3 Automotive SEO Tips
With everything going on right now between the Coronavirus and the economy right now, there is still an opportunity. Automotive dealers can certainly focus on the digital marketing aspect for their locations. Take the time to focus on how to generate more traffic, leads and fill the funnel for when things get back. While the time is slow expanding some new skills is a great idea and here are some SEO tips to focus on for your dealership website! Here are some tips to help out!
Website Load Speed
Website load speed is the most important factor you should focus on right now when it comes to a dealership web site.
Load speed is integral. We’ve seen it over the last couple of years based on Google feedback. We now estimate load speed being about fifteen to twenty percent of an internal SEO build for any site and it’s making a huge difference.
Google and search engines want your page to be smaller and load faster to help with those data rates. These help people load those mobile responsive dealership websites. They go right onto their phones quickly and get information even faster. Website load speed is firing dealerships up in organic rankings. Getting the more website traffic and getting them those valuable lead conversions that they’re looking for- gaining them customers.
So it doesn’t matter what you’re doing on SEO whether with one automotive website vendor or another. Having your website load really, really quickly is something that you should focus on when getting your automotive website developed. If you already have a website, go take a look at the images, make them a little bit smaller. Also, make sure you’re running fewer queries on that site and speed up that load speed.
Google Map Locations
The next tip is straight forward. Make sure you have a map location built within Google Maps. We’ve been testing creating and correcting with Automotive SEO for a couple of years now and there’s a huge correlation between businesses that have a physical location and a Google Maps location or Bing’s location built. Search engines want to see that you have a physical address that your dealership is a building and that is creating business for people in a local market. So whenever you’re working on a website, whenever you’re trying to get that organic reach, start by getting a Google Maps location.
Get that Google My Business profile started. Fill it out completely and make sure as the last tip that everything in your Maps location, everything in those directories, matches your website contact page spot for spot.
Make sure the address is the same, make sure that the phone number is the same, everything is the exact same. It’s going to help more authority. Come to your website and move you up in both in organic rankings on search engines as well as organic rankings on Google Maps, Bing Maps, etc. Lastly, tip number three-you may have heard of this one before but it’s still really important.
Web Site Meta Descriptions
30 to 40% of automotive websites still don’t have unique meta descriptions. Now it’s more than just meta descriptions. It’s all the internal parts, all the technical parts of your internal SEO build on a website. Your meta descriptions on individual pages, your page titles, your alt text behind the pictures posted. Everything that you can do to help your website grow. Now, there’s a ton of analytic tools out there.
The pillar of your SEO is built that allows you to start working on that external SEO, those citations those backlinks, everything else you need to do to increase your domain’s authority comes after you do that internal build.
If you are interested in having some assistance with your web site – contact me anytime – [email protected]. I am here to help your dealership out!
Coronavirus and the Automotive Industry
The Coronavirus is hitting automotive everywhere hard. I don’t need to explain that in any more detail. Multiple countries, businesses, sports, and industries are coming to a screeching halt. Again, obviously this hurts the automotive industry.
While spring is in the air, no question. At the same time, there are concerns about the economic impact, the slowing of materials from around the world and more. It will make people apprehensive around purchasing a new or used vehicle in the short term.
In just one week, life changed dramatically. Travel is now restricted. Schools, gyms, daycares, and major tourist destinations closed. People canceled vacations and were bombarded with messages about social distancing. The stock market crashed and the price of oil dropped to historic lows. We’ve also been told that it will get worse before it gets better. It’s enough to put a scare into most Automotive Dealerships who are wondering how the Coronavirus will affect their sales and the positivity of most buyers about spending money.
This will most likely hit the industry hard for the next few months. There is a chance that it could turn around quickly but as seen now, it could take a while for everything to get back to “normal”. Watch for a slow down in all contact for a while – including phone and internet communication. People are going to focus on staying healthy for the near term.
What Can Automotive Dealers Focus On?
To state the obvious, all of this leads to slow walk-in traffic at the dealership. Many people are becoming hesitant to leave their house, let alone enter a dealership and it affects automotive, due to the coronavirus. For those that do in fact enter the dealership – for sales or service – be sure to provide hand sanitizer, freshwater and make them comfortable. At a time like this, it’s the little things that count.
People are beginning to avoid large groups of people, public places and more. But they are monitoring their social media on a regular basis. Most of what they are seeing is based on recent news, rumors and how family, friends are doing overall.
Since there is going to be a downturn in the automotive walk-in traffic to the dealerships, dealers need to focus on what they can control. However, since people will be potentially “working” from home a lot more – eyes will be on the internet. That means dealers need to focus on their sites, social media, email marketing and more.
Continue to Prospect – Most Salespeople will Stop.
They will. They’ll say that this is the worst time to make new contacts because automotive buyers are going to pull their reins in and freeze spending. Some might do that, yet others won’t and may see a great purchasing opportunity. What right do you have to make that decision for them? Make the calls, send emails and videos. Get new relationships established now when budgets are tight to be able to drive sales when the timing is right to make a purchase decision in the near future.
Stay Positive and be Careful of Watching Media
The media and public health officials will play it safe on the side of being overly cautious and proactive with the Coronavirus. That’s a good thing. You are an automotive professionally paid optimist, even if you may not be feeling that way right now. Remember the saying “Fake it until you make it”? Keep the dealership a positive spot, make sure everybody is in the right frame of mind and really limit the media coverage – easier said than done but might be best for a lot of folks.
