5 Ways Dealerships Can Gain Leads Through Video Marketing

Click the link below to listen to the podcast for this article:
 https://www.youtube.com/watch?v=V3t4PLFko3I&t=79s&pbjreload=10
      1. Develop An Engaging Video

Please don’t produce another terrible commercial and post it on YouTube. The world doesn’t need any more of these. What people always want more of is entertainment. So, spend some time on developing a great idea that promotes your business and engages your customers. Once you’ve uploaded the video, you can get the ball rolling on making it go viral by using services like StumbleUpon to drive traffic to your video for pennies per viewer. Use this to link back to specific landing pages on your dealerships website. 

      1. Use Strong Branding For Your Dealership

Customers love authentic dealerships. They like it when a dealership has a strong and clear message and that message is consistent across all of their marketing platforms. So, don’t try and be everything to everyone. Customers want the experts and the dealership that they connect with.  

      1. Don’t Forget To Use Links & Calls To Action

The best lead capturing strategy involves directing customers to other touch points of your dealerships marketing. Now that you have their attention with a great video, what are you going to do with it? Use a great video to direct customers to your website or even social media pages so you can connect with them and people they know. You can use videos to gain the results you want. 

      1. Use Your Video On The Right Platform

Think about it like this, you have a great viral quality video but if you’re sharing it on an app that only kids use, don’t be surprised when leads are not generated. With platforms like YouTube and Facebook you’ll have a variety of tools that other platforms can’t provide when it comes to finding your demographics.

      1. Use Data To Make Your Next Video Generate Even More Leads

After your first amazing video goes live the real work just begins. Monitor the results and feedback from viewers to find out what people liked and didn’t like. With video it’s so easy. You have page views, likes, shares and even specific comments telling you what worked! 

A Summary of the Do Not Call List Legislation

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 https://www.youtube.com/watch?v=V3t4PLFko3I&t=128s&pbjreload=10

A Summary of the Do Not Call List Legislation 

With so much information, it can be overwhelming trying to decipher the Do Not Call List legislation.  Hopefully, this summary will make understanding the details easier, and act as a resource as you move forward with your telemarketing campaign.  These rules apply not only to 3rd party telemarketing companies, but to all businesses who solicit on the phone for business.  

If you have sales people, a BDC department, and/or managers who call customers or prospects to ask for business, then the following legislation applies to you.  

Knowledge is power so take the appropriate actions to protect your dealership.  

The Legislation States

Everyone who either conducts telemarketing calls via a 3rd party company or directly in their business must be registered with the DNC. Even if the customer has done business with you before, you must still be registered.  

An Agency is not required to be registered if its clients are. Conversely, if their clients are not registered, then the agency/telemarketing company must be. 

The National Do Not Call List (DNCL) Rules prohibit telemarketers and clients of telemarketers from calling telephone numbers that have been registered on the National DNCL for more than 31 days. 

In order to make sure you aren’t calling anyone on the DNC list, your dealership—or the telemarketing company—must have a subscription for the area codes in your region.  They can then check your list of customers against their system, and remove anyone who is registered on the DNC list.  

You can find the FAQs here:
https://www.lnnte-dncl.gc.ca/ind/faqs-eng#nr_link02 

Who must register with the National DNCL Operator? 

Organizations on whose behalf telemarketing is conducted, whether done by themselves or through a 3rd party, must register their organization’s information with the National DNCL. 

Even if the calls you make—either directly or those that are made on your behalf—are exempted, you must still register. 

All telemarketers and clients of telemarketers must follow these Rules unless they are making calls that are specifically exempted from the National DNCL Rules. 

Who is exempted?

Calls made by or on behalf of:

  • Canadian registered charities 
  • political parties, riding associations, and candidates 
  • newspapers of general circulation for the purpose of soliciting subscriptions Calls made to:
  • consumers with whom you have an existing business relationship 
  • consumers who have provided expressed consent for receiving telemarketing calls 
  • business consumers

Are all unsolicited calls considered to be telemarketing calls?

