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Make Money Mondays with Sean V. Bradley - Special Edition - Stop Changing Your Websites

In this week's Episode of Make Money Mondays Special Edition, Chris Herman, President at Herman Advertising advises dealerships to stop changing their websites. Any time a dealership goes to a 20 Group or conference, they see the different website providers who have a "good looking website". Most dealerships go with those website providers because they think the "looks" will drive more traffic. You need to focus on the website you have now and create a process to convert traffic at a reasonable ratio. The success of a website is from the internal workings of the backend, not the "looks" of the site.

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Learn More About Websites for Your Dealership on This Edition of Make Money Mondays with Sean V. Bradley CSP. In this edition of Make Money Mondays, CEO of Dealer Synergy Sean V. Bradley discusses websites for your car dealership. Sean explains that your dealership MUST be optimized for use on mobile devices like tablets and cell phones - your website must be adaptive or responsive. Your website also needs to be optimized for speed and functionality using the Google Speed Test. Finally, to truly maximize your online efforts, you should have a custom website optimized for your local market, in addition to any websites supplied by your OEM. Keep the knowledge going, when you're done here check out his awesome training platform Bradleyondemand.com.

In October, 2013, I posted a controversial article about the differences between responsive and adaptive websites and came to the conclusion that, at that time, properly coded adaptive websites were performing better than responsive websites in the automotive arena. I stand by that assertion as long as the timestamp is attached. In other words, adaptive was better in the automotive industry than responsive in October, 2013.

Today, I am happily reversing my opinion. The industry has caught up. There are a handful of companies in our space that have not only improved on the earlier iterations that I did not like but who have taken their responsive sites beyond the adaptive sites that were performing phenomenally well. It's not that adaptive sites are bad or that they've fallen off at all. Today, the responsive sites (and the numbers attached to their results for dealers) have surpassed their adaptive counterparts.

The real difference in the platforms that I have seen launched in recent months compared to the original batch of automotive responsive website designers is that they seem to have followed (coincidentally, I'm sure) a different assertion I made a week after the original post that dealers and their vendors should build websites for mobile first. Mobile is today. It's getting bigger tomorrow.

Responsive websites that are built to accommodate the demands and limitations of mobile devices do not lose out on desktop functionality. If anything, today's savvy buyer has grown accustomed to a more mobile experience on their desktops and appreciate the simplicity that such design brings to the table.

I am dying to name some of the companies that I have looked at over the last few months that have impressed me with their designs and website management tools, but now is not the time. There are five strong responsive design firms that have impressed the heck out of me lately. Two are well known. Two are less known. One is pretty much unknown in the industry. I won't name them because I have yet to do a comprehensive review of everyone's platform. Considering that there are about 50 players in the automotive website arena, it's likely that I will never make it through them all.

In lieu of recommendations or direct endorsements, I'll keep it simple and show you what you should be considering...

• Speed and User Experience: While I have never been big on "quality test" sites that spit out a score about how good your website is, Google has a pretty good one out there with their PageSpeed Insights. The desktop component isn't a huge deal but look at both numbers in mobile - Speed and User Experience. Shoot for a speed over 50 as a bare minimum and the UX should be high, preferably over 90.
• Mobile-Only Functionality: One of the arguments that adaptive website providers make is that you can't put mobile functionality such as "Click to Call" or GPS-enabled navigation on responsive sites. This isn't true, though most of the responsive sites that I have seen do not take advantage of this. You can have that sort of unique functionality appear on your responsive sites when they are on a mobile screen and have them not available on a desktop. If you're considering responsive, ask your vendor if this is the case for their sites.
• Morphing Buttons: Many of the buttons on desktop websites are square. This doesn't lend to an effective mobile translation most of the times because they are too big to see on a single mobile screen. When a responsive website is rendered on a small screen, those large buttons should "morph" into mobile-friendlier buttons, preferably long rectangles that are still big enough for those of us with fat fingers.
• Intelligent Navigation Bars: Just like with the buttons, the navigation bars at the top that are so easy to use on desktop often become a challenge on mobile devices. Most responsive websites stack the navigation options when viewed on a small screen. This is a mistake. Instead, there should be a transition to a drop-down menu for the mobile experience. It should be at the top right and be easy to push for us fat-fingered-folks.
• Remove of "Extras": Even though we'd like to think that everything on our website is of vital importance to our visitors, there are always "fillers" that make sense on desktops but not on mobile. For example, that scrolling display of all of your vehicle types (you know, the one that gets somewhere south of 20 clicks per month) should not be taking up space on mobile. It' fine for desktops but make for a bad mobile experience. Remember, mobile is about getting to the point.

