three proven strategies to use the web to grow your dealership

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Three Proven Strategies to Use the Web To Grow Your DealershipDarrell AmyDealer Marketing Systems

Monday, February 25, 13

www.DealerMarketingSystems.com!www.DealerMarketingSystems.com!/darrellamy /dealermarketingsystems@DlrMktgSyswww.dealermarketingsystems.com

Your Web Properties

Website

Your Web Properties

WebsiteSocial

Your Web Properties

WebsiteSocial Search

Who Visits Your Web Properties?1. Current Clients

2. Potential Clients

3. Search Engines

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1. Cross Sell Current Customers

Current Clients

‣What are your marketing goals for your current clients?

‣ Cross-sell new offerings

‣ Managed Services, Document Solutions, Printer Supplies

‣ Connect them with your communication channels

‣ Email, Facebook, Twitter, LinkedIn

Why Do Clients Visit Your Site?

‣ Place a service call

‣Order supplies

‣ Enter meter readings

‣ Find a phone number

Cross-Sell Current Clients

ConnectEmail SignupSocial Media Likes/Follows

Question

‣What do you want to communicate to your current clients when they visit your website?

@DlrMktgSys

/darrellamy

2. Develop New Business Relationships With Social Networks

“Social networking is the new cold call.”

Jeffrey Gittomer

The Main Social Networks

Searchable, public “text messages”

My network of business people.

A personal network of everyone I’ve ever met.

The Power of LinkedIn

• It’s a tool to help you finding new business

•2,799,320 LinkedIn users in Australia

•Visit an average of 5 times a week

Market Intelligence‣ Get connected to people

inside your potential accounts

Referrals

• John did a great job for Jay

• John “Would you be willing to refer us?”

• Jay “You bet!”

• John “Who should we talk to?”

Hmmm• “Alan? He just changed jobs …”

• “Robin? Um, maybe not …”

• Jay’s trying to help

•But a good referral is hard to find

•He has to think about who he knows …

•… and match them to John’s business

• “Sorry John”

Where Referrals Go to Die

Where Referrals Go to Die“If I think of someone, I’ll be sure to let you know”

• Jay probably won’t think of someone

• He means well … but it’s not a priority

• Too bad – they were almost there

• Craig is an old friend of Jay’s

LinkedIn = Connections

•LinkedIn allows you to:

• Identify connections

• Act on connections

• Do the heavy lifting so your buyer doesn’t have to

Jay’s Connections

An Opportunity Arises

John Asks for Feedback

The Reply

Craig is a great friend, I’d be happy to connect you.

Katy’s budget just got cut. Check back with me in a few months.

Willie is in my network, but I don’t know him that well.

Back to LinkedIn

Asking for the Introduction

No Magic Bullet

• Referrals still take work

No Magic Bullet

• It lets YOU do the work instead of your buyer

No Magic Bullet

• It’s in your hands to make referrals happen

No Magic Bullet

• It’s in your hands to make referrals happen

• No more “I’ll try to think of someone”

You Can Start Today

• Choose a client

You Can Start Today

• Choose a client

• Make the connection

You Can Start Today

• Choose a client

• Make the connection

• Go exploring

Question

‣How can you use social networks to develop new business relationships?

@DlrMktgSys

/darrellamy

3. Get Involved In Competitive Deals With Google

Who Is Searching For You?

‣ Prospective Clients That Met With a Ricoh Rep About Managed Print

‣ Someone looking for a “Xerox” machine

‣ Someone searching for IT support

What Are They Searching For?

‣Hint--it may not be what you think

‣Google AdWords Keyword Tool

Australia Google Searches

Why Page One of Google is Critical

‣Most search traffic goes through Google

‣When you optimize for Google you also hit the others

What Does Google Want?

‣How much content related to a term? (Quantity)

‣How fresh is that content? (Date)

‣How popular is the site? (Web Traffic & Inbound Links)

How Do You Get On Page One?Content is King

Dominating Page One

‣Website‣Google Places‣ Facebook‣ Twitter‣ LinkedIn‣ YouTube‣ Social Bookmarks

Question

‣Who is on page one of Google in your market?

Keys to Success

‣ Branded Web Properties

‣Consistently Updated Content

‣ Sales Reps That Know How To Use Social Networks

WebsiteUSP

Social

Content

Search

Campaigns

Organic

Pay-per-click

Managed Marketing Services‣ Search

‣ Social

‣ Content

‣ Campaigns

three proven strategies to use the web to grow your dealership

current clients

cross sell current customers

darrellamyinnovative

marketing goals

web propertiessocialwebsite

potential clients

social networking

email signup social

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