Rank #1: Fix The Million Dollar Hole In Your Local Marketing Strategy
In this podcast I challenge the automotive industry to take a hard look at their Google My Business (GMB) listings. I estimate that 9 out of 10 dealers do not have their GMB account configured properly or merchandised to increase their local visibility in Google Search and Google Maps.
I have help dealers increase their search visibility by over 40,000 impressions per month for sales. I have helped dealers develop a strong local search visibility for service and parts.
Take my challenge seriously. When you realize that you need help, my new book outlines everything you need to know about your three GMB listings for sales, service, and parts.
You can order my book "Hyper-Local Marketing Handbook" here: https://www.brianpasch.com/product/hyper-local-marketing-handbook/
Nov 05 2019
Rank #2: Obstacles and Opportunities with Google My Business in Automotive Retail
In this podcast I review the current obstacles and opportunities that automotive retailers have with Google My Business. In 2020, dealers will start to hear more about the vast improvements that they can see by leveraging the free resources in Google My Business. I provide a few suggestions on how dealers can be the first in their market to maximize local search especially for Fixed Operations. Listen today and get started on a hyper-local marketing strategy for 2020.
Jan 02 2020
Rank #3: Stop Guessing and Don't Trust Your CRM
In this podcast, I will be discussing the pitfalls of using last-click attribution lead reports from CRM platforms as a way to validate/cancel the services of a marketing vendor. It is very common for General Managers to view monthly lead performance reports and make marketing decisions based on these reports. These reports are not accurate nor do they reflect how consumers shop.
I'll introduce multi-channel funnels and the steps that dealers can take to clean up their Google Analytics accounts so that they can produce their own multi-channel reports to inspect how their marketing investments are generating website traffic, engagement, and conversions.
This podcast references this article on LinkedIn, and you can read the post on this link: https://www.linkedin.com/pulse/stop-guessing-dont-trust-your-crm-brian-pasch
If you would like information about the 2017 Automotive Analytics & Attribution Summit (AAAS) please visit: http://automotiveattributionsummit.com/
Aug 14 2017
Rank #4: Facebook Cuts Ties With Third-Party Data Providers
In this episode, I will discuss Facebook's recent decision to cut ties with third-party data providers in their Partner Program. This decision will have an impact on automotive advertising strategies and bring to light the value of first-party data. This podcast covers the important implications of the Facebook policy change and how dealers will find partners to replace this gap in marketing intelligence.
Mar 30 2018
Rank #5: Joe Chura Outlines The Future of Digital Retailing with Online Shopper
We had the opportunity to speak with Joe Chura, CEO of Dealer Inspire, about their digital retailing platform called Online Shopper. Joe has been evolving Dealer Inspire's innovative approach to giving consumers a more enjoyable shopping experience over the past few years so he has a great deal of experience to share. Don't miss this lively conversation on how Dealer Inspire plans to help dealers create a modern retail experience.
May 13 2019
Rank #6: Inspecting CarGurus Referral Traffic in Google Analytics
In this podcast, I will discuss how referral traffic from third-party portals, like CarGurus, can be inspected in GA. This process can be applied to all referral partners and give dealers greater insights into the conversion contributions that each marketing channel makes.
This podcast is supported by this LinkedIn article: http://bit.ly/2ioCnDG
Aug 28 2017
Rank #7: If You Plan To Switch Your GM Website - Do This First
The decision to change a dealership website platform should be based on facts not feelings. A change can be frustrating and time consuming so before you decide to change, make a commitment to measure the conversions and engagement on your existing CDK Global website. This way, if you decide to change, you will have before and after data to support your decision or to debunk performance claims by a new website provider. This podcast has a supporting article that can be found on LinkedIn. http://bit.ly/33Lm4Uw
Oct 21 2019
Rank #8: Understanding the Changes at Ford Direct
In this podcast, I share some of my questions and concerns about the changes at Ford Direct and the impact on franchise dealers. I will be publishing a new research report in the coming weeks based on interviews, analysis, and I will discuss the potential impact the current freedoms that dealers have regarding their online marketing investments. The research report will be available shortly on www.pcgresearch.com
Apr 30 2018
Rank #9: Automotive Vendors Need To Embrace Collaborative Selling to Dealers
In this podcast, I challenge the automotive vendor community to rethink how they train and develop their employees who contact franchise dealership managers and have discussions on websites, CRM platforms, advertising, social media, and technology trends.
Is your training programs building the skills that your employees need to be invited to the dealer's "digital roundtable"?
With the proper training, dealers will receive better customer support, select products that meet their needs, and vendors will reduce product churn. Every company has superstars that call on dealers, but how would you grade the ENTIRE team: sales and support?
I offer solutions and vendors should explore the online training the I developed to build the digital skills or dealers and vendor employees. Send me an email to discuss a customized training program: firstname.lastname@example.org
Apr 09 2018
Rank #10: Is Google Analytics Installed Properly?
