DealerTalk Webinar Series: Content and Conversion

june 25th webinar register header

I’m extremely excited to announce our June DealerTalk guest’s for Canada’s #1 source for car dealer webinars.

Kevin Gordon is one of the sharpest Canadian markeitng pros I have met in my travels. Kevin and his partner in crime Nicholas Williams, are going to take us through a journey of some Advanced Dealer Marketing Strategies!

This webinar will help you gain insights on how to effectively use content marketing in creating favorable online customer experiences, improving your business’ search results and in turn brand visibility, in addition to significantly increasing onsite conversion rates.

Sign up to learn about cost effective in-house custom content for landing pages and acquire tips on lowering Cost Per Click
You will learn:

  •  Why custom content is essential to your successful website
  •  Key components of an effective landing page
  • How to lower your Google AdWords Cost Per Click
  • Cost-effective advantages of building in-house landing pages

 

About Kevin Gordon:

Kevin Gordon, Managing Partner of Convertus, an online solutions provider for the automotive industry, is an international speaker and digital marketing expert. Kevin’s experience includes dealer education and training, vendor relationship management, website content creation and online reputation management.

Among his projects prior to creating Convertus was the development of over 35 websites for the Jim Pattison Auto Group across its 22 locations, which resulted in doubling organic visitors and leads generated in two years.

About Nicholas Williams

Nicholas Williams is an entrepreneur, international speaker and an expert in operations and digital marketing. Nicholas has a degree in commerce with a concentration in entrepreneurship and international business. He has vast expertise in operational efficiencies, leadership and customer experience.

His work experience ranges from his role as Operating Partner of a successful vehicle importation company to being the Director of Marketing of an international manufacturing firm, where he repeatedly lead the organizations to the digital success.

Sign Up for Webinar – HERE

kevin gordon automotive

 

 

 

Kijiji Autos Hits 5 Million Monthly Unique Visitors

Source April 2013 ComScore

Source April 2013 ComScore

 

When I started with Kijiji Autos in March 2011 we were doing the happy dance sitting around 4 Million Unique Visitors on a monthly basis.  This happy dance was a pretty small party, considering our Autos team grand total was 4 ( I was the fourth).

Fast forward to last month and WHAM-O, we crawled over the 5 million mark.  Now I know what you are thinking…. “That’s not fair, that includes all of those golf club and concert tickets users”.

Nope.  Not the case.

This number is specifically measuring the Autos section of Kijiji.ca.  Typically 40% (ish) of Kijiji visitors are looking for Cars and Trucks.

What is a Unique Visitor?

A Unique Visitor is a metric that measures a unit of traffic to a website.  In the chart above it is counting each visitor only once in April.

 

Source: ComScore

#dealertalk Webinar: Online Automotive Sales Techniques

DealerTalk Webinar_Stuart BendalljpgHoly smokes!!

What a Webinar!!

Strathcom Medias’s Director of Training, Stuart Bendall took the DealerTalk Webinar series to a whole new level.

After 5 – 10 minutes I was laughing out loud and writing notes frantically…. this wasn’t another “the internet is going to be big” type of educatoin.

If you are responsible for the online merchandising of your dealership’s  inventory, this is a must watch.

More than 150 dealers from across Canada were tuned in for some playful banter and education from our favorite Brit.

Stuart has worked in a dealership.  He knows the struggles dealers face every day.

Today he basically gave away all of his secrets, and then some.  Who said there was no thing as a free lunch?!

Please find the entire 1 hour video for your viewing pleasure and also the slides below for quick reference.

Random Rant – What I’ve been doing the last few months

Yup that's not a hairline crack

Yup that’s not a hairline crack

In this first “Random Rant”, I update The Dealer Geek Nation on where I’ve been hiding since March, and what’s on my mind.  I’m trying to make this happen with one large post, and I’m hoping I’m not too all over the place.

Also, I have decided to get more personal on The Dealer Geek and really use this blog as an online journal to reflect what I’m doing in the car biz on the regular.

