DIGITAL MARKETING. Better Experience. Better Results.

Transcription

1 DIGITAL MARKETING Better Experience. Better Results.

2 THE PROBLEM These days, vehicle shoppers are visiting fewer and fewer dealerships before purchasing a vehicle. Instead of doing their shopping at a dealership, they re spending nearly 15 hours, over the course of several months, researching vehicles online. They research pricing, determine their trade-in value, compare makes and models, and locate dealers near them all from the comfort of their homes, offices, mobile phones, etc. This means walking in remains the most common initial point of contact between a vehicle shopper and a dealership. WHO IS J&L MARKETING? Over the last 27 years, our automotive marketing solutions have increased traffic & sales for the most iconic automotive brands in the world. We re constantly working to create innovative solutions that generate results for our dealers. That s why we decided to take some time and study the latest vehicle shopping trends and provide a digital marketing solution that gets results. THE RESEARCH Consumers today are in control. They re doing the research and making decisions based on their own discoveries. They don t wait for your sales team to answer their questions. They find all the answers they need online. What we realized is that, in order to reach today s vehicle shoppers and influence their buying journey, we would have to study and understand how consumers shop for cars step by step. So we did.

3 60% of vehicle shoppers are undecided at the beginning of their search. This means that you consistently have a large pool of in-market shoppers who are willing to consider your dealership. All you have to do is convince them that you have what they need. The problem is, you no longer have control. They re doing their research and narrowing down their choices on their own. These shoppers are spending 83% of their time searching for information on third-party sites like Edmunds, KBB, Car and Drive, blogs, and forums even Facebook and YouTube are used by vehicle shoppers to narrow down their search. In fact, third-party sites are the most-used sites for online car shopping. This is due to two different issues. One, consumers find dealership websites helpful during parts of their shopping experience, but don t find them as trustworthy as third-party sites. And two, they don t provide all the answers consumers need to know before purchasing a vehicle. Here Are a Few of the Questions Vehicle Shoppers Are Seeking Answers To: Which Car is Best for Me? Is it Right for Me? Can I Afford It? Where Should I Buy it? Am I Getting a Deal?

4 These shoppers narrow down their search moment by moment. They begin their research with a broad range of makes and models. Then, they narrow down their choices one after another until they re ready to choose a vehicle that s right for them, at a dealership near them, that offers that vehicle at a price that works with their budget. Nothing else will do. In addition, 53% of shoppers use multiple devices. This means that they re searching for information at home, at their office, in their car, at the mall, etc. When they re in the market, nothing is off limits. They re searching everywhere on the internet and they re doing it all the time. This means dealers MUST provide a truly consistent omni-channel message. While one channel might not have as strong of an effect as another channel because shoppers will interact with each channel differently every channel a shopper interacts with is critical to making a sale. Each channel is necessary for providing a shopper with the information they need to purchase a vehicle and each channel is a worthwhile investment of time and money. Today s technology allows dealers to produce consistent marketing messages designed for each of the channels (and devices) used during a vehicle shopper s journey. Because of this, many dealers are turning to marketing agencies to help them set up a successful digital marketing strategy in order to meet vehicle shoppers repeatedly and effectively throughout their buying journey.

5 Unfortunately, for many dealers, it s difficult to track whether they re getting the most out of their digital marketing budgets. Dealers look for increased showroom traffic and sales, but are not always able to diagnose the shopper s marketing interactions that led to their visit and purchase. This means their current digital marketing strategies may not be getting the results promised. WE HELP YOU WIN WITH DIGITAL MARKETING Our team conducts a market analysis and customizes a digital marketing plan that fits your dealership. We optimize your budget for the moments that matter most. We make updates and changes based on what our data shows will generate the best results. Plus, our team of digital marketing experts are only a call or away. They re ready to answer any questions you might have. 1 CAMPAIGN HOW DO WE GENERATE BETTER DIGITAL MARKETING RESULTS? Our Digital Marketing has three unique factors that combine to deliver results time after time: MANAGEMENT You strategically organize your dealership s lot. We take the same approach to setting up the account structure of your digital campaigns. Campaigns, ad groups, keywords and ads are all organized in the best possible way to entice shoppers and result in more vehicles being sold. Google Partner J&L Marketing is among the elite tier of automotive marketing agencies who can say they are a Google Partner. Of the 120,000+ agencies using Google AdWords, less than 5% receive the level of support that we do at J&L Marketing. This is a testament to the amazing results that we produce for our clients and our in-depth product knowledge. As a Google Partner, J&L Marketing has a dedicated Google Account Team that will help ensure that your digital campaigns are running at peak performance. We also have access to exclusive beta extensions that help keep our digital marketing innovative and cutting edge.

