The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

3 Simple Steps to Creating a Solid Content Marketing Strategy

ABOUT THIS EPISODE

Episode 51! 

In the past few sessions we have had some super guests discussing some insanely valuable strategies and tactics. 

In episode 49 “The Sales Lion” Marcus Sheridan said we need to be the “Wikipedia” of what we do. He dove into how big of a mistake dealers are making buy allowing the Edmunds and Cars.com etc. produce all the content. 

Check out Marcus Sheridan’s appearance on DPB here.

Then if you heard episode 50 with Convince & Convert founder and best selling author of the book “Youtility” said we don’t need to be the “Wikipedia” about cars, but producing content people are interested in every day. Not just when they are in market. 

Check out Jay Baer’s appearance of DPB here.

Do those sound like opposing strategies? Well in this session we dive face first into how you can marry these strategies together and how it will benefit your dealership. 

Here is a preview of a easy two step process that will take your content creation to the next level.

1. Google Trends 

This powerful tool will help you dial into your specific region and what topics are popular with them online. This is a crucial first step in creating a powerful content marketing strategy. Michael Cirillo breaks down the step by step process in this session. 

Get dialed into Google Trends here.

2. Keyword Tool 

Once you have done what Michael discusses in the step above you will take that information and plug it into a Keyword Tool. KeywordTool.io is the one Michael is using but if you have another preference you can use that as well. You will learn how a keyword tool works and how you will work into your content strategy. 

Michael Cirillo’s favorite keyword tool here.

3. Content Editorial Calendar 

Once you have the “hot topics” in your region you need to hammer out the content. Michael delivers some powerful tips to help you create awesome content and how a editorial calendar will make your content strategy better and easier. 

That is just a taste of the valuable and actionable content that this episode is packing! Let us I know what you think! 

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Twitter here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.

 

This is the dealer playbook, episodefifty three. No, dude and dude fifty one, episode fifty one,Yo, fifty one, hundred and fifty one. Oh, I thought youhad episode fifty one. Let's go. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. Andnow your hosts, Robert Weissman and Michael Cirillo. All right, and weare here in session fifty one of the dealer playbook podcast, where every singleweek we're sitting down with the WHO's who in and out of the automotive industryto share actionable insights with you, today's automotive professionals. My name is MichaelCirillo and I am joined today by my man, my partner in crime,Mr Robert Wiseman. was going on. Dude, man, what's up?You know what? Love and doing this. We're trying something new. I gotpeople watching in on periscope right now just getting the behind the scenes and, you know what, I love what's going on. We're getting so muchlove on twitter. I just wanted to shout out a few people, youknow that are listening in, who have given us some pretty crazy feedback onthe twitter. We got at Michael Rita Otto. Michael Rita man send usa cool shout out the other day. He said at Michael a Serrillo,your show motivated me to go above and beyond the typical salesman. Thank youfor your wisdom. I love the dealer playbook. Dude, we love you. We apreciate you listening in. Here's a couple other people. We gotKina Moore and as if premg man. These people been shouting us out alot on twitter, so make sure you're following us on twitter. We'd loveto hear from you at dealer playbook and if you're going to tweet something thathas is going on with the show, Hashtag DPB. That's that's where we'llcatch you. Would love to get your feedback here, your you know,success stories here, your favorite episodes and the things I really stand out touse follow us there at dealer playbook and Hashtag DPB. So today we're goingto do a solo show. There's a couple of cool topics that were vibingon and we wanted reference, you know, some of the past guests that we'vehad on the show that have dropped some Freakin power bombs and you know, as Robert and I sat down and tried to identify what we wanted totalk about in this solo show, there were some really cool concepts that stoodout to us that we want to share with you today's automotive professional. So, Robert, you ready to dive into this? Yeah, man, I'mready and I just wanted to before we dive in, I just wanted togive a shout out to the to the the three people tuned in on PairsGo. Absolutely is more than that left. Just kidding. Yeah, and youknow what, for those of you listening in, I'd love more followerson periscope. It's such a cool new medium that nobody's quite figured out yet, including myself, and it's fun to just get in there and periscope.You can find me there at Michael Acerillo, and on twitter at Michael a Serillo, and then, of course, Robert Weisman, at Robert Wiseman.Love for you guys to follow us there.

