When I started working with car dealers in 2005 on their SEO strategies, there was little a dealer needed to do in order to influence their search rankings.  

Most dealer websites did not have blogs so secondary blog sites (microsites) had to be created.  Dealers were not setup to create content let alone maintain a blog. 

Dealers needed outside consultants to optimize their website pages, since most website platforms came un-optimized out of the box.  

In 2005, the Wild West of SEO was taking dealers by storm.  They just didn't know if this "SEO Stuff" had any value. 

Social What?

Back in 2005 Google Places, Social Relevance, +1 Buttons, or Google+ did not exist and were NOT in the SEO equation.  In the early days I was focused on quality content, microsites, off-site links, and creating strong flows of qualified traffic.  SEO Consultants did a majority of the SEO work for dealers.

Back then, the SEO tactics were the responsibility of the SEO Consultant.  SEO "experts" were tasked to create "magic" and get dealers on Google Page One.  

Those days are gone.

Automotive Search Engine Optimization (SEO) has become a shared responsibility.  It is critical that dealers know that the cheese has moved.

Automotive SEO Is Maximized As A Team 

Today the "organic" search results consist of Google Places, videos, blogs, social media, and of course website pages.  The SEO strategist today needs the cooperation and participation of the dealer to influence local search rankings.

If a dealer chooses not to engage their customers to post an online reviews, the work of an SEO consultant can be easily undermined if the reviews on Google Page One are horrible.  

If dealers do not identify customers that have Gmail accounts, they lose the opportunity to leverage the Google +1 button or connect with their customers on Google+.  Both of these marketing tools greatly influence local search results.

If dealers do not create customer testimonial videos or educational walk-around videos, the SEO strategist has little to work with to create ENGAGING Video SEO strategies.

Google Has Leveled The Field

In some ways, Google has leveled the playing field.  They have pushed some of the SEO responsibilities back to the business owner.  This is good if the dealership understands their role and executes effectively with the guidance of their SEO partner.  

It's bad if dealers believes that their SEO company can operate independently of their engagement.  If dealers want the strongest local SEO strategy to work for their brand, they have to lend a hand.

If you have an SEO vendor partner, make sure you ask them what your contribution must be to ensure success. If they tell you that you have to do nothing, this should be a warning flag.

Maximizing your search visibility during the Zero Moment of Truth is critical.  The point of this post is that you can't outsource 100% of the work and expect market dominating success.

Is content, links, and a comprehensive strategy still relevant?  Yes.  Just don't be surprised when that strategy has some homework for your dealership staff!

Brian Pasch, CEO

PCG Consulting Services

brian@pcgmailer.com

Working with many dealers across the United States and Canada has allowed me to tinker with over 40 different website platforms designed for the automotive industry.

Being part of the Automotive Website Awards (AWA) review committee has also allowed me to get to know the developers of many fine website platforms.

So here we are in 2012 and there are some website features that are not universally provided by website companies that I think should be a part of their core platform.  

You may have more things you want to add on my Automotive Website Wish List below. My requests are based on marketing and analytical needs.  Members of Internet/BDC or Fixed Ops departments will have a different perspective for sure, but here is my top 5.  

(Some providers deliver a few of these items, but none that I am aware of provide all.)

Automotive Website Wish List

1. Ability for a dealer or advertising agency to use their own Adwords account to setup ads that pass tracking phone numbers to website (on a click) so that all phone numbers dynamically change on the website during the PPC session.
2. Ability for dealer to setup multiple Adwords retargeting audiences based on types of pages.  For example, a backend menu choice that allows retargeting code fields that are applied to specific groups of pages; (i.e  Used Car VDP's, New Car VDP's, Service Pages, Parts Pages).
3. Ability to have a editable and distinct thank you pages (new URL) that are displayed after a lead is submitted.  Ideally, you would want a thank you page for new car, used car, service, parts, and finance leads.  This allows you to setup "Goals" in Google Analytics for lead submissions.
4. Website forms that submit data to a ILM/CRM system, include the referring URL or search keyword that was used to drive the consumer to the website.  The data can be added into the comments field automatically since it is not supported in the current ADF specification.
5. Website management reports that pull all important data from Google Analytics and Webmaster Tools.  Webmaster Tools is often omitted and has valuable insights that would benefit dealers.

