January 27th, 2012
PCG Digital Marketing is excited to announce the addition of Tom’s Ford to its ranks of ever-growing clientele. A prominent dealership serving the Old Bridge, Matawan, and Hazlet areas, Tom’s Ford has turned to PCG in order to help increase their online presence through the use of Search Engine Optimization and Social Media outlets like Facebook, Twitter, and Google+.
Through this new partnership, Tom’s Ford will receive the best in progressive automotive digital marketing strategies, created and implemented by PCG. Through the use of both on-site and off-site SEO strategies and Content Development, PCG expects to greatly increase Tom’s Ford’s online presence in the coming months.
Additional services made available to Tom’s Ford through PCG include the writing and posting of both blog and press release pieces, link building, video uploads, highlights of customer reviews, Google SEO compliance, and the management of the company’s Google Maps and Analytics presence.
This new digital marketing campaign provided to Tom’s Ford is expected to help improve the spread of their company through both local and regional search results while simultaneously generating increased online traffic and lead ventures.
For more information about Tom’s Ford, please feel free to give them a call at 732-264-1600, or you can visit their website at http://www.tomsford.com/.
December 29th, 2011
Social media is exactly what it says it is: social. Your customers use social media to interact with their friends, family, coworkers, sometimes strangers and even brands and companies , including yours. Just like they do in everyday life, they complain via social media, too. They use their Facebook status updates and tweets to broadcast to their networks how they feel about recent service experiences and product purchases. As a car dealership it is important to monitor and respond to these conversations with a customer service frame of mind. Enter: Social Customer Service.
At the recent Social Media Plus Conference in Philadelphia, I had the pleasure of seeing Jason Falls present a keynote presentation. One of the biggest take-aways from his speech, and from the conference as a whole, was what Falls outlined as the seven major functions of social media: enhancing brand awareness, protecting reputation, enhancing public relations, building community, enhancing customer service, facilitating research and development, and driving sales and leads. This post focuses on fifth item on this list: enhancing customer service. However, following these strategies will help you also enhance the other six items.
Social customer service, like most other functions of social media, should be used as a supplement, not the sole facilitator. It is imperative that there be a strong customer service strategy in-store, but social media can help!
Whether or not you are present on social media, your dealership is being talked about online whether it is on Facebook, Twitter, Google +, Google Places Reviews, Yelp, the list goes on. If you’re not there, you have lost the opportunity to put out the fire by responding, taking the conversation offline and giving your business a chance to redeem its self. Not to mention the opportunity to broadcast the good things that people are saying about your dealership.
Why This is Important:
Brian has been talking about the importance of the Zero Moment of Truth and how, on average, potential new customers visit 18 different sources before making a decision. Included in those 18 sources is social media. If you don’t monitor and help control what is being said about you online, you are hurting your chances to be chosen during the Zero Moment of Truth.
It takes more than just being on social media to execute this concept properly. Below I have outlined several steps and specific strategies for social customer service.
The Basic Steps
- Show up to the conversation: If you haven’t already, sign up for Facebook, Twitter, Google +, Google Places and Yelp.
- Monitor the conversation: Assign someone the task of monitoring the conversation by manually searching each platform and by setting up Google Alerts.
- Search-and-Respond: There’s many ways to use this tactic, but relevant to customer service, search for your dealership name in the search bar of each platform in order to see what is being said about your dealership and respond according to best practices.
- Make yourself available: Create intuitive page names and handles, custom URL’s, and make sure your main site and microsites clearly link back to your social media profiles. You want to make it easy for current and new customers to engage with you. Don’t limit yourself by saying you’ll only be online for a certain period of time – this only works for celebrity guest chats.
- Take the conversation offline: Prepare a list of contacts with first names, e-mail addresses and phone numbers to use in response to any negative comments or questions. I would suggest having separate listings for service related questions and appointments, negative comments, and sales questions. Taking the conversation offline means that the back-and-forth won’t be broadcasted to the world and you can still address your customer’s concern, perhaps even redeeming your business in their mind.
- Make it right: Offer coupons or freebies to those who have had unsatisfactory service or purchasing experiences. But also reward your happy, loyal customers the same way – and tell them via social media for everyone to see.
