Digital Marketing 101 | The Basics You Need to Know

G3 Annual Dealership Conference | Digital Marketing 1011
Foundations of Digital Marketing | The solid base you need
to catch more customers.
Through this seminar, you’ll gain the basic principles to begin your own
digital campaign and start reeling in customers with your shiny new lure
as soon as you’re back home.
2016
2015
2014
2013
100%75%50%0% 25%
44%
60%
75%
92%
Digital Advertising Spend
Each year the amount of dollars spent on digital
advertising increases by and exponential amount . Why?
Business are realizing the importance of their digital
footprint and how, when well managed, results in better
quality leads and more sales.

Thinking Digitally
Step 04
Conversions, Tracking, Analytics,
Refine & Repeat
Step 03
Strategize and build your online
campaign – (content & messaging)
Step 02
Identify and claim all digital channels
for your business
Step 01
Build your digital foundation
.
Starts with a great logo, brand,
messaging and website
Begin to build and share
consistent content pertaining to
you brand & products/services
Domain/website, social media
channels, online advertising.
Data Capture, Analyze Metrics,
Refine and Repeat

Regional
Balance
With a localized presence
online, you only need to
focus on customers within
your region. Local
campaigns (Search,
Facebook, Display..) can
be made to only be shown
to users within your area
and/or within a given area
AND have previously
visited your site. Giving
your results
Local
Based
Search
Retargeted ad shown only to users within
50 miles of your dealership
Targeting YOUR Local Market and Audience

Mapping your customer’s mind
02
01
03
04
Awareness
Targeted high-impact branding units and pre-
roll video spark an interest – it meets a need
or creates one.
Consideration &
Research
People ask around, use their mobile phones,
tablets, desktops, and laptops to find out more.
Validation
People review and share their experiences.
Purchase

Five Most Important Steps To Begin Your Digital Campaign
What, Why, Who, Where, and How
WHY ARE THESE THE MOST
IMPORTANT STEPS?
These steps will help you launch a digital
campaign for next to nothing. What’s the ROI on
that? Almost infinity. The tools available to help
you expand your reach, connect with your
audience, and sell more boats are widely available;
most importantly, the majority of them are FREE!
What?
Build and expand your online presence!.
Why?
I Because it’s how potential and current
customers are most likely to interact with
your brand.
Where?
Google, Bing, LinkedIn, Facebook,
Instagram, Pinterest, Local Directories
(Chamber of Commerce).
Who?
Your localized market.
01
02
03
04
05
How?
Register and claim your business in all
relevant spaces internet.

Branding
Own the “Significant
Thing” or “Unique
Selling Position” (USP):
Dole tried to be all things
to all people sending an
often confusing message
to their audience. Audi
owns “Truth In
Engineering” in the car
industry because it has
focused on that singular
message since 2007.
Spend your time
focusing your message
on a single
Significant/Unique and
clear message.
Consistent presentation
will ensure that your
customers recognize
you. Be consistent in
the use of logos,
colors, taglines, visual
elements, tone, and ad
copy. Coca-Cola it is
one of the most
recognized brands in the
world because they
haven’t changed in
decades. Make sure your
brochures, website,
Direct mail, and all the
other advertising have
the same feel and
message.
Know your audience!!
Know what they care
about and how to speak
to them. Make sure
what you sell is what
they need. Remember:
the conversation should
always be about your
audience, not you
You want your audience
to remember you and
you want its members to
buy from you. You need
to move them to take
action. A strong offer
should give them a
reason to buy. Make the
offer clear and
appropriate for your
brand.
Use a strong
offer to
motivate:
Make your
message
relevant:
Consistency is
key:
Messaging:

Branding Cont’d
Share
your
content!
Create
useful,,
educational,,
and
informational
contentCreative
Content -
Make it
FUNNY!
Strong and
recognizable
logo. Never
exceed three
colors, less
is better,
keep it
simple.
Content isn’t
limited to only
text or your
website. It can
and should
include pictures,
videos,
testimonials…
Align your
dealership
with G3 and
SunCatcher
to create a
strong
impression
Take
advantage of
videos.
Share them
on your site
and social
channels
BRANDIN
G

Engagement
Know
your
market
Place yours and G3/SunCatcher’s
content on your owned social
networks.
This may seem daunting at first,
but I promise you, it’s not rocket
science. It does take a little effort
to get the process in motion, but
once it’s in motion, all you need to
do is sustain that motion.
Direct your customers to the
products they need. This doesn’t
always equate to the products
they need. It’s your job to know
the difference and how to best
serve them.
Your website is literally the face of
your business online. Take
advantage of this and make sure
it’s a first impression that counts.
You only get ONE first impression.
Know your market and engage
with them on a regular basis.
Consistency is key.
Use the outlined steps within the
one-sheet’r to increase more
inbound leads and sales.