So, that's what I would like to see being standardized on all website platforms.  

What would you add to this wishlist?

Brian

Brian Pasch, CEO 

PCG Consulting 

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Brian Pasch

This week as thousands of automotive professional head to Las Vegas for the 2012 NADA Convention, hundreds of vendor are preparing their booths to connect their products and services to interested buyers.

If you have never been to NADA, it can be overwhelming. Walking the exhibit hall can be exhausting.  If you can wear sneakers, bring them.

I wish  Segways were allowed to move me around the hall because vendors and dealers know the sore feet and backaches that are associated with being at a trade show for three days.

Finding The Magic Bullet at NADA

I'd like to make a suggestion to dealers who are heading to NADA to look for the next "magic bullet" to improve their sales and profits.  

You may have a shopping list filled with booth numbers and VIP parties and those things are well and good.  However, the next magic bullet for your business and professional life may be something you didn't think to add to the list.

To lead a world class life and business you need to invest in yourself first before adding more shiny objects or distractions. Regardless of your role in the dealership, true leadership requires the knowledge, passion, and energy to lead.  

Do you have a limitless supply of these building blocks to success?

Your Top 2 Investments in 2012

Many of you know that I have a busy travel schedule. I would most likely be very sick today if two years ago I didn't make the same two investments I am encouraging you to make.  

The two investments are education and exercise.

Two years ago, I was inspired by Grant Cardone to read 70 books a year.  I took the challenge and have been rewarded 10X for the time I invest in reading.

The knowledge, insights, and motivation I receive each week from reading is priceless.  Yet, as I meet with automotive professionals their commitment to reading is weak at best.

Need some books to start you on your way?  For industry professionals working for someone, read "Linchpin" by Seth Godin.  

For business owners read "Multipliers: How the Best Leaders Make Everyone Smarter" by Liz Weisman.

Reading helps to open our eyes to the experiences and opportunities that this world offers.  Being a business owner in today's economic and social climate is not without its challenges.  

Don't go it alone.  Leverage the insights and experience of others and I guarantee you will be rewarded by your commitment to read on a regular basis.

Creating Unlimited Energy

The second investment I would like to challenge readers is in their diet and exercise.   I can't say that the health of automotive professionals are any worse than any other industry. 

Regardless,  why compare ourselves to anything less than a lifestyle that generates the energy, clarity of mind, and passion. The commitment to "move" each day in a form exercise that works best with your schedule and physique is the best investment you can make for your career.  

Healthy people are the wealthiest people in the world.  With your health and vitality your opportunities are endless.

Since we are in the people business,  consider the difference in your work if you radiated health and positive energy each day because you felt great!

So, enjoy the 2012 NADA Convention. I am sure that there will be many "things" that will help you at work but don't forget that without an investment in yourself, your true value will be drained by your work.  

Purchase "time" to re-fuel your mind, body, and spirit.   Leaders Lead....so start with yourself!          

Brian 

Brian Pasch, CEO

PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

In the past few months I've had the pleasure to work with passionate dealers who have asked me to do a comprehensive assessment of their Internet operations.

I called on my good friend Jerry Thibeau to help me with the mystery shopping part of the assessment.

In addition to the innovative Phone Ninjas process that Jerry created,  my team also made calls and lead submissions on our own. It was an eye opener to see that a number of submissions failed basic customer service standards.
 

Operating With Broken Processes

Some of the leads we submitted were never responded to via an auto-responder or a personalized email.  Some leads never received a phone call.  

Readers in the trenches of BDC/Internet departments may not be surprised by these findings but the dealers we worked with and their staff were very surprised that their processes were broken.

When you consider the tens of thousands of dollars invested each month to drive calls, leads, and ups to the dealership, it is amazing how few dealers have a consistent monthly process in place to mystery shop their dealership.   This could be the biggest ommission in a dealership budget and most likely one of the biggest profit leaks.

Standards & Measurement Lead To Improvement

Without inspection, coaching, and benchmarks for first class performance, dealership BDC processes will never improve.  One thing a like with Phone Ninjas system is that Jerry created a Phone Skills Index (PSI) score for each Internet/BDC agent.  

As the agent develops through coaching, and their PSI scores increase, a direct correlation to an increase in appointments can be seen.