Show US some love. Will showyou some love back. So let's dive into this. We've had somepretty freaking incredible guests over the past fifty episodes of the show and you know, we talked about we don't keep any secrets, that we learn so muchfrom these guests, and the thing that's really stood out to me lately isjust the validation behind what some of them has said, you know, whenit when it comes to your online presence and wanting to, you know,rise above the clutter and dominate the website, to speak. I feel like stillonline. Is this this topic that has so much mystery surrounding it,and I try to identify what all of the reasons are that there's so muchmystery surrounding the web. And really there's a few things that come to mymind and and I think the first one on just to get the conversation going. I don't know how you feel about this, but I feel like,you know, you go to these conferences, you listen to the web in ours, heck, you might even be listening to the dealer playbook podcast,and there's people who have varying opinions and stances on various topics and when peoplelisten to that, they don't quite, you know, know how to putall of that information together so that it's cohesive and so that it makes sensefor them, and the result is that you have a lot of he said, she said, said, they said, you know, I'm doing it theright way. No, I'm doing it the right way, and there'salways these big arguments that arise. Everyone's trying to validate their opinion on onhow things should be done. What do you think is that? Is thataccurate or, on my totally in left field? Well, man, you'realways in left field, but you're right when it comes to this that.I mean, it's so I mean, how do you? How do yousolve that? And that's what we want to talk about today. There's somecool things that I want to reference, some cool power bombs. I wanta reference from the past couple episodes of the show, for example, episodeforty nine with Marcus share it in the sales lion. He had some prettycool, you know, content marketing ideas that dealerships can start implementing today.One of them was that dealerships need to be the wikipedia for what they do. And you know, that's really cool information because when you when you considerhow much information is out there, autotrader produces information, edmonds produces information,carscom produces information. His argument, and I agree with it, is thatwhy would you give your ability to educate people to third parties who then distributeyour potential clients to other dealerships, right. And so he talked about how youneed to focus on becoming the wikipedia for what you do. Now,traditionally speaking, I think dealerships when they hear that, they might be thinking, well, okay, so I need...

...to get information about all of thevehicles that I have on the lot. I need to be getting walk aroundvideos, I need to be doing testimonial videos, I need to be doingall those sorts of things. But there is they do need to be doing, which they do need to be doing absolutely. But if you then jumpto episode fifty, our most recent episode of the dealer playbook, featuring Jaybear, you know who, by the way, Marcus and Jay Bear,Marcus Sheridan Jay bear, good friends in fact, if you notice, ifyou've read the book utility by Jay Barry, you'll see that marcus actually wrote theforward for it. But you hear a slightly different opinion. Jay Bearsopinion was that you're not gonna out cars, docom. Exactly's thecom exactly? You'renot. You're not going to out CARSCOM and you're not going to outedmonds and all of these. They've got so many years worth of information thatthey've been providing. You're not going to oust these these other, you know, third parties by simply just focusing on becoming the wikipedia for what you do. So his suggestion and he admitted, he openly admitted on the show thatthis would be kind of freaky for most dealerships to jump in on. Hebrought up the fact that instead of just talking about the vehicles that you haveand instead of, you know, talking about the different services that you have, that you want to actually focus your content marketing strategy around topics that peopleare interested in today. I think the statistics do you do you remember whatit was? I think he said something like eighty or ninety five percent ofpeople are out of market for longer periods of time and then five, itwas at five percent or in market. Yeah, something, something on thoselines. You're right, because this, you know, they're only going tosee the stuff about your cars. That's a certain level of funnel by oryou know person that's, you know, in market for sure. Yeah,people are. People are out of the market there. People aren't looking forcars every single day, especially people that have just purchased a vehicle. They'renot necessarily in the market to buy another vehicle today or maybe even for thenext two or three years, but every day they're in the market for goodinformation. Absolutely so. So with that, what what Jay Bear suggested is thatyou get a blog on your website, and he threw out a really crazyone. It was. It was to add the what was it?The add the little league scores to your website and send them out in aweekly newsletter, a monthly newsletter. The other one that I thought was geniuswas blog about road trips and the things to do along the a. Sowhy is that genius? I think because that's that's information that people are searchingout anyway and it's about topics that they're...

