This week’s tip is a quick one from Greg Gifford at DealerOn that will help you be a MUCH better marketer for your dealership.
One of the most important aspects of SEO and PPC marketing campaigns is keyword research – you need to know what words are included in how people search for the cars, trucks, parts and services you sell, so you can optimize your website content and create better performing ads.
A favorite keyword research tool among automotive marketers is Google itself – So, you may already have noticed that if you start typing in a search phrase and “don’t hit enter,” you’ll see the Autosuggest results. These auto-populated searches show what related searches are most often performed by Google users.
Most people only see 4 Autosuggest results, but we are here to share with you a simple settings tweak that will show you 10 keyword results… A 150% increase!
if you do any sort of marketing for your dealership, this is a killer tip!
One of the most important aspects of SEO is keyword research – you’ve got to figure out the right keywords to target. It’s important to know what people actually type into Google when they’re searching for the things that you sell.
It’s important for offline marketing as well – if you understand how customers look for your products or services and how they think about your business, it’s much easier to create targeted ads that convert car shoppers into sales opportunities.
While there are a ton of great keyword research tools online, our favorite is a free one that everyone’s already got – Google.
If you go to Google and start typing a keyword phrase and don’t hit enter, you’ll see the Autosuggest searches populate below the search field. Most people see the default of 4 results, but we’re going to explain a simple settings change that will show you 10 results:
1 –> Go to Google (in your browser), and click the “settings” link down on the bottom right.
2 –> Select “search settings”.
3 –> Under Google Instant Predictions, select the radio button for “never show instant results”
4 –> Scroll to the bottom and click Save.
Now, when you start typing in the search bar, you’ll see 10 Autosuggest results instead of 4.
You’ll have a much more detailed view of what people are searching for when it comes to the keywords they use when shopping for cars… You’ll have better keyword targets to aim at, and your site content will be more focused on what matters most to automotive consumers.
(via Ralph’s iPhone 7+)
Compliment of the season to you
I am the Head of Corporate Finance at Securities & Investment Company of Bahrain.
I do have a private authorisation of one of my clients who is an African Leader with delicate political position to seek for individuals with sound financial management experiences to handle the investment and management of his wealth devoid of his name.
If you have fund management abilities or credible projects in need of funding, please let us a have brief description of your nature of business/professional experiences alongside your registered business name and physical address in a returned email so we can discuss further.
Teenagers’ Conversations About Cars Declined 27 Percent Over the Last Six Years, According to Research by Keller Fay Group
TORONTO, ON – January 25, 2016 – Keller Fay Group, an Engagement Labs (TSXV:EL) company, in partnership with Morpace, Inc. a full-service marketing research and consulting firm, today released word of mouth (WOM) research that found teenagers, between the ages 13-17, are talking far less often about car brands than teenagers six years ago. The results of the study potentially signal a major change for the automobile industry and the broader automotive culture.
2016 ranks the first year when those born at the beginning of the 21st century will have the opportunity to get their driver’s license. According to Keller Fay’s WOM research, there was a 27 percent decline within the last six years in the number of people talking about cars on a daily basis among the millennial demographic of teens from ages 13-17, indicating a very different relationship with cars than the generations before them.
“Keller Fay’s research demonstrates a profound change in the marketplace which raises the question of whether this current trend will turn out to be teenagers going through a phase based on their life stage, or whether this trend will become a long-term, generational change,” said Brad Fay, Chief Research Officer at Engagement Labs and Chief Operating Officer at Keller Fay Group.
Increase/Decline of Automobile Conversations By Age Group In the U.S.
“For the last few years, leading automotive brands have seen a decrease in sales among older millennials and have wondered why this age group was buying fewer vehicles than expected,” says Bryan Krulikowski, Vice President of Business Development at Morpace. “This six year decline in daily conversations about cars among millennial teens is evidence that this generation overall does not find them as interesting as they once were to baby boomers. Given the long-term nature of this decline and the resurgence of urban areas, the trend towards ridesharing services like Uber and Lyft and autonomous vehicles will have staying power – they are not just passing fads.”
Percentage of 13-17 Year Old’s Talking Daily About Major Industry Categories
Source: Keller Fay’s TalkTrack® consumer WOM data (Jan-Dec 2009; Jan-Dec 2015)
Keller Fay looked at daily conversations in other major industry categories among the same demographic – teenagers 13-17 – and found that the decline in WOM conversations is unique to the automotive industry. In fact, within the technology, quick service restaurant (QSR) & casual dining, and media & entertainment industries, the data showed a dramatic rise in WOM, with QSR & casual dining having the most significant increase of 53 percent.
