Lead Generators For Local Automotive Stores Are Losing Their Effectiveness

We certainly agree with the comments made in LinkedIn groups wondering why car dealerships are not getting the volume of leads they used to or the quality of leads they used to from national lead generators. Our own experience with Penske car dealerships have seen very similar results from national lead generators. Leads from the OEM websites, the dealerships own website, Google Adwords far exceed that coming from national lead generators. We need to augment and expand on the discussions in LinkedIn automotive groups and break them up into three major groups. There is no one silver bullet to answer “why”, rather there are multiple elements that make up the total answer. 1. Search Engines Search engine maps and their listings have been evolving since 2007. By the end of 2008 they were in the first page search results. Unfortunately, the financial meltdown that caused many businesses to hold on their budgets in 2009 and most of 2010 kept them away from seeing the evolution and maturity of the Local Business Listings as a marketing tool to reach local consumers. At the end of 2010 major changes from Google pushed local results before national results. This includes geo-tagged web pages / web sites and local business listings (aka Google Places and aka the interactive yellow pages). An organic web marketing strategy has to focus more on local over national with websites, web pages, micro website strategies, and local business listings. Please note this is about “marketing” not “advertising”…web marketing has a shelf life of years! …web advertising has shelf life of a few seconds and only good as long as you put money into it. Two Google issues also play into using local business listings: A. Google Places is not about what you do on Google, but also Google validating your information on other websites, known as citations. Too many companies focus only on Google Places and can’t understand why it doesn’t work. B. Amongst various data point, one of the data point Google ranks local listings on is customer ratings and reviews. It is important to actively manage these, not only for negative ones, but securing positive ones and facilitating positive re-enforcement. 2. Mobile Marketing Mobile searches have not only been increasing in usage, but the searches are showing better quality of leads. We are seeing this in our managed Google Adwords campaigns in which mobile clicks are outperforming non-mobile clicks and are also costing less. An Google Adwords strategy that encompasses keywords, ad extensions, image ads, and also are all equally prepared for mobile, will show better results than national 3rd party lead generators. 3. Hyperlocal Advertising Hyperlocal Advertising is the next main growing element in reaching local consumers. Ex-newspapers journalists have been opening up their own city or neighborhood websites with local news and information. Larger entities like AOL have been growing their Patch.com websites and this industry also includes websites like Examiner.com. Amongst the local journalist and these national hyperlocal sites consumers are responding very well to them and in fact have browsers opening to them as their initial home page. Focusing on editorials and advertising (text, image or banners) becomes part of the web strategy in reaching local consumers for local stores. Particularly for national companies with stores nationwide whose business revenue is dependent upon the local consumer. If you look at all three elements (Search Engines, Mobile Marketing and Hyperlocal Advertising) we will see that there is no one single answer as to why national 3rd party lead generators are not as effective. Perhaps had the 2008 global financial bankruptcy not happened and business continued as usual, many businesses would have realized these changes much sooner. The ongoing evolution, maturation and technology changes/additions that takes place on the web create a very dynamic and fluid environment that is not necessarily comforting to business. Nothing is ever stagnant and one has to always adopt technologies early to take advantage of reaching consumers that have no problem adopting technology changes earlier than business. Unfortunately, business tends to take its time in making these decisions and also expect that their investment in “one thing” will continue forever. Neither which is true or good for the business. For this reason it all comes down to ongoing education and communications focusing on the marketing processes versus just executing silvers of technology tasks. The difference between a marketing agency versus a technology company is well apparent because of the communications. Marketing agencies are focused on pushing ideas and marketing strategies with ongoing communications with clients. Technology companies tend to wait for orders from their customers, who unfortunately, many not know what they should request or what they are requesting. Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by Smartfinds Internet Marketing. Let the experts of over 17 years Internet marketing experience help you use local business marketing for national company stores through monthly managed marketing services, broadcast data services for mass business data distribution, and our Mobile Locations Finder mobile app. Smartfinds Internet Marketing 330 East Maple Road #503, Birmingham, MI 48009 Toll-Free: (866) 501-5758 Fax: (866) 501-5758 http://www.smartfindsgeographicmarketing.com Read more at smartfinds.posterous.com

Lead Generators For Local Automotive Stores Are Losing Their Effectiveness

We certainly agree with the comments made in LinkedIn groups wondering why car dealerships are not getting the volume of leads they used to or the quality of leads they used to from national lead generators. Our own experience with Penske car dealerships have seen very similar results from national lead generators. Leads from the OEM websites, the dealerships own website, Google Adwords far exceed that coming from national lead generators.

