Presentation Transcript

1. Make Your WebsiteWork for YouWinning Strategies for Selling Online

   Presented by: Greg Petry, President, NetSource Media
2. Schedule Change Today Winning strategies for selling online – Make your website work for you  Tomorrow 8:00-10:00AM Search Engines and Social Media – Build Traffic and Customer Loyalty
3. How Many have Websites? How Many are Getting Results?
4. Why is Your Website Important? Only way many people will find you 85% of shoppers will visit your website before visiting your lot Creates a Positive or Negative 1st impression Most Cost Effective form of Marketing and Advertising you can do
5. Step 1:Define Your Goals Traffic Leads Sales Combination
6. Step 2Measure Your Baseline Gather Your Stats Google Analytics Important Stats Total visitors Unique Visitors Bounce Rate Time on Site # of Total Leads # of Good Leads # of Phone Calls # of Sales Value of Sales
7. Make A Commitment Treat Your Website like a Branch Location Commit the Time, Money, and People Resources You Need to Succeed Get Help if you don’t have the in-house skills or resources Everyone who is successful online works at it – selling or driving sales with your website requires work
8. Elements of Successful Websites BALANCE of These Elements Design Content Search Engine Optimization Marketing Pricing Customer Service
9. Design Match Your Marketing Not just colors and Logos, but theme and tone Make a Great First Impression Over 85% of buyers research online before calling or visiting a dealer Make it Usable Be consistent with Navigation throughout the site Use terms they use and understand, not industry or marketing babble Give Them What They Want List all of your inventory Give them plenty of pictures Consider Video for High Priced Units List Realistic Prices
10. The Difference Design Makes
11. The Difference Design Makes
12. Content Content Should be Thought of both independently and as a subset of SEO A good Content Strategy thinks through not only what the Search Engines want, but what the visitor wants and needs to move toward completing your goals.
13. Content Let your dealership’s personality shine through Make it easy for them to contact you via traditional methods on every page of the site Pictures of your lot, people, shop, etc. are good – they give potential clients confidence that you are a real, legitimate business Regularly post info about events, specials, new products, etc. This helps keeps your site fresh for both visitors and the search engines
14. Content Use a Content Management System (CMS) Makes it easy for staff to make quick changes without incurring expense “Live” Content / Social Media – a Necessary Evil Search Engines like sites with fresh content Facebook and twitter are great for business if used correctly
15. Content Social Media FaceBook, Twitter, etc. Becoming more powerful and important in driving sales Good, valuable posts can be shared and widen your contact base
16. Content Live Content / Social Media Content Ideas New or Special Inventory Events you host/attend/sponsor New Products / Services New Deliveries with testimonials Blogs How to / Technical articles Buying Guides Industry Issues
17. Inventory Probably the most important section of a Dealer’s website Adds content for search engines and gives visitors the info they want Consider a “Showroom” section that shows what you can get and an “Inventory” section that shows what you actually have
18. Inventory Partner with a web provider that can provide you with a tool to easily manage your inventory and get it to all of the places you want it Write clear, unique descriptions for everything – Don’t just copy the manufacturers description Display lots of pictures – the more valuable the unit, the more pictures you need to post
19. Inventory - Pictures Take Quality Pictures Avoid Background Distractions Get Good Lighting Show all Angles Show Interior Show Damage Have a thumbnail and a large image (1024x768)
20. Inventory Consider adding video if available – if gives you the ability to sell the unit with audio and images Post prices!!!
21. Search Engine Optimization (SEO) Who Do You Want to Target? Lookers vs. Buyers Brand Specific vs. Type Specific Where Do You Want to Target Local vs. Regional or National The lower the units value, the less likely buyers will be willing to travel a long distance to purchase Your local market will nearly always be your easiest sale, so make sure that you do a good job of targeting locally
22. MarketingInventory Distribution Free Listings Craig’s List Oodle, Vast, etc. More like SEO since it is hard to control listing or track results, but a valuable and cheap way to get your name and products out there Paid Classifieds Local Market Classifieds Industry Specific Classifieds Trailer Shopper Horse Trailer Trader Equine.com Racing Junk Trailers USA Horse Trailers USA
23. Marketing The wider the distribution of your inventory, the better: More inbound links to your website builds credibility and SEO ranking of your site Every site builds a slightly different audience – you want your inventory where your buyers are Different sites do well on different “long tail” searches.
24. Marketing Make sure that your web address is on all of your traditional marketing as well
25. Customer Service Treat your online customers as well or better than your traditional customers Dedicate 1 or 2 people to handle all Internet leads Define and monitor response times – hold your staff accountable Have contingency plans for sickness or vacation
26. What Next? Go back to the beginning and repeat the process
27. Step 1:Define Your Goals Traffic Leads Sales Combination
28. Step 2Measure Your Baseline Gather Your Stats Google Analytics Important Stats Total visitors Unique Visitors Bounce Rate Time on Site # of Total Leads # of Good Leads # of Phone Calls # of Sales Value of Sales
29. About NetSource Founded in 1995 Acquired RVUSA.com in 1999 Largest provider of RV Dealer websites Began working with Trailer Dealers in 2009 Operate TrailersUSA.com and HorseTrailersUSA.com Over 50 Design Awards Staff of 22 including 5 designers and 4 programmers Full Service Online Agency offering everything from Logo Design to eCommerce and Custom Programming
30. Questions? Greg Petry NetSource Media TrailersUSA.com / HorsetrailersUSA.com 352-732-7700 greg@netsourceinc.com