“Teens are among the most talkative demographic, and their engagement in media, technology, and restaurants is skyrocketing. Therefore, we are confident that this downward trend for automotive is real and needs to be top of mind for the industry since brands can no longer rely on the car to be a symbolic measure of freedom for teens, which has helped to fuel demand in years past,” noted Fay.
Percentage Change in Daily Brand WOM Conversations Among 13-17 Year Olds
Although there is an overall WOM decline in the automotive industry, certain brands are experiencing increases. Subaru, Audi and Hyundai stand out as having bucked the general trend with wide increases in talk among teens, while other brands saw declines, ranging from -16 percent to -42 percent.
“This data provides marketers an opportunity to pay particular attention to this demographic when developing marketing strategies and messaging in an attempt to engage them. If this downward trend is just a phase, automobiles may become relevant to this generation as they get older and have more discretionary income,” Fay concluded.
About Engagement Labs
Engagement Labs (TSXV:EL) offers intelligent Total SocialTM data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 – an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation via TalkTrack ®; independent research finds offline conversation is a significant driver of sales with twice the impact of online conversation.
About Morpace, Inc.
Morpace is a fully integrated global market research and strategic consulting organization that specializes in custom qualitative and quantitative research. It helps its clients in automotive, healthcare, financial services, retail and consumer goods and technology to solve their most pressing marketing challenges. Established in 1975, Morpace is a Marketing News Gold Top 50 company and since 2009, one of the fastest growing U.S. – based research organizations. Morpace was also named the 2014 CASRO Research Organization of the Year.
With an experienced team of industry professionals and an array of innovative research tools, Morpace has the “Creative Minds” and “Intelligent Solutions” to help its clients make smarter business decisions. It provides global expertise and proprietary solutions in three core areas: brand and communications; market and product development; and customer experience management.
Morpace is headquartered in Detroit with offices in Los Angeles, London, and Shanghai. It conducts research in more than 60 countries and on six continents. Visit www.morpace.com for more information.
For media inquiries please contact:
Sent from Ralph Paglia’s iPhone
Ralph Paglia of Courtesy Chevrolet Interview (This is Part 2 of the Interview)
We’re continuing our chat with Ralph Paglia, CRM/e-Business Director at Phoenix’s Courtesy Chevrolet. Courtesy is consistently one of the top Chevrolet dealers in the country, and Ralph’s immense success has made him a nationally known expert in online automotive sales.
In this second installment, Ralph talks about advertising budgets, common Internet sales mistakes, “skating” of Internet Sales Team customers and what the dealership of the future might look like.
Dealix Dealer Newsletter (DDN): Ralph, I can imagine that smaller dealerships would do just about anything to have the advertising budget you have at Courtesy. What advice would offer to help them make the most of their more limited means?
Ralph Paglia (RP): The most effective marketing strategies will usually scale up or down as budgets grow or shrink, and that’s been proven true by our approach at Courtesy Chevrolet. Using a hospital emergency room strategy of “Triage”, our first investment of marketing budget each month is to buy every available new Chevy Internet originated sales lead that we can get from lead providers we have learned to trust, such as Dealix. Despite the fact that we know several other Chevy dealers are buying and receiving these very same leads at the same time as us, we are confident in our ability to out-sell our direct competitors. There’s simply no better marketing value than the ROI generated by being able to directly engage with a bottom of the sales funnel “hand-raiser” for around $20. The next best use of marketing funds is to generate used car sales leads based on merchandising our inventory online with photos, a good story and a tempting offer. The marketing strategy here is exactly the same, applied to online channels, as it has been applied in the past when we used older media such as print, radio and TV. One difference is our online inventory certainly has less constraints than the old school “Liner Ads” that we used in newspaper classifieds… Now, we can make far more compelling presentations online to prospective used car buyers with dozens of high resolution photos, even videos, with detailed descriptions and expressive stories spun from the information we got when we negotiated the trade-in allowance with the vehicle’s previous owner.
After securing the highest quality new car and used car leads, we use our remaining Digital Marketing budget to advertise, promote and drive targeted traffic to our dealership’s websites, campaign specific landing pages, micro sites and deep linked content within various web sites we own or control. We place massive amounts of animated display ads on major automotive websites, geotargeted so they only appear when local #Automotive consumers are visiting. We use Google site targeting to find the relevant web sites that get the most traffic within our area of. Responsibility. We love the yield we get from our search engine and display advertising, which gives dealers like us a lot of flexibility in exactly how we advertise and how much we want to spend. One of the most critically important lessons we have learned is to link our advertising directly into our relevant inventory lists or specific vehicle detail pages (VDP).