Our Internet operations inspections also revealed that a CRM provider had an email server than was blacklisted, which was preventing some emails from being delivered.  How much did that cost this dealer?  Do you have a few gmail accounts that you use to test your own CRM system each month?

It is also important to recognize human behavior in regards to inspection and measurement.  Leaving this task to an internal employee most likely will not get the ideal result.  In some cases, dealer princiapls will not get the honest assessment that they truly need.  

In other cases, the inspection will get postponed as more pressing tasks get pushed on the "inspectors" plate. Can dealers afford not to listen to how their calls are being handled?  Are sales professionals following the proven sales process "script" or making things up on the fly?  Are your emails really getting delivered?

If you don't have an independent process and measurement system in place, you may be fueling your greatest source for lost opportunities.  Plug the hole today.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences 

Brian Pasch

I've made a commitment to read 70 books a year and one of my latest finds is "Great by Choice" written by Jim Collins.

I actually received the book as a gift from Jane Berentson, Editor in Chief at Inc., to whom I am very grateful for the introduction of this book.

Great by Choice  grabbed my attention in the second chapter as Collins tells readers about the two adventurers who set out to be the first people in modern history to reach the South Pole.

The contrast between the two leaders of the expedition parties is what immediately made me stop an think about my business strategy.

Roald Amundsen and Robert Falcon Scott both set a bold goal, just like many entrepreneurs.  One achieved his goal and the other one was frozen to death.

Want To Create 10X Results?

Jim Collins documents business leaders that achieved what he calls "10X" results.  Collins entices readers early in chapter two with this statement: "Let's first look at what we did not find about 10Xers relative to their less successful comparisons.

• They're not more creative.
• They're not more visionary.
• They're not more charismatic.
• They're not more ambitious.
• They're not more blessed by luck.
• They're not more risk seeking.
• They're not more heroic.
• They're not more prone to making, big, bold moves."

Did this list get your attention like it did mine.  

How many times have you read about a successful entrepreneur and believed one of these statement applied to their reason for success?

When you read what are the shared characteristic 10Xers have, I am confident that you will be inspired to read on and complete this outstanding book in short order.

Do you want 10X results from your business?

Are you looking to greatly exceed your goals in 2012 or will you be one that perishes in the cold?  

Start by taking action and order a copy today.

Brian 

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

In the past month I've had the chance to look at a number of dealer websites that are still using Flash technology that is not rendering properly on iPhone and iPad devices. If your home page is using Flash and you have delayed getting a technology update, this is a reminder to expedite that change.

Mobile traffic as well as Apple devices is on a exponential rise and you should be capturing these online shoppers.  In addition to having your main website with cross-browser and device compatibility, you have no excuse to ignore getting a mobile site up and running.

Google Analytics Shows Mobile Device Traffic

Here is an example of the last 30-days of traffic to a dealer website and you can see just how many Mobile devices are using Apple technology.  This report is easily accessed through Google Analytics.

So take a look at your Google Analytics reports and check all your website pages from an iPad, iPhone, and Android mobile devices.    Check service forms, Vehicle Detail Pages (VDP), and any multi-media resources.

Inspect your dealership's mobile usability during the Zero Moment of Truth.  Dealers that have a strong mobile advertising strategy matched with a friendly user experience will be greatly rewarded.

Checking Your Website On Different Browsers

While you are at it, make sure each month someone is checking your website from different browser technologies.  Google Analytics shows which are the most popular in your market. Please do NOT assume that your website vendor has checked every revision to their platform.

Brian 

Brian Pasch, CEO

PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

For many dealers, Google Analytics is not yet one of the standard tools they review each month to provide business intelligence and accountability for their digital marketing strategy.  

I encourage dealers and marketing managers to learn more about Google Analytics in 2012.  There are three free webinars starting in February 2012 if you join the Automotive SEO Study. 

A majority of dealers who are looking at Google Analytics data are using the "base" level functionality and few have setup "Goals".  

Why Setup Goals?

Goals in Google Analytics coupled with Multi-Channel Sales Funnels can start to give you insight into the influences that brought local consumers to your website.

For example, a company comes in to sell you a product/service that claims will drive more qualified consumers to your inventory pages.  How do you measure that claim?  

Another vendor claims that by adding video to your website, consumer engagement will go up 250%.  How do you measure that?  

