Decoding The New Consumer

Being a Google Premier Partner gives Strathcom access to events held by Google across the United States and Canada, and we got to take part in one such event in Vancouver on March 1st called “Decoding The New Consumer.”

With Google trainings and events, much of the info is about the data they’re willing to share about the trends they see in today’s consumers, and to no ones surprise, today’s consumers want accurate info and they want it now! Today, consumers are 80% of the way through their car-buying journey before they ever step into a dealership, so being in those moments to provide the consumer with what they are looking for can make or break your sales.

One bit of info I was surprised to see was that Google searches which contain “near me” – after years of increasing – are going down in frequency. Why? Because people expect Google to know where they are, so they don’t feel the need to say “near me.” If they search “Pizza,” they expect Google to know where they are, and show them the best option near them – no need to type it anymore. This is an ongoing trend Google is seeing where people are acting more natural with search; instead of ‘Googling something’ they are asking Google the same way they would ask their friends, which is outlined beautifully in this Google Home ad:

With the decrease in people searching “near me,” Google is seeing a 100% increase in people searching “where to buy.”

Next, Jason Fohlstrom took us through what Google and their A.I./Machine Learning arm DeepMind (they have an office here in Edmonton) are working on. Artificial Intelligence and Machine Learning are two buzzwords you’ve probably heard somewhere in the last few years, but most people don’t know that A.I./Machine Learning already play a huge part in all our lives. They will affect 33% of all the world economic markets (that’s $24,000,000,000,000 – yes TRILLION!) in 2018. You’ve probably heard of it in use mostly with Google’s self-driving car project Waymo, trying to learn how to drive itself without causing an accident or killing someone. It has now driven over 5,000,000 miles completely on its own. This A.I./Machine Learning is actually available to everyone running AdWords today, whether it be through a/b ad testing, which AdWords will do by default with the ads in an ad group, and also through data-driven attribution, with which Google will be able to tell you which steps of the buying process should get the credit for a sale. This is better than giving all the credit to the last click in the process or through a linear model (which Strathcom uses) to give credit to all steps within the process. Smart Display Campaigns let you put in some creative, text and headlines, and your target cost per acquisition/lead, and Google will create the ads, figure out who would be the best people to show them to, and change the creative on it’s own as it gets more data on what the user is reacting to. They also announced targeting by life events, knowing who is going through a targetable life event like marriage, buying a car, graduating from college, etc, so we can show your ads to those people.

In the blink of an eye, Google can analyse 70,000,000 signals to show the right ad to the right person at the right time, which would be impossible without A.I and Machine Learning.

Decoding The New Consumer

Lastly, we had a workshop session where we saw how we could better pull audience data to create better audience lists, an audience list being a list of users who we can show specific ads to. One thing that was apparent from this session is that the journey is fragmented; people are not all taking the same road when it comes to purchasing, and the more signals we can collect, the better. At the event, Google announced that Map data will now be included in the in-market segment data, so when google A.I. is looking for the best person to show your Ford ad to, they can see that people search for a Ford dealership in Google Maps and opt to show that person your Ford ad. Another great stat Google shared was that 80% of a user’s time is spent outside of search. We know search is usually the main driver of leads, and that needs to be the first place an auto dealer should be, but considering only 41% of users will actually contact a dealership prior to visiting it, it’s also important to diversify your online advertising portfolio and get what you want to sell in front of the right person at the right time, even if it means that person isn’t going to send you a cold hard lead. What better place to do that than the second largest search engine, YouTube! YouTube has always been known as more of a branding play; you can’t expect to get many leads from it, but it is a platform that lots of consumers use in their journey, including for car test drives, car reviews, car walk arounds, etc, so if you want them to find your business, you should be there.

Google made another announcement at the Decoding The New Consumer event, and that is they will now have CPA bidding for YouTube, which means we can set a target cost per lead, that Google will try to reach using A.I.. You have to be reasonable with it though; if you say you want to have a cost per lead of $2, it’s not going to work. You should start with what you would be happy with as a cost per lead (which should be a little less than what the lead would be worth to you) and then Google will work toward that as well as work toward lowering that.