There are plenty of other things that I could go into regarding what to look for in a responsive website design, but I'll leave it off where it is and add a single closing thought: a great adaptive website is still better than a good (or bad) responsive website. Let the numbers guide you in your decision. It's about getting leads and driving more people to your inventory both online and offline. Make sure that the experience they're receiving in their mobile exploration of your website is better than any of your competitors. It makes a difference.

Having tracked data for the last seven years in the automotive marketing arena, I can tell you a few things that I've learned that have brought us to where the content marketing world is today. It's all about process and answering the questions that consumers are asking and it's something that, as I've said time and time again in the past, needs to be viewed holistically.

Rather than go into a long post about how to make it all sing properly (that's for future posts), it's important to understand the content marketing trio. No, they have nothing to do with the Three Stooges, but those who don't understand the consumers' mentality might ended up looking like stooges in 2014. This is that important.

To get this understanding, you have to put yourself in the consumers' shoes. You buy things. Take what you know about that and apply it to the mentality and process below.

Where

If they can't find you, they can't do business with you. This is a no-brainer. You can advertise on the various networks, get your branding in place through billboards and radio, put ads in third-party sites across the internet, and a dozen other ways to help people find you, but it's search marketing that truly answers all of the questions that start with "where".

Since content marketing can help your search engine optimization tremendously, it fits in as the first of the trio. Most people are probably finding your website by the name of your company. While this is fine, you don't need to be heavily optimized to be found for your name. It's the other people, the ones that are doing generic searches for you by product or service in your local area, that can have a double impact on your business. By being better optimized, you are moving yourself up in searches which means you are also moving a competitor down.

What

This is your website. "What" you're trying to sell should be easy to determine once visitors get there. The challenge is that having a website that's just like every other website in your market is silly yet so commonly practiced thanks to the mega-vendors and forced OEM adoption.

There is a psychology that goes along with websites that says, "different is usually better". If your customers visit five websites, four of which look pretty much alike and the fifth, yours, looks different, they'll wonder why. It will register, even if only on a subconscious level. If the design and content are compelling, you have an advantage.

Why

In industries such as automotive where the differences in price are measured in small percentage points, the "why" factor comes into play. Most have a page that's a variation of "Why Buy from Us" on their website but it gets very few visitors. It takes more than that to get a consumer to consider you over a competitor.

This is one of the many places where social media comes into play. When are people most likely to click on the social media buttons on your website? When they're done. In other words, they might visit a handful of websites and put in leads at two or three of them. Once they're done, there's a decent chance that they'll click through to your social media presence to see what you're up to from the human side of the company. What will they see? Will it be a ton of ads? Will it be a ton of "look at me" posts?

What if they saw your community involvement? What if they saw your happy customers? What if they saw the local community engaging with you and you engaging back with them? They might look at you and two of your competitors during the course of their browsing. Will you be the most compelling? Does you social media presence give them a good reason to want to buy from you rather than the store down the block that's posting boring or unauthentic content on their social media profiles?

Holistic

In future posts, we'll go into how the holistic method of content marketing can make the whole greater than the sum of its parts, but it's important to understand that reasons that it's all tied together. Don't think search, websites, and social. Think where, what, and why.

In a world where everyone is in search of the magic bullet that will increase both sales and website traffic, what if I told you that all you had to do to start immediately performing at a higher level is to differentiate yourself from your competition?

To paraphrase Seth Godin, there are a lot of brown cows out there – but nobody notices brown cows. If you want to get noticed, you have to be a purple cow. A purple cow in a field full of brown cows is sure to get noticed.

Want to be a purple cow? Read on to learn how to stand out from your website’s competitors:

Know Yourself

The best brands in the world know themselves. They know their strengths, their weaknesses, their successes, their failures – and they know not only where they are now, but also where they’re going in the future. A successful brand is one with one foot planted firmly in the present that also knows where to place the other foot in the future. You only get to this point by taking a true audit of everything you do – right and wrong.

