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The 4 Key Ingredients to Healthy
Online Advertising
Joe Webb
President
DealerKnows Consulting
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
facebook: /dealerknows
twitter: @zonewebb
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
TaskTeacher.com
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