Posts Tagged Training

ADM Community Ranked 10 of 100 Top Auto Blogs by Independent Source

The dramatically tall Infographic that appears below showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow in 2013…

When the author (Ron Mays) who assembled and created the infographic that shows this ranking of the “Top 100 Automotive Blogs and Networks for 2013” first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced by CouponAudit and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected and ranked.

The infographic that Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below:

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view top 100 Auto Blogs to follow in 2013, which CouponAudit ranked according to quality of posts.

Visit and join the Automotive Digital Marketing Professional Community at www.automotivedigitalmarketing.com

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Top 15 New Year Resolutions for Marketers Serving Car Dealerships – Automotive Digital Marketing Professional Community

Top 15 New Year Resolutions for Marketers Serving Car Dealerships


The Infographic shown below contains the top 15 recommended action items for automotive marketing professionals going into 2013… These were developed by the exceptionally talented marketing professionals at Hubspot and are well worth reviewing with your team and/or simply working them into your daily, weekly and monthly ongoing dealership marketing tasks to be completed as indicated:

16 Smart Resolutions for Better Marketing in 2013

It’s here — the turn of the new year. And you know what that means… This is your chance to reboot and decide what changes you’ll make in 2013.

Are there specific skills you haven’t quite mastered yet?

Do you have a particular goal in mind that you weren’t quite able to hit in 2012?

Of course, these goals could pertain to your personal life, but what about some career and marketing-related goals, too?

Why not improve some critical skills and habits that could advance your marketing career and make you an even stronger contributor to your company’s success?

What marketing resolutions do you want to make?

If you’re not sure where to begin, for starters, HubSpot would love to help! We’re offering our marketing community members a free consultation to chat with a HubSpot expert about 2013 goal planning. (Not too shabby!) It’s worth the investment to take some time to figure out what will be different for you and your marketing in 2013. So consider chatting with us, and take some time to reflect on your challenges and goals by setting some strong marketing resolutions for 2013. Here are 16 great ideas to get you started, chock full of with links to more in-depth tips and resources to help you become a better marketer in 2013 …

“I want to become a stronger, more multifaceted content creator.”

1) I will blog at least twice a week. Did you know that, according to HubSpot’s 2012 Marketing Benchmarketing Report, companies that blog 6-8 times per month generate over 2X more leads than companies that blog just twice a month? Valuable content is the meat that attracts visitors and leads to your company. Making the commitment to an increased blogging frequency should significantly increase your lead flow. Considering adding this to your list of resolutions? Here are 10 ways to never run out of blog ideas again.

2) I will produce at least one video in Q1, and post it on YouTube. Video content can communicate a story or emotion better than almost any other form of content. A lot of marketers have a mental block that keeps them from creating video content due to a lack of technical savvy or resources. Kick those excuses to the curb and use this goal to tell one of your customers’ success stories — it could become the strongest selling tool in your sales reps’ tool belt.

3) I will become an active contributor to social media by posting articles to my company’s social channels. Maintaining an active, helpful social presence is a great tool for growing a reach that can be used to promote your best content. If this is a current weakness of yours, start by making a commitment to sharing others’ content so you can grow that valuable following. Need help planning your social media updates? Check out our free social media publishing schedule template.

4) I will work to enhance my and/or my team’s design skills. This resolution is especially relevant for 2013. A recent HubSpot study found that photos on Facebook generate 53% more Likes than text, and the trend toward visual content is only growing in importance. In 2013, investing in design skill development will be crucial for creating effective content for social media and other marketing channels. Purchase Photoshop for your team, ask a designer to host a short design tutorial, spruce up your PowerPoint skills, and download our 35 free email design templates — or check out these awesome, free design tools — if you’re a marketer on a budget. There are a lot of ways to become a better designer. Take advantage of them!

“I want to better optimize my marketing to drive stronger results.”

5) I will take the time to conduct a website audit in 2013. When’s the last time your website got a checkup? If it’s been a while, there could be plenty of missed optimization opportunities you never even knew existed. Does your website rank for certain terms that you didn’t know about? Conduct an SEO audit. Are there certain pages on your site that aren’t optimized at all — for search and for conversion? A website audit is a great thing to do early in the year so you reap the benefits throughout 2013. Check out our 25 website must-haves for driving traffic, leads, and sales, so you can start the new year off right with an optimized website.

