Effective Digital Marketing Techniques for Your Fixed Operations Departments With Brian Pasch, CEO of PCG Digital Marketing Moderated By Mike Bowers, Executive Editor of DealersEdge Thursday, July 28, 2011 1 2pm ET Brian Pasch - CEO, Pasch Consulting Group Brian is an 20 year veteran of the direct marketing industry. His career has spanned both management and technology roles. He continues to lead research into Digital Marketing platforms. PCG continually tests new digital marketing strategies which can provide a cost effective channels for business advertising and lead generation. Brian Pasch and his staff are currently rating the effectiveness of the top social networking and blogging portals. PCG works for and with an ever-growing number of auto dealers and dealer groups from all over the country to maximize results of their digital marketing efforts. 1
Fixed Operations Digital Marketing Presenter: Brian Pasch, CEO PCG Digital Marketing @automotiveseo brian@pcgdigitalmarketing.com Do You Have A Digital Marketing Strategy? 2
Take Your Cell Phone Out Stay Connected Text: PCGtips to 75674 Text: PCGedu to 75674 3
Workshop Goals Understanding the opportunities for online marketing Latest Changes in Search Marketing: Google +1 Why Google Places Is Important For Fixed Operations Leveraging free advertising tools for Fixed Operations Google Places Videos Content Syndication Testing paid advertising strategies for Fixed Operations Adwords Facebook Microsite Marketing For SEO Lead Generation Text and Chat Strategies Improving The Service Scheduling Interface Getting Started Prioritizing Your Choices The Googlized Consumer 4
The Googlized Consumer A consumer with a Google Account can: Place a review on Google Places Tag Your Website Pages with a +1 Tag Associate their profile with your business (Google+) A Googlized Consumer Is Your Secret Weapon They can change the attractiveness of your inventory pages, videos, brochures, press releases, and anything you publish online The Socialized Search Page 5
The Socialized Search Page Looking Closer.WOW 6
You Staff & Customers Can +1 For the FIRST TIME, your staff and customers can participate in impacting your search engine results. They key is that they have to have a Google login. This goes back to the value discussion on identify your customers who have Google Accounts. What happens when your staff and customers start to +1 your pages and their PHOTO thumbnails start to show up in front on in-market shoppers? Send out a company email today..require everyone to have a Google Account! Google +1 Example Outside Autos 7
How To Add a +1 Vote Do a search on your dealership name once you are logged into your Google Account Click on the +1 button next to each of your listed assets. You can even +1 your Google Adwords ads How To Add a +1 Votes For Service Click on your website assets +1 button and it will turn blue. 8
Fixed Ops Search Marketing Strategies SERP Regions Simplified SEO SEM Google Places Can also be broken into two pieces, in some cases, with SEO listing in between. Google Places SEM SEO 9
Dealers Are Not Dominating Search Dealers Are Not Dominating Search 10
Dealers Are Not Dominating Search OEM Fixed Ops Searches Get Better 11
Two Dealers Are Using Adwords Competitive Opportunities 12
Fixed Ops & Social Media Before we increase awareness about our Fixed Operations Department we need to have a foundational Reputation Management Process in place. Once the reputation management process is in place, a social media engagement strategy makes sense. This can include a Facebook Page just for Fixed Operations if you have the resources and motivation to communicate with local customers. Google+, when brand pages are available, may be a better solution long term for Fixed Ops. Google+ And Circles You can create Circles for your various customers based on brand and communicate to them directly without overcommunicating to non interested parties. 13
Impacting Fixed Operations Digital Marketing And Powered By The Amazon Effect All Your Ad Dollars Are Impacted by Google Places 14
Google Places For Fixed Ops Searches Google Places pops when Google thinks you are looking for a business or service Business Listings Show Contact Info & Consumer Reviews 15
Look At The Power of Reviews Look at the Power of Reviews! It Highlights Key Data Dealers Name Address Phone Number Reviews Directions and Map All of this data is important for Google Places Optimization (GPO) 16
Why Care About Google Places? Google Places is the #1 Free Source of Traffic To a Dealer s Website It appears 25,000 40,000 times a month in search results making it the #1 most visible secondary dealer website. Google Places consolidates reviews from the Internet in one dashboard creating in effect a dealership reputation score. Google Places Has Strong Visibility 23,927 times a month the Places page is displayed in search for this dealer Would you like 1,050 free visitors to your website? 17
Reputation Management Process Dealer s need to recognize the importance of implemented processes to get their customers to post reviews online. The Dealer has the POWER to make Google Places: Drive more traffic to their website Drive more traffic to their competitors. MANY dealers are not taking online reviews SERIOUSLY. Taking It Seriously Means Increasing review counts significantly each month on Google Places and 3 rd party sites. Reading and responding to positive and negative reviews every week. Recognizing employees who are getting the most reviews posted online. Syndicating their positive reviews. Is Your Dealership taking reviews SERIOUSLY? 18
Google Changes The Rules However, In July 20 th, 2011 Google changed the rules on how reviews are displayed on Places. The change was influence by anti-trust concerns as well as the monetization goals of Google Places using Google Boost. This change demands a shift in the dealership s online marketing strategy. Google Places Prior to July 20th 519 Review Counter based on all online websites 19
A Tsunami of Change Now only reviews on Google Places show in star count Google Places Prior to July 20th 325 Review Counter based on all online websites 20