Don’t worry this won’t turn into a pitch fest for my gig as Head of Sales at Kijiji Autos.  But, I do want to update you with what I’m up to @ Kijiji and add some commentary on products, services, and anything else I think you should know about.  Think of it like a Matt Cutt’s from Google type of blog.  Only I’m about 5% as intelligent.

 

Broken Wing

So as you can see, flipping the bird has became a serious challenge since I broke my middle finger over 6 weeks ago.  This men’s league semi-final playoff game accident really disrupted my work and personal life….. and of course producing content for The Dealer Geek.

For the first 3 weeks my hand was in a full cast, which meant my right hand was officially immobilized.  This was a serious pain in the ass.

So here is a couple things I’ve been involved with.

DealerTalk Conference March 7th

 

Okay, where do I start.  Hmmmm.

Well first off, the DealerTalk conference put on by Kijiji Autos was the highlight of my career to date.

Scott Neil (Head of Verticals, Kijiji…. my boss)  and myself had been talking about throwing an event like this forever.

Finally we took the plunge and made it happen.  DealerTalk is for the dealers.  No hidden agenda.  One day of action packed educational content at a price that everyone could agree was fair ($99 early bird, $149 after).

Originally we had planned host the event at Toronto’s Sony Centre. After realizing it was probably overkill, we moved shop to the brand new Four Seasons Hotel.  Was it a good move ?

BIGTIME!

Dealers are still talking about how gorgeous the conference room was and that they felt like they were in Vegas.

Choosing the line-up was my main responsibility for the event.

It kinda felt like I was putting on a concert and was told to pick my 4 favorite bands.  Except they were Automotive Professionals.  Either way, still Rock Stars!!

Speakers Consisted of:

    • Grant Cardone
    • Paul Potratz
    • Scott Monty
    • John Edlemen

I’m going to share some photos and tweets and save my official review for the DealerTalk website/blog that is being created as we speak.

Follow me on twitter to get more real time updates on #dealertalk2014 – Twitter Handle.

scott neil kijiji

Kijiji’s Scott Neil kicks it off

Paul Potratz starts the day off with a bang

Paul Potratz starts the day off with a bang

scott monty dealertalk

Ford’s Global Head of Social Media, Scott Monty

grant cardone

Hanging out with Grant after his presentation…DOMINATE!

Jay Onrait and the boys. This guy is hilarious

Jay Onrait and the boys. This guy is hilarious

sach autodome

My man Sach from Autodome on the air

Lunch at the Four Seasons was a hit

Lunch at the Four Seasons was a hit

John from Haldimand Motors was the crowd favorite

John from Haldimand Motors was the crowd favorite

EVO Summit

 

evo summit lineup

What a line up!

Just 4 days after the accident I had to jump on a plane to deliver my presentation for the EVO Summit in Vancouver.  This turned into a serious stress fest for me.  My fracture clinic exam was on March 28th and it was “non-negotiable” in terms of re-scheduling.  Translation…… I had to get my ass back to Toronto for a 10AM appointment the next day. Leading up to my trip in Vancouver, I had made some dinner plans with some dealers and was really pumped to get to meet some of our West Coast friends.  It was simply not meant to be. Immediately after my presentation I had to rush out of the event, jump in a cab, and catch my 4pm flight. So how was the event? The New Car Dealers Association of BC were super prepared and everything went off without a hitch.  Word on the street is the next event is this September in Whistler…. I’m in!! Shaun Raines from Driving Sales brought the house down as usual and delivered a very entertaining presentation.  This was the second time I saw Shaun speak and I consider him one of the most interesting and entertaining auto conference speakers on the circut.

