Content Marketing | Ignite XDS

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We're at a major turning point in content marketing history and you can't afford to not be in on this. With everyone jumping on the content marketing bandwagon, and flooding the web with information, …

We're at a major turning point in content marketing history and you can't afford to not be in on this. With everyone jumping on the content marketing bandwagon, and flooding the web with information, find out how to do it right so that your content stands out and survives Google algorithm updates like Panda and Penguin,

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  • 1. Top Rebates Rebates Comm V Review n ings Special Local Pricing Events Deals City Best Value Incentives Surrounding Area culture message process IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 a publication of IgniteXDS.com Content Marketing SEO in the world of Panda’s & Penguin’s Google’s New Algorithm has made Content Marketing the lynchpin for any successful online presence Ignite XDS
  • 2. 2 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined PlanPlanPlanPlan Defined Plan MainMainMainMainMainMainMainMainMainMainMainMain WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite Main Website BlogsBlogsBlogsBlogs SocialSocial MediaMediaMediaMediaMediaMedia Social Media SEOSEOSEOSEO Search EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch Engine OptimazationOptimazationOptimazation Search Engine Optimazation Search EngineSearch Engine Optimazation Search EngineSearch Engine Optimazation Search Engine SEO Search Engine Optimazation PPCPPCPPCPPCPPCPPCPPCPPCPPCPPCPPCPPC Pay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per Click PPC Pay Per Click LEADSLEADSLEADSLEADSLEADSLEADSLEADSLEADS 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Tell Your Story 2. Get Found 3. Drive Traffic 4. Nurture Leads 5. Convert 6. Analyze 7. Refine 8. Grow! Our Process! Ignite XDS Inbound Marketing culture message process
  • 3. 3 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Introduction Ask Yourself... Do you plan to create all the powerful marketing content that Google now requires? Matt Cutts, Head of the Webspam Team at Google says: “While many websites may practice the best SEO techniques in an effort to boost their rankings, it is the websites with great content who will be coming out on top.” less than monthly 33% monthly 49% weekly 72% 2-3 times a week 76% daily 78% multiple times a day 89% 0% 50% 100% *Source: WebsiteGrader.com IgniteXDS.com of companies that created new content weekly acquire a new customer as a result. “We tried to make it so you don’t have to do SEO,we’ll find the good content” - Matt Cutts, Head of the Webspam Team at Google 72%
  • 4. 4 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 It’s not a question of quality -vs- quantity rather it’s an effective balance of both! Google Panda & Penguin have altered the game You have to ask yourself – Does your dealerships website(s) have powerful, relevant and remarkable content? Remember, we’re not talking just any kind of content. Boring content, repetitive content, or content produced by the OEM for all dealers to share gets you no where! We’re talking great ORIGINAL content that will drive traffic and increase sales. Content Marketing has become an integral partner with search engine optimi- zation (SEO). In many cases it may have even surpassed traditional SEO prac- tices in its ability to effect search engine rankings, driving relevant traffic and helping to nurture leads. The consistent development of remarkable content through new web pages, blog posts, social media, video and press releases all serve as traffic drivers. Ignoring these valuable outlets will prove fateful to dealerships as time goes on. David Sasson, C.O.O. of Content Finder, Outbrain, was surprised at how much of a bump great content has been given in the search engines... “We were surprised to see how big the increase was.“ Sasson said. “Google changed it’s algorithm, this change is really benefiting the sites that produce a lot of original content.” Quality Quantity Penguin!Panda!
  • 5. 5 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Does your website(s) have Great Content that will help get it found? The “NEW” Search Results Model You’ll Fall Behind Without Fresh Content! Beware however, while having fresh content is great, if it’s not relevant, original, problem solving, or enticing you’re missing the point. If not you’re missing out on great opportunities to grow your brand & make more money! Do you know what keywords will work best for your store? How do you support these keywords with your content? Content Marketing Content Marketing Social Media Social Media Techinical SEO Techinical SEO Inbound Marketing
  • 6. 6 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Google Caffeine, Panda & Penguin Hate Your Website! Content MarketingContent Marketing Social MediaSocial Media SEOSEO the NEW SEOSEO Content Marketing Social Media the OLD SEO With all the changes Google has made in the last few years; consistent, compelling content in various forms will be rewarded in search engines, despite technical SEO techniques. That’s Right! Google now values Quality content over traditional SEO tactics! Authoritative Blogging Face it, your customers have questions...and when they do, they search for the answers. By faithfully maintaining an authoritative Blog, you will get to provide the answers, and Rock Search in the process! Fresh Website Content The days of set it and forget it have long past. Google demands that you pay attention to your website(s), or pay the price in the rankings. We’re talking new, fresh content every week (more than just inventory). Remem- ber shoppers spend over 11 hours online before they buy. Does your content satisfy that need? Social Media Engaging posts...sure. Attracting Likes and Followers...of course. But Social Media plays a far greater role in your marketing strategy than that. Its effect on Search, Traffic and your customer’s willingness to buy from YOU are its true worth. Traditional SEO Tactics While the effect of Traditional SEO has been lessoned, they can in no way be ignored. Site architecture, page titles, links and keyword sensitive content still greatly effect search and traffic. Any true Content Marketing program would NEVER overlook this valuable asset.
