Don Graff Inbound marketing workshop


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Don Graff Automotive's Inbound cross-functional Marketing services take your dealerships Internet, Business Development and new social media exposure to higher levels. Executing your dealerships plan making your brand more profitable is the Don Graff Automotive mission. Don Graff Automotive creates a customized solution drawn from careful analysis of your needs. We build a comprehensive plan for implementation, and assist in the execution.

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  • Inbound Marketing – Ger Found On Line - We will cover how to Create, Optimize, Promote & Convert.
  • Market is changing: last 50 years spent Millions in Advertising to dominate. For the next 50 years the market will be dominated by companies that you have never seen an advertisement for!
  • Technology has made it harder to get your message out. TV, Shows are tapped and watched later, fast forwarding past commercials. RADIO, Ipod and SATELLITE RADIO NO COMMERCIALS. NEWSPAPER, RSS feeds send you articles on subjects you’re interested in. TELEPHONE, Caller ID, ignore the salesperson, MASS MAILINGS, junk mail environmental taboo. EMAIL, does it get past the spam blocker, does it ever get opened.
  • These are the sources for the new millennium: Google, Social Media and Blogs.
  • What are you paying now to get people in the showroom: $400 $500 $700? With Inbound Marketing you can reduce that expense by 60%!
  • This is a Word Cloud-bigger words more relevant: The Best things from 2009
  • The worst things
  • With Inbound Marketing, the playing field is even. The smaller 1 or 2 point dealer organization has as much clout on line as the multi point dealers does.
  • So what would you rather do? Throw big money at advertising or use your brains and create loyal customers for a fraction of the cost!
  • Some questions to ask yourself?
  • Do I have a Facebook Page, a Facebook Fan Page? Am I and my managers on Linked In or Twitter? How about Foursquare?
  • You may have a blog a facebook or a youtube channel – but it is the content share worthy or are you just running ads?
  • Keywords & Links. Gotta have em! If not, your website is a billboard in the dessert
  • What do we measure-views & visits or contacts? The answer: ALL OF THEM
  • The challenge-Test box flash
  • The Answer-become an influencer
  • We are going to illlustrate the roadmap of inbound marketing.
  • Blog-tips for auto buying, inexpensive service Videos there are two reasons one is to boost search and the other is to viral videos that will be shared. We can share photos Presentations-how to use your nav system or eBooks – How to shop online for the deal, Auto financing 101 New Releases-great for search.
  • You can link to these sharing sites through our portal…
  • Don’t be fooled folks that a blog is not important.
  • The news is that blogging creates more indexed pages. The more pages you have indexed the faster you will be found on line.
  • And…You will get more links which the search engines love.
  • Blogging attracts more visitors with questions that they would like answered.
  • The big question I hear is -How often do I need to blog. There are two answers Weekly for the search engines and multiple for your followers. The Bottom line is the more the better.
  • You saw in the earlier slide that compaies are bloggin more often…here’s why.
  • Get involved & get others involved. You need to read and comment on other blogs and utilize those ideas to write for your own blog.
  • Don’t use the pre-packaged blog sites, they do not increase your SEO. Set up your own and have it work for you.
  • Worksheet-get it from our website. Ideas about your brand or store. You had a customer come in and they had a great experience, better yet, take a video testimonial for your blog. Your service department is a great place to get questions to answer. We talked about commenting on other blogs. Take a press release and create an article from it, maybe something about the importance of being ASE certified for auto repair as an example.
  • Anyone here ever see the Seinfeld episode featuring the Soup Nazi? Well Google is the Rank Nazi! No Content - No Rank for you…
  • Ranking Algorithm determines what is relevant to the subject and what it’s ranking value is. The more you use (video, content, pictures) the higher you will be ranked.
  • Content needs to be consistent with Header. This example is doing it all on one page.
  • Trying to measure all that can be overwhelming. Many folks probably are familiar Google Analytics but this is Google on steroids. It will give you a comprehensive evaluation of your site in an instant.
