culture message process

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a publication of

IgniteXDS.com

Dealership

Web Marketing

Properties and Content to Influence,

Educate, Motivate and Convert

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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

culture message process

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Introduction

If you knew where

the fish were biting would you spend most of your time on

the other side of the lake?

All indicators point to the fact that the car-buying public is spending far more time shopping online and far less time shopping showrooms. With that in mind, ask yourself, how much time do you spend working your dealerships online presence? Do you have a plan that includes continual content development? Do you actively research keywords in your market and add landing pages centered around that potential traffic? Have you reviewed your sites Call-To-

Action recently to make sure your are optimizing your existing traffic?

At Ignite XDS we will work with you to develop an online marketing strategy based around your dealership’s persona, sales style and brand. You won’t be locked into existing models or templates. Instead, a model will be designed completely around your customer’s shopping trends.

Internet

58%

50%

Referral from

Friend/Family

Newspaper Direct Mail Outdoor Ads TV Magazine Radio

0%

10%

20%

30%

40%

50%

60%

Most Influential Sources Leading to the Dealership

= New Buyers = Typical Dealer Spend= Used Buyers

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

Traditional

Websites

Portal-Sites Micro-Sites Lot-Sites Landing Pages

66% - 77%

of car buyers are influenced by

the web & their friends

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Do you have enough content on your site to satisfy their appetite for information?

Do You Know How Today’s Costumers Shop? The average car buyer today visits only 1.3 showrooms prior to making a purchase. 85%+ of those buyers however will shop up to seven dealerships online just prior to

setting foot on the lot. At Ignite XDS we will work with you to develop an online marketing strategy based around your dealership’s persona, sales style and brand. You won’t

be locked into existing models or templates. Instead, a model will be designed completely around your customer’s shopping trends.

85% of your customers are

Pre-Shopping Online!

1995

*Source: NADA Data 2009

0

100

200

300

400

500

600

2000 2005 2010

*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

Car Buyers

spend

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Cast a wide NET!

To Land Your Prospects

Traditional Websites

At Ignite XDS we will work with you to develop an online marketing strategy based around your dealership’s persona, sales style and brand. You won’t be locked into existing models or templates. Instead, a model will be designed completely around your customer’s shopping trends.

Portal Sites

Multi-store dealer groups can take advantage of Ignite XDS dealer portal websites. These SEO power-packed sites combine all inventory into one huge online location. Your customers can shop your entire stock, leads are segmented and delivered to host stores. The dealer group portal is a powerful online tool.

Micro-Sites

Service, collision, certified pre-owned, and many others make great opportunities for micro-sites. You don’t want to clutter your main site, but need to share this valuable content. Produc-ing a series of topic specific micro-sites are a must have part of any successful online strategy.

Landing Pages

Attack and convert on your keywords with a series of landing pages. It is virtually impossible to stuff every necessary key-word you’ll need to dominate the market into your main site. Landing pages will do the work for you. Fast, effective, and powerful, these pages are integral to any strategy.

Lot Sites

Just because you have a small lot doesn’t mean your website has to be. We create simple websites with modern design to guarantee your customers feel like you spent a fortune on your website, but for a fraction of the cost.

Establish a Keyword/Target Strategy

Build/Optimize Your Main Site

Create a Series of targeted Micro-Sites & Landing Pages based around your targets

Maximize CTA (Call To Action)

Measure, Analyze, Refine

Don’t Overlook the Value of SEO & Content Mar-keting - They are a MUST Ingredient for your Mix

1.

2.

3.

4.

5.

6.

6

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Effective Design

A quality web presence begins with a quality brand and their web design. Quality de-sign however, is more than just a pretty picture. It’s designed to enhance the brand, lead the eye, and urge conversion.

Features and Content

The modern car-buying public is demanding a truck-load of information before mak-ing their purchase. Your website needs to give it to them. Build & Price, Research, and the ability to Compare makes and models are must haves.

A Lead Source

Is your website PACKED with call-to-action (CTA)? Your site needs to provide multiple levels of CTA, for every aspect of your business. Sure public apprehension is high, but so is the desire for information. Make sure your website finds a balance to optimize interaction and leads.

Traditional Dealer Website

Your dealership website is the hub of your online marketing efforts. It is the net you will use to attract leads, the podium employed to enhance your

brand, and the home base for all your online marketing efforts. Your dealership website needs to be adaptable, constantly evolving, and attractive to car-

buyers and search engines alike. Your website IS your dealership, make sure you give it the attention it demands.