You decide to invest more in direct mail campaigns for Fixed Ops.  The vendor claims that online service appointments and visits to your "Service Specials" page will increase 150%.  How do you measure that?

Goals, when setup to match your marketing objectives, can be a simpel way to consolidate data for an executive reports each month.

What Goals Should We Setup?

There are four conditions that represent a goal in Google Analytics:

1. A specific page is viewed
2. A period of time on your website
3. Pages are viewed per visit
4. An event

For many dealers the first three will be utilized the most.  For example, according to automotive shopping research, when a consumer visits the "Hours & Directions" page on your website, it is a strong indicator that they will be coming in to purchase a car.

So, if we setup a "Goal" to see how many times a month people are visiting your "Hours & Directions" page, we can also see what outside influences brought consumers to this page.  You may also want to get goals for popular meny choices on your navigation bar which could include:

• Used Car Inventory Page
• New Car Inventory Page
• Service Appointment Page
• Specials Page

Defining a Goal

To define a goal based on a consumer landing on a page, follow these steps:

1. Login to Google Analytics
2. Click on your store, if you have multiple accounts
3. Click on the "gear" symbol in the upper right hand side of Google Analytics.
4. Click on the "Goals" tab on the page presented
5. Click on "Add a Goal"
6. Name Your Goal like "View Used Cars"
7. Paste in the full URL of that page
8. Save The Rule

 Setting Goals For Lead Submission

If your website provider displays a distinct "Thank You Page" after a consumer submits a lead, you can also setup a goal called "Lead Submission".  Just submit a lead, and when the thank you page appears, copy that URL and use it in a goal.

If your website provider is using a programming language like "Ajax" that changes the contents of just the form submission area with a thank you message, you will be challenged to setup a goal in Google Analytics for a lead submission.

Once Goals Are Set - Now What?

Once you have your goals setup, you can then setup your "influencer" rules with Multi-Channel Sales Funnels.  You can reference my previous blog post on Multi-Channel Sales Funnels for more details on how a car dealer can create custom rules that tract their marketing investments.

Wouldn't you want to see which marketing and social media investments are driving more consumers to view your inventory?

As we hold our employees accountable for their sales performance each month, so should you setup goals for your website and hold it accountable for performance.  Google Analytics is one tool to setup the parameters by which a dealer principal can measure performance.

I encourage dealers to request the executive dashboard reports from their vendors or consulting partners to help them better understand, inspect, and adjust their digital marketing strategy.  Google Analytics goals is one of those elements that should be reviewed.

If you are heading to DMSC prior to NADA, I will doing a workshop specifically on Google Analytics and how to use these free tools to gain better insights into the ROI of your digital marketing investments.  

The conference will also have members of the Google Automotive team that will shed some light into future opportunities to leverage Google products to create a stronger presence in the Zero Moment of Truth.  

DrivingSalesTV will also be covering DMSC and capturing some of the highlights to be shared on www.DrivingSalesTV.com.

Brian 

Brian Pasch, CEO

PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

As I have been looking at Google Analytics Multi Channel Sales Funnels, I have to ask dealers if they have misjudged the impact of Craigslist on their  website traffic and lead generation?  

How are consumers finding a dealer's used car inventory?  Is it through Autotrader.com, Cars.com, or is it a combination of Craigslist as well?

Since we have the opportunity to work with hundreds of dealers across the US and Canada, we have tested setting goals on a number of different business objectives.

Get Consumers To View Used Car Inventory

In the case below, we set a goal to look at how consumers get to a dealer's USED CAR inventory search pages.  Here is an example of how Craigslist is driving traffic to a DEALER'S used car inventory pages:

The LAST Source Will Fool You 90% Of The Time

If you look at the LAST referring source, all but one of these LAST influencers to the dealer's USED CAR inventory pages would NOT be attributed to Craigslist, YET the STARTING influence is Craigslist.  

Mmmmmm, do you finally see that the last REFERRING website is NOT the only source of influence!!  I know lead form conversion is important but seeing what investments are influencing your inventory to be viewed by a consumer  is also important because of the calls and walk-in traffic visitors generate.

What does this say?  It says that you better start by getting Multi Channel Sales Funnels setup for your dealership.  You need to start looking at your Analytics data in a new light.

