Case Study - Auto Group

Goal:  We launched as a 90-day challenge to document the growth of traffic and customer relationships and trust that would develop by utilizing a dedicated e-Newsletter that “originated” from the Dealership General Manager.

Our primary goal was to increase email subscribers to the newly launched General Manager e-Newsletter that would drive customer knowledge and build in-depth relationships and trust with current and potential customers.

Results:  We added Over 1,000 YouTube Subscribers.  The Bottom Line For The Client’s YouTube Growth – Traffic And Views Doubled

Email:  We added almost 2,000 new subscribers to the client’s email lists.

Social Media:  The client’s social media traffic is up over 200%.

Website Traffic:  Overall we wanted to grow traffic to the client’s website by almost 15K monthly visits during 2018.  The 90-day challenge is paying dividends. During the final 30 days of the challenge, we hit 22K sessions on the client’s website.

Traffic Growth:  Growth Increased Across Every Traffic Source
Sales:  The dealership reported that sales increased by an average of over 20 new car sales each month.

Challenge

Purchasing a car is a significant investment and one that consumers do not enter into lightly.

Consumers are not comfortable dealing with auto dealerships overall and dealerships have not taken advantage of the opportunity to bridge this gap.

The auto dealership approached Outsell Digital to look at ways to make their marketing spend more robust, with a higher and more effective ROI while building a relationship and trust with their current and potential customers.

The “Car Buyers Journey 2018 Survey” Confirms:

  • Car shoppers can be influenced about what and who they buy from
  • Car shoppers spend 60% of their time online researching dealers & cars
  • Consumers research vehicles for over 3 months before they buy
  • Consumers spend an average of 14 hours online before ever heading to a dealership
  • Service departments are being outmarketed by their competition
    • With an average bill of $178 per service visit, dealerships are missing out on as much as $99 billion in annual revenue.
    • On average, only 3% of a dealers website content is dedicated to parts and service
    • An analysis of Google Search Results for service and repair shows dealers coming up in less than 5% of searches vs. 60-95% of searches for each of the leading national repair chains
  • 77% of car buyers did not purchase from the 1st dealership visited
  • 25% of all car buyers are not aware of the F&I products prior to going to a dealership
  • 22% of car shoppers use social media as a source while shopping for a vehicle
  • 87% of consumers dislike something about car shopping at dealerships
  • 61% of consumers feel that they’re taken advantage of at a car dealership
  • 56% of Millennials say they’d rather clean their homes than negotiate with a car dealer
  • 24% of Gen X would prefer a root canal than deal with a car dealership
  • 54% of consumers would buy from a dealership that offers a preferred experience, even if it didn’t have the lowest price.

Dealerships have an opportunity to meet your consumers at the “front door” of the process.

Auto dealers have an opportunity to build a relationship and trust with the consumer throughout this time frame.

This leads to increased revenue and a high competitive barrier.

Working with a long term customer, we wanted to demonstrate that:

 

CONTENT
Builds Relationships

RELATIONSHIPS
Are Built On Trust

TRUST
Drives Revenue

The Tactics:

When we start a new engagement with a client, and we don’t have the ability to talk to a ton of customers beforehand. So one way around this is that we hold a half-day customer research session with the client where we chat with members on the team that have direct interaction with the customers.

We’ll bring in people from the sales team, customer success/support team, service department, the CEO, and people on the delivery side that talk to customers, etc.

We ask the sales team questions such as:

  • What objections do you fight most?
  • What questions are you asked often?
  • What are the consistent “aha” moments?
  • Tell me about a recent conversation you had with a prospect, what was the challenge they were trying to solve?
  • What was the last prospect/company that you had an easy time closing? What was the problem that person was trying to solve for? Why do you think that person signed with you?
  • What alternative products/services have prospects compared you to?
  • Tell me about the competition… what do you think your competitive advantage is over the rest of the companies that you compete with?
  • Are there specific industries or types of customers that you’ve noticed are a great fit for the product/service?

We ask the customer service team/support team questions such as:

  • What objections do you fight most?
  • What questions are you asked often?
  • What are the consistent “aha” moments?
  • Can you give me some examples of some of your best customers? Who are they and why do you feel like they’re the best for you?
  • Can you tell me the most common use cases that people use your products/service for?
  • What do you feel like your competitive advantage is compared to all of the other alternatives out there?
  • What are some of the top questions that you get asked on customer phone calls?

We ask the CEO or members of the founding team questions such as:

  • Tell me about your background. What’s the story behind the company?
  • What led you to the company?

We ask the delivery side or product side of the business questions such as:

  • What feature set and/or part of the service do customers use most?
  • What are the most common complaints of the product/service?
  • What objections do you fight most?
  • What questions are you asked often?
  • What are the consistent “aha” moments?

Then we take notes about all of the answers to these questions and look for commonalities and disconnects in the responses. When we have disconnects from different departments, we push them to see why they think differently than others in the company.

We translate the most common use cases, questions, and problems that customers are trying to solve for into content ideas.

Much of the content on our site and that we develop for our clients aims to educate people around how to solve these problems.  We either answer specific questions that are asked or search for a keyword that ties into these pain points.

Pillar content is created that is a substantive and informative piece of content on a specific topic or theme that can be broken into many derivative sections, pieces, and materials.

We created a bi-monthly e-newsletter and then released the content as blog content and social media posts.

The content consisted of competitive comparisons posts, videos, infographics that explained everything from F&I warranties, service warranties, types of oil, tires, how to stop a squeak in the interior of a vehicle to financing options and more.

These may be in the form of a video, a blog post, infographic or other and repurposed into social media channels to drive social engagement and user-generated content.

E-Newsletters

Using the dealership’s CRM data, an e-newsletter is sent out to subscribers and potential and current customers.

The Results:

Started on January 21st — Ended April 20th, 2018

We published content 2-4 time a week, and added an e-newsletter campaign and social media management to the mix.

YouTube: We Added Over 1,000 YouTube Subscribers
The Bottom Line For The Client’s YouTube Growth – Traffic And Views Doubled

Email: We added almost 2,000 new subscribers to the client’s email lists.

Social Media: The client’s social media traffic is up over 200%.

Website Traffic: Overall we wanted to grow traffic to the client’s website by almost 15K monthly visits during 2018.

The 90-day challenge is paying dividends. During the final 30 days of the challenge, we hit 22K sessions on the client’s website.

Traffic Growth: Growth Increased Across Every Traffic Source – If we break down the client’s traffic by source, we can see that all of their major numbers are up.

The client’s organic traffic has already grown by 30%, and a lot their content is still climbing the search rankings.

As I mentioned earlier that the challenge helped create a more engaged email list. As you can see the clients traffic from the email list is way, way up.

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