the 4 key ingredients to healthy online advertising
DESCRIPTION
There are only four essential items needed to exist as an online entity, similar to the four basic food groups. Have you learned how to operate with a lean budget or are you taking a bite out of everything? Joe Webb of DealerKnows Consulting will tell you what must be on the plate of your advertising budget to keep mouths fed at your dealership, as well as what digital junk food offerings may have you clutching your stomach and begging to take the hurt away. Learn what ingredients are needed for a balanced diet and which are overpriced wastes of money that will clog your online sales arteries.TRANSCRIPT
The 4 Key Ingredients to Healthy
Online Advertising
Joe Webb
President
DealerKnows Consulting
The Four Basic Food Groups
Who is Joe Webb?
The Four Basic Food Groups.
≠
DealerKnows: Proper Nutrition
The Fifth Food Group.
Yum!
DealerKnows: Proper Nutrition
=
The four basic food groups of digital marketing:
DealerKnows: Proper Nutrition
Websites
CRM
Lead Acquition
Branding, Advertising,
• and Merchandising
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The four basic food groups of digital marketing:
DealerKnows: Proper Nutrition
Like grains, websites provide energy.
Attractive
Functional
One click away
DealerKnows: Websites
Live chat
Trade evaluation tools
Credit application tools
Quick quote
Make an offer
The fixin’s: All about conversion.
DealerKnows: Websites
Quick Quote
What goes above the fold?
DealerKnows: Websites
Hot buttons.
New Inventory
Used Inventory
New Car Incentives
Used Car Specials
Hours/Directions/Contact
DealerKnows: Websites
More hot buttons.
Get Pre-approved
Trade-in Info
Schedule Service
Value Proposition
Brand / Logo
DealerKnows: Websites
DealerKnows: Websites
Have a side of search (and corn).
DealerKnows: Search
On-Site Search Engine Optimization.
Leave it to the
pros
DealerKnows: Search
Off-Site Search Engine Optimization.
Best done by a
link-building
company, but
can be done
in-house.
DealerKnows: Search
It’s YOUR fridge.
Every Car Listed
Cars.com
Autotrader
DealerRater
AutoDealerBase
CarLocate
YellowPages.com
DealerKnows: Search
A side of rice.
SEO vs. SEM
17 vs. 1000
Quick Boost vs. Quick Boost
$36.4 Billion spent on Google Adwords in 2011 according to Wordstream
DealerKnows: Search
SEO, SEM, OMG...
DealerKnows: Search
Eat on the go.
By 2014, mobile Internet usage will exceed
desktop Internet usage. Sorry, desktops.
DealerKnows: Search
Multiple strategies.
New
Service
Used
DealerKnows: Search
Your website can be like Bally’s.
Retargeting / Remarketing
DealerKnows: Search
A CRM provides strength.
It does the
dealership
good.
DealerKnows: CRMs
What your CRM should be doing for you:
Automate Process
By event, lead type
• source, salesperson
Processes for pre-sale,
• post-sale,lease retention,
• lost
Schedule activities based
• on different time
• methodology
DealerKnows: CRMs
What your CRM should be doing for you:
Integrate with Inventory,
DMS, Desking
Custom reporting /
Custom dashboards
Alerts when emails
arrive/open/read/responde
d-to
DealerKnows: CRMs
What your CRM should also be doing for you:
Enterprise level access
and dashboards
Enterprise level lead
bucket views for BDC
Automatically push
duplicates
Mobile ready
Save all iterations
Equity / lifetime value of
customers
DealerKnows: CRMs
Who churns the CRM?
DealerKnows: CRMs
Driven by Sales
Management.
Supported by
staff.
DealerKnows: CRMs
Leads provide energy.
DealerKnows: Lead Acquisition
Lead Providers = Protein DealerKnows: Lead Acquisition
Be your own lead provider.
DealerKnows: Lead Acquisition
DealerKnows: Lead Acquisition
Where’s
the beef?
DealerKnows: Lead Acquisition
Inventory listing sites by the numbers:
DealerKnows: Lead Acquisition
Third party lead providers:
DealerKnows: Lead Acquisition
DealerKnows: Lead Acquisition
DealerKnows: Marketing
Branding,
Advertising, and.
Merchandising
provide stamina.
Eat your fruits and veggies.
DealerKnows: Marketing
Display, traditional, and inventory marketing:
DealerKnows: Marketing
DealerKnows: Marketing
The price is right.
DealerKnows: Marketing
Step on the scale.
Starving Healthy Stuffed
OEM Website (OEM controlled on-site SEO)
Website (including mobile) - SEO (both)
- SEM
- Conversion tools
Multiple websites
Retargeting, Landing pages, video
pages, mobile apps, pop-ups, Off-
site overkill, big budget PPC
Server-based CRM or
disconnected CRM and ILM
Fully integrated
CRM
Fully integrated CRM (without buy-in, utilization, and
training)
Organic and OEM (unless you rock)
Organic, OEM, and
Inventory leads
Multiple 3rd party leads
and subscription
services
- Do it all yourself pics
- Overvaluing a handshake
- Used Car Manager uses gut
- Efficient merchandising
- Value Proposition of
value
- Priced accordingly
- Outsourcing inventory
- Massive Advertising Expenditures
- Paying to be the only one
Eat a sandwich already Balanced Diet Put down the fork
DealerKnows: Marketing
Thanks.
Joe Webb Founder and President
847-456-5130
facebook: /dealerknows
twitter: @zonewebb
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
TaskTeacher.com
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