Bronx Nissan Dealers

Bronx Nissan Dealers Researching Internet Marketing Opportunities for Nissan Dealers in the Bronx, New York. This Automotive SEO Review was started when PCG was notified that a new Nissan Dealer would be opening in the Bronx. The new dealership is called Teddy Nissan which makes a great study of seeing the importance of Automotive SEO strategies when you launch a new franchise.

Terms of Use Anyone or company interested in reproducing any part of these materials must first contact the author for permission. The logos, screen shots and graphics used in this presentation are the property of the registered companies and permission to use those items must be obtained directly by the rights holder. Date of original publication: 9/21/2009. The screen shots presented in this slideshow were taken on or before September 21, 2009. Changes made to individual websites after 9/21/2009 will not be reflected in this presentation. © Copyright 2009 – Pasch Consulting Group 2

Research Outline Initial Research Replacing A Former Nissan Dealership Assessing Existing Bronx Nissan Dealers IRM Checking Google Maps for Bronx Nissan Dealers Checking Internet PR for Teddy Nissan Effective Marketing for Bronx Nissan Dealers The Good News: Everyone is asleep at the wheel Website Content Challenges WordPress Microsites Website Analysis & Recommendations Website Grader Tool Recommendations Conclusion 3

Fundamentals: SEO vs. SEM This presentation will focus on the “green” area of a search results page 4

Replacing a Failed Dealership Brand • The former Nissan Dealership on the property of Teddy Nissan was called Cox Nissan. • When you research Cox Nissan on the major search engines and consumer review sites, the dealership had a very poor reputation. • When we visited DealerRater.com, we saw that Cox Nissan was still listed as open. We notified the company to take down those reviews since the dealership was closed. • The reviews from other Bronx Nissan dealers were not that impressive which gives Teddy Nissan a small window of opportunity to become a leader in customer service for Nissan sales and service. 5

Nissan Consumer Reviews www.dealerrater.com Dealership Name Location # Reviews Score Central Ave Nissan Yonkers, NY 1 1.4 Kings Nissan Brooklyn, NY 2 0 Koeppel Nissan Jackson Heights, NY 14 1.2 Nissan of Manhattan New York, NY 4 1.2 Premium Nissan New Rochelle, NY 0 0 Teddy Nissan Bronx, NY 0 0 As you can see from the data taken on 9/21/2009, local Bronx area Nissan Dealers have not made any visible efforts to improve their Internet Reputation Management (IRM) program. Since consumers trust peer reviews much more than an advertisement, if Teddy Nissan was proactive with IRM, they would stand out among their peers. The alternative is for one Nissan dealer to hire PCG to conduct an IRM campaign to coordinate their satisfied consumers to post positive reviews on the Internet. This can change a 1.2 to a 4.5 in just a few months. 6

Checking Google Maps search “Bronx Nissan Dealers” • When we first checked for a basic search like “Bronx Nissan Dealers” and saw that the old Cox Nissan listings were still in place. • Teddy Nissan has been open since August and is nowhere to be found in Google Maps. They should add themselves immediately. • Notice how Google Maps is adding customer reviews to each listing. • Google Maps is the Yellow Pages & Consumer Reports of the Internet! 7

Bronx Nissan Portal • You will see that there is a listing for “Bronx Nissan Dealers” which is an independent marketing website to provide consumer information on Nissan cars. • Teddy Nissan is not listed on Google Maps. The dealership is missing out on hundreds of opportunities each month for new sales, especially since they are doing offline advertising which will drive consumers to search for them online. 8

Google Search for “Teddy Nissan” Snapshot: 9/21/2009 Main Website Job Websites Our Blog Posts DealerRater Linked-In Notice that No Internet PR has been issued to date which leaves their initial job postings on Page 1. Do you want customers seeing you salary and job postings? 9

Google Search for “Teddy Nissan Bronx” Snapshot: 9/21/2009 Review Website Main Site Job Websites Our Blog Posts Our Digg Post PCG Microsite When you expand the search to add “Bronx” our initial blog and social media tests are becoming a dominate source of page results. 5 out of 10 10

Google Search for “Bronx Nissan Dealers” Snapshot: 9/21/2009 Competitor Review Site Competitor Lead Collectors Our Digg Post Lead Collector Only ONE area Nissan dealer shows in the organic search results for this basic phrase. 11

