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HubSpot in 2013

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HubSpot in 2013 Powered By Docstoc
					Inbound Marketing Strategies for
Ford Dealerships


Adam Enbar & Paul Litterer
HubSpot
Agenda


1   The Sales and Marketing Playbook



2   Get Found – Local SEO & Social Media


3   Convert – Visitors into Leads



4   Selling to Inbound Leads
The Sales & Marketing Playbook




                                 3
The Sales & Marketing Playbook
IS BROKEN.




                       CALLER ID




                                   4
Humans Are Changing
Humans Are Changing
Old School Sales Methodology



                               Attention
                               Interest
                               Desire
                               Action




                                           7
 Car Buyers Average Purchase Cycle




                                 1+ Months
                                 < 1 Month




74% of car buyer are in-
market for Over 1 Month
                                    Traditional             New
                Information
Buying Cycle                       Information          Information
                 Required
                                      Source               Source

               Research Reports    Kelly Blue Book          Blogs
 Research        Buyer Guides      Word-of-Mouth        Search Engines
               Comparison Charts     Dealership          Social Media


                 Feature Lists                       Manufacturer Websites
 Consider        Testimonials        Dealership        Dealer Websites
                  Datasheets                           Aggregation Sites


                 Product Tour                        Manufacturer Websites
                  Test-Drive                           Dealer Websites
    Try          Competitive
                                     Dealership
                                                           Youtube
                  Research                                Dealership


                    Pricing
                                                           CarFax
    Buy        Financing / Terms     Dealership
                                                          Dealership
                 Add’l Features
                                    Traditional             New
                Information
Buying Cycle                       Information          Information
                 Required
                                      Source               Source

               Research Reports    Kelly Blue Book          Blogs
 Research        Buyer Guides      Word-of-Mouth        Search Engines
               Comparison Charts     Dealership          Social Media


                 Feature Lists                       Manufacturer Websites
 Consider        Testimonials        Dealership        Dealer Websites
                  Datasheets                           Aggregation Sites


                 Product Tour                        Manufacturer Websites
                  Test-Drive                           Dealer Websites
    Try          Competitive
                                     Dealership
                                                           Youtube
                  Research                                Dealership


                    Pricing
                                                           CarFax
    Buy        Financing / Terms     Dealership
                                                          Dealership
                 Add’l Features
                Thought Leadership content
                Whitepapers, Research
                reports, videos, buying guides

            Datasheets
            Feature lists
            Comparison charts
      Product tour
      Competitive research
      Test drive

Customer testimonials
Pricing information
Quote requests
                                 SEO
                               Blogging
                            Consultations
                         Thought Leadership
                            Social Media
                             Viral Videos




                VS.

                 Email
Telemarketing
  Direct Mail
 Email Blasts
 Door-to-Door




                                              14
VS.


      15
1   Get
    Found
17
18
19
21
• Changes are automated and impartial.“

• "Having a correct, comprehensive, and
  up-to-date listing is the most effective
  way to ensure the best possible
  ranking."

• “Google Maps ranks business listings
  based on their relevance to the search
  terms entered, along with geographic
  distance (where indicated) and other
  factors. Sometimes our search
  technology decides that a business
  that's farther away from your location is
  more likely to have what you're looking
  for than a business that's closer."
                                         22
Consistency

Completion

Citations
              23
      9%



91%
           25
26
27
How do you get on the list of search results?




                                                28
   4 Rules For Title Tags
1.Use The RIGHT Keywords.
2.Keep it short (<71 characters)
3.Make each Page Title unique.
4.Remember the buying cycle!




      29
     KEYWORD EXERCISE
Persona: New Parent
Buying Phase                       Target Keywords

 Research         Safest family SUVs, Great cars for kids

  Consider        Ford Explorer vs Cherokee, Explorer Safety Ratings

    Try           Test Drive Ford Explorer, 2011 Explorer Videos

    Buy           Used Ford Explorer Minneapolis

             30
  LINKS
 ARE THE
CURRENCY
  OF THE
INTERNET   31
32
33
34
Why is Blogging so Powerful?
                      • Each article is a new
                        page on your site

                      • Every page is the
                        opportunity to rank for
                        a new keyword phrase

                      • Blog articles generate
                        700% more traffic than
                        static web pages




     35
36
37
38
   5 Tips For Blog Content
1.Be a Resource to Your Target Audience
2.Answer FAQs, check your email!
3.Engage with Your Local Community- build
  case studies, discuss local news, etc…
4.Provide How-to Based Content
5.Post Articles Consistently
    BLOG TITLE EXERCISE
1.Use your Keywords!
2.Write for your audience
3.Make it “digestible”
  -”How to….”
  -”5 Tips for…”
How does Social Media fit in?
Social Media - Distribution
                              •If your content is
                              remarkable it WILL
                              spread!

