If There Is One Thing You Watch This Week…

If your dealership is doing any kind of digital marketing, we highly recommend watching the most recent Keynote that Gary Vaynerchuk gave at this years CBT Automotive Conference.

During his keynote, Gary talks about the shift to a mobile first society and how you, as dealers, should be adapting to take advantage of its opportunities.

Finding where your customers are spending their time and more importantly, getting their attention is crucial in achieving your ultimate goal of selling more cars. You only need to look at Facebook as the destination and video as the method to achieve that goal.

Because Facebook is still an affordable advertising solution and it knows basically everything about you, it only makes sense to invest your advertising dollars in that space.  Around the 13:10 minute mark, Gary explains what he would do if he owned a dealership.

It may surprise you to hear his thoughts on Facebook advertising and influencer marketing however we believe there is a lot of truth to what he is saying. Today’s dealer needs to not only be a new and or used car dealer but a media company as well both producing and amplifying their content to people who are actually in the market to buy a car.

If you would like to learn more about how Facebook can help you sell more cars, feel free to reach out.

 

 

How Instagram Plans On Helping You Run Your Business

 

What The Instagram Business Tools Add

 

The Instagram app allows its users to post pictures so that their followers can view, like, or comment. Businesses have used this tactic since the application came out. They were able to share their products on their accounts as a way to get their followers to know about their products, their sales, and more. Now that Instagram has realized the potential of this, the tools that they have created can truly change the way that businesses do advertising on Instagram.

One of the new updates that Instagram has is that businesses can now have a ‘contact us’ button placed on their profile. This means that customers can now communicate with the organization directly if they want to. This tool allows the customer to skip going to the companies’ website and can communicate directly with the business. They can now easily tap on the contact button instead of having to actively search the website of the product to get information. The company can choose the way in which they would prefer the customer to contact them either through email, chat, or text.

EZResultsInstagramMyBusiness

Instagram will also now offer insights on specific posts. You can see how many impressions your picture got, how many people it reached, and how many people engaged with it. You will also be able to get more details on who your followers are and what they like. This could mean finding out details such as their age, the time in which your followers are most logged in at, and where they live. All this can be done just through your mobile Instagram app.

Thanks to these new tools you can now promote your most popular Instagram photos. If you see a post is getting a lot of attention and generating more sales you can easily broadcast it to those outside of your follower count. Not only that but you can also include a call to action in your post, making it so that those who like the picture could be brought to your website, book a stay, etc.

EZResultsScott

Instagram’s new business tools have the potential to help any business reach the audience they are trying to connect with. Do you think that you could use them in the future to help your company? Tell us your thoughts below!

 

What The 2017 Local Search Ranking Factors Survey Tells Us

Darren Shaw from Whitespark recently released presented his analysis of the top 2017 Local Search Ranking Factors on behalf of Moz. These factors influence where your business ranks when customers are searching Google locally.

Since there are so many factors at play here, we’re here to help break everything down for you!

 

Definitions

 

Shaw talks about seven factors that play a huge part in local search rankings.

Google My Business

Your business should already have a GMB page. If not, Google My Business is a free and easy tool which allows you to “manage [your] online presence across Google, including Search and Maps“. This allows you to verify your business so that your customers can find your business and learn more about it directly from the source.

 

Link Building

Link Building is getting external webpages to link back to your website. You always want people to be talking about your product – offline and online!

On-Page

On-Page content is talking about the content that is on your page. If you own a used car dealership site, you’re not going to rank as a pizza parlor; your on-page content doesn’t qualify you for it.

Citations

This refers to online references of your business’ name, address, and phone number. Citations help Google to confirm your online authority to your business. Examples of sites you should have citations on are Yelp, Foursquare, Google, Bink, Facebook, etc.

 

Reviews

While this may be straight forward, reviews are what your customers are saying about you online. These reviews could be both negative or positive – but you’re aiming for positive. Reviews could be on sites such as Facebook, Google, Yelp, Yellowpages, etc.

Behavioral

This is the collection and process of  user Behavioral data. This looks at the click through rate on your ads, the navigational pattern of the customer on your site, the duration and frequency of the site visit, and the type of actions they commit while there. The behavioral data is something you can’t exactly control.

Personalization

Personalization is also something you can’t personally control as a business owner. Google personalizes the information when a user is searching their database. Google does this by looking at the country, locality, personal history, and social connection of a person. You can even test this out by using two different browsers; the search results you get may be different.

 

What’s Important For The Future

 

There are 4 factors that now have more of a heavy influence on the local search rankings. The first and most important one is Proximity.

Proximity is heavily influenced by the distance of a consumer from a business. Say, for example, a car dealership is 5km closer to the customer when your business is 10km away, the 5km business will most likely show up higher in the local search rankings.

It should come as no surprise when we tell you that reviews and inbound links can help get you to outrank your competitors. These two factors have gained in importance over the past year.

“Any publicity is good publicity”. Maybe this should be your sign that it’s time to sponsor that local sport team you’ve always wanted to sponsor. Maybe, in return of your sponsorship, you can ask them if they can advertise your website on their social media pages. These inbound links can really help!

On-Page Signals have also become more important since the 2015 report came out. If you want your page to get ranked higher, spend some time going over your HTML and check to make sure that your content is relevent to what you’re selling.

You shouldn’t be having tagged pictures of cats on your website if you’re advertising cars. This could bring your ranking down and end up hurting you more than helping your business.

 

To Sum Up

 

Citations, Google My Business and Social Signals have all started to decrease in value when it comes to local SEO.

This is not to say that you should completely disregard them – they still each play a part in how you rank. Google My Business is still one of the top factors in where you rank, but it’s importance is starting to stall a bit.

You should continue to keep making citations and to make sure your Google My Business page is using the right keywords and lists the correct categories.

Continue to update your social media platforms, too. While it may not help as much in the local pack, your effort can still impact if you get ranked higher than one of your major competitors.

Other Sources

If you’re interesting in other reading material based on these findings, check out the following:

  • http://www.dealeron.com/blog/2017-local-search-ranking-factors/
  • https://whitespark.ca/blog/sneak-peek-2017-local-search-ranking-factors-results

Website Awarded 1st Place for Central Canada

EZ Results client, Bessada Kia, was awarded 1st Place for Central Canada on the Kia Canada Centre of Excellence baseline website review.  It is very rewarding to the team to have one of its clients recognized so positively by their OEM. The goal of the Kia Centre of Excellence Program is “to ensure the best online experience possible for our customers.” – Kia Canada

 

The EZ Development Team works closely with each OEM and their designated agency regarding their website specifications. In the case of Kia Canada, when their new Guidelines were announced, the EZ team thoroughly reviewed the standards in order to gain a full understanding of the criteria being used to review their Kia clients’ sites.

 

EZ Results was proactive in making all changes applicable to design, content and overall digital presence adhering to the key factors identified in the Centre of Excellence.  In addition direction was then provided on any elements the dealer can only do themselves, such as specific guidelines on how photos of the inventory must be taken regarding and social media management.

 

Keeping an open line of communication with Kia Canada’s agency allows EZ Results to achieve their goal for their existing Kia clients to receive exceptionally high marks.

 

EZ Results prides itself in exceeding their clients’ expectations.  With clients representing most OEMs, EZ Results welcomes the opportunity of becoming a valued service provider for many more dealers across Canada.

Make It Easy For Your Customers To Contact You

In today’s uber busy world, dealers are looking for ways to make it as easy as possible for customers to connect with them. Potential customers can reach you via phone calls, contact us forms , email, text messaging and now messaging apps. At the end of the day you need to make sure you have the ability to be reached whichever way your customers want to connect with you.

You probably have a good handle on the most common methods but what about messaging apps like Facebook Messenger, Snapchat, What’s App, Google Messenger,  Google Hangouts and now Google Allo to name just a few.

So where should you focus your attention? Should you focus on all of them or just a few of them? More importantly, how should you implement them? To answer those questions, I would look at the platform that has the most opportunity. Enter Facebook Messenger.

Facebook Messenger

Because Facebook Messenger is integrated directly with Facebook on their desktop platform, and as a stand alone app on mobile devices, they have access to over 1 billion active users world wide.  Recently, Facebook rolled out Facebook Messenger For Business making it even easier for businesses to incorporate the chat service into their business.

  • Messenger Greetings

Messenger greetings allows you to customize your greetings for people who are messaging you for the first time. These types of greetings can include the customer’s name along with your website’s address as well as when to expect a response from you.

  • Locate a Business by Name

If you have allowed people to send you private messages via your Facebook page, people will be able to search for your business in the messenger app either by your name or your page’s user name. (Currently only available in the US)

  • Website Integration

Most dealers have either tried or currently use some type of live chat to enhance their customer communication. Using Facebook Messenger can lend a certain amount of familiarity making it easier for customers to want to use the service. That being said there is a growing amount of concern over Facebook’s privacy policies which could actually have the reverse affect.

  • New Advertising Platform

Facebook has also recently rolled out an advertising option where you can send people directly to your Messenger app from your newsfeed ad.  People can view your promotion within Messenger and chat with you right away.

Google My Business (Google Allo)

Google has rolled out a beta program where it is incorporating its new messaging app (Allo) into its Google My Business platform. It will now be possible to chat directly with a business from within Google Search by using your phone  as a text message or Allo.

Although it is still in beta, you can expect this to be rolled out in the new year.

So what now? If you do not currently have live chat on your website, you may want to consider adding it if you feel that you can get value out of Facebook Messenger or simply add it to your VDP page as a Call to Action button.

Please feel free to let us know your thoughts on these messaging apps. Do you see them becoming more integrated into your communications mix?