6) I will take the time to educate myself and my team about the basics of SEO. Speaking of search engine optimization, every inbound marketer should know the basics of SEO. Especially with recent Google algorithm changes, there are some ways you can improve your search engine optimization through improved social performance (that’s right — they’re connected), and more! Download our free on-page SEO template, brush up on link-building best practices, and make sure everyone who creates content on your team keeps SEO best practices in the backs of their minds.

7) I will conduct one landing page A/B test per month to optimize my landing pages. When it comes to lead generation and reconversion, the difference between a 15% landing page conversion rate and a 25% conversion rate can be HUGE. Imagine if you could automatically generate more leads without changing your promotion strategy or generating more traffic — but rather just by optimizing your landing pages themselves? By making a habit of testing your landing pages on a regular basis to get more bang for your buck, you may be able to significantly scale your lead generation without having to scale your team! Check out this guide to landing page A/B testing to learn more — or download our complete ebook on A/B testing.

8) I will get into the habit of doing email A/B tests prior to emailing my list. Similar to the point above, optimizing an email before hitting send could increase open or clickthrough rates immensely. Who knows — maybe the first CTA headline you think of won’t resonate with your email list. But how the heck would you know if you didn’t test it first? Make this a normal practice in your marketing, and check out these various types of email tests you can try with your next email…. And while we’re on the subject of email optimization, you’re segmenting your email list too … right?

“I want to become a more data-driven marketer.”

9) I promise to set specific, numerical goals for every project I do. Goal setting is an important habit for every marketer in order to both evaluate and communicate their successes. Starting a new video series? What number of views, shares, website visits, or leads do you need to attract to make this initiative worth it? Make this step number one for all your work moving forward, and check out this free template to help you determine your 2013 marketing goals.

10) I will start tracking my analytics every week — if not every day. This is just plain good housekeeping. By keeping a pulse on how your marketing is performing on a regular basis, you can keep yourself from falling behind. A great way to do this is to use a waterfall chart to track your progress toward an end goal. If you get behind early in the month, you’ll know that you need to go full-steam ahead to fix the problem fast so you can still finish strong. Here are some other reports you should set up with your marketing analytics to keep your marketing — and sales — teams accountable.

11) I will commit to tracking my leads to sales, so I truly know what marketing channels work best.Smarketing” is a beautiful thing. Very easily, we marketers get caught up in measuring success by marketing numbers exclusively, but what works for us might not be what’s best for the business. For example, a marketer at a software company could get 10,000 people to download a flip-book of cute kitty images (Hey, I’d download that!), but it doesn’t mean those 10,000 people are going to be good fits as customers. Using closed-loop marketing analytics and aligning your marketing goals with sales goals to understand if your content is attracting the right people will help you understand what’s best for the business.

12) I will encourage my team to independently measure their work, and report back to me. Measuring progress doesn’t need to live at the management level exclusively. In fact, it may work to your benefit to encourage data-driven habits at every level as a tool to keep your marketing team accountable. Empower your employees by cultivating a data-driven culture. Help your team understand how they can track their progress, and ask them for updates periodically so it’s always top of mind.

I want to become a better overall inbound marketer.”

13) I will pick an organization I love and learn from them. Is there a company out there that you admire because of a particular way they do marketing? For instance, maybe you love Oreo’s content in social media. Or maybe you aspire to be as creative as Disney. Dissect WHY you love that organization, and learn from their marketing choices. Even if that company is in a completely different industry, there will likely still be key, valuable takeaways that can help to inspire your own marketing promotions. Start by checking our list of 10 of the most memorable marketing campaigns in 2012.

14) I will further my own education as a marketer by attending conferences and reading smart content every day. Never be too busy to keep learning. Consider attending a couple of top-notch marketing conferences this year. Print marketing ebooks and read them before bed, or read through an RSS reader of your favorite blogs while you sip coffee in your slippers. (Are you subscribed to this one yet, by the way?) You can always make the time. Find ways to keep your brain active and learning, and do the same for your team. Help them find educational resources they enjoy and can read every day, and set a good example by being a lifelong learner yourself.

