In 2014, due to safety concerns, Toyota issued a recall notice for a power inverter on its popular Toyota Prius. Nothing abnormal. But for the fact that, even after the recall was fixed, customers continued coming in with issues – hundreds of them – and that’s when Roger Hogan’s dealership decided enough was enough.
According to an article on thedrive.com, he chose to voluntarily discontinue selling these models which resulted in an estimated $1 million worth of inventory parked on the lot. Roger was unwilling to sell these vehicles because he didn’t believe the recall fix would, in fact, make them safe for his customers.
Toyota responded, stating that the recall fix “lessens the likelihood of failure,” which simply wasn’t good enough for Hogan. He is adamant about keeping his customer’s safe. He voluntarily stopped selling these vehicles and, subsequently, filed a $100 million lawsuit against Toyota, claiming that the manufacturer failed to fix the problem. He also reached out to the National Highway Traffic Safety Administration (NHTSA).
Hogan’s actions could be viewed as admirable in an industry that cannot afford to “sit on inventory.” Hogan decided to do what he believes is the right thing by refusing to put his customer’s lives in jeopardy; risking a significant financial loss by sitting on inventory. The exact action no dealer ever wants to take. Yet, he did it voluntarily. Why?
According to Mr. Hogan, “A recall is supposed to prevent the incident from happening. It’s not supposed to be you fix it after you’ve experienced the horrific event, you’re supposed to prevent that event from ever occurring… Why should you be allowed to put someone’s life in danger?”
In this case, the dealer saw that the recall repair was NOT solving the problem and, rather than continuing to sell the vehicles, shelved them in the best interest of the consumer. Recalls are a multi-level problem involving the OEM, consumers, dealers and government agencies. Most cannot be simply solved just by a manufacturer issuing a fix. In a perfect world, that would be great. But, just like in our government, there is a checks and balances system that involves the manufacturers, dealers and, ultimately, the affected consumers. I am not suggesting that this is a solution for every dealer, I am just highlighting an interesting occurrence in our recall world, one that we can all perhaps learn from.
It’s clear that Hogan made a decision which he believed placed customer safety as a priority. For that stance, it’s hard to be critical. In fact, he has my respect. He refused to sell vehicles that he feels are unsafe, despite completing the required recall repair. The ultimate goal should be to ensure all vehicles consumers drive are safe for the sake of the vehicle owners and other drivers on the roads. Did he do the right thing? The lawsuit will reveal whether Hogan went too far or if Toyota didn’t go far enough. Very interesting happenings going on.
For many consumer watchdog groups and dealers Hogan’s actions make him a figure of lore – a David among Goliaths, a superhero among Gotham’s villains. And, sometimes, we need a Batman to stand up to the powers that be to make that happen.
Source: Drive Sold-to-Service Converts
Address Pain Points to Win Them Back – and Keep Them
In addition to marketing to your dealership and informing customers of Service Department amenities and specials, target the pain points listed above to overcome customer perceptions. If a new car buyer misses their first scheduled maintenance appointment, offer deeper discounts or savings on bundled maintenance packages to overcome the inconvenience of your location and compel them to choose your dealership over the competition. Emphasize the acceptance of walk-ins and the availability of loaner vehicles or shuttle service, if available, to solve the comfort factor. And promote your factory-trained technicians and genuine OEM parts selection. That way, your customers will know that in your service lane, their vehicle will receive the utmost care – something the other guys can’t guarantee.
Having a top rank in SERPs (search engine result pages) is crucial for car dealerships – it’s no wonder why SEO is considered a crucial strategy for many car companies.
In the last few years, SEO has evolved as a technique like never before. It is implemented at a high level to gain the required traction of the target audience.
With the changes in algorithms, the way automotive consumers tend to search has updated a lot. Whether it is being mobile first or the growing popularity of voice searches, these SEO trends have emerged in such a way that they decide the factors that impact the dealership’s website rankings directly.
But SEO is often mistaken for being a one-time hack. On the contrary, it’s a long term strategy. To ensure that you are able to attract customers organically, you need to work on optimizing your dealership’s site continuously. Search engine algorithms are always changing, so you need to have a smart approach to be able to adapt to those changes quickly.
I know, it sounds like a lot of work. However, there are several SEO tools that can help you with this and get your site optimized.
