Why a Web Overlay is Better for SEO than Pop-Ups

Following the same protocol as who we are as an organization (We are NOT a lead provider. We’re a SHOW provider), I’m writing this post to provide clarity between a “pop-up” (which is so passé) and a “web overlay” – the new black of increasing foot traffic. Often times we hear our Web to Show product referred to as a “pop-up”. While it may appear to be a pop-up, it’s actually a web overlay. Semantics? Not really. I’ll explain.

The difference?

Pop up’s have a negative connotation as being intrusive, non-related and just plain annoying. A web overlay, on the other hand, is non-intrusive, is relevant to the visitor and is interesting.

Pop-ups create a new instance in a browser, recognized by Google as leaving the site and therefore hindering your SEO score and increasing your bounce rate.  A web overlay uses content from your site – similar to a photo - that’s brought forward via an iFrame (not a new instance of a browser). We are not popping a new window, we are simply inserting DHTML.  It just so happens to be floating, not inline, layout and doesn’t impact a user’s ability to navigate the page.  Because an overlay is embedded in your site, it supports your SEO score as it shows interaction with your website – Google likes this.

The purpose?

The purpose of our web overlay is to educate in-market shoppers and provide a reason to visit you for a test drive. They are on your website, most likely know which car they want to buy, they just need a reason to choose you. We are the ZMOT. When the notification is displayed, it serves this purpose: “Thank you for looking at our inventory and vehicles of interest. Stop in for a test drive and we’ll redeem your $25 gift card of choice. Let us know when you’ll be visiting and we’ll have your vehicle ready when you arrive.” And when minimized, it stays minimized with a tab like reminder in the bottom left corner of the screen. So when that person is ready to decide, it’s available.

The techy side ala Google: “Google’s natural search rankings DO NOT penalize ranking of a site which displays promotional (or other) content to a site visitor via an overlay. Google only penalizes search rankings for sites which try to use hidden overlays and popups which try to boost the search ranking by presenting different content to the searchbot than to the site visitor. Google defines the popup as an instance of a new window which hinders a visitor’s ability to leave the site.” Our overlay does not.

Key Partnerships Set the Stage for Innovation

Good partnerships can go a long way in the auto business. They aren't always easy to establish or maintain and sometimes they come with challenges and limitations, but when you have an opportunity to do business with another company that doesn't just use your product but has the ability to take it to new heights, that is when you want to put your options on the table. Throughout the past several months, we here at HookLogic have been busy introducing the AutoHook Web Suite to dealers and  other automotive organizations throughout the automotive space and building our own presence online and throughout. We have been implementing AutoHook onto dealer websites across the country and even started experimenting with the technology in other implementations.

During this time we have also been forging key strategic relationships with a small handful of players in our space, and this week as it turns out we have the fortune of announcing two of these new key partnerships just in time for this year's NADA conference in Las Vegas.

ActivEngage and HookLogic Partner to Provide Comprehensive Solution for Automotive Dealers

The first of these is our newly formed partnership with activEngage. Based out of Orlando, FL, activEngage is the industry's leading chat provider who as made quite a splash in our space these past couple of years. The company's track record with dealers using activEngage's chat solution on their websites is second-to-none and with the inclusion of HookLogic, activEngage and its dealers will now have the ability to benefit from HookLogic's large incentive network to qualify even more customers during the chat process and bring those people into dealership showrooms. Naturally we are excited about the possibilities here and look forward to seeing how our technology and incentive marketing stand in the online chat environment.

Dataium and HookLogic Partner to Give Dealers New Auto Shopper Insights

In addition there is the announcement about our partnership with Dataium. Based in Nashville, TN, Dataium is the industry's leading data utility company that provides critical business intelligence insight through the aggregation and analysis of consumer activity from across the Internet. HookLogic has partnered with Dataium to provide intelligence specific to our Lead to Show product.