Google Places Prior AFTER July 20th 29 Reviews coming only from Google Places Prior to July 20th 21
After to July 20th 1,287 reviews down to 26 1,794 reviews down to 22 Interpreting This Change Dealers need a process in place to collect In-Store reviews than can be posted directly on Google Places This does not mean dealers should eliminate posting on 3 rd party review sites. This change means the processes and priorities must change. The benefits to dealers that react and increase direct Google Places reviews will be significant. Dealers with a high number of Google Places reviews can also utilize Google Adwords Express, which we ll cover later. 22
Review Collection Outline Identify customers that have a Google Account. Ask them to post a review inside the store using a 3G ipad through the Google Places App. (60 seconds) A p p Who Has Google Accounts? 25-40% of your customers have Google Accounts You need to create scripts to engage customers in: Service F & I Sales 550,000 Android Mobile Apps are activated a day and each one has a Google account. The sooner you setup processes to identify Google activated consumers the sooner you can also start using Google +1 to increase social and SEO relevance. PCG is now using +1 as part of our SEO strategy. 23
Review Acquisition Processes If they don t have a Google Account Ask them to post an in-store review on PrestoReviews If you don t use PrestoReviews Get their commitment in the store to post a review from home. Give them a reminder postcard when they leave. Update email templates to include links to your review pages. Update CSI phone scripts to include online review reminders. Update any written thank you letters with review reminders. Review posting can be simplified by creating an I Love site since the one domain name can be used to promote reviews on multiple 3 rd party sites. Reputation Management Portals 24
Once You Have Reviews Use Adwords Express to Amplify Reviews This is paid advertising using Google Boost which using Google Places reviews 25
Notes About Google Adwords Express It is NOT Google Adwords. Google Adwords Express is managed through Google Places. It s Adwords for Dummies. Instead of keywords you pick categories and the ads are displayed when Google thinks you are a match. Clicks can go to your Google Places page or to your website. Google Adwords Express has its own analytics for tracking. Google Adwords Express Analytics 26
Creating an Adwords Express Ad Select Category like Oil Change Service GPO Categories and Services Inspect your competitors Google Places profiles Look at which category tags they are using Make sure you are selecting at least one Service Category Make sure you didn t leave any stone unturned on your own Google Places listing. 27
Create a Fixed Ops Places Page Some dealers are creating a separate Google Places page for Service. This allows then to assign a separate phone number of service on Google Places. We recommend a separate microsite for Fixed Ops marketing. Then you can pick 5 categories specific to Fixed Ops. GPO Coupons, Videos, Reviews Google Places offers your listing Coupon Promotions You can add Fixed Operations Videos You can advertise your specials and ratings If Google Places Is That Visible, Leverage it For Fixed Ops!! 28
YouTube Video Marketing Creating Videos To Match Popular Keywords Videos Can Be Loaded For Free on YouTube Video Titles Should Match Keyword Goals Break Down The Wall using Video Make The Case Why Consumers Should Trust You With Their Car! 29
A Silly Little Video 895 Views Since February 30
1,014 View Since February Dealers Need An External Linking Strategy PPC Adwords Microsite Blogs Links Links Your Website Links Social Media Likes Press Releases Links Links Brochures Video & Photos Possible Traffic Sources 31
Microsite Marketing SEO Annuity Microsite Marketing SEO Annuity 32
Improving the Service Interface Visit: www.bmwultimateservice.com Is It Working? 33
Irvine BMW Case Study Re-Thinking Fixed Ops Microsites If you could increase your visibility as an organic strategy If you could automate PPC landing pages for any service If you could increase conversion using better appointment technology If you could add remarketing to the equation You could significantly change the dynamics of Fixed Ops Digital Marketing 34
3 Quick Ideas To Leverage Your Existing Website Traffic For Fixed Operations 3 Solid Investments to Test ReTargeting Chat Text Campaigns 35
1 Google ReTargeting Ads Follow You Around The Web 36
Ads Follow You Around The Web What Should You Be Saying? Don t Chase Them on Price Talk about your Local Reputation Broadcast The Frequency Of Fresh Inventory Highlight Your Work In The Community Promote Service Specials & Loyalty programs DO THE MATH unique visitors x 12 months = 37
Chat Are You Engaging? Study On 28,000 Chats Education Level Percentage Some High School 2% High School 17% Some College 32% College 28% Some Post Graduate 7% Masters 10% Doctorate 4% 49.9% Men, 50.1% Women Age Percentage 21-30 21% 31-40 24% 41-50 24% 51-60 14% Income Percentage >20k 23% 20-30k 23% 30-40k 22% 40-50k 12% 50-60k 12% 60-75k 10% 75-100k 15% 100-150k 10% 150k+ 5% 38
Text Campaigns 88% of Adults 45 Years Old and Younger prefer TXT over a phone call or email. These stats are based on 17 Markets Potratz Agency 5.5 Billion Text are sent every 24 hrs in the USA 39
Advanced Digital Marketing Architecture Video & Graphics Social Media Microsites Document Portals Blogs Review Websites Press Releases Bookmarking Portals Paid Advertising AT/Cars/3 rd Party Leads Google Places Main Website Syndication 80 This architecture builds links, traffic and relevancy 40
Feb 1-3 rd Just Prior to NADA 41
Please Post a Review Today Click on Internet Trainers 42
Working For Your Success Self Serve Education & Advice Join online communities that allow you to engage with your peers and get help for free: www.internetsalesmanager.org www.dealerrefresh.com www.drivingsales.com www.automotivesocialmedia.org Need Coaching, Just Call! Office: 732.450.8200 Cell: 732.672.2356 Email: brian@pcgdigitalmarketing.com 43