HOW TO LINE UP YOUR DIGITAL MARKETING STRATEGY
Dustin McCutcheon, Digital Media Advisor, Haystak | Troy Watson, Digital Marketing Specialist, Haystak
96,000,000
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2005 Papal Inauguration Pope Benedict XVI
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2013 Papal Inauguration Pope Francis
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• The Future of Search
• Auto industry intelligence
• How do people really search?
• SEO | What no one else is telling you
• SEM | How to be realistic with your budget
• Focusing on new business to make more sales!
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Today
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Device Proliferation!
# of users (millions)
Tablets
50
45
40
35
30
25
20
15
10
5
0
iPhone
TV
Internet
Radio
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
Source: hannemyr.com/essay/diff.html 2000, macworld.com, 2010
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Dealer Ad Spend is Mismatched With Consumer Behavior
Adults 18+ Media
Consumption
Ad Spending Share of US
Automobile Dealerships
Internet 43.6%
TV 37.4%
Radio 11.9%
Print 4.5%
Source: eMarketer “Share of Average Time Spent Per Day With Select Media by US Adults, 2013”
eMarketer “Ad Spending Share of US Automobile Dealerships By Media, 2013.”
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What are you most interested
in learning more about?
A. SEO strategy
B. Define a proper SEM budget
C. Key questions to ask my Search vendors
D. How to gain market share through Search
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Wednesday, June 24, 2009
Online Usage By Generation
Source: 2015 Automotive Buyer Influence Study
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Shopping Trends
While overall shopping time has decreased since 2011, actual time spent shopping online has increased.
Source: 2015 Automotive Buyer Influence Study
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Average Dealer Digital Spend
Source: NADA 2006-2014; Borrell & Associates 2014-15 Automotive Report
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Two Areas Of Education Today:
Paid
Results
(SEM)
Paid
Results
Organic
results
(SEM)
(SEO)
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Digital Marketing Core
Websites
Search
Engine
Optimization
(SEO)
Remarketing
& Display
Advertising
Third Party
Solutions
Pay Per
Click
Advertising
Video
Advertising
Social
Advertising
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Advertising 101:
Reach,
Relevancy,
& ROI
Toyota Camry
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How Consumers Search
KNOW WHAT
THEY’RE
LOOKING FOR
FIND SOMETHING
THEY DON’T
KNOW
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A U T O M O T I V E D I G I TA L M A R K E T I N G
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Which search engines do you
invest your SEM budget with?
A.
B.
C.
D.
Google Only
Bing/Yahoo Only
Google & Bing/Yahoo
None/Unsure
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Wednesday, June 24, 2009
3 Key Elements To Simplify Your SEM
1
2
3
Budgets Defined By
Impression Share
Business Goals
Drive Strategy
Go After New
Customers To
Gain Market Share
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Terminology
Term Category
Definition
Example
Cost
Brand Terms
Someone searching for your
dealership by brand name
“Hometown Motors
Honda”
$6.26 per call
$0.80 per click
Someone searching for
your franchise and local city
“Arizona Honda Dealers”
$16.74 per call
$2.07 per click
Someone searching for
your franchise
“Honda Dealers”
$30.11 per call
$3.39 per click
Someone searching for a
specific product you sell
“Honda Accord Price”
$96.73 per call
$3.91 per click
“Yellow Page” Keyword
Regional Terms
“Discovery” Keyword
Franchise Terms
“Discovery” Keyword
Model Terms
“Discovery” Keyword
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1 Budget Determined By Impression Share
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2 Business Goals Drive Strategy
HONDA DEALER HAS $5,000 FOR SEM.
Honda Dealers
have 12 different
Models. Let’s look
at just 10…
10 Models = $500
per month or $16
per day in clicks
per model
= $ with an
average of $3.00
per click that = 5
clicks per day.
That’s before Regional,
Brand, Competitive, Used
Dynamic, Service, Parts,
Display and Retargeting.
ACCORD
ACCORD COUPE
CIVIC
CIVIC COUPE
CR-Z
FIT
INSIGHT
HR-V
CROSSTOUR
CR-V
PILOT
ODYSSEY
So we need to focus on one area, set a great
foundation, and build for the future from there.
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29%
of Population
1. California
2. Texas
3. New York
4. Florida
5. Illinois
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3 Strategy Drives ROI
$.80
$3.80
PER CLICK
PER CLICK
$6.25
$45.25
PER CALL
PER CALL
$14.25
$22,525
OIL CHANGE
USED CAR
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A U T O M O T I V E D I G I TA L M A R K E T I N G
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SEO Site Traffic
• 41.9% of SEO traffic comes
from brand name
• 60.9% of SEO traffic comes
from the top 6 keywords
• 1459 other keywords make
up the remaining traffic
• After the top 6 keywords, the
traffic averages 1.9 visits per
keyword
Source: Haystak Google Analytic Study
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5 Examples Of Snake Oil:
01’
When the focus is on the work
instead of the increase in traffic.
02’
When there’s no independent,
un-biased reporting.
03’
When there’s a focus on only one element
of SEO – such as only focusing on landing
pages Or only on blog updates
04’
When the strategy doesn’t
involve competitor analysis
05’
When the company promises
you first rank position listing.
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Let Data Drive Your SEO Strategy
SIMPLE
1. Identify high volume
search terms
2. Find out where your
competition is ranking
3. Identify ease of moving
up through organic rank
positions
4. Optimize for those
keywords
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Key Takeaway: SEO MOZ
Independent,
one of the
most trusted
SEO grading
companies in
the industry
FREE
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Key Takeaway: Authority Labs
FREE
Judges
your site vs
competitors
site.
Industry Averages
Authority Score:
20-30
Proper # of backlinks:
600-1200
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So, Where do you begin?
•
How many cars you sell every month
•
Breakdown of new vs used cars sold per month
•
Breakdown of new and used inventory in stock on average
•
Buy sell data from past year
•
Total budget you want to stay within
•
Do you want PPC, display, and retargeting? Or just PPC?
•
What do you judge success or failure of SEM / SEO upon?
•
Do you believe SEM is for leads or influence?
•
How far out do you normally market? (Think: send mailers)
•
What’s the population that you serve?
•
What are your core “why-buys”?
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Do You Dominate
Your Back Yard
Or Conquest?
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Honda Accord Sales Performance
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Download And Send Your Sell Data To Your SEM Provider
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Review Of Key Takeaways
A
D
The Future is Now
E
Build your Digital
Core in Order
Let data drive your
SEO strategy
D
Get access to Adwords,
know your keyword
strategy,
F
Don’t judge success or
failure off of conversions
G
Focus your budget
towards your goals.
H
Invest largest portion
of budget towards
“Discovery Terms”
G
B
C
Use Sell Data to
drive strategy
F
C
B
E
A
H
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How to line up your digital marketing strategy
Brett Kelly Director Strategic Growth | Anthony Sudon Manager, Major Accounts