YouTube Search for “Bronx Nissan” • We searched YouTube for “Bronx Nissan” and no local dealer videos popped so we searched dealer names directly. • Teddy Nissan had one video of a consumer Bronx Nissan taking delivery on a car in Spanish. (view) dealers are not leveraging video or • Koeppel Nissan did not have any personalized store videos loaded. Video SEO • Central Avenue Nissan had no visible videos. • Nissan of Manhattan had one prominent video. (view) 12

Internet Marketing Leadership • When launching a new dealership it is important to be the first to write about the new brand. • Delaying content development will allow others to have the jump start on Google SERP placement. • Getting positive reviews posted on Google Maps and other major review portals is a key building block for a strong IRM program. • 6 weeks into the operational opening of Teddy Nissan and the only Internet PCG’s initial testing has building blocks that are in place was demonstrated the power of Teddy Nissan’s main website. Content based Automotive SEO Strategies. 13

Effective Marketing For Nissan Dealers • The research into Bronx Nissan dealers revealed that most of Teddy Nissan’s competition is not leveraging Automotive SEO and social media tools. • This gives all Bronx Nissan dealers a wakeup call. • Since the Pasch Consulting Group will only work with one Bronx Nissan dealer, the first to engage our services will have a strategic advantage. • Since the Bronx Nissan dealers are not aggressively using social media, press releases, blogging and content based SEO strategies the market is wide open to increase Internet direct sales and first party leads. • The fact that competing dealers are very close to each other makes Internet Marketing even more important. 14

Website Content Challenges • Most web platforms don’t have a blogging module installed. • Creating additional content pages often requires assistance from your platform vendor • The more content you add to your primary website, the wider your search visibility will be. • However, most Bronx dealers have not invested in Content based SEO strategies. • This is confirmed by the lack of articles that come up in Google search for ANY Bronx Nissan car dealers. 15

WordPress Microsites • WordPress is an open source CRM platform for website creation. • It allows anyone to create content for the web with tools as easy as Microsoft Word. • The costs can vary but you want to place the site on a good URL and NOT use WordPress free hosting • Hosting will run < $100 a year. • When setup properly, Google loves to index Wordpress blog pages. • This example of a fully built Nissan microsite with pages for new and used car models with an XML CRM lead form plug-in. www.bronxnissan.org 16

Grading Bronx Nissan Websites • www.websitegrader.com is a free tool that can give any business owner an idea of the competitive landscape their brand. • This tools is not the final word on Automotive SEO but a good overall diagnostic to start a discussion with a dealership. Nissan of Manhattan = 80 • The report for each Nissan dealer website can be viewed by clicking on Koeppel Nissan Score = 74 their dealership name. Central Ave Nissan Score = 42 • Understanding this score and how to increase the score is a great start for increasing a dealership’s Internet Teddy Nissan Score = 19 visibility. Premium Nissan Score = 7 • Teddy Nissan’s score is low also because it is a brand new site and the work to build its integrity online is yet to be seen. 17

Recommendations • These website grader scores are Nissan of Manhattan = 80 indicative that Automotive SEO should be taken more seriously Koeppel Nissan Score = 74 • The reviews on DealerRater.com Central Ave Nissan Score = 42 indicate that IRM should be taken more seriously Teddy Nissan Score = 19 Premium Nissan Score = 7 • Video assets published by Bronx Nissan dealers were scarce to nil. # Review • Facebook and Twitter usage for Dealership Name Location s Score Nissan dealerships in the Bronx Central Ave Nissan Yonkers, NY 1 1.4 Kings Nissan Brooklyn, NY 2 0 must increase. Jackson Heights, Koeppel Nissan NY 14 1.2 Nissan of Manhattan New York, NY 4 1.2 Premium Nissan New Rochelle, NY 0 0 Teddy Nissan Bronx, NY 0 0 18

Bronx Nissan Study Conclusions • The opportunities for Nissan dealers to increase their Internet visibility are robust. • The Nissan dealers in the Bronx who use this study to investigate content and video SEO strategies will be rewarded with more first party sales leads. • Consumers reviews are becoming more and more vital to the online success of any dealership and all Nissan dealers in the Bronx need to put in place a strong IRM program. • Bronx Nissan dealers should investigate new website platform technologies that can increase sales and visibility. The current platforms in use are not best of breed. 19

Study Questions Brian Pasch, CEO Pasch Consulting Group PO Box 159 Rumson, NJ 07760 brian@paschconsulting.com 732-450-8200 office 732-672-2356 cell www.paschconsulting.com 20

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Bronx Nissan Dealers

by Brian Pasch on Sep 21, 2009

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Bronx Nissan Dealers — Presentation Transcript