Improving General Motors’ Digital Strategy

Presented by: Ashley Maynard

Current Digital Strategy

Promoted through:

Increase inbound and content marketing efforts to attract more qualified prospects and keep current buyers interested

The Big Idea

Blog

Drive the District Fast Lane

Losing opportunity! GM’s blogs are rarely used or promoted

Email and Content Offers GM is currently not creating and distributing content

that isn’t product-focused Need to find a way to cut through the clutter!

Target Audience

Target audiences oftheir 4 main brands

Current owners and prospective buyers

Tools & Tactics Promote blog through social media Promote content offers through email Utilize SEO

Measuring Success Goals:

Attract more qualified prospects Keep current buyers interested

Campaign ran for a 12-month period Measure lead generation and social

engagement metrics

Budget According to Keyword Spy:

“Family Vacation” $2.34 CPC Search volume of 550,000/month

“Packing list” $1.35 CPC Search volume of 301,000/month

Budget of $1,000-$3,000/month for unique key words/phrases So there’s a total budget of $12,000-$36,000 for a 12-month test

period

Summary GM can adjust their current digital strategy to attract

more qualified prospects and keep current customers interested by: Continuing to create meaningful content on blogs Create content offers for target audiences Promote blog through social media Promote content offers on blog and email lists Utilize SEO and buy keywords to match blog posts