The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

3 Simple Steps to Creating a Solid Content Marketing Strategy


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 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. 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 playbookepisodefifty, three now dude Adude, fifty one episode, fifty one Yo, fiftyone, fifty one. Oh I thouon episode fifty one. Let's go you're dialed into the dealer, playbookpodcast, where it's all about winning autortaler strategies that deliverproven results, and now your house, Robert Weisman and Michael Serilla, allright- and we are here in session fifty one of the dealer, playbook podcast,where every single week were sitting down with the whos who, in and out ofthe automotive industry, to share actionable insights with you. Today'sautootive professionals, my name is Michael Sirillo and I am joined todayby my man, my partner and crime. Mr Robert Weisman WHA's, going on dude man.What's up, you know what love and doing this we're trying something new. I gotpeople watching in on pariscope right now, just getting the behind the scenes,and you know what I love. What's going on, we're gettingso much love on twitter. I just wanted to shout out a few people. You knowthat are listening in who have given us some pretty crazy feedback on thetwitter. We got at Michael, Rita Otto Michael Ritaman sent us a cool shoutout the other day. He said at Michael Aserillo. Your show motivated me to goabove and beyond the typical salesman. Thank you for your wisdom. I love thedealer. Playbook Dude, we love you. We appreciate you listening in here's acouple other people. We got Kina more and ISIF PREMG man. These people beenshouting us out. A lot on twitter so make sure you're following us ontwitter, we'd love to hear from you at dealer, playbook and if you're going totweet something that has is going on with the show Hashtag DPB, that'sthat's! Where we'll catch, you would love to get your feedback here. Youryou know success stories here, your favorite episodes and the things Ireally stand out to use follow us there at dealer, playbook and Hashtag DPB. So today we're going to do a solo, showthere's a couple of cool topics that were vibing on and we wanted reference.You know some of the past guests that we've had on the showthat have dropped some freaking power bombs, and you know, as Robert and Isat down and tried to identify what we wanted to talk about in this solo show.There were some really cool concepts that stood out to us that we want toshare with you, today's automotive, professional. So robb are you ready todive into this yeah man? I'm ready, and I just wanted to before we dive in. Ijust wanted to give a shout out to the to the three people. Tuneand then onParis go absolutely heyits more than that juskiddingthat Oneyeah and you knowwhat for those you listening and I'd love more followers on pariscope, it'ssuch a cool new medium that nobody's quite figured out yet, including myselfand it's fun to just get in there and pariscope. You can find me there atMichael, a Serillo and on twitter at Miclacerillo and then, of course,Robert Weisman at Robert Weisman love,...

...for you guys to follow us. There showus some love. Wi'll show you some love back. So, let's dive into this we've had some pretty freaking incredible guests overthe past. Fifty episodes of the show- and you know we talk about- we don't keepany secrets that we learn so much from these guests, and the thing that'sreally stood out to me lately is just the validation behind what some of themhas said. You know when it comes to your online presence and wanting to youknow, rise above the clutter and dominate the websode to speak. I feellike still online is this. This topic that has so much mystery surrounding itand 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 just to get the conversation going. Idon't know how you feel about this, but I feel, like you know you go to theseconferences, you listen to the webanars heck. You might even be listening tothe dealer, playbook podcast and there's people who have varyingopinions and stances on various topics and when people listen to that they don't.Quite you know know how to put all of that information together so that it'scohesive and so that it makes sense for them, and the result is that you have alot of. He said she said they said you know, I'm doing it the right way. No,I'm doing it the right way and there's always these big arguments that ariseeveryone's trying to validate their opinion on on how things should be done.What do you think is that is that accurate, or am my totall Y in letfield well, man you're, always in left field, but you're, righter wan? When itcomes to this thet I mean it's, so I mean how do you? How do you solvethat and that's what we want to talk about today, there's some cool thingsthat I want to reference some cool power bombs. I want o reference fromthe past couple. Episodes of the show, for example, episode forty nine, withMarcus Sherod in the sales lion. He had some pretty cool. You know contentmarketing, ideas that dealerships can start implementing today. One of themwas that dealerships need to be the Wikopedia for what they do, and youknow that's really cool information, because when you, when you consider howmuch information is out there, auto trader, produces information, Edmundsproduces information, carscom produces information. His argument- and I agreewith it- is that why would you give your ability toeducate people to third parties who then distribute your potential clientsto other dealerships right, and so he talked about how you need to focus onbecoming the the Wikipedia for what you do now. Traditionally speaking, I thinkdealerships when they hear that they might be thinking...

