Online Tricks for New and Used Truck Sales - Justin Seibert, President

Online Tricks for
 New and Used
  Truck Sales

  Justin Seibert, President
        Direct Online Marketing

            Wheeling, WV

         justin@directom.com

            304.905.8008

The views and opinions presented in this educational program and any accompanying
handout material are those of the speakers, and do not necessarily represent the views
or opinions of NADA. The speakers are not NADA representatives, and their presence
on the program is not a NADA endorsement or sponsorship of the speaker or the
speaker’s company, product, or services.
Nothing that is presented during this educational program is intended as legal advice,
and this program may not address all federal, state, or local regulatory or other legal
issues raised by the subject matter it addresses. The purpose of the program is to help
dealers improve the effectiveness of their business practices. The information
presented is also not intended to urge or suggest that dealers adopt any specific
practices or policies for their dealerships, nor is it intended to encourage concerted
action among competitors or any other action on the part of dealers that would in any
manner fix or stabilize the price or any element of the price of any good or service.
Each dealership must make an individual decision, based on its unique facts and
circumstances, to adopt or implement specific practices, policies, techniques, or
methods of doing business. Consult your attorney regarding the legality of any policy or
procedures that your dealership adopts, and any legal or regulatory obligations it may
raise.

Learning Objectives

Upon completion of this session, you will be able to:

   Identify at least three online marketing tactics that meet your
    individual goals and budget in order to increase sales.

   Appraise the ability of your website to convert visitors into prospects
    so that you can improve the amount of online leads at existing traffic
    levels.

   Name how you can reach people who had some interest in your
    dealership – but not enough to contact you – so that you can re-
    introduce yourself to them.

   Generate a plan to use old inventory to generate new business.

   Develop tactics for increasing positive reviews to protect your
    reputation and increase leads.

   Recall at least two ways to use competitor marketing efforts to reach
    their customers and prospects.

Search Engine Marketing

Search Engine Marketing (SEM) includes both paid search advertising and
Search Engine Optimization (SEO).

   The single most important part of SEM is choosing the right
    keyword targets. Remember: keywords can be either single words or
    long phrases.

   Start by asking your staff and your customers what they would type
    into a search bar if they were looking to find a competitor. Often
    these are not the same words you use to talk about your products.

   After you’ve developed an initial list, check out Google’s free keyword
    tool to generate additional ideas:
    https://adwords.google.com/o/KeywordTool. You can even have
    them scan your site to start the process for you!

Paid Search

Paid search advertising – often called Pay Per Click (PPC) – is offered in
the U.S. primarily through Google AdWords and Bing Ads. Google will
drive a lot more volume and should be used by virtually all pay-per-click
advertisers. Bing may offer less competition and lower costs.

Advanced Tips:                          Targeting Options

                                            Geography – down to the
   Tie in retargeting and other
                                             city level
    display efforts to get additional
    reach.
                                            Day of week and time of
                                             day
   Set up an account with Google
    Merchant to be able to show
                                            Intent of the searcher
    image ads in search and show
                                             through keyword selection
    up in Google Shopping search
    results.
                                            Device – desktop/laptop,
                                             mobile, and tablet

Search Engine Optimization (SEO)

Search engines determine how high pages of sites should rank for any
given search based on complex formulae called algorithms. Specifics of
these formulae are secret, but we do know:

    Search engines love unique content. Create as much useful content
     as you can and optimize for your keyword targets. Keep in mind:
     useful. If you wouldn’t read it, don’t bother.

    Sites that link back to you establish credibility in the eyes of Google.
     List yourself in directories, comment on blogs, optimize your social
     media profiles, and ask partners if they would add a link to your site.

    Search has become social. Make it easy for people to like your site
     on Facebook, +1 it (Google), tweet about it, and otherwise share your
     content.

Advanced Tips:

    Only in extreme cases should you ever get rid of any content. Even
     when you sell out of trucks or parts, let it live on your site.

    For old inventory you no longer offer, add pictures and links to similar
     trucks or parts that might interest the user.

Social Media and Review Sites

Doing social media correctly requires a lot of time and effort. Do not jump
on the bandwagon of the latest trends unless you have a dedicated social
media manager that can experiment as part of their normal workload.

Specifically to drive sales (either short- or long-term), consider: YouTube,
Facebook, and all appropriate review sites, especially Google+ Local and
Yelp.

Advanced Tips:

     Most people only leave reviews when they’re upset. Develop a plan
      to reach satisfied customers and ask them to leave a review, but
      never while at your dealership.

     Generally, it’s a good idea to respond to reviews – especially
      negative ones. Never divulge personal information and don’t get
      defensive.

Email Marketing

Email marketing has gotten a bad name because of spam, but it still offers
one of the highest ROI of any tactic when used correctly.

     Always use your own lists. If you don’t have one yet, start today!

     Never rent or buy lists, but you can advertise on industry or other
      appropriate email newsletters.

     Add as much information to email records as possible in separate
      fields so that you can create categorized lists.

Advanced Tip:

     Use transactional-based emails. That is, send out messages based
      on what the customer has done in the past. For example – consider
      sending out an email with a special maintenance offer six months (or
      whatever time period is appropriate) after purchasing a new or used
      vehicle from you.

Banner Advertising

Banner advertising offers a variety of ways to serve your image (or video or
text) ads to potential customers. When bought through a network, you can

often buy on a cost-per-click or cost-per-1,000-impressions basis at
extremely low costs.

Targeting options include:

     Contextual targeting – serving ads on pages of site talking about
      trucks or other appropriate subject matter.

     Placement targeting – pick specific sites and pages of sites.

     Retargeting – serve up ads to people based on past actions. Two of
      the most powerful types of retargeting are site retargeting (they’ve
      visited your site) and search retargeting (they’ve searched for
      something in the past).

Advanced Tips:

     Serve up ads to site visitors who have visited a particular page with
      ads that talk about that same product.

     If selling parts, serve up ads to people who have abandoned their
      shopping cart.

     Identify competitors who have YouTube channels and videos. Serve
      up ads while those videos play.