Digital Marketing =
MORE…
Name:
Shop Name:
# of RO’s Per Month :
AVG RO$:
Closing Ratio:
Biggest Sales/Marketing
Challenge:
Who are the eMarketing Sherpas ?
•

CEO and Lead Sherpa Frank Terlep has
more than 30 years of experience in the
auto body...
eMarketing Sherpas Products and Services
Today’s Discussion Topics
• Definition of Marketing
• What is Digital Marketing?
• Why is Digital Marketing a
Requirement ...
Today’s Discussion Topics
• What is a ―Digital Consumer‖?
• What Benefits Can a Shop
Expect to Receive from Digital
Market...
Today’s Discussion Topics
• How Much Time and Money
Should a Shop Spend on
Digital Marketing
• Who in the Shop Should ―Do‖...
$50,000 - $300,000
Social Networking has
overtaken porn as the
#1 activity on the web
The Value of an
Email to a
Business is
$50.00
72% of Email
Users Check
Their Inboxes 6
or More Times a
Day
The #1 Position on a
Search Engine Results
Page Receives Almost
1/3 of All Page Clicks
26% of people that
perform an Internet
search will go to
page 2 to find a
company or product
Every Dollar
Invested in an
Email Campaign
Generates More
than a $43.00 ROI
1 in 3 local
searches are
done on mobile
devices
70% of those
people took
action in less
than 1 hour
36% of social
media users need
to check
Facebook at least
once a day
15 Million Phone
Apps are
Downloaded Every
Day!
The Average
Facebook User
has 245 Friends
50% of social media
users check Facebook
and Twitter first thing
in the morning
48% of Facebook fans
are “very likely” to
recommend a product
or service to family
and friends
16-18% of a shop’s
Facebook posts are
actually seen by
shop’s FB “friends”
By 2013 Mobile Web
is predicted to take
over desktop Internet
usage
47% of offline purchases
start with online research
and comparison
shopping
44% of U.S. based
internet users performed
local searches in the last
year looking for a local
business.
The Typical Smart
Phone User Looks
at their Smart
Phone 150 times
per day
What is the Average Age
of the users of…
Twitter
?
Facebook
?
LinkedIn
?
Total:
?
TRUE!
FALSE!
$118.00
TRUE!
TRUE!
False!
Less Than 5%
TRUE!
TRUE!
TRUE!
FALSE
56%
FALSE!
46 Million
on Apple
Alone
TRUE
TRUE!
FALSE
68%
TRUE!
TRUE!
FALSE
67%
FALSE
84%
35-54 Years Old
TRUE!
Twitter
Facebook
LinkedIn
Total
Pindomblog 9/12/12

37
40
44
121
Does Digital Marketing Work for
Small Business?
Marketing…The End Game is Still
the Same…BUT……

Know

Like

Trust
Marketing Should be a Systemized Process…….
Know
Like

Trust
Try
Buy
Repeat
Refer

• On-Line Articles, Videos, Blog
• PPC ...
“Old School” Marketing VS Digital Marketing

• “Old School”
(The 4 P’s)

– Product
– Price
– Placement
– Promotion

• Digi...
What is Digital Marketing?

The practice of getting consumers and strategic relationships to
KNOW, LIKE, TRUST, TRY, BUY, ...
Why is Digital
Marketing Critically
Important to Auto Body
Shops?
Why is Digital Marketing Critically Important?
• 85% of the population are Internet Users
• 79% of the adult population us...
Why is Digital marketing Critically Important?
Why is Digital Marketing Critically Important?
• 85% of the population are Internet Users
• 79% of the adult population us...
Why is Digital Marketing Critical for Success In
Today’s Market Place?

• There are 112,000,000 Gen X and
Y that grew up i...
Is Print Doomed?
How Can Digital Marketing & Retention Activities Help an Auto
Body Shop Capture More Cars, Customers, Revenue and Profit?
...
Who is a Shop’s Digital Marketing & Retention Target?

Digital Consumer:
A A “Digital Consumer” is an individual
that uses...
13 Digital Marketing Tools Your Shop Should Use to
Capture More Customers, Revenue and Profit
1.
2.
3.
4.
5.
6.
7.

8.
9.
...
Your Web Presence
Your Website
•
•
•
•
•
•
•
•
•
•
•
•

#1 Reason to build your website is to be found!
Your shop‟s website is your on-line/...
DOES YOUR SITE
LOOK LIKE THIS?
How Do
They
Contact
You?
What is
Your Call
To Action
Use of
Videos
Customer
Reviews
Special
Promotion
HOW DOES YOUR WEBSITE
STACK UP?
Website Design and Development Options
• Thousands of Local
Companies
• Summit eMarketing
Sherpas
• Optima Automotive
• Co...
Find and Build a Content Platform
What Types of Content Can Be Shared?
•
•
•
•
•
•
•
•
•
•
•
•

Text
Photos
Videos
Audio
Information
Experience
Conversation...
Why is Content Important
•
•
•

•
•
•
•

You and your shop positioned as experts
Digital solution for Know, Like and Trust...
Content & Content Creation
Content Tools
•
•
•
•
•
•
•

Summit eMarketPlace
Hootsuite
Twitterfeed
RSS Feeds
Feedly
AllTop
...
Search Engine Optimization

Search Engine Optimization

Is Your Website Invisible?
Search Engine Optimization
• More site traffic = more
customers!
• Your competitors are
doing it, or will
• 32.5% of peopl...
Search Engine Optimization
Your Web Site(s)
Search Engine Optimization
• Search Engine Optimization:
– Optimizing your site to get to
the top of Goog...
Search Engine Optimization
Content Is King!

“Keyword… YOUR TOWN”
Title Tags
Age of URL
Videos
Blog
Backlinks
Keywords (General)
Keywords (Dallas)
Keywords (Dallas)
Title Tags

•
•
•
•
•

The title tag can only be 70 characters long (that’s all the search engine will even look at)
The f...
• Primary Keywords should appear:
– In page title
– In page headers
– In navigation links

– In bold text
– In web address...
Search Engine Optimization
Duplicate Content
Can Hurt Your
Rankings or
Get Your Site
Blacklisted
This is a BIG
issue for m...
Search Engine Optimization
SEO – Black Hat?
• What is ―Black Hat
SEO?‖
– Anything that artificially
boosts your position
–...
Black Hat SEO
Black Hat SEO
Does SEO Work?
Search Engine Optimization
Search Engine Optimization
May „11

Jun '10

May '10

Jun '09

Search Engine Traffic

2,186

1575

1353

1106

Bounce Rate...
Social & SEO….
The news for anyone thinking about SEO is summed by this statement from Google – ―.
. .relevance isn’t just...
Search Engine Optimization
Changes to a
website take 6090 days for
search engines
to fully
recognize
SEO Companies, Tools and Platforms
•
•
•
•
•
•
•
•
•
•

Summit eMarketing Sherpas
Optima Automotive
Collision Builder
Thou...
HOW DO YOUR
SITES
PERFORM?
Your Web Site(s)Per
Pay
• SEM: Search Engine
Marketing
– Paying Google to place your
ad at the top of search results
– Cos...
Your Web Site(s)Per
Pay
•

•
•
•
•

•

Pay per click (PPC) (also called Cost
per click) is an Internet advertising
model u...
Your Web Site(s)Per
Pay
• SEM: Search Engine
Marketing
– Paying Google to place your
ad at the top of search results
– Cos...
Keywords (Dallas)
81.22%
10.00%
5.31%
Your Web Site(s)
Winning the Local Search Game
•

