Auto Parts eCommerce Marketing FAQs Pt. 1 | PSP #31

Auto Parts eCommerce Marketing FAQs Pt. 1 | PSP #31


episode 31 pitstop podcast and joined with me today the one the only miss Ashley Roberts and we’re gonna talk a little bit about frequently asked questions that she gets it up with all the time and we’re an answer [Music] okay cut it out with me again head of customer success Ashley Robertson what is going on not too much out here braving the cold weather and you know the elements yeah yes I love it got a lot of it I’m here where it’s you know 30 degrees outside feels more like 15 min chill factor and you know just craziness going on out there people forget how to drive and people forget you know all these things yeah but you know it’s been it’s it’s been a busy year it has yeah you talk to all of our all of our customers yep yeah in day out yep on the front lines yep love it movin and shakin yep and making magic happen just asking them you know hey what uh what do you guys want to hear about yeah I I always think oh this is you know a great great idea to do for podcast but it’s always good to throw some lines in the water and see what a see what our customer base our dealers are having questions about having problems with totally so what’s what’s one of the we’ll dive right into what is one of the you know most frequently asked questions that you get on kind of a daily weekly monthly basis yeah one of the big ones that I think is important is I get a lot of dealers that don’t really understand or maybe know about the difference between Google Shopping versus Google Adwords ya know what is that both serve ads how are they different yeah so that’s it it’s a it’s a good question right yeah and I mean oils down to the fact that you know sales service parts department they may not all use the same techniques it’s yeah I mean traditionally in in in in Auto Sales right you know especially on the car sales side of things you use traditional text ads or display ads or retargeting ads for to sell cars right and in and I’ve had this question asked opposed to me a bunch of times what is it shopping at I don’t know that you’re hearing that especially from you know the parts managers who really aren’t you know into a lot of the you know marketing discussions right as well as the service managers and sometimes the fixed ops directors and it’s usually the general managers or working side by side with the marketing team right and and they’re focusing more so on those those traditional Google search ads or Google text ads we’re retargeting and so on but shopping ads are you know really come into play when you’re doing a lot of e-commerce and product based and so shopping Google shopping campaigns or Google shopping ads and give you the ability to promote individual products especially when you have a lot of products and there’s Google has kind of like its own marketplace yeah we should actually insert a clip here yeah it kind of instigator to the Google shopping at so that people can view few one of these actually are thumbs up there so you know right up it right at the top of the Google search results there’s these little like tabs that has like images video right shopping right in if you open up shopping and it opens up this whole new marketplace where it’s very product based and you can go in compare yet price comparisons right there vendors shipping amounts I mean it’s it’s really easy to make a very quick you know search and it rare narrow things yeah it really speeds up your search process and in seeing you know who all those vendors are that are out there that are selling the products and allows you to kind of speed up you know speed up that process and start to figure out who you want to buy from right because it’s you know though there’s everything’s listed in there you there’s different promotions there are seller ratings just descriptions and it’s a really nice way to market your individual part your individual product whatever it might be and it’s very cost effective and pound for pound it’s it’s a great way to get your your your brand out there and advertise to to the Google space and we’re as traditional text ads and search ads have a tendency of being a little more you build a landing page possibly you know you can build daily landing pages or there’s there’s it’s a little more pricey at times depending upon what which keywords you’re bidding on and and so on but the great thing that you can do is you can your mind that you write right so you should be doing a little bit of both right absolutely and and you’re really starting to eat up that Google market share so you want to make sure that you’re implementing Google shopping campaigns as well as some search campaigns different types of search campaigns we’re not gonna tell you all those types right you just call stress our secret sauce that’s right the one thing I I think you know dealers and parts manage to understand too is when you when you click on that Google Shopping out it takes them right to the product page so they’re not going to your website homepage they’re not being directed to you know a landing page they’re going right to the product page so that like the cart buttons right right it is your product page really great for a motion you will usually see those the shopping ads where we’re all consumers most of us have been exposed to those and they’re the red up at the top you’ll type in an individual part or if you’re you know searching for an oven or whatever it is that’s right Zoomer it you’ll see those image ads right up at the top and those are Google shopping and and you know really it’s a it’s a really fast efficient way to get you from you know point A to point B and get you to that point of purchase and you know a great way to get get involved with get into the space Bing has Bing shopping as well and so you can utilize those but that’s that’s a great question we’ve we’ve been asked that a lot yeah and because it’s just once again it’s not used to sell cars so right you know is in those big you know dealership conversations not used yet to sell cars doesn’t come up as much it doesn’t come up right it’s not a strategy that’s implemented and implored right so you know if you have additional questions you can feel free to give us buzz and absolutely more than happy to you know it’s answer this for you but that’s really kind of 10,000 foot view of the world on those do shopping and and in search campaigns another question that we get asked a lot is you know I hear this all the time on my end is you know how can we create shipping efficiencies yep and it’s a big deal to to you know in a parts apartment it’s any anybody really selling products is it’s gonna have how can we make shipping more efficient yeah one of the big things that I like to stress to parts managers is you know a lot of the time they’re ordering boxes and packing materials but within your dealership I like to say are you utilizing the dunnage that’s already available so packing peanuts and and plastic wrap and boxes and bubble wrap from your service department they’re using these parts they’re opening boxes you know have them throw them in an area and then take it down to your parts department and use as much of reuse as much of that as you can yeah not only you helping the environment but you’re gonna save money too overall so totally there’s there’s a lot of there’s a lot of cost savings that can that can happen just from that and we’ve actually you know we’ve actually talked to you a couple of our partners who are close to other kind of like in big shops and in industrial type warehouses and stuff that they’ve partnered up with to get there get there get there utilize their box they’re done yeah and you know all these are not a lot of people pay to get rid of that so yeah I mean for you to say hey can I have your trash is you know just bring it over it’s not it’s not a hard sell the only caveat to that is you know obviously you don’t want to be shipping a honda parma stranded in in a Walgreens