Your SlideShare is downloading. ×
0
Having a Healthy
Online Presence:
The 4 Staples of
Lead Conversion
The Four Basic Food Groups
Who is Joe Webb?
DealerKnows: Founder
The Four Basic Food Groups.
≠
DealerKnows: Proper Nutrition
The Fifth Food Group.
Yum!
DealerKnows: Proper Nutrition
=
Vendors:
DealerKnows: Proper Nutrition
63%
27%
10%
Phone Ups
(27%)
Walk Ins
(63%)
eLeads
(10%)
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012
Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail
5%5%6%
9%
11%12%
25%
62% $249/
vehicle
Sources:
Deal...
Websites
Branding
• and Merchandising
Lead Acquisition
Technology
01010101010101010101010
10101010101010010011001
01101010...
Like grains, websites provide energy.
Attractive
Functional
One click away
DealerKnows: Websites
18%
82%
Has a Website
(82%)
DealerKnows: Data
Dealers who have websites:
Doesn’t
get Pie
(18%)
31%
69%
Has a Website
(69%)
Really?
(31%)
Attendees with websites:
DealerKnows: Data
KD Attendee
Research
The fixins’: All about conversion.
DealerKnows: Websites
18%
82%
Doesn’t Have any
Conversion
Tools
(82%)
Good Job!
(18%)
Conversion tools:
DealerKnows: Data
KD Attendee
Research
You’re doing it wrong.
DealerKnows: Websites
Hot buttons.
DealerKnows: Websites
Hot buttons.
DealerKnows: Websites
Brand / Logo
Value Proposition
Schedule Service
Trade Information
Hours/Directions/Cont...
29%
71%
Have an
Inventory Feed
(74%)
Do Not
(26%)
DealerKnows: Data
Request for information:
KD Attendee
Research
40%
60%
Don’t
(40%)
DealerKnows: Data
Request for information:
KD Attendee
Research
Provide
Online
Credit
Application
(60%)
40%
60%
Offer
Specials
(60%)
Don’t
(40%)
DealerKnows: Data
Request for information:
KD Attendee
Research
38%
62%
Offer Hours
AND
Directions
(62%)
Don’t
(38%)
DealerKnows: Data
Request for information:
KD Attendee
Research
Show and tell.
DealerKnows: Websites
Importance of Video.
Of your team.
Of your values.
Of your customers – testimonials.
...
Have a side of search (and corn).
DealerKnows: Search
DealerKnows: Websites
Keywords:
It’s YOUR fridge.
Keywords
TexasDirect
The Dealership
AutoTrader.com
Cars.com
Facebook
DealerKnows: Search
SEM
SEO
SEO, SEM, OMG...
DealerKnows: Search
used chrysler 300 arlington tx
Eat on the go.
By 2014, mobile Internet usage
will exceed desktop Internet
usage. Sorry, desktops.
DealerKnows: Search
2%
98%
Doesn’t Have
a Mobile
Site
(98%)
Oooh
Yeah!
(2%)
Mobile sites:
DealerKnows: Data
KD Attendee
Research
DealerKnows: Marketing
Branding,
Advertising, and.
Merchandising
provide stamina.
Eat your fruits and veggies.
DealerKnows: Marketing
Market your brand.
DealerKnows: Marketing
DealerKnows: Study
Digging deeper.
20 dealer groups from
around the country
6,139 vehicles
61,434 photos
Real transaction ...
Less than 10 pictures:
52.03%<10 Pictures
(52%)
>25 Pictures
(18%)
Mediocrity
(30%)
Distribution.
DealerKnows: Study
12%
88%
Offered Less Than
25 Photos per
Vehicle
(88%)
Yesss!
(12%)
Vehicle photos:
DealerKnows: Data
KD Attendee
Research