DDN: In a recent story about you in Ward’s, you mentioned a growing practice you called “skating.” It seems that ISMs sometimes follow up with Internet customers to see why they didn’t show up for an appointment, and the customer will say, “I did, and I bought a car.” It turns out that floor salespeople are stealing these prospects and making the sale. What do you do to prevent this?
RP: This has been a problem since the advent of online leads that are assigned to specific sales reople, and it’s more of a political and organizational issue than a technical one. We address it in multiple ways, which keeps theft of commissions to a minimum, but doesn’t eliminate the problem completely. Our Internet sales specialists are trained to insist that the customer call the ISS’s cell phone when they’re a block or two away from the dealership. We also have two full-time CRM administrators who work at the showroom reception desk. They’re bonused based on how many customers they greet and introduce to the appropriate sales rep, so they have a strong incentive to prevent skating.
What’s most effective is having our sales process tied closely to our CRM system, which is set up to prevent salespeople from creating an entry that matches the name, telephone number, address, or email address for an existing entry. Our salespeople can’t work a deal without a customer number, and they can’t get a customer number for an Internet lead without exposing themselves as a commission thief.
Ultimately, this problem won’t go away until we develop the discipline to terminate employees who stoop to this form of payroll theft. A lot of dealerships wind up giving a half deal to someone who gets caught skating, just to keep the peace. This is the worst possible response, because it rewards and encourages the practice. I find it interesting that, with 30 people handling Internet sales, we almost never have a problem with the Internet salespeople skating each other. They are remarkably good at splitting deals, getting the customer to the right person, and even handling minor customer needs for their teammates without asking for half a deal.
DDN: What’s the most common mistake Internet sales professionals make, in your opinion?
RP: Withholding information that the customer explicitly asks for or has been promised in exchange for submitting a lead. Sometimes it’s laziness, but sometimes sales reps actually believe that the customer is more likely to speak with them if they refuse to email specific answers.
It never fails to amaze and delight me when I mystery-shop our competitors and, in response to a specific, direct question, am told, “I’ll go over that with you on the phone.” Most customers will not let you get very far with them if you play games and withhold information about pricing or anything else. If you provide all the information the customer requests, and more, they’ll see that you are taking their inquiry very seriously and that you genuinely want to give them great service.
The customer’s yearning for attention and great service has not changed when they go online. If you use email and phone calls to meet their needs and expectations, they will come to the dealership to meet you in person. If you’re fundamentally committed to this, even your missteps can turn out well. We resolve over 70% of our lead-handling complaints with a sale. Every customer gets an email with my name, direct phone number, and email address, asking if they are completely satisfied with how Courtesy Chevrolet’s ISS handled their inquiry.
DDN: What about GMs? What should they avoid doing that could undermine the success of their Internet sales efforts?
RP: Lack of involvement or genuine commitment on the part of a GM can really hurt. GMs need to understand the Internet sales process as well as they understand the dealership’s other sales procesures. They also need to hold people accountable for their performance, and for meeting minimal task completion requirements which qualify them to receive online based sales inquiries (leads). That means they have to know how to pull reports from their CRM tools and evaluate the lead response activities of their staff, so they can kick butt when Internet sales reps do what most showroom salespeople tend to do – let their process execution deteriorate.
The only good alternative is to have someone like me operate at a director’s level and do all this for them. Luckily, Courtesy Chevrolet doesn’t have a general manager, so I get to keep my job!
DDN: Ten years from now, what are things going to be like for a typical dealership?
RP: Sales originating from various types of digital inquiries will continue to grow and represent a larger and larger portion of dealerships’ total sales. Newspapers became worthless as a retail automotive marketing tool several years ago, and more dealers will discover this fact every year.
Overall, I believe the level of professionalism within the world of automotive sales will increase and managers will become savvier about everything that goes into the buyer’s decision-making process. If you want to see what most dealers will be doing in five years, come to Courtesy Chevrolet and visit our multiple Internet sales departments and our brand new state-of-the-art business development center. We don’t understand why it’s taking so long for other dealers to catch up, but when we see some of our local competition asleep at the wheel, we are thankful for it.
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[Sent from Ralph Paglia’s iPhone]
Ralph Paglia | President
ADM Advertising & Consulting, LLC