Go to the Customer
One client that I am working with – Steele Volkswagen – is promoting they will go to the customer. To help with coronavirus concerns and visiting an automotive dealership, promote the fact that you can visit the leads at their home, office or public location. Now one thing that came up was the fact that a lot leads come in on “as is” pieces, so ensure some guidelines are in place to focus on new and select used pieces in inventory. Put a simple form on the web site for them to fill out with name, email, phone, address and vehicle of interest. Promote it on social, email sends and more to gain some leads to visit the customers. This will leads to more opportunities with customers outside the dealership, build trust and help with maintaining a positive environment.
Web Site Search Engine Optimization
We all know that most people are home surfin’ the web. While the first week will be show for dealership traffic, people will start thinking about new vehicles. The season is changing and people start getting excited about their next vehicle purchase.
This is a time to ensure that searching is unique and relevant to the market. So, a good time to update content on the dealership web site. Dealers need to build content that will allow Google to index it and highlight the dealership. This entails using Search Engine Optimization for your web site.
Take the time to review your web site, develop content related to vehicles, the market, and the local region. Have content on your web site focused on these subjects and bring organic traffic to your site.
Automotive Social Media Marketing
One thing that lots of folks will be doing is scrolling through social media for the foreseeable future. They will be looking for an escape (from the news or even maybe he SUV), so keeping consistent content on there will be key. While there will need to be some postings about hours, policies and over dealership business, highlight positives as well. A new model in stock? Do a post about it with video, picture, and content – then mention that a visit to the customer can be arranged!
At the same time keep it fun sometimes – for example, Brown’s Volkswagen celebrated Pi Day on March 14th. In the middle of the news about Coronavirus, it was something to break up the day. It got great interaction, engagement, and few laughs in the comments as well!
So the idea is to have some fun, even when things seem a little slow, spice up social media and help people escape once in a while.
Remember, the Coronavirus Situation is Only Temporary
Remember what you felt like two weeks ago before things changed for the Coronavirus shut things down the Automotive Industry? Within time, things will return to normal and your buyers will be back on track just like they were before. Take advantage of this opportunity to adapt to a new environment and embrace it for what it is. Make a list of all the things you want to get done at work and take personal satisfaction as you cross each one off the list.
Future of Automotive SEO in 2020
The future of automotive SEO in 2020 online marketing is essential for the success of car dealerships. In fact, it is increasingly vital since automotive consumers generally explore different makes and models. Using content online before deciding which vehicles to test-drive.
Likewise, they may use online research to determine which dealerships to visit. Customers now even how much they should pay for their next vehicle. SEO or search engine optimization is a critical element of successful online marketing. Campaigns for today’s dealerships involve many areas.
Automotive SEO is constantly evolving your dealerships marketing campaign needs to be at the forefront of change. It is key that your dealership is a true leader rather than a follower. Who wants to be lagging behind? SEO types of changes to searches in 2020, since the way users conduct searches, has evolved dramatically over the years.
Automotive Voice SEO
The next change in this area may be through voice recognition searches. Voice commands have been available on smartphones for years. But the technology is increasingly being used by consumers in addition, voice recognition is now available in new vehicles themselves.
AI will increasingly be used for keyword research. Artificial intelligence technology is rapidly evolving. It will play a role in search engine optimization marketing. Within the next few years consider that search engines could begin connecting users’ demographic details.
Searches with relevant details on your dealership website for rankings. What does this mean for your dealership? With so many potential changes that could affect your online marketing campaign.
Automotive SEO Future
In the near future, you must keep tabs on each of these and other potential developments. Many dealerships may not be aware of these significant pending changes or how to properly use them strategically and advantageous.
This means that your dealership could be positioned to benefit dramatically. If you are prepared to make rapid thoughtful changes you can see that car dealerships must stay ahead of these SEO trends in the next year. In order to continue to maximize the benefits from an online marketing campaign request a consultation with me to review your dealership web site and opportunities to increase SEO.
What Are Instagram Stories?
Automotive Instagram Stories is a great Automotive Marketing option that allows dealerships to capture and post images and videos in a slideshow format. The content is available for only twenty-four hours from the time of posting. Stories also allow for the addition of text, drawings, GIFs, time stamps, location stamps, and more fun features that automotive dealers can utilize!
According to TechCrunch, Instagram Stories usage has soared to more than 550 million daily active users. That’s impressive because it means one-third of Facebook’s 1.57 billion daily users are posting or watching Stories each day.
Here are some Instagram stats that show the power of Stories:
- 60% of millennials watch and post Instagram Stories on a daily basis
- One-third of the most-viewed Instagram Stories are from business accounts
- 70% of Gen Z-ers watch and post Instagram Stories on a daily basis
- Instagram Stories accounts for roughly 1/3 of Instagram’s sponsored content and growing
So potential customers are watching Automotive Instagram Stories, which is obviously good to know. But how can you, as a marketing manager for an automotive dealership, effectively incorporate Stories into your social media game? Glad you asked, here are some thought starters!
