We all know the internet can be a powerful marketing tool. What isn’t as clear is what’s the most effective way to harness its power. This presentation will delve into emerging trends in digital marketing and simple hacks your dealership can implement to increase not only traffic to your website but also foot traffic through your showroom doors. Key takeaways include: 1. An easy explanation of the complex Digital Marketing Ecosystem 2. What steps your dealership must take to drive traffic and sales opportunities 3. How your online reputation can have a positive or negative impact on your success 4. Strategies for improving your online reputation

1. DIGITAL MARKETING
A how-to guide for effectively harnessing the power of the Internet
—

2. Overview of the digital
marketing landscape
How to convert web traffic
into sales opportunities
Why your online reputation
matters
AGENDA
1
2
3

3. Nico Dato
—
Head of Marketing
Podium
David Kain
—
President
Kain Automotive
PRESENTERS

4. WHAT IS DIGITAL MARKETING?
—

5. Digital marketing is the integrated marketing
services used to attract, engage and convert
customers online.
Lee Odden, CEO, Top Rank1

6. What digital marketing channels should you focus on?2
1 Mobile responsive website
Search marketing
Social media
Online advertising
Email marketing
2
3
4
5

7. - 72 percent of adults in the US own a smartphone3
- Searches on mobile exceed desktop searches4
GO MOBILE
of adults in the US
own a smartphone
-PEW GLOBAL
WWW.PODIUM.CO
72%

8. WHAT’S THE DIFFERENCE?
Organic Search vs. Local Search vs. Paid Search
ORGANIC
SEARCH
LOCAL
SEARCH
PAID
SEARCH
results are
based on
relevance of
search terms
results are
based on
location signals
are ads within
the sponsored
links of search
results5

9. 93% of consumers expect companies to have a social media presence8
40 million small businesses with active Facebook pages7
There are 2 billion active social media users worldwide6
EMBRACE SOCIAL MEDIA

10. Is your ad relevant?
Does your ad communicate value?
Is your ad straightforward?
SECRET TO ONLINE
ADVERTISING
Give the people what they want9
1
2
3

11. - Most people don’t mind emails from
companies they do business with11
- Cost-effective communication channel
- Email still drives leads
EMAIL STILL MATTERS10

12. TURNING BROWSERS INTO BUYERS
—

13. DECISIONCONSIDERATIONAWARENESS
61% of buyers
use online reviews
to learn about
new products.
(Econsultancy)12
80% of consumers
trust online reviews
as much as personal
recommendations.
(BrightLocal)13
68% of buyers
say positive reviews
make them trust a
local business more.
(BrightLocal)14
1 2 3
TYPICAL BUYER PROCESS

14. Increase Exposure
—
By increasing your business’ exposure through marketing tactics, you can acquire
leads and customers at a much lower cost than traditional methods
AWARENESS PHASE1

15. Increase Brand Trust
—
80% of consumers say they trust online reviews as much as personal
recommendations (BrightLocal)
CONSIDERATION PHASE2

16. Differentiation Matters
—
Differentiation boils down to service and customer experience. Once you provide
your customers a positive experience, the next step is to get them to share their
experience
DECISION PHASE3

17. Improve local search ranking
Influence purchase decisions
Build trust and credibility
WHY ONLINE REPUTATION
MATTERS

18. WHY NEGATIVE REVIEWS ARE
HURTING YOUR BUSINESS
—

19. No business is immune to negative reviews,
so how you respond matters.
Only 13% of consumers will consider a business with a
1 to 2 star rating17
Only 1 in 26 customers take the time to complain publicly15
91% of customers won’t give you a second chance if their initial
experience is bad16

20. WHAT SHOULD
YOU DO IF YOU
GET A NEGATIVE
REVIEW?
1. Don’t let emotions get involved
2. Apologize
3. Respond calmly
4. Offer a proactive solution
5. Take conversation offline

21. 1. Transaction is made
2. Review is left
3. You respond to the review
4. Process is altered/improved
CUSTOMER
EXPERIENCE
FEEDBACK LOOP
Transaction +
Review Left
Review
Response
Process
Alteration

22. of consumers won’t even consider a
business with a low rating20
of consumers trust online reviews as
much as personal recommendations19
of consumers say purchase decisions
are influenced by online reviews1890%
80%
HOW REVIEWS
INFLUENCE
PURCHASE
DECISIONS
87%

23. HOW ONLINE REVIEWS
BOOST LOCAL SEO
—

24. 1. RELEVANCE
Does your listing match
what the consumer is
searching for?
2. DISTANCE
How close is your
business to the
searcher?
3. PROMINENCE
Is your business
prominent in the offline
world? Is your business
reviewed regularly?
HOW GOOGLE DETERMINES LOCAL RANKINGS21

25. What is the best way to
improve online reputation?

26. Set the expectation
HOW TO COLLECT MORE ONLINE REVIEWS
Don’t be afraid to ask
Make it easy
Invite via text message
Use an online review management platform

27. Whether sales or service is soliciting a review,
ensure each department has a repeatable
process built into everyday operations.
In fact, many of the most successful businesses
have built “The Ask” into multiple steps of a
customer’s visit.
BUILD “THE ASK” INTO YOUR
PROCESSES

28. SET EXPECTATIONS
1
2
3
When they will receive the invitation
How they will receive the invitation
Why it’s important for them to respond

29. MAKE IT EASY
- Eliminate barriers
- Use familiar online
review sites
- Streamline the process

30. INVITE VIA TEXT
- Text messages have a
99% open rate22
- 90% of all text messages are
opened within 3 minutes23

31. - The average smartphone user checks their
device over 110 times each day25
.
- Daily Mail
- The average person checks their email 15
times each day26
.
- Mashable
- 72% of Americans have a smartphone24
.
- Pew Research
What types of devices do your
customers use most?
Email messages can
have a 23% open rate
compared to 99% via
text message.
www.podium.co
99% 23%27

32. Use an online review management
tool that works best for your business.

33. DS-2016
Discount Code
www.podium.co

34. Sources
1. http://www.toprankblog.com/2014/07/digital-marketing/
2. https://www.act-on.com/blog/2015/08/digital-marketing-7-essential-channels/
3. http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-climb-in-emerging-economies/
4. http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369
5. https://econsultancy.com/blog/63783-what-is-paid-search-ppc-and-why-do-you-need-it/
6. http://wearesocial.com/sg/special-reports/digital-social-mobile-2015
7. https://techcrunch.com/2015/04/29/facebook-40-million/
8. http://www.business2community.com/social-media/4-ways-increase-revenue-social-media-01236612#vSpKyAd7rTFL4Bop.97
9. http://marketingland.com/10-best-practices-digital-ad-breakthrough-165619
10. http://blogs.constantcontact.com/benefits-of-email-marketing/#
11. http://www.marketingsherpa.com/article/chart/how-often-customers-want-promo-emails
12. https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-the/
13. https://www.brightlocal.com/learn/local-consumer-review-survey/
14. See footnote #13
15. http://www.helpscout.net/75-customer-service-facts-quotes-statistics/
16. https://www.helpscout.net/customer-loyalty/
17. https://www.brightlocal.com/learn/local-consumer-review-survey/#judging
18. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-
resolution-38756
19. See footnote #13
20. http://searchengineland.com/87-percent-customers-wont-consider-low-ratings-228607
21. https://support.google.com/business/answer/7091?hl=en
22. http://www.tatango.com/blog/sms-open-rates-exceed-99/
23. http://www.tatango.com/blog/90-of-text-messages-are-read-within-3-minutes/
24. See footnote #3
25. http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times-DAY-6-seconds-
evening.html
26. http://mashable.com/2014/12/12/email-checking-study/
27. http://mailchimp.com/resources/research/email-marketing-benchmarks/

35. Nico Dato
—
Head of Marketing
Podium
David Kain
—
President
Kain Automotive
PRESENTERS