HOW TO LINE UP YOUR DIGITAL MARKETING STRATEGY. Casey Brown, Digital Marketing Specialist, Haystak Troy Watson, Digital Marketing Specialist, Haystak

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1 HOW TO LINE UP YOUR DIGITAL MARKETING STRATEGY Casey Brown, Digital Marketing Specialist, Haystak Troy Watson, Digital Marketing Specialist, Haystak

2 96,000,000 2

3 Papal Inauguration Pope Benedict XVI

4 Papal Inauguration Pope Francis

5 The Future of Search Auto industry intelligence How do people really search? SEO What no one else is telling you SEM How to be realistic with your budget Focusing on new business to make more sales! 5

6 Today 6

7 # O F U S E R S ( M I L L I O N S ) Device Proliferation! Tablets iphone TV Radio Internet Source: hannemyr.com/essay/diff.html 2000, macworld.com,

8 Dealer Ad Spend is Mismatched With Consumer Behavior Adults 18+ Media Consumption Ad Spending Share of US Automobile Dealerships Internet 43.6% TV 37.4% Radio 11.9% Print 4.5% Source: emarketer Share of Average Time Spent Per Day With Select Media by US Adults, 2013 emarketer Ad Spending Share of US Automobile Dealerships By Media,

9 What are you most interested in learning more about? A. SEO strategy B. Define a proper SEM budget C. Key questions to ask my Search vendors D. How to gain market share through Search 9

10

11 Online Usage By Generation Source: 2015 Automotive Buyer Influence Study 11

12 Shopping Trends While overall shopping time has decreased since 2011, actual time spent shopping online has increased. Source: 2015 Automotive Buyer Influence Study 12

13 Average Dealer Digital Spend Source: NADA ; Borrell & Associates Automotive Report 13

14 Two Areas Of Education Today: Paid Results (SEM) Organic results (SEO) Paid Results (SEM) 14

15 Digital Marketing Core Websites Search Engine Optimization (SEO) Third Party Solutions Remarketing & Display Advertising Pay Per Click Advertising Video Advertising Social Advertising 15

16 Advertising 101: Reach, Relevancy, & ROI Toyota Camry 16

17 How Consumers Search KNOW WHAT THEY RE LOOKING FOR FIND SOMETHING THEY DON T KNOW 17

18 A U T O M O T I V E D I G I T A L M A R K E T I N G 18

19 Which search engines do you invest your SEM budget with? A. Google Only B. Bing/Yahoo Only C. Google & Bing/Yahoo D. None/Unsure 19

20

21 3 Key Elements To Simplify Your SEM 1 Budgets Defined By Impression Share 2 Business Goals Drive Strategy 3 Go After New Customers To Gain Market Share 21

22 Terminology Term Category Definition Example Cost Brand Terms Yellow Page Keyword Someone searching for your dealership by brand name Sterling McCall Toyota $6.26 per call $0.80 per click Regional Terms Discovery Keyword Someone searching for your franchise and local city Houston Toyota Dealers $16.74 per call $2.07 per click Franchise Terms Discovery Keyword Someone searching for your franchise Cadillac Dealers $30.11 per call $3.39 per click Model Terms Discovery Keyword Someone searching for a specific product you sell Ford Mustang Price $96.73 per call $3.91 per click 22

23 1 Budget Determined By Impression Share 23

24 2 Business Goals Drive Strategy HONDA DEALER HAS $5,000 FOR SEM. Honda Dealers have 12 different Models. Let s look at just Models = $500 per month or $16 per day in clicks per model = $ with an average of $3.00 per click that = 5 clicks per day. That s before Regional, Brand, Competitive, Used Dynamic, Service, Parts, Display and Retargeting. ACCORD ACCORD COUPE CIVIC CIVIC COUPE CR-Z FIT INSIGHT HR-V CROSSTOUR CR-V PILOT ODYSSEY So we need to focus on one area, set a great foundation, and build for the future from there. 24

25 29% of Population 1. California 2. Texas 3. New York 4. Florida 5. Illinois 25

26 3 Strategy Drives ROI $.80 PER CLICK $ 6.25 PER CALL $ OIL CHANGE $ 3.80 PER CLICK $ PER CALL $ 22,525 USED CAR 26

27 A U T O M O T I V E D I G I T A L M A R K E T I N G 27

28 SEO Site Traffic 41.9% of SEO traffic comes from brand name 60.9% of SEO traffic comes from the top 6 keywords 1459 other keywords make up the remaining traffic After the top 6 keywords, the traffic averages 1.9 visits per keyword Source: Haystak Google Analytic Study 28

29 5 Examples Of Snake Oil: When the focus is on the work instead of the increase in traffic. When there s no independent, un-biased reporting. When there s a focus on only one element of SEO such as only focusing on landing pages Or only on blog updates When the strategy doesn t involve competitor analysis When the company promises you first rank position listing. 29

30 Let Data Drive Your SEO Strategy SIMPLE 1. Identify high volume search terms 2. Find out where your competition is ranking 3. Identify ease of moving up through organic rank positions 4. Optimize for those keywords 30

31 Key Takeaway: SEO MOZ Independent, one of the most trusted SEO grading companies in the industry FREE 31

32 Key Takeaway: Authority Labs FREE Judges your site vs competitors site. Industry Averages Authority Score: Proper # of backlinks:

33 So, Where do you begin? How many cars you sell every month Breakdown of new vs used cars sold per month Breakdown of new and used inventory in stock on average Buy sell data from past year Total budget you want to stay within Do you want PPC, display, and retargeting? Or just PPC? What do you judge success or failure of SEM / SEO upon? Do you believe SEM is for leads or influence? How far out do you normally market? (Think: send mailers) What s the population that you serve? What are your core why-buys? 33

34 Do You Dominate Your Back Yard Or Conquest? 34

35 Honda Accord Sales Performance 35

36 Download And Send Your Sell Data To Your SEM Provider 36

37 Review Of Key Takeaways A The Future is Now D E E Use Sell Data to drive strategy C F B Build your Digital Core in Order B G F Don t judge success or failure off of conversions C Let data drive your SEO strategy A H G Focus your budget towards your goals. D Get access to Adwords, know your keyword strategy, H Invest largest portion of budget towards Discovery Terms 37

38 HOW TO LINE UP YOUR DIGITAL MARKETING STRATEGY Casey Brown, Digital Marketing Specialist, Haystak Troy Watson, Digital Marketing Specialist, Haystak

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