Make Money Mondays with Sean V. Bradley - BDC Service Conversions "Buy Back Program"
In this week's Episode of Make Money Mondays Sean V. Bradley, President of Dealer Synergy, explains a efficient tactic to bring more traffic to your showroom. You should be looking at your Service Department as the customer depot instead of waiting every day for the up bus. NADA says that a person is 7x more likely to purchase a vehicle from a dealership where they've had their own car serviced.
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If you have any questions, call or text Sean on his cell 267-319-6776.
Have you ever done research on your mobile device for something you really want to purchase? Maybe you do all that research on your desktop and make the actual purchase on your mobile phone?
This week on Think Tank Tuesday, Paul discusses something that Google has finally rolled out: Cross-Device Retargeting. You'll be able to reach users across tablets, desktops, and mobile devices.
Find out more information by watching this week's Think Tank Tuesday!
We’d love to hear what you have to say. Comment below and follow us on Facebook.
Since 2015, Google has been using something called RankBrain, and it was used to process and deliver more relevant and organic search results. How? It was even a mystery to Google!
Rankbrain not only understands language semantics, but also complex search queries, which gives it the ability to think similarly to humans.
What does this mean for you? Find out by watching this week's Hard Facts.
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There is something going on with dealership websites that needs to stop ASAP!
It’s something that should be pretty obvious, but clearly isn’t.
Know what I’m talking about?
Most websites for car dealers look, feel and flow the same way as each other.
They all have the same messaging, calls-to-action, design concepts and lack the site traffic needed to make a big impact on gross or net profits.
The problem is that automotive consumers are much more web-savvy than they’ve ever been.
They have been conditioned to use the internet in a specific way based on the sites they visit on a regular basis.
Sites like Amazon, eBay, Facebook and other ecommerce and social sites.
Most dealer websites are not providing the experience that online users are already used to. They are playing catchup.
I think most dealers would agree that the objective of their website is to get more leads from their website. After all, more leads = more sales opportunities, right?
Well here’s a secret that will get your website converting traffic like a machine.
I must warn you, that this secret will require...WORK.
Nonetheless, it’s a tried and tested strategy that will separate your dealership from the vast majority of other dealers and help you dominate your market online.
If you look at the other websites out there that your consumers are visiting on a regular basis, what do they all have in common?
Information in the form of content.
You see, every day MILLIONS of automotive consumers are going online to research your products and services. You know what they’re finding? Your competitors.
Why? Because your competitors are providing more information on their websites than you are.
Why is it that I can go online and find more information about a $20 cell phone case than most consumers can about the second largest investment of their life?
Think about it!
You need to get more content on your website that covers a variety of topics.
Blog about the latest vehicles on your lot. Do video test drives. Talk about your products and services in a way that provides REAL value to your customers. Leave the pitch out.
Just focus on value, value, value and more value.
The cool thing about providing value in the form of content is that you’ll attract the right type of customers to your site.
All you need to do is identify the type of customer you wish to attract and then create content that speaks to them.
When you know who you’re speaking to, it gets that much easier to know what to ask them as well. All you have to do is line up the call-to-action with the content that you’ve created.
This strategy will give you an immediate increase in leads because you’ll be able to leverage your existing site traffic.
So here’s the breakdown on how to get started:
1.) Figure out what type of customer you want to speak to (vehicle sales, parts, services, finance etc.)
2.) Create content in the form of a blog, videos, images etc that speak to them about what they’re interested in
3.) Keep the pitch out of your content - just focus on providing REAL value to the customer
4.) Include a call-to-action that’s relevant to your content
Doing so will allow you to:
1.) Leverage your existing site traffic
2.) Attract new Qualified site traffic
3.) Increase leads from your website
Have fun with this, and feel free to comment with your questions if you’d like some help getting started.
There's a big, fat lie in the automotive industry that has been circulating for years. The idea that many hold onto is that conversion rate is the most important number when trying to determine the quality of a website. This couldn't be further from the truth.
Here's a fact - the worse your search marketing is, both for SEO and PPC, the higher your conversion rate is going to be. This cannot be disputed. If buyers are only able to find your dealership on search if they're typing in your name, that means that the only people visiting your website are already inclined to consider doing business with you. Searches for you by name will always yield the highest conversion rates from the visitors.
As your search marketing expands and you start bringing in people from a more diverse range of searches, the traffic goes up, the total number of leads go up, but the conversion rate drops. Total number of leads, however, go up. It's very simple once you understand the dynamic.
Let's say you're currently getting the majority of your search traffic from a variation of your name. Look at your analytics to see if this is the case. With the majority of your traffic coming from searches for your name, the math may look like this:
- Traffic from Search: 5,000
- Conversion Rate: 10%
- Total Leads: 500
Now, as you improve your search marketing and expand your reach, your traffic can go up. Let's say you improve your SEO and start ranking in not just your city and for you name, but in other cities as well. Let's say you're outside of a metro area and through proper search marketing you're able to reach into this market and expose your inventory to a wider range of buyers. Your traffic will go up, but because these visitors didn't find you by name and since they're probably further away from your dealership, the rate for these visitors drops in half. You may get 1000 extra visitors at a 5% conversion rate, yielding 50 more leads. You haven't hurt your ranking for searches of your name, so the original 5,000 visitors are still intact. Now, the numbers look like this:
- Traffic from Search: 6,000
- Conversion Rate: 9.2%
- Total Leads: 550
Many would have you believe that the drop from 10% conversion rate to 9.2% conversion rate is a bad thing, but the important number to note is that the total number of leads went up as a result.
Your goal as a dealer is to sell more cars. It's mathematically inefficient to extend your search reach and as a result your conversion rate goes down. However, the number to focus upon for your website is total conversions. How many leads are you getting? How many sales are you generating from these leads? This is the bottom line that truly affects the success of your website and your business.
Conversion rate is a great indicator that can help you make tweaks and adjustments to your current site, but look at your traffic trends when considering conversion rate fluctuations. Improved conversion rate can be good, but if it's associated with a drop in traffic, you should look at your search rankings and the keywords driving traffic to determine if there's an underlying negative that's making the numbers look good. Conversely, if your rate goes down, see if there's a correlating increase in traffic.
Get more leads that convert to more sales. That's the end goal. Don't get lost in the numbers that some are throwing out at you.