...interested in. And his argument wasthat when, though, when the ninety five percent eventually become the five percent, they're not going to shop around to look for who they should be,you know, purchasing a vehicle from, because you've built a relationship with them, you've service them already with with the information. Yeah, exactly. So. So they're going to be there's going to be a level of loyalty andtrust with you. They're just going to come straight into you and purchase.So that was his argument. Now you have these two content juggernots, okay, these content kings who have slightly opposing views, but the question is,do they really okay, Marcus is saying become the wikipedia for what you do. Jay Bear is saying don't be the Wikipedia for you do. Be Thewikipedia for things that you know the regular joe is looking for every single dayof the week so that when they you know, so that when they're inthe market to purchase a vehicle, they'll be loyal to you. So howdo you bridge the gap, because I think you know, most of thetime in the industry we hear those opposing views, not realizing that there isa way to marry them together so that they work well. So I thinkthat's that's a good place for us to kind of to jump into. Okay, we want to talk about a strategy that I use that you know,a load of successful k high highly successful online marketers use to help them identifyhow they can kind of bridge the gap between becoming the Wikipedia for what theydo and Building Authority that way and then addressing topics that people are interested inmajority of the time and also becoming an authority of that way. So I'mgoing to just give kind of a quick overview, step by step, kindof Action Plan that those of you listening in can implement so that you havea solid content marketing strategy that will help you dominate your market, build authorityand expertise and make sure that you're attracting high quality automotive shoppers or automotive buyers. K now, the caution with this is that you may not, okay, you may not see an increase in traffic to your website. Okay,let me repeat that. You may not actually see an increase in traffic toyour website, but what you will see happen is leveraging existing website traffic andyou'll you'll likely notice an increase in leads. We've seen this all the time.We've got some really cool case studies with some dealerships that we work withwhere website traffic actually decreased and their leads increased by thirty or forty percent duringthat time period, and it's phenomenal stuff. But that's what you really need tobe focused on with this. You shouldn't keep your eye on increasing sitetraffic if you don't already know how to leverage existing website traffic, and that'swhat this is going to help you do. So let's just dive into this strategy. It's going to help you guys...

...out. It's really actionable, it'sreally simple. Okay, the first thing that you want to do in orderto kind of marry the concept to becoming the Wikipedia of what you do andproviding content that people are interested in every day of the week, is areally cool tool. Google provides it. It's absolutely free. It's called Googletrends. Will link you up in the show notes, so you get directaccess to that. So make sure you check them out at the dealer playbookcomforward fifty one, and what you can do in this tool is actually justenter in a search term. So, say you're a Ford dealer, youcould just type in Ford and click search and then refine your search by theregion that you live in so that you're getting more accurate data. You don'tyou don't really necessarily want the national data. I mean, it's not going tohurt you, but let's start with just finding out what the trends arein your area at this given time period. The cool thing about Google trends is, once you kind of drill in that deep, you're going to geta good overview of how the topic of Ford is trending over an extended periodof time. You can look at it from the past month, the pastfew weeks, the past year, the past, you know, quarter,whatever. And once you've identified a topic like Ford, what you do isyou go to a keyword tool, and I'm really I'm really digging on oneright now. It's keyword tool dot ioh and again we'll link you up inthe show notes to that. And what it does is it plays off ofGoogle's autosuggest feature. You know when you do a Google search and you youyou type something in, you just start seeing the autosuggestions. Well, Googleis is autosuggesting that data to you from this massive database that they have thatbecause, I mean, like, let's face it, they track every searchthat's ever happened since the dawn of you know, the Internet, essentially,and they use that data, they present that data back to you so thatyou can see some of the hot searches that have happened most frequently. Sokeyword tool dot io is really powerful because it uses that that database or thatautosuggest feature that Google has in you can then cross reference the the topic thatyou've seen trending from Google trends into this keyword tool to help you get insightsinto whether or not that's really a hot topic or not. Now the thethe cool thing about that is, once you have that validation, you canthen start to chart out a content strategy surrounding that topic. Now, rememberearlier when I said that you don't want to necessarily just primarily be focused onyour make model content. I mean you do want to have that, butit shouldn't be your primary focus because, and Robert, you know, weknow this very well and you know this very well, there's so many otherthings that you could be talking about at the dealership level, like, youknow, the frequently ask questions. There's, I mean they're wealths of content opportunitiesfloat around dealerships. Yeah, exactly.

