Look 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.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.