Your Website is your

Showroom!Over 85% of Buyers use the Internet as their primary information source for a

vehicle purchase, your website has become your showroom. The importance of

this medium has never been higher. Are you giving your website the attention

it requires? Buyers will shop online for over 11 hours, while only setting foot in

1.2 dealerships. Your site needs to perform to those standards.

2001 2009 2011

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Combine Your Properties

Your group has inventory at multiple locations, leads need to filter appropriately, and your customers want to know where their dream car is located. The Ignite XDS Portal site easily handles these and many other handles these issues. You can no longer af-ford a click-through landing page to represent your group.

Dominate Search – Push Your Competition Down the Page

Google loves content, the more content the better. In fact, the larger your site, the more authority it will bring to bear on search results. The power multiple locations of inventory can have on search results is so powerful, in fact, that it is almost a crime to settle for a click-through landing page portal.

Give Your Customers a Choice

Your group portal will let car-buyers shop your entire inventory. If they don’t find what they want at one store, they may at the next. Satisfy their need to shop.

Portal Site

The ability to leverage the power of a multi-store group with a Portal Website is critical for any dealership group. It’s no secret Google loves content. The

more the better. The SEO power that can result from an effectively executed Portal Website is significant. The additional URL and vast amount of content

will help your group dominate with multiple search engine results (SERPs).

Leverage the

POWER of your group!

Combine Inventories

Segment Inventory & Leads

Increase Overall Traffic

Demonstrate Your

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Mega Traffic Generator

The implementation of a series of OEM brand-compliant micro-sites for multi-brand stores or dealer groups can be a power traffic generator. You can specifically target car-buyers who are brand loyal, increase SERP’s and create additional opportunities to sell.

Targeted and Goal SpecificA key factor in the implementation of any micro-site strategy is the ability to be very specific and goal oriented in their launch. Once the audience segment is determined, the messaging can be totally focused on that segment. After all if the group is sig-nificant enough for you to notice, the buying power of that group will most certainly match. Give them the content they desire, set your store apart in the marketplace and enjoy the additional leads and sales that will result.

Micro-Sites Certain segments of your online audience require an amount of content that would clutter your main website and confuse the average online shopper. Enter the micro-site. Micro-sites are the perfect tool to fill in the gaps for specialized portions of your audience. Imagine the amount of content required to explain, in detail, all the services provided in your service department. Without a micro-site that content would be difficult to efficiently portray. The dealer micro-site is an optimum tool to geo-target, demographic-target, and enhance fixed-ops sales opportunities.

Fill in the Gaps in your Web

Presence with a series of

Micro-SitesOEM Compliant

Target Demographics

Geo-Targeted Conquest

Great for Fixed-Ops

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Keyword Rich Content

A landing page has one purpose; that is, to get found for a specific term, and convert

the viewer into a lead. That’s it! That finite focus however, is where their power lies.

When combined with the weight of your main site, this micro-focus produces very

positive results.

Frequency, Speed and Agility

Landing pages allow you to react quickly and efficiently to market trends. Recognize

a trend today, and be on the net with content around that trend tomorrow. Landing

pages provide the opportunity to establish your dealership as the thought leader,

gain leads faster, and dominate the market sooner.

Landing Pages

Landing Pages are all about conquesting. A properly implemented landing page strategy could conceivably contain 100’s of pages, each precisely

targeted to a specific term. Need to dominate a town? For New Cars? Used? A specific model? Service? A group of landing pages built and optimized

around that town and those items will produce the desired results.

Landing Pages the workhorse in

keyword dominance

Fast, Inexpensive + Powerful

Lead Generators

Monopolize Search

Target & Conquest

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All The Features You Need, and None That You Don’t A Lot Site from Ignite XDS will give you the capability to select the features you want

and need. Let your budget and market determine how your site is configured, instead

of being stuck with a template that isn’t quite the fit you need.

Create a Used Car Portal Around Your Group’s Inventory

Just like your group’s large portal, Ignite XDS will give you the ability to craft a used

car portal, designed and optimized to target an audience or geographic target.

Lot Sites

Are you an independent Used Car Lot Dealer, a franchise with a Buy-Here Pay-Here lot, or a group that wants to dominate used car sales in a geographic area? Ignite XDS has a Lot Website option for you, at a budget that suits your needs. Display inventory as simply as adding us as a third party feed push, to complete DMS integration with VIN-Decoding.

Don’t forget about your

Lot SitesBuy Here / Pay Here Lots

Used Lot Portals

Economy Lots

Stand Alone Lot Dealers

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Inbound Marketing A comprehensive guide that will take

you through the philosophy, the tools

& the process. All in one easy to under-

stand book!

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!

Content Marketing All the tips & tricks to getting your

websites found online including

SEO,Blogs & other tools we use to get

your website found.

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!