Fixed Operations Digital Marketing

New Automotive Fixed Operations Marketing Package

It's no wonder that car dealers are often confused at the myriad of digital marketing tools and solutions that are offered to them. Every time I open a trade publication I see a new vendor offering SEO, Chat, Video Optimization, Social Media and SEM software that claim to make their digital marketing efforts more effective. As PCG Digital Marketing has expanded its own offerings to car dealers, none are more apparent than Fixed Operations Digital Marketing and optimization. In this case, car dealers don't have to go far to see that most car dealers are invisible on Google Page One for searches for tires, brakes, oil changes and parts in their own PMA. Fixed Operations SEO is not widely discussed within online communities or at trade conferences and yet it is a true bread winner for car dealers. I have been working with a number of car dealers that have decided to aggressively advertise that they offer competitive prices on the most common car repairs and service. The key is to take that offline decision to the search engines for consumers to see online. Setting Your Marketing Plans Before we talk about search strategies, it is vitally important that you do local market research on competing dealers and independent service centers. Use this data to establish your pricing and marketing message. Ask your advertising agency to create online and offline branding graphics and messages that can be used in print, television, banner ads and on your website. Once you have the graphics and message worked out, add service pages to your main website or dedicated service website that match your offline message. We suggest that you have specific landing pages for oil changes, brakes, tires, transmission service, etc. Each of these pages should have a lead capture form and a clear call to action button to schedule a service appointment. Once your dedicated service landing pages are in place, you can start a Google Adwords campaign which buys keywords that can be directed to the appropriate service landing page. For example, if you bought the words “oil change” or “Oil and Lube”, you should direct those clicks to the oil change landing page that you just created. Do not send consumers to a generic service appointment form with no message about why they should have their next oil change done at your dealership. In Google Adwords this is called setting up Ad Groups, so I suggest that each Ad Group be directed to the best landing page you created. Fixed Operations Videos On your service landing pages, I suggest that you consider creating videos that address the common consumer fear that getting a service done at your dealership is more expensive than at an independent service shop. If you want to see two good examples of videos that talk to the consumer about dealership service benefits, click on the links below:  Checkered Flag Service Video  Mac Haik Service Video In the case of Checkered Flag, their video team created a series of service videos that address specific services. If you click on the oil change link on the Checkered Flag service site, you will see that Christine’s video is different than the home page and talks specifically about oil changes.

If you would like to create a video package of 10 service videos, drop me a line because there are a number of companies that can do this for your dealership at a very reasonable cost. Fixed Ops videos will turn those boring pages on your website into selling tools. It is wise to note that by creating a separate website optimized service website, car dealers can run TWO Adwords campaigns at the same time. This means your normal new and used car sales Adwords campaign can be running at the same time as your service Adwords campaign. This has some added competitive advantages as well as addressing consumers behavior that clouds accurate assessment of sales campaigns. Consumers often click on car sales PPC ads when they really wanted service. Next time you want to see this, just listen to the phone calls recorded from your PPC campaign. Dealers can create a service ad group which buys your dealership name and in that ad group create ads that are service specific messages. This can reduce the contamination of your car marketing PPC results by reducing the number of service clicks out of the sales campaign. Automotive SEO for Fixed Ops In addition to Adwords SEM, I suggest that dealers create a stand-alone service website that is optimized for their PMA and the most common services they offer. A service Microsite will create an annuity of high quality service leads once it is indexed every year without advertising costs. The interesting fact is that most car dealers are NOT appearing in the organic search results for services like oil change, tires and brakes. The market is wide open for those who respond first. The organic listings in Google for service searches are filled with franchises like Jiffy Lube, Meineke and Discount Tire stores. It’s time for car dealers to fight back and give consumers a choice when they search online. Search optimized websites for Fixed Operations actually index rather quickly because local dealers have ignored this aspect of Automotive SEO. Also, buy creating a separate service website, you can choose a URL that will better match consumer search. For example, if you purchased www.seattlejeepservice.com you would have a better change of appearing in service related searches in Seattle. Fixed Operations Digital Marketing If you have not been exploiting the profit and revenue associated with a dedicated Fixed Ops digital marketing campaign, there is no better time to start than today. PCG has a new package for Fixed Operations Marketing that is $395 / month with a one-time website creation fee of $1,500. If you would like us to create and manage a Google Adwords campaign to expand traffic and leads, Shannon can add that to your existing Adwords budget or we can create a new campaign if you are not using our Adwords program. If you are interested in pursuing a Fixed Operations Marketing strategy, give your project manager a call 732-450-8200.

Sample Fixed Operations Marketing Website You can view this example website at: http://www.virginiabeachcarrepairs.com/

Fixed Operations Digital Marketing

by Brian Pasch on Jun 14, 2010

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Fixed Operations Digital Marketing — Document Transcript

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