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An Overview of Internet Marketing Techniques Used by Top e-Dealers
By Timmy D. James, Director of SalesHomeNet, Inc.
HomeNet, Inc.
- More than 12,000 Dealerships
- 2.5 Million Vehicles Every Day
- 45 of top 50 Volume Dealer Groups
- Many top E-Dealers in the country
- Understand & Implement Internet Marketing “Best Practices”
- #1 Profit Center of Dealership
You are probably doing a lot of thing right already:
- Understand “Marketing Best Practices”
- Focus Time/Effort on “Creating Ads!”
Today’s Focus:
Individual website – not Online Classifieds
Online Classifieds CAN be a GREAT lead sources and very important toyour business....if used correctly.
Your individual website should be the #1 lead generator for yourdepartment, and dealership!
Your individual website should generate 70% + of your Internet Leads
If you aren’t doing things right with your website... you are wasting yourmoney on your website AND Online Classifieds, too.
It all breaks down into 2 things:
1. Getting consumers to your website and online classifieds:(SEO, SEM, Web 2.0, Video SEO, Banner Ads, etc.)
2. Getting consumers from your website to your lot!
1st: How did you do it before the Internet?
Before the Internet, you would drive visitors to your lot by:
3rd PartyClassifiedsStatic, Sight-based
More readers = MoreValue as Marketing Tool
They control the content
Their job to attractconsumer and “satisfy”with Information /Entertainment
NewspaperStatic, Sight-based
More readers = MoreValue as MarketingTool
They control thecontent
Their job to attractconsumer and “satisfy”with Information /Entertainment
BillboardIntrusiveStatic, Sight-based
More “traffic” = MoreValue as MarketingTool
RadioIntrusiveSound-based
More listeners = MoreValue as MarketingTool
They control thecontent
Their job to attractconsumer and “satisfy”with Information /Entertainment
TelevisionIntrusiveSight & Sound-based
More viewers = MoreValue as MarketingTool
They control thecontent
Their job to attractconsumer and “satisfy”with Information /Entertainment
Before the Internet: On The Lot
Sales Person
Create urgency
Paint Pictures to:- Visualize Sitting In Car- Visualize Driving Car- Visualize Owning Car
Red Tag/Demo Sales
Create Urgency
Discount Corner
Create Urgency
Was/Is Pricing
Create Urgency
With the Internet, you now drive visitors to your lot by:
Consumers are beginning their search earlier in the buying cycle, demanding moreinformation.
With the Internet, you would drive visitors to your lot by:3rd Party Classifieds
More visitors = More Value as Marketing Tool
They control content
Their job to attract consumer and “satisfy” withInformation / Entertainment
Website
You Control Content
Your job to attract consumers.
Your job to “satisfy” with Information /Entertainment
Internet
Earlier in Cycle!
3rd Party ClassifiedsStatic, Sight-based
More readers = More Valueas Marketing Tool
They control the content
Their job to attract consumerand “satisfy” with Information/ Entertainment
NewspaperStatic, Sight-based
More readers = More Valueas Marketing Tool
They control the content
Their job to attractconsumer and “satisfy” withInformation / Entertainment
BillboardIntrusiveStatic, Sight-based
More “traffic” = More Valueas Marketing Tool
RadioIntrusiveSound-based
More listeners = MoreValue as Marketing Tool
They control the content
Their job to attractconsumer and “satisfy” withInformation / Entertainment
TelevisionIntrusiveSight & Sound-based
More viewers = More Valueas Marketing Tool
They control the content
Their job to attractconsumer and “satisfy” withInformation / Entertainment
What if consumers visit your website early in the buying cycleand you do NOT have the content they are seeking?
They will NOT come back later in the buying cycle!!
Getting the consumer to your website (SEO, SEM, Web 2.0, Video SEO,Banner Ads, etc.) will cost you money if you don’t satisfy the consumeronce they get there!
They will NOT come back later in the buying cycle!!
1st Step in Driving Visitors to your Lot:
Satisfy with Information / Entertainment!
• Keep them coming back as they get further into the Buying Cycle
• The further into the buying cycle they are, the more effective your “marketing”becomes
Driving Website Visitors to your Lot:
How to “Satisfy” the consumer: “Content” - YOU CONTROL THECONTENT!!!!!
Keep it FRESH (Video, Testimonials, Employee Profiles, etc.)New Car ShowcaseNew Car Configuration ToolsElectronic BrochuresTest Drive Videos
Information, Information, Information – Cool Stuff, Sizzle
Driving Website Visitors to your Lot:
How to “Satisfy” the consumer:
Why are they really there? - YOUR CARS! (Especially later in the buying cycle!)
Your vehicle display page is the most important part of your website.• Consumer must have 100% confidence that “what they see” is “what you have”!
– Inventory must be Updated and Accurate EVERY DAY!• Multiple photos for every listing! (minimum 12)• Complete vehicle details• Vehicle description!
Driving Website Visitors to your Lot:
I’m satisfying with Information / Entertainment…
Now What?
Market to them!
How?
How did you do it before?
