Three Proven Strategies to Use the Web To Grow Your Dealership

315 views

Published on

This is a presentation I gave to a group of dealers in Australia recently. It contains strategies to cross-sell current clients, create new leads and get involved in competitive deals. Enjoy!

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
315
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Three Proven Strategies to Use the Web To Grow Your Dealership

  1. 1. /darrellamy Innovative Marketing for Office Technology Resellers /dealermarketingsystems @DlrMktgSys Three Proven Strategies to Use the Web To Grow Your Dealership Darrell Amy Dealer Marketing Systems www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!Monday, February 25, 13
  2. 2. Your Web Properties Website www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  3. 3. Your Web Properties Social Website www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  4. 4. Your Web Properties Social Website Search www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  5. 5. Who Visits Your Web Properties? 1. Current Clients 2. Potential Clients 3. Search Engines www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  6. 6. /darrellamy Innovative Marketing for Office Technology Resellers /dealermarketingsystems @DlrMktgSys 1. Cross Sell Current Customers www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!Monday, February 25, 13
  7. 7. Current Clients ‣ What are your marketing goals for your current clients? ‣ Cross-sell new offerings ‣ Managed Services, Document Solutions, Printer Supplies ‣ Connect them with your communication channels ‣ Email, Facebook, Twitter, LinkedIn www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  8. 8. Why Do Clients Visit Your Site? ‣ Place a service call ‣ Order supplies ‣ Enter meter readings ‣ Find a phone number www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  9. 9. Cross-Sell Current Clients www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  10. 10. Cross-Sell Current Clients www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  11. 11. Cross-Sell Current Clients www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  12. 12. Cross-Sell Current Clients www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  13. 13. Connect Email Signup Social Media Likes/Follows www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  14. 14. Question ‣ What do you want to communicate to your current clients when they visit your website? www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  15. 15. /darrellamy Innovative Marketing for Office Technology Resellers /dealermarketingsystems @DlrMktgSys 2. Develop New Business Relationships With Social Networks www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!Monday, February 25, 13
  16. 16. “Social networking is the new cold call.” Jeffrey Gittomer www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  17. 17. The Main Social Networks A personal network of everyone I’ve ever met. Searchable, public “text messages” My network of business people. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  18. 18. The Power of LinkedIn www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  19. 19. The Power of LinkedIn • It’s a tool to help you finding new business www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  20. 20. The Power of LinkedIn • It’s a tool to help you finding new business • 2,799,320 LinkedIn users in Australia www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  21. 21. The Power of LinkedIn • It’s a tool to help you finding new business • 2,799,320 LinkedIn users in Australia • Visit an average of 5 times a week www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  22. 22. Market Intelligence ‣ Get connected to people inside your potential accounts www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  23. 23. Referrals www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  24. 24. Referrals • John did a great job for Jay • John “Would you be willing to refer us?” • Jay “You bet!” • John “Who should we talk to?” www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  25. 25. Hmmm www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  26. 26. Hmmm • “Alan? He just changed jobs …” • “Robin? Um, maybe not …” • Jay’s trying to help • But a good referral is hard to find • He has to think about who he knows … • … and match them to John’s business • “Sorry John” www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  27. 27. Where Referrals Go to Die www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  28. 28. Where Referrals Go to Die “If I think of someone, I’ll be sure to let you know” www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  29. 29. Where Referrals Go to Die “If I think of someone, I’ll be sure to let you know” • Jay probably won’t think of someone www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  30. 30. Where Referrals Go to Die “If I think of someone, I’ll be sure to let you know” • Jay probably won’t think of someone • He means well … but it’s not a priority www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  31. 31. Where Referrals Go to Die “If I think of someone, I’ll be sure to let you know” • Jay probably won’t think of someone • He means well … but it’s not a priority • Too bad – they were almost there • Craig is an old friend of Jay’s www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  32. 32. LinkedIn = Connections www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  33. 33. LinkedIn = Connections • LinkedIn allows you to: • Identify connections • Act on connections • Do the heavy lifting so your buyer doesn’t have to www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  34. 34. Jay’s Connections www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  35. 35. An Opportunity Arises www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  36. 36. John Asks for Feedback www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  37. 37. The Reply Craig is a great friend, I’d be happy to connect you. Katy’s budget just got cut. Check back with me in a few months. Willie is in my network, but I don’t know him that well. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  38. 38. Back to LinkedIn www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  39. 39. Asking for the Introduction www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  40. 40. No Magic Bullet www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  41. 41. No Magic Bullet • Referrals still take work www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  42. 42. No Magic Bullet • Referrals still take work • It lets YOU do the work instead of your buyer www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  43. 43. No Magic Bullet • Referrals still take work • It lets YOU do the work instead of your buyer • It’s in your hands to make referrals happen www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  44. 44. No Magic Bullet • Referrals still take work • It lets YOU do the work instead of your buyer • It’s in your hands to make referrals happen • No more “I’ll try to think of someone” www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  45. 45. You Can Start Today www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  46. 46. You Can Start Today • Choose a client www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  47. 47. You Can Start Today • Choose a client • Make the connection www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  48. 48. You Can Start Today • Choose a client • Make the connection • Go exploring www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  49. 49. Question ‣ How can you use social networks to develop new business relationships? www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  50. 50. /darrellamy Innovative Marketing for Office Technology Resellers /dealermarketingsystems @DlrMktgSys 3. Get Involved In Competitive Deals With Google www.DealerMarketingSystems.com! www.DealerMarketingSystems.com!Monday, February 25, 13
  51. 51. Who Is Searching For You? ‣ Prospective Clients That Met With a Ricoh Rep About Managed Print ‣ Someone looking for a “Xerox” machine ‣ Someone searching for IT support www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  52. 52. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  53. 53. www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  54. 54. What Are They Searching For? ‣ Hint--it may not be what you think ‣ Google AdWords Keyword Tool www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  55. 55. Australia Google Searches www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  56. 56. Australia Google Searches www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  57. 57. Why Page One of Google is Critical ‣ Most search traffic goes through Google ‣ When you optimize for Google you also hit the others www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  58. 58. What Does Google Want? ‣ How much content related to a term? (Quantity) ‣ How fresh is that content? (Date) ‣ How popular is the site? (Web Traffic & Inbound Links) www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  59. 59. How Do You Get On Page One? Content is King www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  60. 60. Dominating Page One ‣ Website ‣ Google Places ‣ Facebook ‣ Twitter ‣ LinkedIn ‣ YouTube ‣ Social Bookmarks www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  61. 61. Question ‣ Who is on page one of Google in your market? www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  62. 62. Keys to Success ‣ Branded Web Properties ‣ Consistently Updated Content ‣ Sales Reps That Know How To Use Social Networks www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13
  63. 63. Organic ch So Managed Marketing Services ar ci Se al Pay-per-click Website ‣ Search USP ‣ Social C am nt te ‣ Content pa Email on ig ‣ Campaigns C ns Print Ads www.dealermarketingsystems.com /darrellamy @DlrMktgSys www.DealerMarketingSystems.com! /dealermarketingsystemsMonday, February 25, 13

×