No, not all unsolicited calls are telemarketing calls. Calls that are not considered telemarketing calls, and do not need to follow the National DNCL Rules but may need to follow the Automatic Dialing-Announcing Device (ADAD) Rules include: 

  • product recall calls 
  • appointment reminder calls 
  • calls related to payment or bill collections 
  • public service announcements 
  • calls for the sole purposes of market research, surveys or public opinion polls

Telemarketing Company Requirements: 

When hiring a telemarketing company, make sure they meet the following requirements: 

  1. A telemarketer must keep the records related to its use of the National DNCL for a period of 3 years from the date the records are created.

  2. Your dealership or the telemarketing company must subscribe to the DNCL in order to ensure that the people on that list are not being called, even if you have implied consent.  You must have expressed consent if they are to be called. List must still be scrubbed against the DNCL.
  3. Consumers can contact you directly to put their numbers on your internal do not call list, or they can ask you/telemarketer to add their number to your list during the call. You must oblige.
  4. The telemarketing company must provide you with the list of all customers who have asked to be removed from your internal list from further phone calls.  The unsubscribe list is yours and you must use it to update your own system. 

If your dealership switches telemarketing providers, it is extremely important to obtain the unsubscribe list after each campaign in order to update your own internal system. If this does not happen then it would be to your great benefit to stick to one company which holds that information in their system.  

Link to Register: 

To register an organization is free and everyone has to do it. Once signed up, your registration will be valid for 12 months.  Before your registration expires, you will be notified. It takes 10 minutes to register.

Here is the link: https://www.lnnte-dncl.gc.ca/ind/insorg-regorg-eng 

 

 

 

Social & Video Marketing Strategies & Analytics

Video Marketing

If you have a message you want to spread and you want to reach as many people as possible, then video is the way to go. It’s the easiest way for people to consume information and if you’re video is done right it spreads your message far beyond the reach of your budget. Video marketing is also where quality matters most, so for dealers looking to do video the right way it’s important to put the production in the hands of someone that can a deliver a product that is visually sharp and speaks directly to viewers.

Social Media Marketing

Social media marketing is where your dealership sets it self a part from competition by branding your dealership and giving it personality. Great social media marketing not only delivers messages to existing customers traditional advertising can’t, your customers engage in your advertising to reach potential new customers they’re connected with. Every dealership is unique and social media is the way to tell your story.

Top 3 Ways To Convert More Leads Through Digital Marketing

Every car dealer knows nothing beats customers walking into the showroom. You can post great pictures to your website and try to have content that answers customers questions before they even ask them but of course nothing beats the real thing. So if you’re trying to measure conversion rate of your website strictly by figuring out who bought a car by visiting your site, you’re doing it wrong. Your websites conversion should be measured by how many customers went to your website and then went into your showroom because that’s where sales happen.  

Here’s a couple ways to get people excited about your showroom using your website. 

Use Incredible PERSONAL Photography.

You have a beautiful showroom with cars lined up just the way you like. Perfect, now show it off! Post pictures of your showroom constantly and mix up the angles you use, people in the pics and displays so it feels like there’s always something changing at your dealership.  

Provide exclusive website promotions for people who visited your site.

You’d be going out of business if your offered promotions everywhere for everyone. But how about providing just a slightly better/different offer for website users. You can even have printouts or text messages that go to customers so when they come into your showroom not only will they have proof that they are eligible for exclusive offers you’ll know they’ve been converted because of your website. 

 Finally. 

Ask if people visited your website.

Metrics let you know quite a bit about who’s on your site. Take the guess work out of figuring out exactly who got to your showroom from your website by simply asking them. There’s no metric better than that. You’ll also see what’s working or not. 

How To Create Your Dealership’s Marketing Plan

1. Identify Your Customers 

If this sounds basic it’s because it is. However, you’d be surprised by how many dealerships don’t think about this when they market and advertise. Even worse dealerships fail to re-identify their customers. Customers change over time. Once you know who they are do a little bit of extra work finding out how they like being marketed to and how their needs change. Get this first step right and you’ll save yourself from a lot of headaches later. 