90% of online commercial searches
result in offline bricks and mortar
pu...
Your Web Site(s)
Winning the Local Search Game
• Geo Based Content
• Community
Resources
• Local Contributors
• Local Land...
Your Webthe Local
Site(s)
Winning

Get Listed
•
•
•
•
•
•

Data Compilers
Memberships
Getlisted.org
InfoUSA
Localeze
Unive...
4.2
$500.00 $1000.00
Utilize a Powerful CRM/BRM System

Yr, Make, Model
Why Use a Powerful CRM/BRM System

$2,000,000

870
7 Years
Why Use a Powerful CRM/BRM System

$500.00
870
$435,000.00
Why Use a Powerful CRM/BRM System

$435,000.00
7 Years

$3,045,000.00
75/25

$761,250.00
Why Use a Powerful CRM/BRM System

67%
23%
50%
43%
What Can/Should a CRM/BRM System Do
For Your Shop?
• Integrate with industry platforms
• Track and manage all communicatio...
BRM/BRM System Options
•
•
•
•
•
•
•
•
•
•

Summit eMarketPlace
Salesforce.com
ACT
Goldmine
Outlook Contact Manager
Zoho
I...
What Type of Emails Should You Send?
• Emails to Unsold Estimates or
Repair Quotes
• Thank You Emails with
Integrated Cust...
What Type of Emails Should You Send?
•
•
•
•
•
•
•
•
•
•

Quarterly Newsletters
Co-Marketing Emails
Internal Communication...
Email Marketing and Communication
•

•

•
•

According to Stan Rapp, the father of direct
email marketing, an email addres...
What Type of Emails Should You Send?
• Emails to Unsold Estimates or
Repair Quotes
• Thank You Emails with
Integrated Cust...
What Type of Emails Should You Send?
•
•
•
•
•
•
•
•

Quarterly Newsletters
Co-Marketing Emails
Confirmation Emails:
Event...
Email System Options
•
•
•
•
•
•
•
•
•
•

Summit eMarketPlace
Constant Contact
iContact
Aweber
Benchmark
Pinpointe
Get Res...
What is Mobile Marketing?
•
•
•
•
•
•
•
•

Cell Phones
Smart Phones
Tablets
Other Mobile Devices
SMS
Apps
Location Based (...
Mobile/Text Message Marketing and
Communications
•

•
•
•
•
•
•
•
Compliments Tatango 2011

•

There are 300 MILLION mobil...
Text Messaging System Options
•
•
•
•
•
•
•
•
•

Summit eMarketPlace
CCC Update Plus
AutoWatch
Trumpia
EzTexting
Message M...
Smart Phone Marketing
How Often Do Users Search for These Types of Businesses?
Are Apps Important?
Stay Connected to Smart Phones
•

More than 140 MILLION smart phones in
use in North America
–

•
•

•

•

By 2016 there w...
Consumers can
view and share
status, images,
videos and notes
on their favorite
social media
sites!!!

Consumers
can conta...
Shop‟s can
even get their
own company
branded
apps…
(Optional)

Consumers can
get up to date
live traffic
updates
Consumer...
SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
Social Media Usage
•
•
•
•
•
•
•
•
•
•
•
•

Facebook, Twitter, YouTube, LinkedIn & Google+
Become your on-line community c...
Development of Content
Setting Up Your Accounts For
Success… Twitter
Setting Up Your Accounts For
Success… Twitter
Google+
• Google+ is similar Facebook, and a bit like Twitter
• The look and feel of Google+ is lot like Facebook’s, which is Goog...
Google+
Benefits For Business

• Enhanced awareness on Google of your presence online IF you
provide quality content, thus...
•
•
•
•
•

Business to Business
Recruiting
Agents
Fleets
Companies

•
•
•

Personal Profile
Company Profile
Groups
•
•
•
•

Keep In Front Of People- Fewer users, fewer status updates
means that what actually is posted is more meaningful....
• Search To Build Your Network- Find associations,
vendors, insurance agents, towing companies,
etc.
• Step 1: “Listen” First….
• Step 2: What are your shop’s goals and
objectives with social media?
– Branding, Image, Sales...
Securing Fans/Followers
• Make up a flyer that is included in your paperwork
upon delivery of the vehicle, create QR codes
Social Media Marketing Companies and
Platforms
•
•
•
•
•
•
•
•
•
•
•
•

Thousands of Local Businesses
Summit eMarketPlace
...
Capture and Utilize Customer Reviews and Ratings
• 82% of consumers would select a
repair facility based on customer
revie...
THE MOST POWERFUL CUSTOMER SURVEY EVER!!!
•
•

•

•
•
•

What made you decide to have your
car repaired at our business?
W...
Customer Reviews and Ratings Companies and Platforms
•
•
•
•
•
•
•
•
•
•
•
•

Summit eMarketPlace
AutoChecx
Ten Point Comp...
E-Ads, Promotions and Coupon Platform
•
•
•
•
•
•
•
•

E-Ads, Promotions and e-Coupons are
Extremely Popular with Consumer...
E-Ads, Promotions and Coupon Platforms

•
•
•
•
•

Summit eMarketPlace
Groupon
Living Social
Coupons.com
Many others
Your Shop’s Reputation May be Getting Damaged and
You Don’t Know About it…
Reputation Management Platforms
•
•
•
•
•
•
•
•
•
•

Summit eMarketPlace
Google Alerts
Reputation.com
Vendasta.com
Trackur...
How Much Time and $$$ Should a Shop Spend on
Digital Marketing?
How Much Time and $$$ Should a Shop Spend on
Digital Marketing?

To catch
―big‖ fish you
have to ―go
fishing‖
where the
―b...
WHO SHOULD “DO”
THE DIGITAL
MARKETING IN YOUR
BUSINESS?
Do It
Yourself
Digital
Marketing
Who in your organization has the following
knowledge, skills and time..
…Content creation
…Knows and understands Wordpress...
HIRE
YOUR
WEAKNESS
CREATING A
SUCCESSFUL
DIGITAL MARKETING
PLAN AND
PROCESSES
Important Digital Marketing and
Retention Strategies and Processes
• Company Marketing,
Revenue and Profit
Objectives
• Yo...
Important Digital Marketing and
Retention Strategies and Processes
• Your Company Case Statement
• What Makes Your Company...
Important Digital Marketing and
Retention Strategies and Processes
• Are You Committed to
Marketing Your
Business?
– MUST ...
5 Marketing Mistakes Most Auto Body and
Repair Shops Make
1. Not creating and using a marketing
plan
2. Not differentiatin...
What is the Potential ROI?
What is the Potential ROI?
What is YOUR Shop’s Potential ROI?
What Happens if Your Shop Does Not Implement
Digital Marketing ?
•
•

•
•
•
•
•

Tomorrow – MAYBE NOTHING
Miss access to f...
13 Digital Marketing Tools Your Shop Should Use to
Capture More Customers, Revenue and Profit
1.
2.
3.
4.
5.
6.
7.