The partnership with Dataium puts both companies on a platform to achieve something that has been virtually unattainable until now. With Dataium, dealers using HookLogic now have the ability to reach out to potential customers with precision timing that was only dreamed of before now. As a result, dealers using HookLogic's Lead to Show 3.0 product will be able to automatically re-activate old leads based on behavioral indicators demonstrated by previously identified auto shoppers.

What this Means for Dealers

While growth and success are important, so too is knowing how you got to where you are and who helped you get there. For HookLogic dealers, these new partnerships set the stage for even more innovation and in this case this innovation will be among some of the industry's leading players.

The technology behind HookLogic has been tested and proven in numerous environments, mostly outside of automotive considering that HookLogic got its start in the travel business helping online travel booking sites such as Expedia.com better monetize its online reservation system. Our experience in e-commerce will benefit our dealers and our partners by streamlining the incentive marketing process and bringing more people into our dealership showrooms to buy new vehicles.

Connect with Us

Please follow us on Facebook to keep abreast in these and other new developments. You may also subscribe via email to our blog by entering your email address in the appropriate box on our sidebar. We are committed not only sharing and demonstrating how HookLogic is helping dealers but also how other players in this space are helping dealers improve the dealership sales process as a whole.

Jeff Kershner Presenting AutoHook Case Study at DMSC in February

The agenda for the 2012 Digital Marketing Strategies Conference (DMSC ) is set and HookLogic's Director of National Sales Jeff Kershner is slated to present with General Manager Tom White Jr. to present their case study of AutoHook at Tom's Suzuki dealership in Wichita. The title of their workshop is "Using Online Targeted Incentives to Increase Lead to Show Ratios". Suzuki of Wichita began using AutoHook at the dealership in August of 2011 and has experienced tremendous success with the Web to Show product. This case study examines  how the Suzuki dealership has utilized the AutoHook tool and where it is experiencing the greatest success. You will also have a chance to see some of the performance numbers associated with AutoHook at this dealership.

To view Tom's recent customer video testimonial about AutoHook, visit our YouTube channel.

Enter for a Chance to Win

As an incentive to attend this session, HookLogic will be giving away a $250 gift card to ONE LUCKY WINNER.

Simply text "lead2show" to 55678 and be entered for a chance to win.

You must be in attendance to win as the winner will be announced during the session.

About DMSC

The Digital Marketing Strategies Conference (DMSC) is designed to assist dealers create a market dominating digital marketing strategy for the year ahead.  DMSC is conveniently scheduled just prior to the 2012 NADA Convention (Feb 1-3).  The conference is designed for dealers, 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. [Learn more...]

It's February 7, 2012...Now What?

It’s February 7, 2012…Now what?

Imagine it’s the day after NADA…the flurry of NADA activities, meetings, demo’s, and appreciation events are now behind you. All the planning before-hand has left you overwhelmed with action items. As you sit at your desk, you pull up your conference notes and after a quick glance say to yourself, “Where do I begin?”.

If you’re like me, the reasons you attend a conference is to learn, connect and apply. And, how do you organize all those presentation notes, business cards, marketing brochures, meeting notes and follow up action items? In follow-up to an article I read that Eric Miltsch posted on DrivingSales, I started thinking about “after” NADA. As you plan and schedule now, keep these three things in mind for AFTER:

As I sit at my desk AFTER NADA:

1) Create a summary of key learnings (all those highlights and notes you made) to forward to your leadership team (if they were there, keep it for yourself). This will serve as your working document and easy to decipher notes for use in strategy. If you had to write it now, what would you include?

2) With your goals outlined from "Before NADA" (which should align with the dealership strategy), list two action items for each of those listed in "before".

3) Expand on each with "how" each will be accomplished.

NOTE: Keep these three things in mind as you attend each event which will help organize actions into buckets along the way making the "after" easier "now".