Know Your Competitors

What do they do right? Is there anything they’re offering that you aren’t? When thinking in terms of consumer experience, what can your competitors offer that you can’t?

Once you understand the reason behind why people aren’t choosing your company, it’s much easier to fix any holes in your website or product offerings that are holding you back.

Create a Differentiator or a USP

Great websites and great brands do things differently than others. They offer what’s called a “unique selling proposition” or USP.  Finding your USP requires serious introspection and keying on that one item or trait that separates you from your competition. If you don’t have one, create it.

Specialize

There is a time and place to be a jack-of-all trades, but the web isn’t one of them. In a place where consumers can find just about anything from the companies that specialize in these items, they aren’t going to want to purchase one item that you really excel and several others that are of a mediocre quality. Find what you’re good at it – additional offerings are just noise.

KISS

Keep it simple, stupid. There are two basic principles to the KISS method when it comes to online business…

The first is making your product or service easily understandable at a glance. If the average consumer needs to watch a three-minute video to understand what it is you do, you’re losing customers.

The second KISS method revolves around user experience. GoDaddy might make a ton of money selling domains and upgrades, but their checkout process – with all of its upgrades and add-on options – is maddening. KISS!

Invest in Your Brand

Too often, online business owners make good money, but fail to put enough of it back into their brands in order to grow. There are always things you can make better, whether it’s enhancing your product design, user experience or additional product offerings.

Identify Consumer Pain Points

The best products and services are those that make somebody’s life easier. No matter what niche you’re in, there are pain points that you must document in order to create the products or service offerings that will make your customer’s life easier. Solve the problem; cash the check.

Hire the Best People

At some point, your web-based business is going to need additional help. And when it comes to hiring, you need to ask yourself whether your candidates truly have the potential to bring needed value to your position. If not, they aren’t for you – the world doesn’t need more mediocre employees.

Retain Them

Keeping your employees happy has been shown to increase workplace productivity, as well as decrease stress and turnover. Once you find good employees, it’s always cheaper to retain them than to go through the process of finding others, training them, and hoping they stick around.

Make Bold Guarantees

“First page of Google in 90 Days!!!”

“100,000 Facebook Fans in 6 Months!!!”

These are the kinds of guarantees that get people’s attention. While you shouldn’t offer empty promises or guarantees you can’t meet, bold statements like these are undoubtedly powerful. Remember, though, if you can’t deliver, don’t say it.

Over Deliver

Following the above examples, what if, instead of just getting a single web page to the Top 10 results in Google, you got the client a second result in just 55 days? How about 150,000 Facebook fans in just five months? People never complain about someone who over-delivers on a promise. In fact, they may just share how happy they are with others.

Track Success and Failures

It’s easy to document the things you did well. What’s much harder – but much more important – is the ability to document your failures. Having a list of things you did wrong makes you more likely to learn from the mistake, rather than repeating it. In fact, mistakes are often the best thing that could happen to a business. Success doesn’t teach the way failure does.

Be Transparent

The days of private operation of a business are all but over. Let your customers take a peek behind the screen, and show them that you’re willing to share how you do things. Customers feel safer and more loyal to brands that they feel aren’t hiding anything.

Be Innovative

Go ahead; re-invent the wheel. This goes back to the purple cow idea. If you do something differently, you’re bound to get noticed. Apple revolutionized the way in which we listen to music. What’d it get them? A bump in revenue so large that they became one of the most successful companies on the planet.

Test, Test, Test

Great companies are always testing new ideas. Even if you’re just rolling out a specific feature to a certain segment in order to gather feedback, you should always be testing. You can’t be innovative if you’re afraid to fail, and you’ll never know if a feature will be a success unless you put it out in front of your market.

Don’t Skimp

It’s easy to grab a freelancer from Elance, Guru, or oDesk to do your SEO, content and social media. Does that make it the right way? Probably not. One small flub can seriously tarnish a business’s reputation. A few shortcuts in the SEO process could lead to huge penalties from Google or being de-indexed from the SERPs entirely.

The key here is accountability. Find people that have something to lose if they make huge blunders and they’re far less likely to make them. Cheaper isn’t always better.