Many of these insights will be shared on https://www.thinkwithgoogle.com/intl/en-ca/ eventually, so keep an eye out there and here on the Strathcom blog too for more updates on what’s happening in the online advertising industry!

Mobile Advertising In Canada Going Into 2018

 

eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.

Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.

 

Alright… onto the info:

Continue reading “Mobile Advertising In Canada Going Into 2018”

Hurry and Read This Blog Post – It Won’t Be Available Much Longer!

Act Now! This Won't Last Long!

We all know that companies use these tactics to try to get us to act on a sale, and we do! We all know that 99¢ is really $1.00, but it works! Our brain tells us we need to act before it’s too late. Marketers are using our own instincts against us, and there is nothing we can do about it!

reptilian brainIt all has to do with the Reptilian brain, millions of years of evolution, and a time when not getting that meal when the opportunity arose could mean death. It’s not that dire anymore, but we still have the faculties that cause us to make decisions based on urgency and abundance. I could talk about this for hours, but instead I’ll refer you to influence: The Psychology of Persuasion by Robert Cialdini and Neuromarketing by Patrick Renvoise, two great books that teach you how to use those faculties to your advantage.

One way Strathcom has incorporated this into our new website platform is a tool we call Silent Salesman.

When a user goes to the VDP (Vehicle Detail Page) of a vehicle they are interested in, they will still be met with the standard photos, description, pricing etc., but now they will also see how many people have viewed that vehicle and how many inquiries have been made on that vehicle. The more interest that is shown in that car, the more the user is going to want it. The more inquires the user sees for that car, the more it will trigger the reptilian brain to act in fear of missing out. It seems like a small feature, but it has tons of power.

silent salesman image

This is just one tool that Strathcom can add to your toolbox to sell more cars. If you’d like to know how you can enable the Silent Salesman tool on your website, drop us a line at info@strathcom.com. Sell more cars before the customer ever walks into your dealership!

Cross-Device Remarketing, Finally!

Advertising has come a long way since the days of Madison Avenue executives, in their glass towers coming up with the next great marketing campaign.
madmen
We are able to target people based on age, gender, location, interest, if they are in the market to buy your product, and so much more. Remarketing (showing ads to someone that has previously visited your site but has not converted) is one of the coolest targeting methods, but for a long time there has been something us advertisers have been waiting for… cross-device retargeting.
Cross-device remarketing has been on our wish-list since 2013, and it’s crazy to think it has taken this long for Google to enable it.

Why is cross-device remarketing important?

To try and put this in perspective, let me ask you a question. How many devices do you use a day? 2… 3…? I personally use 5:
• Work Laptop
• Home Laptop
• Mobile Phone
• Tablet
• Apple TV

And according to Google, this is standard for the average person.

Up until now, if you wanted to remarket to someone like me, you had to do it separately for mobile and for desktop, which makes it tougher to keep your story consistent; and because most online conversions start on one device and end on another (60%), telling a single story, with consistent and linear branding to your audience, is essential. This is now possible with cross-device remarketing, where – in an advertising sense – you are able to view someone as a single person, instead of Person A on mobile an Person A on desktop.

This also give us greater control with how often those potential customers see your message, as we can cap the frequency your ads are shown overall to that person, instead of separately on mobile and desktop, which had the possibility to show your ads too often.
A user has to be signed into their Google account for this to work, but considering Google now has over 1 billion monthly active users, that is a big pool for you to pull from.

Want to start cross-device remarketing or have questions? Feel free to reach out to info@strathcom.com.

Bounce Rate: The Misunderstood Metric

Bounce Rate: the misunderstood metric

Today the internet is celebrating  it’s 25th birthday. In the early days, when people were still learning what makes the internet tick, they kept hearing about one metric: bounce rate – bounce rate – bounce rate. We were told that this was the metric we need to keep an eye on. High bounce rate was the smoke signal showing you may have issues on your site, causing people to view the page they landed on and leave. Even back in the early 2000’s bounce rate was a misunderstood metric, but 25 years later, in today’s world of online advertising, complex design, and extensive data, the relevance of bounce rate is only getting smaller and smaller.