8.
9.
...
What is e-MarketPlace?
• A web, mobile and
social media based
sales, marketing,
communications,
productivity and
customer ...
Where Does e-MarketPlace “Fit” in a Collision Repair
Business?
Click to edit Master title style
Estimating
Systems

Shop M...
How Does eMarketPlace Deliver on Its Promise of More
Customers, Revenue & Profit?
•
•
•
•
•

Improves Sales and Closing Op...
What Does e-MarketPlace Do?
Click to edit Master title style
Automated Interface with Industry Platforms Builds
Click to edit Master title style
a Valuable Business Asset..A CRM Syste...
Use the eMarketPlace Automated Unsold Estimate Follow Up and Sales
System to Improve Your Shop‟s Sales Opportunities

Clic...
Automated Unsold Estimate Follow Up and Sales
Click to edit Master title style
System

Unsold Estimate Text
Message
Unsold...
Use Our Email, Text, Facebook and Web Based Digital Ads, Promos and
eCouponing Platform to Generate Additional Sales and P...
We Turn Your Estimating Platform into a CRM System and Your Boring
Email System into a Powerful Sales, Marketing and Brand...
Stop Paying $3.00 Per Call to Piss Off Your Customers!!!! Use Our
Integrated CSI, Reviews, Ratings and Reporting System

C...
Let Your Office Staff Go Mobile!
Click to edit Master title style
Improve Consumer, Insurer, Agent, Dealer, Fleet and Other B2B
Marketing and Communications with the Industry‟s First and O...
Protect Your Company‟s On-Line Reputation with
Click Reputation Management Platform
to edit Master title style
our
Utilize 125+ Templates in Our 2-Way Email & Text Message
Marketing and Communication Platform
We Turn Your Customer‟s Smart Phones into Powerful
Click to edit Master title style
Sales, Marketing, Branding and Communi...
We Turn Your Customer and Website into Your Shop‟s Best
Social Media Marketers!
Make it Easier for Consumers to Request Appointments with the
eMarketPlace Appointment App for your Shop‟s Facebook Page,
...
Track Your Shop‟s Salesstyle Marketing
and
Click to edit Master title
Success with More than 35 KPI‟s
Track Your Shop‟s Salesstyle Marketing
and
Click to edit Master title
Success with More than 35 KPI‟s
Generate More RO‟s and $$$$
Click to edit Master title style
How Much?
Less than $1.50
Per Customer

Where else can you receive a 800% ROI?
My Three Digital
Marketing To Do‟s
To Reach an Additional
$50,000 - $300,000
Annually
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
Digital Marketing = More Customer...More Revenue...More Profit
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Digital Marketing = More Customer...More Revenue...More Profit

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This presentation, which was performed on October 10, 2013 at the Sherwin Williams Training center in Dallas, TX outlined how auto body shops can increase their sales and profits through the proper use of digital sales, marketing, communications, customer retention and referral tools, technologies and techniques.