DealerKnows: Data
Average
Photos per
Sample
Vehicle
10.25
KD Attendee
Research
DealerKnows: Data
Vehicle photos:
What we found.
Going from
less than 10 pictures to more
than 25 pictures increased
leads and views
by more than 30%
Dealer...
Going from
less than 10 pictures to more
than 25 pictures increased
inventory turn by 25%
It gets better.
DealerKnows: Stu...
17%
83%
Took Their Own
Pictures
(88%)
No/Stock
Photos
(12%)
DealerKnows: Data
Request for information:
KD Attendee
Research
DealerKnows: Photos
What others have found:
Having just 11 pictures can
increase page views by
175% and contacts by
127% v...
DealerKnows: Photos
the good
DealerKnows: Photos
the bad
Wash me
DealerKnows: Photos
the badthe ugly
DealerKnows: Marketing
Sign, sign, everywhere a sign...
Leads provide energy.
DealerKnows: Lead Acquisition
Leads = Protein
Be your own lead provider.
DealerKnows: Lead Acquisition
Third party lead providers:
DealerKnows: Lead Distribution
It does the
dealership
good.
DealerKnows: CRMs/ILMs
A CRM/ILM provides strength.
What your CRM/ILM should be doing for you:
Trigger tasks for sales
•team
Automate Process
By event, lead type
• source, sa...
21%
79%
Responded
(82%)
Seriously?
(18%)
DealerKnows: Data
Request for information:
KD Attendee
Research
26%
74%
Hands Must
be Broken
(76%)
Called Us
(24%)
DealerKnows: Data
Phone response:
KD Attendee
Research
DealerKnows: Data
Average Phone
Response Time 4:16hrs
Phone response time:
KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Called on
First Day
13%
Phone response time:
KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Average
Over 10 days
1.9calls
Phone response:
KD Attendee
Research
DealerKnows: Data
36%
64%Didn’t Email
(61%)
Thanks!
(39%)
DealerKnows: Data
Email response:
KD Attendee
Research
DealerKnows: Data
Average Email
Response
Time
3:25hrs
Email response time :
KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Emailed on
First Day
30%
KD Attendee
Research
DealerKnows: Data
Email response time :
8%
92%
Didn’t Email to
Confirm Price
(92%)
Confirmed
Price
(8%)
Emailed price:
DealerKnows: Data
KD Attendee
Research
4%
96%
Didn’t Send
a Picture
(96%)
Sent
(at Least 1)
Picture
(4%)
DealerKnows: Data
KD Attendee
Research
Emailed pictures:
38%
62%
Didn’t Offer
a Value
Proposition
(62%)
Good Job!
(38%)
DealerKnows: Data
KD Attendee
Research
Emailed a value prop...
100%
Didn’t Send
a Video
(100%)
DealerKnows: Data
KD Attendee
Research
Emailed a video:
Graduate from the old school.
DealerKnows: CRMs/ILMs
Note
Pads
Who churns the CRM?
Driven by sales
management.
Supported by
staff.
DealerKnows: CRMs/ILMs
The price is right.
DealerKnows: Technology
DealerKnows: Appreciation
Thanks!
Thanks.
Joe Webb
Founder and President
847-456-5130
joe@dealerknows.com
facebook: /dealerknows
twitter: @zonewebb
DealerKn...
Having a Healthy Online Presence: The 4 Staples of Lead Conversion
Having a Healthy Online Presence: The 4 Staples of Lead Conversion
Upcoming SlideShare
Loading in...5
×