Get the Referral

This is “Sales 101” stuff, but online business owners often forget it. Get the referral. It’s easier than ever to get a referral online. The sale doesn’t stop with the current customer. Ask for a Tweet or a Facebook status update in exchange for a freebie or discount. It’s that easy.

The web opens up new doors that we’ve never seen before. These doors have the potential to lead to huge successes or monumental losses. Those that are making the money are those that are willing to be different from their competitors in order to deliver a better product or service than those around them. Listen to your customers, respect them, and find ways to differentiate yourself from everyone else. Follow these rules and you’ll be counting your cash in no time.

Source: http://www.searchenginejournal.com/17-ways-stand-websites-competitors/67977/

Back in the days when Yahoo was fighting against Alta Vista, when Bing was still called Microsoft Live, and when Google was trying to get the big Y to buy them, onsite content and meta tags were search. It was a day of keyword stuff, of hidden text, and of content scraping that helped porn sites rank for the term “toys” while male enhancement drugs could be found on searches for “big fun”. Google emerged as the leader in part because of their pure design, but also because they started looking offsite for signals about search rankings.

The days before Google’s innovation were the peak of onsite SEO. Google turned search on its head by focusing more on what other websites were saying about your website through links rather than anything you put on your site itself. PageRank changed search forever and helped to eliminate some of the poor spammy techniques that websites employed for the sake of getting search engine traffic. Of course, with any good thing comes the bad parts and spammers started learning how to manipulate offsite signals as well.

This persisted until about a year ago. It was at SXSW 2012 that Google’s Matt Cutts and Bing’s Duane Forrester told SEO guru Danny Sullivan that changes were in the works to help rein in offsite link spamming. A month and a half later on April 24th, search was changed forever with the introduction of the Penguin search algorithm update. It helped to eliminate a lot of the offsite spamming techniques, enough so to take some companies out of the SEO business (or out of business altogether).

The pre-PageRank days were the only ones when having the right website made more of a difference than it does today. With the rise of content marketing as a hub for SEO and social media marketing rather than a component of the two disciplines, having the strongest possible website content is essential in promoting a brand on search as well as social media sites like Facebook. You can’t just have a website and drive links to it anymore. Today, you have to “bring it” from a quality perspective. While it’s possible to have a dealer website that stays completely focused on the task of selling cars and services, it’s better to have one that’s diverse with information, articles, and other pieces of content that bring value to the visitors whether they want to buy something or not.

Google is smart. Bing may be smarter, albeit not at marketing themselves. They can tell the difference between SEO content and valuable content for the website visitors much better than most are will to admit. SEO spam is dying. Bulk is dying. Today, the search engines want to see effort. They want you to amaze people with the content you put on your website.

For the most part, most dealers understand the importance of having content on their websites. They know that search engines love unique content and if they have any hope of ranking well for keywords other than their own name, they need content to help expand their reach.

Things have been changing a bit for the last year. A new type of content is rising in importance from both a search as well as a social perspective. The two go hand in hand; if you have good content that people are willing to share on social media, this helps the website in search as well thanks to the rise of social signals as a component of the Google and Bing ranking algorithms. The problem with nearly all dealer websites is this: none of your content is worth sharing.

People don’t share inventory listings, but we need them to rank well. People don’t share specials, but we want our website visitors to see them. This poses a new challenge for dealers – the content that we want to be found isn’t the type of content that people are willing to share on their social media profiles or through links that they create on their websites. Thankfully, Google and Bing both know this. It’s not a problem that is unique to the automotive industry. Their answer: build content that is made specifically to benefit the reader regardless of whether they’re buying your product at that very moment or not.

Engaging content is quickly becoming the most important content on dealer websites that are building them. The reason that they’re so important is that they’re unique. Every dealer website has inventory. Differentiating one inventory from another is challenging, particularly for brands like Dodge and General Motors that require their dealers to use the same inventory types across the board. Dealers that also build engaging content on their websites are able to do better in both search and social because they’re bringing value to their visitors in the eyes of Google and Bing.

Long story short – if you build content on your website that is engaging, it will help your other important pages like inventory, specials, and the homepage itself rank better in search. Check out this story about making the most of your CMS, then check out these four content types that would work well on your website.

