Nobody Loves an Advertisement, They Love A Story #MarketingTips

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Nobody Loves an Advertisement, They Love A Story

I know, right?! People still seem to get taken back by this statement when I say it. I stand firmly behind it, the days of getting sold are coming to a very abrupt end. Inbound is making up a ton of the leads that are transpiring into the almighty sale. Think of it logically…..do you really wake up in the morning and confess your love for that first advertisement that appears in your Facebook news feed or that little mobile banner ad on your local weather app while you are on the toilet?! Hell NO! I know you do not. We are slowly trained to condition our brains to avoid the advertisements UNLESS we are choosing to make the decision to pursue the product on our own accord. Funny how that works, EH?

Now, let’s wake up again and start over, when you see that furry little kitty or puppy post on your Facebook, Twitter or Instagram feed, you tend to smile and even share that onto your almighty timeline…why, I wonder?! That is because it evoked some sort of emotion to make you feel compelled to relate with the piece of content or post. That little kitty or puppy automatically reminds you of your own pet, or a pet that you recently lost or a friend’s pet, it helps your mind automatically correlate to a certain feeling, time and emotion. This is what we call storytelling, the ability to articulate a thought, idea or opinion and convey the message through the proper context. Since we were young, all we did was read stories, so our minds are trained right off the hop to love and appreciate a great story that does not start with a pitch!

How does this relate to your business, whether that be an auto dealership, real estate brokerage or just your local cookie company? It relates because you have a product or service and simply want people to be interested enough to come in and try it out. The “sell” is really the story as to why they should come in and spend their hard cold cash on your product or service.

Things to consider when crafting your story as to why people should come in and check out your product:

1. Who would my product or service benefit? (No, not everybody, be more specific)
2. What need or desire does my product fulfill?
3. Who is a large segment of my buyers? (age, location, interest, etc.hbb)
4. Which platforms am I going to use to share my content? (Facebook, Twitter, Instagram, Snapchat etc.)
5. What is the proper context to syndicate my content? (If your customer is on Facebook, but you are pushing out on Instagram, then clearly, not good)

In 2017, contextual marketing is more and more relevant as the days of “spray and pray” marketing to the masses are coming to a close, it is all about personalization and even though it creates a crap load more work up front, the results on the back end will be very pleasing.

Let me know your thoughts! Do you love an ad?

Workshop: A Healthy Dose Of Automotive Contextual Digital Marketing, “SEO” & Data For Calgary & Edmonton Auto Dealers

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A Healthy Dose Of Automotive Contextual Digital Marketing, “SEO” & Data

“Contextual marketing refers to online and mobile marketing that provides targeted advertising based upon user information, such as the search terms they’re using or recent web-browsing activity.”

We will:

1. Learn the strategy behind contextual marketing
2. Understand how to track and monitor what car buyers are doing during their “discovery” stage
3. Learn how to setup heavily targeted ads that get served to a customer at the appropriate time
4. Understand how to syndicate our social media targeting with our display advertising
5. Learn how to attain rich data sets to better understand exactly what our customer is doing prior to saying hello
6. Understand why and how contextual marketing enables marketers to deliver more relevant, meaningful content that helps win new conversions and engender their long-time loyalty.
7. LIVE demo of a contextually delivered ad with a distinct conversion goal

This workshop is suited for intermediate to advanced staff including Dealer Principals, Sales Managers & Marketing Personnel. Personnel from the dealership attending this workshop should understand what their current dealership’s marketing strategy is and what the dealership’s online marketing goals are. As always, bring an award winning attitude, clear mind and a sense of humour!

Click here to register.

New Google Ad Function Allows Gen Y Car Buyers A Direct Path To The Car Sale Using Text Messaging | Canadian Auto Dealer Marketing

screenshot-2016-11-19-16-24-00 Purchasing a vehicle just got intense, but wasn’t it already? Gen Y’s expectation of the dealer and manufacturer just got heightened. No more tacky “on hold” phone music while you wait for the secretary to scramble and find a sales person to take your “UP”. Text messaging is a function that has truly changed how we communicate as a culture and world. It allows us to multi-task and talk to many people at one time without being bogged down by the old school phone call and voice to voice. I did a workshop on this very sales technique through The Motor Dealers Association of Alberta last year where we talked about CRM systems lack of ability to follow conversations between car buyers and sales people that were within the text messaging environment.

In an article written by Vince Bond from the Automotive News, he interviewed Kia’s Head of Digital Marketing David Schoonover and asked why he thought text messaging was so intricate in landing the sale. Read the article here. In the article Kia talks about how they understand that Gen Y simply does not want to wait on the phone for 5 minutes and the expectation has changed.