  • If you look at this illustration what do you see? Well have a room of people gathered for the same purpose. Car buyers maybe. Then you will see smaller groups. New car and used car buyers, brands and models, the list goes on. What is your strategy at this party, how are you going to interact with all these people?
  • You are going to go around and introduce your self to people. You are going to find out what the needs are and satisfy the need by asking and answering the questions. Whats great about socail networking is it has no boundaries and others can listen easily.
  • But you cannot go to the party without an invitation. Keywords are the way to be found and invited in.
  • This is a twitter search but it applies FaceBook as well. Social Media is becoming a larger part of Search Engine strategies. How many of you have a facebook page? You need to address the “dealership” and “Service” search terms in your Social Media posts…Don’t just blast inventory.
  • The biggest bore at the party is also the worst networker…It’s not about you ever. Do you want to impress some one? Ask them questions about themselves, answer their questions, solve their problems and get THEIR Business!!
  • If people like you, and believe in you, they will buy from you. If your content has value they will link and share it. Here is an interesting experiment.
  • Again the difference between thinking like a marketer and not Socializer. Safety Ratings, Hybrids, How to spend less on Gasoline etc.
  • The trick is to be everywhere… It is easy, if you know how!
  • The grand finale All the hard work now brings you customers that are ready to buy from you.
  • These are the places you need to be. Already there? But are you using them correctly?
  • What do we measure? Everything!
  • We all know the importance of the first page, but what were they looking for and how likely are they to buy something?
  • Once you know what they are looking for, create an offer around that need and method of contact fulfillment.
  • Every body here is tuned into the same radio station – WII FM. What’s In It For Me! Guess what, so are your customers, give them something that they are interested in like, information or discounts.
  • Replace with a bad dealer site…Dealer Impact roseville toyota
  • Always start a Call To Action with an action word: Take, View, Buy. Be positive, clear and direct.
  • What if your finance page looked like this-no long form, short form or finance department hours. Would it be more effective than what you are doing now?
  • Some Tips for Call To Action:
  • add sample
  • Add forms
  • Add landing page links…
  • Don Graff Inbound marketing workshop

    1. 1. Inbound Marketing Get Found Online Don Graff Principal, Don Graff Consulting [email_address] <ul><li>Digital Dealer 8 </li></ul><ul><li>April 21, 2010 </li></ul><ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert </li></ul>
    2. 2. Marketing is Changing 1950 - 2000 2000 - 2050
    3. 3. Outbound Marketing
    4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
    5. 5. The Good News… Inbound Marketing : Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon
    6. 6. The Great News… Source: survey of hundreds of businesses:
    7. 7. “ Best Things” from 2009 Source: survey of hundreds of businesses:
    8. 8. “ Worst Things” from 2009 Source: survey of hundreds of businesses:
    9. 9. Inbound Gives Leverage
    10. 10. Budget vs. Brains
    11. 11. Questions to ask yourself...
    12. 12. Am I promoting my content in social media conversations?
    13. 13. Am I regularly creating new share-worthy content?
    14. 14. Am I optimizing my content for search and social media?
    15. 15. Am I converting as many visitors into leads and sales as I can?
    16. 16. Stop thinking like a marketer or advertiser.
    17. 17. Start thinking like a publisher and socializer.