- DO NOT DELETE: I repeat: DO NOT DELETE negative posts or comments unless they could be harmful to an individual or are clearly spam coming from a bot. This may anger the individual eve more, causing them to re-post an even worse comment, or to a public forum where you are unable to delete it. Instead, respond in the ways I have outlined above.
Don’t make your social media efforts all about customer service. If a potential new customer, or a recently new customer looking to engage visits your profile only to find your responses to complaints, this is going to set off red flags. Instead, make sure this is only a small percentage of your social content. And most importantly, don’t forget to feature and re-tweet positive remarks and comments.
As always, social media has so much to do with context. With that said, the above is meant to serve as a guide and all aspects can be further elaborated on in order to fit in to your business’ digital strategy. Work with whoever is monitoring and maintaining your social media accounts in order to figure out where customer service fits in to your specific strategy.
November 11th, 2011
Members of Shadow PR, Monmouth University’s Chapter of Public Relations Student Society of America (PRSSA), got an inside look at the endless possibilities of using social media marketing for business. Christine Rochelle, VP of Operations at PCG Digital Marketing in Eatontown, visited with the students last week to discuss how social media can be used for more than just keeping in touch with their friends.
Rochelle briefed the students on current social media strategies for businesses and explained how companies can take advantage of the widespread exposure social media has to offer. Students learned why using social media is important for business and got a few tips about how businesses can maximize their exposure in social networks.
Sara Palughi, Co-President of Monmouth University’s PRSSA is quoted, “We all know about Facebook, Twitter and other social media tools, but we never knew it could be used to help companies get the exposure they need.”
Amanda Erdmann, Communications Director of Monmouth University’s PRSSA added, “The students wanted to hear about social media beyond keeping in touch with their friends. Christine’s presentation was very informative because this is what we are learning in class.”
Students were delighted to learn that being an expert in social media marketing can help boost career opportunities upon graduating. Rochelle even suggested that students seek internship opportunities to increase their knowledge of using Facebook, Twitter and other social networks for business.
October 5th, 2011
Many of you may remember that bbout a year ago, PCG Digital Marketing coined a term PODScore to help businesses understand how much “brand leakage” happened in a simple search for their name online. (you can find more about PODscore at www.podscore.org) We had a dealer type their company name into search and then count the number of listings they controlled. The result, through the PODscore formula, gave you a very simple numerical value of how well they dominated page one in search.
Our goal was two fold. First, get dealers to see what is online when they type in their name. Secondly, help them see that the more content they put out online, the more customer reviews they received, the more they were putting information out for their customers to see the more of the page they controlled and the better their PODscore would be.
Why I bring this up is I have been very inspired by reading Jim Lecinski, Winning The Zero Moment of Truth (ZMOT) and it made me think of how connected PODScore is in this pursuit. By no way am I saying that PODscore is the same as the zero moment, but it is a piece.
Statistics demonstrate that 70%-80%-90% of shoppers begin their search online to research not only WHAT to buy but WHOM to by from. Yet businesses spend less that 20% of their marketing budget online. Does this seem unbalanced?
I am a firm believer in using traditional marketing as a stimulus, but as the authors of ZMOT point out, this stimulus now drives people to the web to research your business or product. In the past it my have driven them to your store so they could rely on you as the expert, but now they can find out more online before they even set foot on your property.
Even though Google continues to rattle the search pages, I think bringing PODscore back to the discussion for businesses will help them understand how important ZMOT is for the future of their business.
Let’s use an example of a person looking for a car and assume they are not a brand loyalist. Even if they are, you can skip the first part and jump to the section dealing with “Where do I find it”.
First the customer decides on their price point. Then they search for vehicles that fit that price point. They will do their research on the vehicle using multiple websites to accomplish this task. Once they decide on what the vehicle is, then they move to the next step. “Where can I find it near me”
Next they type in the brand+dealer+geo-target location (ford dealer nj ). They are presented with options in Google Places.
In many cases you will find a multiple dealers listed with most having few or no customer reviews. Potential customers are looking for verification from your previous customers to help them make their decision. When you have no reviews, the potential customer moves on to another listing and you lose business.
If you dominate the Google Maps with reviews, then they should click through to your website to see what you have to offer. Understand that the more content you have online, the more listings you have in search for customers to see, this is an opportunity to reinforce with the customer that you are the place to shop.
