Inbound Marketing For Auto Dealers


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Inbound Marketing For Auto Dealers

  1. 1. Inbound Marketing For Auto Dealers
  2. 2. 2011 we saw massive adoption of smartphones by consumers.  Ref: According to Google - "An analysis of UK search volumes on desktop versus mobile has found that in November 2011 mobile searches on popular Christmas gifts represented 14.60% of the online total – a jump from 1.83% in 2008 and still growing steadily."
  3. 3. The writing is on the wall - traditional outbound marketing channels like TV, radio, print, newspaper, etc are no longer effective and are way too expensive.
  4. 4. Consumers are spending more and more time online - on social media using their computers and smartphones. Auto dealers have to embrace inbound marketing - which covers an array of practices and technologies - Blogs, SEO, Twitter, Facebook, Online Press Release, Classifieds, SMS, Mobile Websites, and more as described below.  Inbound Marketing is a set of techniques used so that a customer can find you - online and using smartphones. 
  5. 5. Here are some drawbacks of traditional marketing <ul><li>86% of people skip through television commercials. </li></ul><ul><li>44% of direct mail is never opened. That’s a waste of time, postage and </li></ul><ul><li>paper. </li></ul><ul><li>84% of 25 to 34 year old's have clicked out of a website because of an </li></ul><ul><li>“ irrelevant or intrusive ad.” </li></ul><ul><li>The cost per lead in outbound marketing is more than for inbound </li></ul><ul><li>marketing. </li></ul>We examine some Inbound Marketing techniques Auto Dealers must be looking into for 2012..
  6. 6. 1 On Page SEO <ul><li>SEO is a commitment. It is not a magic wand. </li></ul><ul><li>It is a powerful force that can be wielded to dictate the prominent </li></ul><ul><li>content placement in search results, potentially driving countless </li></ul><ul><li>visitors to websites. </li></ul><ul><li>On page SEO is an vital attribute of it. One should include the following </li></ul><ul><li>factors while doing on-page. </li></ul><ul><li>Title Tag </li></ul><ul><li>Description Tag </li></ul><ul><li>Keywords </li></ul><ul><li>Body copy </li></ul><ul><li>H1, H2 </li></ul>
  7. 7. 2 Online Press Release <ul><li>Online Press release is a distribution of an important announcement </li></ul><ul><li>of your business through popular press release distribution channels </li></ul><ul><li>on web. </li></ul><ul><li>It is one of the fastest way of promoting your company, </li></ul><ul><li>product, event or service on web. </li></ul><ul><li>Most of the popular press release services are source of news for news </li></ul><ul><li>search engine such as Google or Yahoo! News. </li></ul><ul><li>Millions of visitors, including journalist, Bloggers, niche website owner </li></ul><ul><li>searching for a story, search Yahoo! or Google News daily. </li></ul><ul><li>Press release optimized with targeted keywords for targeted audience </li></ul><ul><li>builds a brand and provides market exposure. </li></ul>To summarize things - Auto Dealer should take advantage of online press release systems for their Automotive SEO strategies.
  8. 8. 3 Facebook Marketing <ul><li>Facebook provides a great opportunity for a car dealer website to </li></ul><ul><li>expand its targeted audience by simply increasing your fan page. </li></ul><ul><li>Marketing on Facebook is about your &quot;Circle of Influence&quot;. </li></ul><ul><li>It is an exciting medium. There are amazing success stories and equally </li></ul><ul><li>amazing monumental failures. It is the place “where your consumers </li></ul><ul><li>are”.  </li></ul>
  9. 9. 3 Facebook Marketing <ul><li>With over 500 million users - you cannot ignore Facebook. </li></ul><ul><li>Marlboro Nissan consistently sells over 20 cars a month as a result of </li></ul><ul><li>their Facebook page. </li></ul><ul><li>Right now Facebook has over 150 Million active US accounts..75 </li></ul><ul><li>Million of those people sign in every day..That means about 1/4 the </li></ul><ul><li>entire US population, has signed into FACEBOOK..All of these people </li></ul><ul><li>spend 210 Billion minutes on Facebook..That's roughly 400,000 </li></ul><ul><li>YEARS!!! </li></ul><ul><li>There are more than 60 Million people in the US accessing facebook </li></ul><ul><li>using mobile devices.. </li></ul>Why Facebook Marketing??
  10. 10. 4 Twitter Marketing <ul><li>Twitter is not at all an easy social media medium. </li></ul><ul><li>It is a rich source of constantly updated information. It is an amazing </li></ul><ul><li>medium with over 200 million users for type of business and a </li></ul><ul><li>personal account that helps you to add friends or customers in your </li></ul><ul><li>business and Auto Dealers to to improve sales, improve customer </li></ul><ul><li>service and increase brand equity. </li></ul><ul><li>Greater customer engagement </li></ul><ul><li>Customer service </li></ul><ul><li>Brand Loyalty </li></ul><ul><li>Customer Intelligence </li></ul><ul><li>Web traffic </li></ul><ul><li>Customer Experience </li></ul><ul><li>Relationship building </li></ul><ul><li>Announce your great deals and specials. </li></ul>In Following ways Auto Dealers can benefit from Twitter..
