Uh oh! Beginning of The Trust Cycle: Using Social Media & Digital Marketing to Engage Your Customers

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Uh Oh! Platforms, wires, people huddled together trying to get those extra few bars of battery life at the airport. This truly is the digital connection economy. Hopping on an airplane witnessing passenger reactions when flight attendants tell them no monitors are available to view shows. Their only option is to download the app and view on their laptop, iPad or smart phone device is sobering to say the least. For the “millennial” this is just normal life, but as a fellow entrepreneur and marketer, I wonder how they feel or how I would feel if I was in their position. Needless to say, this is our new reality, so let’s make the most of it.

When talking sales or execution of a marketing strategy, the funnel is always brought up. What people tend to forget is the way someone comes into the funnel has completely changed. They are entering the funnel wayyyyyy before they meet you, they are entering digitally on their own terms, in their own time. This is HUGE! Does social media sell and what the hell is the ROI? Well, those are great questions, but it is accurate to say that social media, search and display are the beginning stages of the trust cycle, so if you want to say hello to your customer, I suggest you get social and start building trust. By doing this, I do not mean come outta the gate swinging and asking them to buy your sh*t, but rather to establish some value and authority in your chosen space.

Facebook, Twitter, Snapchat, Instagram, LinkedIn, YouTube are known as social media networks, but make no mistake, they are platforms where people spend a ridiculous amount of time and breath on. We call these platforms, and there are three main stages to platforms: traction, maintaining and expansion. Out of these three, traction is the hardest. Think about trying to lose weight, hardest part is literally getting started. This is part of human nature, if we do not see immediate results or get the desired reactions from our pees, we often dismiss our initial reasons for starting out on the venture. Traction is social media or plat forming is no different as it takes time, dedication and constant thumb exercise. Hah did you get that joke? Are you thumbs hurting? I know mine are!

When tackling you’re your social media strategy for your real estate company or automotive dealership, think of it as a going on a date for the first time. The initial first 5 minutes of the interaction will often likely determine the outcome of what that encounter will look like as it goes on. Ask yourself how you can provide value and gain trust with your customer when making posts or curating your content. Remember, this is not a game, it is all about interacting with people! People are not dumb, they know when someone is trying to sell them, stop it! Seth Godin say’s it best, we are in a permission economy!

Get out there and build some trust!

Come say hi to me.

Keynote Speaker For Recreational Vehicle Dealers Association of Canada November 4 at Bally’s Hotel in Las Vegas | Digital Marketing

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Join me November 4 at 10:30am as I will be the keynote speaker for the Recreational Vehicle Dealers Association of Canada in Vegas! I will be talking about the utilization of digital marketing and how recreational vehicle dealers can maximize the tools at their disposal to not only gain new customers, but better serve their existing customer base.

For more information or to attend, please visit here to get all the latest details! I definitely think that anyone who is in the recreation vehicle industry knows the challenges and growth that is happening when their customers are using the internet in their research regime. This presentation will be of benefit to everyone.

Have an amazing day and hope you are wearing your best socks!

Gratitude,

Call or text 780.218.5899 or @RyanHoltz1 on the Twitter and Instagram!

Western Canadian Auto Dealer Summit Recap and Digital Marketing Panel Break Down with Mayfield Toyota, Davis Chevrolet & Village Honda

  
Nestled in the mountains, surrounded by some of Canada’s most amazing landscape all centered around the Fairmont Banff Springs was The Canadian Western Dealer Summit hosted by Alberta, Saskatchewan and Manitoba automotive associations. This conference was amazing! From the opening gala to all the fantastic speakers that ranged from Google, internet lead response all the way to digital marketing and everything in between. If you did not attend, you missed out! Check out the speakers here.

  
I enjoy attending these types of automotive conferences both as a speaker and as an attendee because they are educational and speak to how the autonotive industry and landscape has changed. This year the hash tag #WCDS was introduced which helped fuel the conversation on Twitter. (see below for some tweets) I found this year to be well attended and full of auto dealers that were very focused and determined to get as much information to bring back to their auto dealerships as they could. The progress in the last year that dealers have made is very good. You can tell they are seeing the importance of matching where the current buyer is and also the knowledge level.

  
In the past almost two years, both myself and The Motor Dealers Association Of Alberta partnered up to offer social media and digital marketing workshops to the dealer member body. These have proven to have quite the impact on the auto industry especially here in Alberta. As a result of this, I organized a “success story” panel comprised of past attendees who I felt really made strives and executed on the information that was provided in the workshops. I also wanted other dealers to hear unbiased feedback from their other dealer peers so that ultimately they could decide what path they wanted to go down. The dealer panel consisted of Mayfield Toyota, Davis Chevrolet and Village Honda.

I want to keep this blog post short. I would like to end off by saying that the auto customer has become more educated in their car purchase, especially the path to purchase. This automatically forces auto dealers to meet them in their discovery stage. It is an exciting time for the industry as it is changing and going through disruption which is good!

Ta ta for now!

#WCDS Chatter…..

Search Marketing For Your 2015 Auto Dealership Digital Marketing Strategy…Grab a Coffee And Enjoy!

  

Touch ID, swipe to Google and enter your long tail search all of course from your smart phone. These are the first actions a car buyer takes on their “discovery” journey to find that perfect vehicle for their needs.

Depending on the research stage that the car buyer is in, often depends how deep they are searching. For example, if I am the customer and have recently decided that I am in the market for a car, I may do a “fat head” search like Toyota and then proceed to check out different models and options that Toyota offers. Now, assuming I am the same customer, I may have progressed in my reasearch and “discovery” stages and now am doing a long tail search like ”Toyota Rav 4 Edmonton” or “Chevrolet Silverado Double Cab Calgary”. It is imperative that as an auto dealer, you are understanding what your customers are searching and better yet, understanding that your   customers are getting much more sophisticated and detailed in their search. So many auto dealers are allocating huge budgets into purchasing “fat head” keywords like “Edmonton Ford” or “Calgary Toyota”. The reason these are so high in price is that you are competing with your competitors for these same words and is no different then a used car manager going to the auction and bidding on a unit and lands up paying too much because the bid went so high. Supply and demand.

Here are some tips to help you maximize your search marketing efforts to make sure your potential car buyer can find you for a price that does not break your bank:

Tips:

1. Pick a monthly budget that you want to spend.

2. Assign your search marketing efforts to a staff member who has knowledge in this subject OR hire a consultant such as myself ;) (Honestly though, you will save yourself money and see much better results if you have someone who is educated in this field.)

3. Use a keyword tool, you can google “keyword tools” and there are plenty of free options out there along with Google’s own in house tool. This is a great tip especially when writing content rich copy to help with your seo and organic search results.

4. Monitor your search marketing and pay per click campaign progress weekly and atleast monthly as you will constantly be making tweaks and changes to your strategy.

5. Actually take action on this and make valid effort to incorporate this as part of your auto dealership digital marketing strategy.

I am going to stop this blog here and I will be back with a much more in depth post about search marketing and how you can kill it with your dealership efforts! For now, this will help provoke some thought.

Questions or need help? Reach out to me here.