In this podcast, I will review 10 things that all business owners should check to verify that Google Analytics (GA) is installed and configured properly. GA gives business owners the ability to verify the reports that their vendor partners provide each month. GA is also a great tool for inspecting the quality of traffic that is coming from paid, earned, and owned media.
This podcast has supporting information that can be found on this LinkedIn page: https://www.linkedin.com/pulse/google-analytics-configured-properly-brian-pasch
Information at the 2017 Automotive Analytics & Attribution Summit can be found here: http://automotiveattributionsummit.com/
Aug 10 2017
Rank #11: Understanding Google AdWords Sales Efficiency for Auto Dealers
Dealers spend a considerable amount of money each month on Google Ads (formerly AdWords) yet few managers understand the outcomes of their Ads campaigns in terms of vehicle sales and conversion outcomes. The core problem is how Google Ads works, which gives dealers the power to interpret intent from a single keyword. In this podcast, I explore the single keyword myth and how that explains the net marketing efficiency that Google Ads can deliver.
Aug 20 2018
Rank #12: TrueCar CEO Chip Perry Presented First to Market Research at DMSC
There were many amazing presentations at the 8th Annual Digital Marketing Strategies Conference (DMSC) in the Napa Valley but one presentation grabbed my attention with a specific Call-to-Action message. Dealers must find ways to meet the needs of consumers that they deem as "highly valued" but "difficult to find". Learn the seven things that consumers said fit this category.
Dealers who would like a copy of Chip's presentation can send me an email: email@example.com
Jun 25 2018
Rank #13: Who Has Better VDP Engagement: Dealers or Classifieds?
Dealers use VDP views as a metric to compare the relative performance of third-party websites, and also to compare traffic growth on their own websites. All VDP views are not equal. It depends on what the consumer does (engage or convert) on the VDP. Engaged VDP views are more correlated to VIN sales velocity yet dealer's think that VDP views on their website are significantly better than on 3rd party portals. Let me set the record straight.
Jul 30 2018
Rank #14: Digital Retailing in Action: Interview with Firas Makhlouf CIO of Driver's Village
In this podcast we interviewed Firas Makhlouf CIO of Driver's Village about his experience with Digital Retailing technology and his most recent strategy to leverage Cox Automotive's Accelerate platform to create a modern retail experience. Dealers who are interested in implementing a modern retail, experience should listen to our upcoming podcasts on Digital Retailing.
Feb 11 2019
Rank #15: Is Your Marketing Data A Strategic Asset?
In this podcast, I will challenge listeners to consider the losses that are associated with not taking their marketing data seriously. Does your organization see your marketing data as a strategic asset? Even if you answer "Yes" you need to listen to this podcast.
This podcast is supported by a LinkedIn article that can be found here: https://www.linkedin.com/pulse/your-marketing-data-strategic-asset-brian-pasch
You can also learn more about the Automotive Analytics & Attribution Summit (AAAS) here: http://automotiveattributionsummit.com/
Sep 11 2017
Rank #16: Dealership Websites Will Soon Lose Their Importance
In this podcast, I share some observations about how voice search and chatbots will change the way in which consumers engage with dealership websites. What would you say if in 2 years the traffic to dealership websites was 50% less than what it is today? Join me for this discussion on what the future may hold for marketing cars.
Apr 02 2018
Rank #17: Roadster Powers a Modern Retail Experience for Dealers
On today's podcast we had the opportunity to speak with two progressive dealers who have transformed their dealerships to deliver a modern retail experience. They selected Roadster as their technology platform, and share their insights in creating a customer centric approach to sales. If you want to get true insights from dealers who are on the cutting edge of digital retailing, listen to this new podcast.
Apr 01 2019
Rank #18: Is Your Website A Turnstile of Missing Content?
In this podcast, I challenge dealers to consider the impact of having less than 5% of the pages on their websites as static, evergreen pages. The majority of pages on a dealership website are inventory based and change/disappear daily. Dealers may not have thought of their websites in this manner, but this fact impacts the dealership's overall organic visibility.
Dealers who understand that Google will index great local content that is relevant for consumers need to take action. I provide examples of how dealers can create a content marketing strategy to help combat constant page expirations. The typical dealership website template has less than 10 evergreen pages that are even worthy of indexing.
Since organic traffic brings highly engaged shoppers to a website, isn't it time to take content development more seriously?
Aug 21 2017
Rank #19: Interview with Client Command CEO Jonathan Lucenay
I recently published a research report on Client Command and their marketing automation platform. Some of my most demanding clients have raved about the results they are getting from Client Command so take a minute to learn more about the platform from CEO Jonathan Lucenay.
Jan 14 2019
Rank #20: Interview with Sam Zales COO of CarGurus and Brian Pasch
CarGurus has been on a roll both as a public company stock and a growing part of dealership marketing strategies. Join me as I take a few minutes to interview Sam Zales, Chief Operating Officer of CarGurus, on their market momentum and value proposition to dealers. We will discuss the foundational elements of their growth strategy and what they have in mind in the coming months for automotive dealers.
Sep 03 2018