Having a Healthy Online Presence: The 4 Staples of Lead Conversion

155

Published on

Joe Webb of DealerKnows Consulting discusses the 4 Staples of Lead Conversion with the attendees of the Texas Independent Auto Dealers Association. DealerKnows conducted a mystery shop of 100 dealers in attendance as well as shares data from the National Independent Auto Dealers Association. http://dealerknows.com

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

  • Be the first to like this

No Downloads
Views
Total Views
155
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Having a Healthy Online Presence: The 4 Staples of Lead Conversion"

  1. 1. Having a Healthy Online Presence: The 4 Staples of Lead Conversion
  2. 2. The Four Basic Food Groups
  3. 3. Who is Joe Webb? DealerKnows: Founder
  4. 4. The Four Basic Food Groups. ≠ DealerKnows: Proper Nutrition
  5. 5. The Fifth Food Group. Yum! DealerKnows: Proper Nutrition
  6. 6. = Vendors: DealerKnows: Proper Nutrition
  7. 7. 63% 27% 10% Phone Ups (27%) Walk Ins (63%) eLeads (10%) Sources: DealerKnows: Data*AutoTrader KS&R Study 2012
  8. 8. Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail 5%5%6% 9% 11%12% 25% 62% $249/ vehicle Sources: DealerKnows: Data*AutoTrader KS&R Study 2012
  9. 9. Websites Branding • and Merchandising Lead Acquisition Technology 01010101010101010101010 10101010101010010011001 01101010010101010101001 01010101010101011010101 01010101010110101010010 10101010101010101010101 01010101010101010101010 10101010101010010101010 10101010101001010100010 10101010010101001010101 00101001010100101001010 11000110101010011010101 00101001010101001010100 10101010100101010010010 10101001010100101010101 01010010101010101010101 01010101010101010101010DealerKnows: 4 Elements The four staples of lead conversion:
  10. 10. Like grains, websites provide energy. Attractive Functional One click away DealerKnows: Websites
  11. 11. 18% 82% Has a Website (82%) DealerKnows: Data Dealers who have websites: Doesn’t get Pie (18%)
  12. 12. 31% 69% Has a Website (69%) Really? (31%) Attendees with websites: DealerKnows: Data KD Attendee Research
  13. 13. The fixins’: All about conversion. DealerKnows: Websites
  14. 14. 18% 82% Doesn’t Have any Conversion Tools (82%) Good Job! (18%) Conversion tools: DealerKnows: Data KD Attendee Research
  15. 15. You’re doing it wrong. DealerKnows: Websites
  16. 16. Hot buttons. DealerKnows: Websites
  17. 17. Hot buttons. DealerKnows: Websites Brand / Logo Value Proposition Schedule Service Trade Information Hours/Directions/Contact Specials Get Pre-Approved Inventory
  18. 18. 29% 71% Have an Inventory Feed (74%) Do Not (26%) DealerKnows: Data Request for information: KD Attendee Research
  19. 19. 40% 60% Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research Provide Online Credit Application (60%)
  20. 20. 40% 60% Offer Specials (60%) Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research
  21. 21. 38% 62% Offer Hours AND Directions (62%) Don’t (38%) DealerKnows: Data Request for information: KD Attendee Research
  22. 22. Show and tell. DealerKnows: Websites Importance of Video. Of your team. Of your values. Of your customers – testimonials. Build Value Walk Around Testify
  23. 23. Have a side of search (and corn). DealerKnows: Search
  24. 24. DealerKnows: Websites Keywords:
  25. 25. It’s YOUR fridge. Keywords TexasDirect The Dealership AutoTrader.com Cars.com Facebook DealerKnows: Search
  26. 26. SEM SEO SEO, SEM, OMG... DealerKnows: Search used chrysler 300 arlington tx
  27. 27. Eat on the go. By 2014, mobile Internet usage will exceed desktop Internet usage. Sorry, desktops. DealerKnows: Search
  28. 28. 2% 98% Doesn’t Have a Mobile Site (98%) Oooh Yeah! (2%) Mobile sites: DealerKnows: Data KD Attendee Research
  29. 29. DealerKnows: Marketing Branding, Advertising, and. Merchandising provide stamina. Eat your fruits and veggies.