15) I will accept feedback from my boss, teammates, customers, and community. A closed mind is a stagnant mind. Always be open to feedback when it’s given to you, and request it regularly even when it’s not. Survey your customers and clients to gut check their happiness. You may learn simple ways to make their lives better that make all the difference, yet takes no additional time from you. And, you’ll be improving the impact of your marketing along the way!

16) I will make a commitment to creating marketing that people love. The true path to successful marketing is making sure all the content you make, information you provide, and emails you send make your target market love you. When you create lovable marketing, it will also get clicked on, shared, downloaded, linked to, and promoted more often by your audience. And if you can build rapport and trust in the marketing stages, you’ll be teeing up a relationship that could lead to a lifelong, happy customer. To learn more about creating marketing that people love, check out our step-by-step ebook on lovable marketing here.

via Automotive Digital Marketing Professional Community.

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Should Managed Chat Be Part of a Lead Acquisition Budget?

Should Managed Chat Be Part of a Lead Acquisition Budget?

 

Lead Acquisition Budget: Are Managed Chat Service Providers A Lead Source?

I was speaking with an Internet Sales Manager a few days ago and we were discussing the budget she managed for purchasing leads from the traditional 3rd party lead providers such as Dealix, Autobytel, Automotive.com, CarsDirect, etc. The question arose as to which lead providers should be considered reasonably eligible for allocation from a budget category earmarked for acquiring sales leads. It was interesting to me that she seemed to consider AutoTrader.com to be a lead provider, when in fact, AutoTrader has never sold leads, nor will they acknowledge being in the lead selling business… AutoTrader has staked their business model around being an advertising channel whose media is focused on showcasing a dealer’s inventory. So, why do some people incorrectly list AutoTrader as a lead source?

 

The simple answer is that most of us will evaluate our results from AutoTrader based on the number of sales opportunities generated (Leads). Just because that is not what AutoTrader is selling, does not mean that leads are not what we endeavor to buy when we cut a big check each month to ATC.  This raises a few questions about Lead Acquisition budgets for car dealerships… When is a supplier considered eligible to being allocated budget from an Internet Manager, or Marketing Director managed lead acquisition budget? Which types of suppliers should be considered?

  

If there is one category of supplier that has created a whole new source of leads that did not exist ten years ago, it is the services offered by managed chat application providers.  These “Chat” apps can be placed on a dealer’s website, as an email link, on a dealer’s various blog sites and microsites, even in some cases on a dealer’s Facebook Page as well as other social media channels.  In almost every case, suppliers such as Contact At Once, ActiveEngage and CarChat24 will be evaluated based on the number of leads they generate for the dealership as a percentage of total chat sessions and unique visitors to the dealer’s websites, microsites, social media channels and emails opened.  The big difference between advertising channels such as AutoTrader.com and Cars.com, and the major Managed Chat Service providers is that AutoTrader/Cars.com et al has never embraced the leads generated model as their value proposition, yet the Managed Chat Service providers have… So, why would we consider AutoTrader/Cars.com a lead source, and not put the Chat providers in that category of expense?

  

While preparing this article I contacted Shereef Moawad [shereef@carchat24.com] at CarChat24 and asked him for some aggregated performance metrics around Managed Chat Service as a lead generation model. There are two reasons I reached out to CarChat24; the first is that they are the only Managed Chat Service provider that I know of which has worked for dealers on a performance based fee structure that used quantity of leads generated to determine the dealer’s cost for their software and services. The second reason is that CarChat24 has been a sponsor of the ADM Professional Community for longer than any other company, and I am very comfortable with their professional competence, business integrity and the objective validity of their data. Besides that, the company is run by a couple of US Marines (retired) with a remarkably clear focus on exactly what their mission is and the execution of tasks required to deliver measurable results.  