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  • Thanks everyone for their time and interest. If you are interested in getting more details on how we can help your shop capture more cars, customers, revenue and profit through digital marketing call us at 888.377.2661, visit our website at www.summitsoftwaresolutions.com or send us an email at sales@summitsoftwaresolutions.com
  • Thank everyone for attendingOver the next 60 minutes I am going to share 10 ways, tools and techniques your auto body must consider to capture more cars, customers, revenue and profit thru digital marketing
  • If your business is interested in more customers, revenue and profit you are in the right place. Our mission is simple but powerful….. help auto body and repair shops capture, service and retain more customers, revenue and profit through digital marketing tools, technologies and techniques.
  • Summit eMarketingSherpas delivers several products and services designed to help auto body and repair shops capture, service and retain more customers, revenue and profit!
  • During today’s session we plan to cover the following topics.
  • During today’s session we plan to cover the following topics.
  • During today’s session we plan to cover the following topics.
  • So what is the opportunity ?
  • Before we discuss the tools and techniques for successful digital marketing let me define it…
  • Before we discuss the tools and techniques for successful digital marketing let me define it…
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • So why should an auto body shop care about, tap into, service and market to “digital consumers in their local markets? 1. At least 50% of consumers DO NOT have their vehicles repaired in DRP shop. This means 50% of all consumers are “up for grabs” when it comes having their vehicle repaired at your shop!!! 2. There are HUNDREDS OF MILLIONS of “digital consumers” in the North American market…This is the fastest growing demographic segment in North America!!!!!Here are a few statistics…Do you need any other reasons???????
  • How can these 10 tools help your shop capture more cars, customers, revenue and profit . Review list
  • THE FASTEST GROWING DEMOGRAPHIC IN NORTH AMERICA…THE DIGITAL CONSUMERWHAT IS A DIGITAL CONSUMER? Read definitionI am going to guess you know many family members, friends, business associates and customers that fit this description
  • This should always be near the top of the page, big and bold. Never hide it below the scroll line or on another page. You’ll lose visitors if you do which means you’ve lost the chance to get that job.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • Directing visitor behavior is what this is all about. Phone number, “Request an Estimate”, “Request and Appointment”, “Find Us” are all considered Calls to Action.
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • Is there any doubt what this website is all about? If it is abundantly clear to you what this site is about it will be abundantly clear to search engines, too.
  • This dealer group had many different dealerships. Their developer cloned the body shop site on each one. Google disregarded all of these but one as a result, NOT GOOD! The content on your site needs to be unique. You cannot copy it onto Yelp, or Facebook or anything else without risking your search engine rankings.
  • Here’s an example. The field at the bottom looks blank, right? Check the next slide…
  • When we held our left mouse button and dragged down we found all of this hidden text in the background, all keywords intended to artificially pack this space with non-public viewed content. Search engines will, eventually, figure this out and blacklist this site unless they do something about it, which they did. They were not aware that their web provider had done this.
  • This shop also was unhappy with their search results. Extensive SEO work was done and the results were remarkable, as the following slides will reveal.
  • On the right side are the benchmark rankings. Dashes mean the site didn’t rank in the top 250 results. Left side was the result of extensive SEO work on the site. Look at all the number 1’s! Look at all the page one’s (top 10). This translates into significantly more traffic to the site.
  • And the results kept getting better and better. In May of 2011 this shop received 509 requests for estimates and closed a good number of them. Think maybe this shop was pleased with the investment they made in SEO?
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • The next digital marketing tool, technique and process your shop needs to pay attention is your over all web presence Review slide, show what help I crashed my car offers with regard to wen presence
  • There are typically 4 assets in a small businessYour employeesYour propertyThe equipment in your shop and…..Your customer base! While most collision repairers do a good job insuring their employees, property and equipment assets are helping them meet their business and personal goals and objectives……………….most shops do a horrible job of managing, marketing to, connecting with, retaining and generating additional revenue and profits from oen of their most important business assets…a customer database!
  • Whether you are a DRP shop or not, you see, speak with and service hundreds of customers per year…If you are a DRP, insurers are delivering consumers to your shop and, for the most part you DO NOTHING to retain, market to, connect with and generate additional revenue and profit from these customers! If you are not a DRP shop you are also probably guilty of this gross mismanagement of your customer database as well!
  • Whether you are a DRP shop or not, you see, speak with and service hundreds of customers per year…If you are a DRP, insurers are delivering consumers to your shop and, for the most part you DO NOTHING to retain, market to, connect with and generate additional revenue and profit from these customers! If you are not a DRP shop you are also probably guilty of this gross mismanagement of your customer database as well!
  • The first and one of the most important steps in a successful digital marketing, advertising and retention strategy is the creation, management and utilization of a digital marketing database. The good news is most shops already have the data collection platforms necessary to capture the data, we provide the database and tools to leverage this data. Review Help’s capabilities
  • So why it is so important to build a digital marketing database? Review #’s…
  • So why it is so important to build a digital marketing database? Review #’s…
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • The idea behind the RepairConnect apps is to provide shops with a unique and powerful sales, marketing, communications and social media marketing tool for smart phone, tablet and social media users. Today more than half of the population owns a smart phone, 35% own a tablet and 67% use social media sites! RepairConnect makes it easy for a consumer to view and share…..Contact your shop or request an appointment…
  • RepairConnect also provides several other useful tools a consumer might need/use when they are driving or traveling! Shops can even choose to create their own private branded apps!
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Review slide, review what we offer
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • Now that we have reviewed tool and processes the next question most shops ask is how much time and $$$ should I invest in digital marketing?Review #’s and then show 80%
  • In addition to digital marketing tools, shop must also implement processes to support their efforts. Remember Develop a strategy and processes before tactics
  • In addition to digital marketing tools, shop must also implement processes to support their efforts. Remember Develop a strategy and processes before tactics
  • In addition to digital marketing tools, shop must also implement processes to support their efforts. Remember Develop a strategy and processes before tactics
  • So what is the opportunity ?
  • So what is the opportunity ?
  • Do you NEED to implement a digital marketing strategy?Review list…..Another question I am always asked is…switch slides…
  • In this short video I am going to show you how eMarketPlace can help your auto body shop capture, service and retain more customers revenue and profit and…Improve your Communications with the consumerImprove Your Shop’s Social Media Presence and Performance Improves Agent, Insurer, Dealer, Fleet and other B2B Communications Improve Access to Gen X, Y and Mobile UsersImprove Your Shop’s Scheduling Options Automatically Creates Valuable Asset for your Business
  • So what is eMarketPlace? Technically it is a mobile and web based sales, marketing, communications, productivity and customer retention automation platformSo what does that mean to an auto body or repair shop owner? It means……It helps your shop deliver better customer service, generate additional sales revenues and profits, improves your shop’s branding, referral and retention activities, and improves productivity while reducing expenses!
  • So where does e-MarketPlace “fit” in my business? Good Question…Let me try to compare our e-MarketPlaceplatfom to other systems your shop is probably already using today. Your shop is probably using one or more automated estimating systems to document and estimate vehicle damage and in many cases your shop is using that same estimating platform to communicate with and invoice insurance companies Your shop may also use a shop management system to help you manage scheduling, production, job costing, technicians and more…….finally my guess is your shop also uses accounting software like quickbooks, business works, peachtree or others to manage the financial performance of yourbusiness.While all of these systems play an important part in your business none of them are designed to help your shop capture, service and retain more customers, revenue and profit…E-MarketPlaceis the collision industry’s first and only AUTOMATED system designed to help your shop improve sales, marketing, communications and customer retention results which ultimately leads to more customers, revenue and profit!
  • So how does eMarketPlace Deliver on its promise ? Read slide
  • The simple answer is….Virtually any type of sales, marketing, communication and customer retention activity an auto body or repair shop would do on-line with consumers, agents, insurers, dealerships. fleets or other local business. The best news is….once e-MarketPlace is configured most of these powerful capabilities are automated, which means you or your staff don’t have to become digital marketing experts to receive the benefits.Let’s review some of key features and benefits your shop receives from the eMarketPlace platform
  • First and most importantly eMarketPlace integrates with and imports every file your shop writes in the most industry platforms. We all know it costs 8 times more to capture a new customer than an existing customer PLUS every customer has influence of 4.2 vehicles owned by family, friends and associates AND we know every customer who had their vehicle repaired at your shop over the last year is going to spend, on average, $1000.00 their car next year. WITHOUT a usable customer database your shop is missing tremendous sales, profit and referral opportunities!
  • Based on our research most shops don’t have or use a formal unsold estimate follow up process. We also know that the industry average for closing ratio is 65%. This means a “typical” shop with annual sales of $2.0M MISSES 468 sales opportunities EVERY year! The eMarketPlace Unsold estimate follow up and sales system will improve your shop’s sales opportunities!
  • We use a combination of email and text messaging to touch every unsold estimate at least 3-5 times during the 7-10 days after the consumer visited your shop!
  • The eMarketPlace digital ads, promotions and ecouponing system will generate sales of non-collision repair products and services from your existing customer base AND keep your customers coming back to your shop during the 7-10 years between accidents!
  • eMarketPlace is an automated loyalty, referral and retention platform that educates your customers, makes it easy for your customers to refer your business and keeps your shop’s brand in front of your customers, AUTOMATICALLY for up to 10 years between accidents!
  • According to JD Powers consumers are phone surveyed OUT. Reduce or replace your phone based CSI provider with our email or text based CSI, Reviews and Ratings platform. Create your own surveysProvide automated offers for those that respondGenerate detailed reports INCLUDING Net Promoter Score results You can even share customer comments on your website and facebook page!
  • Chances are you and your employees use a smart phone and/or tablet. The eMarketPlace platform has been designed for the mobilized shop…
  • Think of the eMarketPlace CRM (Customer Relationship Management) platform as a a relationship management, communication and retention platform for consumers, local agents, insurers, dealerships,fleets and other local businesses. If your shop is marketing to, servicing and communicating with any of these entities you need a system to manage those relationships.
  • If you are not monitoring what is being said about your shop on-line your reputation could be getting damaged and don’t even know it. The eMarketPlace reputation management system monitors more than 85 social media sites for posts about you, your business, your employees, your competition and more and then emails you a daily report on what was posted, when and where it was posted. eMarketPlace even takes you directly to the location and link of the post so you can respond promptly and professionally.
  • When it comes to digital marketing content is king. eMarketPlace comes with more than 125 predesigned and pre-written email and text messages so you and your team don’t have to start from scratch!
  • "The world is going mobile and social and RepairConnect helps repairers in both areas.” Terlep continued, "With more than 50% of the population already using smart phones, 34% owning tablets, and 67% participating in social media RepairConnect provides auto body and repair shops a single tool that addresses three of the biggest marketing and communication opportunities in the world today!
  • Consumers need and want your service no matter what time of day or where they are located. eMarketPlace allows consumers to request appointments with your shop via your website, Facebook page, the RepairConnect app or your own custom mobile app!
  • As you know..if you don’t measure you can’t improve..eMarketPlace delivers a daily visual KPI dashboard via email so you know how your sales and marketing initiatives are working!
  • Unlike other industry software, eMarketPlace is focused on helping you capture, service and retain more cusrtomers….revenue….and profit. By focusing in your existing customer base and existing b2b relationships a typical shop with $2.0 MM in annual sales could expect more than $50,000 in additional revenues in Year 2 of an eMarketPlace implementation.
  • If you are like most auto body and repair shop owners you now want to know how much eMarketPlace is going to cost your business. I think you will be pleasantly surprised. Your shop can begin benefitting from eMarketPlace for an investment of less than 50% of a SINGLE average repair order.That right for less than $1000.00 your shop can begin implementing eMarketPlace immediately and for less than $5.00 per day you can hire eMarketPlace to perform a vast majority of your shop’s digital marketing, communications, customer retention and referral activities for LESS THAN $5.00 PER DAY!Where else can your shop receive an ROI ratio of 28:1??????
  • Want to learn more? Call us at 888.377.2661 EXT 102, email us or visit our website to get a FREE demonstration.Thanks for your time and we look forward to helping your business capture, service and retain more customers, revenue and profit.
  • So what is the opportunity ?
  • Digital Marketing = More Customer...More Revenue...More Profit