We need to augment and expand on the discussions in LinkedIn automotive groups and break them up into three major groups. There is no one silver bullet to answer “why”, rather there are multiple elements that make up the total answer. Read more at www.smartfindsgeographicmarketing.com

November 14, 2011 Geographic Marketing Local Business Listings Previewed In Google Search Results Google has been allowing for web pages to be previewed before clicking on a search result for quite some time since 2010. Equally we have seen a number of changes taking place during 2011 in Local Business Listings from Google’s Places and Maps. These changes have include the removal of third party reviews, layout changes to what information is viewable and a strong focus on securing ratings and reviews. Google Places results which provide local results before national results now received the instant preview feature too and are displayed on the first page of the search results. This is a new functionality that will further encourage and require businesses to take control of their Local Business Listings to insure local customers get the marketing information the business wishes to provide. What is probably more important is has been enhanced with multiple layouts and provides the searcher more information than the organic results of general websites. You can hover over a Google Places listing and see everything from Maps to Videos, Photos and more in the right column. What is probably more surprising is that the ads are replaced with the preview information. The implications of the Adwords Ads being replaced with the preview information certainly has other implications that we will have to discuss separately. The following information is provided by Google’s Instant help page: &nsbp; Before Google Instant, the typical searcher took more than 9 seconds to enter a search term, and we saw many examples of searches that took 30-90 seconds to type. Using Google Instant can save 2-5 seconds per search. If everyone uses Google Instant globally, we estimate this will save more than 3.5 billion seconds a day. That’s 11 hours saved every second. 15 new technologies contribute to Google Instant functionality. &nsbp; Let’s take a look at the information included in the instant preview of Google Places Local Business Listing. Map While the general search results always show a map with all Google Places Local Business Listings, if you hover over a listing you will see only the listing you are hovering over. The map links to Google Maps where you can then obtain more details including directions. Customer Ratings and Reviews Recent studies have shown how 6 in 10 customers make their buying decisions based on what has been posted to the local business listings. Of course this goes well beyond Google and becomes equally important to insure satisfied customers have posted positive ratings and reviews while the business manages the process of tending to negative ratings and reviews too. &nsbp; Images, Photos, Videos, Coupons, Offers, Promotions This is where the marketing content a business provides within their Google Places Local Business Listings for their local store becomes very important. Whether it is products, services, advertisements, coupons, offers, discounts, etc. Taking the initiative to secure your local business listings by claiming them and then managing them with regularity. Street View Probably not as well known is the panoramic photo that is provided by Google for that businesses address. You can get a 360-degree view of the area by hovering over this panoramic photo. Some street view images have one for the interior while others only for the exterior. Eventually this will play into the integration of Google Places with Google Earth. Web Page Preview If Google can identify a web page for the business, the thumbnail of the business web page is displayed. This thumbnail appears to be a live snapshot and is directly linked to the web site. From a marketing perspective this the first impression a prospective customer will have with the business. Additional Details Included Prices, Hours of Operation, Public Transport, Reservations, Menus, Feedback to Google, Report a Problem, and links to additional third party ratings and review websites. Of course not everything here is applicable to all businesses and are displayed based on the information provided from the Google Places Business Management Console. As you can imagine the instant preview gives user the ability to “view” without having to click and this will directly impact the number the click through rate (CTR) of any individual listing. Most likely the CTR will go down in this case. &nsbp; With the ongoing changes by Google to the search results page along with the Google Places Local Business Listing, the industry continues to push hard for businesses to not only manage their local business listings, but to start focusing on store level marketing and store level reputation management (aka public relations). We can expect to see more changes and requiring businesses to add the appropriate policies and procedures to include this area as part of their web marketing strategies. Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by Smartfinds Internet Marketing. Let the experts of over 17 years Internet marketing experience help you use this local business marketing tool properly through monthly management marketing services and broadcast data services for mass business data distribution. Smartfinds Internet Marketing 330 East Maple Road #503, Birmingham, MI 48009 Toll-Free: (866) 501-5758 Fax: (866) 501-5758 &nsbp; http://www.smartfindsgeographicmarketing.com Read more at smartfinds.posterous.com

Smartfinds Geographic Marketing Local Search Marketing & Data Services Because All Business is Local Call (866) 501-5758

Geographic Marketing Local Business Listings Previewed In Google Search Results

Google Places results which provide local results before national results now received the instant preview feature too and are displayed on the first page of the search results. This is a new functionality that will further encourage and require businesses to take control of their Local Business Listings to insure local customers get the marketing information the business wishes to provide.

