Operations

What Really Gets You Clicking On LCT

Martin Romjue
Posted on August 2, 2018
Recently, we received rankings on the most popular articles ever visited since LCTMag.com launched in 1999 based on site visitors and SEO-ranked Googlers. (Image: Pixabay.com / geralt)
Recently, we received rankings on the most popular articles ever visited since LCTMag.com launched in 1999 based on site visitors and SEO-ranked Googlers. (Image: Pixabay.com / geralt)

You may be receiving an automated e-newsletter every Saturday called “What’s Clicking,” which ranks the 10 most popular stories on our website each week based on visitor traffic, also known informally has clicks and eyeballs.

Gone are the days of printed and broadcast yore when media organizations did endless reader surveys and held focus groups to figure out what their subscribers really preferred to read or watch, and how to give them more of what they want. I remember once carrying around an Arbitron survey in my college-era compact car for a week as I dutifully documented my FM radio listening habits.

Going By The Numbers And Ratings

Thanks to the innovation of Google Analytics, there’s no doubt anymore. We don’t have to filter out what people think surveyors want to hear, or make themselves look good, versus what they really like. We get the numbers, and they don’t lie. It resolves the old dilemma where news consumers would, for example, commonly say they want to read more about environmental issues when what really charmed them was crime and tabloid slime.

Just from glancing at our numbers, I can say this: Those of you in LCT Land really like news about vehicles, and you worry a lot about Uber. How much money you’re making versus your industry colleagues is always a sure attention grabber. You don’t seem to be engaging as much with business travel news as we thought, or as you should. This all flummoxes us information suppliers with that eternal question: Do we serve you more candy or more vegetables? What is the right combination of both?

Recently, we had the chance to get the long view, and we received rankings on the most popular articles ever visited since LCTMag.com launched in 1999 based on site visitors and SEO-ranked Googlers. We figured this content must have lasting relevance. The links were listed in our July 5 edition of LCT E-News and then posted daily on our Facebook page during the second and third weeks of July. They can be accessed at www.lctmag.com/news or by typing in “Top 10” into the home page search bar.

The Most Helpful Limo Operation Tips Of All Time

After updating these articles, I’ve taken what I believe are the most helpful tips and recounted them here. What strikes me is how familiar it all sounds:

From the No. 1 ranked “What You Need To Know When You Get A Bus,” Sept. 2011: “Whether you plan to buy a limo bus, shuttle, or motorcoach, I suggest you first farm-out work to other companies in your area already running them to make sure you will get enough business. . . When you begin shopping for a bus, you may want to consider buying a used bus first. It will save you money.”

From the No. 10 ranked, “How To Start A Limousine Company In A Down Economy,” 2001: “It takes a mind-boggling number of potential customers to keep even a one-car operator busy. You have to meet people who are legitimate prospects for your service, and you have to keep meeting them every single day. In a down economy, there are fewer people in your pool of potential customers. Your job as an entrepreneur is to create wealth for you, your family, and eventually a team of employees. You are in a battle every single day. You must put yourself in a position to meet potential customers daily!”

From the No. 9 ranked “How To Get Into The Government Transportation Business,” 2014: “The most important first step to get in the government transportation business is to get certified as a qualified vendor. Government contracts target small-business vendors and set aside contract work for minority and women-owned businesses. . . Because government contracts run from one to five years and are based on past performance (as well as price), starting with a one-off contract is a great way to earn credibility and learn the intricacies of government contract work.”

From the No. 3 ranked “7 Secrets Of Highly Successful Luxury Limo Businesses,” 2001: “Highly successful companies will do valuations every two to three years, or when major events happen that could significantly affect the company’s value. Owners within two to 10 years of retirement or exiting the business for any reason should have a valuation done. Valuations should be secured before any sale, purchase, merger, partnership, and divorce or estate settlement. A valuation is an excellent tool to help obtain and keep personal wealth.”

And in the No. 2 ranked article, “Business 101: How To Calculate Per Vehicle Cost and Boost Profit,” June 2003, two comments hit home: “Operators should be doing about 15% to 20% [profit] if they’re doing everything right. . .You’re not going to be able to compete on price alone.”

Those bottom-line always-true comments came from the beloved industry consultant, educator, and former LCT editor Tom Mazza (1958-2012), now a lasting legend in the luxury transportation industry. The fact this 15-year-old web article keeps popping up in Google-land proves how words of wisdom will always endure and engage, whether clicked online or thumbed in print.
 

Related Topics: buying vehicles, finance, fleet management, LCT editor, Martin Romjue, motorcoaches, tips for success, Tom Mazza

Martin Romjue Editor
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