How is bounce rate calculated? Google explains bounce rate like this” “Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page)”. To put that simply. If someone only views a single page or your website and leaves (bounces) that will increase your bounce rate.

bounce rate formula

Why Do People Think Bounce Rate Is Important? People assume if someone hits a single page and leaves the site, there must be something wrong with that page, why else would they leave and not continue on exploring the site? This is a legitimate question, but the answer depends on the situation. Maybe all the info the user needed was on that one page – Google doesn’t look at the amount of time they spend on that single page. I could spend 7 minutes reading about the 2013 Ford F150 you have in stock, call the dealership to book a test drive (which would be considered a success) but Google Analytics is going to show that as a bounce.

Bounce rate is even more watered down when you are running online advertising. Many online advertising campaigns target specific people searching for specific things. Landing pages for online advertising are designed specifically to remove the temptation of exploring the site. You want that user to see your ads, click to get to the landing page that is most relevant to the ad, and take the desired action; whether it be filling out a form, calling, printing off a coupon etc. If that person does the desired action, that is a success, a success by every metric except for bounce rate. This is why bounce rate is no longer the key performance metric you once thought it was.

So what metrics should I be using to determine if my site is working well? Unfortunately, there is no simple or single answer to this. You have traffic coming from many sources, and the different people from those different sources interact with the site differently. You may think time on site is a good metric, but you’ve noticed it go down. Is this bad? Maybe something needs to be done and let’s redesign your whole site! But did you also notice that the amount of traffic from mobile and tablet has gone up? People visiting the site on mobile spend less time on the site than those visiting from desktop, so now that drop makes sense. The solution is not to look at your traffic as a whole but to segment out the traffic. Look at the sources of traffic individually and whether they are going up or down. Look at what devices people are coming from, and check out behaviour flow to see how they are flowing through your site.

You should have access to your Google Analytics, your website provider has no good reason to keep that from you, so make sure you have access and go in and look around, if you see anything you don’t understand ask you website provider or drop us at Strathcom a line and we can help decipher the data for you. Data is power, but only if you look.

User viewing many pages online

Google My Business

Google My BusinessThis week, Strathcom had the chance to tour Google’s new office in Waterloo as well as hear what Google has planned in the coming years by the head of Google Canada – Sam Sebastian – and also attend some training on Google products. As a Premier Google  Partner and the largest partner in the Canadian automotive space, we find this training invaluable. Getting information from the horse’s mouth allows us to keep our clients’ campaigns top performing, and gives us insight into new strategies we can use to progress them even further. Not to mention, we can ask about our clients’ pain points, and that brings me today’s blog topic: Google My Business.

Google My Business is not a product to be bought/sold, but it is a roadblock that all of our clients have to go through. Having a well maintained Google My Business account is vital for any business. People want to know where you are located, see photos of your business (show people that renovation you just invested $1,000,000 in, for example), what your phone number is, what time you open, what time you close etc., and Google is where they go to get this information; being a business owner, you want them to find, and you want it to be accurate. Most dealers have a Google My Business account, but it has sat dormant for a while. The information is wrong and no one knows the login to change it. Here are the steps to regain access to your existing Google My Business account so those potential customers out there can find you.

Step 1: Sign In To/Create Your Google Account.

Use the same email you think was used to originally create the account, if you don’t know, a general account should be used, not an individual employee’s personal account.

Google My Business - Sign In

 

Step 2: Search for Your Business.
Find your Google My Business account by clicking here and search your business name.

Google My Business - Search You Business

Step 3: Select Your Business or Add It.

Google My Business - Select Your Business

Step 4: Enter Your Business Details
Choose the “Car Dealer” category, fill out as much information as possible.

Google My Business - Enter Business Details

Step 5: Confirm Your Information

Step 6: Verify Your Business

This is where people usually get hung up. Google has a manual process for verifying your business. For most businesses, Google is important to customer acquisition. You can imagine how many shady business owners try to go after their competitors Google My Business account, so there is a way around this: Google will send a postcard to your business with a code on it to enter into your Google My Business account page. Make sure to let your receptionist know the card is coming so they don’t throw it out with the junk mail.

