culture message process

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a publication of

IgniteXDS.com

Ignite XDS

Inbound Marketing It’s about owning Search, Driving Traffic, &

Giving Prospects EVERYTHING they need to decide...

TO BUY FROM YOU!

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Inbound Marketing

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DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined

PlanPlanPlanPlan

Defined

Plan

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Pay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per Click

PPC

Pay Per Click

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Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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1. Tell Your Story

2. Get Found

3. Drive Traffic

4. Nurture Leads

5. Convert

6. Analyze

7. Refine

8. Grow!

Our Process!

Ignite XDS Inbound Marketing

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Inbound Marketing

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Introduction

If you don’t serve

the marketplace

your competitors

WILL!

The marketing landscape for auto dealerships has changed in dramatic

fashion over the past 10 to 15 years. For that matter it has changed by leaps

and bounds in just the past 3 or 4 years! Has your marketing kept pace? When

is the last time you completely reviewed how you allocate your marketing

dollars? How are you measuring the results? Is social media a focus of your

marketing efforts? Where does your website fit in?

Your customers are moving fast, spending some time developing an Inbound

Marketing Strategy will help you keep up with them.1995

*Source: NADA Data 2009

0

100

200

300

400

500

600

2000 2005 2010

85% are Pre-Shopping on the Internet!

of Car Buyers

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*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study

onlin

e

offli

ne

11.5 Hours on average

60%

7.5 Hours on average

19Hours Total Shopping

New Car Buyers

40%

onlin

e

offli

ne

11 Hours on average

60%

7 Hours on average

18Hours Total Shopping

Used Car Buyers

40%

60% of their time

shopping online

Will EVER

Submit a Lead!ONLY

Car Buyers

spend

Do You Know How Today’s Costumers Shop? Consumers of all ages are more sophisticated and computer savvy than ever, and they love to research large purchases online. They like shopping online because it gives them anonimity while they shop your dealership. Does your thinking revolve around the idea that if you tell them too much, they won’t contact you? News flash, if you don’t give them the info they want and need, they WILL find it somewhere else quickly!

2 10 out

of

5

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Like it or not

the buying public have

Changed the Way they Shop.

Has your Dealership Marketing kept pace?

Traditional sales and marketing efforts were based on advertising impressions,

showroom traffic volume and sales Up close-rates. While those still factor into

the mix, they are only a few of many available considerations. The fact is your

showroom has moved online and you need to get found by your customers.

Just like your 9 - 5 showrrom, your 24 hour online showroom needs to be ev-

erywhere your customers look. Your dealership needs to dominate search, and

buyers are demanding far more information than ever before. Today, the three

most important words in marketing are: Content, Content and Content!

2001 2009 2011

1.2Showrooms Before Making a Purchase

Car Buyers Only Visit

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66% - 77%

94%of car buyers are influenced by

the web & their friends

of their marketing

budget elsewhere?

The typical

dealer spends

Where Are You Spending Your Money? Google and other search engines have made information gathering so easy that consumers find it easier to shop at home than to come into the dealership. Social media outlets like Facebook, Pinterest and Twitter have created a means to share, consult and gather the opinions of others. All the while, blogs and news channels provide access to reviews and other information. Do you know where your customers are getting their buying advice? Hint: It’s not from the traditional sources that worked just a few short years ago!

Internet

New Cars Used Cars

58%

50%

Referral from

Friend/Family

19%

16%

Newspaper

5%7%

Direct Mail

2%4%

Outdoor Ads

2%2%

TV

2%4%

Magazine

1%2%

Radio

1%1%

0%

10%

20%

30%

40%

50%

60%

*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Internet Referral from

Friend/Family

Newspaper Direct Mail Outdoor Ads TV Magazine Radio

0%0%

6%6%

20%

0%

21%20%

2%

25%

0%

10%

20%

30%

40%

50%

60%

*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Most Influential Advertising Sources

Typical Marketing Spending

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*Source:

Oubound Marketing

avg. cost per lead

$373

Inbound Marketing

avg. cost per lead

$143

IgniteXDS.com

Here’s the

GOOD NEWS!

