LeasePlan Network Digital Marketing Session 2016

DIGITAL MARKETING WITH

DANNY RICHMAN

MY YEAR IN VEHICLE LEASING

DEMAND IS STRONG

THE CHALLENGES

WWW.SEOTRAININGLONDON.ORG

STRONG COMPETITION

smaller brokers have limited time and resources


IT’S HARD TO GET RELIABLE ADVICE

NUMBER ONE ON GOOGLE YOU SAY?

NO PROBLEMO PARDNER

~20% of broker’s websites have been penalised by Google


MOST LEASING BUSINESS IS NOW DONE ONLINE

however, many brokers are still doing print advertising… on the web

DIGITAL REQUIRES A

DIFFERENT MINDSET

THE CUSTOMER JOURNEY

I have a problem I

need to solve

BLOGSPPC SOCIAL MEDIASEO

BLOGSPPC SOCIAL MEDIASEO

How can I find the best

supplier?

How can I get the most from my purchase?

EMAILBLOGSSOCIAL MEDIA

EMAILSOCIAL MEDIA

I love to tell others


OFFLINE: 71% OF BRITISH ADULTS PREFERRED TO BUY FROM A SMALL BUSINESS

71%

29%

Small Business Big Business

“Small business provide a more

personal service”

Source: YouGov Survey 2015


ONLINE: 59% OF BRITISH ADULTS PREFERRED TO BUY FROM A BIG BUSINESS

41%

59%

Small Business Big Business

“Big businesses are more trustworthy”

Source: YouGov Survey 2015


GENERIC SITES MAKE IT DIFFICULT FOR VISITORS TO DIFFERENTIATE BROKERS

… forcing them to compare on price only


IF YOU DON’T HAVE THE RESOURCES TO BUILD A RECOGNISABLE BRAND

… try to replicate a personal service online

WEB DESIGN TEST

What model or type of car are you looking for?

Find me a great deal!

“Great service,

friendly advice

and no hard-sell!”

- David and Sally Briggs | Manchester


33% 67%

FROM WHICH OF THESE WEBSITES WOULD YOU PREFER TO LEASE A CAR?

Respondents choosing A took 6 seconds longer to decide

Source: Usability Hub 2016 based on 1,000 respondents


HAVE YOU SEEN MANY BROKERS’ SITES THAT LOOK LIKE THIS?


REDUCING YOUR BOUNCE RATE ACHIEVES MORE WITH LESS

Broker BBroker A

Conversion Rate = 3.5%Conversion Rate = 3.5%

= 700 Enquiries= 593 Enquiries

… and with a considerably lower Cost per Acquisition


MOUSEFLOW.COM

Watch how your visitors use your website – Free for <100 visitors pm


GOOGLE ANALYTICS > EXPERIMENTS

create alternative versions of a landing page


IDENTIFY THE WINNER

HOW TO GET TRAFFIC


THE 6 MAIN DIGITAL CHANNELS

Search Engine Optimisation (SEO)

Content Marketing (Blogging)

Pay per Click Advertising (PPC)

Email Marketing

Remarketing

Social Media


CONVERSIONS RARELY OCCUR ON A SINGLE VISIT

Google Analytics - Assisted Conversions Report

WHAT MAKES A WEBSITE RANK HIGHER ON GOOGLE?


1) RELEVANCY


2) EXTERNAL LINKS


3) VISITOR ENGAGEMENT


CHECK YOUR SITE’S DOMAIN AUTHORITY

Free Moz Toolbar


YOUR DOMAIN AUTHORITIES

No. Sites

DA

0

5

10

15

20

25

1 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 38 39 42 48

DA needed for a Top 10 Google

Ranking

WHAT PREVENTS A

SITE FROM RANKING?


LINKS THAT HAVE NOT BEEN EARNED


THIN OR DUPLICATED CONTENT

same content for every badge and model


DUPLICATE CONTENT ANALYSIS

Website A – Unique Content Website B – Duplicate Content

Domain Authority: 33 Domain Authority: 33

Top 10 model/derivative keywords: 1,800 Top 10 model/derivative keywords: 0

Test replicated on 25 similar sites


Not relevant

Not relevant

Not relevant

Not relevant

YOU ARE AT A DISADVANTAGE IF YOU DON’T HAVE FULL CONTROL OF YOUR SITE

1,000 searches pa on Google

Not relevant

Not relevant

• Hatchback lease deals

• MPV lease deals

• Convertible lease deals

• Estate car lease deals

• Family car lease deals

• Small car lease deals

• Medium car lease deals

• Large car lease deals

• Hybrid car lease deals

• Luxury car lease deals

• Sports car lease deals

SOCIAL MEDIA


SOCIAL MEDIA DOESN’T SELL CARS


YOUR FOLLOWERS MAY NOT EVEN BE SEEING WHAT YOU POST


LINK BACK TO ENGAGING CONTENT ON YOUR SITE


USE BUZZSUMO TO FIND CONTENT IDEAS AND INFLUENCERS

then target them on twitter

INDUSTRY BENCHMARKING

HOW DOES YOUR SITE COMPARE?


AVERAGE DOMAIN AUTHORITY OF ALL BROKERS’ SITES

Based on 325 BVRLA Leasing Broker members

Check yours with free Moz toolbar


AVERAGE VISITOR BOUNCE RATE OF BROKERS’ WEBSITES


Check yours with Google Analytics


AVERAGE ENGAGEMENT TIME OF BROKER’S WEBSITES

4’45minutes




AVERAGE PAGE VIEWS PER VISITOR

5.73pages




AVERAGE BROKERS’ TRAFFIC BY SOURCE

54.24%

21.69%

20.24%

1.58%

0.34%

0.32%

Organic Search

Direct

Referrals

Social

Email

Online Ads




AVERAGE BROKERS’ SOCIAL MEDIA TRAFFIC BY SOURCE

62%

27.78%

20.41%

10.42%

Facebook

YouTube

Twitter

LinkedIn




AVERAGE BROKERS’ ONLINE ENQUIRY CONVERSION RATE

3.47%



CREATING A

DIGITAL MARKETING

STRATEGY

WINGING IT JUST ISN’T GOING TO WORK


DEFINE YOUR MARKETING GOALS

• Gain 27 qualified leads by 5th December

• Rank on page 1 of Google for 5 target keywords by December 12th

• Get 200 email newsletter sign-ups by February 18th

• Get 20 more links to our website by November 23rd

SMART Goals = Specific, Measurable, Achievable, Results-based & Time-bound


TRACK YOUR GOALS USING GOOGLE ANALYTICS


TRACK YOUR RANKINGS USING GOOGLE SEARCH CONSOLE


CREATE A MONTHLY KPI REPORT


CREATE A PLAN USING TRELLO

IS IT THIS EASY?

FURTHER SUPPORT


NETWORK TRAINING – DIGITAL MARKETING WORKSHOPS 2016

Contact: Christina Paget at [email protected]

Topics covered:-

How to create landing pages that sell

How to improve your conversion rate

How to get your site ranking higher on Google

How to use Social Media effectively

How to use Email Marketing

How to get a ROI from PPC advertising

How to plan an effective Digital Marketing strategy

Workshop Dates:

Manchester – 7th April 2016

Solihull – 27th April 2016

Gatwick – 26th May 2016


DANNY RICHMAN

• Email: [email protected]

• Tel: 020 8341 1223

• Follow: @DannyRichman

• Download Slides, Tools and Free Website Checklist:www.bit.ly/LN2016

Grab a handout for details

LeasePlan Network Digital Marketing Session 2016

Marketing

Transcript of LeasePlan Network Digital Marketing Session 2016