An example check list to consider:

3 "must visit" companies:

1) Company A will help accomplish X 2) Company B will help facilitate X 3) Company C is new and I want to learn X so I can do X (personal development)

3 "must connect with" peeps and why each is important:

1) Peep #1 2) Peep #2 3) Peep #3

3 impacts I want to make in my dealership/s when I return:

1) Impact #1 (immediate application, high impact effecting goal X) 2) Impact #2 (<short term> action item, high impact effecting goal X) 3) Impact #3 (<long term> action item, high impact effecting goal X)

"Lead the Way" when you return and  have a short, concise action plan detailing 2-3 deliverables for each goal, get the right people at your dealership on board (buy-in, involved), set realistic deadlines and ensure follow-up with each new connection.

Close the loop on your conference experience.

Check out this article where Todd Smith of ActivEngage is mentioned with his 2012 marketing trends that will have the biggest impact. How do your goals relate to these top 3?

Using the Coupon Redemption Process to Build Rapport

When a prospective customer comes in to your store, you know that you have more than a 50-50 chance of penning a deal before he or she walks out, a show-to-close ratio that is almost unheard of in other businesses. Despite the already high chances of making a sale, there are always little things we can and should be doing to help increase those chances. The AutoHook coupon redemption process, as simple as it is, gives you an opportunity to increase those chances. When a customer visits your dealership website and fills out the web overlay form to receive a $25 reward card when she comes in to your dealership, this person is making a conscious decision to give you her contact information, which is something that should not be taken lightly, especially in this day in age where privacy protection and control are of increasing importance.

During the redemption process where you enter the customer's coupon code into the AutoHook redemption tool, entering the person's shipping information offers a perfect opportunity to build on your rapport with the customer who is now one step closer towards buying a vehicle from your dealership. Even though this process can be made optional by your AutoHook admin, which should only be done on rare special occasions that we can't think of good examples for, spending the 30 to 45 seconds it takes to enter the info will prove to be a far better use of everyone's time than not doing so.

Here is why...

If no address is input by your team at the time of redemption, an email is automatically sent by the AutoHook system to the customer that contains a link for him or her to click on and submit her shipping information. This is set up this way as a measure to make sure a shipping address is supplied. After all, with no shipping address, no reward card can be shipped.

The problem with this is that now you are putting responsibility back onto the customer who already a.) gave you her contact info and b.) came in to your dealership with her coupon code. If you put the responsibility back onto the customer then you run the risk of her not receiving her reward card.

Think about this from the customer's perspective. It could ruin every bit of rapport you built with that person, all because you did not want to be inconvenienced with entering a street address, city, state, and zip code. IT'S NOT WORTH IT. ENTER THE INFO.

Use the Redemption Process to Build Rapport

The redemption process truly is a terrific way for your personnel to build rapport with walk-ins. If a staff member finds this to be a nuisance, we want to encourage him to think about it differently.

You are literally giving someone a $25 reward card for coming in to meet with you. We all know what a great feeling it is to give people something like this, and sales associates can use the redemption process as an opportunity to make someone happy BEFORE going into the selling process. It takes less than a minute to do this the right way up front and it is time very well spent because it minimizes if not eliminates the potential for hassle, headache, and upset customers that do not receive their card.

Always Redeem the Coupon

On a similar note, failing to enter redemption codes is the #1 reason for your AutoHook numbers to appear lower in your reports than they actually are. We see it all the time. Sales associates find ways around redeeming peoples’ reward cards for coming in and while you might still be selling more cars as a result, the reports can show a lower lead-to-show ratio as a result, which misrepresents the true picture.

Be sure to enforce the process of redeeming all coupon codes that are brought in, and be sure your staff members are also entering the shipping information. This 30- to 45-second process will go a long way for your dealership when you are consistent with this.

Advanced Tips and Best Practices

For more tips like this and to keep abreast with our best practices, register for our Advanced AutoHook Users Webinar Series which runs on the 18th of every month at 11:30am EST.