...well. Okay, so I need to getinformation about all of the vehicles that I have on the lot. I need to begetting walk around videos. I need to be doing testimonial videos. I need tobe doing all those sorts of things, but there is ay do need to be doing whichthey do need to be doing absolutely. But if you then jump to episode fiftyour most recent episode of the dealer, playbook featuring j Bar, you know who, by the way, Marcus and j BarMarcus, Sheridan, Jber, good friends. In fact, if you notice, if you've readthe book utility by J, Barr you'll see that marcus actually wrote the forwardfor it. But you hear a slightly differentopinion. J Bear's opinion was that you're notgoing ta out CARSCOM exactlycom, exactly you're, not you're, not goingto out CARSCOM and you're not going to out edmonds and all of these, butthey've got so many years worth of information that they'vebeen been providing you're not going to oust these these other. You know thirdparties by simply just focusing on becoming the wiketpedia for what you doso his suggestion, and he admitted he openly admitted on the show that thiswould be kind of freaky for most dealerships tojump in on. He brought up the fact that, instead ofjust talking about the vehicles that you have, and instead of you know talking about the differentservices that you have, that you want to actually focus your content marketingstrategy around topics that people are interested in today, I think thestatistics do you. Do you remember what it was? I think he said something likeeighty or ninety. Five percent of people are out of market for longerperiods of time, and then five, I was it fi percent or in market yeah,something something theon those lines, an you're right, because this you knowthey're only going to see the stuff about your cars. That's a certain levelof funnel buyer. You know person, that's you know in market for sure, yeah people are, people are out of themarketpeople, aren't looking for cars every single day, especially peoplethat have just purchased a vehicle they're, not necessarily in the market,to buy another vehicle today, or maybe even for the next two or three years,but every day, they're in the market, for good information. Absolutely so so,with that, what what J bar suggested is that you get a blog on your website andhe threw out a really crazy one. It was, it was to add the what was it the adthe little league scores to your website and send them out in a weeklynewsletter, a monthly newsletter, the other one that I thought was genius was blog about road trips and the things todo along the way. So why is that genius? I think, becausethat's that's information that people are searching out anyway, and it'sabout topics that they're interested in,...

