3. Table of Contents
Credits and copyright_________________________________
Before we start______________________________________
How to use this guide ________________________________
!
STEP 1: GET YOUR MIND ON DIGITAL MODE________________
Day 1 -‐ Automotive is online____________________________
Day 2-‐ Let’s focus_____________________________________
Day 3-‐ Business Timing ________________________________
STEP 2: TOOLS AND GOALS_____________________________
Day 4-‐ The Automotive Digital Marketing Scheme___________
Day 5-‐ One goal more tools_____________________________
Day 6-‐ The Automotive Digital Marketing Traffic Generators___
Day 7-‐ The Automotive Digital Marketing Landing Pages______
Day 8-‐ The Automotive Digital Marketing Conversion Makers__
STEP 3: DIGITAL STRATEGIC MANAGEMENT________________
Day 9-‐ Create your Digital Marketing Paths_________________
Day 10-‐ Check your tools and work hard! __________________
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2
4
5
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6
7
10
13
17
18
21
24
27
30
33
34
38
4. BEFORE WE STARTAs you know the World is changing, so are business models.
There are many tools to get a company online the smart way.
We are now experiencing the existence of living in a World where two realibes
represent the two sides of the same coin -‐ there is a digital World and a physical one.
People are now used to live both sides of the coin. There is no big difference if we act
and live online or offline.
This is why we are all used to look up for answers, prices, friends and even jobs and
places in digital arenas such as blogs, furums and Facebook.
This is why companies are now facing their own new business reality: the digital World
is World where they don’t just need to be, the need to be there the CORRECT way.
Let’s make this easier -‐ the old fashioned web site is no longer the one-‐way tool we
need to run our business with. There is much more out there waibng for our company.
Companies now need a digital alter-‐ego capable of showing and selling products,
finding new markets and business opportunibes and new customers.
Furthermore, this alter-‐ego needs to be based on the correct markebng strategy and
develop real results. The aim of this guide is to provide you all the necessary tools to
develop your Automobve business the smart way. Enjoy.
!Salvatore Thomas Carbè -‐ DIGITAL MARKETING MANAGER
5. HOW TO USE THIS GUIDEThis guide is a collection of practical
tips to set your Digital Automotive
Marketing Strategy.
!
This guide will help you to:
!
-‐ Establish the correct Digital
presence;
-‐ Develop a Digital Marketing
Strategy
-‐ Find new customers through
Facebook, blogs and much more.
!
In order to do that, you will be guided
through a series of steps followed by
practical daily exercises. Change your
business in 10 days!
!
!
#TIP1
This guide has been created to provide you technical steps
to get your Automotive business online through Digital
Marketing. However feel free to use it to get ideas,
develop models without reading it as a book.
!
!
No matter they way you use it I hope it will help you!
Each daily step is divided into sub-‐
sections:
!
1. WHAT TO DO
The theory behind the step, get to
know your new Digital philosophy.
!
2. HOW TO DO IT
We like to make it practical. Each step
will be made reality.
!
3. LET’S PRACTICE
There’s no glory without practice!
!
!
!
8. Step 1 -‐ Get your mind on Digital Mode -‐ Automotive is online
It’s now time to face it: the
Automotive industry is more Digital
than ever.
!
During the last Geneva Motor
Show Mercedes announced a
partnership with Google while
Ferrari named Apple as Digital
partner to make future cars
internet based.
!
Drivers worldwide are soon going
to be used to get info directly from
their cars. They will be able to find
solutions, auto body shops, car
repair providers while driving.
!
Automotive is getting digital, how’s
your business preparing to that?
!
I know it’s hard to believe. We
were used to think of Automotive
as a physical market. However the
new reality is that this market
more than others is now online.
Don’t panic. First of all we need to
re-‐think our business facing this
new reality, asking ourselves a few
easy questions:
!
1. Have I ever thought about
getting my business online?
2. Do I have an updated website?
3. Have my Company Digital tools
ever made me make money?
4. Do I already have the Digital
Know-‐How to make my
Automotive company grow?
WHAT TO DO HOW TO DO IT
9. 1. Have I ever thought of getting my business online?
____________________________________________
____________________________________________
____________________________________________
!
2. Do I have an updated website?
Answer this question taking a look to your
competitors websites and make notes.
Date of creation: _____________________________
Elements I could work on (such as online quotation)
____________________________________________
____________________________________________
____________________________________________
!