box right right you know like yep that’s why I always say direct from your dealership that’s best case scenario everything is already going to be branded – yeah where you need it to be so it’s it’s really easy to just reuse that totally another another big thing is you know I hear a lot of dealers that they’re not consistently shopping rates between USPS UPS and FedEx you get up and running you know you’re you’re selling parts one year two years you’re working with us you’re seeing growth every year you need to contact your your shipping carrier and really get the best possible rate as you increase your volume they can give you better and better rates not only that but sometimes just pitting them against each other well it’s not competitive because FedEx told me this I really want to keep using you know UPS but I’m getting I’m getting a better rate here is it worth it to you to you know meet this Raider or or beat it so that can be a really efficient way to to just save some costs year over year and also you know paying attention that really good point about the you know cross shopping the your shipping providers but also paying attention to what’s going on with the shipping providers too because and I believe it was UPS and they’re still I don’t think in and I apologize if if I miss quoting this but about a month ago they I believe is you EPS is is having like serious issues and they’re getting busy to go on strike yep and those things you know you need to be paying attention to the right that affects your transit time if you PS goes on strike you got a switch to FedEx USPS before you start getting negative feedback from customers saying where is my party or a week exactly yeah then you need to be prepared to leverage that mm-hmm a you know to UPS when they try to get your business back right and you know so really important to pay attention pay attention to that and also and it’s not just UPS it’s you know FedEx is having issues and USPS is having issues so always be paying attention to the place and what these guys are doing is is really really vital right and having more than one account set up to begin with so that you can make that switch really easily if you see a strike coming up if you know what’s happening make that switch same day it’s already set up yeah I like that another big thing I want to mention is you know parts departments depending on how many how much inventory you have that can be a pretty pretty big you know back warehouse area so if you have a lot of Parts Accessories that you know are fast movers it’s a good idea to put those strategically closer to your shipping station you know if you if you know that certain oil filters for from year make model are are very popular why put them you know upstairs all the way on the other side of of the department when your shipper is you know down busy yeah make it easy just keep a small supply right there on hand or try and work it out so that those supplies are relatively close total yeah and that’s something you know you can transition over time yeah makes sense what else do we are we getting a lot of questions so I get a lot of feedback asking should we be on social media is it really that important you know basically all questions surrounding that which which social sites should I set up should I be on it how do I do this it’s just it’s very new I think for some of the parts managers to be to be thinking about a social presence yeah obviously you know you can have a marketing company manage your social media if you’re just getting started and you want to start setting up those accounts and and trying that on your own you know good ones to set up Facebook Instagram Twitter I know a lot of dealers have also said to me wow it’s it’s really is this yeah really time consuming to you know put all that together and then post on each of these sites so I always tell them you know go set up a free like buffer calm account sync all your accounts that way you can just sit down once a month and schedule out all your posts and you don’t have to be thinking about it on a day-to-day basis or a week-to-week basis yeah I the simple answer to the question you know and more posed that question is you know should we be on social media the simple answer or responses is your is your dealership on social media right are you planning on staying in business yeah yeah you know and the answer to that 99.9999% of the time is yes right right and so you know you you need to be on social media if you plan on building a brand if you plan on you know being able to engage with customers and where customers are at and custom consumers are on social media there’s another way to tell them about your promotions your your big featured parts when you’re your new you know catalog gear is made available and you can you can create google shopping or excuse me Facebook shopping campaigns right I still believe this and and I Facebook has and exploited it as much as they should have or it might as much as they you know can at this particular point Facebook marketplace is going to attack mark my words they’re going to attack Amazon eBay it has it just totally makes sense because consumers are there right and it’s just there’s less friction from having to go from social social network to marketplace to make the purchase and where I can stay on social networks I can interact and engage read reviews and I can purchase at the same time and still see what my buddy is dealing and and then the brand can can communicate right have you know utilize Facebook Messenger to communicate with them in in a complete omni-channel experience like they they haven’t done it yet and the Facebook hasn’t exploited it as much as they should at this point my opinion right but mark my words it’s going to happen and it’s going to be a very very seamless frictionless EECOM purchase strategy or solution you know path if I leave in just being on social media you know if someone’s not following you they may become a follower through someone else following you so I know a lot of people might think all but then I have to go out and get all these followers to follow my account well you know yeah you you want to get followers that’s your ultimate goal but as you post more and as more time goes on that’s going to happen organically because you’re gonna show up in other people’s suggestions and you know people like your stuff it’s gonna show up on their timelines and so you know it’s just something to think about it’s another way you know to reach people yeah reach engage in another way for them to reach you which is and for you to tell that story right and you can feature products communicate in different ways across all those different channels you can tell that story on on on Facebook you can kind of be that as it’s Chris kind of like Chris our head of marketing likes to say you know Twitter is that stream of consciousness and you know Instagram really you know highlighting individual items assessories like just you know that visual perspective YouTube taking those those videos and in communicating or creating videos and communicating and storytelling a little more and you know installation guides how did you know how to videos and stuff so yeah you should be on social media if you plan on you know being in business like why are you gonna go through all this work right you know – and miss out on a segment where you could be gaining more people to hear about your business yeah that’s what it’s all about totally so three great questions yeah Ashley yeah I don’t you know get more questions and and yeah you know address more these kind of just FAQ sessions in the future just because I think it’s really good for our base to know what they’re thinking and then us to give them direct feedback on that ya know and we really appreciate everybody who you know gave us gave us some questions and we want more and send in my way more questions run for you here on the pit stop podcast Aaron waters AR [Music]


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