  

Shereef provided me with the following aggregated performance metrics and ratio analysis based on a randomly generated sample of 100 dealers and data collected over a six month time period:

100 CarChat24 Performance Plan Dealers – 6 months of aggregated data

Monthly Dealer Cost Range:

  • Highest Average Monthly Payment for Leads = $2,840.00
  • Lowest Average Monthly Payment for Leads = $85.00

Monthly Average Total Cost for Chat Generated Sales Leads = $489.92

Monthly Average Quantity of Chat Generated Sales Leads per Dealer = 32    
(Note: doesn’t include free service, parts, and query leads)

Monthly Average Cost per Lead = $15.31

 

Taking a look at the above numbers, it is easy to extrapolate comparisons with traditional third party lead providers from a cost/benefit perspective… Since the leads a Managed Chat Service Provider generates are not only exclusive, they are also coming from visitors to the dealer’s various websites and online assets. This means it is reasonable to say they should provide the dealership’s sales team with a higher closing rate than 3rd party leads which are usually being sold to multiple dealerships, and being churned to generate additional leads from the same customers. If the dealer is able to close these exclusive first party Managed Chat generated leads at a 10% average rate, then the resulting cost per sale, based on a $15.31 average cost per lead  is $153.10 Per Vehicle Retailed (PVR).  This is considerably less than the NADA average advertising cost per vehicle retailed (PVR of more that $600.00

 

Of course, we also had to invest advertising in getting traffic to the sites where the managed chat services are provided, but from a pure cost per lead perspective, the use of Managed Chat Services as a lead source looks very viable and fiscally prudent.  

  

It is worth noting how the average cost per lead came in at $15.31 for a performance based model that uses leads generated to invoice the dealership. Here is how that works… CarChat24 uses a variable cost per lead depending on the characteristics of the lead. This is based on the concept that certain lead types have more value to a car dealer.  In the case of CarChat24, the lead types and costs are:

  • Email Leads @ $10.00 each
  • Phone Leads @ $20.00 each (they usually get an email address as well)
  • VIP Appointment Leads @ $25.00 each (they usually get email and phone number, requires a set date and time to be at the dealership)

 

The average cost of $15.31 for the 100 dealers in our aggregate is the result of the following lead type averages:

  • 62% of Leads generated were phone leads
  • 31% of Leads generated were email leads
  • 7% of Leads generated were VIP Appointments.

 

When analyzing lead generation, there are always questions about whether or not these leads are “incremental” and do they come at the expense of other forms these very same customers would have used to contact a dealership if the chat service was not provided.  In almost every case, research and marketing studies have found that leads generated via Managed Chat Applications on websites are indeed incrementally additional leads.  In other words, the leads provided by Managed Chat Services do not come at the expense of the original website’s form fill conversion… They are a net gain in overall volume of leads the site is generating… It is safe to say that Managed Chat increases every web site’s overall visitor-to-lead conversion rate.

 

When the facts are considered and a performance based model is available, it is difficult NOT to justify allocating lead acquisition budget for Managed Chat Service Providers as a valid lead source. If you examine the logic in a little deeper detail, there is a strong case to be made that Managed Chat Services are NOT advertising and are in fact a lead generation source. You could even say that one of the outcomes from a dealership’s advertising should be increased chat sessions handled by your chat service provider, along with an uptick in leads generated.  So, consider allocating a portion of your lead generation budget to a Managed Chat Service provider… It makes sense and will help you generate more dollars of profit for your dealership by providing additional lead volume from the most valuable type of leads you can get… Exclusive First Party Leads!  

 

 

via Automotive Digital Marketing Professional Community.

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CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

 

Personalized Promotional Offers and Event/Time CRM Triggered Emails Seen Delivering Stronger Results than Mass Email Campaigns for Car Dealers and Automotive Marketers

The results stand in apparent contrast to study findings from MailerMailer last year. That study found that emails with the subject line personalized had lower open and click rates than those without personalization. The difference could be attributable to the sample set analyzed. The MailerMailer study took a broad view, looking at opt-in emails as a whole, while the Experian study analyzed promotional and triggered emails only.

I have seen where time spent detailing out the email templates that are triggered by lead status changes in a dealership CRM system creates a highly effective sales and marketing automation strategy. In my own personal experience, the many hours invested in creating custom email templates that are specific for such CRM activities as leaving a voice mail, trade-in estimate, payment quotes, changes in program interest rates for the specific vehicle the customer is interested in, or sending a price quote will pay off with a robust ROI. Customers receive a steady stream of personalized messages that are triggered by an event or timing that is predetermined and logically expected by the customer… When done properly, these automated highly personalized CRM triggered emails will elicit a thank you from customers for the diligence a salesperson has exercised in staying in contact with them. Quite simply, there are few other sales automation systems appropriate for car dealerships with as positive a result as robustly customized CRM implementations.

