Google+ Local for Digital Auto Dealer #DD13 | A Zagat’s Rating for your Car & Truck Dealership?
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Google+ Local for Digital Auto Dealer #DD13 | A Zagat’s Rating for your Car & Truck Dealership?

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Veteran Internet marketer Tim McLain, Netsertive -- http://netsertive.com/auto or 800.940.4351 -- explains how Google has cracked the code on local dealer online marketing with its acquisition and ...

Veteran Internet marketer Tim McLain, Netsertive -- http://netsertive.com/auto or 800.940.4351 -- explains how Google has cracked the code on local dealer online marketing with its acquisition and integration of the famous Zagat’s rating service.

The latest rollout of Google+ includes a new Local page for your dealership, which replaces and updates your Google Places listing. Why is this critical? With a majority of car buyers spending more than half of their car buying research online it’s more critical than ever for your dealership brand to be highly visible in your local market. Add to this the fact that the average car shopper visits, on a average, just two dealerships in-person before making a purchase and it’s more critical than ever for digital dealers to leverage the latest web tools to manage their reputation, encourage positive reviews, and get social with their customers.

What action items will attendees take back to the dealerships? Learn how to claim our dealership’s new Google+ Local page. Understand how your dealership’s new Zagat’s rating affects customer behavior and online discovery. Master techniques to boost your Zagat score to enhanced your online reputation to boost sales. Obtain hands-on tips for how to set up a successful Google+ presence for your dealer brand. Learn how to get customers to write reviews for your dealership on your Google+ Local page.

Tim McLain is the marketing manager for Netsertive (netsertive.com), a fast-growing online advertising company that drives sales opportunities to auto dealers across the U.S. and Canada through the power of Internet discovery. His 19 years of Internet marketing experience have helped a wide range of local businesses grow their bottom line in targeted, local markets. His specialties include online (search/display/mobile) advertising, social media (B2B and B2C, including content curation), reputation management, email marketing, and video production. Learn more at Netsertive: http://netsertive.com/auto or call 800.940.4351 for a free consultation.

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Google+ Local for Digital Auto Dealer #DD13 | A Zagat’s Rating for your Car & Truck Dealership? Google+ Local for Digital Auto Dealer #DD13 | A Zagat’s Rating for your Car & Truck Dealership? Presentation Transcript