1. Educational Content – This is actually the easiest type of content to put on the site and also the most common used by a handful of dealers today. You’re the expert. Show it. Make a video about how to connect a smartphone MP3 player to the stereo system in a particular vehicle. Write the process up step by step (make it unique – don’t copy and paste!), post it with the video and perhaps some images, and you have a very shareable piece of educational content.
2. Entertaining Content – You don’t have to be a comedian to entertain. Sometimes, it’s just a matter of focusing your automotive passions. Pictures of cars, videos from the local community, and write-ups about people doing amazing things with their vehicles all make for great entertaining content.
3. Customer Experience Content – This is a tricky one but can have the dual-benefit of helping with your reputation while engaging with your customers. One great example I saw a while back was about a grandson who was helping his grandmother to find the perfect car for her, only to find out after the deal was complete that she was actually buying the car for him as a college present. Great pictures, heartwarming, and puts the dealership in a great light for playing along with the ruse until the end. With this type of content, you’ll always want to make sure you have permission from the subjects before proceeding.
4. Community Focus Content – This is another tricky one, but it can be helpful for the dealership while helping a cause as well. In essence, you’re taking things that your dealership does from a charitable perspective and using the website to help spread the word. It’s important to be selfless in this case. Your benefit is from the content and promoting the cause, not from promoting the dealership itself.

There are other content types that are engaging, but these will give you a good starting spot as you get to building additional content. Remember, sometimes the best way to get people to the content you want them to see is to give them the content that they want to see first.

For those with a business that has an active blog, you may say that this seems light. It is. It seems that there’s a huge gap between those who are adding content to their site and those who don’t so we’re going with a strong minimum. If you’re adding two pieces of content per month, you have the ability to make a difference.

I’m not talking about conversion pages. I’m talking about interesting, engaging content that people can and will share if they see it. I’m talking about building content that works for your business, that’s associated with your target visitors, and that comes from a unique place that is inherent to you. I’m talking about writing about what you know best – your business and the area that it’s in.

That’s not to say that those who are blogging regularly shouldn’t read about this. Most that I’ve seen who are “blogging” are actually just posting search-relevant content in hopes that it will help them gain additional keywords. This practice is fine but is not a replacement for the type of content that I’m talking about here. For this content, you have to make it real. You have to build content that you would be interested in reading yourself if you came across it on the internet or in a magazine.

We’ve discussed this type of content in the past regarding killing birds, but it wouldn’t be doing the topic service to write about it once and let it go. Here’s an overview:

Strong Related Content

Most businesses are starting to post some sort of content on their blogs or directly to their site. Unfortunately, the vast majority of it is completely self-serving. This is fine – you’re a business, not a media publication – but you’ll miss out on the benefits inherent with valuable and/or entertaining content if everything is about you. There are other stories to tell, other concepts that should be explored in your industry, and interesting aspects of your community that will help you create content that others can post to their social media profiles or link to from their websites.

That’s the goal. If you’re a dealership writing articles like “Nissan Altima Dallas Gets New Incentives”, it’s fine and can help you rank for the target term “Nissan Altima Dallas” but it’s not enough. You needgood content to support your conversion content. Not everything is about keywords. Done right, it’s easier to get the tougher keywords by going after something altogether.

As we’ve discussed in the past, content has two primary goals. Yes, it can help the search engines understand your website better, so the SEO value is strong within the content. This is what conversion content is all about. However, you won’t get anyone to share or link to this type of content, which is why engaging content is necessary to achieve the second goal: getting inbound links and social signals pointed to your website.

When you have an interesting piece of content that is shared on social media and linked to by others, it helps the entire domain achieve higher rankings in search for the “money terms” that you want. By mixing in pieces of content such as “9 Amazing Uses of Ford SYNC and Your Smartphone”, you’re on your way to getting higher rankings for other keywords. It does, of course, help with social media content as well, but even if you don’t believe in the value of this content, you’ll surely see the value of improving your rankings.

Two pieces of content a month might seem low, but how much are your producing today? Then, ask yourself which is more likely – to get in and post a lot of content, then get tired of it and abandon it altogether, or to schedule two pieces of content that don’t interrupt your normal routine too often and that have a tremendous impact on your overall internet marketing? This is why I ask people to start with two. If they build two a month for a few months, they might decide that the value is high enough to hire a part-time or full-time content writer. That’s the goal. Bring in some value, then expand on it.

Once you start, it’s hard to stop after seeing the amazing result.