How to Post an Organic Story
To avoid redundancy, we will outline how to post an Automotive Instagram Stories on Instagram only placement, but know that you can easily post the same Story on Facebook by selecting a special sharing feature (more on that later).
First, let’s set up the scene. Maybe the newest truck just hit your lot, and you want people to know about it. This is a great opportunity to share an image or video (or both) of the new vehicle on your Story! Here’s what you need to do!
Open the Instagram Application
You can post a Story either from the Instagram news feed or from your profile by clicking on your profile picture with the + icon.
Take the Photo or Video (or select one from your photo library) to post on your Story.
From here, you can add text, emojis, or anything else you think would help give context to your Story. To post the image or video on your Instagram Story, just click your profile picture in the bottom-left corner of your screen.
Adding content to your Story means once you post, it will be available for your followers (and non-followers, if you have a public profile) to view immediately. There is an option to post this same Story to Facebook by selecting the Send To button in the bottom-right corner of your screen, then Sharing Options under your Story, it will then show on Facebook as well.
From here, you can decide if you want to either share this particular Story to Facebook once or set it up so that all of your Stories are automatically shared with the Facebook Story platform in the future.
When to Post Organic Stories
Organic Story posts are great opportunities to showcase your dealership’s culture with “behind the scenes” moments — promoting events, showcasing employees, and sharing anything else your followers would enjoy seeing!
Reach More Auto Leads Through Story Advertising
Posting organic content on Facebook and Instagram Stories is great for maintaining a good brand reputation among your current followers. But what about people who don’t follow you? How can you get potential leads to view your Story content?
If you already advertise on Facebook, the answer to getting more leads through Stories may be a lot simpler than you think.
Under the Stories section in the ad set level of your Ads Manager, select the Story placements you’d like to include in your ad targeting.
Based on your targeting (either through Custom Audiences, Special Ad Audiences, interest-based targeting, or a combination of all three), Facebook will show your Story ad to people who might be qualified to see it with the word Sponsored in the top-left corner of the ad.
Before you go wild adding the Facebook and Instagram Story placement to all of your car dealership Facebook ads, it’s important to be aware of some of the Story ad limitations.
The Story placement provides a different experience for a user than viewing an ad within the news feed placement, so we recommend editing your ads to accommodate the different placements. Story ads, in particular, remember:
Story ads disappear quickly (usually after 5-10 seconds)
Use minimal text — just enough that users know what your ad is about.
Story ads are not available when your campaign objective is set to “Catalog Sales.”
Unfortunately, this means that dynamic retargeting ads are not available on the Story placement (yet).
Image Ratios Matter for Stories Ads
The image you are using for your news feed ad may not be the right proportion for a Story ad. Preview how the ad looks in the Story placement; if necessary, crop the image, or select a new image to fit the aspect ratio requirements.
Measuring Automotive Instagram Stories
You posted the Story, but did it deliver the results you were hoping for? There are a few different ways to measure Story results.
- Unique Story opens
- Page visits
- Forward taps
- Backward taps
Paid Stories Results
Similar to how you analyze Facebook ad metrics that matter for your dealership, you can analyze the same results for Facebook and Instagram Story ads.
To see Story stats in Ads Manager, select the Breakdown menu in the top right, and click Placement.
Here, you can see how your ad performed on the Facebook news feed, Instagram feed, Audience Network, Stories, and any other placements you’ve selected.
Pro Tip – Use Carousel Ads
Three-card carousels are a great way to highlight multiple products or collections. Each card can feature a specific product or group of products with call-to-action (CTA) buttons (like “Shop Now”) that linked through to the relevant product pages on your eCommerce website, where visitors can purchase the items.
Pro Tip – Use Collection Ads
This format makes it easy to showcase a range of products in a way that users can easily discover, browse and purchase them. Creatives start with an enticing image or engaging video on top, and feature several product images underneath. The format allows a full-screen Canvas experience with multiple tabs that showcase different groups of products. Tapping on individual products can take users that product’s detail page on your website.
Ways to Take People Behind the Scenes
- Shine a spotlight on your people. Whether it’s the business owner, company employees, your customers or your brand advocates, leverage the power of the human element to wow your audience.
- Show them what makes you tick. Do you have a special office environment, manufacturing process or support an important social cause? Use it to show and tell how you stand out from the competition.
- Highlight your products or services. Use interesting storytelling and great visuals to showcase your offerings and generate interest with history, methods, events that show your uniqueness and authenticity.
- Give them a sneak peek. Creating or building something new and different? Partnering with a special or well-known partner on a project? Tell your audience about it with compelling visual content.
In the end, a great Instagram Story ad compels the user to act quickly,
You can achieve this through clear text directions; delivering a slew of lovely products in rapid succession; creating a sense of intrigue and mystery to elevate your brand; using keen narrative techniques, or simply making everyday moments more exciting with Boomerang loops and other video editing tools.
When plotting your Instagram Stories strategy, it’s a good idea to take a look at some great examples of successful Instagram ads and to be aware of these common Instagram ad mistakes brands make (and learn how to stay clear of them).
You have a range of creative tricks at your fingertips to take advantage of this fast-evolving and increasingly popular ad format to distinguish yourself for better results.