  • A Zagat Rating forYour Dealership? Claim your Google+ Local page, understand your ratings, get social with in-market buyers. 1
  • A Zagat Rating forYour Dealership? Live Tweet #DD13 Hashtag 2
  • Zagat: 1979-2011Restaurant Reviews
  • Google Buys Zagat - Sept. 2011Google… has acquired the popular restaurantratings website and book Zagat, as it attempts tocompete with Yelp in making a bigger push into thelocal marketplace.“Zagat will be a cornerstone of our local offering."
  • Google+ Opportunity250M UsersThink: SERPs, Reviews,SEO
  • Google+ Local | May 2012• Google integrates Zagat into Google+ Local• Offshoot of social media service Google+• Provide user reviews to refine local searches• Utilizes Zagats "poor-to-perfect" 0-30 scale• Moving to Poor/Good/V. Good/ExcellentCreates "pages for all known places," including auto dealers.
  • Google+ Local | May 2012Google shuts down Google Places (5 Star ratings),all pages converted to Google+ Local (Zagat).Two ways to find yours:1. Direct search @ http://plus.google.com/local
  • Google+ Local2. Google search @ http://google.com
  • Google+ Local“20% of Google searches are for local businesses;40% used mobile phones.”"Getting local search right is important, and to dothat you need great reviews." Marissa Mayer Google VP, Local Search & Maps New York Times - May 30, 2012
  • Google+ Local• Your Google+ Local page shows up on: Google searches (SERPs) Google Maps Mobile devices Google+ Local app
  • You get the “first say…”
  • …before the reviews start
  • Google+ Local & Online DiscoveryWhy Google+ Local Matters•Consolidates customer reviews•Central: Reputation management•Interact with customers•You jump to top of search results when yourdealership is added to a customer’s Circle•Boost social and search signals on Google
  • Auto buyers & online time
  • Google+ Local & Online DiscoveryWhy Internet/Google+ Local Matters•Auto buyers conduct 11+ hours of Web research•79% (4 in 5) use search engines to locate andresearch local auto dealerships•72% rely on search engines to help them choosethe dealer they will visit•Now visit ~2 dealers before buying (6-9 in ’90s) J.D. Power & Assoc. Yahoo! Study (2011)
  • Time vs. online marketing spend? Search Display Video (Pre-roll) Mobile Social
  • Dealership Digital Discovery
  • Google+ Local & SEO-Social ImpactWhy Google+ Local Matters•New social hub (equal to Facebook in value)•Local market SERP visibility for posts•Individual posts indexed by Google•Long-term impact on SEO/organic/paid search
  • Google+ Local & SEO-Social ImpactWhy Google+ Local Matters•“A strong social footprint is likely to make yourrankings more defensible and future proof toalgorithm updates.” eConsultancy G+ Study
  • Key: 1st results, content YOU control
  • Social Rising
  • Zagat: User Scores & Dealer Averages
  • Your User Scores/Zagat Explained
  • Your Dealer Zagat Rating (Averaged)
  • How-To: Claim Your G+ Local Page• Login to Google Account @ plus.google.com/local• (Gmail, create new?)
  • Claim Your G+ Local Page
  • Claim Your G+ Local Page
  • Verify Your Identity
  • Step 1: Your G+ Local Page• Verify marker (map) location• Name, address, phone (w/local area code), hours• Website address (link to site Contact Us)• Category (Your brand + Car dealer…) Think: SEO (Strategic keywords, will be indexed)
  • Step 1: Your G+ Local Page
  • Step 2: Your G+ Local Page• Use your logo as “first public photo”• Upload 5-15 more images (quality + quantity)• Inside and outside, inventory, events
  • Step 3: Your G+ Local Page• Ahead of the curve: Set up now, beat competition, usage growing• Post content, specials, photos, more (indexed)• Host events (customer apprec.?) in Party Mode• All G+ App users upload photos to 1 folder
  • Your G+ Local Page• Invite them to write a review using new Zagat system, and add you to their circles• Include on service receipts, all email/mail• Mention on your Facebook page/Twitter
  • Boost Positive Reviews• New company: Social Surveys (vendor floor)• http://getsocialsurveys.com• Sends survey to customer database, DMS integr.• Good responses post positive reviews• Negative reviews go to dealer, boosts + reviews
  • More Sales - Positive Reviews
  • Your G+ Local Page• Create small poster, put on counters/window• Invite customers to sign up at Google• Include short link to your new G+ Page• Use bit.ly to shorten to bit.ly/gpdealer
  • Google+ Key to Success• Engage in relevant conversations• YOU add to the discussion, join circles• Automotive Circles Directory• http://netsertive.com/autogplus• Add to your circles, engage, +1• Ask users to add your dealership to their circles
  • Bloggers: Set Google Authorship
  • Set Google Authorship•Identifyyourself to Google+•Link back to it from your content•Allows your dealership or staff/personal photo toappear in SERP•Become an auto thought leader!•Cut through SERP clutter, get new posts to indexedwithin 6-8 hours
  • Why? Set Google Authorship• Increase awareness of your Google+ page• “Human touch” to your content• Show up in more personalized search results• Protect the original post’s ranking position as higher than a post that has scraped or syndicated the original content
  • Why? Set Google Authorship• Studies: Google Authorship increases click- through rates• Steps to setup (several methods)• http://netsertive.com/gauthor
  • Still not Google+ Convinced?• Install Google+ mobile app• “What’s Hot”• Regular review, get ideas, see activity
  • Questions + InvitationThursday, Oct. 25, 10 a.m., Grand Ballroom EThis session will address how to pick a top-performing digital marketing partner to best reachyour local market consumers with Internet search, display and mobile advertising. …. SNEAK PEEK!
  • PPC ROI > Thu. - 10am Grand Ballroom E
  • Request Handout & SlidesTim McLain Netsertivetmclain@netsertive.com netsertive.com/auto