6 2 DEEP We Don t Set And Forget Your Campaigns We continually optimize towards driving the most leads at the lowest costs. Your dedicated Digital Marketing Analyst will communicate on your terms and hold weekly or monthly optimization calls to review your results and plan upcoming campaigns. When you interact with us, we ll highlight opportunities and the data that align with your business goals. You ll understand what changes we re making and why we re making them so you can get the best ROI each and every time. DATA We do extensive research before spending one dollar of your digital ad budget. We use three separate types of data to deliver the best results. Offline Data We perform a proprietary market analysis that identifies geographic pockets of in-market vehicle shoppers with the highest propensity to buy. This means that you won t waste your ad spend on out-of-market consumers. Online Data We use proprietary software to digitally analyze your online marketplace and to spy on your competition. This allows us to craft better messaging and to target campaigns where it will hurt your competition the most. DMS Data A dealership s data management system (DMS) is its most valuable asset. We use your DMS to create custom audiences that allow you to digitally defend your customers online. This is important because it will help you maintain your market share. We can also use this data to exclude audiences who won t respond and conquest customers from your competition. Online Reporting Dashboard Our comprehensive online reporting dashboard allows you to have 24/7 access to all of your digital campaigns in one place. Which means you ll know exactly how your campaigns are doing all the time! Plus, it s customizable to your needs, so we can make sure you get the information that matters most to you.

7 3 MARKETING STRATEGY All of this works together to create a digital marketing strategy that gets results. It s unique because it considers customer action and combines that with dealers needs. We work hard to offer a digital marketing strategy that outperforms any other! VIN Specific Paid Search Our VIN specific paid search technology uses expanded text ads for model-specific paid search campaigns. These ads feature information relevant to a specific VIN (car) such as price and mileage. When one of these ads is clicked on, it takes the shopper to the vehicle details page for that specific vehicle on your website. This provides the shopper with the exact information that he or she wants and is delivered in their exact time of need! Plus, we dynamically populate the keywords, ads, and ad groups multiple times per day. This maximizes your ad dollars by only bidding on vehicles that you currently have in stock, each day. VIN Specific Facebook Remarketing Facebook is the third largest website in the world. In addition, 75% of the U.S. population spends nearly 50 minutes browsing Facebook, each day. Our VIN specific Facebook remarketing capability allows you to reach one of the largest markets in the world. It s an elite marketing tactic that allows you to serve VIN (vehicle) specific ads on Facebook to shoppers that previously viewed that VIN s vehicle details page on your website. These ads are more contextually relevant to consumers and, because of this, produce better engagement, CTRs, and conversion rates which is more cost-effective for you! VIN Specific Display Remarketing Our VIN specific display remarketing capability allows you to catch your shoppers attention with marketing they can t ignore. It allows you to serve highly relevant, VIN specific ads to previous website visitors via the Google Display network, which covers 90-95% of all websites online! This capability defeats banner ad blindness and results in quality clicks to your website.

8 J&L s Digital Marketing Strategy solves the problem of reaching vehicle shoppers. It meets shoppers where they re at with information that s relevant to them. By following their buying journey and serving ads that speak directly to their needs, you ll be able to advertise to customers the way they want and expect. Plus, with our campaign management, you enjoy a customized, digital marketing experience that gives you the control you need to feel confident as you increase your showroom traffic and sell more cars. [ ] Interested in continuing the conversation about Digital Marketing, or want to learn more about J&L Marketing? CONTACT US TODAY inquiry@jandlmarketing.com jandlmarketing.com