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“Make your SEO, SEM, Web 2.0, Video SEO and all online marketing efforts matter! An Overview of Internet Marketing Techniques Used by Top e-Dealers By Timmy D. James, Director of Sales HomeNet, Inc.

Make your seo sem web 2.0 video seo

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Page 1: Make your seo sem web 2.0 video seo

“Make your SEO, SEM, Web 2.0, Video SEO and allonline marketing efforts matter! ”

An Overview of Internet Marketing Techniques Used by Top e-Dealers

By Timmy D. James, Director of SalesHomeNet, Inc.

Page 2: Make your seo sem web 2.0 video seo

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!”

Page 3: Make your seo sem web 2.0 video seo

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.

Page 4: Make your seo sem web 2.0 video seo

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?

Page 5: Make your seo sem web 2.0 video seo

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

Page 6: Make your seo sem web 2.0 video seo

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

Page 7: Make your seo sem web 2.0 video seo

With the Internet, you now drive visitors to your lot by:

Consumers are beginning their search earlier in the buying cycle, demanding moreinformation.

Page 8: Make your seo sem web 2.0 video seo

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

Page 9: Make your seo sem web 2.0 video seo

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!!

Page 10: Make your seo sem web 2.0 video seo

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!!

Page 11: Make your seo sem web 2.0 video seo

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:

Page 12: Make your seo sem web 2.0 video seo

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:

Page 13: Make your seo sem web 2.0 video seo

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:

Page 14: Make your seo sem web 2.0 video seo

I’m satisfying with Information / Entertainment…

Now What?

Market to them!

How?

How did you do it before?

Driving Website Visitors to your Lot:

Page 15: Make your seo sem web 2.0 video seo

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!

Page 16: Make your seo sem web 2.0 video seo

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

Page 17: Make your seo sem web 2.0 video seo

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:

Page 18: Make your seo sem web 2.0 video seo

- 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:

Page 19: Make your seo sem web 2.0 video seo

- Update your inventory EVERY DAY!

- Create an emotional ad for every vehicle onyour lot!

Driving Website Visitors to your Lot:

Page 20: Make your seo sem web 2.0 video seo

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!

Page 21: Make your seo sem web 2.0 video seo

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!

Page 22: Make your seo sem web 2.0 video seo

• 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!

Page 23: Make your seo sem web 2.0 video seo

• 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

Page 24: Make your seo sem web 2.0 video seo

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!!

Page 25: Make your seo sem web 2.0 video seo

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!

Page 26: Make your seo sem web 2.0 video seo

Next Generation:Mobile Marketing

• Mobile Inventory Display

• Text Marketing

• Ties “Traditional” and “Internet” Marketing Together

Page 27: Make your seo sem web 2.0 video seo

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’

Page 28: Make your seo sem web 2.0 video seo

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!

Page 29: Make your seo sem web 2.0 video seo

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: