JD Rucker's Blog (345)

Your Message Must Match the Marketing Venue

Let's call it what it is. This is a post about active digital marketing versus passive digital marketing. It's one that covers two of the types of marketing disciplines that are near and dear to my heart, but more importantly it lays the groundwork for an understanding of the various marketing styles…

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Added by JD Rucker on October 15, 2014 at 2:41am — No Comments

Links May Die Someday for SEO, but Not Quite Yet

Inbound links still matter. Despite what you may here from SEO gurus around our industry, the power of high-quality, relevant, and natural inbound links to a dealer's website is still apparent. Google's Matt Cutts acknowledged that in the long run, this may not be the case.

That…

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Added by JD Rucker on September 30, 2014 at 2:38am — No Comments

You Know Your Marketing, but do You Really KNOW Your Market?

I'm a big fan of putting the power of targeting in the hands of the dealer. We're not one of those who believe that we know best about our clients' market, demographics, and customers and we try to put our expertise in social and search to play with their understanding of the area and their business to…

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Added by JD Rucker on September 28, 2014 at 6:27pm — No Comments

You Can't Optimize Two Dealers in the Same City with the Same Make

I can already hear the vendors scrambling to put together their rebuttals. I'm not going to dwell on the issue, but it's an important one to note.

For most dealers, it's okay to be in the mix. As long as you're on the first page on Google for the major keywords, you're doing just fine. Aggressive…

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Added by JD Rucker on September 26, 2014 at 9:47pm — No Comments

Three Paid Methods to Drive Traffic to Your Inventory

We've been very careful with how we approach inventory marketing on dealer websites. On one hand, we know that a dealer's inventory is the primary lead and sales driver for dealers. On the other hand, the concept of driving everyone directly to inventory is a flawed one. Sometimes, it's better to put people…

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Added by JD Rucker on September 19, 2014 at 5:00am — 2 Comments

Less is More in Calls-to-Action on Dealer Websites

The past two years has seen a decrease in the number of website leads for many dealers. We're getting more visitors and fewer people filling out lead forms. The trend has caused what I've seen as an increase in the number of calls to action on pages, particularly on inventory pages. This is a…

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Added by JD Rucker on September 8, 2014 at 4:22pm — 4 Comments

Let Data Drive Pretty Much Everything in Your Marketing

First, a mini-rant. It will make sense why I'm starting with a rant before getting to the meat of the issue.

I was on the phone with a social client and their prospective search marketing provider the other day when I was blindsided by ignorance. It wasn't what I expected from a company…

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Added by JD Rucker on August 31, 2014 at 5:12am — No Comments

The Two Categories of Social Media Marketing Strategies

When it comes to marketing (and just about everything else), there are right-brained thinkers and left-brained thinkers. The right-brain thinkers are more subjective and often more creative and would not like the concept of social media having two options. It makes it too black and white. Left-brain…

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Added by JD Rucker on August 12, 2014 at 8:57pm — No Comments

Customer Loyalty Isn't Dead.

There is doom and gloom in the statistics. Fewer people are staying loyal to a single brand of vehicle. Fewer people are staying loyal to a particular dealership. We've been hearing about it since the rise of the digital age and it can push dealers to focus on generating new sales and service customers…

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Added by JD Rucker on August 9, 2014 at 8:58pm — No Comments

The Key to Social Media is Storytelling

For a decade now, businesses and marketers have attempted to decipher the jumbled mess of social media and turn it into a true ROI generator. Hundreds of thousands of Ponce de Leóns have explored the social media countryside in search of the ultimate prize - tangible benefit from social media…

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Added by JD Rucker on August 5, 2014 at 12:01pm — 2 Comments

Suckered into Social Media Advertising (and that’s not a bad thing)

Today, using the “free” social media platforms as a marketing tool without spending money on them is about as useful as playing the first level of the freeware version of iPad game.

It used to be so exciting to think about how to market a business on social media. We would read articles, watch…

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Added by JD Rucker on July 15, 2014 at 4:32am — 2 Comments

Putting to Rest the Concept of “Organic” Social Media

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Added by JD Rucker on June 16, 2014 at 4:42am — No Comments

Why 24-Hour Chat is So Important

I've taken some criticism over the last week for selecting CarChat24 as the dealer website chat provider that I like the most. Angry calls. Angrier emails. Nobody wants to hear that their product was not selected and I understand the vast majority of the criticism from other chat providers in the…

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Added by JD Rucker on May 20, 2014 at 6:23am — 2 Comments

The Future Arrives: Why I'm (Finally) Joining the Responsive Web Design Bandwagon

In October, 2013, I posted a controversial article about the differences between responsive and adaptive websites and came to the conclusion that, at that time,…

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Added by JD Rucker on May 11, 2014 at 6:28am — 1 Comment

Conference Brainstorming - How Should Automotive Conferences Change?

As Digital Dealer wraps up and a brief lull occurs in the major automotive conference schedule, I'd love to take some time to reflect on what has been going on in the industry and where it's all headed. Over the last several months, really since attending a conference in November of last year,…

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Added by JD Rucker on May 8, 2014 at 7:39am — 2 Comments

Is a PPC Service Really Worth 20%? The Math Doesn't Add Up.

I really don't know who I'm going to offend on this one. We've been researching so many vendors over the last couple of months that work with chat, lead-gen widgets, and website platforms themselves that we haven't taken the time to explore PPC vendors. Maybe that's why I was blindsided to find out that…

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Added by JD Rucker on April 22, 2014 at 2:55am — 3 Comments

Gorgeous Photos versus Real Photos on Social Media Ads

Science rules in digital marketing.

Social media is a place of vanity. Those of us who use social media often get to see flattering images of just about everything - people, places, food, cars, whatever. Have you ever seen a picture of a friend posted as their new profile picture and thought,…

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Added by JD Rucker on April 20, 2014 at 4:59am — No Comments

A Tale of 6 Pictures: Social Media Mini Case Study (and contest!)

A good social media advertising campaign (or any marketing campaign at all, for that matter) should be guided by science. Testing, monitoring, adjusting, and testing again are the cornerstones of a good marketing strategy.

Much of what we do in the car business comes with assumptions. We do things that…

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Added by JD Rucker on April 6, 2014 at 3:10am — 1 Comment

Dealertrack to Buy Dealer Authority in $1 Billion Deal

Dealertrack Technologies, a leading provider of financial services software to auto dealers, has agreed to purchase digital-marketing newcomer Dealer Authority for about $1…

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Added by JD Rucker on April 1, 2014 at 3:30am — 1 Comment

Recycling Social Media Content is Getting Out of Hand

I get it. I understand the need for more content to serve to an ever-growing flow of content consumers. The art of recycling content is important, particularly on sites like Twitter where a piece of content can and should be used multiple times in order to get the message out to everyone. It's a…

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Added by JD Rucker on March 30, 2014 at 5:46pm — 2 Comments

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