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Three Digital Marketing Strategies to Combat Holiday Traffic Trends

The Holiday Season can be a mixed bag for a lot of dealers. Some experience great traffic and sales while others are not so lucky. Whichever is the case, we have found, with few exceptions, organic website traffic will take a dive on Thanksgiving Day and continue to be flat or down until the day after Christmas before it falls again on New Year’s Eve.

This is an analytics snapshot for organic traffic from Nov 1 – Dec 31, 2014 from a major market Toyota dealer. It is a perfect example of the trend we see for dealers year after year.

Holiday Season Organic Traffic

The first thing to understand is that you are fighting against the demand of the market. Simply put, less people are interested in searching for your products and service during this stretch.

Here are three digital strategies you can use

  1. Swim with the current. Heavy up your paid search budget from now until Thanksgiving and then plan on heavy spending again for the five days between Christmas and New Year’s.
  2. Swim against the current. Out spend your competition between Thanksgiving and Christmas. Target the most important products/paid search campaigns, and push your impression share to the limit. Make sure a search doesn’t go by without being at the top of the results.
  3. The full Monty. Add a broadcast Automotive eCampaign into the mix. Take it a step further and reach out to the market. They are going to be shopping again…Remind them why they should visit your store.

Need some more information, or want to know what type of investment you should make? Give us a call and we can have you ready by tomorrow afternoon.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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