Internet Reflection: Steady as She Goes Part 3

May 30, 2013 / John Paul Strong / 0 Comments /

This is the final installment of a three part series that asks the question “Do we need to change up the plan? Read part 1 here, and part 2 here.

Internet PlanLook at your Internet with a full-length mirror because if there ever was a marketing tool that requires examination from top to bottom it is your online appearance, effectiveness and most importantly your processes.

The complexity of your Internet operation demands a sense of caution when considering change for change’s sake. We have added money to PPC and SEO but not without emphasizing the need for constant surveillance of online shopper response in the coming weeks. This type of diligence and especially with the depth of data that is generated regarding shopper visits is a must! More clicks are good but not unless your site layout is generating longer visits by providing immediate and relevant information.

Everything you do externally – such as direct contact or a sale event – must be reflected internally on your home page. Too many websites are operating in the gray with generic content at the precise time the dealership is promoting specials or big events. You also need to be sure your promotions have your URL plastered all over them!

Our industry is prediction-proof. The SAAR is a best-guess at best. But guess what, your market is going to keep buying and servicing and trading vehicles, and your dealership must do what you have always done – fight for a bigger market share. If anyone on your team says it’s time to put a fork in the plan, tell them to put that fork back in the drawer and find a tuning fork. The challenge in any type of market is to constantly fine-tune and not foul-up.


About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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