3. Have my Company Digital tools ever made me
make money? Write down which tools where useful
in you company case.
____________________________________________
____________________________________________
LET’S PRACTICE
Step 1 -‐ Get your mind on Digital Mode -‐ Automotive is online
!
!
!
4. Do I already have the Digital Know-‐How to make
my Automotive company grow?
!
Do I know how to use Facebook for Business?
_________________________________________
_________________________________________
!
Do I have company blogging know-‐how?
_________________________________________
_________________________________________
!
Do I know my Digital Marketing Goals?
_________________________________________
_________________________________________
_________________________________________
_________________________________________
11. Step 2 -‐ Get your mind on Digital Mode -‐ Let’s Focus!
We know part of our Automotive
business future is online.
!
It’s now time to focus on the main
aspect of this future: goals.
!
Prior to see what the available
tools are or think about which
strategy you will use, we need to
focus on your digital goals.
!
Goals, as you know, play a pivotal
role on every business project.
!
If you know where you wanna go
it’s going to be easier to find the
right path!
!
Once more you will need to sit
down an answer a few questions.
!
When it comes to Digital
Automotive Marketing you have
no limits in term of opportunities.
!
There is no real Digital difference
in aiming for new customers,
create a strong brand identity or
set up a new business branch.
!
However what you need first are
strong ideas and clear goals.
!
Let’s focus on this point practicing
on the next page!
WHAT TO DO HOW TO DO IT
12. 1. Which goals do you aim to achieve through digital
marketing? Mark your choices!
-‐ Find new customers
-‐ Present new services
-‐ Sell services online
-‐ Sell products online
-‐ Create an online customer service
-‐ Create an online customer after-‐sale experience
-‐ Establish a Digital Brand identity
!
2. Now rate your choices from the least to the most
important!
a. _______________________________________
b. _______________________________________
c. _______________________________________
d. _______________________________________
e. _______________________________________
f. _______________________________________
g. _______________________________________
!
LET’S PRACTICE!
!
3. Write down a few lines about the reasons why
choices (a) (b) and (c) are key on your business.
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
!
Step 2 -‐ Get your mind on Digital Mode -‐ Let’s Focus!
14. Step 3 -‐ Get your mind on Digital Mode -‐ Business Timing
Good job so far! I am sure you are
doing great on setting your mind
on Digital mode! However it is now
time to set your Digital steps so:
keep yourself focused!
!
On this chapter we talk about
timing. Projects and ideas without
planning and a correct timing are
going to remain untouchable. Let’s
work on how you aim to reach you
Digital automotive goals and the
amount of time you will need to
succeed!
!
You can start thinking of your
Digital marketing business timing
as a line.
!
On this line you will set the steps
you’ll work on the next days.
!
This exercise will help you to write
down steps and ideas and get
organized.
!
Feel free to use your business unit
of measurement -‐ if you feel you
need weeks or months to develop
one step it’s no mistake. Make
sure you write down your goals
and the right timing you aim to
reach, this point will help you to
feel your project as feasible!
WHAT TO DO HOW TO DO IT
15. LET’S PRACTICE
This line represents your Digital Automotive Marketing project. Write your goals above the line
on a chronological order. You will write the appropriate timing under the line in correspondence
to each goal. The following line is a mere example, on the next page you will find a blank line you
can work on!
Step 3 -‐ Get your mind on Digital Mode -‐ Business Timing
____________________________________________________________________________________
Find 3 customers
from online tools each month
6 month
from beginning
Establish a Digital
Brand Identity
12 month
from beginning
Digital Marketing
project beginning
Create an online
customer service
Contextually
to beginning
16. LET’S PRACTICE (IT’S YOUR TURN!)
____________________________________________________________________________________
Step 3 -‐ Get your mind on Digital Mode -‐ Business Timing
19. Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Scheme
Each Digital Automotive Marketing
project follows precise rules to
achieve business goals.
!
In order to achieve these goals you
will need to study a simple scheme
based on 3 different key sections.
!
1. Traffic Generators
This section explains where you
will drive your future customers
and fans from;
2. Landing Pages
The online spaces thou will create
for your customers to make them
conduct a specific action;
3. Conversion Makers
The series of actions you will make
your customers do according to
your strategy.