All your information is now complete and accurate and will be updated across all Google properties.

When we visit Google offices around North America for training or meetings, the mind set is always the same – if it’s the user’s problem, it’s our problem – and Strathcom shares that ideal. The dealerships that also share this logic will find far more success than those that don’t. So make your potential customers life easy, and action this blog. Someone is on Google right now looking for a car, will they find you?

Why a Nissan Dealer Should Choose Strathcom Media Inc.

Like Nissan, Strathcom is a company that values design, quality, innovation, and progression. Even when we are better than the competition, we still strive to improve. Those values have made Nissan the fastest growing automotive brand in Canada, and have made Strathcom one of the top automotive website, tools, and online advertising companies in Canada.

Strathcom started its relationship with Nissan as one of the few Nissan/Infiniti CDW (Certified Dealer Website) providers. Since then we have been giving Nissan dealers across the country the sites and tools that help them continually increase traffic to and sales from their websites. Though we ensure all creative elements align with Nissan and Infiniti guidelines to keep you compliant, that doesn’t mean your website has to be dull. Nissan understands that good design and a good first impression are important in the customer journey and because of that, they give us the freedom to make sure your site looks modern, professional, and fresh.

Some Nissan dealers still have dated designs, and that’s a shame! What they could have with a Strathcom site versus what they currently have is night and day. Let me put it to you this way: what truck is poised to be the king of the road in the coming years? You’re a Nissan Dealer so you already know the answer, the 2016 Nissan Titan, this thing is a beast. Cummins engine! 310 HP with 555 LB-FT of Torque! And it’s got to be one of the best looking trucks ever made! Your old 2012 Titan isn’t horrible. It gets the job done, it may have some issues but compared to the 2016 Titan, it’s not even in the same ball park. That is how Strathcom compares to the other guys. We are the best and we want you to be the best, and we are going to give you the tools to be the best.

What tools you ask? Well let me tell you…

  • What if you could put a virtual fence around your largest competitor so if people are in that dealer’s showroom comparing their inventory with yours they will see a message talking about why The Nissan Sentra is Better than the Honda Civic (assume it’s a Honda dealership), or a message saying bring in a business card from that dealership and get an extra $500 off your new car purchase? With a Strathcom site you can, it’s called Geo-fencing. It comes included at no extra cost.
  • What if you could personalize your website so that each user had their own individual experience? Think of how Amazon tailors the products they show you to what you have shown interest in, or how your Netflix screen will show you movies that closely suit your tastes whereas mine will show me movies that suit my tastes. If someone goes to your site and is looking at a Nissan Murano and then leaves and comes back later, suddenly the home page slider image is a Murano, talking about the top benefits of a Murano, and the sale you are currently having on Muranos is front and center, and scroll down and – whoa! – an offer to get an extra $250 off your trade in when you come and test drive a Murano today, SOLD! This is called Personalization, and  it comes included at no extra cost.
  • What if all of the vehicles a person has looked at is saved for them when they come back, automatically, and with pricing updates? With a Strathcom site they are. We call it Notepad, and it comes included at no extra cost.

 

I could do this all day but this blog can only be so long… Okay one more!

  • What if you could compare what you are pricing your vehicle at with the competition in your area, and see the average price that car is selling for, the average odometer on the car, and sell your vehicle quickly and for the highest profit possible? Well get ready to ditch that expensive vAuto software because with a Strathcom site you can. It’s called Market Pricing, and you guessed it, it comes included with the site!

The point is we give you the tools that literally no other Canadian website provider can. Tools that in 3 or 4 years every website provider will have, but with a Strathcom site, Nissan dealers have access to them today, and at a lower cost than what you are probably paying for your current website! Strathcom knows what dealers need to be successful, and more specifically Strathcom knows what Nissan dealers need to be successful.

Nissan has come a long way since our President Duncan Cochrane learned to drive in a Nissan Maxima Brougham, the question is, has your site grown with it?

YellowPages Advertising: How Not To Get Ripped Off Running PPC

It was YellowPages in the Library with the Candlestick!

