Rairdon Automotive Group
Rethinking SEO: Why Real Marketing Is Outside SEO and Google
There’s this common thinking that marketing and engaging the customers online means tapping into Search Engine Optimization. And for many people, it’s all about working with SEO professionals who will tweak the site’s infrastructure, paying attention to title tags, Follow and No Follow Links, Meta tags and even the layout of the website and content that is rarely created for actual people to read. The understanding is that if the website is attractive for Google spiders, then traffic will easily stream into the website.
Business owners can’t be faulted for thinking this way, and for its overdependence on Google. After all, Google is still the most used search engine. And according to a press release, Google processes an average of 100 billion searches per month. If one can tap into a small percentage of the searches, just imagine what it can do for your business! But don’t get too excited, SEO may be overhyped online as the marketing of choice, because SEO is not marketing. More to the point, SEO should not serve as your primary tool when it comes to marketing your business.
Market Your Business to Customers, Not to Google
The problem with SEO and why this is not marketing is that there’s no human element involved. Marketing is all about engaging potential customers, and drawing them to try out your products and services. This is not the case with search engine optimization. In real marketing, there should be a direct interaction between customer and client. Sure, this relationship is present when one taps into SEO, but unfortunately you are the customer of Google. Remember, Google will not buy your products so why waste time and resources boosting your site’s standing in the eyes of Google? You can say that SEO is not marketing, rather appealing to a cold infrastructure called Google.
There’s no denying the fact that customers will find you through Google, and your standing on SERPs will increase your chances of being clicked first. But keep in mind that there are other ways customers can find you online. Customers will find ways to find you if they know you. Potential buyers will find you if they heard (or read) good things about you. For example, if you have established your business as a reputable provider of car parts and accessories and you back it up with premium customer support, then customers will find you only irrespective of your position in SERPs.
A customer will find your site through Google because he is already looking for you, and he is already a ‘lower funnel customer’. This is a customer who has already made up his mind and ready to purchase due to actionable marketing tools like PPC or even the use of traditional media like newspapers.
Using SEO for Google is not marketing; marketing is engaging your customers directly and in a personal manner.
Marketing Should Have a ‘Personal Touch’
Now is the best time to understand what real marketing is. Real marketing and advertising is reaching out and showing customers what you are. The best form of marketing is one that has a human element- this can be done by writing contents not for search engine spiders but for actual readers and tweaking the site for the readers not for Google. Your website is marketing yourself, marketing your products, marketing your sales people. So make sure that the website has the elements and contents that ‘can talk to people’ and entice them to learn more about your business.
SEO has its place online, but when it comes to marketing and engaging customers don’t get lost.
Don’t fall into the Google trap- Google is not your customer, rather you are Google’s customer. Don’t build for Google, build for your customers.
Rairdon Automotive Group
Holiday Advertising - Why all the hate?
Lexus Holiday Ad http://www.youtube.com/watch?v=wA_l1jdqevs
Acura Holiday Ad http://www.youtube.com/watch?v=GhyLD2tWcKU
As an industry we are no stranger to holiday ads this time of year. Manufacturers have been using holidays to increase sales for as long as they’ve been making them. Both of the above ads are for holiday sales. Both are considered higher end vehicle lines. The idea of seeing someone give their loved one a car for Christmas in the commercials is nothing new. But what is new it seems is the reaction these ads are getting online.
Lexus is getting slammed left & right online for their indifference in which they purchase someone a car as a present. Here are just a few quotes when I searched “Lexus” on Topsy.com
When are they going to air the commercial where the recipient of a car in a giant ribbon says, “A LEXUS! We can’t afford this, you idiot.”?
If you surprise me with a Lexus be prepared to be dragged behind it.
I guess I’m different. That jingle from the Lexus commercial just makes me want to change the channel not give a car with a giant ribbon.
Related to my tweet about those Lexus ads... "Are you a millionaire? Then you probably don't give out cars as gifts." http://t.co/4Z5XJYk3
Not buying your wife a Lexus for Christmas is the same thing as calling her a fat c**t & punching her in the face.
Feel bad about wishing those Lexus cars with bows explode when started.
I didn’t even have to scroll down the page to find these. They are literally the 1st five posts that show in the search. Don’t believe me? Try it yourself.
Using the same site, Topsy.com, run a search for Acura; what shows? There is only one mention of their commercials:
Gordon Ramsay Stars in New Acura Commercial: Gordon Ramsay stars in Acura's brand new commercial for their holiday ads
You will find nothing negative about the commercials, no negative comments about the brand. What you see are the normal discussions of a car manufacturer.
Why the difference? They are both selling cars, are they not? They are both capitalizing on the holiday season to promote the sales on their vehicles aren’t they? Why then is Lexus is so poorly received when EVERY other car manufacturer out there is doing essentially the same thing?