With the ongoing changes by Google to the search results page along with the Google Places Local Business Listing, the industry continues to push hard for businesses to not only manage their local business listings, but to start focusing on store level marketing and store level reputation management (aka public relations). We can expect to see more changes and requiring businesses to add the appropriate policies and procedures to include this area as part of their web marketing strategies. Read more at www.smartfindsgeographicmarketing.com

What, if anything can be done about bad online reviews? Is this also known as “reputation management”? posted 1 day ago in Internet Marketing  | Report question as…

Hi Carl, Considering that 6 in 10 consumers make their shopping decision based on ratings and reviews, the management of the local listing reviews becomes imperative. I do want to clarify that my comments are related to Local Listing Ratings and Reviews. Reputation Management through social communities, forums and content postings on the web do take a different approach. Certainly managing the bad reviews is an important process. It is a process that starts with disputing the issue to see if it can be removed (especially if a competitor posted something) and it is also followed by either an apology to the situation or an explanation that also identifies what was done to resolve the problem. However, we need to consider how to minimize the urgency or negative ratings and reviews and also the possibility of them being seen. For this reason Reputation Management is NOT only about managing negative reviews, but focusing on how to secure Positive Ratings and Reviews.

Melih Oztalay YOU CEO, SmartFinds Internet Marketing see all my answers Best Answers in: Public Relations (3)… see more, Internet Marketing (2), Risk Management (1), Mobile Marketing (1), Blogging (1) see less Read more at www.linkedin.com

GEOGRAPHIC MARKETING AND LOCAL LISTING WARS

Home Contact Us Contact Us Local Business Marketing Local Marketing GEOGRAPHIC MARKETING AND LOCAL LISTING WARS October 25, 2011 Edit Geographic Marketing is an important tool not only for local businesses looking to attract consumers through local business listings, but also for the large online companies who host such listings. Have you noticed the number of commercials being run by high-profile tier one companies and websites that are in the local business listing industry? These companies are all trying to capitalize on the local business marketing industry, and are consistently fighting for top recognition and use. For example, you may have seen TV commercials for Angie’s List, Super Media, Yellow Book. If you add Internet advertising that includes but not limited to Google, Yahoo, Bing, Merchant Circle, Yelp, Citysearch and many others, you have to start wondering how all these websites can attract a finite number of businesses and visitors to use their website. The other more significant question is how a business will manage their local business marketing information at all the local business listings websites. History of Geographic Marketing and Local Business Listings As a business, if you have not kept up with the evolution of geographic marketing you will need a quick primer to know where things started and where things are today. The origins of local business listings go back to the early 1990s when search engines had directories listing businesses by categories in addition to their basic search results. These basic business listings gave way to business directories giving the business the opportunity to add more business marketing information. While this evolution was taking place, yellow page (411) websites were also emerging on the web. Business directories eventually gave way to the idea of rating a business with companies like Angie’s List and Yelp in social communities. In 2007 business listings began showing up in search engines and customer ratings and reviews also were available. In summary, geographic marketing is essentially based on an online business listing which consists of yellow pages information, business description, and local business marketing information, consumer ratings and consumer reviews. Geographic Marketing is Interactive in Nature Calling these listings a business directory does not do them justice considering all the local business marketing content, customer information and mapping information. However, geographic marketing is not just about getting your business marketing information into these listings. It is also about essentially creating mini-websites for your business, and more importantly allowing customers to quantitatively rate and subjectively provide commentary about their experience with the business, products and services. Local business listing websites that are social communities allow customers. Live social communities that provide location based services like Four Square, Twitter and Facebook create instantaneous feedback to friends, family and followers alike. This collaboration not only allows for ratings and comments, but the information is posted permanently. A smart geographic marketing strategy will require a business to ask satisfied customers to post commentary and manage those postings that are negative…..at multiple local listing websites, of course. Manage Your Geographic Marketing Process Everywhere! Unlike the traditional yellow pages, where business information was located in a single source, the Internet lets local business marketing information be found everywhere. With so many sources, it becomes imperative for a business to stay on top of its information, description, business marketing materials and consumer reviews at multiple local listing websites. Local Business Listing websites is defined to include search engines, social communities, 411 websites, GPS websites and business directories. If you wonder why the management needs to take place at multiple local listing websites, the answer is simple. Your business information shows up in search engine results, mobile search results, and is available to mobile application developers for mobile apps. Every time a consumer or customer enters a search term, the search engine or mobile app will return local business listings that are relevant to that search based on its proximity to the user’s location (latitude and longitude, city, or state). Since you don’t know what source your local customers or mobile application developers are using, you need a way to manage many sources simultaneously. Select a Company to Help Whether we are talking about website optimization, local business listings, mobile marketing, social marketing, or geographic marketing, a business needs proper support to succeed in this new era of store level marketing. You need a partner with experience and expertise in multiple digital marketing fields who can adapt to the progression of new technologies that will become available over the next few years. Some key elements for a company to provide geographic marketing services include: Claiming your local business listing at multiple local listing websites. Providing both data services and business marketing services (you need both data and marketing, not just data services). Updating your basic business data information monthly. Updating and managing your business marketing information to include photos, videos, coupons, offers, discounts, and events monthly. Monitoring and Managing Consumer ratings and reviews monthly. Reviewing analytics of local business listings and making the appropriate changes to your local business listings monthly. Offering expertise in Mapping Technologies and GPS that offer mapping and navigation services based on latitude and longitude, or city and state geography. Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by Smartfinds Internet Marketing. Let the experts of over 17 years Internet marketing experience help you use this local business marketing tool properly through monthly management marketing services and broadcast data services for mass business data distribution. Smartfinds Internet Marketing 330 East Maple Road #503, Birmingham, MI 48009 Toll-Free: (866) 501-5758 Fax: (866) 501-5758 http://www.smartfindsgeographicmarketing.com Read more at localbusinesslisting.wordpress.com

