NADA 2022: Wikimotive
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NADA 2022: Wikimotive, Improving Your Digital Strategy

Zach Billings is the vice president of client performance for Wikimotive.

There are a range of solutions that can help you on your way to profitability, starting with a well-configured website and an SEO solution.

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Wikimotive recognizes that there are a range of solutions that can help you on your way to profitability. And they should start with a well-configured website and a search engine optimization (SEO) solution as the backbone of your marketing strategy.

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For more information, visit Wikimotive.com.

To view all of our NADA 2022 videos, click HERE.


Zach Billings: Here at NADA, a lot of the focus this year is about the changes taking place in our industry. And yesterday we heard 2021 Chairman Paul Walser talk about the need for dealers to adapt and change and to modernize with the changes taking place in our industry, especially over the last two years.

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Dozens of new solutions have come up over the last couple of years to help dealers modernize. And some are great, while others are only going to end up serving to drain your marketing budget with little or no results.

The questions that dealers need to be asking to determine whether it’s going to impact profitability sold and service cars are not complicated, at least not at the start. And it’s really all about just what do you ask. When you approach one of these vendors and you’re looking to investigate their new solution, just ask them, how does this impact my bottom line? Do I get BDPs and clicks out of this? Do I get impressions or reach, or is there a clear path from the marketing solution that you’re signing up for through to a sold or serviced car.

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At Wikimotive, we recognize that there are a range of solutions that can help you on your way to profitability. And they should start with a well-configured website and a search engine optimization (SEO) solution as the backbone of your marketing strategy. Your website converts people from visits into leads and scheduled service appointments, while search engine optimization allows you to capture a larger percentage of the people who are already searching to do those things.

Right now, used sales and service are probably your top priorities and SEO can help you to get more consumers into your website where they can convert today for those purposes. SEO can also insulate you into the future. The chip shortage is going to end, and we need to be there. You need to be there, present and visible, as people are beginning to form those searches in larger volumes, as prices come down, more consumers reenter the market and new cars are more available.

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At Wikimotive, we help our dealers get ranked for searches that are going to drive sales and service profitability while also helping to demystify and measure other marketing mediums, including those which we don’t actually do for our clients.

Will Sweatt, general manager of Crossroads GM: During the pandemic. We all started thinking, Hey, we have to change how we’re doing things. We were kind of forced forward into a market of not having customers come in our store, having to go out and generate more business through digital marketing pieces. So we decided, Hey, we’re going to fully commit to the digital. All we’ve done is digital marketing. But we were car salespeople. So we had to have somebody who would come in and help us understand the terms. And there’s lots of terms out there. There are the clicks, the BDCs, everything that goes along with the digital marketing piece, but we had a company come in and we partnered with, with Wikimotive. And I would just say that results based is the best way to be forward.

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How many cars are you selling? How much activity is it generating? Look at the things that are most important to your dealership. Engagement on Facebook was more important to us than reach. Having customers set employment conversion rate was more important than how much I’m paying per click. Didn’t matter how much I paid per click, if I didn’t actually sell a car. So having somebody drive your business to the store and simplifying your process and having a plan that looks more than three weeks out was the most productive way for us to put our business on the map through digital marketing,

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Zach Billings: We offer a free audit to dealers that can identify missed opportunity in your organic search, by looking at rankings and content on your website, where you can be doing better and where it’s tangibly falling short. We also will audit your paid search, which we don’t even offer, and help you to find areas that you might be wasting now, as well as areas that you could potentially be doubling down. Just go to Wikimotive.com and inquire about a free audit you’ll interface with me personally. And I’ll help you figure out where your missed opportunity is what you could be doing better and with no obligation to buy anything from us.

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