    1. 1. Digital Marketing = MORE…
    2. 2. Name: Shop Name: # of RO’s Per Month : AVG RO$: Closing Ratio: Biggest Sales/Marketing Challenge:
    3. 3. Who are the eMarketing Sherpas ? • CEO and Lead Sherpa Frank Terlep has more than 30 years of experience in the auto body and repair industries – – • • • • • Designed/ developed more than 25 technology solutions Certified digital marketing expert. 6 full time digital marketing, web, mobile and mobile app developers Complete web design, development and SEO team Social Media Marketing Expertise Content Management and Curation Expertise Professional support and administrative team
    4. 4. eMarketing Sherpas Products and Services
    5. 5. Today’s Discussion Topics • Definition of Marketing • What is Digital Marketing? • Why is Digital Marketing a Requirement for Success in Today’s World? • What is Your Opportunity?
    6. 6. Today’s Discussion Topics • What is a ―Digital Consumer‖? • What Benefits Can a Shop Expect to Receive from Digital Marketing? • 12 Digital Marketing Tools Tools Every Shop Must Consider • Strategy Before Tactics • Digital Marketing IS a Process
    7. 7. Today’s Discussion Topics • How Much Time and Money Should a Shop Spend on Digital Marketing • Who in the Shop Should ―Do‖ the Digital Marketing • Your Digital Marketing ROI • Introduction to Collision Industry’s Full Service Digital Marketing Solution • Open discussion, Q&A
    8. 8. $50,000 - $300,000
    9. 9. Social Networking has overtaken porn as the #1 activity on the web
    10. 10. The Value of an Email to a Business is $50.00
    11. 11. 72% of Email Users Check Their Inboxes 6 or More Times a Day
    12. 12. The #1 Position on a Search Engine Results Page Receives Almost 1/3 of All Page Clicks
    13. 13. 26% of people that perform an Internet search will go to page 2 to find a company or product
    14. 14. Every Dollar Invested in an Email Campaign Generates More than a $43.00 ROI
    15. 15. 1 in 3 local searches are done on mobile devices
    16. 16. 70% of those people took action in less than 1 hour
    17. 17. 36% of social media users need to check Facebook at least once a day
    18. 18. 15 Million Phone Apps are Downloaded Every Day!
    19. 19. The Average Facebook User has 245 Friends
    20. 20. 50% of social media users check Facebook and Twitter first thing in the morning
    21. 21. 48% of Facebook fans are “very likely” to recommend a product or service to family and friends
    22. 22. 16-18% of a shop’s Facebook posts are actually seen by shop’s FB “friends”
    23. 23. By 2013 Mobile Web is predicted to take over desktop Internet usage
    24. 24. 47% of offline purchases start with online research and comparison shopping
    25. 25. 44% of U.S. based internet users performed local searches in the last year looking for a local business.
    26. 26. The Typical Smart Phone User Looks at their Smart Phone 150 times per day
    27. 27. What is the Average Age of the users of… Twitter ? Facebook ? LinkedIn ? Total: ?
    28. 28. TRUE!
    29. 29. FALSE! $118.00
    30. 30. TRUE!
    31. 31. TRUE!
    32. 32. False! Less Than 5%
    33. 33. TRUE!
    34. 34. TRUE!
    35. 35. TRUE!
    36. 36. FALSE 56%
    37. 37. FALSE! 46 Million on Apple Alone
    38. 38. TRUE
    39. 39. TRUE!
    40. 40. FALSE 68%
    41. 41. TRUE!
    42. 42. TRUE!
    43. 43. FALSE 67%
    44. 44. FALSE 84% 35-54 Years Old
    45. 45. TRUE!
    46. 46. Twitter Facebook LinkedIn Total Pindomblog 9/12/12 37 40 44 121
    47. 47. Does Digital Marketing Work for Small Business?
    48. 48. Marketing…The End Game is Still the Same…BUT…… Know Like Trust
    49. 49. Marketing Should be a Systemized Process……. Know Like Trust Try Buy Repeat Refer • On-Line Articles, Videos, Blog • PPC Ads • Referrals, Social Media • Web site, Facebook Page, Twitter, etc.. • Reception, Building, ETC… • E-Newsletter • Search, expert content ,Social Media • Insurance, Dealer, Local Business referral • On-Line Reviews, Ratings, Yelp, Your Site, ETC • Introductory Promotions • Freebies • Educational clinics • Service team • New customer kit • Finance/delivery • Post repair survey • Non-Collision Repair Services • Customer Follow Up Communications and Offers • Results reviews • Strategic Partner intros • Peer Comparisons and Track All Marketing Results
    50. 50. “Old School” Marketing VS Digital Marketing • “Old School” (The 4 P’s) – Product – Price – Placement – Promotion • Digital Marketing (The 4 C’s) – Content – Context – Connection – Community
    51. 51. What is Digital Marketing? The practice of getting consumers and strategic relationships to KNOW, LIKE, TRUST, TRY, BUY, REPEAT AND REFER your business using digital tools, technologies and techniques and having the ability to produce measurable results……..
    52. 52. Why is Digital Marketing Critically Important to Auto Body Shops?
    53. 53. Why is Digital Marketing Critically Important? • 85% of the population are Internet Users • 79% of the adult population uses email • 97% of consumers do an Internet search prior to purchasing a LOCAL product or service • 300 million people can send and receive a text message • Over 67% of population use Social Media • More than 50% of population have a smart phone with the forecast of 75% by the year 2016
    54. 54. Why is Digital marketing Critically Important?
    55. 55. Why is Digital Marketing Critically Important? • 85% of the population are Internet Users • 79% of the adult population uses email • 83% of consumers do an Internet search prior to purchasing a product or service • 300 million people can send and receive a text message • Over 67% of population use Social Media • More than 50% of population have a smart phone with the forecast of 75% by the year 2016
    56. 56. Why is Digital Marketing Critical for Success In Today’s Market Place? • There are 112,000,000 Gen X and Y that grew up in a “digital world” • More than 40,000,000 Baby Boomers are active Internet, Email, Text and Social Media users • There are more than 10,000,000 “Seniors” that are active Internet users
    57. 57. Is Print Doomed?
    58. 58. How Can Digital Marketing & Retention Activities Help an Auto Body Shop Capture More Cars, Customers, Revenue and Profit? • • • • • • • • • • Unsold Estimate Follow Up Increased Referrals and Retention Increased CSI Ratings and Reductions in CSI Expense Increased Sales of non-Collision Products and Services Agent Marketing Strategic Partner Introductions Increased Closing Ratios More and Better Access to Gen X and Gen Y More and Better Access to Smart Phone Users More, Better and Direct Access to Consumers When They Need/Want Your Service and Expertise
    59. 59. Who is a Shop’s Digital Marketing & Retention Target? Digital Consumer: A A “Digital Consumer” is an individual that uses smart phones, text messaging, email, Face Book, My Space, LinkedIn, Twitter, Google, You Tube, and other digital and/or social media technologies to… a) perform their jobs, b) communicate with business associates, friends and family, or c) educate and entertain themselves.
    60. 60. 13 Digital Marketing Tools Your Shop Should Use to Capture More Customers, Revenue and Profit 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Your web presence Content management and sharing platform On-Line advertising - PPC A powerful CRM/BRM system An email marketing and retention platform A text based marketing and retention system An automated unsold estimate follow up and sales system 24/7 connectivity to consumers smart phones Social media tools and techniques Validated customer reviews and ratings Digital ads, promotions and e-coupons A customer loyalty and retention system Reputation management system
    61. 61. Your Web Presence