AutoHook Webinar Training Series Coming in January

In effort to keep pace with our amazing growth in AutoHook customers and evangelists, HookLogic will be launching a webinar training series beginning in January. The series will consist of at least one weekly live webinar, with each session concentrating on a different subject and oriented for specific segments of our audience.

New User Webinar

Every FOURTH Tuesday at 2:30pm EST - REGISTER

Every SECOND Thursday at 11:30am EST - REGISTER

This recurring webinar is meant for users that are new to AutoHook. In this webinar we will discuss the coupon redemption process, web overlay features and options, and best practices for web overlay users. It is recommended that all new AutoHook users attend this recurring webinar until you are comfortable with the process and all its features. There is one held on the second Thursday of each month and one on the fourth Tuesday of each month. Topics are the same between the two.

Advanced User Webinar

The 18th of every month at 11:30am EST - REGISTER

This recurring webinar is meant for users that are more familiar with AutoHook, using Web to Show and Lead to Show. In this webinar we will discuss best practices for for both products and for our Advanced Tools. This webinar is held once a month and is recommended for all AutoHook users interested in maximizing their experience with the web suite. Days and times will vary to help minimize attendance conflicts. The webinar will be re-scheduled when the 18th falls on an observed holiday or weekend.

Evangelists Webinar

The 1st Wednesday of every month at 1:30pm EST - REGISTER

In addition to these webinars there will also be a monthly webinar for product evangelists which include resellers, affiliates, and API partners that interface with our technology as part of their own product offering. This growing segment of evangelists must know about and understand the full capabilities of the AutoHook technology, how it is sold, and what sort of challenges and obstacles we encounter distributing and implementing the software to auto dealers, ad agencies, etc.

In addition to registering for the webianr series that is right for you, please also subscribe to our blog so we can keep you informed. Additionally you may connect with us on Facebook and LinkedIn for updates.

HookLogic to Discuss the Lead to Show Process at Digital Dealer Workshop in January

logo-digital-dealer-workshops

Are you ready to start 2012 with a competitive online game plan? The Digital Dealer Workshops are bringing you everything you need to succeed online, and HookLogic will be there presenting as well talking about converting Internet leads into showroom traffic. Two distinctively different tracks will be offered and are customized to your level of experience:

1. The dealer who feels behind on his or her e-commerce education.
2. The dealer who is prepared but wants to excel.

Topics range from social media to website analytics and maximizing your CRM to converting leads.

The workshops have been carefully crafted to give you the essential information to grow your business. Digital Dealer understands how critical education is to your success so they are bringing the best information to you.

WHO SHOULD ATTEND?

Dealers, GMs, GSMs, Internet Sales Managers, e-Commerce Directors, CRM Managers, BDC Managers and Fixed Operations Managers Dealers, bring your managers. Managers, bring your dealers.

FOUR WORKSHOP TRACKS

Track 1: 360 Degrees of Automotive e-Commerce

This track is designed for dealers that know they "don’t get it" but understand the importance of it. This classroom style workshop will run the entire day with four consecutive workshops that will take you through the fundamentals of digital marketing and online sales. This workshop will have you leaving with the confidence to approach your Internet strategies.

Tracks 2-4: Intermediate to advanced education

Attendees can choose any workshops within these tracks as desired throughout the day.

Track 2: Social Media and New Technologies Track 3: Sales, Process and Fixed Operations Track 4: Websites, Marketing and Analytics

At the one day Digital Dealer Workshop you will learn essential information for online success, including:

• Maximizing online sales
• Improving online marketing
• Developing strategies for SEM and SEO
• Maximizing your social media and reputation management
• Creating e-commerce strategies
• Maximizing brand recognition
• Improving sales processes
• Demonstrations on emerging technologies
• Gaining market share
• Reducing costs and increasing gross profit
• Maximizing other profit centers

WHEN?

Tuesday, January 17, 2012, 8:00am - 6:00pm. Workshops begin at 10:00am.

WHERE?

Hilton Houston Post Oak in Houston, Texas, less than one mile from the Galleria area.