It’s their marketing approach! Remember it is not what you say, but how you say it. Lexus is showing people giving a $37,000 car as presents, which is simply not something most of the population can relate too! Even those that can afford to buy a luxury vehicle would more than not buy a car for their spouse without talking to them. Think about it? A car purchase is typically your second largest debt a month, unless you pay cash. Which many of us cannot do and now you are looking at a financial commitment for years to come! That isn’t really the type of thing you just buy for someone without them being involved.
But Acura is taking a completely different approach. Their emphasis is on the holiday spirit and of the time of year, acknowledging peoples tendencies to over indulge, and spend too much! But at the same time appealing to their need & instinct right now to find the best deal available there is. Their approach is one that people can relate to that and their approach is one that will get people interested. The commercials reiterate that “over-the-top” holiday approach with people like Gordon Ramsay & Bette Midler. Acura has done what it has set out to do, to successfully, and positively to connect with their customer base and get their attention in “it’s ok to spend, and indulge”.
So are you marketing correctly to your customers this holiday season?
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17 Comments
Dara Moore
Rairdon Automotive Group
Please tell me you really didn't just post that and spam me Alex?
Eric Miltsch
DealerTeamwork LLC
(Comment blocked Dara.) Dara, very nice overview. This is all part of the change happening within Google (See: http://www.drivingsales.com/blogs/ericmiltsch/2013/09/26/google-announces-new-algorithm-hummingbird) Customers will still turn to search engines, but their behavior is changing. People are asking different questions and their searches will continue to evolve. Remember when people would search one word phrases, then they began using two, three - even 5 word phrases - to find more specific results? That's where we're headed & there's is still a huge opportunity to play within Google new rules, market to consumers and do exactly as you say: "market to them with a personal touch!" What's one of the best ways to connect with a consumer? Answer the questions that mean the most to them. Who hasn't heard the question, "What are the best car dealerships in Orlando Florida? or "How do I trade-in my used car at a car dealership?" Answer them effectively and you may just help someone.
Dara Moore
Rairdon Automotive Group
Eric, you didn't have to block his comment. I like poking fun at the vendors that get spammy and have no problem calling them out on it. :) Thank you. People will always still want to find that human connection element. Being able to attain that in a digital world will be more important than ever. Show you are real, that there are people behind the keyboards, the phones, the iPads we stare at all day and see your customer interactions change for the better.
Allyn Hane
Coastal States Automotive Group
I look forward to the very near future when Google will pull all of your marketing data down to the individual level as soon as a prospect walks into your door or drives into your lot. It's context marketing. Imagine that when John Smith walks into your store, immediately your low-powered blue tooth store "hub" will ping his cell phone or Google Glass and tell you: -age, sex, income, marital status, employer -current credit score, was it run today? by who? where? -what's he drive now? what is his payment? lease or buy? -what did he look at on the web in last 24 hours, 7 days -where did he stop today b4 coming to you? other dealerships? same makes? -did he apply for financing at those? -based on all of his criteria, what is he likely to want to drive when compared to his personal history and those of the millions of others who share similar habits? etc etc etc the idea is that when John Smith walks in, you can provide him with the very exact car on your lot that will fit his personal preferences so he can now be in and out in 30 minutes rather than the countless hours it may take now to get through the buying process. You can also tailor the entire experience to his personal preferences (because you will know what they are) - giving him exactly what he wants. Does he prefer to work with a woman, a man? Is he the type who will want a complete rundown of all the car history or details? Will he care mostly about the interior or under the hood? What colors does he prefer? Does he drink coffee or tea? This is personal convenience- and this is where Google is heading. So before you know it, the only thing that will separate dealers in this world of big data and technology is;;;; yep, their awesome people! You will hire the exact people who are there to provide the personal experience that your customers want.
Aaron Schinke
DealerFire
Great article Dara! While I don't completely agree, I do applaud you for thinking bigger and actual thinking like a real marketer. It's the same problem in the real marketing world. People thing marketing IS advertising just like people think SEO IS digital marketing. While in reality they are both pieces of the bigger puzzle. Now, why I disagree, is much like Mr. Miltsch said, If you are doing SEO right, it can in fact have a personal touch... and it should! The auto industry needs to wake up and think bigger! Be real full picture marketers!! Great work Dara! Keep it up!!
Dara Moore
Rairdon Automotive Group
Thank you Christian and Aaron. Christian I look forward to meeting you finally and hearing you at DD15. Aaron the tactics many vendors take with SEO is why I have been put off from it from the beginning. The approach taken is cold, calculated, cookie cutter, one size fits all with little thought to the store or the customers. I always tell people I am good at what I do because marketing is selling to the masses. It is my job to sell to their emotions to get them in the door. Too many people take the emotional connection out of marketing.
Aaron Schinke
DealerFire
Couldn't agree more. So the problem isn't that SEO isn't marketing. It just that we as an industry (and we vendors are guilty) still suck at it. The thing is that good SEO is hard work. It's not completely scalable. The margins just aren't there so we do that parts that are easy and programmable. The big secret is that showing up is really freaking easy... but what if someone ACTUALLY reads what on that page? I run into this ALL THE TIME working with dealers. "well X company can build landing pages for $50 per piece and they rank first." Well great. but what happens after someone clicks. THAT is what needs to come around and what I'm trying to focus on. It's most certainly a balance, but we've got to start to start pushing back a little!