Finding Automotive Conquest Customers
Since you own or manage a car dealership you need to sell cars to Automotive Conquest Customers. You probably have numerous marketing vendors providing you with ways to sell to your existing customers. By marketing to your database but when was the last time you spent money on an automotive conquest customer program that generated quality leads generated foot traffic and real deals burning gas down the road?
When it was all said and done what if I told you in the next few minutes I could show you one simple thing you could do to help you sell an extra twenty to thirty units this month. Conquest vehicle shoppers and the three fatal mistakes that will prevent you from ever being successful at automotive conquests 20 deals have to be the word a few minutes of your time right.
Automotive Conquest Customers Fatal Mistakes
Three automotive conquest fatal mistakes and the one thing that can help you succeed and add an extra 20 to 30 units to your sales next month I speak from experience you’re comfortable with me as your guide perfect let’s begin the first fatal mistake that is guaranteed to set your dealership up for failure in its conquest attempts is to treat conquests as an event instead of a process
Always keep in mind that conquest prospects don’t know you trust you or love you yet. Statistics show that they will require between nine to fifteen different points of contact with your dealership’s content before entertaining the idea of buying a vehicle from your dealership.
Automotive Conquest Customer Timeline
If you’re thinking about conquests as a three to four-day sale or even a week-long event you’ll never be able to allow conquest
prospects the time to find engage and digest the information. From the fifteen requiring touchpoints it’s just unrealistic it’s like asking a total stranger to marry you after a few dates.
Now you might think my analogy is a little far-fetched but think about it. Some vehicle financing spans over six seven and even eight years that’s longer than many marriages today remember the movie Inception with Leonardo DiCaprio.
If you haven’t seen the movie you should rent it over the weekend it’s really good in the movie DiCaprio’s character is hired to plant an idea in the mind of an individual the goal was to plant the idea so deep in her subconscious mind that the target would actually believe that the idea was their own.
How many touchpoints?
Similarly, that’s what a good conquest campaign should achieve to deliver your nine to fifteen touchpoints so naturally in the life of the prospect. That way they feel that they’re the ones who discovered your content. And they’re the ones who have set to research your models and your dealership.
But that takes a little time at least a few weeks. It’s not something that can happen over three or four days. It’s even truer if prospects have been researching another manufacturer make for the last few months. That’s why conquesting should not be an event but an ongoing process.
How long should it take?
Can you see now why thinking about conquest as a three to four-day sale event or a week-long event is somewhat ridiculous? Thus thinking about automotive conquests as an ongoing process makes more sense. With the information I just shared with you do you see how it could help you sell more vehicles to conquest vehicle shoppers excellent let’s now dive down into the second mistake to avoid the second fatal mistake that is guaranteed to set your dealership up for failure in its conquest attempt is to try to deliver your nine to fifteen points of contact through the same medium khakhras prospects are not necessarily going to purchase one of your models.
Where do they see you?
Because they’ve seen your ads on Facebook fifteen to twenty times this month. And they’re not going to run to your dealership for a test drive because you serve them YouTube pre-roll videos. Every scene they for the last few weeks you might be able to generate leads from a conquest prospect. After sending multiple direct mail pieces but the process might be
expensive. You might be able to move a prospect into action after half a dozen phone calls. But they might also opt to block your number or register for the Do Not Call list to avoid your calls. The problem with using only one or two medium is that it exposes your inception the unnatural delivery. This will make your communications efforts sound like advertising instead of the delivery of valuable content.
Automotive Conquest Customer Irritation
The prospect will get irritated by its repetitiveness instead of getting indoctrinated. By multiple types of content that build-up the emotional excitement and the rationale to support it. Let’s see, here a natural sequence of touchpoints delivered through multiple content styles you’ll see what I mean seeing a few ads on Facebook that spark an interest. Watching a video that provides a bit more information than getting a ringless voicemail that can be listened to. Then they receive a mail piece that provides more insight on the opportunity of seeing a video on Instagram, before getting a phone call.
Automotive Conquest Customers Lead Nurturing
To make sure the mail piece was received and answer any questions reading a post on LinkedIn on the advantages of selling your trade in the current seller’s market. Requesting an online traded praising watching a lead nurturing video explaining more about the appraisal process getting a phone call to schedule the visual inspection of the trade at the dealership. Did you notice how the content from these thirteen different touchpoints naturally flowed in the life of the prospect?
Don’t get fool thinking these are Automotive Conquest Customers random actions taking by the dealership to place the content in front of the potential prospect all of these have been pre-programmed to be strategically released as specific times in the life of the prospect to short in the shopping cycle.
Automotive Conquest Customer Indoctrination Sequence
Maximize the effect of the indoctrination sequence for Automotive Conquest Customers. Can you see now how trying to deliver your nine to fifteen points of contact through only one medium could feel very repetitive? Irritating to the prospect can you see now how spreading your 9 to 15 pieces of content over multiple media could provide a more natural sequence of indoctrination. This helped you generate more leads from conquest prospects. Perfect let’s dive into the third and final mistake.
The third fatal mistake that is guaranteed to set your dealership up for failure in its conquest attempt is to stop once you’ve experienced some success. Albert Einstein is said to have called the power of compound interest the most powerful force in the universe.