Driving Website Visitors to your Lot:
Before the Internet, you would drive visitors to your lot by:
3rd PartyClassifiedsStatic, Sight-based
Emotional Ads!Call to Action
NewspaperStatic, Sight-based
Emotional Ads!Call to Action
BillboardIntrusiveStatic, Sight-based
Emotional Ads!Call to Action
RadioIntrusiveSound-based
Emotional Ads!Call to Action!
TelevisionIntrusiveSight & Sound-based
Emotional Ads!Call to Action!
Before the Internet: On The Lot
Sales Person
Create urgency
Paint Pictures to:- Visualize Sitting In Car- Visualize Driving Car- Visualize Owning Car
Red Tag/Demo Sales
Create Urgency
Discount Corner
Create Urgency
Was/Is Pricing
Create Urgency
Keep Content Fresh And Accurate!
- You can have more consumers see yourAds (Display Page) for your cars in one daythan see its in one week on your lot!
Driving Website Visitors to your Lot:
- How long does a car sit on your lot before it gets to theInternet?
- How Long SHOULD a car sit on your lot before it hitsthe Internet?
Driving Website Visitors to your Lot:
- Update your inventory EVERY DAY!
- Create an emotional ad for every vehicle onyour lot!
Driving Website Visitors to your Lot:
Driving Website Visitors to your Lot:
Vehicle Inventory Display Page – Most important pages ofwebsite!•Multiple photos (12 minimum – 20+)
• Standard (Front Right, Driver Side, Passenger Side, Trunk, Engine, Tire Tread, Odometer, FrontInterior from rear seat, Rear Interior from front seat, etc.)
• Vehicle specific (Based on type of vehicle: Stow & Go, Rear Climate Control, Rear DVD Players,4x4, Tow Package…what is important for that vehicle “type”?)
•Dings & Scratches (use dollar bill or other means to demonstrate size)
•Quality – Take it serious!
Vehicle Description:
• Describe "their" car not "the" car!
• Stress the features that fit the consumer based on the type of vehicle:• Minivan: Family, Safety, Room, Convenience, etc.• Sports Car: Performance, Ego, Reliability, etc.• Sedan: Comfort, Reliability, Practical, Fuel Mileage, etc.• Luxury: Comfort, Status, Ego, Performance, etc.
• Create mental ownership:Paint a picture to get the consumer emotionally attached to their car. What catch phrases youwould use or what features would you point out if you and a consumer were looking at this caron your lot together. Make sure to use them.
• Create urgency:Use "Was - Is" Pricing, Just Arrived - Won't Last Long, Manager's Special, Demo Special.The same “call to action” that you use one the lot.
• Create trust & reliability:Low Miles, One Owner, Certified, Warranty Information, etc.
Driving Website Visitors to your Lot:Vehicle Inventory Display Page – Most Important pages ofwebsite!
• Use video!– combine audio/video– Intrusive – Visual/Sound-Based– Significantly Increases Emotion and Effectiveness of Ad!– It Works!– Do NOT “intro” your dealership every video!
• Would you do it on the lot?
Driving Website Visitors to your Lot:
Vehicle Inventory Display Page – Most important pages ofwebsite!
• Similar Vehicles Section (New & Pre-Owned)• New/Pre-Owned Specials Information• Notify Me When One Comes In• Lease Options• Special Finance Options• Pre-Approved Credit Offers• Interactive Multimedia!!!! <- a lot of above tools already incorporate for you.
– Significantly Increases Emotion and Effectiveness of Ad!
Driving Website Visitors to your Lot:
Vehicle Inventory Display Page
Driving Website Visitors to your Lot: The Rest of your website:
• Home Page – 2nd Most Important Page• Sell Your Dealership!
• Videos (intro here not on car)• Service Coupons• Parts Coupons• Pre-Owned Specials• Manufacture Incentives• Special Financing Offers• Real World Marketing!!!!!
• Other Pages• Information• Marketing (Same As Above)• Intro Videos for each department!!
Driving Website Visitors to your Lot:
How do you get consumers to your lot?
1st: Satisfy Consumer with fresh, accurate and up to date information!
You control the content!
Too Much Is Not Enough!
2nd: Market to them!
The same way you do in the real world.
Create MORE emotion with LESS money!
Create an EMOTIONAL AD for every vehicle on your lot!
Next Generation:Mobile Marketing
• Mobile Inventory Display
• Text Marketing
• Ties “Traditional” and “Internet” Marketing Together
Mobile Marketing Statistics:
• Over 80% of consumers keep their mobile device with them allday long
• The 18-30 year old demographic communicate more frequentlyvia ‘text message’ than via ‘phone call’
Mobile Marketing Statistics:
Everywhere you have your URL. . . Some day you will have your TextCode!
Everywhere you have ‘call-to-action’ on your website. . . Text Code!
Properly employ current Internet Marketing strategies to drivemore traffic to your dealership website
Implement proven techniques utilized by top e-Dealers that willhelp capture more leads from your website and online classifieds
Create Emotional Ads for Every Vehicle on your lot.Inspiring ‘Mental Ownership’ and driving traffic to your lot
Capitalize on emerging marketing trends such as mobile phonemarketing & multimedia video
Session Overview: