The 4 Key Ingredients to Healthy

Online Advertising

Joe Webb

President

DealerKnows Consulting

Becky Ross

Marketing Manager

(303) 228-8753

bross@kpaonline.com

Moderator

Joe Webb

DealerKnows Consulting

(847) 456-5130

joe@dealerknows.com

Presenter

The Four Basic Food Groups

Who is Joe Webb?

The Four Basic Food Groups.

≠

DealerKnows: Proper Nutrition

The Fifth Food Group.

Yum!

DealerKnows: Proper Nutrition

=

The four basic food groups of digital marketing:

DealerKnows: Proper Nutrition

Websites

CRM

Lead Acquition

Branding, Advertising,

• and Merchandising

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The four basic food groups of digital marketing:

DealerKnows: Proper Nutrition

Like grains, websites provide energy.

Attractive

Functional

One click away

DealerKnows: Websites

Live chat

Trade evaluation tools

Credit application tools

Quick quote

Make an offer

The fixin’s: All about conversion.

DealerKnows: Websites

Quick Quote

What goes above the fold?

DealerKnows: Websites

Hot buttons.

New Inventory

Used Inventory

New Car Incentives

Used Car Specials

Hours/Directions/Contact

DealerKnows: Websites

More hot buttons.

Get Pre-approved

Trade-in Info

Schedule Service

Value Proposition

Brand / Logo

DealerKnows: Websites

DealerKnows: Websites

Have a side of search (and corn).

DealerKnows: Search

On-Site Search Engine Optimization.

Leave it to the

pros

DealerKnows: Search

Off-Site Search Engine Optimization.

Best done by a

link-building

company, but

can be done

in-house.

DealerKnows: Search

It’s YOUR fridge.

Every Car Listed

Cars.com

Autotrader

DealerRater

AutoDealerBase

CarLocate

YellowPages.com

DealerKnows: Search

A side of rice.

SEO vs. SEM

17 vs. 1000

Quick Boost vs. Quick Boost

$36.4 Billion spent on Google Adwords in 2011 according to Wordstream

DealerKnows: Search

SEO, SEM, OMG...

DealerKnows: Search

Eat on the go.

By 2014, mobile Internet usage will exceed

desktop Internet usage. Sorry, desktops.

DealerKnows: Search

Multiple strategies.

New

Service

Used

DealerKnows: Search

Your website can be like Bally’s.

Retargeting / Remarketing

DealerKnows: Search

A CRM provides strength.

It does the

dealership

good.

DealerKnows: CRMs

What your CRM should be doing for you:

Automate Process

By event, lead type

• source, salesperson

Processes for pre-sale,

• post-sale,lease retention,

• lost

Schedule activities based

• on different time

• methodology

DealerKnows: CRMs

What your CRM should be doing for you:

Integrate with Inventory,

DMS, Desking

Custom reporting /

Custom dashboards

Alerts when emails

arrive/open/read/responde

d-to

DealerKnows: CRMs

What your CRM should also be doing for you:

Enterprise level access

and dashboards

Enterprise level lead

bucket views for BDC

Automatically push

duplicates

Mobile ready

Save all iterations

Equity / lifetime value of

customers

DealerKnows: CRMs

Who churns the CRM?

DealerKnows: CRMs

Driven by Sales

Management.

Supported by

staff.

DealerKnows: CRMs

Leads provide energy.

DealerKnows: Lead Acquisition

Lead Providers = Protein DealerKnows: Lead Acquisition

Be your own lead provider.

DealerKnows: Lead Acquisition

DealerKnows: Lead Acquisition

Where’s

the beef?

DealerKnows: Lead Acquisition

Inventory listing sites by the numbers:

DealerKnows: Lead Acquisition

Third party lead providers:

DealerKnows: Lead Acquisition

DealerKnows: Lead Acquisition

DealerKnows: Marketing

Branding,

Advertising, and.

Merchandising

provide stamina.

Eat your fruits and veggies.

DealerKnows: Marketing

Display, traditional, and inventory marketing:

DealerKnows: Marketing

DealerKnows: Marketing

The price is right.

DealerKnows: Marketing

Step on the scale.

Starving Healthy Stuffed

OEM Website (OEM controlled on-site SEO)

Website (including mobile) - SEO (both)

- SEM

- Conversion tools

Multiple websites

Retargeting, Landing pages, video

pages, mobile apps, pop-ups, Off-

site overkill, big budget PPC

Server-based CRM or

disconnected CRM and ILM

Fully integrated

CRM

Fully integrated CRM (without buy-in, utilization, and

training)

Organic and OEM (unless you rock)

Organic, OEM, and

Inventory leads

Multiple 3rd party leads

and subscription

services

- Do it all yourself pics

- Overvaluing a handshake

- Used Car Manager uses gut

- Efficient merchandising

- Value Proposition of

value

- Priced accordingly

- Outsourcing inventory

- Massive Advertising Expenditures

- Paying to be the only one

Eat a sandwich already Balanced Diet Put down the fork

DealerKnows: Marketing

Thanks.

Joe Webb Founder and President

847-456-5130

joe@dealerknows.com

facebook: /dealerknows

twitter: @zonewebb

DealerKnows Consulting

DealerKnows.com

VirtualDealerTraining.com

TaskTeacher.com

Got a Question? Ask our Expert!

Contact Information

www.kpaonline.com

Becky Ross

bross@kpaonline.com

866-356-1735