...and his argument was that when Tho,when the ninety five percent eventually become the five percent they're notgoing to shop around to look for who they should be, you know purchasing avehicle from because you've built a relationship with them. You've servicedthem already, with with the information yeah exactly so so they're going to be,there's going to be a level of loyalty and trust with you, they're just goingto come straight into you and purchase. So that was his argument. Now you havethese two content: juggernauts. Okay, these content kings, who have slightlyopposing views, but the question is: Do they really KayMarcus is saying, become the Wikopedia for what you do? J Bar is saying: Don'tbe the Wikipedia for what you do be the Wikipedia for things that you know theregular Joe was looking for every single day of the week so that when they, you know so thatwhen they're in the market purchase a vehicle, they'll be loyal to you. Sohow do you bridge the gap? Because I think you know most of the time in theindustry? We hear those opposing views, not realizing that there is a way tomarry them together, so that they work well. So I think that's that's a goodplace for us to kind of to jump into okay. We want to talk about a strategy that Iuse, that you know a load of successful K, highhighly successful online marketers use to help them identify how they can kindof bridge the gap between becoming the Wikopedia for what they do and buildingauthority that way, and then addressing topics that people are interested inmajority of the time and also becoming an authority that way, so I'm going tojust give kind of a quick overview step by step kind of Action Plan that thoseof you listening in can implement so that you have a 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. Okay, now the caution with this is that youmay not. Okay, you may not see an increase in traffic to yourwebsite. Okay, let me repeat that you may not actually see an increase intraffic to your website, but what you will see happen is leveraging existingwebsite traffic and Youyou'll likely notice an increase in leads. We've seenthis all the time. We've got some really cool case studies with somedealerships that we work with where website traffic actually decreased and their leads increased by thirty orforty percent during that time period. It's phenomenal stuff, but that's whatyou really need to be focused on with this. You shouldn't keep your eye onincreasing site traffic. If you don't already know how to leverage existingwebsite traffic and that's what this is going to help you do so, let's justdive into this strategy. It's going to... you guys out. It's reallyactionable. It's really simple. Okay, the first thing that you want to do inorder to kind of marry the concept of becoming the Wikipedia of what you doand providing content that people are interested in every day of the week isa really cool tool. Google provides it it's absolutely free. It's calledGoogle trends will link you up in the show note, so you get direct access tothat. So make sure you check them out at the dealer. Playbookcom forwardfiftyone and what you can do in this tool is actually just enter in a search term.So say: You're, a Ford dealer you could just type in Ford and click search andthen refine your search by the region that you live in, so that you'regetting more accurate data. You don't you, don't really necessarily want thenational data. I mean it's not going to hurt you, but let's start with justfinding out what the trends are in your area at at this given time period. Thecool thing about Google trends is once you kind of drill in that deep you're going to get a good overview ofhow the topic of Ford is trending over an extended period of time. You canlook at it from the past month, the past few weeks, the past year, the pastyou know quarter whatever and once you've identified a topic like Ford.What you do is you go to a keyword tool and I'm really I'm really digging onone right now. It's keyward tool, dot, IO and again we'll link you up in theshow notes to that and what it does is it plays off of Google's autosuggestfeature. You know when you do a Google search and you you type something in you just startseeing Te Atto suggestions. Well, Google is, is autosuggesting thatDatath you from this massive database that they have that, because I meanlike, let's face it, they track every search. That's ever happenedsince the dawn of you know the Internet essentially, and they use that data.They present that databack to you so that you can see some of the hotsearches that have happened most frequently so keyward tooled. That iois really powerful because it uses that that database or that auto suggestfeature that Google has, and you can then cross reference. The the topicthat you've seen trending from Google trends into this keyword tool to helpyou get insights into whether or not that's really a hot topic or not now ththe the cool thing about that is once you have that validation. You can thenstart to chart out a content strategy surrounding that topic. Now rememberearlier, when I said that you don't want to necessarily just primarily befocused on your make model content I mean you do want to have that, but itshouldn't be your primary focus because and Robert you know. We know this very well, and you knowthis very well there's so many other things that you could be talking aboutat the dealership level. Like you know, the frequently asked questions hatthere's I mean theire wealths of...

...content opportunities floating arounddealerships yeah exactly so you could take your frequently asked questions.You know what would an example of a frequently ask question at that. Youheard a lot when you were working the work in the front line. Well, you cando them in sales or even in service to, but I mean you can have people that arelike just particular. What's the gas milage on x vehicle? That's somethingthat gets searched all the time things like how to change the headlight okay,so you could actually you could you could take that put that into Googletrends, see if that's a hot topic in your area over an extended period oftime and then go over to the keyword tool. You know again, Ke were tooled atio or you can use Google's free keyword, planner, it's not as accurate, but youknow a lot of top SEO. Experts still, you know, still use that tool and Istill use it and- and you can take that frequently asked question topic- put itinto trends, find out if it's trending over a period of time in yourmarketplace, if it's a hot topic cross reference that to a keyword tool andthat's going to validate for you whether or not that is something thatyou should be creating content on, so in so doing you're finding out what you should become the Wikopedia,for you know for the things that you do,but you're also finding out right away straight away. What people in yourmarket are interested in so that you can give them that information, youknow and so doing it. This way, you're really bridging that gap between whatMarcus is talking about and what j bears talking about. It's much easier to get eyeballs onsomething that people are interested in. You know well and that's just ife. Wetalk about this all the time. Dealers go. What what should I be talking about? You know I'm sitting on top of this:Fifty million dollar a year business that has eighty six employees andseveral different departments with product services. You know and cooloffers and cool things that people want to see. What should I talk about, and Isay just that, how about you talk to the your customers or your potentialcustomers about the things that they are interested in and then the followupquestion is always well. What are they interested in? Well again, this is whatyou can do to find out what people are interested in. That's the thing I loveabout doing business on the Internet, there's so many people out there goingstupid Internet man, it ruins such a good way of doing business. A all I hadto do back in the day was throw you know, splash some pictures of vehicleson a page in the newspaper all I had to do was blow up the freaking big grillon and Wel blow up some balloons. Yeah. I don't understand how business waseven done. Preinternet you know like if any business it was done with faxsimile.You know it's like you know, and that's just it. It's not stupid Internet and Iknow a lot of people still feel that way. They're going man, the Internet,sotupid right, but it's like...

...everything about doing business online,can be tracked, measured and analyzed. Never before in the history of ourplanet have we had such abundant access to data, one of those data points beingthat we can find out much faster and what, with with much more clarity, whatpeople are actually interested in learning about? And so what do youspeak to people about? You speak to them about the topics that they'reinterested in I mean have you ever been in a conversation with someone wherethey're speaking they're trying to you' trying to hold over this conversationwith someone, and you have zero interest in what they're talking about your talking to me on a regular basis?Yes, ONA, Miy Mintord once a day. Every timeI talk to Michael you know and so anyways. The thing isthat you know you want to speak to people about thetopics thay're interested in and get that information on your site and don'tbe afraid. Okay, don't be afraid. If it's not the standard year make model,you know comparison and fo get. You know dive in start. Seeing what happensif you do find out that tons of people in your market are taking the drivefrom well Robert? Let me ask you in noar part of the country, what is likea typical routine drive that people would make you know on a frequent basislike are they commuting from where you're located to either same friay,like thirty minutes to an hour, yeah thirtyminutes to an hour? Well, I know, okay, what I would find valuable that that'sthe same for me right if I want to get into the car and do like a Cosco run orsomething I'm driving thirty minutes, and I have three kids and guaranteedokay guaranteed anybody who has small children knows this guaranteed theminute you get in the car and far enough away from your house. One of them is going to go. I'm aboutto pee my pants right dod. I got to go to the bathroom. It's like dude. I toldyou, I asked you if you had to go and yourLi, I didn't have to go tit early seven seconds ago and it's not a preview likeItan. I think I gotta go there at like dethcom, fine, IK, R, the're,scrambling the jets and and they're like doing the dance in their car seatand so as as a parent. Knowing that I makethat drive frequently imagine information that was like hey travelingfrom here to hear here's the places you can stop with your kids and it's likeboom. Here's a restaurant, here's a rest stop boom. Here's a place to getice cream. Here's the here's, a cool pizza shop. Those are things thatpeople are looking for because I'll tell you what I've lived in this areafor like twenty years, and I make that thirty to forty five minute driveregularly but guaranteed. You know, there's other things that come up notjust bathrooms. Okay, it's more of a rural area, so there's not much betweenwhere I'm located and where I'm headed... you know a couple of gas stationsalong the way but guaranteed. My kids are also going to be like Dude, dadwe're starving you know or whatever it is, and so I, if I can pull up on mymobile phone, some quick information, all right, cool, there's, a there's, acool pizza. You know pizza parlor, like five minutes from here or whatever O,and get something late, a light. SNACKDRI GRABBII Nack, the meat lovers,pizza life- that's that's valuable information, so ouyou shouldn't beafraid to experiment with that. As far as servicing them. You know itjust builds a trust factor. That's they won't forget. You know like the onewith like the little league scores and stuff like that: Bro, that's real smartman like because people are so involved in, like their communities and withsports and so r you know auto dealership only seems like it should bethere. I seems like real Friday Night Lights, Ish, yeah yeah, you know welland here's the thing I think you know the the general tone is hey. Mr Deler misss dealer. You needto be doing XY ANZ with your content, content marketing in the general tone.I don't know about you, but my observation is you get the Hey? Nobodygot time for that yeah. You know, and and another thing, though, is Michaelthat I mean what do you think, though? Okay, so you give the full. You knowgreat. You know, step by step on. You know the keywod research and stuff,which is obviously important yeah, but what about all of this? If they, ifthey really don't have somebody that you know knows how to then create thatexecute, that piece of content yeah absolutely to appeal. So I mean thathas to be. You know strategies one thing, butexecution is going to be really key, correct, yeah. Absolutely I think youknow what the first step here is acknowledging. No, I am not just adealership. I am a business and in most cases I'm a between a twenty millionand fifty million dollar a year business and the reason I bring that upis because the first step is run it like it's a business, don't you feel,like sometimes I mean I own a business, and I want to be so involved inunderstanding the various aspects of how my business functions. That way Ican hold people accountable. So I bring that up first, because let's say youdon't have somebody that can h. You know, Bite Bite this off and chew itfor you internally and you need to hire an outside source to do it if you atleast understand what's involved in it as a business owner you and and lookwe're not just talking about dealer principles here, we're talking aboutyou, the automotive sales professional, because we saye this all the time youare an automotive preneur. You are a business owner. If you, if you can getinto that mindset, you'll be much more successful, but you will are then empowered to hold those that you work with accountable.Just like you would your employees...

...there's so much of this freaking usagainst them. You know we even experienced this in full transparency.I experienced this with some clients and I say dude. It doesn't work thisway, let's councel with one another right, let's work with one another, andI fully expect you to hold me accountable, because I expect you toalso understand what's involved in the work, that's being done now, there'ssome pros and cons here that I see the first one is you can absolutely hiresomebody in house in fact we're seeing we're seeing dealerships. Do this allthe time, they're hiring an individual to oversee the marketing that that gives them what they feel isgreater control, and I don't necessarily disagree with that. Thehard part h the hard part for me to swallow when it comes to doingeverything internally. Is that you R, you are essentially accepting the the expense of building your own agencyand it's not enough to just have one person. Okay, it's like, and you need more than just a marketer,because a marketer does absollar great at writing, copy and writing articlesand, in that long form or short form pieces of content that are going to beinteresting to people every day can't be Ho Ander. CRAPOA, perfect example ofthat is mrss lebleu right, Tammy Lablu when she was working in her nice ondealership. Not only did she have to duplicate herself, but she hired afulltime graphic designer who rolled with her like when we go to theconferences and stuff, and we meet up with with Tammy she'd have for graphicartist like dude. She employed a graphic designer, so you're not goingto be good at everything. You might hire somebody that's good at saycontent, and maybe they got some Seo Chops Kay. But what about funnelcreation? Email marketing? You know trip wire offers creating offerspromotional offers social media marketing what about raphic graphicdesign? What about all of the various aspects? So that's that's kind of atough pill for me to swallow when it comes to hiring in house and then readyfor this. What's to say that that person won't jump ship whenthey get an offer, a better offer from some other dealership. Now, you'refreaking hooped you've got somebody who's got access to everything, who'snow jump ship you've got to try and figure out how to hire a new individualand I've seen this right. I just seems sut down shot shop shuts down you'rescrewed. So that's you know, I'm not saying all of this just to create horrr story for everybody and that'sHor, roar story for everybody, but you know that's really kind of the factof the matter for the same price k on the flip side for essentially the sameprice that you would likely hire somebody to do. All of that Inyou knowdo all of that work, plus the overtime, stat holidays, theheadaches of babysitting somebody, all...