Aaron Schinke
DealerFire
Holy typos Batman! @Eric Miltsch where is the edit button on these comments? ;)
Dara Moore
Rairdon Automotive Group
"The big secret is that showing up is really freaking easy... but what if someone ACTUALLY reads what on that page?" EXACTLY! That is why the best thing to have on your website is content that people want NOT what the search engines want. The engines will find you and rank you and show you. Your visitors will bounce and never return. It's that simple.
Brian Pasch
PCG Consulting Inc
Bravo Dara!
Dara Moore
Rairdon Automotive Group
Wow thank you Brian.
Timothy Martell
Wikimotive
The real issue is the understand of what SEO is and what marketing is. Dara, like so many car dealers, associates SEO with the $|-|i+ that the majority of website vedor's and "automotive seo" companies pass off as an SEO service. SEO isn't the cold calculating pile of crap Dara illustrates in this article. Just like all car sales people don't look like they came off the set of the Jersey Shore and aren't out to lie cheat and steal -- some might be, but not all or even most. There is a tremendous lack of true content marketing in the automotive retail vendor world and so most are left with the impression Dara mentions. Its a two part problem, because most dealers aren't familiar with a easily identifiable association with what content marketing is. They know SEO, PPC or SEM, SMO, SoMoLo - buzzwords. As vendors we can make up all the acronyms we want, none of it is worth a dime. Successful marketing IS by definition creating a form of content in a type or type(s) of media that reaches AND connects with a target set AND incites a desire to take action. Perhaps its the successful word that is so frequently left out. Anyone can make up a BS shiny thing and call it marketing, but if it doesn't reach, doesn't resonate, and doesn't create within the intended audience a desire to take action, then it isn't marketing. And if there are still vendors out there building landing pages with crammed in keywords and calling that SEO, dealer's need to wake up and realize they're not paying for marketing - hell they're not even paying for SEO - they're paying for website demolition and should stop IMMEDIATELY! Great article Dara - really puts a bright shinning light on an important issue.
Timothy Martell
Wikimotive
If only you could edit your comments... Seriously DS - fix that. Should have read: The real issue is the understanding of what SEO is and what marketing is. Dara, like so many car dealers, associate SEO with the $|-|i+ that the majority of website vedors and "automotive seo" companies pass off as an SEO service. SEO isn't the cold calculating pile of crap Dara illustrates in this article. Just like all car sales people don't look like they came off the set of the Jersey Shore and aren't out to lie cheat and steal -- some might be, but not all or even most. There is a tremendous lack of true content marketing in the automotive retail vendor world and so most are left with the impression Dara mentions. Its a two part problem, because most dealers aren't familiar with a easily identifiable association with what content marketing is. They know SEO, PPC or SEM, SMO, SoMoLo - buzzwords. As vendors we can make up all the acronyms we want, none of it is worth a dime. Successful marketing IS by definition creating a form of content in a type or type(s) of media that reaches AND connects with a target set AND incites a desire to take action. Perhaps its the successful word that is so frequently left out. Anyone can make up a BS shiny thing and call it marketing, but if it doesn't reach, doesn't resonate, and doesn't create within the intended audience a desire to take action, then it isn't marketing. And if there are still vendors out there building landing pages with crammed in keywords written for search engines and calling that SEO, dealer's need to wake up and realize they're not paying for marketing - hell they're not even paying for SEO - they're paying for website demolition and should stop IMMEDIATELY! Great article Dara - really puts a bright shinning light on an important issue.
Allyn Hane
Coastal States Automotive Group
Timothy - I agree whole heartedly with what you wrote. Especially when you say "if it doesn't reach, doesn't resonate, and doesn't create within the intended audience a desire to take action, then it isn't marketing." To me, the fault isn't always just with the SEO company and their "poor content." The user experience of many websites is lacking horribly as well. A writer could bring in 1,000 words of carefully researched, unique and engaging content that causes grown men to shed tears, but the platform it goes on still has the functionality, look and feel of a 1998 free GeoCities page - thus no one will ever care. To me, SEO is an overall look at the context. This includes how the user got there, what they see when they arrive, the content presented to them, and the user's overall experience with the site as a whole. AL
Dara Moore
Rairdon Automotive Group
"Anyone can make up a BS shiny thing and call it marketing, but if it doesn't reach, doesn't resonate, and doesn't create within the intended audience a desire to take action, then it isn't marketing." Exactly! I couldn't have said it better myself Tim! Allyn don't even get me started on UX on most dealer websites. Trust my most the ones within my own group aren't too nice either so I'm no one to say anything and I have over 7 years designing primarily automotive websites. But there is still that management mentality of "more is better" but that is a whole other topic lol.
Allyn Hane
Coastal States Automotive Group
Hi Dara - I was looking for the "like" or "+1" button on your comment but I couldn't find it! :)