    18. 18. Inbound Marketing Workshop <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert </li></ul>
    19. 19. Publish Everything <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
    20. 20. Publish Everywhere
    21. 21. 46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses:
    22. 22. Create Great Content by Blogging Source: Data from over 1,500 small businesses -
    23. 23. Blogging Attracts More Links Source: Data from over 1,500 small businesses -
    24. 24. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses -
    25. 25. Most Business Blogs Post Weekly Source: survey of hundreds of businesses:
    26. 26. Blogging More Often Drives Results Source: survey of hundreds of businesses:
    27. 27. 3 Keys to Blog Success
    28. 28. Biggest Blogging Mistake <ul><li>“ Free” URL from Blogspot or Wordpress: </li></ul><ul><li>YourBusiness – NO! </li></ul><ul><li>YourBusiness – NO! </li></ul><ul><li>Blog. YourBusiness .com – Yes </li></ul><ul><li>YourBusiness .com/Blog – Yes </li></ul><ul><li>YourIndustryBlog .com – Yes </li></ul>
    29. 29. Blog Topic Ideas <ul><li>List of 5 ideas, trends or thoughts </li></ul><ul><li>Take a recent experience and share it </li></ul><ul><li>Answer questions you received recently </li></ul><ul><li>Comment on other blog articles </li></ul><ul><li>Turn a press release into a blog article </li></ul>
    30. 30. Inbound Marketing Workshop <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert </li></ul>
    31. 31. Google is Judge, Jury and Executioner
    32. 32. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority
    33. 33. On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
    34. 34. SEO Tips from Website Grader Lessons from 2,084,563 websites
    35. 35. Inbound Marketing Workshop <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert </li></ul>
    36. 36. Social Media is the Big Party
    37. 37. Social Media = Cocktail Party <ul><li>Become a real member of the community </li></ul><ul><li>Add value to the community </li></ul><ul><ul><li>Ask and answer questions </li></ul></ul><ul><li>More effective than live cocktail parties </li></ul><ul><ul><li>No boundaries of time or space </li></ul></ul><ul><ul><li>Other people can listen in easily </li></ul></ul>
    38. 38. Build Network - Keyword Search
    39. 39.
    40. 40. It’s NOT About You… Ever
    41. 41. Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic
    42. 42. What Gets Shared? Rarely Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Product documentation </li></ul><ul><li>Company background </li></ul><ul><li>New market data </li></ul><ul><li>Educational content </li></ul><ul><li>Top-notch blog posts </li></ul>MARKETER SOCIALIZER
    43. 43. Create an Engaging Presence <ul><li>Events </li></ul><ul><li>Videos </li></ul><ul><li>Discussions </li></ul><ul><li>Photos </li></ul><ul><li>Blog Articles </li></ul>
    44. 44. Inbound Marketing Workshop <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert </li></ul>
    45. 45. Social Media is for Leads and Sales Source: survey of hundreds of businesses:
    46. 46. Traffic Source Examples <ul><li>Organic search (SEO) </li></ul><ul><li>Pay per click search (PPC) </li></ul><ul><li>Online PR coverage </li></ul><ul><li>Directories </li></ul><ul><li>Advertising </li></ul><ul><li>Email </li></ul>
    47. 47. Mindset of the Web Visitor <ul><li>What page did they visit first? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>How likely are they to buy something? </li></ul>
    48. 48. Conversion Tips Offer + Call to Action <ul><li>Value of offer </li></ul><ul><li>Visual design of CTA </li></ul><ul><li>Text on CTA </li></ul><ul><li>Placement of CTA </li></ul><ul><li>Test & experiment </li></ul>Source of Visitors Contact Forms
    49. 49. Offer – WIIFM? <ul><li>Whitepapers / eBooks </li></ul><ul><li>Research / Studies </li></ul><ul><li>Free Tools </li></ul><ul><li>Trials & Samples </li></ul><ul><li>NOT “Contact Us” </li></ul><ul><li>Value must be greater than the cost… </li></ul>
    50. 50. No Call to Action
    51. 51. Call to Action <ul><li>Starts with verb </li></ul><ul><li>Positive </li></ul><ul><li>Clear </li></ul><ul><li>Direct </li></ul>
    52. 52. Good Homepage Call to Action
    53. 53. Offers and Calls to Action Tips <ul><li>Offers need to have value </li></ul><ul><li>Use CTAs everywhere </li></ul><ul><li>Test to find the best CTA / offer </li></ul><ul><ul><li>Offer, colors, text, size, place </li></ul></ul><ul><li>Make the next step obvious and easy </li></ul>
    54. 54. Conversion Tips Contact Forms <ul><li>Consistent with past steps </li></ul><ul><li>Simple & clear </li></ul><ul><li>Short forms </li></ul><ul><li>Test & experiment </li></ul>Source of Visitors Offer + Call to Action
    55. 55. Limited Navigation
    56. 56. Thank You!!! Don Graff Principal, Don Graff Consulting [email_address] <ul><li> </li></ul>