If you don't know how to do this, join the three webinars starting on February 13th, which will show dealers how to setup and leverage this free tool from Google which shows consumer behavior in the last 30 days.  

Join by visiting http://www.automotiveseostudy.com.

Richer Dataium?

You should also consider getting richer data by signing up with Dataium which shows contributing sources for much longer than 30 days.  You can get more information on Dataium's data insights by visiting http://ww.dataium.com or calling Jason Ezell at 704-658-5277.

Refine your digital marketing strategy by using intelligent analytics in 2012!!

Brian 

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

If you are collecting American Express points for your summer vacation and already advertise on Facebook, you might as well get 3X the points until April 22, 2012.  

Today I received an email from Amex outlining the Facebook 3x Advertising promotion which you can read below or visit their website page.

If you have decided to test Facebook pay-per-click advertising in 2012, this may get you moving a little faster! 

Many dealers are testing Facebook advertising so if you have been having success with Facebook, take a minute to share your results with the DrivingSales Community.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

To kick off the new year, I would like to start a discussion on automotive advertising and dealer messaging strategies.

This blog post was inspired by the PCG Pit Stop Conferences where DrivingSales' own  Dennis Galbraith was as one of the featured speakers.

Dennis challenged car dealers to evaluate the messaging of their traditional media investments.  

Dennis asked dealers who focused on "price" or "payment" advertising what the ROI of their investment yielded once the "limited time" sale was over.  

That was a very bold challenge by Dennis knowing that dealers often turn to payment and price advertising strategies on a 30-day window, rather than focusing on branding or creating a unique value proposition.  

The later takes more thought and a comprehensive/patient strategy that spans more than 30-60-90 days.

Looking In The Mirror

So, dealers in the DrivingSales community, I would like to ask you: "Are your Radio, TV, and newspaper advertisements focused on price and payment?  

Do you think advertising a car with a payment like $199 a month on radio is effective?

Could your "payment" based advertisements really be white noise?  

How many OEM's and local dealers are advertising "payments" that sound very similar to your ads?

Can you really be objective?

I think payment advertising is WHITE NOISE.  

•  - Consumers KNOW that every month a SALE is going on at dealerships in their market.  
• - Consumers have come to KNOW that ADVERTISED payments may not reflect their true financial obligations.  
• - Consumers have EXPERIENCED bait and switch marketing in many industries.
• - Price/Payment does not gives consumers a REASON to choose your dealership.

So, the question for dealers today is whether they feel that they need to be part of the herd or is their marketing and advertising message getting away from payments and discounts?

If your OEM is advertising lease payments nationally, should you follow their strategy or build a strategy that focuses on your own Unique Value Proposition (UVP)?  

Do you have a UVP?

What are you finding effective in your market?

What Is An Alternative

I say let everyone beat each other up on Radio, TV, and Print that wants to fight the "My Payment Is Lower Than Your Payment" war.   Your traditional marketing should make you stand out, so think out of the box.

Then use paid search to buy keywords that include the words "price", "payment", "lease", "sale" that surround your brand and also to conquest others.  Jason Ezell from Dataium shared that consumers who use the word "price" in their search phrases are significantly more likely to call or submit a lead.

With that said, have you tested your search visibility for phrases that include "price", "lease", or "payment"?  If you are a Honda dealer, go to Google and type search phrases like:

• Honda Accord Lease
• Honda Accord Prices
• 2012 Honda Accord Lease
• Honda Accord Sale
• 2012 Honda Accord

Are you on page one organicially?  For 99% of dealers the answer will be NO because there is no localized search word in these examples.   These are "national" searches but consumers type these in anyway. 

So you need Adwords to be on Page One. If you are using Adwords, are you on Page One? What does your ad say?  Where does it take you?   Are you pleased with what you found?

Attracting "Price" Conscience Consumers Online Is 5x Cheaper

Don't miss the opportunity to capture consumers who are focused on price during the Zero Moment of Truth.  It's much easier to catch them online then to pay large sums of money for the battle of "white noise".  

Let your OEM and other dealers generate "payment" awareness and capture the low hanging fruit with targeted search strategies for consumers who are payment focused.  

Share you thoughts with the DrivingSales community and Happy New Year!

Brian 

Brian Pasch, CEO

PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch