The Dealer Playbook
The Dealer Playbook

Episode · 8 years ago

DPB 033: How To Get The Most Out Of Your Digital Campaigns


This Session:


Happy Thanksgiving 2014! The Dealer Playbook Podcast session #33 is going to show you how to really crank up the productivity of your website. 


Michael and Robert dive in and review strategies that help you leverage content marketing, to drive more sales to your dealership. 


A major component in accomplishing that is really understanding and being familiar with todays consumers “buying/shopping process”. It comes down to how dialed in you are when it comes to understanding your customers and how they think/react when it comes to “shopping”.


This session delivers key fundamentals that if executed properly you will drive more opportunities online for your dealership. 


When you become a resource of valuable and helpful information for your target market, providing the right information at the right time, on the right channel, is when the magic starts to happen. 


Dial into this episode and start dominating the web in your market. 


Session Preview:


- The importance of delivering the right message at the right time on the web.


-  Leveraging your sites existing traffic, and getting the most out of it. 


- Understanding the phases of a car shoppers buying process. 


All of that plus so much more value to help you grow your business using the web like a professional. 


Links/Resources :


Michael Cirillo’s Book:


Help DPB out and write a quick review: h


Take your dealerships web strategy to the next level. Click Here:

Your Turn:



Make sure to Click here to subscribe to “The Dealer Playbook”and sound off in the comment section below and let us know whats going on out there!

You're listening to the dealer playbook podcast, episode thirty three, and today we're going to show you how to take your website to the next level. Here we go. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weisman and Michael Cirillo. Hey there, and thank you so much for listening to the dealer playbook podcast. We're so glad you're here. Every single week we are dropping some power bombs of information for you with elite guests in and out of the auto industry. My name is Michael Cirillo. I'm joined today with my co host, Robert Wiseman. What's going on? What's up, Michael? Happy Thanksgiving, absolutely you're you are in the state. So as we're speaking, so I will. I do I know in Canada's or Canadian friends, today's not thanks good. Yeah, we're a month we're a month back thanksgiving, but you know what, nonetheless, happy Thanksgiving to everybody. We're so glad that you're listening to the show. Hope you having a good time with family, friends, enjoining some Turkey or whatever. Your your Thanksgiving food is get caught up on that football, but nonetheless, thanks so much. Are you football or catch up on wrestling? If you Robbert as the thing, you eat that word and I love that. I Post. So sorry. I love that post you had on facebook. You're like, why is everybody watching football? howcome nobody's doing like dream teams for wrestling? Most teens tease and Lindsay shake or the other day about it. It's that I have this thing with the we thing. When you're talking about when people talk about like their full their favorite football team or something like that. It's like, we have a big game today. I'm like, no, you don't. You're not on the team. You know the week you're a fan. Like with me, as a wrestling fan, I don't have like my favorite tag team, and I'm like we, you know, we're looking good for this match. I used to be, you know, macho man and Hulk Hogan had a cage match back in the day, and you're like we,...

...we're gonna, we're going to win this one. Man Totally. You're right. That's why I love the tea's on that one. It's a it's just but one of those things that bothers me. So today, you know, like I said, we want to just offer a quick episode here. We know it's Thanksgiving. Were so glad you're here, but we want to just drop you some quick, actionable information that will help you with your website strategy. I mean everybody knows by now that's kind of our big thing, you know, whether it's working with flex dealer and the things that we're doing there. But you know, at the end of the day we really want you listening in to be as successful as possible. So, whether it's your own authority, personal branded website that you have going on, or whether it's your full fledged dealer website or secondary sites, we want to be able to just give you some information today that you can definitely take to the bank. In fact, the information that we're going to be talking about today and sharing with you are strategies and information that, you know, top online marketers have been using for the better part of a decade. and Michael Jump in in Chwick. This is also the the information is also relevant to even, you know, dealerships or even some of our friend you know somebody that's listening in that's works with a deal or you know party. Absolutely I mean any webs it, basically any kind of website, the the the strategies and, you know, and information that that Michael's really going to carry, because this is definitely his thing. You know, it works around the you know, around the clock, right exactly around though, and the point is, you know what we're talking about it it's truth it whether I'm sharing it, whether you know Gosh, one of my competitors, it doesn't matter, as long as the information's true. Test it out. The proof is in the pudding. You're going to find out quite quickly, especially if you're tied into analytics and things of that nature, to find out if what we're talking about it today is...

...true. I know it's true. It works for us, it works for our clients and it works for those that I share with as we travel around and do the conference circuit. You know, we get a lot of good feedback. And listen, I mean, like I said, top online marketers using this kind of stuff for, you know, the better part of a decade and they're doing it to build these passive multimillion dollar income so Um, you know, maybe let's just jump right into it. There's a couple of things that have come to my mind that you know, we don't typically, in my observation, focus on a lot, but it's this fundamental knowledge that we're going to talk about right now that will help you, no matter what your website platform is, no matter what company your partnered with, whatever. But are just some some fundamental, foundational principles that, if you understand them, will help you increase traffic but also leverage the existing traffic that's coming to your website. I know in the car business especially, it's all about getting more leads, and for me it's a little bit of a methodology shift because, yes, more leads are great if you know, and Robert, you know this, if you know how to handle them in the first place. But what about like leveraging the existing traffic? Well, to get more of that's, you know, squeeze that for more leads. That's a great point, Michael, because you know what it's specially, it seems like I hear it more so, and in the auto industry then anyway. Are is you'll hear guys. That's like, okay, so we have fivezero unique visitors hitting our website every month. We're converting that at eleven percent. Okay, so what we need to do is we want to get more opportunities and leads from this. So we need to figure out how to drive and next to tenzero people to the site so we can get a let even percent of ten. And you know what, and that's really the the result of perhaps not utilizing the resources that you have properly. Like here's an example. You know,...

I got a call one day. I'm working with a dealership right now. This is ridiculous. This is true. Brood and tattooed, honest to goodness, here spending twelve grand a month. Okay, twelvezero dollars a month. I was asked, hey, how many leads should you be getting for twelve grand a month spending on you know, PPC and Seo and all those sorts of things, and I'm like, seriously, for twelve grand a month you should be getting thousands of leads, like let's be serious here. You know, I was asked to guess how many leads this dealership was getting. So I'm like, I don't know, maybe five hundred to trying to be can can you know conservative? Sixty, sixty, sixty leads for twelve geez. The problem is then, the the cop that can you know, the the page, then the website because, and here's another thing, how often do you like when it comes to traffic? I mean, traffic is not hard. You can buy, like you said, there's by traffic, twelve gezum you, anybody can get traffic. That's the actually the easiest part. Am I right? Yeah, because you can exactly. You can buy traffic targeted by targeting traffic, and that's actually a good point and that's going to segue nicely into what I wanted to talk about here to start this off. I mean, yeah, they were that. There's there's a lot of reasons a automated, you know, paper click platforms, you know, kind of pump and dump and set it forget it. That was one of the biggest contributing factors to this, to this dealership. They're spend in twelve grand and, and I mean when you have a set it and forget it, automated system and it's not handson and you don't have real, you know, people who are skilled in paper click, you're going to see that. And so they weren't, you know, I shouldn't say they, their provider wasn't being a worthy steward of the money. That's being spent. So, you know, happy day we're getting that all fixed up. But let's talk about this for a second. So when you say targeted, I mean that really resonates with... because at the end of the day, you know, we talk a lot about how to get targeted leads, but nobody actually ever goes a step back. You know, as we attend the conferences and stuff, when we hear about this, we never talk about what targeted actually means. So in order to actually understand targeted traffic or targeted leads, you need to understand the phases of the buying cycle. And again, we hear a lot about the phases of the buying cycle, but nobody actually ever digs in those that do have different names for the different phases, but I'm going to just share with you the phases that I use or the names that I use. Ultimately, they represent customers that are in a certain position. So understanding that these phases, like I said, is going to help you share the right message with the right audience at the right time and in the right tone. You've heard me talk about that in previous episodes. If not, go back triple W dot, the dealer playbookcom and check it out, but basically here they are. I'm just going to go through them. So first phase of the buying cycle or buying process is awareness. That's when you ultimately realize that you have a problem that needs a solution or you're in a certain position. Like perfect example is, you know, when my wife and I were driving a two door coup found out we were expecting and realized, or became aware that a two door coup may not be conducive to car seats, extra, you know, baggage, young family. Right. So we became aware, Oh man, we have a an issue here. Well, what happens is there's there's kind of a couple of layers of awareness. So there's the initial a layer. Oh we need a different car, but then there's as you formulate this kind of wish list of things that you'd like to see in the new car, you become aware of more. You almost kind of fine tune your your awareness. It's like, Oh, yeah, but we're not probably looking for a truck. We're probably looking for, you know, a four door sit... or minivan or something that's going to have more space and more fuel economy or better fuel econ me. Those things right, right, let me, let me, let me check the ask you a question based off this. So what what you're saying right now at that phase are the is this just like kitchen table banter and talk? Right now? This is pre search, like this might even in my case, this was even kind of like pre announcing to my wife that we probably need to buy a new vehicle. This is just kind of like, you know, you're shitting there working in your going, has it even been said? Hasn't even been put up there yet, but just their facebook at at you that get it out of this exactly that. Yeah, and you know it's kind of that thing. You know it's on everyone's mind, but nobody's really kind of set yet, or maybe they have. Yeah, we need a new vehicle. Okay, let's casually look and you start, you know, going online or looking at, you know, auto trader or sites like that just to kind of see. Well, the next phase of the buying process is consideration. Okay, this is when you're actually starting to dig in do some research. You're looking at, okay, well, I know we want a minivan. Well, this is where like cross comparison shopping happens. Google's in insights from their their think with Google website talk about how you know it's something like seventy percent, probably a little higher now because the studies about a year old, but about seventy percent of automotive consumers specifically. That's important understand. Just automotive consumers are engaged in cross shopping and this happens in the consideration phase of the buying process. They're going, okay, cool, we know we need a minivan. What are the minivans out there? Or there's the Grand Caravan, the Odyssey, the you know, the the what, the Siena whatever might be, and they're looking to see. Okay, well, what's the difference? They're all around, maybe the same price. They all have two three model variations. What's the difference? What do I get in a Honda Odyssey that I do or...

...don't get in a whatever down incline? Exactly town and countries, Lily and, and it's evident with your statistic statistics there that they're doing it. And second the statistic that what one point two dealerships down they average consumers visiting. Well, they used to do that same exact comparison research, but on the front exactly you know in the show room now that they didn't stop doing they didn't stop doing it, they're just doing it in a different place and that's you know, it's funny. I drive by the automile or through the automale sometimes on Saturday and there's like one person on the lot and that can be alarming for you. I understand that, because you're not seeing physical people come to your lot, but they really are there. You need to be looking at your Google analytics. In fact, there's a google analytics like real time report that you can look into and actually see who's on your site, like right now. It's pretty cool. And those people you have to understand they are on your lot, they're just on your online lot. And and you know, we talked a lot about having the contest more people on their every and he is out in it right and and the point of really what we're talking about is making sure that you are representing your business well where your customers already are. So that's consideration. Heavy Cross shopping. You know what's The recaps those consideration was number two, awareness and was again where I have something here, I have a power problem, I need a new vehicle or my you know what, my car broke down. I'm aware now that I need a service technician, those sorts of things, or I know I need a vehicle by high credit. I'm aware of a I've become aware of a situation or a scenario. Then to consideration, I'm looking, I'm researching. How how can I? What can I? Where can I? Yeah, how am I going to solve this? It's important to understand millions of people go online every single day, that the the internet usage rates in North America are...

...astounding, their incredible. So from consideration, it's conversion. I've learned as much as I feel comfortable with learning about this. I understand that I'm not interested in a town and country, I'm interested in a odyssey. Now, who wins my business? Who am I going to convert to? Well, this is kind of genius and it all kind of happens at the same time, because you have to understand if you are the dealership that provides the consumer humor with what they're looking for, when they're looking for it and how they're looking for it, you not only gain their loyalty, you become a credible source of information and they trust you. It's I call it brting build relationships of trust. Your nobody ever trusts anybody without the exchange of information and when that information checks out. So conversion, going to go do business. Then there's decision. Hey, sign on the dotted line kind of a thing. And then there's retention. How well do you retain that that individual or that consumer as a customer? You know, Robert, you did extremely well with this kind of stuff, touching base with your customers. You know a lease. She's known for the follow up and touching base and making sure those people are loyal. But there's even like I want to give a shout out to to other, you know, players in the industry who are doing a phenomenal job. There's Mike Davenport, Charles Cannon, you know, the Cadillac Kid, you know all of these guys, Alex, you know that are doing a phenomenal job thinking outside the box and retaining the customers after they have been delighted. Okay, so that's kind of the that's the buying process, awareness, consideration, conversion, decision, retention, retention. Retention is so key.

The the the second sale is easier to make them the first and it's even easy you're to make if that customer loves you already. I can think of my own experience purchasing a vehicle. The last vehicle that I purchased, the dealerships just gone over and above servicing me, making sure I'm taking care of putting the right deal together for me, taking into consideration my family, all those sorts of things. I'll tell you what, if I'm still in this ear area, the next time I need a vehicle, that's the dealership I'm going to buy the same done. I'm converted. Well, me, I converted myself. Sold myself my current vehicle because I was still, you know, active in a dealership. Took it in to get a service the other about last month to get an oil change, and I got an email thanking me for my purchase after I left firm service. Love it. So now here. Let's move this on to the let's migrate this to the Web. You know, if you're listening in and you're paying attention to those phases of the buying cycle, you're probably already, you know, moving on how you can apply this to your web strategy. Well, okay, so you saying that right there. Let me assure this, Michael, that that's something that I feel that in just you know, especially in non automotive is that they totally forget. We're so hell been on process and the steps to the sale. When somebody comes into the show room, okay, but there's more people. Again, like we've said, nobody's going to argue that more people are hitting your sight. You know, you can tell that just by analytics. I think we totally just like look over and don't give any love to like the experience. Oh yeah, absolutely know, providing that same kind of an expecsolutely and and you know what, and and consider this right, I mean, and this is how this is all going to shape together. When you I mean we talk a lot about how marketing is being something of value to somebody, not worthless to everybody, and we've already talked about the importance of market segmentation, but we haven't ever really dug into this whole concept of...

...the buying funnel or the sorry, the buying process and how that plays into it. You have to understand that each phase of the buying cycle or buying process have to communicate with different you have to communicate because they're interested in different things at different times. But I used to say this a few years ago. I'd sit to our clients and I'd say it to, you know, just those who I was trying to educate. I'd say, look, the thing is with your website, it's so powerful, in fact, that it can, you know, virtually take prospects by the hand and lead them through every phase of the buying process and into your store to purchase the vehicle, product or service. And it was difficult, and I still see this day, it's kind of difficult, shout out to grant Gooli. We call them dinosaurs, Um, you know, to to you know, really wrap your head around. Well, how can my website condition somebody's purchase behavior from start to finish? Right, we see this all the time. Customer comes into the dealership and they say, well, what's the best price I can get on this thing? That conditions the dealership to believe that the only thing customers are interested in is price. And we already there's a lot of information out there about De missed find this whole price thing. But you have to understand, and like we've just talked about, that customer who is saying they're interested in price to at the dealership, they just don't know what else this, well that, but they've already been qualified to a certain degree because they've been made aware, they've done some consideration shopping, they have converted and now they're coming in to talk to you and they're just out of phase of the buying process when they come into you. That is where prices but you have to understand right out of the gates it's like between two and five percent of consumers that are interested in price. Okay, that means that there's ninety seven percent of consumers that are somewhere else in the buying funnel awareness, consideration, conversion,...

...decision retention. Kay. So how do we use this? We look at now that we understand the phases of the buying process, we look at the customers inside of each of those. I think most first time customers to a dealer website, website are likely in the consideration phase of the buying process. So it's very, very important for you to have information on your website that caters to their needs. There's also an SEO impact on providing that type of content. For example, if you have a blog post on your website, that is you know, so you're a Ford dealer. If you have an f one hundred and fifty versus Toyota Tundra blog post and then you have an f one hundred and fifty versus, you know, the Ram one five hundred, and then our f one hundred and fifty versus whatever. And you do that for all, you know, Sierra Silverado, etc. What's going to happen is you are going to start ranking in search engine for those types of search queries. What's the difference between the rams five hundred and F one hundred and fifty? Do you see where I'm going with this? And it by so doing, you kind of have a little like conquest seo strategy going on. Most dealerships want to make sure that they have, you know, top level kind of brochure esque information about their entire vehicle lineup, which I certainly encourage you to do. But once you have good written content and video content about each of your vehicles that you have or your new vehicle lineup, where do you go from there? You need to consider that majority of your customers are in the consideration phase of the buying cycle or buying process. How important is it when doing things like this? Okay, you say like the F one hundred and fifty in the Tundra. That would be different than somebody where I'm going to do like the you know, I'm going to do content about a scion. Okay, how important is that language and how you're speaking...

...and presenting it to this the certain that because last like you said, this is what you've and I do through psy on in, because you always do that. The Guy Rolling the pion is not like usually. You know, you don't see an f one hundred and fifty ad with that guy in the f one hundred and fifty. That absolutely side. Absolutely so. How important is it that it's not broughte? That, like most landing pages that I've seen, are like brochure. They sound like they're just they're as ye, really, yeah, let's go. They're not talking to the the segment that's buying. That the exactly same with the VDP. I said this before, that the VDP, the dealers always talk about how, you know, that's their most traveled you know, most hit pages are their vdps. Well, again, that's I think that's because that's the only page that has any kind of information about a car on the web. And perfect point, and I mean and it doesn't speak exactly people, that's exactly speak. You need to speak in the language of people. I mean. You know what I mean by that, is basically what you just said. I mean they're doing certain types of searches and you need to make sure that the language you're using mimics what they're searching for. So here's an example. Right, young families looking for a minivan. They're going to go. Imagine this. Imagine how powerful would be if an ad or a blog post or something showed up that said top five reasons why young families choose the Honda Odyssey over the Toyota Sienna, or vice versa, or whatever, or the three. You know the top three. You know safety, you know new safety features that make the town and country they exactly because you're now talking to people about the things they care about. Well, if I'm in the consideration phase of the buying cycle and I'm a young family, you know, say a young mother, young father,...

...whatever, and I see, Oh really, other young families are choosing the Honda Hoddyessee, over the Toyota Sienna, and here's why. Boom, I'm going to click on it. I'm compelled. And what in exactly that? See where that I made a lot of mistakes, you know, in the past. Was With that headline. I mean that's so powerful. When you say that that how much, how much, you know, more compelling is that over the Honda? Oddit. What was your other one? Forget, I apologize. It was a toyoto Sienna verse the Honda Exactly. You know what I mean, like that's just like I don't know what like. I think when you you let them know exactly the value. They're good, what they're going to get out of that, that video or piece of content, you know, but before they eat. It's why sits like you know, it's why sites like Viral Nova, you know, we see these shared on these articles that are so compelling just from the title. That could be a whole new blog post how to craft titles and stuff. But, like you know, it's like I saw one the other night. It's kind of grim, but it's like the look at these selfies taken moments before the person died. Number four is unbelievable and it's it was literally just an article of selfies that people would taken moments before. You know, I tried Jay accident or like, you know, losing balance and falling off something, but it was like I I was compelled to click on that, but it's also like, you know, it could be like. I've seen one before. was like this old lady built something phenomenal in her garden shed. You're never going to believe photo number five. Well, imagine using that concept in creating your content for people that are considering different types of vehicles. It's like, you know, top five reasons young families choose the Toyota Sienna. Number three is going to blow your mind, and I mean listen, I mean this content isn't like it shouldn't be overwhelming. In fact, you should be able to pull any of your sales reps aside that sell these vehicles, who have the...

...product knowledge, and say, Dude, give me the top five reasons why the Toyota Sienna is great for young families. You take their points, your craft, the content you get on your site. They make it way harder than what it would absolutely so now let's kind of move a on here, just for the sake of time. Here's the last thing I wanted to touch on. It is the advertising piece. Now, we heard an episode thirty two with David Johnson about how to do add words effectively in the right way. The reason, touching back to that dealership that was spending twelve grand a month. We know they were, you know, pump and dump. It wasn't their fault, it was just what's the name of that dealership? Like dn't Dan say, yeah, that that long pause? Right. No, but you know what, and it's in and it wasn't the dealership's fault. I want to make that very clear. I understand. I think then, and I've seen the dealerships are getting raped and pillaged out there because there's not many worthy stewards over the dealer's money and that level of transparency that was needed. So I'm my and in all transparency, my heart like crumbled when I heard they only got sixty leads for twelve grand, because I can only imagine how it like depressed I would be if I spend that money. So here's the here's what needs to happen. Ka Your ads, and we touched on this in episode thirty two, so absolutely go check it out with David Johnson, but I'm going to just touch on it here because it's so important. Your ads need to be in the right language for the various phases of the buying process. So they need to be compelling, but then they also need to click through and land the customer on a relevant page. Listen you, if you audit your PPC, you know, for those of you who are using a third party supplier to do this, go and audit it, like right now. Go check make sure that your ads are clicking the customer and landing the customer on a page that is specific, very very specific, to...

...what the ad they clicked on, speaking the same Lang, the same languidique. It's that's like trying to tell somebody to come by a rifle and then you click and then you land on a page. It as like surf for exactly. It's so annoying you're going to have high, aboundant abandonment rates. It's a waste, a waste of your money, and I can guarantee it's happening more than then. You might think. It's actually quite shocking. It's surprising. So that's why I bring an a DP is not a page to route somebody's not on. I mean add in my I mean I don't know. You can wear them, can do like dynamic inventory advertising and stuff like that, which is fine. It depends on your objectives. But what I'm saying here is, like you could have an ad that says young families choose the Toyota Sienna. You Click on it, it brings you to this landing page on your site that says top five reasons why young families, you know, choose the Toyota Sienna. And then you could from that page with relevant content, good written content, a good video. Maybe it's a walk around, a test drive video, something that's put together quite nicely. I'm not talking, you know. That's going to take you a little value, of value, source, good, good word it's. And then imagine how powerful the person's already clicked on that Ad. So they're coming to your site because they're interested to learn from that page. Then there's a big, nice, prominent call to action, you know, halfway down the page, kind of splitting up the content, that says view in stock. Toyota Sienna's now or something along those lines. Boom, that leads them to yes, or across their dress down even further again, to I mean you that. You probably put it on the different, different, you know, spots on the page. Absolutely, yeah, you want to play around with it, you're going to. And why not? SEND THEM OTHER WAY? Maybe, okay, maybe they're looking at they realize it's not them. So maybe then you have other, you know, calls the action that to take them into to other things that that same person might want to see. What might get valid absolutely,...

...and it's all based on your objectives. Right. Maybe you just want them to fill out a form right on that page reserve a test drive. It depends on the path that they've taken to get to where they are now and where you ultimately want them to go. So that's I'm going to cut it off there because we could keep going. This could be like a five hour episode. The point is, these are some simple things you can start implementing right now guaranteed to give you results. No, it's not a magic bullet. No, it's not going to happen overnight, but you will see as you kind of build out a strategy where you're considering the phases of the buying cycle and how you can speak to those people about the things that they care about, how it will positively impact Your Business and also leverage existing site traffic. Absolutely, there's the Seo impact in the advertising where you're going to drive in new new traffic, new targeted traffic, but you're also going to leverage those thousands of people guaranteed, who are coming back to your site on a monthly basis. Now, it does take a bit of work to get set up. Don't be afraid of it, because it's the kind of work that you do once, maybe once a year, kind of a thing, and then it's done and you just let it keep paying you back dividends. So check this out. We want you to check out the show notes so that you can see this process outlined in writing. Go to triple w dot the dealer playbookcom forward slash thirty three. Would love to get your feedback in the in the comment section as well. Don't forget. We'd love for you to subscribe to the show Itunes, stitcher radio, soundcloud and, of course, here on the dealer playbookcom website. You know we were we're so excited that you're listening and we want to, you know, hear from you. We want to get show topic ideas and guest ideas. We want to know what's resonating with you. So leave us some caught comments and feedback, and don't forget to subscribe. Hope you're having a good thanksgiving. Thanks for being... today and we will talk to you next week.

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