2. Identify What Your Competitors Are Doing 

You’re not the first dealership to market and advertise, so a good start for your marketing plan is learning what works by looking at competitors. After that, simply make your marketing communications better and also see what dealerships are doing wrong and avoid those mistakes. For example, if a certain kind of post works for one dealership on Facebook make your own version, make it even better if you can. If someone has been posting on Instagram for 2 years and they have a low amount of followers you can use their own social media to narrow what you can create by avoiding what they’ve done. Learning how competitors market keeps you ahead of them and in front of customers. 

3. Use The Right Platforms & Marketing Tools 

Now that you know who to talk to and what works, it’s time to figure out how to reach your customers with your marketing. There’s so many ways to communicate it can be overwhelming if you choose to market absolutely everywhere. On top of running a dealership having to create new marketing content across every platform can drive you crazy. How about just using the marketing tools that work best so you’re only investing your time in the most effective way? Part of every good marketing foundation is making sure you solve problems before they happen. Using these steps will help you do that! 

The Reasons’ Why Your Digital Marketing Plan May Not Work

Every advertising campaign has a life cycle with different communications and flow from beginning to end. What often fails with dealerships digital advertising is the failure to understand there is no end to digital advertising. It’s the ultimate long term play, so with that said, consistency then becomes the most important factor. You simply can’t start doing social, set up a new website or Youtube page and then walk away. People have follow buttons for a reason, they want to check back with you. If you can commit to staying consistent or can find the right people to do it for you, digital marketing can’t fail. 

Another big reason dealerships might see digital advertising as not working is because they’re not measuring its success the right way. If you’re expecting to send out a tweet that’s so amazing that people buy a car because of it, you’re going to be disappointed. Digital advertising is supposed to be once piece of a long process that gets you what you want. The expectation you should have for your digital advertising should be whether or not it gets people to the next step of a process. 

How To Quickly Increase Followers On Facebook

1. Engage With Other Dealership & Car Niche Pages  

Regularly leave thoughtful comments in response to other people’s posts. Make sure you’re commenting as your page rather than from your personal profile. Showing your own engagement first then makes other people want to engage with you.

2. Use Cross Promoting 

Borrowing followers from Twitter, Instagram etc will allow you to grow on Facebook because you’re asking for follows from people that already like your dealership. Just because people are following you on one platform doesn’t mean they’re following you on Facebook.

3. Tag Other Pages In Your Posts 

When you tag other pages, your posts appear on their wall and may spark the interest of those pages fans. This is a good way to maximize a post and have it pop up in more than one place to reach new people.

4. Ask For Facebook Engagement In Person! 

Upload photos from live events, and ask your fans to tag themselves. This gets your photos in front of your fans and friends to extend your visibility and reach. With so many automotive events happening all the time it’s a great way to directly drive people to Facebook when you meet with someone. 

Top 5 Digital Marketing Mistakes To Avoid

1. Avoid Waiting To Update Special Promotions Page 

How many times have you visited a website and the promotions they’re running are out of date? With so much traffic being directed to your dealerships site you’re making first impressions everyday. Updating promotions ASAP allows you to maximize the time the promotion is valid for and allows you to avoid making yourself seem sloppy with out an out of date website.

2. Avoid Waiting To Update Special Promotions Page 

When was the last time your home slides were updated? Make your website seem active and alive by changing graphics and photography so your website doesn’t stagnate. If customers are actively returning to your website or social platforms it would be nice for them to see content and images change so they’re being rewarded by for returning. 

3. Avoid Blurry Pictures

You have beautiful cars to showcase and platforms to get your message out there, so don’t have your communications fall apart when you have to upload a photo. It’s hard for your website to feel modern when your photos look like they’re from the 90s. Investing in a DSLR is the best way to get high resolution pics or a more affordable option is checking out photo apps on your phone that make pictures look crisp and clean. 