In this post, we’ll take a look at 8 such easy-to-use SEO tools to help you improve your website rankings.
GTmetrix is a site analyzer and optimizing tool. It tells you everything you want to know about the performance of your website. It is a very effective tool to gauge the loading speed of a website.
Image via GTmetrix
You can test the loading speed of your website from different locations. GTmetrix has 28 servers located in 7 regions across the globe.
It tells you everything about the loading time, or the total number of requests being handled at different times. You can also set up alerts that’ll be triggered by your page if it faces certain conditions. GTMetrix displays a video of your page while it’s loading which helps you to identify any bottlenecks.
SEMrush is another great SEO tool for businesses. It helps digital marketers to do keyword research and analyze keyword strategies used by their competitors. What’s more, it helps you run SEO audits of your content, find backlink opportunities, optimize landing pages, and more. With the free trial version, it has become quite popular among the masses.
Image via SEMrush
SEMrush also helps you track the kind of traffic your website gets, in terms of paid and organic. The tool allows you to identify new keywords and their potential. SEMrush helps you craft better content and learn effective content marketing strategies as well.
Auditing your backlinks can be a hefty task, but Majestic makes it all very easy. It is a great tool to analyze how trustworthy your backlinks and referrals are. With the help of its site explorer tool, you can analyze a domain or URL in depth.
Image via Majestic
The backlink history checker enables marketers to audit backlinks detected by Majestic’s sophisticated web robots. You can compare backlink histories of competitors too. In a nutshell, Majestic provides you with an advanced link intelligence map with plenty of useful data.
SpyFu is a very important tool to gather information about your competitors. Simply by entering a domain name, you can find out all the keywords your competitors are using. In fact, all the ad variations they’ve used by far will be shown as well.
Image via SpyFu
This can prove to be immensely valuable in gaining an edge over your competitors. You can also increase your web traffic with the help of useful recommendations.
Additionally, the tool enables you to connect and build important partnerships. SpyFu keeps you informed about every domain that bids on your AdWords, and suggests the AdWords you should be bidding on. It even tells you the ranking history of a website or web page using a keyword.
#5. Pro Rank Tracker
Pro Rank Tracker is a free cloud-based keyword rank tracking and reporting solution. It can prepare and provide advanced reports for your website by providing you with information on the keywords your website is ranking for, and suggest the keywords you must target.
Image via PRT
Pro Rank Tracker is suitable for businesses of all sizes. It is one of the best rank tracking tools available today. Its state-of-the-art algorithm gives you the latest, most accurate results about the ranking of your website.
The tool automatically tracks the ranks of your web pages. You can specify the search engines you want to track. It even allows you to track the ranks of your videos on YouTube and other video channels.
#6. Moz Pro
Moz Pro is an all-inclusive tool which takes care of all your SEO requirements. With a simple and easy-to-use interface, the tool provides you with analytics and insights to give your search engine rankings a boost. Its free add-ons such as Open Site Explorer and Keyword Explorer are also particularly useful.
Image via Moz
Their popular Chrome extension called Mozbar provides information about a page’s Domain Authority and Page authority directly on the browser. This is pretty handy for a basic competitor analysis.
Moz Pro helps with rank tracking, site crawling to uncover issues, on-page SEO optimization, link profile analysis and much more. Lastly, it can also assist with content management to ensure that businesses are able to promote the right kind of content.
#7. Crazy Egg
Crazy Egg is a very popular tool for click-tracking and heatmap generation. This tool is quite different from most of the SEO tools available today as it helps you track the behavior of your visitors on your web pages.
Image via Crazy Egg
You need to embed a small code on the pages of your website and this code will help track visitors that come to your pages.
Who are clicking on your pages? What are they avoiding? Are there any bottlenecks because of which they abandon the website? Which portion of the web page is most beneficial for conversions? Crazy Egg helps you answer all these questions with the help of heatmaps they generate.
If your website content is a copy of some other page, it hurts your credibility and SEO. As Google is known to penalize duplicate content, your search engine ranking can be negatively impacted as a result.
Image via Copyscape
Copyscape helps you avoid any issues with duplicacy. It is a tool that helps you to check for plagiarized content by scanning and monitoring web pages with ease.
