Chris HillAge: 32Dealership: Bill Jacobs Auto GroupPosition: eCommerce DirectorHometown: Naperville, IL

@Digitallychill

+ChrisHilll

ChrisFHill@gmail.com● Resident Speaker for:

○ Autocon Conference○ Digital Dealer Conference/Workshop○ NCM20 Groups

● Featured in for 2013/14:○ Automotive News (3)○ Driving Sales Innovation Guide○ Digital Marketing Magazine○ AutoSuccess magazine

● Member of Google’s Digital Marketing Round Table

● 2013 DSES Advisory Board Member● 2013 Dealerfire Advisory Board Member

Introduction and Recent Bio

The Secret Sauce

*Search Engine Optimization(SEO)

Pay Per Click(PPC)

Social Media & Sphere of Influence

• PPC is just buying traffic

• PPC is an expensive way to buy leads or visitors

• PPC is a waste of money

• PPC does not convert

• PPC needs to be at least $5,000-$10,000 a month

• PPC doesn’t give us anything but a few more hits a month

• PPC is a waste of money and time

• PPC doesn’t help organic SEO

• PPC on other platforms than Google is a waste

• Predatory PPC campaigns fail. Wait what is predatory PPC?

• You should not bid against others for your own name

Common Misconceptions of Pay Per Click

Progressive PPC management should be the new standard in the industry. Dealers should demand to see examples of how their monthly PPC results were used to reduce or optimize overall PPC spend while also increasing organic SEO growth.

HOW? Let me give you an example of how I am currently using this on a day to day basis...

A few key points;● PPC results are going to show you where you are relevant● Look at your most expensive search terms results.● Create landing pages, content, blogs or press releases with those terms in a relevant

manner● Move your PPC funds to new demographics, search terms or competitors● Rise and repeat until your PPC campaign is optimized. This will also greatly slim out

your overall advertising spend.

2013’s Top Google Results Modifier

• Notice the 7 orange items?

Social

Google+ is #1

Pintrest

Twitter?

• Content is gaining strength!o Content lives forever!o Helps you remain relevant longer!o Lowers bounce rates

• Take note that 4 of the top nine are Backlinkingo Is your website provider optimizing

these?o Notice keywords in the body?

Focus driven content. Landing pages, Blogs, Google Authorship, Press Releases and events.

Social Media and Social Sphere of Influence

Back linking and supporting sites. Microsites, digital newspapers and reuters.

Youtube videos and the chicagoland marketing place.

The DNA of today SEO isn’t what it was 3 years ago. In fact, with Google making over 600 changes to it’s algorithm a year, even 3 month old campaigns are somewhat outdated already. However a lot of dealers are still using SEO campaigns that are much older than that.

Inspect what you expect. Is your SEO provider still whispering data buzzwords at you?

● Meta Tagging

● Indexing large numbers of pages

● Keywording

● Duplicate Content

● Meta Data

● Blackhat Techniques

There is no secret sauce to SEO...

● Content○ Trending○ Relevant○ On Topic○ Original○ Reoccuring

● Social○ Sphere of

influence○ Shares/Likes○ Relevant○ Engaging

● Backlinking○ 3rd party sites○ Microsites○ New Sites○ Enthusiasts forums○ Landing Pages

Your Dealership Needs to be “Liked” Pros: (remember the Google modifier graph)

• Direct access to customers

o Direct access to post to your fan base wall’s.

• Branding or Community Awareness

o Events or outreach with the community can be posted to walls

• Marketing

o Specials or Sales can be directly delivered to the customer.

• Organic SEO Value

o Shared content will boost your organic results everywhere!

Cons: (typical reasons why it fails)

• Expensive

o Advertising on FB is another form of PPC

• Time consuming

o Trying to post something relevant to your fan base

• No Return On Investment

o Spending thousands on social media with no sales to show for it

• Unsuccessful Attempts

o We assigned someone to handle it but it never went anywhere.

Social Media Charitable Giving Program

This program is put in place to increase not only your dealerships social media impact and marketability but also to increase your brand and community awareness. We don’t simply want irrelevant social media likes. We want social media to “like” us for the right reasons and stick around to see what we’re doing next!

Social Media Charitable Giving ProgramGoals:

• Increase social media impact and visibility

• Increase brand and community awareness

• Help the community while also helping ourselves

• Increase overall traffic and VDP’s by converting social media traffic to customer website traffic

• Increase interaction between the community and the dealership

• Build a powerful sphere of social influence

• Keep time and capital investment to a bare minimum

• Sell more cars!

Here’s the how-to:

Step #1 At the beginning of the month you post on Google+ and Facebook regarding this new program. You let the community know that you are starting a charitable giving campaign and you are involving them.

Step #2 On the 1st of the month you post up a submission thread that allows the community to nominate a local charity, club or cause that they feel needs help. You leave this post up for two weeks while people submit their choices.

Step #3 On the 15th of the month you close submissions and place all the approved submissions into a poll for people that like you to vote on.

Step #4 At the end of the month you close the voting and give a check for $500 to the winner.

How do we capitalize on this investment?

• Right away your dealership will start gaining from the impact of this program. They social media shares and likes will immediately impact your organic SEO. Remember the Google Results Modifier Study?

• At the beginning, middle and end of the program you write blogs about the campaign. Google Authorship will maximize your return on this investment.

• Once you have a winner present them with one of those giant checks, take pictures and post it in your dealership, social media, local newspapers and more.

• Give the charity a chance to win up to 3 times a year to keep their supporters supporting you!

What did we accomplish?We gave away $500 of your dealerships money!

• We actively turned your fans into social media managers for you. These people want their shelters, kids baseball teams and charities to win the money. They are driving people to your page. They are doing all the work.

• The Dealership comes out smelling like roses. You gave away money, you are supporting your community and are giving to what the majority of the people out there want you to give to.

• The community is involved for all the right reasons. These causes are great 99% of the time.

Remember! This is a 501 3c Charity donation.

Chris HillAge: 32Dealership: Bill Jacobs Auto GroupPosition: eCommerce DirectorHometown: Naperville, IL

@Digitallychill

+ChrisHilll

ChrisFHill@gmail.com

Thank you for your time!