Making it Happen in the

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

178 εμφανίσεις

Making it Happen in the
Digital Space


Best
of the Best Panel Discussion


Phil Sura
-

Facilitator




Panelist: Best of the Best


Lonnie
Decker
, Chief
marketing
officer for The Auto Gallery,
Potamkin

Automotive
Group


Kevin Mize
, dealer
principal for
O’Hare Honda and O’Hare
Hyundai


Wayne Ussery
,
eCommerce

Director
Jim
Ellis
Group

Key Areas of Discussion


H
ow do you drive the unique
visitor count
to
your website?


Driving visibility with both organic and
SEM focuses.

How is mobile affecting this
focus?


How are you leveraging
video to drive
website conversion and organic search
results?


P
rocesses
to get the entire sales team
involved with embracing the digital space.






How do you drive the
unique visitor count to
your website?

Traffic, without conversion is just traffic !

Many avenues exist in attracting visitors to click through and visit
our sites. Social, display, mobile, video, search marketing, mobile
apps, and more. Building traffic sources and traffic numbers are
important, but traffic alone is just that…traffic. The key
measurement to success in building digital traffic numbers is in
the conversion…enough quality traffic that brings prospects
(phone calls, e mails, chat sessions, or in person visits) to our
teams, to allow them to do what they do best… sell and close.





Driving
visibility with
both organic and SEM
focuses. How is mobile
affecting this focus?


Where are people visiting from?


SEO ( Search Engine Optimization, Video SEO )


SEM ( Search Engine Marketing


Paid Search)


Social Media ( Facebook, Twitter, Foursquare)


Reputation ( Google, Yelp,
Dealerater
, Cars.com)


Mobile ( Phones and Tablets)


Direct traffic ( Traditional media, location
displays
-
events )


Display Advertising (Targeting and retargeting)


Partner Display ( Alpha, premium partnerships )

Traffic Breakdown


Jim Ellis Auto
Dealerships

August 2012

You can’t change what you can’t measure

Overall Traffic
-

August 2012

You can’t change what you can’t
measure

Phone Calls


August 2012

You can’t change what you can’t
measure

Jim Ellis Mobile App (Android and
Iphone
)

O’Hare Honda Google Analytics
-
mobile


Lonnie Decker
Increase unique
visitors
:

“Throwing
everything at it including the kitchen
sink”..


1
.

SEM Mobile and Web


2
. Quality copywriting


3
.

Site
health analysis


4
. leverage multimedia (video)


5
. Site

utility


6
.

Social Media


7
. Local Listings (Next.com)


8
. Create high quality back links


9
. Competitor analysis and benchmarking
10. Optimize 3rd party sites





How are you leveraging
video to drive website
conversion and organic
search results?




Avseo



Importance of Video in Organic
Search

AVSEO


Importance of Video in Organic
Search

Avseo



Importance of Video in Organic
Search

Model Video Pages with SEO

O’Hare Hyundai Service Page

Results From Page 1 of Google Search
Results AVSEO for Sales

Results From Page 1 of Google Search
Results AVSEO for Service/Fixed Ops

O’Hare Honda Video Click Through
Trend Report



P
rocesses
to get the
entire sales team
involved with embracing
the digital space.


Sales Team Involvement

Showroom QR Code
-

Instant CSI

Sales Team Involvement

Feedback Cards

Sales Team Involvement

Dealer Chat


Contact At Once

Proof’s in the numbers

Leads
Visits
Sales
% Leads Sold
% Visits Sold
Audi Atlanta
727
136
90
12.38%
66.18%
Audi Marietta
614
78
42
6.84%
53.85%
Buick GMC Atl
344
61
39
11.34%
63.93%
Buick GMC MOG
436
87
58
13.30%
66.67%
Chevrolet
1099
145
83
7.55%
57.24%
Hyundai
695
122
75
10.79%
61.48%
Mazda Atlanta
438
78
51
11.64%
65.38%
Mazda Marietta
415
53
32
7.71%
60.38%
Mitsubishi
185
16
8
7.00%
50.00%
Porsche
199
57
40
20.10%
70.18%
VW Atl
766
157
98
12.79%
62.42%
VW Mar
578
144
89
15.40%
61.81%




Total
6496
1134
705
10.85%
62.17%
Questions?