October 16, 2024
Hosted by:
Kathryn Schifferle, Founder & Chief Vision Officer, WorkTruck Solutions
Jason Savino, Marketing Director, AllAmerican Auto Group
Table Stakes:
Five “MUST DO’s”
- Add ‘Commercial’ Link
Step 1: A ‘Commercial’ link on the main navigation bar of your dealership website. Tells buyers you sell commercial inventory.
638% more visits per month on average for dealers that have a navigation bar link vs thosewithout.
Right Truck.Right Place.Right Time.®
#2 - Lead Routing
Haveboth digital and phoneleads go directly to dedicated person to ensureeffective handling of ALL commercial leads.
Digital
Phone
Right Truck.Right Place.Right
Accuratepricing is critical for properly merchandising commercial vehicles to savvy buyers.
Vehicles with 16+ photos (plus thebody invoice) average1.5x more leads than a vehicle with fewer.
Besureto show both thechassis and body details.
Using upfit invoices to properly categorize and display the types of vehicles is very important.
Including body details not only drives more leads, it moves buyers further down the sales funnel.
Maximal Exposure
Google Business Page
Google has 91.38% of online search.
○ Google BusinessProfile = quick/easy way to get your business found.
○ Displays information about your location, contact, hours, website,logo, productsandmore on relevant searches.
● Get a separate page for your commercial department (ie. a slightly different address).
○ If not possible, have commercial information included on the dealership’s Google Business Page!
Social Media
● Platforms like Facebook, Instagram, X, YouTube and LinkedIn can expand reach, both for the dealership, andindividual salespeople.
● Each one has their best target audience, and most appropriate style, approaches and options.
To Blog, or to Partner
● Blogging can be a great way to provide your customers with information, and build a reputation of being a resource (Rule # 1 in B2B marketing!!).
● Must be committed and consistent to be successful.
● Look for a partner who will permit you to share their content.
Emails are NOT Dead
● A great email signature is like a little billboard.
○ Half the worldemails.
○ It is important for both the dealership, and for your sales consultantsto have a professional and branded signature.
○ Prescribinga consistent format andbranding on the signature is very appropriate.
● Regular email campaigns (newsletter-ish) are like blogging - must be a commitment and content plan before starting.
Digital Advertising
● Defining your target audience is the first step for display adson search engines, sites using ad networks, or on social media.
● Understandingthe uniqueness of your target market iscritical to properly focus the budgeted ad spend.
● Re-targeting site visitors can be more effective than standard displayads.
● Reporting helpsrefine what ismost effective in market for your goals.
● Successful SEO—short for search engine optimization—helpssearch engines understand your content, which then helps usersfindyour site.
● By increasingvisibilityon Google, Microsoft Bing, and other search engines when people search for inventoryyou sell,services you provide and info on topics in which you have deep expertise and/or experience, more buyerswillfindYOU.
Steps:
Finding New Prospects/Leads
November 13 @ 2pm ET/11am PT
The Value of Images/Pictures (& Videos)
December 11 @ 2pm ET/11am PT