    62. 62. Your Website • • • • • • • • • • • • #1 Reason to build your website is to be found! Your shop‟s website is your on-line/digital lobby 5-15 Seconds Call to Action Include videos Include sign up area for car care tips newsletter (capture email address and mobile #’s) Utilize QR Codes on any surface to draw consumers to your site Include reviews and ratings Include digital ads, promotions and coupons Create a Blog Incorporate Google Analytics You MUST have a Mobile site strategy
    63. 63. DOES YOUR SITE LOOK LIKE THIS?
    64. 64. How Do They Contact You?
    65. 65. What is Your Call To Action
    66. 66. Use of Videos
    67. 67. Customer Reviews
    68. 68. Special Promotion
    69. 69. HOW DOES YOUR WEBSITE STACK UP?
    70. 70. Website Design and Development Options • Thousands of Local Companies • Summit eMarketing Sherpas • Optima Automotive • Collision Builders • Auto Body Guru • Others
    71. 71. Find and Build a Content Platform
    72. 72. What Types of Content Can Be Shared? • • • • • • • • • • • • Text Photos Videos Audio Information Experience Conversations Presentations White Papers Websites Social Media Sites Emails • • • • • • • • • • • • Text Messages Webinars Blogs Anything Infographics Interviews Articles Reviews How to’s Lists Links Spam
    73. 73. Why is Content Important • • • • • • • You and your shop positioned as experts Digital solution for Know, Like and Trust! Gives you an opportunity to stay in touch and in front of your customers without it always being about asking them to buy something Keeps your business ―top of mind‖ Great content is the first step for a sale Create relationships Good Content = Good Web Placement (SEO/Search)
    74. 74. Content & Content Creation Content Tools • • • • • • • Summit eMarketPlace Hootsuite Twitterfeed RSS Feeds Feedly AllTop PaperLi
    75. 75. Search Engine Optimization Search Engine Optimization Is Your Website Invisible?
    76. 76. Search Engine Optimization • More site traffic = more customers! • Your competitors are doing it, or will • 32.5% of people click on the #1 search result • Compare to 2.4% for the #10 result • Not on page 1? You’re invisible… SORRY
    77. 77. Search Engine Optimization
    78. 78. Your Web Site(s) Search Engine Optimization • Search Engine Optimization: – Optimizing your site to get to the top of Google and other search engines, or as close to the top as possible, in order to increase traffic the site receives from search engines – SEO is the process of taking a page built by people and making it easily consumable for other people AND search engine robots
    79. 79. Search Engine Optimization Content Is King! “Keyword… YOUR TOWN” Title Tags Age of URL Videos Blog Backlinks
    80. 80. Keywords (General)
    81. 81. Keywords (Dallas)
    82. 82. Keywords (Dallas)
    83. 83. Title Tags • • • • • The title tag can only be 70 characters long (that’s all the search engine will even look at) The first words are given most importance The first words need to be “auto body” Title tags should also be unique to every page No extra words
    84. 84. • Primary Keywords should appear: – In page title – In page headers – In navigation links – In bold text – In web address and file names SEO Site Structure Can you guess what this company is selling? © Optima Worldwide Limited 2012
    85. 85. Search Engine Optimization Duplicate Content Can Hurt Your Rankings or Get Your Site Blacklisted This is a BIG issue for many Shops
    86. 86. Search Engine Optimization SEO – Black Hat? • What is ―Black Hat SEO?‖ – Anything that artificially boosts your position – ―Cheating the system‖ – Anything that can get you banned from Google if caught
    87. 87. Black Hat SEO
    88. 88. Black Hat SEO
    89. 89. Does SEO Work?
    90. 90. Search Engine Optimization
    91. 91. Search Engine Optimization May „11 Jun '10 May '10 Jun '09 Search Engine Traffic 2,186 1575 1353 1106 Bounce Rate (Lower = Better) 39% 29% 29% 71% Pages/Visit Avg Time on Site 2.79 127 3.5 121 3.6 119 1.9 51 % of Pageviews Home Page (Lower = Better) 29% 27% 28% 53% "Estimate" Page Visits 509 363 345 223 Stat
    92. 92. Social & SEO…. The news for anyone thinking about SEO is summed by this statement from Google – ―. . .relevance isn’t just about pages—it’s also about relationships.‖ Google has officially moved from playing with social search to altering the SEO landscape with it.
    93. 93. Search Engine Optimization Changes to a website take 6090 days for search engines to fully recognize
    94. 94. SEO Companies, Tools and Platforms • • • • • • • • • • Summit eMarketing Sherpas Optima Automotive Collision Builder Thousands of Local Companies Wordtracker Google Keyword Tool RankChecker Hubspot Hubshout Companies outside the US
    95. 95. HOW DO YOUR SITES PERFORM?
    96. 96. Your Web Site(s)Per Pay • SEM: Search Engine Marketing – Paying Google to place your ad at the top of search results – Costs $1.00 - $8.00+ per click, depending on competition – Generates traffic today – Excellent way to supplement an SEO campaign – We write ad copy, measure conversion rates, optimize landing pages Click
    97. 97. Your Web Site(s)Per Pay • • • • • • Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites…. Advertisers pay when an their ad is clicked Advertisers typically ―bid‖ on keyword phrases relevant to their target markets Some sites charge a fixed price per click PPC display ads are shown on sites or search engines that show related content PPC is different then CPM (cost per 1000) s Click
    98. 98. Your Web Site(s)Per Pay • SEM: Search Engine Marketing – Paying Google to place your ad at the top of search results – Costs $1.00 - $8.00+ per click, depending on competition – Generates traffic today – Excellent way to supplement an SEO campaign – We write ad copy, measure conversion rates, optimize landing pages Click
    99. 99. Keywords (Dallas)
    100. 100. 81.22% 10.00% 5.31%
    101. 101. Your Web Site(s) Winning the Local Search Game • 90% of online commercial searches result in offline bricks and mortar purchases (comScore) • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore) • 74% of internet users perform local searches (Kelsey Group) • 61% of local searches result in purchases (TMP/comScore) • 54% of Americans have substituted the internet and local search for phone books (comScore) • 35% of all searches are local (DM News)
    102. 102. Your Web Site(s) Winning the Local Search Game • Geo Based Content • Community Resources • Local Contributors • Local Landing Pages
    103. 103. Your Webthe Local Site(s) Winning Get Listed • • • • • • Data Compilers Memberships Getlisted.org InfoUSA Localeze Universal Business Listings Search Game
    104. 104. 4.2
    105. 105. $500.00 $1000.00
    106. 106. Utilize a Powerful CRM/BRM System Yr, Make, Model
    107. 107. Why Use a Powerful CRM/BRM System $2,000,000 870 7 Years
    108. 108. Why Use a Powerful CRM/BRM System $500.00 870 $435,000.00
    109. 109. Why Use a Powerful CRM/BRM System $435,000.00 7 Years $3,045,000.00 75/25 $761,250.00
    110. 110. Why Use a Powerful CRM/BRM System 67% 23% 50% 43%
    111. 111. What Can/Should a CRM/BRM System Do For Your Shop? • Integrate with industry platforms • Track and manage all communications, activities, etc • To Do’s • Images, videos, other files • Access to social media accounts • Automated and scheduled email and text message marketing communication • Special promotions, digital ads and ecoupons • Integrated CSI, survey, reviews and reporting
    112. 112. BRM/BRM System Options • • • • • • • • • • Summit eMarketPlace Salesforce.com ACT Goldmine Outlook Contact Manager Zoho InfusionSoft Batchbook AddressTwo Many others…
    113. 113. What Type of Emails Should You Send? • Emails to Unsold Estimates or Repair Quotes • Thank You Emails with Integrated Customer Surveys • 30 Day After the Repair Follow Up • Special Offer Emails • How to Emails • Auto Reply Emails • New Service Offering Emails