A couple months back, Alexandre Brabant posted his experience helping a client decipher what was going on with their Ad Words campaign being run by the Yellow Pages Group, what he found was they were employing some shady techniques to increase the amount of money they were receiving for running the campaign – all behind the customers back. This gave us the idea to give you, the reader, some questions to ask your Yellow Pages rep or any rep who is running Ad Words on behalf of your business.

Continue reading “YellowPages Advertising: How Not To Get Ripped Off Running PPC”

Facebook Best Professional Service – What It Means To You

Facebook, being the largest social media network (with about 1.5 Billion active users) has always tried to close the gap between their users and other sites. The more they can roll into facebook the more time their users will spend on facebook. This is why it was no surprise when facebook took a giant leap in the reviews world by launching their new Best Professional Service site.

Facebook's new Best Professional Service is the latest tool at your disposal

Continue reading “Facebook Best Professional Service – What It Means To You”

Strathcom at Dreamforce 2015!

What do you get when you take 160,000 people and stuff them into San Francisco for a week? One of the largest software and technology conferences in the world: Dreamforce!Strathcom was proud to attend Dreamforce '15

Continue reading “Strathcom at Dreamforce 2015!”

Reach Your Customers The Moment They Come Through The Door With Facebook Beacon

A customer walks into your dealership. They start looking at cars. And – like the over 1 billion people around the world – at some point they decide to check Facebook.

Normally they would scroll through their newsfeed, see what their friends are doing, and check whether they have received any new messages.

But not today!

At your dealership, they see something different. They are greeted with a beautifully-designed notification welcoming them and offering to show them the current OEM special you are running that month.

They click the notification and are taken to a page where they can see information, photos, and posts from your business. They can also see any interactions their friends have had with your dealership.

This new way of interacting with your customers is the next step that Facebook is taking to help you connect you and your customers.

It’s name: Facebook Beacon.


Continue reading “Reach Your Customers The Moment They Come Through The Door With Facebook Beacon”

The Dos and Don’ts of a Perfect Vehicle Description

Do's and Don't's

Imagine selling a customer on a vehicle before they even send you a lead.

Sound too good to be true? Well, correctly merchandizing your vehicles does just that.

You can teach, market to, and create desire in a customer just by how you present your vehicles online. (Especially if your competition isn’t.) And other than your inventory pictures and video, your vehicle description is the best way for you to tell—and sell—the story of that vehicle to the potential customer. Continue reading “The Dos and Don’ts of a Perfect Vehicle Description”

Ride Search Directories to the Top! Using Barnacle SEO to Sell More Cars

submarine

When Google updates its algorithms, it does so with one objective in mind: to give its users the best and most relevant search results.

And when they updated their Pigeon algorithm last year, they made a change that gave directory sites like Yelp, Yellow Pages, and Facebook more authority and a larger presence in the SERPS. For many dealers, this meant discovering that their social media accounts were now ranking higher (sometimes pages higher) than their website. Continue reading “Ride Search Directories to the Top! Using Barnacle SEO to Sell More Cars”

Are You Paying 20% Extra to Have Your Website & Advertising through a U.S. Provider?

crossborder_cash_largeWe’ve all heard about it in the news: the Canadian dollar has tanked. It is at its lowest since March of 2009 and doesn’t look like it is going to improve anytime soon. Most people will feel the pinch of the low loonie when traveling to the States or ordering online, but it is business-to-business transactions that are causing auto dealers to re-examine their website and advertising providers. Continue reading “Are You Paying 20% Extra to Have Your Website & Advertising through a U.S. Provider?”

"Mobile-Friendly": Does Your Site Have This Important New Badge from Google?

With Canadians picking up tablets and mobile phones in droves to do everything from find a restaurant to buy a car, the online landscape has seen major changes. Google has been there every step of the way to guide this great migration from desktop to hand-held.

Now they’ve once again updated their SERPs (Search Engine Results Pages) to make it easier for users to find the best mobile experiences possible. Their most recent innovation? The “Mobile-friendly” label.

 

Now available on a search engine near you!