Spend Less Money

Re-Allocate

Our Process Can Be Incremental

62%Cheaper per Lead than Outbound

Inbound Marketing is

8

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Develop a Successful Marketing Strategy Convert your Increased Traffic into Leads

Create & Maintain a Powerful Web Presence Convert your New Leads into Sales

Generate more Traffic with Inbound Marketing Measure, Analyze, Measure & Adjust

DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined

PlanPlanPlanPlan

Defined

Plan

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WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite

Main

Website

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Pay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per Click

PPC

Pay Per Click

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MicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicro

SitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSites

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Landing

Pages

Landing Landing

Pages

Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Landing Landing

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Six Powerful Steps

**Note: Each step in this process is designed to build on the previous step.

DO NOT move to the next step without completely maximizing the previous step’s potential.

Getting Started

Dealership Inbound Marketing, much like your dealership’s accounting system is based on a process. Ignite XDS has reduced that process down to Six Powerful Steps to success. These steps are based on a plan, on analysis and on measurement. Dealership Inbound Marketing requires the dealer let go of traditional opinion, it requires listening to the customer, and it requires a commitment to creating content and sharing that content with the public.

1. 4.

2. 5.

3. 6.

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Inbound Marketing

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1. Develop a Successful Marketing Strategy

A defined set of Goals and Objectives, and knowing what you are willing to do to achieve them.

A willingness to look in the mirror and do an objective self-analysis.

A thorough review of your competition, knowing what’s working for them and what isn’t.

A means to measure and evaluate your progress...your gut feeling won’t cut it on this one!

A willingness to stay the course – lasting solutions don’t come in a quick-fix can.

Marketing is an INVESTMENT in the growth of your dealership, NOT an Expense! At the same time, don’t spend more money, spend less, more wisely!

What goes into creating a successful marketing plan?

LEADSLEADS

1

1

25

25

50

50

100

100

Defined

Plan

Defined

Plan

Main

Website

Main

Website

BlogsBlogs

Social

Media

Social

Media

SEO

Search Engine

Optimazation

SEO

Search Engine

Optimazation

PPC

Pay Per Click

PPC

Pay Per Click

Micro

Sites

Micro

Sites

Landing

Pages

Landing

Pages

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An effective Web presence made up of your primary website

and a series of targeted micro-sites and landing pages is the

hub of all your Inbound Marketing and Lead Generation!

When was the last time your site(s) were rebuilt or at a minimum updated?

Sites that are OPTIMIZED for Search.

Sites that effectively MERCHANDISE your vehicles and other services.

Sites that are tuned with multiple levels of CALL-TO-ACTION.

Sites that are CURRENT and properly designed for your Brand and Unique Market.

What goes into a powerful website, micro-site or landing page?

2. Create & Maintain a Power Web Presence

LEADSLEADS

1

1

25

25

50

50

100

100

Defined

Plan

Defined

Plan

Main

Website

Main

Website

BlogsBlogs

Social

Media

Social

Media

SEO

Search Engine

Optimazation

SEO

Search Engine

Optimazation

PPC

Pay Per Click

PPC

Pay Per Click

Micro

Sites

Micro

Sites

Landing

Pages

Landing

Pages

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facebook.com/IgniteXDS

phone: (888) 569-5010

Ready to

Buy!

Defined PlanDefined Plan

WebsiteWebsite

Social

Media

Social

Media

Direct

Mail

Direct

Mail

Micro-Sites

Landing

Pages

S.E.O.

(Search Engine

Optimization)

S.E.O.

(Search Engine

Optimization)

BlogsBlogs

P.P.C

(Pay Per Click)

P.P.C

(Pay Per Click)

LEADSLEADS SALES

Unaware BuyersUnaware Buyers

Interested BuyersInterested Buyers

Problem

Recognized

Problem

Recognized

Ready to

Buy!