The written form of this step can
sound a bi confusing; however
there is a simple scheme you will
follow to discover possible Digital
Automotive Marketing paths for
your future customers, readers
and fans.
!
Let’s jump on the next page to
work on it!
WHAT TO DO HOW TO DO IT
20. LET’S PRACTICE
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Scheme
Traffic Generators Landing Pages Conversions
Example Facebook Ad
Network Affiliation
Landing Page on Blog
Potential Customer
Contact
22. Step 2 -‐ Tools and goals Smart&Easy -‐ One goal more tools
Your Digital Automotive Marketing
project is about to start.
!
You opened your mind, you worked
on what you aim to get from your
future strategy and you set the
right timing.
!
We now need to consider that in
order to succeed on our business
goals we need the right tools.
!
Each Digital tool can be used for
different reasons and to reach
different goals. This chapter will
show you which tools to use
according to your business goals.
!
This chapter will show you a
Digital Marketing scheme to help
you recognize which tool you can
use to reach your business goals.
!
The proposed chart has been
developed through direct
Automotive based working
experience!
!
As you know there are many tools
to make your Automotive business
go online. Notwithstanding
through experience I have found
which tools are most useful and
marketing oriented for the
Automotive Industry!
!
Feel free to use the following
scheme as part of your strategy!
WHAT TO DO HOW TO DO IT
23. LET’S PRACTICE
Find new customers
Present new services
Sell services online
Sell products online
Create an online customer service
Create an online customer after-‐sale experience
Establish a Digital Brand identity
Get customers contacts (email; #numbers…)
GOALS
Facebook Blog E-‐commerce platform
Step 2 -‐ Tools and goals Smart&Easy -‐ One goal more tools
IS THIS FOR YOU?
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
25. In order to be successful you need
traffic towards your Digital
Automotive online pages.
!
Traffic is the key to create a digital
brand identity, get new customers
and sell Automotive products and
services.
!
There are several Automotive
traffic generators you can use,
some costly and some free; this
section will show you the most
effective ones and how to use
them.
Generate online traffic can be
hard if don't have the right tools!
!
The good news are that you might
already have digital traffic
generators but you haven’t
realized this asset yet!
!
Customers email (past and
current), social media logos on
business cards and traditional
advertising are a great way to
generate traffic towards your
digital spaces.
!
Let’s see what you got and what
you can use on the next page!
WHAT TO DO HOW TO DO IT
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Traffic Generators
26. LET’S PRACTICE
Facebook Advertising
Past Customers Emails
Current Customers Email
Social Logos on Traditional advertising
Web site + social logos on business cards
!
!
TRAFFIC GENERATORS IS THIS MY ASSET?
YES NO
YES NO
YES NO
YES NO
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Traffic Generators
YES NO
28. When you generate traffic from
your customers you will need to
show them something useful and
contexually correct.
!
If you send an email to your
customers telling them you just
opened a new Facebook page
make sure you provide them the
link to the page on the text!
!
This simple (but key!) rule plays a
pivotal role on your strategy. Each
time you generate traffic make sure
yo have an appropriate languid
page for your customers with
interesting related content in it.
Creating a landing page is not
difficult! You can create a landing
page through your company blog
or directly on Facebook as a TAB
or link your e-‐commerce pages.
!
If you already have the technical
skill to develop a landing page you
are set to go! If you need help no
worries! there are some links you
will like!
!
WHAT IS A LANDING PAGE:
http://en.wikipedia.org/wiki/
Landing_page
!
HOW TO CREATE A LANDING PAGE
ON FACEBOOK: https://
developers.facebook.com/docs/
appsonfacebook/pagetabs/
!
WHAT TO DO HOW TO DO IT
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Landing Pages
29. LET’S PRACTICE
Facebook TAB
Blog Page
E-‐Commerce Pages
Other online services (e.i. Autoscout)
!
!
LANDING PAGES IS THIS MY ASSET?
YES NO
YES NO
YES NO
YES NO
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Traffic Generators
31. You have just learnt how to drive
traffic to your Digital Automotive
spaces.
!
Even if you have just made 50% of
your Digital job there are a few
considerations to be made.
!
You now want to make your
customers complete a specific
action such as leave you his/her
email, buy a product or get a
coupon.
!
Each good strategy is complete
only when it works and make you
earn money! ;)
!
!
!
It is now time to convert your
traffic into leads and money!
!