    114. 114. What Type of Emails Should You Send? • • • • • • • • • • Quarterly Newsletters Co-Marketing Emails Internal Communications Directed Emails: Confirmation Emails: Event Invitations: Social Media Emails Holiday Emails Seasonal Emails Use Your Imagination
    115. 115. Email Marketing and Communication • • • • According to Stan Rapp, the father of direct email marketing, an email address is worth $118.00 to a business According the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2011. Email is typically read at the recipients convenience More than 80% of consumers prefer to be marketed to via email. – – • • 15% via Facebook 3% via Twitter Email is still the most powerful and productive digital marketing tool! Best tool for marketing, communication, education, newsletters, special promos, etc
    116. 116. What Type of Emails Should You Send? • Emails to Unsold Estimates or Repair Quotes • Thank You Emails with Integrated Customer Surveys • 30 Day After the Repair Follow Up • Special Offer Emails • How to Emails • New Service Offering Emails
    117. 117. What Type of Emails Should You Send? • • • • • • • • Quarterly Newsletters Co-Marketing Emails Confirmation Emails: Event Invitations: Social Media Emails Holiday Emails Seasonal Emails Use Your Imagination
    118. 118. Email System Options • • • • • • • • • • Summit eMarketPlace Constant Contact iContact Aweber Benchmark Pinpointe Get Response Mail Chimp Vertical Response Many others
    119. 119. What is Mobile Marketing? • • • • • • • • Cell Phones Smart Phones Tablets Other Mobile Devices SMS Apps Location Based (GPS) Mobile Advertising
    120. 120. Mobile/Text Message Marketing and Communications • • • • • • • • Compliments Tatango 2011 • There are 300 MILLION mobile phones in North America that can send/receive a text message 98% of consumers read their texts in 3 minutes or less!!! New and Novel Less intrusive than phone calls More effective than email Creates a “buzz” SMS/Text marketing has a 7-10% response rate Mobile number should be required during vehicle check in process Ideally used for vehicle status , important communication, special promotions and pricing
    121. 121. Text Messaging System Options • • • • • • • • • Summit eMarketPlace CCC Update Plus AutoWatch Trumpia EzTexting Message Media Btwext Phizzle SMS Platform
    122. 122. Smart Phone Marketing
    123. 123. How Often Do Users Search for These Types of Businesses?
    124. 124. Are Apps Important?
    125. 125. Stay Connected to Smart Phones • More than 140 MILLION smart phones in use in North America – • • • • By 2016 there will be more than 200 MILLION The smart phone is considered the 3rd screen (#1 TV, #2 PC)…Will soon be #1 The smartphone is rapidly becoming a second computer, or for younger folks, their primary computer Most consumers would prefer to forget their wallet/purse instead of their mobile phone All businesses need to “own” real estate on consumer’s mobile phones
    126. 126. Consumers can view and share status, images, videos and notes on their favorite social media sites!!! Consumers can contact your shop via email, text, phone, or your website Consumers can request an appointment
    127. 127. Shop‟s can even get their own company branded apps… (Optional) Consumers can get up to date live traffic updates Consumers can enter and store insurance, agent, policy and vehicle information Consumers can contact your shop via email, text, phone, or your website Consumers can complete and email or text accident reports Consumers have access to local towing companies and rental car offices
    128. 128. SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
    129. 129. Social Media Usage • • • • • • • • • • • • Facebook, Twitter, YouTube, LinkedIn & Google+ Become your on-line community claims, repair expert Pre-write and schedule future posts Include fun and interesting images and videos Use hyper-targeted ads Use location based advanced search Reputation and Opportunity Management Offer vehicle status via Facebook and Twitter Post customer reviews and ratings to your Facebook page Install a “specials” app on your Facebook page Post special promos, ads, and e-coupons to your Facebook page Contests, etc…
    130. 130. Development of Content
    131. 131. Setting Up Your Accounts For Success… Twitter
    132. 132. Setting Up Your Accounts For Success… Twitter
    133. 133. Google+
    134. 134. • Google+ is similar Facebook, and a bit like Twitter • The look and feel of Google+ is lot like Facebook’s, which is Google main target with this offering • Follow people and businesses who interest you, whether they follow you back or not • Groups are divided into ―Circles‖, as in a circle of friends, family, businesses • Much like Facebook’s News Feed, updates from people you follow show up in a stream of posts
    135. 135. Google+ Benefits For Business • Enhanced awareness on Google of your presence online IF you provide quality content, thus potentially boosted search rankings • Get +1’d! The more you get the more Google pays attention to you. • Websites that use the +1 button get 3 ½ times the Google+ visits • Use social sharing buttons on your site, this is a great way for visitors to share your content on other social media sites
    136. 136. • • • • • Business to Business Recruiting Agents Fleets Companies • • • Personal Profile Company Profile Groups
    137. 137. • • • • Keep In Front Of People- Fewer users, fewer status updates means that what actually is posted is more meaningful. Sync Up- Sync your LinkedIn and Twitter accounts Make Mutual Referrals- Work with other vendors in town and mutually refer people to each other Become part of and participate in Groups
    138. 138. • Search To Build Your Network- Find associations, vendors, insurance agents, towing companies, etc.
    139. 139. • Step 1: “Listen” First…. • Step 2: What are your shop’s goals and objectives with social media? – Branding, Image, Sales, Revenue… • • • • Step 2A: Content, Content, Content Step 3: Get everyone involved! Step 4: Stay involved! Step 5: Enjoy being ―social‖
    140. 140. Securing Fans/Followers • Make up a flyer that is included in your paperwork upon delivery of the vehicle, create QR codes
    141. 141. Social Media Marketing Companies and Platforms • • • • • • • • • • • • Thousands of Local Businesses Summit eMarketPlace Summit eMarketing Sherpas Optima Automotive Hootsuite Twitterfeed SproutSocial Oktopost Hupspot Hubshout North Social Wildfire
    142. 142. Capture and Utilize Customer Reviews and Ratings • 82% of consumers would select a repair facility based on customer reviews and ratings – Phone based surveys soon will be extinct – Reputation management is important – Incorporate reviews on your website – “Coach” customers during delivery process on importance of providing feedback and comments
    143. 143. THE MOST POWERFUL CUSTOMER SURVEY EVER!!! • • • • • • What made you decide to have your car repaired at our business? What one thing do you think we do better than other companies you do business with? What is the one thing we can do differently to create a better experience for you? Will you refer us to friends and family? If so why? What words would you use to “Google Us”? What service would you like us to add to make your auto repair experience more convenient?
    144. 144. Customer Reviews and Ratings Companies and Platforms • • • • • • • • • • • • Summit eMarketPlace AutoChecx Ten Point Complete CynCast Fix Auto CCC UpdatePlus Autowatch Auto Body Review Sure Critic Yelp Google+ Many others