...those sorts of things you can get ateam of five or six. You know individuals who are specialized. Okay,I almost said experts, but I don't fully agree with the term expert, butpeople who are specialized for the same price that you would hire one personinternally. You can hire for you know an agency who has now people whospecialize in social media content, market and graphic design, videocreation, etc, etc. I mean- and it's to the point like this, to be realistic.To do this. I think like folrce fullhead on steam, you, if you,if you want to just if you think hiher one person is going to be the solution.Mannyou might as well hire nobody for it, because there's no way one personcan be Yep, I'm a designer. They do three hundred and twenty sevendifferent things. You know what Yi mean. I'm a designer, I'm also the writer ofthe. Let Me Gess Sio go leads. I take photos because I'm the the Internet Guy, I'malso for some reason. You believe I know how to work on a computer. Thatwas always the best yeah you know, and then you see this person in action andthey're freaking one finger on the keyboard typeing. You know I mean lookunless you unless you've created some anomaly where your content marketer, is,like God himself, there's always going to be breakdowns in and what you mighthave been sold on with you know, having an individual, do it in house versuswhat you might be able to get with an agency now. This leads me to one otherthing and I feel like I'm kind of ranting here,but but I'm not I'm just really passionate Kane Robert and iare reallypassionate about giving you information that you can take to the Bank K, andthis is a hot topic. We hear so much about this. So what this is leading tois yeah, but I always have so many problems with my my vendor. I alwayshave so many problems with my agency. I never get the things that I want. Well,the reason for that is cause I'm just going to lay this on the line. If youhate me for saying this hate me in the form of following me ontwitter at Micacerillo, and let me know there: okay, but here's the thing right.Here's the thing: okay, the reason you hate your vendor and the reason yourvendor doesn't seem to be. You know, working for you and the reason dealersare freaking, switching their vendors like they change their underwear. Okay,in some instances, isn't as often as others, but that's a that's a differentshow. The reason is is because you've beenconditioned to have that type of relationship withthem and they've been conditioned to have that type of relationship with you,but come on guys. This is business. Okay, your objective is to not justhave the oh they're, my vendor. They do everything I want rely on theirexpertesman, the they're specialist. I...

...know this sounds weird because I'm youknow technically a quote: Unquote Vendor and I'm sitting here advocatingfor my competitors right now, but I you know the nonsense has to stop look ifyour vendor is just hiring a bunch of loons and they're, just not capable ofservicing. You that's a different story, but have you set the stage as thebusiness owner? Okay, as the accountability partner? Have you setthe stage for a crappy relationship at the onset by treating them or themtreating you like you're, just another number you're, just another pile ofrevenue sit down together, councel with one another make plans together andthat effectively becomes your strategy. The reason that most vendors are quoteunquote failing the dealers is because nobody has sit a sat down together andidentified clear goals and objectives, and now it's not as easy. As justsaying I want more leads. That's my goal. I want more traffic, that's mygoal, Dude! What kind of traffic do you want yeah? What kind of leaves do youwant? Do you want new car leagues? Do you want to use car leadues? Do youwant parts leades you want trade in leads. Do you want test drive leases?You want freaking landing page leadus w you want. I got a nine year old thatcan drive traffic brother. You know what I mean like: There's: nothing,talented about driving traffic. Exactly so N, I'm not ranting here and I'm notI'm not trying to not o you. Actually, you are but itsm kind of rancing, greatgreat, I'm enjoying it. I hopea look, look those are you listening and man,I'm doing this for a reason Kay, and it's so vitally important. You want tobe successful. Let's stop treating each other like were pieces of crap. Let'sstop treating each other like everyone's out for the wor, likeeverybody's got bad in negative intentions towards one another. Let'sstart working together, let's start addressing the the objectives of yourdealership and coming up with a plan that will work for you. There is not athirty thousand foot high level approach that will work for everydealership, because every dealer's market is different. How does thisrelate to content? Here's an example. Okay. I was recently speaking with adealer o sorry, no th. I want to share adifferent example. My team was speaking with the dealer who says you know whatI don't make gut or heart decisions when it comes to my content, marketingand the things I do with my website or my digital presence. I only make datadriven decisions, so here's an example of the data decision that this dealerwas making. They were, comparing their Honda storein the sticks K in a town of about eighty thousand people in the prairiesK. Farmville, you know back forty.