                              •The people
                              reading and
                              sharing your
                              content are your
                              target customers.




                                               42
Average Content Gets Shared
                                                        13
14



12



10



8



6



4



2



0
     1   2   3   4   5   6   7   8   9   10   11   12   13
                                                             43
 AWESOME Content Gets Shared MORE
9000


8000
                                                     8,191
7000


6000


5000


4000


3000


2000


1000


   0
       1   2   3   4   5   6   7   8   9   10   11   12   13
                                                               44
9000               13          VS. 8,191
8000


7000


6000


5000


4000


3000


2000


1000


   0
       1   2   3   4   5   6   7   8   9   10   11   12   13
                                                               45
Social Media – Search Rankings!




                                  46
Co n t e n t i s

K I NG


                   47
2   Convert
Convert to leads




                   49
Examples of Calls to Action




                Contact: info@companyxyz.com


                                               50
Leads!   51
Test!




    13.6% Conversion Rate   6.4% Conversion Rate

                                                   53
       4 Rules For CTA’s
1. Don’t neglect the other 96%!!
2. 2 CTA’s per page
3. Keep it above the fold
4. Test!
CALL-TO-ACTION EXERCISE

                          Thought Leadership content
                          Whitepapers, Research
                          reports, videos, buying guides

                      Datasheets
                      Feature lists
                      Comparison charts
                Product tour
                Competitive research
                Test drive

          Customer testimonials
          Pricing information
          Quote requests
Landing Pages




                56
              Conversion Rate




Form Fields
3 Rules For Landing Pages
1. Limit your form fields
2. Personalize the button
3. Test, Test, Test!
Research your Leads
Continue the Conversation
           Build a Process
  Connect     “Hi Joe, you recently downloaded our guide to XYZ.
              What were you looking for help with?”



  Qualify /   “I think you’ll benefit from one of our buying
              assessments – Let’s schedule a time to review your
Demonstrate   needs and determine what vehicle is best for you”
   Value
              “Based on our conversation, your needs and your
   Pitch      budget, it seems these models would be the best fit…
              would you like to test one out?



              “Model X fits right in your budget and is the best fit for
   Close      what you’re looking for in your new car. Are you ready to
              take a look at the paperwork?”
Sell Cures, Not Vitamins
4 Rules For Selling Inbound Leads
 1.Research your Leads
 2.Continue the Conversation
 3.Build a Process
 4.Sell Cures not Vitamins
SALES EXERCISE
What is HubSpot?
Complicated   Easy & Integrated
& Confusing
New Strategic Investment



                  $32M
Get Found: On-Page SEO
Get Found: Optimized Blogging
Social Media Monitoring & Engagement
Behavior-based Email Marketing
Simple, yet Powerful A/B Testing
Advanced Customer Lifecycle Analytics
ROI Focused Analytics




                        78
HubSpot ROI
After 5 Months of using HubSpot customers see, on average:
    • 6,862 unique monthly visitors
    • 138 leads per month
    • 420% increase in monthly website leads




                       Customers experience sustained lift in
                       leads as they age




                                                                79
   Boyle GMC Results?
• Generated $2,793 in pay-per-click savings from organic search and
  referrals in March 2011 alone

• Nearly doubled leads generated from landing page forms from
  January to March 2011




                                                                 80
  Online Marketing Consultations
       www.hubspot.com/ford
Free 30 Minute Online Marketing
Consultation for Ford dealers

•What’s the best way to set up a website to attract more visitors
from search engines?

•How can you convert the visitors who are on your site today into
leads and customers?

•How can you use social media sites like Facebook and Twitter to
generate business?

•What are your local competitors doing to generate business
online today and how can you catch up?




                                                                    81
DON’T
DIP YOUR
TOE IN
           82
  JUMP IN
ALL THE WAY
              83
Adam Enbar
aenbar@hubspot.com
@aenbar

Paul Litterer
plitterer@hubspot.com
@plitty




      www.hubspot.com/ford

				
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posted:2/12/2012
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