4. Avoid Bombarding Your Customers On Your Homepage

Organizing and streamlining your website goes a long way. Customers won’t want to spend to much time on your site if there are videos, pics and chat screens jumping out at them when they’re trying to read. Avoid overloading content on one page and add new web pages if necessary. 

 5. Avoid Making A Dealership Website. Make YOUR dealership website. 

With so many ways to create content it should be almost impossible for your site to look like anyone else’s. Custom photography and graphics are an impactful way to look visually different. You can also make your website more personal by highlighting your staff and dealership.  

Top 5 Benefits Social Media Can Provide For Your Dealership

Click the link below to listen to the podcast for this article:
 https://www.youtube.com/watch?v=LamPMrSC_Cc&pbjreload=10
  1. Gain Valuable Customer Insights

Every day there are over 4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram. Through daily active engagement and social listening, you can gather relevant customer data and use that information to make smarter decisions for your dealership. With Facebook Insights, for example, you can gather information in real time to find the conversations happening around your dealership and make informed decisions. 

  1. Generate Higher Converting Leads

Social media increases sales and customer retention through regular interaction. In a 2015 Sales Best Practices study, world-class companies rated social media as the most effective way to identify a NEW audience for sales opportunities. In the same 2015 study, nearly 75 percent of companies that engaged in selling on social media reported an increase in sales in 12 months. 

  1. Increase Website Traffic & Search Ranking For Your Dealership

One huge benefit of social media for your dealership is using it to increase your website traffic. Not only does social media help you direct people to your website, but the more social media shares you receive, the higher your search ranking will be. For example, if every person who follows your dealership on Twitter retweets a post, it’s more likely to rank higher in Google’s search engine. Way faster and affordable than investing in SEO for the same results. 

  1. Find Out What Other Dealerships Are Doing

With social media monitoring you can gain key information about your competitors. This kind of intel will allow you to make strategic business decisions to stay ahead of them. Based on what you’re seeing other dealers offer, you can offer better deals, create better posts for promotions and funnel customers away from your competitors and towards your showroom.  

  1. Build Relationships

Social media isn’t about blasting your company’s sales pitch on social. It’s a channel where you have the opportunity build relationships with your customers. For example, social media allows dealerships to create dialogue with people who might just want to have their concerns about purchasing a car addressed. Customers will have a relationship started with you before you even meet them and have a connection with you that they won’t with any other dealership. You can have this kind of dialogue with your dealership and customers through social media that other forms of advertising cannot. 

Top 3 Ways To Convert Ads Into Leads

1. Fix Broken Links & Blank Pages

It always amazes me when I visit a dealer website and I find so many broken links and blank pages but to be honest, I get it. Often, people don’t see a website as a living and breathing thing.

Maybe when the internet was first realized 20 years ago, it was acceptable to have information and contact numbers but now, especially in the Automotive world, things are changing on a regular basis. With so much competition and online research happening, you can’t afford to let it slip away.

If you spend money on marketing through Ads, Social, Direct Mail etc… driving more traffic to your site, make sure that the customer doesn’t click off because they didn’t get the information they wanted. That’s your chance to shine and convert this person into a lead.

2. No One Likes Spending Time Filling Out Forms

Everyone has sign up forms but if they’re not working what’s the point. You have an awesome website, the customer wants to keep in touch and now you’re losing them because it takes forever filling out a form. Focus on streamlining your sign up form so they spend more time on other aspects of your website.

3. Optimize & Customize Your Dealerships Conversion Page

Many dealerships tend to rely on “custom” templates that will drive conversion rates up. Although this is not really working if it doesn’t align with the rest of your dealerships branding and looks just like everyone else’s. Using graphics on a conversion page is an underutilized technique and asking questions that are interesting can make a boring form more of an experience.

4. Each Platform Has Its Own Conversion Process & Strategy

Conversion rates are important but it’s essential to tweak your approach for each platform to optimize the experience and tip the scales toward a conversion for different users. If you understand that conversion is the last step of the process then it is important to also understand the lead up to that step as well and customize your marketing funnel accordingly.