12 steps to success prioritizing your marketing efforts
TRANSCRIPT
Chris Herman
email: [email protected]
iPhone: 305-607-5544
facebook: Chris Herman
twitter: @CScottHerman
instagram: christopherscottherman
2 STEPS TO SUCCESS
Prioritizing Your Marketing Efforts 1
Goal Maximize Unique Visitors To Your Websites
Increase SRP & VDP Views
Increase Phone Calls and Form Submissions
Increase Appointments
Increase Sales
1 WHO ARE YOU? Know Thyself…
Your time is limited, so don't waste it living someone else's
life…and most important, have the courage to follow your
heart and intuition.
In ninth grade, I came up with a new form of rebellion. I hadn't been getting good grades, but I decided to get all A's without taking a book home. I didn't go to math class, because I knew enough and had read ahead.
Obviously everyone wants to be successful, but I want to be looked back on as being very innovative, very trusted and ethical and ultimately making a big difference in the world.
Brand Values
Apple - $154,100,000,000
Google - $82,500,000,000
Microsoft - $75,200,000,000
Combined - $311,800,000,000
Source: forbes.com
Common Values
Vision
Passion
Strong Sense of Self / Purpose
Relentless Drive
Entrepreneurial Spirit
Questions to Ask Yourself
Are you a Hard Charging Sales Event type?
Are you a Charismatic Spokesperson?
Do you believe in Customer Testimonials?
Do you like to Lead With Humor?
2 CREATE THE CULTURE IN YOUR STORE
Enthusiasm and brand disciples…
Creating A Great Retail Culture Is Your Facility and Are Your Cars Clean, Organized And Standing Tall?
Are You Merchandised From The Lot to The Service Drive and Everywhere In-Between?
Is The Music On?
Do Your People Look Great and Are They Having Fun?
Are They Trained On Your Vision?
Does Your Facility and Team Represent Your Vision?
And Is It In Line With… Your Customers Needs?
Because Your Customer Is Looking For:
Transparency
Value
Authenticity
Great Experience
3 YOUR WEBSITE is your dealership…
Your Customer Visits Your Website For
One Primary Reason
To Look At Cars
It’s All About… SRPs and VDPs
Don’t Forget… Your Specials!
Your Home Page And Specials Get Traffic
So Keep Them Up To Date!
A Few Website Takeaways… It’s all about SRPs & VDPs
So Make Sure Your Cars Look Great
Custom Photos New & Used
Speed To Site
Call To Action / Conversion
Specials…Specials…Specials
4 Google
Do you see what I see?
Google Google
Some Google Stats
64% Search Engine Market Share
92% Mobile Search Engine Market Share
Over 1 Billion Monthly Unique Searchers
Over 1 Billion Users - YouTube Source: comscore.co, statcounter.com, www.searchenginemarketwatch.com &
www.expandedramblings.com
Google Musts… My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Analytics
Google Business Listing
Google Organic Optimization Rules Are Constantly Changing but…
Good Title Descriptions
Relevant Meta Keywords
Good Meta Descriptions
Properly Tagged Images
Quality Backlinks
Social Connectivity
No Keyword Stuffing
Google Search Engine Marketing
Step On the Gas
Fastest and Most Efficient Infusion of Traffic to Your Website
Spend The Money!
Google Search Engine Marketing
Properly Segment Your Campaigns
Pay Special Attention To You GEO
Min 2% or Higher CTR
CPC - $2.50 - $3.50 used to be a Solid Average but…
Now - $4 - $5 CPC
Top 3 Average Position
Watch Your Bounce & Conversion Rates
Google SEM KPI’s
Google YouTube Pre-Roll $5,000 Budget
722,369 Impressions
37,580 Views
17% Viewed 100%
6,388 100% Views
78 Cents Per 100% View
Google Analytics
Google Analytics Month Over Month Comparison
Sessions & Users - Up/Dn?
Bounce Rate - Up/Dn?
Top Traffic Sources - Up/Dn?
Top Geographic Regions - Up/Dn?
YTD User Trend
Google Musts…
My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Analytics
5 REPUTATION AND SOCIAL MEDIA
Your reputation precedes you…
Reputation Management
Starts at Your Store
Change The Way You Incentivize Your Staff
Ask The Customer If They Would Write A Review Using Their Mobile Device
Constantly Monitor - Google, DealerRater & Yelp
Respond Immediately and Publicly to All Bad Reviews
Social Media Stats
1.13 Billion Daily Active Users on Facebook
1 Billion Daily Active Mobile Users on Facebook
1.71 Billion Monthly Active Users on Facebook
1.57 Billion Monthly Active Mobile Users on Facebook
226 Billion Tweets YTD
1.59 Billion Monthly Active Users on Instagram Source: www.expandedramblings.com & statista.com
Social Media What Should I Do?
Facebook - Paid Campaigns, Retargeting
Facebook - Maintain a consistent content posting schedule
Facebook - Repost Positive Reviews
Twitter - Tweets of Service Specials and Special Events with #Hashtags
Instagram - Share Photos and Videos through Social Networking
YouTube - All Dealership Commercials and Videos but Primary Focus Should be Pre-Roll
Source: www.ebizmba.com
6 3RD PARTY LEADS
A love hate relationship…
3rd Party Monthly Unique Visitors
Autotrader - 15,500,000 est. Monthly Unique Visitors
Cars - 14,500,000 est. Monthly Unique Visitors
TrueCar - 12,000,000 est. Monthly Unique Visitors (*Autoblog)
Source: www.ebizmba.com
7 DATABASE MARKETING Tending to your flock…
Database Marketing
Customer Retention Management
Email Marketing
Facebook / Twitter
Direct Mail
8 DYNAMIC DISPLAY & MOBILE LOCATION TARGETING
Never out of sight out of mind……
Digital Marketing
Dynamic Display - Desktop & Mobile
Mobile Geo - Fencing
Mobile Location Based Targeting
9 CROSSOVER MEDIA
iHeart Pandora’s Box
NETWORK TV CABLE TV
Channel
0 1
11 1 .9 FM
12 CONSISTENCY OF MESSAGE Speak with authentic authority…
Let’s Recap 1. You
2. Your Store
3. Your Website
4. Google
5. Reputation & Social
6. 3rd Party Leads
7. Database Marketing
8. Display & Mobile Targeting
9. Crossover Media
10. Television
11. Radio
12. Consistency Of Message
Any Questions?
Thank You!
Chris Herman
email: [email protected]
iPhone: 305-607-5544
facebook: Chris Herman
twitter: @CScottHerman
instagram: christopherscottherman