  30. 30. DealerKnows: Marketing
  31. 31. Market your brand. DealerKnows: Marketing
  32. 32. DealerKnows: Study Digging deeper. 20 dealer groups from around the country 6,139 vehicles 61,434 photos Real transaction data
  33. 33. Less than 10 pictures: 52.03%<10 Pictures (52%) >25 Pictures (18%) Mediocrity (30%) Distribution. DealerKnows: Study
  34. 34. 12% 88% Offered Less Than 25 Photos per Vehicle (88%) Yesss! (12%) Vehicle photos: DealerKnows: Data KD Attendee Research
  35. 35. DealerKnows: Data Average Photos per Sample Vehicle 10.25 KD Attendee Research DealerKnows: Data Vehicle photos:
  36. 36. What we found. Going from less than 10 pictures to more than 25 pictures increased leads and views by more than 30% DealerKnows: Study
  37. 37. Going from less than 10 pictures to more than 25 pictures increased inventory turn by 25% It gets better. DealerKnows: Study
  38. 38. 17% 83% Took Their Own Pictures (88%) No/Stock Photos (12%) DealerKnows: Data Request for information: KD Attendee Research
  39. 39. DealerKnows: Photos What others have found: Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no pictures at all
  40. 40. DealerKnows: Photos the good
  41. 41. DealerKnows: Photos the bad Wash me
  42. 42. DealerKnows: Photos the badthe ugly
  43. 43. DealerKnows: Marketing Sign, sign, everywhere a sign...
  44. 44. Leads provide energy. DealerKnows: Lead Acquisition Leads = Protein
  45. 45. Be your own lead provider. DealerKnows: Lead Acquisition
  46. 46. Third party lead providers: DealerKnows: Lead Distribution
  47. 47. It does the dealership good. DealerKnows: CRMs/ILMs A CRM/ILM provides strength.
  48. 48. What your CRM/ILM should be doing for you: Trigger tasks for sales •team Automate Process By event, lead type • source, salesperson Processes for pre-sale, • post-sale, lost DealerKnows: CRMs/ILMs
  49. 49. 21% 79% Responded (82%) Seriously? (18%) DealerKnows: Data Request for information: KD Attendee Research
  50. 50. 26% 74% Hands Must be Broken (76%) Called Us (24%) DealerKnows: Data Phone response: KD Attendee Research
  51. 51. DealerKnows: Data Average Phone Response Time 4:16hrs Phone response time: KD Attendee Research DealerKnows: Data
  52. 52. DealerKnows: Data Called on First Day 13% Phone response time: KD Attendee Research DealerKnows: Data
  53. 53. DealerKnows: Data Average Over 10 days 1.9calls Phone response: KD Attendee Research DealerKnows: Data
  54. 54. 36% 64%Didn’t Email (61%) Thanks! (39%) DealerKnows: Data Email response: KD Attendee Research
  55. 55. DealerKnows: Data Average Email Response Time 3:25hrs Email response time : KD Attendee Research DealerKnows: Data
  56. 56. DealerKnows: Data Emailed on First Day 30% KD Attendee Research DealerKnows: Data Email response time :
  57. 57. 8% 92% Didn’t Email to Confirm Price (92%) Confirmed Price (8%) Emailed price: DealerKnows: Data KD Attendee Research
  58. 58. 4% 96% Didn’t Send a Picture (96%) Sent (at Least 1) Picture (4%) DealerKnows: Data KD Attendee Research Emailed pictures:
  59. 59. 38% 62% Didn’t Offer a Value Proposition (62%) Good Job! (38%) DealerKnows: Data KD Attendee Research Emailed a value proposition:
  60. 60. 100% Didn’t Send a Video (100%) DealerKnows: Data KD Attendee Research Emailed a video:
  61. 61. Graduate from the old school. DealerKnows: CRMs/ILMs Note Pads
  62. 62. Who churns the CRM? Driven by sales management. Supported by staff. DealerKnows: CRMs/ILMs
  63. 63. The price is right. DealerKnows: Technology
  64. 64. DealerKnows: Appreciation Thanks!
  65. 65. Thanks. Joe Webb Founder and President 847-456-5130 joe@dealerknows.com facebook: /dealerknows twitter: @zonewebb DealerKnows Consulting DealerKnows.com VirtualDealerTraining.com TaskTeacher.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×