2 posts tagged “autos”
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.
For car dealers, Grease is no longer the word. SEO is the word when it comes to buzz in the automotive industry.
As the market becomes exceedingly competitive, dealerships are forced into a battle with each other that goes beyond the standard price wars of the recent past. Positioning on Google and Yahoo! (and a little with MSN) can be the difference between getting deals and not even talking to customers.
People do their research online, especially in the automotive market. Most prefer to keep direct interaction with car dealers to a minimum, so more and more people are searching inventories, reviewing specials, and applying for car credit online. Being at the top of the search engine rankings is the key to success.
Still, search engine optimization remains a mystery to some. They know that they need it, but they don't know exactly how to get it. Many are listening to the "experts" in the field -- the automotive website design firms. This can be disastrous, as most have yet to understand the complexities of the monster that is automotive SEO.
Dealers can be susceptable to sales techniques that bring lesser known, lesser searched terms to the front of thought. As a result, many dealers are being wowed by poor techniques and inadequate service. Most companies are still operating with 2005 SEO tactics in mind.
It is important to have a company that is familiar with the newer terms, such as Universal Search, Social Marketing, and nofollow attributes. Most couldn't tell you a thing about these, yet their services are still high in cost and low in results.
Ask questions. Check references. A dealer like Washington DC Honda is able to place for search terms not only in their area, but in competitor's areas as well. Perhaps a better example is Mechanicsburg Ford. With 9 Ford dealers in a small metro area, it is important to place in town, around the area, and across the state.
While some companies are touting their ability to place for the long tail searches, dealers like Boston Toyota Dealers are able to place well for broader searches such as "Toyota Dealers" While that in itself does not create more leads, it is a good sign that the SEO is working properly on the optimization.
As always, the best advice I can give -- check references.
Car Dealer Network