“What is it? Who are you?”

“Who needs it & why?”

“What are the concequences of

not having it?”

“What are my options?”

“Why should I choose you?”

Levels of Potential Buyers What are they thinking?

Ready to

Buy!

Defined PlanDefined Plan

WebsiteWebsite

Social

Media

Social

Media

Direct

Mail

Direct

Mail

Micro-Sites

Landing

Pages

S.E.O.

(Search Engine

Optimization)

S.E.O.

(Search Engine

Optimization)

BlogsBlogs

P.P.C

(Pay Per Click)

P.P.C

(Pay Per Click)

LEADSLEADS SALES

Unaware BuyersUnaware Buyers

Interested BuyersInterested Buyers

Problem

Recognized

Problem

Recognized

Ready to

Buy!

“What is it? Who are you?”

“Who needs it & why?”

“What are the concequences of

not having it?”

“What are my options?”

“Why should I choose you?”

Levels of Potential Buyers What are they thinking? Ready to

Buy!

Defined PlanDefined Plan

WebsiteWebsite

Social

Media

Social

Media

Direct

Mail

Direct

Mail

Micro-Sites

Landing

Pages

S.E.O.

(Search Engine

Optimization)

S.E.O.

(Search Engine

Optimization)

BlogsBlogs

P.P.C

(Pay Per Click)

P.P.C

(Pay Per Click)

LEADSLEADS SALES

Unaware BuyersUnaware Buyers

Interested BuyersInterested Buyers

Problem

Recognized

Problem

Recognized

Ready to

Buy!

“What is it? Who are you?”

“Who needs it & why?”

“What are the concequences of

not having it?”

“What are my options?”

“Why should I choose you?”

Levels of Potential Buyers What are they thinking?

Ready to

Buy!

Defined PlanDefined Plan

WebsiteWebsite

Social

Media

Social

Media

Direct

Mail

Direct

Mail

Micro-Sites

Landing

Pages

S.E.O.

(Search Engine

Optimization)

S.E.O.

(Search Engine

Optimization)

BlogsBlogs

P.P.C

(Pay Per Click)

P.P.C

(Pay Per Click)

LEADSLEADS SALES

Unaware BuyersUnaware Buyers

Interested BuyersInterested Buyers

Problem

Recognized

Problem

Recognized

Ready to

Buy!

“What is it? Who are you?”

“Who needs it & why?”

“What are the concequences of

not having it?”

“What are my options?”

“Why should I choose you?”

Levels of Potential Buyers What are they thinking?

Social Media is more than just Facebook. It’s also Twitter, You Tube, Google+, Pinterest, and a Reviews Strategy.

Create Blog articles that interest your audience.

Build quality links to your websites. Create and manage Pay-Per-Click advertising that drives additional traffic to your websites.

Build a following, share your Blog Posts and other content. Engage in social conversations.

Blogging creates more pages in Search Engines.

Routinely create keyword targeted content across.

Optimize your Pay-Per-Click to generate the most traffic at the lowest cost.

Businesses see a 63% increase in marketing effectiveness when using social media.

You can literally choke out the competition.

Identify targeted keywords and optimize your websites for those keywords. Build Pay-Per-Click campaigns to

shore up or promote hot items.

Nearly 2/3 of U.S.

internet users regularly

use a social network.

A Blog gets you 55% more Traffic!

46% of daily searches

are for info on products

and services!

Fill in the gaps with

Online advertising!

more indexed pages are

produced by Blogging!

of monthly Google

searches are for local

businesses Blogging!

400% 20%

3. Generate More Traffic with Inbound Marketing Tools

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Create effective Calls-To-Action (CTA’s) throughout your Websites, Micro-Sites and Landing Pages.

Create Upsell opportunities within CTA’s.

Give potential leads a reason to “Click Here”.

Create Attractive Offers & Calls-To-Action that appeal to all levels of potential buyers!