One of the keys to being a true dealership partner amongst a sea of vendors is having the willingness to “share the playbook” with our clients and prospects. This is much more important today than ever before in the world of automotive internet marketing because the changes are happening too rapidly. Marketing professionals and companies must stay on top of these changes from day to day and adjust accordingly, something that the vast majority of dealers simply do not have time to do.

Search engine marketing has been in a state of constant flux for nearly a year now. It has always been a challenge keeping up with the changes, but today the changes are coming at us so rapidly that we have to stay tuned in at all times. This is good for those who truly do stay on top; dealers and vendors who have the right plans up front but who also keep them fluid enough to change on the fly are the ones that will have the most success in 2013.

Thankfully, there are certain rock solid activities that have staying power. Google and Bing love quality, so understanding the activities that will work today and that will continue to work tomorrow act as a wonderful hedge against the nuanced changes that happen constantly. Minor course corrections on a solid strategy is the key to sustained success (for us and for dealers).

Here are some of the things that we know work today and that will continue to work in the foreseeable future. There are risky moves that make rankings go up quickly and watch them fall even faster, then there are safe bets that play the SEO market with a steady hand. These are some of those things. The best part – you don’t need a vendor to make these things happen for you. The power is well within your grasp. Pick any one of these activities and do it right now. Bookmark this page and come back to it in a couple of days, a week, or whenever you have time to push forward. Search rankings move with or without your input. Take more control of the outcome by doing these simple tasks regularly.

1. Build a Content Page – I’ve harped on this point many times but it will never get old. Assuming you have a proper CMS that allows for it, you should build a content page. This isn’t a conversion page. It’s not a page that will compel visitors to buy a car. It’s a page with interesting content that only you can supply that supports your conversion pages. By bringing value to the table, you’ll be able to give Google and Bing what they want: quality. For example, you can build a page that lists five key components the 2013 Toyota Camry has that other makes and models do not have. Of course, you’ll be sure to add contextual links to conversion pages such as inventory search pages for the Camry, specials, or anything else that this page can support.
2. Get Social Signals to your Pages – This is much quicker than you might think as far as activities go. People at your dealership are on Facebook, Twitter, or Google+ right now. Take a stroll around the dealership with a particular important URL or two in mind and ask them to share the page on their social profiles. Some will not want to “pollute” their feed with what they may consider workplace spam, but this is another reason why you will want to have strong content pages (see tip #1) handy. They might not want to share the inventory pages directly, but who wouldn’t want to share an interesting piece of content such as this?
3. Write a Guest Post – You or someone at your dealership has expertise in cars and the ability to write about it. Find this person. Send out an email to the company and ask if anyone is interested in doing some writing on the side for the dealership. You don’t need much – a couple of pieces of content a month will suffice for now. Once you have some story ideas, pitch them to appropriate blogs and local websites. Some will not be responsive. Others welcome the opportunity to get fresh, unique content for free. This one actually requires a much longer article to describe in detail, but that doesn’t mean you can’t get started today.

Content, social signals, and links. These are the three key components to search engine optimization that are within your power even if you’re not a website developer. Remember to hold quality at the highest level when planning your strategies. A focus on quality over quantity is what has helped us stay on top of the game for so long. Tricks come and go. Quality optimization principles have staying power. Use them.

Who is the BEST Automotive Dealership Website Company? And Why...???

Automotive Internet Sales is creating its TOP 10 LISTS! And the first section is Dealership Website Companies...

So, Please give me your feedback. Remember that is what this site is about... INFORMATION, IDEAS and FEEDBACK.

I look forward to all of your posts and thoughts.

SVB-

Ok,

This is an oldie but goodie :)

I want to hear all of your opinions...

What is TRULY Vital for a SUCCESSFUL Dealership Website...?

I have Dealership after Dealership ask me these questions:

* Who is the best dealership website company?

* What are the best features for a dealeship site?

* Should I have a Flash site or not and why...?

* How many websites should I have?

* What is onsite versus offsite SEO?

* How often should I update my website?

* What content is important for my website?

**** And on and on the questions go... Please understand these are NOT the ONLY questions... I am simply trying to start the conversation...

I would love to hear from all of you as to what makes the MOST POWERFUL and Successful Dealersgip Website Solution and WHY?

I look forward to your posts

SVB-