How to Successfully Manage the Consumer Ratings and Review Process

Consumer ratings and reviews have become an integral part of every business’ public relations program, requiring many companies to develop a standard operating procedure to manage this process. Consumer ratings and reviews are posted on multiple local listing websites (search engines, communities, directories, etc.) and shared amongst these websites as well. Therefore, it is important to keep in mind that this should be an ongoing process that occurs over many different online listing websites.

Understanding Ratings vs. Reviews

To help you get started managing this process, it is useful to have some background on the program. Consumers can rate a business from 1 to 5 stars quantitatively which will soon be used to rank relevant websites to a search. This numerical value can also be averaged over many ratings; therefore, it becomes important to seek out positive ratings in volume.

Consumers can also post a subjective review about a business. This is positive or negative text copy about their experience with a business’ products or services. This subjective review is kept for years and is available for future prospects to view. Read more at www.smartfindsgeographicmarketing.com

Geographic Marketing as a Key Business Strategy

Geographic marketing is a new method of marketing a business and its website through web searches, mobile searches and social media. Geographic marketing incorporates digital tools like local business listings, hyperlocal advertising, managing customer ratings and reviews in order to promote a local store through web searches or mobile searches.

In the traditional sense, the definition of geographic marketing is the association of data and maps, but the added convergence of local business listings, mobile business marketing, and social media makes this method of local business marketing more powerful than ever before. This local business marketing tool may come across as something for local business, but we have to remember that all business is local. National companies with multiple store locations also have to consider managing the marketing for individual stores at the store level now-a-days and not just at the national level. Read more at www.smartfindsmarketing.com

The Detroit Metropolitan CVB includes Melih Oztalay of SmartFinds Internet Marketing As Guest Speaker On Customer Ratings and Reviews

“What’s the Online Buzz?” is the third and final installment of the DMCVB membership educational series focusing on business ratings and reviews by local customers

September 26, 2011 (Birmingham, MI): Smartfinds Internet Marketing (http://www.smartfindsmarketing.com ), an Internet Marketing pioneer for more than 20 years and leader in web marketing including geographic marketing has been invited as the guest speaker for the Detroit Metropolitan Convention and Visitors Bureau’s (DMCVB, http://www.visitdetroit.com) educational series for their members. The event focuses on learning how to manage the business online reputation at the local geographic level.

The event is held on Thursday, September 29, 2011, from 2 – 4 p.m., at the Best Western Plus Sterling Inn at 34911 Van Dyke Avenue, Sterling Heights, MI 48312. You must be a DMCVB member to attend. You can contact Angela Gillis at the DMCVB for further information by phone at (313) 202-1973.

See more at www.smartfindsmarketing.com

5 Smart Reasons To Outsource Geographic Marketing Services

Geographic Marketing is the key to making your business stand out to local consumers, but are you taking advantage of these great business marketing tools? Are your stores dependent upon the local geography for your revenue? If you’re not using the full power of Geographic Marketing as an additional business marketing tool to reach local consumers, then you are missing out on a significant local business marketing opportunity.

Considering that local business listings show up on the first page of search results, in mobile searches, and in mobile applications, this is a local business marketing tool you don’t want to ignore. Read more at www.smartfindsmarketing.com