  11. 11. 5 YouTube (Video) Optimization <ul><li>Youtube is the World’s Largest Video Sharing Platform with 490 million </li></ul><ul><li>unique visitors per month worldwide. It is an important medium to </li></ul><ul><li>increase SEO, to share content and to receive feedback on that </li></ul><ul><li>content. </li></ul><ul><li>Every minute there are 400 Tweets containing a YouTube link. </li></ul><ul><li>YouTube is the #2 search engine on the planet. </li></ul><ul><li>There is currently 150 years worth of video on YouTube. </li></ul><ul><li>Over 3 million people are connected and sharing content to at least </li></ul><ul><li>one other social network. </li></ul><ul><li>YouTube Search Accounts For Nearly 28% Of All Google Searches. </li></ul>Some Stats:
  12. 12. 6 Content Optimization <ul><li>Creating unique or original content is key to your long term SEO </li></ul><ul><li>success. </li></ul><ul><li>Your content is what visitors will use to judge value and one of the key </li></ul><ul><li>elements that search engines use to rank your site. </li></ul><ul><li>Whether or not you end up on page 1 or page 100 is largely dependent </li></ul><ul><li>upon the quality and relevance of your content. </li></ul><ul><li>Create keyword optimized content on several social platforms. </li></ul><ul><li>Social bookmarking is also a great way to generate incoming traffic. </li></ul>Your content should be naturally flowing and provide an enjoyable user experience.
  13. 13. 7 Microsites <ul><li>Create niche microsites to direct traffic to your main site. </li></ul><ul><li>One can have various keyword reach domain names that are highly </li></ul><ul><li>valued by Google. </li></ul><ul><li>We cannot stuff it in only one domain name. </li></ul><ul><li>Many of the present directories allow links only to homepage so, with </li></ul><ul><li>Microsite it's a big advantage. </li></ul>Auto Dealer Website
  14. 14. 8 Classifieds <ul><li>Users actively search for auto deals and specials on popular classifieds </li></ul><ul><li>like craigslist, backpage, ebay classifieds, adoos, oodle etc. </li></ul><ul><li>Google indexes these classifieds very nicely and they rank high on </li></ul><ul><li>SERP. </li></ul><ul><li>Regularly post deals and your inventory to classifieds using proper </li></ul><ul><li>keywords can attract your potential consumers. </li></ul><ul><li>Dealers can reach a global audience through this online medium. </li></ul>
  15. 15. 9 Mobile Websites <ul><li>Auto dealers are racing to go mobile and reach out to customers. </li></ul><ul><li>Mobile usage and mobile search continues to grow and customers are </li></ul><ul><li>using their smartphones for product research, news, entertainment </li></ul><ul><li>and everything else. </li></ul><ul><li>Mobile Websites have become the first step or the foundation of your </li></ul><ul><li>mobile presence. </li></ul>
  16. 16. 10 Mobile Apps Today's customers like to get the information quickly and conveniently. Mobile apps can be the communication tool between auto dealers and their potential customers. Below given some Mobile App Functionality.. <ul><li>Search and Sort new and pre-owned inventory by price/model/year/  </li></ul><ul><li>View complete car details - multiple photos/videos  </li></ul><ul><li>Save or share your favorite auto search results (social buying) </li></ul><ul><li>Request a service appointment </li></ul><ul><li>View payment details  </li></ul><ul><li>View service specials </li></ul><ul><li>Maps and directions  </li></ul><ul><li>Easy “click-to-call” phone access </li></ul><ul><li>Store hours </li></ul><ul><li>Coupons/Special </li></ul><ul><li>Social sharing on Twitter/Facebook </li></ul>
  17. 17. 11 QR Codes <ul><li>QR codes are physical 2D bar codes that, when scanned with a mobile </li></ul><ul><li>app takes the user to a mobile landing page. </li></ul><ul><li>Auto dealers can use QR codes on all sales stickers - to make it easy for </li></ul><ul><li>consumers to research the vehicles and get more information. </li></ul><ul><li>That way if a customer comes on a dealer lot after the dealership is </li></ul><ul><li>closed - he/she will still get all the information. </li></ul>
  18. 18. With Mobile technology - Inbound Marketing is getting more and more personalized, customized and targeted. 
  19. 19. Contact Timothy Martell Under Timothy Martell's leadership Marlboro Nissan's website drives more than 30,000 visitors per month. Timothy Martell executes a cutting edge online marketing strategy consisting of Social Media platforms like Facebook, Twitter, SEO, Microsites, Local Search, Consumer Rating Websites, Online Tools etc which have made Marlboro Nissan to become one of the volume leaders in the whole of New England. Marlboro Nissan website has had huge steady increases for almost the entire year (2009). In August 2009 of this year traffic was just shy of 40,000 visits, 1,500 phone calls (online only) and almost 1,000 leads. About Timothy Email