4. Convert Your Increased Traffic to Leads

LEADSLEADS

1

1

25

25

50

50

100

100

Defined

Plan

Defined

Plan

Main

Website

Main

Website

BlogsBlogs

Social

Media

Social

Media

SEO

Search Engine

Optimazation

SEO

Search Engine

Optimazation

PPC

Pay Per Click

PPC

Pay Per Click

Micro

Sites

Micro

Sites

Landing

Pages

Landing

Pages

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Review Lead Management Processes.

BDC -vs- Lead Distribution to Sales Team Members.

Possibly create Internet Sales Teams.

Measure Response Times, Appointments.

Regularly Review Response Tactics – keep what’s working adjust what’s not.

5. Convert Your New Leads Into Sales

LEADSLEADS

1

1

25

25

50

50

100

100

Defined

Plan

Defined

Plan

Main

Website

Main

Website

BlogsBlogs

Social

Media

Social

Media

SEO

Search Engine

Optimazation

SEO

Search Engine

Optimazation

PPC

Pay Per Click

PPC

Pay Per Click

Micro

Sites

Micro

Sites

Landing

Pages

Landing

Pages

Increase your close rates by Reviewing & Practicing Your Lead Nurturing Processes!

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Traffic SEO PPC Blog Social

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Traffic - Leads - Close Rates - New -vs- Used -vs- Fixed Ops.

Adjust Regularly - Websites, CTA, Response tactics ...Everything.

Constantly monitor the competition and local market.

Keep a finger on the pulse of the online industry... do you have a Pinterest account? You should!

Most Importantly...

6. Measure, Analyze, Measure & Adjust

STAY

PLAN!with

the

Most Important Metrics Measured

Traffic to Leads

Leads to Customers

Cost Per Lead

Cost Per Customer

Measure EVERYTHING!

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Before you jump in, ask yourself these questions:

Questions about your plan...Have you objectively looked at your current marketing efforts? Include everything into that review, website(s), traditional advertising, event, coupons

and discounts, EVERYTHING. Have you analyzed what has worked in the past, and is working today? Have you set a goal? Why do you want to change?

Do you even want to change? Will you be committed to that change?

Questions about your organization...Do you have the staff and expertise to accomplish your marketing efforts in-house, or should you hire an external company? Do you have the time? The

Budget? Do you have the knowledge of new Dealership Inbound Marketing techniques and applications? Can you create the sites, the content, and the

interaction needed. Will you or your staff stay committed to following new trends, and implement new techniques?

Questions about your goals...Do you have a starting baseline? What are the goals of the Inbound Marketing Program? What is your time frame for measuring success? For that matter,

What will you consider a successful program? How will you handle success? Failure? How will you adjust, and when? Will you have the proper measure-

ment tools in place to separate emotional decisions from actual statistics?

Get Started with your Dealership’s Evaluation

Ignite XDS has developed a quick and easy tool to begin

evaluating your dealership’s marketing efforts. Give it a try or

call us directly at (810) 225-8350 and one of our experiences

inbound marketing pros will take you on a personal tour.

???!

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Content Marketing All the tips & tricks to getting your

websites found online including

SEO,Blogs & other tools we use to get

your website found.

Social Media Learn how to create, market & manage

a successful Social Media presence

and how we can help you do it for less

time and less money!

Working With Us Like we say - ‘Have Questions? We’ve

Got Answers!’ Get all the answer with

this guide to all things Ignite XDS!

Web Marketing Everything you want to know about

our web services including, Traditional

Websites, Portal Sites, Micro Sites &

Landing Pages.

Autodrive Apps These online tools will help you cast

a larger net for cultivating more lead

opportunities to keep your customers

engaged & coming back for more.

The New Company Culture The traditional company culture is

changing. It’s less about how much

time you’ve worked, but the quality of

work you produce!

Ignite XDS – Inbound Marketing

The people at Ignite XDS have made their careers studying buying trends and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and

infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conversation. We promise, you’ll be

glad you did.

Check out our other eBooks at IgniteXDS.com!