Conquest Leads – Compound of Interest
Remember reading when I was a kid that if I leverage the power of compound interest and deposited $1.00 in my bank account every single day I’d be a multimillionaire today. I was just too stupid to do it instead I’m forced to work my socks off to generate a decent income. Now the power of compounding can also be applied to your conquest efforts to help you generate unbelievable results.
Providing revenues multiple times over your investments you already know from the mistake. Number one that an interested prospect will require nine to fifteen touchpoints to be moved into action. Imagine if your diligent conquest efforts help you invest touchpoints in your marketplace. The prospects are even considering upgrading their vehicle.
The power of compounding your conquest efforts will allow you to convert conquest prospects much faster. Because Automotive Conquest Customers will require fewer new touchpoints. Which would dramatically lower your cost per lead and explode your sales overtime now? I’m not suggesting replacing the direct response nature of your conquest efforts with a branding philosophy.
Conquest Customers Profitable ROI
Every conquest campaign should stand on its own two legs and provide a profitable ROI but if it costs you, for example, ten thousand dollars to reach fifty thousand conquest vehicle shoppers. You get three hundred leads, booked 70 appointments and sell twenty-five units with a twenty-eight hundred dollar gross profit you’re netting 60 grand. Each campaign and leveraging the power of compounding with the other forty-nine thousand nine hundred and seventy-five people you’ve reached with the investment but haven’t bought yet you’re now branding your dealership for free as a byproduct of your direct response efforts.
And accumulating touchpoints with prospects that will eventually move into the market as in tenders which will help you capture prospects in the earliest stage of the shopping cycle. Can you now see the power of compounding your conquest efforts?
The problem I see in the industry is that most dealers apply the same said two conquests as they do to loyalty marketing. When communicating with your existing customers while backing off from your database. Letting it breed and heal a bit after a good push might help you. Avoid pissing off your customers the minute you’re no longer on the conquest prospects radar is the second. You forfeit the potential sale also on the digital side of things advertising platforms like Facebook, AdWords messenger.
This will allow you to build a conquest list of interested prospects who have engaged with your content most likely these prospects have interacted with your marketing. Because they are considering the purchase of a vehicle and are educating themselves about their options keep in mind that the customer journey spans over a few months so you don’t want to miss out on the harvest of the leads you’ve nurtured for weeks and let another dealer reap the rewards of your efforts.
Automotive Conquest Customers Communication
Because your dealerships backed out of its Automotive Conquest Customers communication efforts and is no longer visible and top of mind to the audience that you’ve built. Do you see now how ludicrous it would be to stop and take your foot off the gas pedal once you’ve experienced success with your conquest efforts? Can you see how the staying top of mind with the audience you’re building in Facebook AdWords messenger and in the real world can compound your conquest marketing efforts great?
So let’s quickly review the three fatal mistakes to avoid. Then I’ll show you one simple thing you can do to sell an extra 20 to 30 deals this month. The conquest vehicle shoppers mistake number one do not treat automotive conquest marketing as an event. It’s a process car quest vehicle shoppers who don’t know your dealership. So they will require 9 to 15 points of contact with your content before entertaining buying a vehicle from your dealership.
And you can’t rush the delivery or the consumption people won’t go from unaware to suspect to curious the prospect in 72 hours. Mistake number two does not try to deliver the 9 to 15 points of contact through one single medium conquest prospect will need to interact with multiple forms of your content.
Before being moved into answering your call for action instead of using one medium combined digital ads, video, social media, Direct Mail, ringless voice mail and a strategic phone call by a live person to provide integrated marketing. That will deliver your content in a sequence that will feel natural from the prospect.
Mistake number three don’t stop once you have success your Automotive Conquest Customers audience is not like the contacts in your database. They don’t need a breeder and won’t stop visiting your service department or jump ship and buy from another dealer.
Automotive Conquest Customers Touchpoints
Because you’re keeping your foot on the gas pedal with your communication efforts it’s the exact opposite. The minute you’re no longer adding touchpoints to the conversation as the second you lose the opportunity to sell them a vehicle. Could you see how avoiding these three fatal conquest mistakes could help your dealership generate more leads and deals?
With conquest vehicle shoppers would you like to see the one simple thing you could do to avoid these three fatal mistakes. While generating twenty to thirty deals this month from people outside of your database awesome let me show you how now the program.
How many people are in the market?
Here, we will show you it is built on the premise that the easiest conquest target your dealership can go after to increase your sales, people who are not yet in the market to buy a vehicle.
While every one of your competitors is spending their hard-earned money on ads and marketing trying to convince the seven to nine percent of the population in the market for a vehicle. We like to help your dealership focus its efforts on the other ninety one percent of the population. And here’s why the car business is the most beautiful business in the world because everybody will change your vehicle today for something bigger, better, faster, more fuel-efficient with more cargo space and more technology.
What are the Five Frictions?
But they just don’t know they can what’s keeping prospects thinking they can’t change their vehicle. Is their misperception of one or more of these five frictions? Points, price, payment, cash required, credit and trade value are non in tenders. Potential customers don’t believe it’s the best time to get the best price. Also, they don’t believe the payment will fit in their budget. They believe too much cash will be required to complete the transaction. Sometimes, they don’t know if they will qualify for credit. And they don’t know if they will get enough for their trade.