My presentation was titled “The 3 Struggles of Classified Advertising” (Tweet me if you want a copy). Some of the content may have been a little too “101” but it always receives the same feedback from dealers,

“Ryan, most of what you were talking about I already know.  However, we aren’t doing any of it.  Thanks for the reminder and refreshing our memory”

Of course I referenced my favorite dealership website Mohegan Lake Audi when it comes to my Writing Killer Descriptions examples.  Thanks to Darryl and the boys for bringing me out and to all the BC dealers that were in attendance.

What I need from you guys/gals

What do you want from The Dealer Geek? I feel that there are enough auto industry blogs out there giving you all the Google +, Big Data, and Facebook this and that education.

I really don’t want to turn this into a blog that shares the same content you can find on 5 other blogs (exact same articles….boring). This post was the first in a long time that was a blast to write. Do you prefer this type of blog writing? Me basically writing off the cuff?

Please use the comments and give me some suggestions & feedback.  If you have any Kijiji questions you can also hit me up on the Contact Page or Tweet me at @ryan_dealergeek

 

 

 

 

Guest Post – 3 Tips To Owning The Phone at Your Dealership

phone trainingYou did it.  You executed a great marketing campaign.  You delivered the right message at the right time.  The shopper picks up the phone and dials.  Your friendly receptionist picks up!  The shopper is transferred to the sales department.  Why is it ringing over and over?  Why is no one answering?  Now a generic voicemail box is playing.  Well, at least we know the shopper will leave a message with their full name, phone number, email, VIN, and a clear objection to why they shouldn’t buy from you.…..right?

Nope.  They hang up.  Lost and gone forever.

Dealers have long realized the significant value of a phone call.  That realization rarely translates to proactive management of phone processes though.  Most dealers laugh when phone mismanagement or lack of simple phone skills are brought up in conversation.  That topic is an area considered “unfixable” or “just the way it is.”

It’s not difficult to see how we got to this point.  Phone calls are a step removed from management’s view.   Phone conversations happen constantly, unexpectedly, and often out of view of others.  Call tracking technology has helped bring clarity to this area but many dealers still go with the “It’s just the way it is” mentality.  It doesn’t have to be like that.  Below I offer three simple ideas that will shed light on your phone processes:

 

1.) Take 30 minutes to review your current phone processes.  I’m not talking about phone skills, but instead your basic phone setup.  Understand where your phone lines are pointed and to whom. If a phone call rings to the receptionist and is passed along to a particular department, test this department’s phone line.  Confirm what actually happens to calls after hours.

Review each voice mail box to ensure they are actually set up with a friendly message.  If you have multiple extensions for numerous employees, test the extensions and confirm they are published correctly across your marketing.  Call tracking providers should act as consultants in this review, don’t hesitate to ask them for guidance.

 

2.) Identify where callers are left stranded.  Remember my example phone call from earlier?  The receptionist answered quickly but that doesn’t mean the caller, who was eager to learn more, actually reached someone who could help them.  To some extent, dealers are using my Step 1 to make sure that calls hit the dealership.  That’s a good start but I assure you dozens of calls were left stranded at your store last month.

Generally, it’s because the red hot shopper asks for a specific sales representative who is unavailable.  Other times it’s hanging up after being left on hold or passed around the dealership.  You know the receptionist who only works weekends?  They may not know how to handle / transfer calls properly and many are left stranded.  If you use a call tracking provider, ask if they offer any sort of reporting data on what happens after the call is answered.

Don’t Be The Dealer That I-Frames Their Inventory


 
 
I thought it would be fun to put this quick slideshow together on the dangers of I-Framing your inventory into your dealership’s website.
 
It’s not just me that is hating on this archaic practice.
 
Kevin McKillop from Moveyourmetal.com just posted this article over on Driving Sales – Thousands Lost In Sales When You I-Frame Your Inventory
 

 

“It’s very oldschool, it’s bad for business and to put it bluntly, it’s just being cheap – Kevin McKillip”

 

 

Your Turn

Why are dealers in 2013 still cutting corners? It can’t just be about being cheap! Share your thoughts below.

ps. I I-Framed the slideshow into this blog post…… sue me!