The basic Law of Reciprocity states: To give and take mutually.
I have thought about this a lot over the last few months. We use this concept very effectively in conversion optimization by giving white papers, special offers etc. on landing pages.
The idea is if the person gives something, you then give something of value in exchange. But think about it… you asked for the value FIRST. The visitor had to give you their name in order to get your value.
Isn’t that backward? Shouldn’t you give the value first then ask for the mutual value back?
Amazingly enough, this backward give and take works well; but recent events have made me start to wonder HOW WELL?
Earlier this year we launched ShowroomMagnet, our incentive based behavioral targeting engine for websites. We knew it would work well for conversion because these kind of popovers have always had a positive impact on conversion. In addition, we’re making and offer and a single clear call to action (something too many websites lack).Not to mention we tested it, as we do EVERYTHING.
BUT there was a surprising side effect. A few of our dealers started using this in a way we didn’t expect.
It started with Andy Wright at Lehigh Valley Honda, who by far was selling more cars from the program than most of the dealers. I asked Andy, “What are you doing?” and the answer was so simple it was a little bit scary.
As customers came to the showroom with their gift card validation in hand (or smart phone as the case may be) Lehigh Valley Honda sales people would take them right to the desk and validate their gift card INSTANTLY. They would put it right on the customer’s smart phone before they even took a test drive!
LeHigh “kept the promise” the website made. And they made it instant – as soon as the customer walked in the door.
There was no hook. There was no caveat. They had promised a gift for visiting, the customer visited…so the dealership handed over the gift card.
Here is the surprising part…
I thought when we started this we would see closing rates in the 30% to 40% range and that would be great!
Lehigh Valley Honda’s closing rate…. 68% over the last six months!
Bottom Line – WHEN YOU MAKE A PROMISE… KEEP IT! You’ll be amazed at the number of customers that will reciprocate… it goes back to The Law of Reciprocity.
Too often in our business we think we have to trick people… hook them into doing what we want them to do when really all they want us to do is keep the promise that we made.
So simple it’s a little bit scary!
Tim James and I are doing a case study on this at Digital Dealer 13 in Las Vegas on Thursday October 25th in the Antigua Room hope to see many of you there
A great video from Robert Cialdini on the Law of Reciprocity
This is the single most difficult concept for most marketers in automotive to understand. “Why” is the reason AutoTrader and Cars.com run millions of dollars in ads on TV, then put only a fraction of that budget into real content that consumers go online to find “the expensive kind of marketing” as noted by Seth Godin in his book “All Marketers Are Liars” renamed “All Markerters Are Storytellers.”
“Why” is also the reason GM is failing at Facebook. They’re not asking “why” people even want to come to their social sites. They’re posting from within a bubble. “Why” is the reason people debate on Twitter whether they should use Adwords PPC or Facebook. I absolutely love debates like these because they force people to think about “WHY” they believe what they believe… and “Why” is a much more important question than “WHAT”. Ask the Merovingian, he knows.
Facebook or Adwords is not a choice; it’s a question of message and intent…the “WHY”of it all.
What Ford and Scott Monty knows, that GM doesn’t, is that people don’t go to Facebook to find Ford or to find out “What’s going on at Ford”? The truth is, they don’t care!
People go on Facebook to keep up with friends and family and to discover things that are important to them, in other words, the “WHY” of what makes them visit a page. Ford and Scott Monty’s team do a terrific job of producing content with that intent, the “Why” of it all, in mind.
People go on Google and other search engines to find things, that is their intent, their “WHY” and smart marketers buy keywords and write ads with that intent in mind. It’s a “WHY” question NOT a “WHAT” question…
It shouldn’t be “WHAT” are your goals from the platform?
WHY are they there?
And more importantly, how can your message fit the visitor’s “why”?
The Merovingian would be proud!
I hope this post has helped you think more about why than what. I will be discussing “WHY” and bringing a lot of data on this subject in my Digital Dealer Session on Oct. 24th In Las Vegas In the Jamaica Room hope to see you there.