“Mobile-friendly” labels make it as plain as possible for users to identify within search results which sites have been responsively designed for ease of use on mobile devices. When faced with a results page, you should now be able to recognize at a glance which websites will make for a more fluid and frustration-free experience.

Here’s a glimpse of what mobile users will see.

 

 

Google determines if a website is mobile-friendly through a number of parameters, the three most important being…

1. Whether a user needs to zoom in to see content

Having lots of content is most often a good thing for your organic rankings. Just make sure that it shows up legibly on the small screen, including your image files. Even with today’s newest generation of big battery, tablet-esque smart phones, people can only squint for so long before they’ll move on in frustration. Find the happy medium between condensed and readable.

 

2. Whether links and objects are placed far enough apart that a user won’t mistakenly click the wrong thing

You shouldn’t need to combine maximum zooming in and the finest point of your fingertip to ensure you access the right link or entry field. Make sure that page design is thoughtfully executed, or prepare to be overlooked by Google.

 

3. Whether the site uses common software normally found on mobile devices

A dazzling image or a video with a high production valuable are meaningless to your mobile customers if your content relies on software that is unsupported or incompatible with their smart phones or tablets. Unplayable content can arise from many different reasons: unsupported Flash players, license constraints, out-of-date program files. Be sure to test each of your pages and media files on multiple mobile devices before launching any new pages.

 

Why does this matter for your dealership?

Unless you want to annoy or alienate a good part of your customer base, you should already have a responsive website. Make your first impressions count. “Mobile-Friendly” is your chance to do just that.

Imagine this: Someone searches on their tablet for “GMC Sierra in Edmonton,” or “Toronto Toyota Corolla.” Two nearby dealerships appear prominently in the SERPs. One has the “Mobile-Friendly” tag tucked under its site link, but the other doesn’t. Who do you think will get the first shot at that new lead?

It’s promotion for your dealership that isn’t self-promotion!

 

Find out in seconds whether your website passes the test

You can test your website with Google’s Mobile-Friendly Test. If you currently have a website with Strathcom Media, you are already covered and will see the “Mobile-friendly” label appear in the search results. If not, give the professionals at Strathcom a call at 1 (888) 914-1444, or email us at info@strathcom.com.

Google's Long-Awaited “Penguin” Update Has Finally Landed: Here's Why That Matters

Google's Penguin Algorithm Now Out

This past Friday, Google started rolling out a long-awaited update to its Penguin algorithm. It’s been over a year since we have last seen a major update to the scammer-busting algorithm, with this latest version being unofficially dubbed “Penguin 3.0.” Continue reading “Google's Long-Awaited “Penguin” Update Has Finally Landed: Here's Why That Matters”

Think like a Casino Owner to Get Your Facebook Posts Seen

We are seeing again and again that auto dealers who take social media seriously see their bottom lines grow.

That’s nice. But what does such social media mastery look like in practice?

Here’s the latest such story I’ve come across:

A dealer shared a promotion on their Facebook page in which they were giving away a free 42″ LCD TV with the purchase of any used vehicle over $10,000. The first comment to that post was a guy asking if they had any used trucks for between $10,000 and $12,000. The dealer’s social media staffer responded right away, sharing listings of some of the trucks that fit that range.

(That alone made a positive impression on me, and I wasn’t even their customer!)

So the man replied back said he would come in the next day to test drive a Chevy Silverado the dealer had in stock, and by the end of the day the customer was leaving with the truck, his new TV, and the dealership had locked in a sale that might have otherwise never materialized into signed contracts. (Not to mention making the social media manager look like a techno-stud to their boss.)

This is one of those marketing stories that gives you the warm and fuzzies, and that social media managers cannot tire to quote. But what good does it do for your dealership if your posts are never seen by your customers in the first place.

The solution?

Play the Odds

Casinos don’t care if you have a big night at the blackjack table every now and then. They know that the odds are in their favour. So if they have a big enough crowd of gamblers, and those gamblers play enough hands, then the casino will make money.

The same long-term thinking is needed when you use Facebook for marketing. Give yourself the best possible odds, and keep at it long enough so that eventually the numbers will be in your favour, and you’ll start generating leads over months of impressions and interactions.