  • 7. 7 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Increase SEO Value Each blog post is rich with keywords relating to the topic and your dealership. Not only will this draw in a wider audience and increase your dealership’s visibility in on- line searches, it also provides a great way for us to lead the reader back to your main website. Become A Frequent Resource Your dealership’s blog won’t only be filled with content revolving specifically around your dealership. We’ll make it a place for anyone to come and get automotive- themed information, including things like“5 tips for new drivers”to“Why the right car seat could save a life.” This will keep people coming back even after they’ve made a purchase. Authoritative Blogging Creating a blog for your dealership will increase SEO value and enhance dealership appeal by reaching out to a broader audience with dealership updates, general automotive tips and automotive news. We use Google’s Blogger platform under the assumption that Google will put their own platform above others. 88% B2C companies that Blog get 88% more leads per mo. than those that don’t! What We Offer Coverage of Brand Related News & Updates Increased SEO Value Vehicle Reviews Strategies Coverage of Community News & Events Service Tips & Tricks
  • 8. 8 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 One is NEVER Enough! Is your dealership solely dependent on a single website? Studies have shown that to truly effect your market you should actively maintain 50 or more web properties. Daily fresh content is mandated by Google, but keyword rich content, and lead driv- ing landing pages will dramatically effect leads and SALES! Fresh Content, Rich with Call-To-Action (CTA) New Sales, Used Sales and Fixed-Ops all provide great opportunities for generating content. Never overlook or pass up the chance to let a customer raise his or her hand. If your marketing team has identified a weakness in sales or traffic, take a second, role-play as a customer and give them a reason to submit a lead. Always develop CTA with a consumer’s‘what’s-in-it-for-me’mind set. Fresh Website Content Due to the exponential growth in websites and online content, Google in 2010, launched Google Caffeine in order to reward websites and blogs with fresh and sought after content. Google spiders constantly crawl the internet, 24 hours a day, in search of fresh, relevant content that readers find engag- ing. As a dealership and a marketer, you have to frequently publish new, and original content to stay on top. 72% of companies that created new content weekly acquire a new customer as a result. What We Offer Editorial Calendar Development Content Creation and Publishing Strategic Keyword Assessment Implementation Industry Research and Buzz Tracking Single-Source Content Marketing/ Web Presence Management
  • 9. 9 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Everyone is Using Social Media, Inclusing Your Competition! 63% of dealerships using social media say it has increased marketing effectivness. Are your competitors already part of this percentage? If so, they may have already started drawing these users into their brand. Fortunately, social media provides an endless amount of ways to capture and connect with your audience and hopefully win back any customers who may have strayed. Social Media as a Means of Driving Traffic and Leads Facebook, Twitter, Google+, Pinterest and You Tube provide excellent opportunities to share and expose your rich content developed for your website(s), landing pages and blogs to a larger audience that might otherwise have missed it. Sharing and link- ing your choice content along with platform specific content will not only enhance your brand, but also create a traffic flow to your CTA loaded web properties. Social Media Google and other search engines have made information gathering so easy that consumers find it easier to shop at home than to come into the dealership. Social media outlets like Facebook, Pinterest and Twitter have created a means to share, consult and gather the opinions of others. Your social media strategy needs to extend beyond just Likes and Followers, into engagement and as a component of your overall SEO strategy. 89% of consumers have at least one social networking account What We Offer Facebook, Twitter, Google+, Pinterest and You Tube Content Development and Management Editorial Calendar Development and Implementation Regular Communication with Dealership Personnel Weekly Reporting and Updates Weekly Reporting and Updates
  • 10. 10 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Local vs. Conventional Search Conventional SEO puts a high premium on having the proper keywords in place, strict structured rules, and a disciplined link strategy...and for good reason. The com- petition in the Conventional Search arena is tough and competitive. But think about it, do your customers really want to research a dealership across the country? No. Make sure your website(s) are tuned for your local audience. Score big at home and you’ll see the results in increase sales and leads. Involve your SEO Strategy in Your Process Real success from your SEO efforts are best achieved when they are incorporated into your overall marketing process. Setting goals, measuring results, and optimizing content, based around a solid plan, will return the desired result. Is your SEO part of the plan? Do you have an SEO plan? Is it tailored around your sales goals? Traditional SEO Tactics Think about your dealership website(s). What are your trying to accomplish with them? Are you seeing the desired amount of traffic? Are you leveraging every possible means to reach the car-buying audience in your market? As you might imagine, there are millions of websites on the world wide web, yours is comparable to a needle in a haystack. If you’re effectively creating remarkable content, employing traditional SEO practices will reward all your efforts with positive & impressive results. 70% of the links Search Users click on are ORGANIC! What We Offer Keyword Discovery and Analysis Analyze the Local Marketplace and Your Competition Content Review with Suggested Modifications Analysis/Implementation of Meta Data and Content Review and Improvements to Site Architecture Monitor Google Analytics & Other Tools to Gauge Performance
  • 11. 11 Share this eBook! Content Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Inbound Marketing A comprehensive guide that will take you through the philosophy, the tools & the process. All in one easy to under- stand book! Social Media Learn how to create, market & manage a successful Social Media presence and how we can help you do it for less time and less money! Working With Us Like we say -‘Have Questions? We’ve Got Answers!’Get all the answer with this guide to all things Ignite XDS! Web Marketing Everything you want to know about our web services including, Traditional Websites, Portal Sites, Micro Sites & Landing Pages. Autodrive Apps These online tools will help you cast a larger net for cultivating more lead opportunities to keep your customers engaged & coming back for more. The New Company Culture The traditional company culture is changing. It’s less about how much time you’ve worked, but the quality of work you produce! Ignite XDS – Inbound Marketing The people at Ignite XDS have made their careers studying buying trends and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conversation. We promise, you’ll be glad you did. Check out our other eBooks at IgniteXDS.com!