Automotive Conquest Customers Hot Buyers
But if you create content that changes non-intenders beliefs regarding these five misperceptions you will instantly move them into the market as hot buyers. And your dealership we’ll get first kick at the can now. As you know most prospects in tenders or not in tenders will most likely already have a model on their radar.
One that they prefer or that they are more inclined or favorable. If that model is not part of the vehicles you sell there’s very little marketing can do at this stage to influence the prospects. While he or she is thinking about the price, payment, cash required or their ability to qualify for credit for the model they desire.
But look at the fifth point of friction the trade. That’s your key to conquest success the prospects desire to get an exciting offer for the vehicle they’re driving now opens the door wide open for you to engage in a conversation the prospect is willing to have.
Why? Because the trade is the only one of the five friction points that doesn’t involve the model. They have on their mind it’s the neutral point of friction. And the one that doesn’t put your dealership in conflict, With what they want to find a way to provide prospects with an easy way to get an exciting offer for their current vehicle. You will be talking to more Automotive Conquest Customers than your heart desires.
Make sure that you update your website regularly since the search engines always favor those sites which are always up-to-date.
Write to your visitors
Always write articles that cater primarily to your visitors. Yahoo!, Google and others have people visiting all the time, but hardly anyone has ever responded positively to singing up for a newsletter, buying anything online, or even calling up for inquiry purposes.
Always use a heading tag, and most importantly, make the heading tag a keyword that should to be relevant to the base of the matter that you are writing.
Use keywords in the articles and make them bold. But don’t overdo this; it is really a big put-off!
Make sure that there are external links to almost all the pages of your website. If there are links to many pages of your website, then the search engines will feel that your site has a lot of good content to offer, and it will add value to your site. But if most of the external links head to your home page, then the conclusion will be that your site has nothing worthwhile to offer!
If you can get a business address in countries like the United States and Canada, then nothing better than that. They have many directories for company websites, so a lot of scope lies there.
You can offer articles to some publishers who archive the posts. In the archives, the links will stay alive for quite a few years.
If there are image links in the navigation bar, make sure to include text links as well. But ensure that the text links are showed in the source code itself since the search engine robots will follow the primary link to any given page. Additional links cannot be followed on the same page.
You can have many domains if you have varied topics, and each of whom can warrant a website of its own. This is beneficial because the search engines generally target only one page per website, mostly the homepage, so if you have multiple domains, you can increase your exposure easily.
Exchanging links is generally good, but useless at times. But exchanging articles are more useful. You may publish some other author’s articles, and include the link to his website, who may do the same for you.
Adding titles to links can be very useful as well. Besides aiding visually impaired users to know where they are going, search engines can search for relevant information in those titles as well.
Anchoring text is a strict no-no. if you always use your company name or your URL, Google and other search engines look down upon it. At times, relevant tags can be used as well, which provides visibility in the eyes of the search engines.
While starting a project, do thorough research on the keyword. There are free versions of Word Tracker and Keyword Discovery, but they also have a paid version which is even better. So your budget permits, opt for the paid one with many added features.
New PPC account
Opening a new PPC account is very beneficial, notwithstanding whether it is Adwords of Google or any other marketing tool. A PPC account can get you actual search volumes for specified keywords.
Refrain from stuffing the keywords in the articles. Using excessive keywords makes the article meaningless, and puts the reader off.
Some webmasters use invisible content which people cannot see, but are laden with keywords to attract search engines. When the search engines find this out, they may ban your site, so refrain from resorting to such an activity.
Avoid using too many h1 heading tags.
Scope for improvement
Automotive SEO is not an event that you can take up once and then forget. The algorithm of search engines change quite often, so what did well last year may not perform in the same manner this year. So you need to be committed to continuously strive for betterment.
The results will not show overnight. If you are new to Automotive SEO, prepare yourself for at least a month’s outlook to see positive results.
Always have a concrete goal regarding what you want to achieve. You need to have good plans for the efforts that you put into Automotive SEO. Besides, you would need an analytical software to constantly monitor what is reaping benefits, and what is not.
Make the best site
Strive to make your site one of the best in business. People always want their site to be featured on the top of the list of the results of a search engine. If you realize that something is amiss from your site, work on it to make it better.
SEO friendly URL
Make URL’s that are Automtoive SEO-friendly. They should be short and any URL which has more than 3 hyphens is generally not taken to kindly by the users. Hyphens act as a purpose for giving space in URL’s but don’t use too many of them.
Take active participation in online blogs. Search engines are very liberal towards blogs in view of the fresh content updated on them on a regular basis.
Search engines often provide you with many tools. Webmaster by Google, and Site Explorer by Yahoo! are a few of those.
SEO for Automotive Industry
How Do We Start?
Back in the day if a dealership wanted to get noticed it meant renting a billboard or taking out an ad in a newspaper. It could basically mean just standing on a soapbox in the park and pontificating. But now with large search engines being the go-to for lots of information including SEO for Automotive Industry.
What is SEO for Automotive Industry?
For most dealers to make themselves heard, they have been seeking ways to fight and claw to the top of search results. This includes using a process called search engine optimization or SEO. But what is that? Well, you see giant search engines like Google use algorithms to try to push relevant results to the top of the page. So that when a user types in “computer mouse” they’ll get links to buy a new input device rather than pictures of Stewart Little trying to use a PC now.