    145. 145. E-Ads, Promotions and Coupon Platform • • • • • • • • E-Ads, Promotions and e-Coupons are Extremely Popular with Consumers Groupon, Living Social and many others are “training” consumers Create, manage, track and report on eAdvertisements, Promotions and Coupons Email or Text e-Ads, Promotions and Coupons via a link or use HTML Post e-Ads, Promotions and Coupons to your shop’s website or Facebook page Add a “Specials” app to your shop’s Facebook page Create your own coupons Immediate Ad and Promotion performance measurements!
    146. 146. E-Ads, Promotions and Coupon Platforms • • • • • Summit eMarketPlace Groupon Living Social Coupons.com Many others
    147. 147. Your Shop’s Reputation May be Getting Damaged and You Don’t Know About it…
    148. 148. Reputation Management Platforms • • • • • • • • • • Summit eMarketPlace Google Alerts Reputation.com Vendasta.com Trackur.com Brandseye.com Placescout Repguardian.com Alterian Reputationdefender.com
    149. 149. How Much Time and $$$ Should a Shop Spend on Digital Marketing?
    150. 150. How Much Time and $$$ Should a Shop Spend on Digital Marketing? To catch ―big‖ fish you have to ―go fishing‖ where the ―big‖ fish hang out…. We Believe Most Shops Should Focus 70% of Their Effort and 70% of Their Overall Marketing/ Advertising Budget on Digital Marketing
    151. 151. WHO SHOULD “DO” THE DIGITAL MARKETING IN YOUR BUSINESS?
    152. 152. Do It Yourself Digital Marketing
    153. 153. Who in your organization has the following knowledge, skills and time.. …Content creation …Knows and understands Wordpress and html …Graphic design …Search engine optimization …Social media for business (not how to post to friends) …DOES YOUR SHOP HAVE A SOCIAL MEDIA POLICY????? …Email and text marketing system …Mobile marketing (phone apps) …Mobile marketing (mobile website) …Local competition …Planning …Local PR connections …Sales, marketing and referral processes
    154. 154. HIRE YOUR WEAKNESS
    155. 155. CREATING A SUCCESSFUL DIGITAL MARKETING PLAN AND PROCESSES
    156. 156. Important Digital Marketing and Retention Strategies and Processes • Company Marketing, Revenue and Profit Objectives • Your Company SWOT • Your Company Vision • Ideal Customer Description • Your Company’s Talking Logo
    157. 157. Important Digital Marketing and Retention Strategies and Processes • Your Company Case Statement • What Makes Your Company Different • Your Company’s Brand and Identity • Your Story • Your Product and Service Offerings • Your Process
    158. 158. Important Digital Marketing and Retention Strategies and Processes • Are You Committed to Marketing Your Business? – MUST Invest .5 – 5% of Gross Revenues – 10-30 Minutes Per Day – Are You Prepared to Hire Your Weakness?
    159. 159. 5 Marketing Mistakes Most Auto Body and Repair Shops Make 1. Not creating and using a marketing plan 2. Not differentiating their business from the competition 3. Not having a systematic referral generating system 4. Not communicating and marketing to your current customers 5. Not understanding you are in the business of marketing your company and services
    160. 160. What is the Potential ROI?
    161. 161. What is the Potential ROI?
    162. 162. What is YOUR Shop’s Potential ROI?
    163. 163. What Happens if Your Shop Does Not Implement Digital Marketing ? • • • • • • • Tomorrow – MAYBE NOTHING Miss access to fastest growing demographic in North America and “best” shop customers Become more dependent on DRP relationships Lose more control of your business Lose customers to competition, other DRP programs, natural losses Experience more and more erratic revenue spikes and drops Miss additional revenue and profit opportunities
    164. 164. 13 Digital Marketing Tools Your Shop Should Use to Capture More Customers, Revenue and Profit 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Your web presence Content management and sharing platform On-Line advertising - PPC A powerful CRM/BRM system An email marketing and retention platform A text based marketing and retention system An automated unsold estimate follow up and sales system 24/7 connectivity to consumers smart phones Social media tools and techniques Validated customer reviews and ratings Digital ads, promotions and e-coupons A customer loyalty and retention system Reputation management system
    165. 165. What is e-MarketPlace? • A web, mobile and social media based sales, marketing, communications, productivity and customer retention platform
    166. 166. Where Does e-MarketPlace “Fit” in a Collision Repair Business? Click to edit Master title style Estimating Systems Shop Management Accounting Software Sales, Marketing, Communication and Customer Retention
    167. 167. How Does eMarketPlace Deliver on Its Promise of More Customers, Revenue & Profit? • • • • • Improves Sales and Closing Opportunities Increases Sales of Additional Products and Services Increases Customer Referrals Reduces, Eliminates CSI Expenses Improves Office Personnel Productivity Other Benefits • • • • • • Improves Communications Improves Social Media Presence and Performance Improves Agent, Insurer, Dealer, Fleet and other B2B Communications Improves Access to Gen X, Y and Mobile Users Improves Scheduling Options Automatically Creates Valuable Business Asset
    168. 168. What Does e-MarketPlace Do? Click to edit Master title style
    169. 169. Automated Interface with Industry Platforms Builds Click to edit Master title style a Valuable Business Asset..A CRM System
    170. 170. Use the eMarketPlace Automated Unsold Estimate Follow Up and Sales System to Improve Your Shop‟s Sales Opportunities Click to edit Master title style
    171. 171. Automated Unsold Estimate Follow Up and Sales Click to edit Master title style System Unsold Estimate Text Message Unsold Estimate Email
    172. 172. Use Our Email, Text, Facebook and Web Based Digital Ads, Promos and eCouponing Platform to Generate Additional Sales and Profit and Keep Consumers Coming Back to Your Shop! Click to edit Master title style
    173. 173. We Turn Your Estimating Platform into a CRM System and Your Boring Email System into a Powerful Sales, Marketing and Branding Tool! Click to edit Master title style
    174. 174. Stop Paying $3.00 Per Call to Piss Off Your Customers!!!! Use Our Integrated CSI, Reviews, Ratings and Reporting System Click to edit Master title style
    175. 175. Let Your Office Staff Go Mobile! Click to edit Master title style
    176. 176. Improve Consumer, Insurer, Agent, Dealer, Fleet and Other B2B Marketing and Communications with the Industry‟s First and Only CRM Platform Click to edit Master title style
    177. 177. Protect Your Company‟s On-Line Reputation with Click Reputation Management Platform to edit Master title style our
    178. 178. Utilize 125+ Templates in Our 2-Way Email & Text Message Marketing and Communication Platform
    179. 179. We Turn Your Customer‟s Smart Phones into Powerful Click to edit Master title style Sales, Marketing, Branding and Communication Tools
    180. 180. We Turn Your Customer and Website into Your Shop‟s Best Social Media Marketers!
    181. 181. Make it Easier for Consumers to Request Appointments with the eMarketPlace Appointment App for your Shop‟s Facebook Page, Website and Mobile App Click to edit Master title style
    182. 182. Track Your Shop‟s Salesstyle Marketing and Click to edit Master title Success with More than 35 KPI‟s
    183. 183. Track Your Shop‟s Salesstyle Marketing and Click to edit Master title Success with More than 35 KPI‟s
    184. 184. Generate More RO‟s and $$$$ Click to edit Master title style
    185. 185. How Much? Less than $1.50 Per Customer Where else can you receive a 800% ROI?
    186. 186. My Three Digital Marketing To Do‟s To Reach an Additional $50,000 - $300,000 Annually

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