   

For CRM system triggered emails, those with the subject line personalized had an average open rate of 29.2%, about 25% higher than the rate for those broadcast email campaigns without personalization (23.3%).

  

As for unique click rates, personalized emails outperformed their counterparts for both promotional emails (3.2% vs. 2.3%) and triggered emails (6.7% vs. 4.4%).

   

The Experian study also finds personalization providing a significant lift in transaction rates and revenue per email:

  • For broadcast type promotional mailings, transaction rates were 7 times higher (0.35% vs. 0.05%), while for CRM triggered mailings, they were more than twice as large (0.62% vs. 0.25%)
  • For promotional mailings, revenue per email was more than 6 times higher ($0.26 vs. $0.04), and for triggered messages, they were 63% higher ($0.31 vs. $0.19).

Source 1: MarketingCharts.com/personalized-promotional-and-triggered-emails-s…

Dealer-to-Customer Emails:
Data Shows Longer Subject Lines Get More Clicks

These emails have a CTOR 94.7% above the average (and click and open rates 276.4% and 93.2% above-average, respectively). B2B emails show a similar trend, though not quite as clear cut. Emails with subject line length of 20 characters performed above-average for all 3 metrics, though the rates generally dipped after that until recovering from 90 characters in length and up. The peak for open rate was 20 characters (24.6% above-average), while the peak for click rate was for 140 characters (82.7% above-average) and for CTOR was also 140 characters (72% above-average).

E-commerce Emails Show Mixed Trends

Data from Adestra’s subject line study indicates that when it comes to the e-commerce sector, the results are fairly mixed. Subject lines 110 characters in length performed best for open rates (122.4% above-average), but those 70-characters-long did best for click rates (91.1% above-average), while those with 30 characters achieved the best CTOR (17.4% above-average), despite the latter having below-average open and click rates. Overall, subject lines with 70 characters appeared to do the best, with above-average performance in each metric.
  

For the events sector, short subject lines (20-30 characters) got the highest open rates, while longer subject lines (120-150 characters) got the best click rates and CTOR. Publishing emails displayed the same pattern as events emails, though for charity emails, short subject lines had the highest open, click, and click-to-open rates.
  

Overall, across the 6 sectors studied, despite an open rate peak for emails with 20 characters, longer subject lines (100+ characters) appeared to deliver better open, click, and click-to-open rates. This compares with recent studies from MailerMailer and Informz, which found shorter subject lines to clearly have the best open rates, though with mixed results for click rates.
  

Word Count Results Similar

Further results from the Adestra show that word count length has a similar effect to that of character count, but is amplified. Email subject lines that are a single word have a spike in open, click, and click-to-open rates relative to the average, though all metrics dip in response rates alongside increasing word length, until 15 words and longer, when they begin to rise and hit new peaks.
  

Looking at the results by sector, some interesting patterns emerge. For e-commerce emails, 1-word subject lines had the highest open rate, but 4-word lines had the best highest CTOR relative to the average. For events emails, shorter word counts (2-5) delivered the best open rates relative to the average, but longer word counts (19 and up) delivered both the best click and click-to-open rates relative to the average.
   

For the publishing sector, the results were clearer: longer subject lines delivered generally higher-than-average open, click, and click-to-open rates, aside from a spike at 2 words. For the charity sector, short subject lines did well for open and click rates, and longer counts (14 words and up) performed worst for click-to-open rates.
  

In the B2B and B2C sectors, open, click, and click-to-open rates were generally better for longer word counts, though 2-word subject lines performed best overall in the B2B sector.

“Coupon” Fares Worst Among Offer Terms

Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results.

  

According to Adestra, the words “sale” and “% off” performed best in click rates and CTOR relative to the average for offer emails, and also perform among the best for open rates.

   

Other Findings:

  • For the events sector, using currency (particularly $ signs), first names, “thousands,” or “millions” can have an uplift for all 3 metrics.
       
  • For the publishing sector, “video” and “exclusive” perform very well relative to the average, while the terms “newsletter,” “research”, “report,” “forecast,” and “intelligence,” all perform significantly below-average.
       
  • For the charity sector, the words “appeal” and “donate” fare poorly compared to the average, while “give” has above-average results.
       
