Building Your Personal or Your Dealership’s Online Brand & Digital Empire Through Content Marketing And Social Media To Generate More Sales From Conquest Customers

Building Your
Personal or Your
Dealership’s Online
Brand & Digital
Empire Through
Content Marketing
And Social Media To
Generate More
Sales From
Conquest
Customers

www.turbomarketingsolutions.com
OUR
PROMISE:
You will know how to:
 turn your dealership into an automotive
content producing machine
 leverage the new media to virally distribute
the information
 sell more vehicles to people outside your
current database
 dominate competitors

We will show you how you could
get all the help you need getting
the theoretical knowhow you will
learn today, to make sure you can
execute on everything!

WHY TURBO MARKETING AND SEAN CASSY
ARE QUALIFIED to create the curriculum of
this training?

in the world with
Wix.com
#1 PRO DESIGNER
over 1,800 AUTOMOTIVE
SALES FUNNELS
over 2,500
AUTOMOTIVE VIDEOS
and over 35,000,000
VIEWS for dealers
SEAN

SEAN and
>175,000 ONLINE LEADS
>50,000,000 EMAILS for
dealers, >3,000 CAR
FOLLOWERS DAILY in North
America on Instagram,
Facebook, and LinkedIn
worked the creators of
GRAVITATIONAL MARKETING
and RICH DEALERS, with JOSH
TOWBIN THE KING OF CARS
and the biggest dealers for
>12 YEARS

>150
blog posts
>100
videos
>3,000
posts on
2
podcasts on
In the last 12 months alone Sean produced:

NOW IMAGINE YOURSELF…

IMAGINE how your life will be if
you know precisely how to increase your sales
and generate leads
you NEVER have to worry about spending
money in “hit-and-miss” marketing strategies
you don’t need to spend hours trying to figure
out how to use the new tools that are supposed
to help acquire new customers online
you know precisely how to increase the sales
SPECIFICALLY to conquest prospects around
your dealership
you understand how to master content
marketing and new media to double your leads

CONTENT:
SECRET
#1
SECRET
#2
SECRET
#3
How you can double
your leads and triple
your dealership’s traffic
by producing content
instead of relying only
on ads to grow the
sales of your
dealership.
How you can use content
curation to 10X your
content marketing
efforts and turn every
one of your Web
properties into the
absolute automotive
authority channel in
town.
How you can obliterate your
competitors by multiplying content
and leveraging your dealership’s
staff to virally distribute the content
you create and curate city-wide
while creating thousands of digital
footprints each month for your
dealership that will make you the
only game in town.

PROLOGUE

WHY content is important and how
it helps selling more cars?
Content is the DNA of the Internet.
Search engines algorithms bring the most valuable
content to the top of searches.
Consumers browse for content that will educate them.
Amount of content about your dealership = number of places to stumble upon you
while looking for information = number of chances to connect with a new prospect
More content = more traffic and more prospects
Less content = less traffic and less prospects

LET’S GET ON THE SAME PAGE:
Fundamentals and
moments to review the
vocabulary

Evolution and fossilization
of traditional media:
In the early 80’s it was fairly easy to reach
everybody with any promotions. A simple
ad in the paper would be enough to feel
the traction and if you were on TV, you
owned everybody’s attention!
THE PARADOX OF TODAY: it has never
been this simple to reach people, but it has
never been this difficult to reach them all.

The new media and how they are changing
the advertising landscape:
of the prospects have a social
media profile and an average
person spends 2 to 9 hours each
day on their favorite channels.
“Social media” have become The Media
80%

One of the most popular sites with
visitors watching around 6 billion
hours of video every month and 100
hours of video uploaded every
minute.
YouTube is the 2nd Largest Search
Engine processing more than 3
billion searches a month.
YouTube has seen a huge increase
in searches for car reviews.
Many dealers leverage YouTube to
generate over 300 hours of videos
views every month.

The world's largest social network
with more than 1 billion users
worldwide.
What makes Facebook unique is the
ability to connect and share with the
people you care about at the same
time.
You can use Facebook to accelerate
every phase of the purchase
lifecycle reaching all types of
shoppers.
Think of Facebook as your family-
friendly community local
newspaper/TV/radio station.

A social networking app made
for sharing photos and videos
from a smartphone.
It’s all about visual sharing, so
everybody's main intention is to
share and find only the best
photos and videos.
A very powerful tool for
dealerships.
Make Instagram users dream
about their future self at the
wheel of one of your models.

A social network for professionals.
An opportunity to discover new
local professionals that may be
able to help out with your
professional endeavors.
Sales professionals who use
LinkedIn are 51% more likely to
exceed their sales quota than
those who don’t.
For automotive professionals, it’s a
no-brainer. If you want to sell to
the affluent in your town you have
to be working LinkedIn.

It’s about microblogging and
discovering interesting people
online and following their burst
messages.
It’s rapid and scan-friendly: you
can track hundreds of interesting
tweeters, and read their content in a
glance.
There is a growing minority of
tweeters who send out some really
useful content.
Google crawls Twitter millions of
times daily!

This app is about instant
communication, through photos
and videos, which are sent or
received on your mobile phone.
Is used for the content you want
only your friends to see before it
disappears.
It will not be considered in the
course of the training.

Understanding the critical difference between
traditional media and new media:
In traditional media, your
content flowed through the
channels while in new media,
your content remains on the
channels.

In the past, when you would
create a spot for tv or radio, the
spot would play during the
agreed upon times and would
disappear immediately after the
promotion. Same thing for an ad
in the newspaper
The content you create today can
remain forever on the Web,
constantly sending traffic to your
current offers and providing
opportunities for people to
stumble upon your dealership’s
content.

Deleting videos with
thousands of views that
Google had indexed
very highly from your
YouTube channel is like
putting a bullet in the
head of your best horse
after a race instead of
letting it retire.

New media are your new
storefronts.
You don’t get a
second chance to
make a first
impression.

The biggest migration of all times and how it
will affect your dealership:
We’ve seen different industries migrate
completely online like the travel
business, the insurance business, and the
music business; but lately, we’re seeing
more and more retailers operating
multiple storefronts through their
Website, eBay, Amazon and other
shopping portals in addition to their real-
world stores.
And consumers love it.

Excerpt from
It's hard to ignore the dramatic rise in store closings, job losses, bankruptcies
and complete liquidations — the declining foot traffic and intense pricing
pressure from tech giants like Amazon have gutted retail. The retail industry
blames the media for the so-called "Retail Apocalypse," pointing out the fact
that even with the troubles of a few well-known chains, more than 3,000
stores have opened in the U.S. this year. But there's more worrying data: Even
amid soaring consumer confidence, historically low unemployment and a
growing economy, more chains filed for bankruptcy than during the financial
crisis. What do you think?

Quick Recap
You need to fully
embrace new media now
Content on new media
remains online forever
Every platform has its
nuances

What you need to unlearn:
focusing your
marketing efforts on
people in the market
for a vehicle, and
start focusing on
people who are not
currently in the
market.

FOCUS
all your content
marketing efforts on
the 92% of the
population that is
not currently
seeking to change
their vehicle.

Everybody 18-88
would change their vehicle today for
something bigger, better, faster, or more fuel
efficient…
…but they think they
can’t.

How To Target Non-Intenders And Double
Your Sales From Conquest Vehicle Shoppers:
https://www.youtube.com/watch?v=Crwc2wQTK5E

Non-intenders think they can’t be “in-market”
primarily because of a combination of one or a few
of these perceptions:
Price Payment Cash Trade Credit
they think it’s
not the right
time to get
the best price
they think the
payment will
not fit their
budget
they think too
much cash will
be required to
complete the
transaction
they think they
won’t get
enough for
their trade
they think credit
worthiness
might be an
issue

Here’s the key:
if you create marketing
and provide
salesmanship that
answers these
wrongful perceptions,
these non-intenders
will move “in-market”
faster than you can
blink.

These new prospects
are fresh in the
shopping cycle and
you can get first crack
at fresh new leads that
haven’t been
corrupted by your
competitors.

Instead of up to $5 per click you might have to pay for first page bids for
intenders, you can reach the other 92% of the population for $0.06-$0.07
cents.
On a little more technical side, going after non-
intenders is insanely cheaper

You can’t use the same
marketing tactics and
style with non-intenders
that you are using now
with in-market vehicle
shoppers.
The content you create
needs to address the
five wrongful
perceptions
Price,
Payment,
Cash,
Trade,
Credit

The 92 % of non-intenders are not listening to your
incentives because they don’t think they can buy and the
vast majority of intenders are not listening to your
incentives because they don’t care.

The Ugly Truth About Conquest
https://www.youtube.com/watch?v=TFJxszth_WE&t=1s

RELEARN
how you market to
for non-intenders
and off-make
vehicle shoppers

You need to use the content
you produce to “pre-frame”
the mindset of prospects
before pitching incentives and
the vehicle you want to sell.
The idea of framing comes
from a field of study
called NLP, short for
Neuro-Linguistic
Programming.

Framing occurs everywhere
Framing is something that we intuitively experience and use in our
daily lives but it’s also something that most car dealers fail to include
when they market to conquest customers.

Luck is not the repeatable
and sustainable strategy
you’re looking for to
produce winning
campaigns month after
month for your dealership.
If you don’t integrate framing
to your automotive
marketing, you’ll never get
any substantial increase in
your sales from conquest
customers.

How framing would work in the
context of automotive advertising?

Figure out the traffic temperature of the media where you’re
about to post content.
Is your traffic Cold, Warm or Hot?

COLD prospects are completely unaware
As the prospects get WARMER they become problem aware,
then solution aware, then product aware, then finally they learn
about specific dealers.

Once you figured out the traffic’s temperature, you can
design the perfect pre-frame bridge to allow them to
transition from where they are to a place where they are
receptive to your messages.
Doing it any other way is like having the cart before the horses.

Pre-framing the mind of conquest vehicle
shoppers:
https://www.youtube.com/watch?v=TFJxszth_WE&t=1s

Quick Recap
non-intenders are
the easiest target
UNLEARNED LEARNED
pre-frame their mind
before pitching
incentives

Secret #1
How you can double your leads and triple
your dealership’s traffic by producing
content instead of relying only on ads to
grow the sales of your dealership.

Are You Playing Snakes & Ladder With The
Marketing of Your Dealership:
https://www.youtube.com/watch?v=nIcecW4O0uY&t=3s

What would happen if you
stopped all the marketing?
What would be left about
your dealership on the
Web or in the real world to
help you generate leads
and capture prospects
attention?
Ask yourself every month
if you don’t want to be
playing snakes and
ladders.

Very few have made their Facebook page, YouTube
channel, Instagram or Twitter accounts and other
new media properties the automotive authority in
their area.
You can broadcast hours of audio through podcasts, publish materials
on blogs to help vehicle owners and educate regarding next vehicle
purchase, and disseminate the content featuring your dealership on
multiple new media sites for free!

GO BIG OR GO HOME
Your goal should
not only be to have
a presence but to
dominate.

Instead of picturing your dealership
as a place where you sell cars and
service them, start picturing it as
a massive production studio.

Do you believe creating content and taking over new media
channels in your town is the biggest opportunity you can
pursue as a team for your dealership?

Let’s review the different type of content you
could create for your dealership…
Video Content
If content is king, then video is the Emperor

Pre-Owned Walkaround Videos

New Model Review Videos

Customer Testimonials/
Delivery Videos

Employee Videos

Sales Event Video

Business Office/Finance Videos

Seasonal Videos

New Incentives Videos

Department Specific Videos

Documenting the Journey Videos

USEFUL
HINTS
• Do not worry too
much about being
perfect
• Start with any recent
smartphone
• Hold your phone
horizontally for
YouTube, Facebook,
and LinkedIn videos

Podcasts
USEFUL HINTS
A simple office with a
laptop, a USB microphone
and one or a few
individuals that can talk a
mile a minute will do the
trick.
Podcasts are great for your dealership
newsletter, and if you get your customer base
to subscribe to your content on Google Play or
iTunes, they will automatically get the content
every time a new show is posted.

Written Content
People will only find your content on the worldwide Web if it is titled, described,
tagged and hashtagged properly. The more keywords, the better. Always include
the name of your dealership.
If you can position your content
as answers to the questions
asked using Google voice,
you’re going to enjoy a huge
unfair advantage.

190,000
automotive keywords
attached to your site
and domain
in 5 years.
1
blog post a week
(800 words )
3,200
new automotive
keywords a month
38,400
automotive
keywords a year
==
=

USEFUL
HINTS
• Any written content could
ultimately be read into an audio
content or presented as video
content, and videos and podcasts
could be sent to a transcript
service like
https://gotranscript.com and be
transformed into written content.
• Chose a Wordpress solution or
even better get a Wix.com blog.
Wix is easy to maintain and will
allow creating stunning blog
posts you will own forever. You
can attach your Wix blog to any
Website provider’s solution.

Secret #2
How you can use content curation to
10X your content marketing efforts
and turn every one of your Web
properties into the absolute
automotive authority channel in town.

What is content curation?
Content curation is the process of sorting through large amounts of
content on the web and presenting the best information in a
meaningful and organized way.

Here’s a rule of thumb
you should follow. We
call it the 9-1-1 rule. You
should post nine pieces
of curated content for
each post of created
content and each post
of promotional content.
Easy to remember:
911.

How to find content every day to post on your
new media properties?
TOOLS TO HELP:
www.AndersPink.com
HINT:
Use life inspiring quotes
on your brand's models.

Start thinking like the
program director of a
radio or tv station:
Scheduling is important.
Tools like HootSuite and MeetEdgar will allow you to create your schedule
for the whole week, content categories and automate the posting

You can automate part of
the syndication work.
But NEVER make the
mistake of automating the
posting of content that
hasn't been reviewed by a
human being.
3 keys which will allow you to success on social media as a car dealer:
QUALITY CONSISTENCY PREDICTABILITY

How To Sell More Vehicles This Month With
Social Media:
https://www.youtube.com/watch?v=PGbz0IY05uk

Secret #3
How you can obliterate your competitors
by multiplying content and leveraging
your dealership’s staff to virally distribute
the content you create and curate city-
wide while creating thousands of digital
footprints each month for your dealership
that will make you the only game in town.

2 KEY CONCEPTS
MULTIPLYING SHARING

How to explode your content marketing effort
by multiplying your content exponentially.

IMPORTANT:
• It’s important of posting your content
using automotive keyword-rich titles,
descriptions, tags, and hashtags if you
want your content to be indexed by
Google and found by vehicle owners
and
• Carefully backlink every post and every
piece of content you create, curate and
multiply back to your dealership’s
primary domain.
• Make sure every post has a link back to
your Website.

How To Turn 1 Video Into 12 Different Pieces
of Content Marketing for Your Dealership:
https://www.youtube.com/watch?v=bHGgmU1wRVk

How to leverage your dealership’s workforce to
distribute the content you create, curate and
multiply virally
Every single day all your employees should go “like” your posts on Facebook,
Instagram, YouTube, Google+ and LinkedIn, and retweet your tweets.

30
employees
100
followers
3000
to engage or share
your content
=
x

NOW HERE’S WHAT WE COVERED:
SECRET
#1
SECRET
#2
SECRET
#3
How you can double
your leads and triple
your dealership’s traffic
by producing content
instead of relying only
on ads to grow the
sales of your
dealership.
How you can use content
curation to 10X your
content marketing
efforts and turn every
one of your Web
properties into the
absolute automotive
authority channel in
town.
How you can obliterate your
competitors by multiplying content
and leveraging your dealership’s
staff to virally distribute the content
you create and curate city-wide
while creating thousands of digital
footprints each month for your
dealership that will make you the
only game in town.

Next Step: The 90 Day Content
Marketing Immersion Program
Our 90-Day Content Marketing
Immersion Program is all
about helping you to know
exactly how to turn yourself
and your dealership into an
automotive content marketing
producing machine!

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Building Your Personal or Your Dealership’s Online Brand & Digital Empire Through Content Marketing And Social Media To Generate More Sales From Conquest Customers