So you could take your frequently askquestions. You know what would an example of a frequently ask question thatyou heard a lot when you were work from the work in the front line? Well, you can do them in sales or even in service too.But I mean you can have people that are like just particular, what's thegas mileage on x vehicle. That's something that gets searched all the time,things like how to change the headlight. Okay, so you could, actuallyyou could. You could take that, put that into Google trends, seeif that's a hot topic in your area over an extended period of time andthen go over to the keyword tool. You know, again keyword tool thatI oh, or you can use Google's free keyword planner. It's not asaccurate, but you know, a lot of top SEO experts still, youknow, still use that tool and I still use it and and you cantake that frequently ask question topic, put it into trends, find out ifit's trending over a period of time in your market place, if it's ahot topic, Cross reference that to a keyword tool and that's going to validatefor you whether or not that is something that you should be creating content on. So in so doing, you're finding out what you should become the wikipediafor, you know, for the things that you do, but you're alsofinding out right away, straight away, what people in your market are interestedin so that you can give them that information, you know, and andso doing it this way, you're really bridging that gap between what Marcus istalking about and what Jay bears talking about. It's much easier to get eyeballs onsomething that people are interested in, you know. Well, and that'sjust every we talked about this all the time. Dealers go what, whatshould I be talking about? You know, I'm sitting on top of this fiftymillion dollar a year business that has eighty six employees and several different departmentswith product services, you know, and cool offers and cool things that peoplewant to see. What should I talk about? And I say just that. How about you talk to the your customers or your potential customers about thethings they are interested in? And then the follow up question is always well, what are they interested in? Well, again, this is what you cando to find out what people are interested and that's the thing I loveabout doing business on the Internet. There's so many people out there going stupidInternet man. It ruins such a good way of doing business. Ill,all I had to do back in the day was throw, you know,splash some pictures of vehicles on a page in the newspaper. All I hadto do was blow up the freaking big grill on and well, blow upsome balloons. Yeah, I don't understand how busines this was even done preinternet, you know, like any business, it was done with FAC simile.You know, it's like you know, and that's just it. It's notstupid Internet, and I know a lot of people still feel that way. They're going, man, the Internet,...

...so stupid, right. But it'slike everything about doing business online can be tracked, measured and analyzed.Never before in the history of our planet have we had such abundant access todata, one of those data points being that we can find out much fasterand watch with with much more clarity what people are actually interested in learning about. And so what do you speak to people about? You speak to themabout the topics that they're interested and I mean, have you ever been ina conversation with someone where they're speaking, they're trying to you're trying to holdover this conversation with someone and you have zero interest and what they're talking about? You talking to me on a regular basis, yes, on a minuteby minute the word of once a day, every time I talk to Michael,you know. And so, anyways, the thing is that you know,you want to speak to people about the topics they are interested in andget that information on your site and don't be afraid. Okay, don't beafraid if it's not the standard year, make model, you know, ComparisonInfo, get, you know, dive in, start seeing what happens.If you do find out that tons of people in your market are taking thedrive from well, Robert, let me ask you in your part of thecountry, what is like a typical routine drive that people would make, youknow on a frequent basis? Like are they commuting from where you're located toanother same from like thirty minutes to an hour? Yeah, thirty minutes toan hour. Well, I know. Okay, what I would find valuablethat that's the same for me, right if I want to get into thecar and do like a costco run or something, I'm driving thirty minutes andI have three kids and guaranteed, okay, guaranteed. Anybody who has small childrenknows this. Guaranteed, the minute you get in the car and farenough away from your house, one of them is going to go, I'mabout to pee my pants right dad, I got to go to the bathroom. It's like, dude, I told you, I asked you if youhad to go and you're I didn't have to go to thirty seven seconds ago, and it's not a preview. Like d I think I gotta go thereat like deathcom five, like dude right, they're scrambling the jets and and they'relike doing the dance in their car seat. And so, as aparent, knowing that I make that drive frequently, imagine information that was likehey, traveling from here to here, here's the places you can stop withyour kids, and it's like, boom, here's a restaurant, here's a reststop. Boom, here's a place to get ice cream, here's thehere's a cool pizza shop. Those are things that people are looking for,because I'll tell you what, I've lived in this area for like twenty yearsand I make that thirty to forty five minute drive regularly. But guaranteed,you know, there's other things that come up, not just bathrooms. Okay, it's more of a rural area, so there's not much between where I'mlocated and where I'm headed to. You...