In the automotive marketing workshops and seminars that we do, we always stress the importance of understanding what the car buyer needs and the preferred context they want to communicate in. So important in 2016!

If your dealerships has questions or would like training on how to use texting and text ads to land more deals, reach out to us here.

Also a huge shout out to Platinum Mitsubishi for allowing us to use a screenshot from their recent Google Text Ads.

Ep 06: Interview with Beverley Theresa on Vanity Metrics, Social Media Marketing & SHADE

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In this episode of The Ryan Holtz Show, I interview Beverley Theresa. Beverley is a sassy and unconventional social media strategist who literally is everywhere online and truly loves marketing and based here in Edmonton. I wanted to interview Beverley because she brings RAW to marketing and I love it. We chatted about vanity metrics and and traditional vs digital media. SHADE as Beverley made me aware in the podcast by pointing out that I must be old if I do not understand what this terms is, lol.

Here is a summary of what we chatted about:

Vanity metrics on social media

- buying followers or focusing too much on followers
- social media marketers hash-tagging every single word that doesn’t even convert or have anything to do with the post so they can try and get more likes
- social media and advertising examples courtesy of Realtors

Social media cliques

- someone who said Edmonton is like a clique and it’s hard to break in, which i kind of agree on, but it’s like that in every city
- getting mad if someone doesn’t respond to you on social media
- in the end just talk to people, because, they’re people

Follow Beverley!

twitter @hellobeverley
instagram @hellobeverley
snapchat @hellobeverley
linkedin https://www.linkedin.com/in/hellobeverley
pinterest https://www.pinterest.com/hellobeverley

SPEAKING at DealerTalkX in Calgary October 6, 2016 | Calgary, Edmonton & Alberta Auto Dealers | Digital Marketing

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Where: Telus Spark Place (220 St Georges Dr NE, Calgary, AB T2E 5T2)
When: October 6 at 10:10am

Subject: Don’t Let “ROI” Crush Your Customers Expectations of Your Dealership To Be Creative Engaging and Innovative Through Your Digital Marketing Efforts.

I am truly excited and humbled to be among the speakers at this conference. Kijiji has done a great job of providing a event and forum to offer auto dealers in Toronto, Montreal and Calgary actionable items that they can literally go back to the dealership with and execute. There will be some amazing speakers such as Jon Montgomery, Olympic Gold Medalist and host of The Amazing Race.

If you would like to attend my presentation or have any questions, I do have a discount code that you can purchase tickets with. Please reach out me here.

See you in Calgary!

Digital Auto Dealer Panel Hosted By Ryan Holtz at Western Canadian Dealer Summit Monday, September 14 at The Fairmont Banff Springs! Get Registered!

  
Well! Super excited to host and moderate a digital auto dealer panel showcasing success stories from the automotive marketing workshops that we have hosted over the last 18 months.

We will have Glenn from Davis Chevrolet which is apart of the Davis group. We will also have Breanne from Village Honda who is apart of Wood Automotive Group. We will also have Frank from Mayfield Toyota Scion. The goal of this digital dealer panel is to express and acknowledge auto dealers in Alberta who have taken their digital marketing efforts to new strides.

With over 288 attendees from over 100 different auto dealers in Alberta, the workshops that I have teamed up with The Motor Dealers Association of Alberta over the past 18 months to conduct have been a amazing success! 

It is no secret that automotive dealers in Canada and the United States are looking for ways to shift from traditional forms of advertising into digital. These workshops were designed by myself to help the dealer principle, general sales manager, marketing manager or sales consultant to understand the basics of marketing in a digital ecosystem ultimately offering more of return both financially and in sales.

Register here to join us and auto dealers from Manitoba, Saskatchewan and Alberta to indulge in an amazing automotive event!

My Interview On 401 Radio’s Biz Talk With Corrine Dayman Talking About Feet, Social Media And How People And Businesses Are Communicating Via Web, All in Toronto!

So refreshing is the words I would use to describe my most recent radio interview while I was in Toronto to speak at The Canadian Jewellery Expos and Canadian Jewellery group shows. Corrine Dayman had opened up the show by telling me how she came across my article in the Canadian Jewellery Magazine.

We talked about how social media needs to be sexy and fun. In 2015, the way humans are communicating both personally and professionally has changed immensely, therefore the way we market our business has to match the context in which we communicate. I absolutely love what former CEO of Burberry Angela Ahrendts does with brands allowing their story to be told through digital mediums, it is quite amazing actually. Owners of businesses, whether they be jewellery store owners or car dealership owners are all struggling to find that grasp on how to properly tell their story with good content in a digital context.