ZMOT its everywhere seems like these days. With Google as the general session at Digital Dealer this year I thought I would talk about how we see the execution of ZMOT for dealers. Below are the slides from my presentation. I think these numbers will add up to a pattern if you look at the slides closely.
At the end of the day, I still see a lot of “Marketing Partners” who have a product, widget or new shiny object to sell not a coordinated service offering to help the dealer sell & service more cars.
Last Digital Dealer we explored the data behind SEO & PPC and where your efforts get the most bang for the buck.
At Digital Dealer 12 in Orlado April 3-5 will will explore the data behind ZMOT and how to execute it in your store to increase lead volume and most importantly Show Rate in the dealerhips.
Here are the slides from DD11 SEO VS PPC “The Epic Battle”
Those words spoken to me by one of the smartest dealers I ever worked for, Jay Marks, have stayed with me since 1996. Same principal applies in every position of the dealership but particularly in marketing.
Let’s face it Marketing is quickly becoming a dealership position. It’s a complicated dance between traditional and digital, the dealership and its partners. What is most alarming to me is the lack of basic information dealerships and their marketing partners have about the dealerships market and customers behavior. It’s always amazing to me that so many dealerships can operate even profitably and know very little about their market or their customer behavior. Even more alarming is the “Marketing Partners” they are using know less than the dealership, “They are not at the store!”.
This is a great quick read on where Landing Pages are being used outside the auto industry and where you should be looking at using them with in our industry. OnlineDrive clients are averaging over 200 landing pages per store and so far experienceing a300% increase in conversion rates as a result of talking to customers not at them.
The explosion of digital advertising means an explosion of campaign-specific, dedicated landing pages too. If you stop to think about all the places you need landing pages, it quickly adds up (head spinning yet?).
ion’s top-converting LiveBall customers average over 750+ active landing experiences at any one time. Where are they using landing pages?
Wyler Automotive Group
Great post on Hubspot by Brian Whatley on Marketing Automation. I love infographics because they are so cool, but sometimes its hard to take away good info from them. Here are my take aways from this great infographic.
Marketing Automation is the use of technology and software to help move prospects and leads through your sales funnel. As part of a whole inbound marketing philosophy, you can use marketing automation to help take the leads you’re generating from blogging, social media, and other sources, and make them more sales-ready. While marketing automation doesn’t help you generate newleads and can be challenging to use effectively, it’s important to be knowledgeable about it and understand when marketing automation can or can’t help your business grow.
What does that mean…REALLY?
• It’s Your Job – to know what keywords to rank for
• It’s Your Job – to create good content to make that site rank
• It’s Your Job – to work to get the backlinks to your site
At the end of the day that is exactly what SEO (Search Engine Optimization) is Keywords, Good Content & Backlinks it is really that simple and also that hard…Why?
Because we have been conditioned to think our website provider is going to do it for us. I can’t tell you how many times I hear website providers tell dealers “Our sites rank better and have better SEO than what you have now” and how many times dealer change website providers because they think the new website will be the magic bullet to get them ranked better, more traffic and more leads…WRONG!
In fact the website is pretty much worthless without the right online marketing strategy.
“Reality… the website should be FREE”
It is the tool of the online marketer not the online marketing strategy and that’s why I say…
“You don’t need a website provider you need a web marketing company that provides websites”
Without the marketing the website has NO VALUE.
Now here comes the sad part ¾ of this you can’t even do because you lease you website presence from your provider you don’t own the property, and even if you did manage to find a good way to optimize your site it would only be a matter of hours before the other guy down the road on the same website platform had it too.
“The Law of equal incompetence” You can be no better than the network you’re on.
“AS LONG AS YOU LEASE THE PROPERTY YOU CAN GET NO COMPETITIVE ADVANTAGE”
So what’s a web marketer to do? Optimally:
I hope this post gets you thinking about your website and web marketing in a very different way, that was my goal.
If you want to know more or have questions we do a webinar on these very topics every Tuesday 1pm Central Standard Time , Click Here – Own Your Web Presence
Hope this helps
Larry Bruce – @pcmguy