...know, a couple of gas stationsalong the way, but guaranteed my kids are also going to be like,Dude, Dad, we're starving, you know, or whatever it is.And so if if I can pull up on my mobile phone some quick information. All right, cool, there's a there's a cool pizza, you know, pizza parlor like five minutes from here or whatever. Can Get something light, light snack, grab my light snacks. Yeah, the Meat Lover's pizza life. That's a that's valuable information. So you can, you shouldn't beafraid to experiment with that. As far as servicing them, you know,it's just builds a trust factor. That's they won't forget, you know,like the one with like the little league scores and stuff like that. BroThat's real smart man like, because people are so involved in like their communitiesand with sports and so or, you know, auto dealership only seems likeit should be there. It seems like real Friday Night Lights Ish. Yeah, yeah, you know. Well, and here's the thing. I thinkyou know the the general tone is, Hey, Mr Dealer, miss adealer, you need to be doing x, Y and Z with your content,content marketing. In the general tone. I don't know about you, butmy observation is you get the hey, nobody got time for that. Yeah, you know. And and another thing, though, is Michael,that I mean, what do you think, though? Okay, so you givethe full you know, great, you know step by step on youknow the keyword research and stuff, which is obviously important. Yeah, butwhat about all this if they say, if they really don't have somebody that, you know, knows how to then create that execute that piece of content? Yeah, absolutely, to appeal. So I mean that has to bestrategies, one thing, but execution is going to be really key. Correct. Yeah, absolutely. I think you know what. The first step hereis acknowledging no, I am not just a dealership, I am a businessand in most cases I'm up between a twenty million and fifty million dollar ayear business. And the reason I bring that up is because the first stepis run it like it's a business. Don't you feel like sometimes? Imean, I own a business and I want to be so involved in understandingthe various aspects of how my business functions. That way I can hold people accountable. So I bring that up first, because let's say you don't have somebodythat can shoot, you know, bite this off and chew it foryou internally and you need to hire an outside source to do it. Ifyou at least understand what's involved in it as a business owner. You andand look, we're not just talking about dealer principles here. We're talking aboutyou, the automotive as professional, because we say this all the time.You are an automotive Preneur, you are a business owner. If you,if you can get into that mindset, you'll be much more successful. Butyou will are then empowered to hold those that you work with accountable, justlike you would your employees. There's so...

...much of this Freakin us against them. You know, we even experience this in full transparency. I experience thiswith some clients and I say, dude, it doesn't work this way. Let'scounsel with one another, right, let's work with one another, andI fully expect you to hold me accountable because I expect you to also understandwhat's involved in the work that's being done. Now, there's some pros and conshere that I see. The first one is you can absolutely hire somebodyin house. In fact, we're seeing we're seeing dealerships do this all thetime. They're hiring an individual to oversee the marketing that that gives them whatthey feel is greater control, and I don't necessarily disagree with that. Thehard part that the hard part for me to swallow when it comes to doingeverything internally is that you're you are essentially accepting the the expense of building yourown agency, and it's not enough to just have one person. Okay,it's it's like well, and you need more than just a marketer, becausea marketer does absolutely you're great at writing up, be in writing articles andand that long form or short form pieces of content that are going to beinteresting to people every day. Can't be said. CRAPPOLA. Perfect example ofthat is Mrs Leblue, right, Tammy Leblue, and she was working inher niece on dealership. Not only did she have to duplicate herself, butshe hired a full time graphic designer who rolled with her. Like when wego to the conferences and stuff, when we meet up with with Tammy,she'd have for graphic artist. Like Dude, she employed a graphic designer. Soyou're not going to be good at everything. You might hire somebody that'sgood at, say, content, and maybe they got some Seo Chops k. But what about funnel creation, email marketing? You know trip wire offers, creating offers, promotional offers, social media marketing. What about the graphicgraphic design? What about all of the various aspects? So that's that's kindof a tough pill for me to swallow when it comes to hiring inhouse.And then ready for this, what's to say that that person won't jump shipwhen they get an offer, a better offer, from some other dealership?Now you're freaking hooped. You've got somebody who's got access to everything who's nowjumped ship. You've got to try and figure out how to hire a newindividual. And I've seen this right I show seem shuts down, shop shutsdown. You're screwed. So that's you know, I'm not saying all ofthis just to create a whore story for everybody, and that's whore roar storyfor everybody. But you know, that's really kind of the fact of thematter. For the same price, K on the flip side, for essentiallythe same price, that you would likely hire somebody to do all of thatin you know, do all of that work, plus the overtime, statholidays, the headaches of babysitting somebody,...