They were comparing that store to a GM store in a town of threehundred and fifty thousand people. Okay, the problem is look if you look at theNada data from two thousand and fourteen GM has like a marketpenetration. The brand GMCGM has a market penetration of nearing twentypercent and Hondas is at like seven percent, not only that CAS so that the datadoesn't lie dude. The reason people might not be buying handas in yourregion is because, if I'm a farmer, if I'm working the oil rigs, which is bigin this part of the country, what am I going to buy an F hunred andfifty a GMC Sierra, or am I going to buy a Honda Ridge Line like look? I'mnot if you're a Hunda dealer, I'm not trying to dis you right now, but that'sjust kind of a fact, but it's it can work in reverse in other markets likeif I'm in Toronto or New York am I going to be buying a preos hybrid, oram I going to be buying a like Chevy cruise? I mean it's, it's very regionalbased, and so you need to be looking at things this. Where Google trends comesback into the picture, you need to be looking at how topics are trending overa period of time in your market and then compare yourself to well yourself.Don't compare yourself to other dealerships. They got different thingsgoing on. I know that's really difficult, because theoem's publishingall this kind of crap about who's stacking up, whering this and that buteverybody's in a different market. That data doesn't even make any sense. It'sirrrelevant data. You need to be comparing yourself to yourself. If youdid a hundred and fifty leads from your website and organic, you knowstrategies this month. You need to create a campaign of strategy with yourvendor. Your third party whoever's, helping you you're in house person toget to a hundred and sixty leads next month, a hundred and seventy leades youno. You see where I'm going with us,and so you use this content marketing strategy to really help you identifywhat will work for you in your market, based on the consumer trends in yourmarket and and and surrounding the topics that people are interested in inyour market, not anybody else's market dude. I don't care how you know a Manhatan, that's bad example.I don't care about how a long island dealership performs concompared to thedealership in my hometown, which has thirty eight housand people, but but we do so often, and then wepass those we passe those we passed, those limitations, I'm going to call them onto our vendor and say I want to be performing like that store over theredude. It doesn't work that way so and there's so many differentstrategies and things you can put in there to you know for that growth. Butthe one thing that's for certain. Is You create this content like this? Imean that you know that there are that there is interest for man. That's onAudi, that's done once Bro and keeps on...

...rolling yeah. Absolutely so that'spretty much! All I've got for you today. You know. That's that's the concept youcan marry varying strategies together so that it becomes one cohesof strategy.The objective is to get you better results this month than you got lastmonth. That's the way you need to be focusing, and you can do that by you know, using Google trends whichagain we're going to link to in the shownouts using keyword tools to helpyou validate. You know what you'r identifying from Q. You know fromGoogle trends and then create an editorial calendar or a calendar oftopics that you're going to create content about what we're going to do.Also in the shownotes is link you up with a template that you can downloadfor free of an editorial calendar example that we use inside of ourcompany to help us just chart out what we're going to post, how we're going topost it and where we're going to post it andand doing so I'll. Tell you whatguys that just takes the pressure off. It's not as overwhelming when you do it.This way, you're actually working on a plan and a strategy, and you can reallybring all of the facets of your online marketing together, so that you'removing to dominate the web. So that's all I got for you today againcheck us out, triplew the dealer playbookcom and listen we'd love towoe'd love, to connect with you on the twitter at dealer, playbook and ifyou're going to tweet something out from any of the shows, we'd love. Ifyou'd include the Hashtag Hashtag DPB and again, you can follow myself ontwitter at Michael, a Sirillo. I love to connect with you there and at RobertWisman, but again check out the show tripledw dot the dealer playbookcomFord, fifty and I' on Ti Fity Oneonstole, my Intro Stol, your introneand I said Yeah forfifty, one Robert. You gotanything else to say before I do his tanks, man. This was a good good episode. Might Ave think you droppsome some good stuff man! I sat back and was was learning a bit love itlittle bit, but you know what that's the best we can do guys have anincredible week. We appreciate you listening into the show again check usout twitter check out. The show notes will link you up to those thosedifferent assets that you can buse in to dominate the web. Appreciate youguys and well talk to you later. Tak Yeah.

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