Greg Gifford Joins DealerOn as Director of Search & Social

DealerOn.com, the premier website and digital marketing provider for American car dealers announced the hiring of Greg Gifford as their new Director of Search and Social. “Having Greg on board to oversee our search and social team will bring DealerOn to the next level in the automotive digital marketing space,” noted Ali Amirrezvani, Chief Executive Officer. “His industry knowledge, proven track record, and local search experience are an invaluable addition.”

With over 15 years of online marketing and web design experience, Greg has specialized in automotive SEO for the last five years, helping hundreds of auto dealers thrive while the industry has struggled during the recession. Greg speaks internationally at both automotive and SEO conferences, teaching thousands of small business owners and marketers how to get their sites to rank higher in local search results.

Amirrezvani noted “Greg understands what it takes to succeed in the local search and social media world. We couldn’t be more excited to have him as a part of the DealerOn team, and look forward to the massive impact he’s going to make on behalf of our dealer clients..”  Mr. Gifford is an international SEO speaker, and currently serves as a member of the Board of Directors for the DFWSEM, an organization dedicated to promoting search engine marketing through best practices. He is one of the most sought-after Local SEO speakers in the country, so organizations interested in his speaking availability should make their inquiries well in advance of their events.

Greg Grifford brings a level of SEO experience that is unmatched in the automotive industry, and he will lead DealerOn’s SEO services to a new level of excellence. Greg is a lifelong Texan who graduated from Southern Methodist University and has spent his professional career in the Dallas Fort Worth area.

DealerOn, Inc. is the premier website and digital marketing company serving the retail automotive industry.  DealerOn has become noted in the industry for their Marketing Dashboard, documenting the precise impact of their services for every new customer.  Since creating this process in 2009, DealerOn has documented an average increase of over 200% in lead volume for their auto dealer clients.

Aynsley Zulpo Joins DealerOn’s Regional Account Executive Team

DealerOn, the leading website and digital marketing provider for car dealers adds Aynsley Zulpo to their Regional Account Executive team. Zulpo has over 16 years of experience in the automotive industry, and comes to DealerOn from the Automotive Division at Call Source. “Aynsley has an impressive track record of bringing dealerships together with the online marketing tools they need to succeed,” said Ali Amirrezvani, CEO & Co-Founder of DealerOn. “Having her on board will be a huge asset to our dealership partners.”

During her six year tenure as a Regional Sales Manager at Call Source, Ms. Zulpo increased her customer base by 956% and monthly revenue gross by 2300%. She was able to retain and grow her client base by providing amazing customer service, while delivering measurable results to her dealers.

Prior to her time at Call Source Ms. Zulpo spent ten years with Cox Auto Trader, rising through the organization to become their Regional Director. In that role she launched a premier publication that helped to revitalize print products while maximizing value to both her customers and her company. “Over and over, she has demonstrated that the goals of her customers are her goals, and that is the kind of attitude we strive for at DealerOn,” noted Mr. Amirrezvani. “We are incredibly excited to have her join the DealerOn team.”

Aynsley earned her Bachelor degree from Appalachian State University and currently lives in North Carolina. She has spent the last two decades helping car dealers grow their business.

DealerOn, Inc. is the premier website and digital marketing company serving the retail automotive industry.  DealerOn has become noted in the industry for their Marketing Dashboard, documenting the precise impact of their services for every new customer.  Since creating this process in 2009, DealerOn has documented an average increase of over 200% in lead volume for their auto dealer clients.

Pull Demographic Data from Your Google Analytics

Almost every month Google provides some new, interesting, beneficial improvement to Google Analytics. In late 2013 Google began providing rich data about the demographics and interests of your website traffic. At DealerOn, we’re always trying to use data to improve the customer experience for our dealers, so I wanted to show you how to use Google Analytics Demographics information so you can learn more about your website visitors and understand how your site is serving them. The first step is to set up the Demographics reporting in Google Analytics.

Setting Up Demographics Data

When you log into Google Analytics, you will see a screen like this:

 

If you click on the text “Age” under the Audience>Demographics section, you will get the screen below. Click on the “Enable” button. You will get a message that says “Congratulations! You have successfully enabled the Demographics Reports. While you can access them now, it may take up to 24 hours before there is data available in these reports.”

In a few days or weeks you will have enough data to start analyzing the demographics of the traffic that is actually coming to your site. You’ll be able to see the:

1)      the ages of the traffic coming to your site (18-24, 25-34, 35-44, 45-54, 55-64, 65+),

2)      Sex (split of male/female)

3)      Interests (Affinity Categories like Movie Lovers, Auto Enthusiasts)

4)      In-Market Segments like Autos & Vehicles/Motor Vehicles/Motor Vehicles (Used)

There’s a treasure trove of information that you can take advantage of to improve your own marketing efforts as well as make sure that you’re delivering a great customer website experience. For today, I want to touch on Age and Device (mobile vs. tablet vs. desktop). In the past, my colleagues and I have talked about the importance of mobile and responsive websites, but when you break down demographics for a dealer’s website traffic, the importance of mobile and the younger demographics becomes stark. For one of our highest trafficked sites, here is the breakout of Mobile/Tablet/Desktop for 18-24 year olds:

For ages 25-34 and 35-44, Mobile is still higher than desktop, even without including Tablet traffic. Too many dealers are still assessing their websites based on browsing the site at the dealership on a computer. For many sites (you should check yours), the majority of traffic from your target demographic may not even be seeing that version of your site. If you’re a Kia dealer and your brand is targeting young professionals, then your mobile site experience is paramount to your digital brand. You should check to see whether the advertising that you’re doing is focused on younger demographics and that your site is delivering a good experience for them. We’ll explore other ways of using this demographics and interest information to make better marketing decisions over the next few weeks.

Let me know if you have any topics you’d specifically like us to cover on how to get the most out of your Google Analytics Demographic and Interest data.

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