What’s in your digital playbook? If you don’t have a solid online marketing strategy in 2021, leading into 2022 you’re going to lose out, BIG TIME!
Yes. It’s uncomfortable changing because of what we already know. However, what we know may not still be best. So we must evolve our ideology about what’s working best and step out of our comfort zones, learning and effectively using new tools and strategies to achieve our goals.
Take heed to this wisdom. Your competition is getting smarter and more agile in this rapidly evolving automotive advertising landscape. So must you! To stay ahead of them, you must have a digital playbook that is precisely planned out and consistently in line with your goals.
To stay relevant with your competition at the very minimum you must:
Build trust with customers.
Ask for Google reviews.
Revise your campaign strategies and possibly, budgets based on what is selling cars today.
Rank at the top of Google.
Bid on your competition’s keywords.
Proactively manage your keywords.
Focus on the right audience of car buyers with clear, concise, and engaging messages in all of your campaigns.
The key is how many times and how often the right customers hear or see your message. Whether you are establishing a new marketing strategy or if you need a tune-up of your current one, The Car Guys at JKR Advertising & Marketing are your solution. We take the guesswork out of the equation. We help you dominate your competition.
That’s why you’re our featured team player this month! Thank you for everything you have done and continue to do for JKR! Please accept this token of appreciation as our sincere gratitude for helping to make our company what it is today.
Automotive Advertising Tips From “The Car Guys” at JKR
Three tips to increase traffic:
Over 50 years of combined success in the automotive advertising world allows us to share our indisputable knowledge with dealers out there, who are just getting started or still figuring it out. Follow our lead. We make market leaders.
Whenever possible, retain an outside perspective of your current advertising strategy. We offer a free, no-obligation comprehensive analysis of your current situation, and our highly skilled Account Executives offer suggestions for immediate improvement.
Question everything! Whatever you do, if you can’t clearly see it working, it’s not. Stop wasting your money, energy, and time on it.
Take the JKR digital challenge! Here’s the third and probably the most valuable tip we can offer in today’s e-newsletter. The JKR digital challenge: You could be receiving better service for less, and much higher ROI.
Nearly every industry has fallen victim to Online Security issues at one time or another, including many automobile dealerships. Their databases are fertile ground for a hacker, chock full of customers’ personal and financial information. The importance of protecting this data cannot be overstated – and today’s blog offers tips from an industry expert to help keep it safe.
Tim Taylor is Owner of TaylorWorks, a Central Florida-based Managed IT Services and Support company whose clients include multiple automobile dealerships. We spoke to Tim about some of the most effective ways a dealership can protect one of its most important assets – the customer database.
What can a dealer do to protect himself from Online Security breaches?
As any dealer knows, their database would be a goldmine for hackers, so it’s very important that their networks are completely secure. They must have good firewalls and if they allow people to operate remotely, they should use VPN (Virtual Private Network) connections. Even if their network data is 100% online, hackers can still infiltrate one employee’s computer and get what they want.
If you have internal servers, they should always be backed up both locally and online (in the cloud) so if a ransomware situation occurs, it allows you to recover very quickly and not have to worry about paying the ransom. It is also vital that your backup system runs continuously. Here’s an example why this is true: if a hacker strikes at 4:00 in the afternoon and the best thing you can do is recover everything from the previous day, that’s obviously not good for the dealership because you risk losing everything you keyed in during the present day.
You simply shouldn’t take chances. You never think it is going to happen to you … until it does. A lot of businesses today – ours included – require a second authentication to log on to their computers. This is called Two-Factor authentication. In addition to the user name and password, the employee also validates their identity from their phone. This is an inexpensive – but very smart – extra layer of protection, because it helps keep unwanted people from gaining access to your vital information.
As you mentioned earlier, each individual computer at a dealership can be hacked. Is there anything that can be done to help make them less vulnerable?
One very important thing is making sure all your machines are continuously updated. I’m talking about simple Microsoft Windows updates. If this doesn’t happen, there is a much bigger chance that information can get compromised. Microsoft creates a lot of patches to stop things like this but if they’re not installed on the computers it doesn’t do any good. You need software on your PCs that can give you reports regarding each machine getting updated on a regular basis. A Managed Service provider can provide this.
The dealerships that take the necessary steps to keep up with these things are the ones who don’t have big problems. The ones who try to save a little money or don’t pay enough attention to it are the ones who often end up with their systems infected, compromised or ransomed. And here’s the thing: it costs a lot more to correct a big problem like this than it would have ever cost to prevent it in the first place when you consider the downtime, the loss of productivity and any ransom you might have to pay … not to mention possible sales lost while you are down! And these days, hackers often base ransom amounts on what they think you can afford to pay, not just a predetermined sum of money – so the amounts they demand can be quite high.
How should a dealership handle online “phishers” – people using fake correspondence to obtain financial or other confidential information from Internet users?
Dealerships manage large amounts of money and sometimes wire transfer big sums online. So it only makes sense to train all your employees – especially those who handle money in any way – to be especially careful. We actually have a service where we send out “dummy e-mails” to our clients’ employees purporting to be from Microsoft, FedEx or another company the employee would consider legitimate. In these emails, we ask employees to verify their ID, password and other information. It’s all very official-looking but of course, not real. We then go back to the client and tell them which employees fell for the dummy emails and gave out their information. This type of ongoing staff training is very important so your employees know to be on alert at all times.
Transferring money should involve a multi-level approval process and even a call before the transfer is ever actually made – because once money has been intercepted by a phisher you’re not going to get it back.
A great ad during the COVID-19 pandemic is obviously not the same as a great ad under normal circumstances. Although we’re not completely out of the woods yet in terms of what’s happening with the coronavirus, things continue returning to normal. As such, it’s time to examine some of the key elements to a successful post-COVID ad campaign.
Great Ad Elements
Keep it Simple: When you only have 30 or 60 seconds, less is more. Focusing on a smaller number of things ensures your audience will remember what you said – and it could even leave them wanting to know more.
Make it Easily Identifiable: Be sure your dealership’s name and logo (in video productions) are mentioned and displayed often.
Make it Interesting: You can use facts, emotion, entertainment or a number of other tactics … but if your audience isn’t moved by it, it’s going to be less effective.
Make it Memorable: Think about how much advertising you’re exposed to on a daily basis. Make your dealership’s ads stand out from the crowd and you’ll reap the benefits.
Be Consistent: Spread the same message in all your platforms. This helps avoid confusion – the last thing you want when there are others nearby who sell the same products as you. Clearly representing your dealership and its mission ensures consistency.
Make it Credible: Believability is a big part of what makes people take notice of an ad. Potential customers won’t buy from you if they don’t think they can trust you.
Make Sure it Reaches the Right Audience: Reach and frequency must be sufficient for an advertisement to truly be effective. Getting the most people you can to see your messages (reach) is great, but that isn’t the only element involved. It typically takes multiple exposures (frequency) to your message before you can expect any kind of response.
Want to find out if your marketing dollars are being spent efficiently? Contact JKR and we’ll provide you with a no-strings-attached, FREE Advertising Review. We’ll take a close look at what you (and your competition) are doing, and give you our expert feedback. Call us at (321) 397-0777 today to get things started.
JKR Automotive Advertising: The car dealer ad agency.