So the first SEO mistake is thinking Seach Engine Optimization is dead. I am sure if you’re trying to figure out how to get more traffic, you’ve probably encountered the idea that SEO is dead – likely from those pushing Google Paid Search placements.
And here’s the truth. SEO of the automotive industry has definitely changed but it’s more alive than ever when it comes to search engines. And here’s the proof that SEO is more alive than ever. Number one is trends. Just go to Google Trends and compare SEO to any other channel online. No channel online is more popular than SEO – including Voice SEO.
Finding Potential Customers
What’s the best place for your potential customers to find you organically online? Is it, A, social media; B, search engines; or C, email? Well, if you answered B, search engines, then nice work because there’s data to prove this. Just go to SimilarWeb and examine the top five websites with the most traffic.
What do these top five websites have in common? They’re either a search engine or feature a prominent search engine, and Google is by far the most popular website and search engine in the world.
How Many Searches?
On average, Google processes over 40,000 search queries every second. That’s 3.5 billion searches per day and 1.2 trillion searches per year. Then you have YouTube, which is by far the most popular video search engine in the world. After that, you have Amazon, which is by far the most popular e-commerce search engine in the world. And lastly, you have Yahoo, which is the second-biggest traditional search engine.
What is the SEO Algorithm?
Understanding how to get organic search traffic is a good use of time and resources, but that’s not all. How exactly the search engine algorithms work are usually closely guarded trade secrets. But there’s enough public knowledge for webmasters to attempt to tune their pages to boost their position in the search results, in fact, Google even puts. out a search engine optimization starter guide to help website owners improve.
Search Engine Optimization Audit
Believe that the number one thing you need to do if you want better SEO results is to perform an SEO audit. SEO audits are one of my favorite activities because it reveals all the issues holding your SEO performance back.
Plus you’ll also get the intel you need to make better decisions. And by better decisions, I mean that you’ll be able to prioritize your actions based on what will have the highest impact.
The truth is a well-designed site architecture can have a positive SEO impact for several reasons.
First, a strong site architecture helps Google crawl your site more efficiently, which as a result helps Google index your pages faster. Secondly, a strong site architecture will grow your site’s overall authority, which makes ranking much easier. In other words, you won’t need as many backlinks to rank.
Web Site Layout
Adobe discovered that 38% of people will stop engaging with a website if the content and layout is unattractive.
This alone should make you value UX and UI optimization much more, but how do you actually optimize UX?
Well, there are obvious UX optimization actions like increasing your website’s loading speed, making your site more mobile-friendly, not using aggressive interstitial pop-ups, and not using disruptive ad placements.
Investment into SEO
Over 65 billion was invested in the SEO industry in 2016, and this number is expected to rise to 79 billion by 2020. More and more capital is flowing into the Automotive SEO Industry as well. Focusing on strong content for dealership web sites. This includes building out specific model content, local search content and preparing for the forthcoming Voice SEO increase!
Climbing the Search Ranks
The chances of earning the coveted top result are certainly difficult for starters. A good idea to optimize the metadata of your page is all the stuff other than the actual content people will see in their browser window. Accurate metadata things like descriptive page titles or embedding a short explanation of what’s on the page into your HTML. Which you can often end up seeing underneath the Google result can help push your site up to the top. A more recent development is making URLs themselves more information. You’ve probably seen this on news sites that have started to use file names.
Search Engine Optimization Text Links
Most modern search engines use how often a page is linked to as a key metric of its importance. Providing descriptive text links in the body of a webpage to other pages on your site can be very helpful. Search engines are also aware of things like topic headers and alt text for images to help categorize the site the key as with any metadata.
Search Engines – Information and Descriptions
But also being informative and descriptive as possible to make it easier for a search engine to determine that your site is relevant to a particular topic.
Stay Away from Blackhat SEO
Of course, though everything we’ve outlined so far is a legitimate SEO strategy there are plenty of other tricks that might be employed by unscrupulous site owners. These collectively are known as blackhat SEO or spamdexing and their goal is to try to make the page seem more relevant to a topic than it actually is for the search engines. These tricks can take the form of anything from citing keywords in invisible text. Such that a user would have to highlight to see, to buying link backs or even traffic from other sites. Thereby using irrelevant keywords that might just be trending at the moment. Or even just overusing the relevant ones this kind of behavior.
This has certainly resulted in a bit of a digital arms race between search engine developers. They are constantly looking to weed out these pages for their users. Of course, the spammers or site owners who are desperate for clicks and aren’t above using shady tactics so who will ultimately win well let me put it this way as search giants like Google deploy.
SEO Backlinks Matter
Backlinks are the fuel of every successful SEO campaign. Don’t get fooled by these ideas that backlinks don’t matter because they aren’t grounded by facts or data. According to a massive ranking study, the number of domains linking to a page correlated with rankings more than any other factor.
Semrush had very similar conclusions. They found that the higher the domain’s position on the SER the more referring domains it has. Backlinks matter and will continue to be critical to Google’s algorithm now and into the future.
In order to prepare for leads now and into the future – Search Engine Optimization is key. Ensuring that content is relevant on the web site will bring in more traffic, more leads and ultimately more sales for the dealership.