...all those sorts of things. Youcan get a team of five or six, you know, individuals who are specialized. Kay, I almost sad, experts, but I don't fully agreewith the term expert, but people who are specialized. For the same pricethat you would hire one person internally, you can hire, for you know, an agency who has now people who specialize in social media, content marketing, graphic design, video creation, etcetera, etc. I mean, and it'sto the point like this. To Be Realistic, to do this,I think, like fools full head on steam. You if you if youwant to, just if you think hired one person is going to be thesolution, man, you might as well hire nobody for it, because there'sno way one person can be Yep, I'm a designer. They do threehundred, twenty seven different things. You know what I mean? I'm adesigner, I'm also the writer, I'm the, let me guess, tothe leads. I take photos, because I'm the the Internet guy. I'malso, for some reason, you believe I know how to work on acomputer. That was is the best you know, and then you see thisperson in action and they're freaking one finger on the keyboard typing. You know. I mean look, unless you unless you've created some anomaly where your contentmarketer is like God himself, there's always going to be breakdowns in and whatyou might have been sold on with, you know, having an individual doit in house, versus what you might be able to get with an agency. Now this leads me to one other thing, and I feel like I'mkind of ranting here, but but I'm not. I'm just really passionate,K and Robert and I are really passionate about giving you information that you cantake to the bank. K and this is a hot topic. We hearso much about this. So what this is leading to is, yeah,but I always have so many problems with my my vendor. I always haveso many problems with my agency. I never get the things that I want. Well, the reason for that is because I'm just going to lay thison the line. If you hate me for saying this, hate me inthe form of following me on twitter at Michael a Serillo. AMMY. Knowthey're Kay, but here's the thing, right, here's the thing, okay, the reason you hate your vendor and the reason your vendor doesn't seem tobe, you know, working for you, and the reason dealers are freaking switchingtheir vendors like they change their underwear. Okay, in some instances, isand as often as others. But that's a that's a different show.The reason is is because you've been conditioned to have that type of relationship withthem and they've been conditioned to have that type of relationship with you. Butcome on, guys, this is business, okay. Your objective is to notjust have the OH, they're my vendor, they do everything I want, rely on their expertise, many their specialist I know this sounds weird becauseI'm, you know, technically a quote...

...unquote vendor and I'm sitting here advocatingfrom my competitors right now, but I you know, the nonsense has tostop. Look, if your vendor is just hiring a bunch of loans andthey're just not capable of servicing you, that's a different story. But haveyou set the stage as the business owner, okay, as the accountability partner,have you set the stage for a crappy relationship at the onset by treatingthem, or them treating you like you're just another number, you're just anotherpile of revenue. Sit Down Together, counsel with one another, make planstogether, and that effectively becomes your strategy. The reason that most vendors are quoteunquote, failing the dealers is because nobody has sit there, sat downtogether and identified clear goals and objectives. And No, it's not as easyas just saying I want more leads, that's my goal. I want moretraffic, that's my goal. Dude, what kind of traffic do you want? Yeah, what kind of leads do you want? Do you want newcar leads? Do you want use car leads? Do you want parts leads? You Want Trade and leads? Do you want test drive leads? YouWant Freakin landing page leads? What do you want? I got a nineyear old that can drive traffic. Brother, you know what I mean. Likethere's nothing talented about driving traffic exactly. So I'm not I'm not ranting hereand I'm not I'm not trying to come across you. Actually you are, but I am kind of ranting. Great, great, I'm enjoying it, I hope. But to look, look those are you listening in man, I'm doing this for a reason, Kay, and it's so vitally important. You want to be successful. Let's stop treating each other like we're piecesof crap. Let's stop treating each other like everyone's out for the word likeeverybody's got bad in negative intentions towards one another. Let's start working together,let's start addressing the the objectives of your dealership and coming up with a planthat will work for you. There is not a thirtyzero foot high level approachthat will work for every dealership, because every dealer's market is different. Howdoes this relate to content? Here's an example. Okay, I was recentlyspeaking with a dealer. Or sorry, no, I want to share adifferent example. My team was speaking with a dealer who says, you knowwhat, I don't make gut or heart decisions when it comes to my content, marketing and the things I do with my website or my my digital presence. I only make data driven decisions. So here's an example of the datadecision that this dealer was making. They were comparing their Honda store in thesticks K in a town of about eightyzero people in the prairies. Okay,Farmville, you know, back forty they...