It can send alerts if your content is copied and or if it is being used elsewhere. Its sister site Siteliner can detect duplicate content within a website. What’s more, it also checks broken links and more.
SEO is a continuous process. The digital landscape is dynamic and ever-changing. So you need to continually monitor the performance of your site and optimize it.
There can be a host of problems on your site – with meta tags, copy, fonts, images, coding, broken links etc. SEO tools can help you uncover these issues. Once you are aware of them, you can fix them so as to provide a great experience to users.
Which are your favorite SEO tools? …Let us know in the comments window below.
The Internet – 2018
- As of 1st January 2018, the total internet users across the world was 4,156,932,140 (that’s over 4 billion users)
- 2 billion of the world’s internet users are located in Asia, where their population is just over equal to the total internet users across the world
- In January 2018, data reveals that 3.2 billion internet users were also social media users
- As of January 2018, the world’s population was estimated to be around 7,634,758,428. Over half of the world’s population is using the internet
- On 10th April 2018, there were over 1.8 billion websites recorded on the internet
- In 2018, China has the most active internet users in the world, at 772 million users. In the year 2000, this figure was around 22.5 million
- Some of 2018’s top Google searches included iPhone 8, iPhone X, How to buy Bitcoin, and Ed Sheeran
Social Media – 2018
- As of January 2018, Facebook alone had 2.2 billion monthly active users. Facebook was the first social media website to reach over 1 billion accounts
- YouTube users in 2018 have surpassed the 1.5 billion mark, making YouTube the most popular website for viewing and uploading videos in the world
- There are now over 3.1 billion social media users worldwide in 2018, which is an increase of around 13% compared to 2017
- Comparing January 2018 to January 2017 figures, Saudi Arabia is the country with the largest social media usage increase at an estimated 32%
- Instagram is most popular in the USA and Spain accounting for around 15% of total social media usage in these countries in 2018
- In France, Snapchat is the second most popular social media user account in 2018, with around 18% of users countrywide
- Facebook continues to be the fastest growing social media network, with around 527 million increase in users over the last 2 years, followed closely by WhatsApp and Instagram at 400 million
- In 2018, 90% of businesses are using social media actively
- 91% of social media users are using their mobile phones, tablets, and smart devices to access social media channels
- Nearly 40% of users would prefer to spend more money on companies and businesses who are engaging on social media
Websites and Web Hosting – 2018
- As of 2018, WordPress powers 28% of the world wide web with over 15.5 billion page views each month
- Apache hosting servers are used by 46.9% of all available websites, followed closely by Nginx at 37.8%
- 2018 sees 52.2% of website traffic accessed and generated via mobile phones
- In the last 5 years, since 2013, website traffic accessed by mobile phones has increased by 36%
- As of January 2018, Japan’s share of website traffic mainly comes from laptops and desktop computers at a measured 69%, compared to 27% on mobile phones
- With over a billion voice search queries per month, voice is estimated to be a high trending digital marketing strategy in 2018
- Google is the most popular search engine and visited website recorded in 2018, with over 3.5 billion searches each day
eCommerce – 2018
- In the U.K. for 2018, ZenCart has the biggest market share with over 17% of .uk web address extensions using the software provider
- In the U.S. as of February 2018, over 133 million mobile users used the Amazon app, compared to 72 million users accessing the Walmart app
- Nearly 80% of online shopping results in abandoned carts, but we have some handy tips to ensure you can recover your marketing strategy
- 2018 sees a 13% increase in eCommerce sales since 2016, with the majority of sales being recorded in the U.S. and China
- 80% of U.K buyers use online commerce research before purchasing a product online or offline
- Under 33% of U.K. consumers want to pay more for faster delivery, but 50% said they would be willing to accept delivery via drone
- An estimated 600,000 commercial drones will be in use by the end of 2018 in the U.K. alone
Domain Names – 2018
- As of April 2018, there are just over 132 million registered .com domain names
- In the month of January 2018 alone, there were 9 million registered .uk domains
- 68 million copyright infringing URLs were requested to be removed by Google in January 2018, with 4shared.com being the highest targeted website
- 46.5% of websites use .com as their top level domains
- Approximately 75% of websites registered are not active but have parked domains
- From 1993 to 2018, the number of hosts in the domain name system (DNS) has more than doubled, reaching over 1 billion