Automotive Text Marketing for Dealers
If you are not, you are missing out big time and let me explain. Today I want to open your eyes to one of the most powerful communication technologies available for your dealership. Automotive text marketing maintains an average text open rate of 98% compared to 20% for emails. And with a 45% response rate for text compared to only 6% for emails – check out some text message stats.
You can see why your dealership absolutely needs to harness this tool text marketing. It is the perfect complement to your email marketing strategy. But the edge of text marketing doesn’t stop at open rates. It takes the average person 90 seconds to respond to a text while it takes the average person 90 minutes to respond to an email. That is because 95% of all text messages are read within three minutes with most on average being read in under five seconds.
Text Vs. Email Marketing
Nobody deletes a text message without reading it now. Email marketing is still one of the three most powerful marketing tools to drive traffic and sales for dealerships. But text marketing is a necessary complement to your email strategy and will strengthen some of the inherent weaknesses of an email campaign. Need an additional kicker to get you on board with text automotive marketing well check out this statistic from digital marketing magazine. It states that 75% of people would like to have offers sent to them via text. Yes, 75% of your dealership’s customers want you to send them text messages now.
Mobile Phone Popularity
For obvious reasons, the importance of Automotive Text Marketing rides on the coattails of the rising popularity of mobile phones. With the growing list of mobile capabilities and functions added to mobile devices daily. You know mobile technology is not something going anywhere anytime soon. The stats show that everyday mobile usage grows for all aspects. This includes search, text and even voice search optimization for dealerships.
In fact, with the meteoric rise of mobile phones, you know most of your customers will have their device in their hands or pockets when you send them your text message which is a marketer dream. Warning though, be prepared for some rough replies as well.
Not All Replies Are Positive
Now, on the one hand, you have 75% of your customers who would like to get offers by text messages. However, be prepared for some course replies from some members of the other 25%. Text marketing is very personal more so than email and people are used to getting newsletters, invoices, corporate communications and even some spam in their email inbox. Some text replies could b considered nasty and abrupt. Simply let them have their say and move along to the next message.
But text messages are still mostly used for friends family members and colleagues, for this reason, don’t be surprised by some of the harsh replies you’ll get. Some individuals who don’t want your dealership on their phone don’t take it personally. Don’t let these few negative voices detract you from your automotive text marketing gameplan. Why would you want to take away from most of your customers something they want because of a few bad apples?
Play By The Text Message Rules
Just make sure you always follow the laws and regulations that are in effect in your local area. Always provide recipients with a way to easily unsubscribe from your distribution list. Once these people are off your text broadcast list you’ll be left with a captive audience who will embrace your text marketing efforts. Most people will reply with certain terms to be removed from the list. Build a list of common phrases “Stop, Remove Me, any profanity” and have them removed from the list.
Keep The Text Simple
Ready to send your first text broadcast? Well, keep it real when creating your text message. Don’t make the mistake of using a corporate voice as if you were talking to the masses. Picture one customer in your mind and write the text for him or her using simple language. Just like you would when texting a friend or family member. Keep in mind that each text is a hundred and sixty characters long. So if your message is longer than 160 characters even by one letter you will be charged for a second credit by your text provider.
I personally like to use the equivalent of two text messages or just under 320 characters. I don’t feel that 160 characters or enough to create curiosity. Communicate my call to action and provide the recipients with the ability to unsubscribe. Just make sure you factor the costs when deciding on the length of the message.
Customize Text Messages
If the text broadcast technology allows it you can use merge fields or tokens to personalize your text messages. But I haven’t found it improves conversions for our dealers. What does improve conversions is when you keep it real and stay away from the usual boring corporate tone. Make sure you also use links to landing pages where people can learn more about the offer or vehicle.
Mobile Landing Pages
When you’re communicating just make sure the pages are mobile-friendly. Important they designed specifically for being viewed on phones. When it comes to technology find one that will allow you to manage your unsubscribe lists. That is easily a critical component of automotive text marketing.
Dealership Responses to Texts
You’ll also want a technology that will allow different members of your team to respond to people engaging in a conversation from a cloud-based back-end where your whole team can share it 24/7 you don’t want all those replies going to one single device you also want a technology that will allow you to adjust a throttle of your broadcast if you’re sending a few hundred or even a few thousand text messages you want them to trickle out at a speed that will allow your team members to manage the requests
Throttle Text Message Sends
Remember most people will respond within seconds I personally like to adjust the throttle to around 25 text messages every 15 minutes. You also want a technology that will allow you to adjust your broadcast schedule. You don’t want to be sending text messages to your customers in the middle of the night or the wee hours of the morning. They will not forgive you I find this sweet spot to be between 10 a.m. and 7 p.m. and the best response rate to be around lunchtime and right after supper.
Automotive Text Marketing Platforms
If you’re using small lists you might also want to look into the Automotive Text Marketing platform that provides technology. This will allow you to automate the dialogue with your prospects in the early stages of the conversation. Need some help if you require help building your dealerships text marketing strategy? Don’t hesitate to reach out to the automotive text marketing specialists at Shawn Ryder Digital. We have the expertise that know-how and the technology to help you launch your first text marketing campaign within hours. So you can also experience the immediate results of this exciting communication technology.
Are You Ready?
Based on my experience, my objective is to work with dealerships and help with their email communication. This means more traffic on the website, in the dealership and more sales! Contact me to learn more about how I help dealers.