Internet Marketing for Car Dealers is a Four-Point Attack
When car dealers ask how to improve their internet presence, they are normally looking for a simple answer. The simple answer is that there is no simple answer, that each dealership and market is completely different from the rest, and that the cost of marketing on the internet depends on so many factors, it cannot be generalized.
With that said, there are four points that should be considered when putting together an internet marketing campaign. Are there more? Of course! But the four listed below should be the primary methods that a car dealer uses to improve their internet sales.
Two things need to be assumed before continuing. First, the dealership's website needs to be top-notch. Second, they must be willing to spend money. Too often, I see dealers shell out tens of thousands of dollars a month, then balk at a couple of thousand to spend on internet marketing that will actually yield more sales. It could be an ego thing, or it may be just old-school prejudice against the internet, but either way, a successful car dealership that wants to continue to succeed into the next few years needs to loosen the straps on the cash bag (or simply redirect wasteful spending on traditional advertising) and put out a real internet product.
1) Advanced Search Engine Optimization -- People use the search engines to find information about cars and the dealers that sell them. It's that simple. While most automotive website providers offer SEO services, they often do not have a program that really works for their people. It used to work, but it's way to competitive out there to rest on that. Find a good company to help.
2) Search Engine Marketing -- Despite what many say, pay per click marketing is not a waste of money. Even dealers who are at the top of the organic listings still need a strong SEM campaign. Why? Because a good portion of people still click on whatever is at the top, regardless of whether it is sponsored or organic. Being at the top of both is the best way to ensure that clicks are not missed.
3) Email Marketing -- This is butchered by 95% or more of the dealerships and website providers out there. Internet marketing should be real people who want the emails (previous customers, sign-ups, etc.). Spam is not acceptable, especially from car dealers. Also, the emails should be basic. Multimedia emails never make it to the inbox. If it cannot make it past the spam filters, it's useless. Finally, emails should come from a trusted source. The vast majority of the emails used by dealers, whether through their CRM tool or the OEM, or even from their own domain, are completely worthless. If you aren't getting 80% or more of your emails through, you're missing out.
4) Microsites -- It's the buzz word. Why? Because it flat out works. Brielfy, microsites are what the third-party lead providers like Autobytel and Dealix use to get the leads that they sell to dealers. An unbranded dealer microsite will yield the same results, but the leads will be exclusive and much less expensive.
Car dealers, please investigate and learn these things. Ask for more details on Automotive Microsites or call Jim at 949-310-1727 with questions on these products.
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