  • For the B2B sector, currency symbols, as well as words such as “profit,” “revenue,” “turnover,” and “referral” perform markedly above-average, while the term “B2B” shows very poor response rates.
       
  • For the B2C sector, “sale,” “% off,” “video,” “exclusive,” and “new” perform best, while “coupon,” “half price,” “free,” and currency symbols are below-average.
       
  • According to a July 2012 report [pdf] from Experian, including the word “exclusive” in the subject line can provide a lift of 14% in promotion mailings (15.9% with vs. 14% without). Similarly, subject lines including “top 10″ or “top 5″ deliver open rates 13% higher than promotional emails without them (16.1% vs. 14.3%).
        
  • Also per the Experian findings, emails asking customers to rate and review purchased items generate 2 times higher open rates, 39% higher click rates, 22% higher transaction rates, and 32% higher revenue per email.

About the Data: The Adestra study campaigns had more than 5,000 recipients per campaign, but were not limited to large campaigns. The study was conducted across the client basis without regard to list size.

 

via  Automotive Digital Marketing Professional Community.

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Online Car Selling Checklist for Automotive Marketing

Online Car Selling Checklist for Automotive Marketing Professionals

 

Online Car Selling Checklist

Can a computer sell a car?

While much of the online car selling process is automated these days, the answer is still no. To successfully sell a car online, there are a few essential points that auto dealers and individual sellers need to remember. Mere hours of work, invested by a few people, can dramatically improve your vehicle sales online.

Before you post your vehicles on the internet, double-check Strathcom’s Online Car Selling Checklist:

1. Do you have great descriptions to hook your reader?

When you’re selling online, you need to engage your reader the same way an author does, in the first paragraph. Do you have detailed, complete vehicle descriptions? If not, don’t expect to sell cars.

*Pictures and descriptions can lower a bounce rate by up to 60% (Bounce rate is the percentage of people  that leave your site without clicking through to another page)

Tips:

  • Be descriptive — “soft, heated leather upholstery” sounds better than just “heated seats.”
  • Use safe terminology — avoid words like “mint” or “new.” A car isn’t new if it’s three years old. Rather, use ambiguous or interpretive terminology like “very clean,” which won’t cause problems down the road.
  • Use words people relate to — “well maintained,” “local,” and “accident–free” are examples.
  • Paint a picture — help readers picture a car in their minds. A good description for a convertible: “This cabriolet turns heads cruising in the sun.”
  • Tailor descriptions — is it summer? Then describe the efficient A/C system. Winter? Mention the vehicle has a car starter and heated seats.
  • Instil confidence in the reader — use words like unique, rare find, great find, very successful, award winning, economical, powerful, safe, beautiful, stunning, eye catching, head turning, best-selling, etc. Customers want to know they’re making a great buy.
  • “What’s in it for me?” — Highlight the benefits of each element you are describing to your customer. Don’t just say “has silicone wiper blades,” but rather add “Silicone wiper blades last three times longer and perform better than ordinary rubber blades. They offer resistance to fuels, oils, acid rain, washer fluid and road grime.”

The industry is changing. Things like “Tilt” and “ABS” are no longer selling features. People now want to know the MPG or L/100km they will get on a tank of gas. Honesty is important too; if a vehicle has high kilometers, admit it — but focus on its spotless service record.

Bottom line: writing good descriptions will increase the amount you get paid for your vehicles.

2. Have you posted pricing for all of your vehicles?

While some dealers feel that more people will call if there is no price, this is never the case. You should at the very minimum post a MSRP for new vehicles and make it easy for a consumer to submit a lead for more information. Pricing should always be posted for used vehicles — no exception.

3. Are your descriptions legible?

Ensure that your listings have proper spelling, grammar and easy-to-read fonts. Avoid wild colours, OVER-CAPITALIZATION (AKA “caps lock syndrome”), and fancy fonts as these elements will not give you more attention, but rather annoy the reader.

*Car buyers now physically visit only 1.3 dealerships before buying. Don’t give them a reason to go to the competition

   

4. Are you consistent across all postings?

Complete descriptions, detailed photos, proper prices — all of the elements that make a good vehicle posting need to be applied across the board on your listings to capitalize on return traffic. Consumers will research for 3-6 months before making a purchase, meaning they will return to your site multiple times; you should convey the correct brand message on each visit.

