Three Proven Strategies to Use the Web To Grow Your Dealership

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Innovative Marketing for Office Technology Resellers


Innovative Marketing for Office Technology Resellers /dealermarketingsystems

@DlrMktgSys

/darrellamy

Three Proven Strategies to Use the Web To Grow Your DealershipDarrell AmyDealer Marketing Systems

Monday, February 25, 13

www.DealerMarketingSystems.com!www.DealerMarketingSystems.com!/darrellamy /[email protected]

Your Web Properties

Website



Your Web Properties

WebsiteSocial



Your Web Properties

WebsiteSocial Search



Who Visits Your Web Properties?1. Current Clients

2. Potential Clients

3. Search Engines






@DlrMktgSys

/darrellamy

1. Cross Sell Current Customers



Current Clients

‣What are your marketing goals for your current clients?

‣ Cross-sell new offerings

‣ Managed Services, Document Solutions, Printer Supplies

‣ Connect them with your communication channels

‣ Email, Facebook, Twitter, LinkedIn



Why Do Clients Visit Your Site?

‣ Place a service call

‣Order supplies

‣ Enter meter readings

‣ Find a phone number



Cross-Sell Current Clients



ConnectEmail SignupSocial Media Likes/Follows



Question

‣What do you want to communicate to your current clients when they visit your website?






@DlrMktgSys

/darrellamy

2. Develop New Business Relationships With Social Networks



“Social networking is the new cold call.”

Jeffrey Gittomer



The Main Social Networks

Searchable, public “text messages”

My network of business people.

A personal network of everyone I’ve ever met.



The Power of LinkedIn




• It’s a tool to help you finding new business





•2,799,320 LinkedIn users in Australia





•2,799,320 LinkedIn users in Australia

•Visit an average of 5 times a week



Market Intelligence‣ Get connected to people

inside your potential accounts



Referrals



Referrals

• John did a great job for Jay

• John “Would you be willing to refer us?”

• Jay “You bet!”

• John “Who should we talk to?”



Hmmm



Hmmm• “Alan? He just changed jobs …”

• “Robin? Um, maybe not …”

• Jay’s trying to help

•But a good referral is hard to find

•He has to think about who he knows …

•… and match them to John’s business

• “Sorry John”



Where Referrals Go to Die



Where Referrals Go to Die“If I think of someone, I’ll be sure to let you know”




• Jay probably won’t think of someone





• He means well … but it’s not a priority





• He means well … but it’s not a priority

• Too bad – they were almost there

• Craig is an old friend of Jay’s



LinkedIn = Connections



LinkedIn = Connections

•LinkedIn allows you to:

• Identify connections

• Act on connections

• Do the heavy lifting so your buyer doesn’t have to



Jay’s Connections



An Opportunity Arises



John Asks for Feedback



The Reply

Craig is a great friend, I’d be happy to connect you.

Katy’s budget just got cut. Check back with me in a few months.

Willie is in my network, but I don’t know him that well.



Back to LinkedIn



Asking for the Introduction



No Magic Bullet



No Magic Bullet

• Referrals still take work



No Magic Bullet


• It lets YOU do the work instead of your buyer



No Magic Bullet



• It’s in your hands to make referrals happen



No Magic Bullet



• It’s in your hands to make referrals happen

• No more “I’ll try to think of someone”



You Can Start Today



You Can Start Today

• Choose a client



You Can Start Today

• Choose a client

• Make the connection



You Can Start Today

• Choose a client

• Make the connection

• Go exploring



Question

‣How can you use social networks to develop new business relationships?






@DlrMktgSys

/darrellamy

3. Get Involved In Competitive Deals With Google



Who Is Searching For You?

‣ Prospective Clients That Met With a Ricoh Rep About Managed Print

‣ Someone looking for a “Xerox” machine

‣ Someone searching for IT support



What Are They Searching For?

‣Hint--it may not be what you think

‣Google AdWords Keyword Tool



Australia Google Searches



Why Page One of Google is Critical

‣Most search traffic goes through Google

‣When you optimize for Google you also hit the others



What Does Google Want?

‣How much content related to a term? (Quantity)

‣How fresh is that content? (Date)

‣How popular is the site? (Web Traffic & Inbound Links)



How Do You Get On Page One?Content is King



Dominating Page One

‣Website‣Google Places‣ Facebook‣ Twitter‣ LinkedIn‣ YouTube‣ Social Bookmarks



Question

‣Who is on page one of Google in your market?



Keys to Success

‣ Branded Web Properties

‣Consistently Updated Content

‣ Sales Reps That Know How To Use Social Networks



WebsiteUSP

Social

Content

Search

Campaigns

Email

Print

Organic

Pay-per-click

Ads

Managed Marketing Services‣ Search

‣ Social

‣ Content

‣ Campaigns


Three Proven Strategies to Use the Web To Grow Your Dealership

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Transcript of Three Proven Strategies to Use the Web To Grow Your Dealership