What people are saying
Do you know what your customers are saying about your dealsership?
I SAY:
Their staff was
knowledgeable, but I
don’t know if this brand
is right for me
I SAY:
WOW! What an
awesome experience I
had with them!
I SAY:
I stood around the
showroom for 35
minutes before I was
noticed
I SAY:
if you’re going to buy
a boat, I highly
recommend these
guys!
I SAY:
I don’t know about
these boat dealers…
The guys at Bass Pro
seem to know more

Multifaceted Approach
Website
Social
AnalyticsThe face of your
business online.
This is often the
first impression a
prospective
customer will have
on your business;
make it count!
Organic and Paid
(PPC)
How most people will look
for products and services
in your market.
Facebook
Google Plus
LinkedIn
Instagram
Twitter
Pinterest
The Backbone
This is how you
measure the success of
any digital campaign.
Measure your results
and then apply your
findings to your current
campaign. Refine.
Repeat. Refine.
Repeat…..
I like to say these
ads are akin to a
billboard on the
highway, but are
shown only on the
internet. When
properly executed,
they can produce
significant results.
Typically CPM
based, but
Search
Digital
Display
Digital Advertising & Marketing is truly a cyclical beast. As the saying goes: “you’re only as
strong as the weakest link in your chain.” I want to ensure every link in your chain is IRON
CLAD.

Search Conversion Rates
Dealer Locator, SunCatcher Pontoons | Overall Conversion Rate 13.34%
Website traffic originating from organic search and ending with users looking up their
nearest dealer. Direct Traffic’s (users typing in the site’s address) Overall Conversion Rate
is only 6.04% - *these are REAL numbers
0
2
4
6
8
10
12
14
16
18
20
7/28/2016 8/4/2016 8/11/2016 8/18/2016 8/25/2016

Social Media Outlets
The places your business needs to be online
YouTube
The NUMBER
ONE video
sharing
platform on
the internet
Your
companies
“professional”
image online.Facebook – probably the most
important place for your business to
interact with your core audience
and market.
Pinterest –
image sharing
site
Twitter - your
GENERA;L AGGREGATOR
Vimeo – the
internet’s
number two
video sharing
site
Blogging
networks –
great for SEO

Digital Display Examples

Terminology Definitions
As you may well be aware, there is a lot of technical jargon and
acronyms thrown around when talking about Digital Marketing. I’d
like to make a quick list of those terms so that you’re better able to
make marketing & advertising decisions that increase your ROI, not
decease it.
• CPM (Cost Per ‘Milli ‘ or 1000)
• The cost to purchase advertising real-estate (ad placements
on websites) per 1000 impressions. Each time an ad is
shown to a user, it’s counted as an impression. FACT: it
takes EIGHT impressions to significantly increase a viewers
recall rate. The frequency of which your brad stays “top-of-
mind.”
• CTR (Click Through Rate)
– The frequency of which users “click” on your ad or listing and
are directed to your website/landing page (unique offer page)
• CTA (Call To Action)
– A specific action you want your website viewers to take, e.g.
request a quote or call your dealership
• Digital Display, Mobile, and Video
– Like a billboard on the highway (traditional media), these
advertisements are shown only on the internet. When
implemented properly, they can produce significant results.
• NAP (Name, Address, and Phone Number)
– It’s vital that these three items remain consistent across all
spaces online.
• PPC (Pay Per Click)
– Most often used in regard to paid search listing (typically the
top three listing on any Google results page)
• SMO & SMM
– Social Media Optimization (free)
– Social Media Marketing (paid)
• SEO & SEM
– Search Engine Optimization (organic) – this takes place on
both the back end of your site and front.
– Search Engine Marketing – these are paid ads for specific,
relevant phrases/keywords that users type into Google
when researching or looking up your product, service, or
location.
• SERP (Search Engine Rankings Page)
– The page your business’ s website appears when a user
goes to look you up.
• Traditional Media
– Billboards (OOH), Radio Commercials, Television
Commercials.
There is a reason more and more ad spend is being shifted towards
digital and away from traditional forms of media; it’s measurable!
Since we can accurately measure digital advertising, it’s a cost
effective way to engage with your market. We’re able to tell what is
working , what is not, and what we need to change.
Abbreviations explained to better aid your digital campaigns

Helpful Links to Get You GOING!
• Google Analytics: https://support.google.com/analytics/answer/1008015?hl=en
• Google Search Console (formerly Webmaster Tools):
https://support.google.com/webmasters/answer/6001104?hl=en
• Google Business Listings (this includes your business’ Google+ Page):
https://www.google.com/business/resources/
• LinkedIn – Adding a Company Page:
https://www.linkedin.com/help/linkedin/answer/710/adding-a-company-page?lang=en
• Facebook – Creating your business page: https://www.facebook.com/business/learn/set-
up-facebook-page
• Bing – Getting Started with webmaster: https://www.bing.com/webmaster/help/getting-
started-checklist-66a806de
• Bing Business Listings: https://www.bingplaces.com/
• Twitter for Business: https://business.twitter.com/en/resources.html
Additional resources to help you increase your impact online

315 Commerce, #609
Grand Rapids, MI 49503
616.264.8655
Linkedin.com/in/marcusherrington
Contact us
We’re here to help you sell more
boats; bottom line.
Without you, the dealers, G3 wouldn’t be as
strong as it is today and has been for the last 20
years. I’m here with my company, localhold, to
serve as an asset to help make the most out of
your digital efforts. We need every dealership to
be stronger than any of the competition; creating
a strong digital presence is vital to that end.
When you as a dealer succeed, so too does G3.
Win. Win. Win.
THANK
YOU!

Digital Marketing 101 | The Basics You Need to Know

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Digital Marketing 101 | The Basics You Need to Know