...were comparing that store to a GMstore in a town of three hundred and Fiftyzero people. Okay, the problemis, look, if you look at the Nada data from two thousand andfourteen GM has like a market penetration. The brand GMCGM has a market penetrationof nearing twenty percent, and Hondas is that like seven percent? Not onlythat case, so that the data doesn't lie, Dude, the reason peoplemight not be buying Hondas in your region is because if I'm a farmer,if I'm working the oil rigs, which is big in this part of thecountry, what am I going to buy in F one hundred and fifty?A GMC Sierra or am I going to buy a Honda Ridge Line? Like, look, I'm not. If you're a Honda dealer, I'm not tryingto diss you right now, but that's just kind of the fact. Butit's it can work in reverse in other markets, like if I'm in Torontoor New York, am I going to be buying a preous hybrid or amI going to be buying a like Chevy crew? WHO's I mean, it'sit's very regional based, and so you need to be looking at things.That's where Google trends comes back into the picture. You need to be lookingat how topics are trending over a period of time in your market and thencompare yourself to well yourself. Don't compare yourself to other dealerships. They gotdifferent things going on. I know that's really difficult because the OEM's publishing allthis kind of crap about who's stacking up where in this and that, buteverybody's in a different market. That da doesn't even make any sense. It'sirrelevant data. You need to be comparing yourself to yourself. If you dida hundred and fifty leads from your website and organic, you know, strategiesthis month. You need to create a campaign of strategy with your vendor,your third party, whoever's helping you, your inhouse person, to get toa hundred and sixty leads next month, a hundred and seventy leads, youknow. Do you see where I'm going with us? And so you usethis content marketing strategy to really help you identify what will work for you inyour market, based on the consumer trends in your market and and and surroundingthe topics that people are interested in in your market, not anybody else's market. Dude. I don't care how you know a Manhattan that's bad example.I don't care about how a long island dealership performs. Can compared to thedealership in my hometown, which has thirty eight thousand people. But but wedo so often and then we pass those. We pass those, we pass thoselimitations. I'm going to call them on to our vendor and say Iwant to be performing like that store over there. Dude, it doesn't workthat way. So and there's so many different strategies and things you can putin there too, you know, for that growth. But the one thingthat's for certain is you create this content like this. I mean that youknow that there are that there is interest for, and that's on. Allthat's done once Bro and keeps on rolling.

Yeah, absolutely. So that's prettymuch all I got for you today. You know, that's that's the concept. You can marry varying strategies together so that it becomes one cohesive strategy. The objective is to get you better results this month then you got lastmonth. That's the way you need to be focusing and you can do thatby, you know, using Google trends, which again we're going to link toin the show notes, using keyword tools to help you validate, youknow, what you're identifying from Q, you know from Google trends, andthen create an editorial calendar or a calendar of topics that you're going to createcontent about. What we're going to do, also in the show notes, islink you up with a template that you can download for free of aneditorial calendar, example, that we use inside of our company to help usjust chart out what we're going to post, how we're going to post it andwhere we're going to post it and and doing so. I'll tell youwhat, guys, that just takes the pressure off. It's not as overwhelming. When you do it this way, you're actually working on a plan anda strategy and you can really bring all of the facets of your online marketingtogether so that you're moving to dominate the web. So that's all I gotfor you today. Again, check us out triple w dot the dealer playbookcomand listen. We'd love to. Would love to connect with you on thetwitter at dealer playbook and if you're going to tweet something out from any ofthe shows, we'd love if you'd include the Hashtag, Hashtag DPB. Andagain, you can follow myself on twitter at Michael a Sorillo. I'd loveto connect with you there and at Robert Wiseman, but again, check outthe show. Triple W dot the dealer playbookcom forward. Fifty and I'm onefive hundred and fifty one. Fifty one stole my Intro, stole your Intro, then I screwed us. Damn. Yeah, for fifty one, Robert. You got anything else say before I drop this? Mikes, man,this was a good, good episode. I think you drop some some goodstuff. Man, I set back and was was learning a bit. Loveit, love it, but you know what, that's the best we cando. Guys, have an incredible week. We appreciate you listening into the show. Again, check us out twitter, check out the show notes. Willlink you up to those those different assets that you can use and todominate the web. Appreciate you, guys, and will talk to you later.Take care.

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