Some advice I would give to business owners is to take your time and before making the first move, figure out what your current story is and most of all, who your current customer is.

Ex: If I am selling cars and I figure out that my current car buyer is shopping heavy using digital and third party websites to do their research, I would then try and match that path to purchase by gently tapping them through my digital arm whether it be Facebook, Google, Twitter, Instagram or whatever!

We are mobile, we are on the move, we have less time, we have more choices, therefore if we are in business, we must keep up with our customers or risk not being there when they need us. Remember, the customer is in complete control, not us!

Need some help with your online marketing? Need a website or app? Need some staff training in personal branding? Maybe just need to chat? Either way, reach out to me here :)

aSK ME Episode 1: How Do I Market My Small Business Or Auto Dealership With No Money?

I get asked this question ALL the time! It is a great question, small businesses are to small to be big and to big to be small which puts you in that small tiny lonely place! The good news is that there are so many FREE ways to get the word out online about your product or service. Many business owners number one struggle is time management. The number one question is “Ryan where do I find time to manage all my social media and online assets and still keep my customers happy?!” My answer is:

This comes with the territory of owning any kind of business in 2015 with the internet and social media revolution. Even auto dealerships which are million dollar entities struggle with finding skilled staff to be responsible for social media, video marketing and website management that includes search engine marketing and search engine optimization.

Here are a few tips:

1. Start small, open up a Facebook, Twitter and Instagram account.
2. Get familiar with each social platform prior to creating or calling me to activate a kick ass online marketing strategy!
3. If you have any staff, try to decipher if any of them have the skills to help you with your online reputation management
4. Seek training and education, you can contact me HERE to see when my next online social media marketing workshop is. Additionally I can provide your team with hands on training mixed with corporate and a ton of fun team building!
5. Start posting some content such as local weather, jokes, questions, educational articles to get your customers attention

I am going to cut the post here and hedge my bet to have you watch the above video.

What is YOUR question? Ask me and I would love to answer!

Internet Marketing And Cooking Make The Perfect Couple!

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With cooking, we all have taste buds that chefs capitalize on by using ingredients that will ignite emotion, reaction and taste! When you sit down to have a nice meal, you are anxious for that plate to come. The first subconscious emotion that is ignited is what you see. Presentation such as the food layout on the plate allows your senses to organize and give focus to each one. The second emotion that ignites is smell, sometimes this may come before the vision, but you get my drift.

As humans we do judge a book by it’s cover and perception is reality in some cases. Even though that food may have an incredible taste, if it looks like garbage and laid out all over the place, we will often dismiss it and be totally turned off.

Marketing is no different in that whatever we are trying to “market” not only should be clear, beautifully laid out, but also be of substance and a clear message. It is simple, we are trying to get the attention of a person and therefore need to first understand what that person wants and sometimes try and figure their wants before they do. This is a science of psychology and should be thought about before we get into the kitchen whether it be to create a palette dripping worthy plate or an amazing remarkable specific marketing campaign.

What wets your palette? Would love to know!

Workshop Alert: “Auto Dealership Website Google Analytics” In Calgary & Edmonton

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Dealership Website Google Analytics

Do You Know How To Read Your Dealerships Website Google Analytics? Do You Even Have Access To These? With Car Buyers Visiting 18 Plus Websites Prior To Contacting You, Your Website Is Your Online Showroom And You MUST Know What Your Online Showroom Traffic Is Doing And How They Got To You.

You will learn:

How to access your google analytics
How to read and segment your report based on date, time and traffic sources
How to measure success of your pay per click ad campaigns
How to understand metrics like clicks, conversions, active sessions, bounce rate, unique visitors
How to AUDIT your website provider and third party vendors by cross referencing their reports with your GOOGLE traffic report
What questions you should be asking when selecting a website or pay per click vendor
How to break down this report in a “easy to understand” format to assist management with marketing and advertising decisions
How to use this report to make sure you are fully prepared when meeting with vendors
How to read graphs generated
How to segment your report based on mobile traffic, referral sources and even social media traffic
How to setup google analytics
We will do a LIVE audit of a active website to ensure full understanding

Prior to attending, YOU must have access to your analytics by contacting your website vendor to obtain usernames and passwords to grant you access. PLEASE NOTE every website vendor should make this available to you as you own the right to access your own analytics on the back end of your website.

By the end of this workshop, you will understand the basics of google analytics along with the relevancy and importance of interpreting this data to ultimately help you make better decisions when setting up ad campaigns and executing your digital marketing initiatives.

Register here.