If you are not dominating you give your competition a chance to steal that business away thanks to your advertising.
Winning the Zero Moment of Truth (ZMOT) is something all businesses need to embrace. A quick way to get a jump start on this is by using PODScore to give you a baseline to build from.
Glenn Pasch, COO
PCG Digital Marketing
September 15th, 2011
PCG Digital Marketing, a NJ-based leader in automotive digital marketing, automotive advertising and social media strategies, recently commenced its 12-week Automotive Internship Program.
Fourteen graduates from automotive dealerships across the nation successfully completed the AIP summer session, taking away invaluable tools in social media and digital marketing to help hoist their dealership’s online presence.
The 2011 Summer AIP Graduates are: Maria Bethard, Safford Auto Group; Dan Cioffoletti; Iris Claudio, Howdy Honda; Robert Dees, Jack Burford; Lindsey Geiger, Home Run Auto Sales; Liz Gutierrez, Lynn Smith Chevrolet; Jordan Jett, Prestige Volvo; Kristina Partin, McConnell; Tyler Russell, Lakewood Chevrolet; Jordan Scott, Davis GMC Buick; Brad Sill, Fisher Honda; Anna Taylor, McDonald Automotive; Kim Toth, Tunkhannock Auto Mart; Andrea VanderMey, McConnell.
The AIP aims to prepare the next generation of automotive marketing professionals. Offered three times a year, the program is affordable and yields tremendous values for those seeking to dominate their competition.
The Automotive Internship Program, conducted by PCG Digital Marketing in Eatontown, NJ, is the first of its kind digital marketing internship program for car dealers. The program is composed of a 12-week long course, complete with weekly webinars, homework and exams. Students also receive a printed curriculum and online materials and community forums for support.
Read testimonials from graduates of PCG Digital Marketing’s Automotive Internship program at http://www.automotiveinternships.org/students/.
September 12th, 2011
PCG Digital Marketing welcomes Barry Sanders Super Center to its ever-growing family of automotive dealerships. A leading dealership serving Stillwater, OK shoppers, Barry Sanders Super Center has contracted PCG for its online marketing initiatives, including implementing Search Engine Optimization strategies and managing Social Media activities on platforms such as Facebook and Twitter.
As part of their new partnership together, Barry Sanders Super Center will receive the most advanced automotive digital marketing strategies developed by PCG. Their online visibility will be developed by PCG through their proven on-site and off-site SEO strategies and content development.
Additional PCG services will include blog and press release writing, link building, video uploads, customer review posting, Google SEO compliance and maintaining Google Maps and Analytics.
Barry Sanders Super Center’s new Internet Marketing campaign will increase the frequency with which their vehicles appear in local and regional search results and generate additional traffic and leads.
August 26th, 2011
PCG Digital Marketing welcomes Champion Chrysler Jeep Dodge to its ever-growing family of automotive dealerships. A leading dealership serving Indianapolis shoppers, Champion Chrysler Jeep Dodge has contracted PCG for its online marketing initiatives, including implementing Search Engine Optimization strategies and managing Social Media activities on platforms such as Facebook and Twitter.
As part of their new partnership together, Champion Chrysler Jeep Dodge will receive the most advanced automotive digital marketing strategies developed by PCG. Their online visibility will be developed by PCG through their proven on-site and off-site SEO strategies and content development.
By partnering with PCG, Champion Chrysler Jeep Dodge has the opportunity to join PCG’s exclusive Automotive Advertising Network (AAN). The AAN combines PCG Digital Marketing’s proven strategies in Search Engine Optimization, content marketing, social media and blogging to provide dealers with an industry-leading solution for lead generation and direct sales.
Additional PCG services will include blog and press release writing, link building, video uploads, customer review posting, Google SEO compliance and maintaining Google Maps and Analytics.
Champion Chrysler Jeep Dodge‘s new Internet Marketing campaign will increase the frequency with which their vehicles appear in local and regional search results and generate additional traffic and leads.