5. Do you have photos for all of your vehicles?

Having good vehicle photos should be common sense; customers want to see a car before they buy it. Do you have pictures for all of your vehicles? Do you have them online as soon as a car hits the lot? You should, or you could be losing sales to the competition.

*According to Kijiji, ads with pictures were twice as likely to get a reply than those without

Tips:

  • Highlight selling features — focus on what matters to your buyer. Selling a minivan? Focus on interior and safety.
  • Timeliness is extremely important — get pictures online within 48 hours of the unit arriving.
  • Include a variety of photos — give your customers an online walk-around of the vehicle.
  • Take Interior & Exterior Photos — get every angle: under the hood, the dashboard, seats (front and rear) and the exterior.

Side-by-side, which looks more appealing: no-name pop, or Coke? Which would you pay more for? Having vehicle photos is like branding. It makes customers more confident in your product, and increases sales while allowing you to ask more for a vehicle.

The principles are the same online as they have always been offline. If someone came in to buy a Cadillac Escalade, you wouldn’t bring up gas mileage. The point is to tailor your photos and descriptions to each vehicle. This is the best way to build quality leads that will make you a lot more money.

– Michael Fisher with Stuart Bendall and Trish Rowsell

 

 

via Online Car Selling Checklist – Automotive Digital Marketing Professional Community.

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Dealer Website Best Practice: “Talk To The Dealer” – Marketing Professionals

Dealer Website Best Practice: “Talk To The Dealer”

Does Your Dealership Have a “Talk to the Dealer” Website Page?

Recently I was contacted by Darin Wade, the owner of the new Power Ford of New Mexico in Albuquerque to assist in the development of a BDC and Digital Marketing Strategy.  One of the key differentiators that Darin had already implemented, which I became aware of during my visit was a feature installed on his website that is titled “Talk To The Dealer”. 

Here is a screenshot of what it looks like:

Here is where it gets interesting… As I was meeting with Darin and John Fachko, his GSM, I submitted the form from this page and asked Darin if he received it… Nope.  However, I did receive an automated response telling me that my inquiry had been assigned to a Power Ford salesperson…

Huh? I thought I was “Talking to the Dealer”?

We contacted the Power Ford website provider and rerouted the form submission to Darin’s personal email and his cell phone email. As they were instructed when the page was requested…

Every hear the acronym “QA”? It is an acronym for “Quality Assurance” testing, a process that technology providers are supposed to implement after a change is made to verify that it works as intended. 

This is a great example of a well designed and thought out tactic which could have easily been determined to be a failure had too many customers submitted the form and then received an automated response from Power Ford’s Contact Management system informing them of the salesperson who has been assigned to their “Talk to the Dealer” inquiry… This would have been perceived by most customers as being what a Twitter user would describe as an “#EpicFail”. The “Quality Assurance” process from the dealership’s website supplier SHOULD have uncovered this point of failure, but it is also incumbent on the dealership to verify the quality of the work being delivered by their suppliers… Which we did, within 15 days of the new website being launched.

Lesson Learned? Periodically validate each and every online lead form and customer inquiry tool. Ensure that you know each customer inquiry is being routed to the right place.  I recommend that dealers submit a test lead via each every Call to Action online form offered to website visitors each month and then evaluate any automated responses for optimum messaging and how appropriate they are relative to the nature of the customer’s inquiry, as indicated by the location and intended use of the online form.

BTW Bonus… Take a close look at the “Copy and Paste” from the Power Ford “Map & Location” page I posted below.  Then, use the comment form to tell me what you think is the most interesting element. If you look closely, you will see something that I believe every dealer website should provide, but which I have never before seen on a dealer’s website…

Be the first ADM Member to tell me what it is (using the comment form below) and I will pay for your registration to attend AutoCon 2013, an $895 value.

Power Ford
1101 Montano NE
Albuquerque, NM 87107
 505-766-6600 FREE  
Send Address to Mobile Device

Departments – Click to display

  • New Sales
     855-347-7202 
  • Used Sales
     855-347-7202 
  • Finance
     855-347-7202 
  • Service
     855-348-1314 
  • Parts
     855-348-1315 

via Automotive Digital Marketing Professional Community

Downtown Albuquerque, NM, just after sunset. F...