If you sell an Automotive product
such as motor parts or a service as
auto body repairs this process is
going to be easy!
!
Make sure your digital spaces are
ready to convert traffic into
money; In case you are looking for
customers email you will contact
for a special offer, make sure you
have a clear contact form on your
landing page. Similarly if you wish
to sell a product make sure your
BUY NOW button is on and ready
to get the order!
!
!
!
WHAT TO DO HOW TO DO IT
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Conversion Makers
32. LET’S PRACTICE
!
E-‐commerce buttons
Contact forms
Coupon downloader
!
!
!
!
YES NO
YES NO
YES NO
Step 2 -‐ Tools and goals Smart&Easy -‐ The Automotive Digital Marketing Traffic Generators
CONVERSION MAKERS ARE THEY WORKING PROPERLY?
35. You have just learnt how to drive
traffic to your Digital Automotive
spaces.
!
Even if you have just made 50% of
your Digital job there are a few
considerations to be made.
!
You now want to make your
customers complete a specific
action such as leave you his/her
email, buy a product or get a
coupon.
!
Each good strategy is complete
only when it works and make you
earn money! ;)
!
!
!
It is now time to convert your
traffic into leads and money!
!
If you sell an Automotive product
such as motor parts or a service as
auto body repairs this process is
going to be easy!
!
Make sure your digital spaces are
ready to convert traffic into
money; In case you are looking for
customers email you will contact
for a special offer, make sure you
have a clear contact form on your
landing page. Similarly if you wish
to sell a product make sure your
BUY NOW button is on and ready
to get the order!
!
!
!
WHAT TO DO HOW TO DO IT
Step 3 -‐ Digital strategic management -‐ Create your Automotive Digital Marketing paths
36. LET’S PRACTICE
GOAL
Step 3 -‐ Digital strategic management -‐ Create your Automotive Digital Marketing paths
PATH
Find new customers
Facebook Ad
Network Affiliation
Landing Page on Blog
Potential Customer
Contact
Traffic Generators Landing Pages Conversions
A
Email Marketing
Downloadable
Coupon page on Blog
Coupon DownloadB
Sell an Automotive
Service
Facebook Post
E-‐commerce
Landing Page
Customer Click on
BUY NOW buttonA
Social media
logos on business card
Specific offer
Web site pageB
Examples
Customer Click on
BUY NOW button
37. LET’S PRACTICE (IT’S YOUR TURN!)
GOAL PATH
Traffic Generators Landing Pages Conversions
A
B
Examples
A
B
Try to draw your Automotive Digital Marketing paths!
Step 3 -‐ Digital strategic management -‐ Create your Automotive Digital Marketing paths
39. You are now ready and set to go!
!
You have your ideas ready and your
tools set to show your Automotive
amazingness to the World!
!
What happens now?
!
Well, hopefully this guide has been
helpful to your Automotive
business, however let’s make a
double check to start working!
!
!
Just fill the following scheme to
double check you worked on
every step of this guide.
!
You are a step away from getting
your success online.
!
One more step and you will be
ready to go!
!
See you on the last page!
WHAT TO DO HOW TO DO IT
Step 3 -‐ Digital strategic management -‐ Check your tools and work hard!
40. LET’S PRACTICE
!
Have you answered chapter one questions?
Have you wrote down your goals?
Have you set your business timing?
Have you understood the DM scheme?
Have you set your tools?
Have you set you traffic generators?
Have you set your landing pages?
Have you set your conversion makers?
Have you set your DM paths?
!
!
YES NO
YES NO
YES NO
CHAPTERS
Step 3 -‐ Digital strategic management -‐ Check your tools and work hard!
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
41. Come trovare lavoro con un blog
WHAT’s NOW?
Thanks for having read this guide!
I hope has been helpful for your business!
!
IT’STILL NOT TIME TO GO! KEEP IN TOUCH!
I have received a few good feedback while writing this guide; more than 700
people have already read this guide telling me what they think about it.
!
I would like to get your feedback too! Once you have tried to get your
Automotive Business online let me know what you think about this guide!
!
You can write me at stcarbe@gmail.com -‐ feel free to add me on
Facebook as Salvatore Thomas Carbè if you have more questions relating to
this content!
WISH YOU!
TO RUN A SUCCESSFUL!
DIGITAL AUTOMOTIVE!
BUSINESS!!