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What kind of marketing media are you using?

Monday, May 20th, 2013

media types small

When it comes to social media marketing, there are 3 types of media that you can use to increase interest in your dealership. Dealerships require a well-rounded media strategy to successfully leverage their brand and create greater brand awareness.

1. Paid Media
When you use paid media, you pay an individual or company to leverage your brand. This is often done through display ads, paid search, and sponsorships. Some of the benefits of paid media are that it is in demand, it is immediately dispersed, and you have a degree of control over it. Paid media can often feed owned media, and if done correctly, create earned media.
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Accelerate Your Traditional Marketing with Digital Marketing to Inflate your Sales

Monday, May 13th, 2013

 

marketing strategy stree signs

Do you set yourself apart from the competition? With increased competition and market demand, it is imperative that dealers engage in unique marketing strategies that highlight their brand. The days of having the largest blow up animal and the highest balloon are over, and now is the time to capitalize on a diverse marketing strategy that increases exposure and engagement.
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Social Media Should Not Be a Checkbox with Reputation Management

Monday, May 13th, 2013

Checkbox

Over the past several months, we’ve been doing a ton of research in the automotive industry about how dealers perceive social media marketing. It’s something that has both thrilled and alarmed us because the results have been greatly mixed. On one hand, many dealers are starting to realize that social media is more than just a fluffy form of marketing that has not demonstrable ROI, a perception that had been growing in 2011 and 2012. Those tides have turned. However, the one alarming piece of information we discovered is that many dealers are considering social media to be a “checkbox item” for reputation management. In other words, if their reputation management provider offers social media, they’re covered.

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6 Elements of Facebook Marketing for Dealerships – Part 2

Monday, May 6th, 2013

 

In last week’s blog, we discussed the first 3 of Kathi Kruse’s 6 Elements of Facebook Marketing for Dealerships.  Continue leveraging your Facebook page using the final 3 steps:

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4.    Promotion Strategy – Building and increasing your fan base
There are a variety of ways to increase your fan base on Facebook. One of the most successful ways to engage your fans is to use Facebook ads. Design a graphic that is visually engaging, connecting your audience to your product. Your graphic should include a Call To Action that tells them exactly what you want them to do, such as, “Like this page to get an offer on….”

Promoted posts can boost your fan base even further. Once you find a graphic and Call To Action that you like, simply promote the post by clicking boost on the lower right hand corner. Paying to reach a larger fan base can increase your engagement by 3,000 views, with as little as $5 to $20 dollars.

Remember, keep testing, and find out what works best for you!
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6 Elements of Facebook Marketing for Dealerships – Part 1

Thursday, May 2nd, 2013

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A study recently showed that Facebook is the most frequently searched website on the internet, with over 852 million logins daily. Where does your dealership stand in the Facebook social media ranks?

We know that Facebook internet marketing is about creating influence and being influential. Kathi Kruse, of Kruse Control™, explained 6 steps for dealerships to keep ahead in social media.

1.       Clear Objectives – Set some goals

Before setting social media goals for your dealership, consider that in this circumstance measurement is about more than results. It is not enough to hit your numerical goal; you must reach your specific client base. To set your goals, first consider yourself:

  • Who are you as a dealership?
  • Why would people want to buy from you?
  • Who are you marketing to?
  • How are you going to reach the people you are marketing to?
  • And finally, what is your end goal?

Once you have derived your objectives, set a realistic goal and time frame for your dealership.
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Taking Social Media to the Next Level and Beyond at the Automotive Boot Camp

Saturday, March 30th, 2013

Philly Cheese Steak

It’s cheese steaks and education May 14-16 in Philadelpha as the good folks at First Class Educators are putting on their 4th annual Automotive Boot Camp. This is going to be one a bit different for us as I get to do something I’ve been dying to do for a long time – talk advanced social media marketing with the attendees.

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Busting Website Conversion Myths

Thursday, March 7th, 2013

Myth #1:  Showing multiple prices on one vehicle will increase conversions

Vehicle Pricing

The idea was simple.  Show the shopper the discounts, rebates, and special prices in order to reduce negotiation of price and show value.  It was speculated that if you don’t give the shopper something to compare the price to, then they will go to your competition to compare the price thus reducing your chances of getting the lead. (more…)

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5 Digital Steps To Generate Massive ROI From Direct Mail

Monday, March 4th, 2013
Automotive Mailer

Automotive Service Mailer from 1928

As you can see from the image, direct mail hasn’t changed much in the past 90 years (except for the prices!).  Why should it?  It works to get good looking information in front of a lot of people very quickly, and consumers have a financial mindset when looking through their mail because that is how all their bills come.  I’ve done a $4,000 minimum trade-in guarantee direct mail piece that had a higher ROI of any digital advertising all year long.

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The Ultimate Online Sales Process For Your Website

Thursday, February 21st, 2013
Automotive Websites

Make sure your online sales process matches your “on-lot” sales process

 

The sales process hasn’t changed, but the way customers shop for a car has.  Make sure your online sales process matches your on-lot sales process.

Your Online Meet and Greet

The sales process we all know and love starts with that initial handshake and introduction.  It establishes rapport, trust, and most importantly your first impression.  We all know that customers shop online first, and Autotrader says that they spend an average of 11.5 hours online before they visit your lot.  So technically, your meet and greet happens well before the customer ever steps foot out of their decade old trade-in. (more…)

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Four Part Series on Establishing Facebook Marketing Goals

Sunday, February 17th, 2013

Aim

There may be nothing more important in Facebook marketing than establishing the right goals. Most car dealers are not having as much success on Facebook as they could because they aren’t strategically defining what they want to accomplish. You might have a general goal in mind of branding, driving traffic, or simply having a social media presence, but if you set the right goals up front, allow these goals to drive your strategy, and then execute on the strategies, your chances of success go up tremendously.

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