Sure, not every one of your Facebook posts is going to be a lead machine. And not every person who walks into your dealership will buy something. (If otherwise, please correct us in the comments section below.)

Savvy Facebook marketing relies on playing the odds.

And What Are the Updated Odds?

Data company trackmaven.com has analyzed 1.5 million Facebook posts from 6,000 brand pages to determine which factors contribute to higher visibility on Facebook.

Here are some of their key findings, ensuring you the most eyeballs on your posts when properly leveraged:

  • Always Use Images – People are 37% more likely to engage with your posts when your posts include pictures, compared to text-only ads.
  • After Hours – Posts put up after the standard 9-5 business hours receive 11% more interaction. Time your next post just before that expected bump in traffic.
  • Sunday – Fewer people are posting on the weekends, but Sunday posts are interaction gold; posts on Sundays get 25% more likes, shares, and comments than midweek or early weekend posts.
  • What was that? – Posts that ask a question get 23% more engagement on average. Can you guess why?
  • TGIT – The most popular day to post is Thursday, and the most popular time is 12:00 P.M; so either this is prime time for traffic, or your post will get burried under friends’ cat photos and engagement announcements. Test it for yourself.

Check out Trackmaven’s infographic below for more stats on what can take your Facebook posts to the top.

Connect with Strathcom on Facebook

Want to see some of these tips in action? Then connect with Strathcom Media on Facebook. We’re also just a few clicks of your keyboard away from answering all of your social media marketing questions.

 

One Lead-Maker You're Probably Leaving out of Your Used Car Descriptions

Wrench
Best practices come and go. Working with dealers across Canada, we have seen more than a few of these “techniques” in our day. Lots of these new practices are adopted eagerly by dealers. Many are not.

But there is one simple thing that nobody is doing that everyone should: promoting the reconditioning work they have done on their used inventory.

You spend tons of money reconditioning vehicles. Your trained, experienced, and certified service staff breathe new life into old inventory, every single day. But for some reason, dealers don’t consider this to be a major selling feature. They don’t feel the need to mention it in their vehicle descriptions.

If you ignore it, the customer will too.

Sample Dealer Notes

This local one owner trade is in excellent shape. Loaded including Lariat Chrome Package (Chrome Angular Step Bars, Chrome Power Heated Signal Mirrors, 18 Inch Chrome Clad Wheels), Max Trailer Tow Package, 6.5 Foot Box, Spray Liner, Sony Navigation, Tailgate Step and Heated/Cooled Leather Seats. It’s finally time to step into the truck of your dreams. Financing available.

Our experienced service technicians have made the following improvements to ensure you drive home in a safe and reliable Riverdale Ford certified vehicle.

  • Paint chips repaired on the hood, driver door, and tailgate
  • Worn fan belt replaced
  • Interior shampooed
  • Small windshield chip repaired
  • Loose volume knob replaced

How to Get Your Listing Noticed

Customers looking to buy a used vehicle see the same tired selling features on every dealership site they visit: stock photos, equipment specs, available options, and maybe some financing information.

But you want your listings to get noticed. You want to show the customer why they should buy one of your vehicles, not the other guy’s.

Listing any recon and detailing your service technicians have done can achieve this. But it also achieves something more valuable for the customer—peace of mind.

They now know that the small tear in the leather upholstery has been completely mended.

Car Interior

They now know that the vehicle has a better windshield than it had.

car windshield
tanakawho on Flickr via ESP

They now know the engine has been inspected; any worn belts have been replaced.

engine belt

Buying a car is exciting. Even a used car. The only thing that would be more exciting for someone buying a used car short of buying a brand new one would be knowing that yours is “newer” than the guy’s down the street. Be savvy in how you describe your recon and you could slowly pull in your customer, like iron to a magnet.

It’s getting harder and harder to stand out from the crowd. But these are the little things that do it. For 30 seconds of your time and five lines of text, it may be your greatest return on investment.

Need the right way with words to make your recondition jobs more enticing to customers? Contact Strathcom today and get our crack team of content writers on the job!