Downtown Albuquerque, NM, just after sunset. Features the Compass Bank building (purple), the Bank of America building, the Wells Fargo building, and the New Courthouse, plus a Carl’s Jr. restaurant. Cropped a little black sky off the top in Photoshop, but the colors are as the G9 took them. This is easily my #2 Most Viewed Pic. It reached 300 Views on Dec. 23, 2007. It is also my #3 Most Interesting Pic. Congratulations! On 4 Feb 2008, it reached 500 Views! On March 6, 600! (Photo credit: Wikipedia)

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AutoCon 2012 Review – AutoConnections Conference and Expositon

AutoCon 2012 Review – AutoConnections Conference and Exposition

 

This past week, myself and Dan Collingridge had the pleasure of attending Auto Connections Conference and Exposition at the beautiful Aria Resort and Casino in Las Vegas, Nevada.

The event for automotive dealers and allied industries was the first of many AutoCons to come, presented by Ralph Paglia’s Automotive Digital Marketing, Chris Saraceno’s Dealer Elite, and Brian Pasch’s First Class Educators (PCG Digital Marketing). These men and the groups of people associated with them pulled out all the stops to make an excellent event, filled with education that dealers can actually bring back to the dealership, take action on, and achieve greater success. 

 

AutoCon Speakers

All of the presenters at AutoCon including Ralph Paglia, Brian Pasch, Glen Pasch, Lon Safko, Grant Cardone, David Johnson, Stan Sher, Craig Lockerd, Richard Bustillo, David Anderson and more were second to none. The material they presented was deeply focused on helping dealers get results from their traditional and modern marketing efforts. 

Not one of them appeared unprepared. In fact, their messages were delivered so naturally that you could tell weeks if not months had gone into preparation. The information they provided can seriously be taken all the way to the bank. I know that because it’s clear that they practice what they preach. 

 

Push for Success

I believe that the first step in the pursuit of success (whatever your definition may be) is knowing who to listen to. For instance, you’d never get real estate advice from someone who has never owned a home. Rather, you’d learn from someone who owns 12 homes, 5 condos, and an office tower. That person’s information will get you where you need/want to go. 

At AutoCon, the opportunity to learn from men and women who have accomplished success by doing what they teach was the key differentiator between attending events like this and purchasing that .99 cent book about success from Amazon. Accept information from those that practice what they preach and you’ll become a champion. It’s a pattern. 

The push for success is what I love so much about the auto industry. Where else do you find men and women coming together in the pursuit of personal, family, and business success? The energy I felt at AutoCon was so positive and motivating making it the fall conference of choice to attend. 

 

Unity

The thing that I find interesting about conferences like AutoCon is that no matter what, the chances of you running into a competitor of yours is pretty high. I even attended workshops where arch-enemies were in attendance together. The interesting part is that at the end of the day, all of us (both dealer and vendor) were (and are) united in our pursuit for success. We understand that behind the dealership or company stand real people. Real people who have a husband or a wife and children. Real people who have dreams and aspirations. Real people, united in the pursuit of personal, family, and business success. I love that.

 

Don’t Wait. Dominate. 

If you know me, you’ll know that I say this a lot. “Don’t Wait. DOMINATE!”. I love the idea of striving to become better, working smarter/harder, and achieving greatness. AutoCon has armed many dealers to kick things into high gear and bring their dealerships to the next level to which I encourage: Get out of your own way and make things happen. Don’t Wait. Dominate!

 

Conclusion

I literally have nothing negative to say. Okay, maybe the chicken on Thursday was a little dry, but besides that, I’ve come back from AutoCon with a renewed desire, great friendships, and information that is more valuable to my business and personal success than expected. I encourage any dealers who didn’t attend this year to make the choice right now to attend next year. You will not be sorry, I guarantee it.

What did you think of AutoCon? Leave your comments below!

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via Automotive Digital Marketing Professional Community

Michael, thank you for attending the very first of many AutoConnections Conference and Exposition events… To follow up with this detailed review and report on your experience at AutoCon 2012 is very highly appreciated! Readers and ADM Members who want to learn more about this annual event can do so by visiting http://AutoCon.US and you can post a review on the event itself, individual speakers and the facilities based on your experience attending #AutoCon at http://ReviewAutoCon.com

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