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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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