About HookLogic's Session

It’s all about the Show, Baby!

David Metter is on the session ticket to talk about the evolution of Internet lead management that has lead dealers to understand that their main focus has to be on driving quality customers from their leads into the showroom floor. This is an ongoing conversation Metter and HookLogic are having with dealers across the country that offers data-driven insight into what works today.

Other sessions include:

Mobile Marketing and the Dealer with Ben Anderson; Using Auto Shopper Data to Learn More about Every Lead with Jason Ezell Practices to Improve Customer Retention with Bill Wittenmyer 7 Online Strategies to Double Your Fixed Ops Profit in 2012 with Jeff Clark LIVE Mystery Phone Shop with Jerry Thibeau 7 Secrets To Internet Marketing with Larry Bruce Connecting with Customers in Every Moment of Truth with Ed Parkin The Future of Digital Finance with Pete MacInnis How Search Has Radically Changed The Way Consumers Shop For Cars with Julio Gonzalez Social Media: The most important things you need to know today with TBD

REGISTRATION

Register early to take advantage of early bird pricing. Early registration cutoff is December 31.

Click here to visit the Digital Dealer Workshops website for registration information.

Twitter hashtag: #DDW

Jeff Kershner to Panel at 7th Annual KainAutomotive Clients & Friends Workshop

The 7th Annual Kain Automotive Clients and Friends Workshop for Automotive Digital Success in 2012 is coming up later this month. HookLogic Director of National Sales Jeff Kershner is slated to present there this year, and we wanted to make sure you know about it in case you plan to attend. The Kain workshop is known for covering advanced processes, tactics, technology, digital marketing Strategies and Solutions for Internet / BDC Operations. Kershner will be on at around 2pm sharing success stories that a few of our own customers have been experiencing since incorporating AutoHook into their dealerships.

The workshop begins Monday November 14 with vAuto Founder Dale Pollak kicking things off as speaker for the opening session. There will be numerous sessions, breakouts, discussions, panels, and presentations during the course of two days, so check out the site to see what suits your fancy. If you plan to attend be sure to connect with us there. Also attending from HookLogic will be Director of Business Development Ryan Gerardi.

Visit KainAutomotive.com and look for a link to the event details, or just click here.

David Metter to Join Panel Discussion at CPO Forum 2011

Later this month at the AutoRemarketing CPO Forum in Las Vegas, HookLogic Automotive President David Metter will be part of a panel "CPO Customer Engagement & Retention" to discuss integrating digital, social, video and cutting edge media marketing strategies to ATTRACT and KEEP more CPO customers. Metter will be part of a panel group that includes industry experts on the subject:

Jeff Kunz - Head of Business Development, eBay Motors Advertising Paul Potratz  - COO, Potratz Agency Adam Simms - COO, Price-Simms Automotive Group Andy Jacobson - Director of National Sales, Cars.com

If you plan to be there and want to see how the concepts behind HookLogic's AutoHook program addresses some of the challenges met by dealers in their certified pre-owned sales efforts, this would be an opportune time to do so.

For more information about the CP Forum and to register you can visit the website.

Video Contest: Win a free month of AutoHook and $100 gift Card!

Just in time for the holidays, we're having a contest geared to our favorite customer – YOU! It’s a video contest: We want you to tell us, in your own words, what you love about AutoHook and how it’s helped you increase sales at your dealership. If your video wins, you’ll get a FREE MONTH of AutoHook, plus $100 MasterCard gift card!

Entering is easy:

• Using your video camera - the one on your smartphone is fine! - record your short video (1-3 minutes should do it.)
• Post your video onto YouTube.
• Then contact us requesting that we share our Dropbox with you to send us your video file for us to put up on our own YouTube channel.

That’s it!  We’ll review all the videos submitted to us by December 20th and announce the winner after the New Year begins.

So get those camera’s out and get ‘em rolling! We’re looking forward to getting your videos and hearing all the great stuff you have to say about AutoHook!