August 24th, 2011
PCG Digital Marketing (PCG) has announced the date for their second annual automotive industry marketing conference, the Digital Marketing Strategies Conference (DMSC). This year’s event will be held February 1st 3rd at the Monte Carlo Hotel, Las Vegas prior to the 2012 NADA convention. The event is timed so that dealers attending NADA can arrive two days early to join this important conference.
This is the second year that PCG is hosting the digital marketing conference. This year PCG continues to raise the bar by attracting the industry’s most sought after speakers and leaders that will guide attendees through comprehensive workshops and hands-on demonstrations of today’s most effective and efficient digital marketing strategies.
Attendees of the 2012 Digital Marketing Strategies Conference will fine-tune their social media, advertising, customer service, and Internet marketing strategies for the year ahead. The workshops and keynote speakers will demonstrate how dealerships can create a powerful digital marketing roadmap and refine their automotive marketing and operations plans for 2012.
The conference is designed for dealer managers and Internet sales professionals who want to stay ahead of the competition. It is an intimate event that is limited to 150 dealership employees. This allows the instructors and speakers to work hands-on with dealers in attendance.
With over 16 different marketing workshops specifically targeted to the needs of dealerships, DMSC is laser focused on winning strategies. DMSC topics will include workshops on SEO, SEM, Social Media, Lead Management, BDC Process, Reputation Management, Automotive Advertising, Marketing Strategy, Fixed Operations, and the latest insights into Google.
The conference has a variety of educational formats from workshops, roundtables, and general sessions. The variety of presentation styles and the world-class educators makes DMSC the best investment for dealers who are attending NADA.
The event is limited to the first 150 dealership employees that register. Attendance is $895 per person. Early-bird registration (before December 7th) offers a $100.00 savings.
August 23rd, 2011
Inc. magazine today ranked PCG Digital Marketing (PCG), New Jersey’s fastest growing Internet Marketing agency, NO. 192 on its 30th annual Inc. 500, an exclusive ranking of the nation’s fastest-growing private companies. PCG ranks # 7 in New Jersey with a three-year sales growth of 1569%.
The Inc. 500 list represents the most comprehensive look at the most important segment of the economyAmerica’s independententrepreneurs. Companies such as Microsoft, Zappos, Intuit, Jamba Juice, Zipcar, Clif Bar, Vizio, Oracle, and many other well-known names gained early exposure as members of the Inc. 500. The companies on this year’s list employ more than 46,000 people and generated over 35,000 jobs in the past three years. Complete results of the Inc. 500, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found on Inc.com/500.
Brian Pasch, CEO of PCG Digital Marketing and a 20-year marketing veteran, founded the company in 2005 working out of a home office with a skeleton staff. Pasch saw the redistribution of traditional print media budgets to Internet advertising and poured his heart into launching an agency that would work side by side with clients to implement effective digital marketing strategies and provide comprehensive education and training. Today PCG Digital Marketing employs over 60 full time employees and has offices in the US and Ecuador. The company is headquartered in Eatontown, NJ.
Pasch is quoted, “Being on the Inc.500 list is a great reward and blessing for our passionate team of hard-working professionals. Success takes a commitment to learn and lead and I’m proud of the fact that we have been able to do both.
For more information, please visit PCG Digital Marketing online.
August 22nd, 2011
PCG Digital Marketing, New Jersey’s fastest growing Internet Marketing Agency, today announced the addition of text message mobile marketing to their repertoire of digital marketing services. Statistics site that over 98% of mobile users open text messages, making this form of communication one of the most effective for car dealers.
With PCG Mobile, dealers can customize and send short, personalized messages to highly segmented groups of customers in real time. The user-friendly system allows for the sending of special, unadvertised coupons and savings as well as timely service and appointment reminders.
Using text messaging to communicate with customers has many benefits. Text messaging is unobtrusive, so customers can view and respond to the message when it’s convenient for them. Text messages are precise. Dealers don’t have to worry about the customer writing down any information, dates or times. All of the pertinent details are included within the text message itself. And finally, a study conducted in over 17 markets by the Potratz Partners Agency concluded that 88% of adults ages 45 years and younger prefer text message communication over a phone call or email.
With the mobile marketing package offered by PCG Digital Marketing, dealers will receive compelling point of sale materials, extensive training on how to leverage the texting platform and monthly reporting and insights.
For more information call Matt at 732-450-8200 ext 3.