Spring 2010 looks to be huge, is your dealership ready?
Marketing and advertising your dealership has gone from mass channels such as radio and TV to a more personal and on demand approach. Instead of repeating a broad message, today you need smaller more people centric messages. It’s not that marketing your dealership has died, it’s just changed. Today people have more power and more choices. So what’s the best way to reach them?
Be Accessible.
Whether it’s your website, your Facebook page, Twitter or You Tube or any other number of sites, there are more ways to reach more people than ever before. Can your prospects and customers engage you on multiple platforms? Some people prefer to submit a form, others prefer to call, many still use email and an increasing number would rather use Facebook or other social media sites. The lesson here is simple don’t limit access to your dealership to your website and phone.
Be Active.
You don’t have to sit at your desk and post Tweets all day. However, do post something regularly. I would suggest at least three to five times a week. More importantly set up alerts to notify you when your dealership is mentioned.
Short and Sweet.
Because of all the ways to reach people today, this is more important today than ever before. One of the biggest mistakes you can make is to send a long email or posts on your social media sites. Use just 10% of your message at a time, so if you want tell prospects about a car and your description is 500 words send to them in 50 word increments. Brevity is king, when people see long email messages they tend to put off reading it.
In closing this is an exciting time to be in the car business. A lot of people have been waiting to buy that new car, waiting for the economy to settle down, waiting for credit to open back up. This spring should be one of the best in a long time. Now is the time to make sure that your dealership is ready. Feel free to call me if you have any questions on how you can put Social Media and your website to work for you.
TK Carsites Recognized For Excellence in 2009 Automotive Search Marketing Report
The Automotive Search Marketing report issued by the Pasch Consulting Group identifies TK Carsites as one of the top website platforms in the automotive industry.
Brain Pasch presents Joe Turner two ASMA Awards
FOR IMMEDIATE RELEASE
The Pasch Consulting Groups 2009 Automotive Search Marketing Architecture (ASMA) report released at this years Digital Dealer Conference recognizes TK Carsites as one of top industry leaders in automotive website platforms. Major improvements to TK Carsite web platforms including a Google SEO compliant inventory module, embedded blogging , and dynamic homepage banner graphics earned them the Super Charged Search Marketing merit award.
The 2nd annual ASMA report seeks to provide car dealers with an unbiased evaluation of automotive website platforms and integrated search marketing tools. The 2009 ASMA study included a review of 34 automotive website providers and highlights 9 companies as industry leaders in automotive search marketing.
TK Carsites "Super Charged Search" award was based on their utilization of search marketing strategies that are not leveraged by other automotive website vendors. According to Brian Pasch, CEO of the Pasch Consulting Group and underwriter of the ASMA report, Microsites and landing pages are not new to the search marketing community, but how TK Carsites implements these two strategies delivers unparalleled results.
In addition to their cutting edge on-site SEO tactics, the company also offers off-site SEO services and social media marketing tools that generate traffic formerly unheard of in the automotive industry. Pasch added, Of all website providers reviewed in this study, TK Carsites is the only vendor we consider who is pushing the SEO and Social Media envelope.
This years top rated platforms received the first ever engraved ASMA award in honor of their achievement. The results of the 2009 ASMA report were announced to attendees of the 7th Digital Dealer conference in Nashville.
More information about TK Carsites is available online at http://www.tkcarsites.com/
About Pasch Consulting Group
The Pasch Consulting Group is an automotive Internet marketing company and works with all major dealer platforms when providing Internet marketing services to car dealers across the nation. PCG focuses on off-site SEO strategies, geo-targeted lead generation, search engine marketing and Internet reputation management.
Brian Pasch is the CEO of the Pasch Consulting Group. Brian is a 20-year veteran of the direct marketing industry. His career has spanned both management and technology roles.
PCG works for and with an ever-growing number of businesses large and small from all over the country to maximize results of their digital marketing efforts.
Visit their automotive marketing website at: http://www.dealer-seo.com
Another award for TK Carsites! Way to go guys.
Nashville Digital Dealer Conference shows business improving
- Business is returning to car dealerships
As I sit here in the Nashville Convention Center and look around at the crowd mulling about exhibit hall, and the standing room only crowds in the breakout workshops, it's clear to me that business must be coming back.
The dealers that I spoke with are looking to improve the way the reach customers and market their stores. It seems like the biggest crowds were at the workshops and booths that featured SEO, SEM and Social Media.
I think it not only signals that business is coming back, but that a fundamental shift it the way dealers will approach marketing and advertising in the future. I remember several years ago when the crowds were gathered around workshops and booths that featured websites.
Are you prepared for the future? Are you using Social Media to engage your customers? If your not then you may want to start.
How to use Twitter to drive traffic
Social media sites can drive traffic to your store
Today’s road to the sale, Building Rapport and technology
This month I am taking a look at the Road to the Sale and seeing how I might adapt the steps for the new digital world. The other day we looked at the Meet and Greet, today let’s look at building rapport.
Deep down, I still think that the greatest job in the world is selling cars. I loved it on day and part of me longs to do it again. If I were selling today, I would be a Social Media PRO. Notice that I said “I” and not the store.
Personal Branding today is so easy and yet so important. If you sell cars today and do not have a Facebook page, you’re crazy. Not only would I have a Facebook page but I would buy those little ads in the youth league and school programs and point them to my Facebook site. I would have a Twitter account and talk about the car business, talk about new models that are coming, talk about your service department, send out seasonal reminders about wipers etc… The point is talk about anything that’s interesting to you.
On your Facebook page talk about your family, post pictures of Little League games etc.. but as Paul Rushing so aptly pointed out the other day, do NOT try to sell via Facebook. Instead use Facebook to “Sell Yourself.”
Remember this business always has been and will always be a people business. And one of the first lessons in this business is “People buy from people they like.” So use Social Media sites to show potential customers why they should like you, in other words establish common ground.
Previously, I mentioned that you as a Salesperson should have your own Facebook page. The store should have either a Fan Page or Group page. The store’s page should be used to send out “press releases” about your store, your brand, your market etc.
You should also use this page to provide customers an easy forum to communicate with your dealer. I am currently reading a book titled “Socialnomics” that cited a recent study that said a majority of people would rather do without their email than their social networking. Today’s consumers are far more likely to blog about you than email you. If you provide them the space you’re more likely to stay on top of potentially irritated customers and respond promptly to save a relationship. And in today’s market that’s what its all about.
If I were a General Manager, Owner or Service Manager I would make sure that my Service advisors have a Facebook page as well.
I believe that technology has actually made the “Establishing Rapport” part of the road to the sale easier than ever for those that are willing to embrace it.
Just a thought…
Today’s meet and greet, what is it?
Design or Potency, which is more important?
When it comes to your dealership's website which is more important, Design or Potency?
I would argue that while design is important potency means more qualified leads, and I will take qualified leads all day long. Over the past 10 years we've seen a lot of change in the business, especially on the website front. Websites today are without a doubt the most important element of the dealership's overall marketing strategy.
When it's time to redo your dealership's website here are a few things to keep in mind.
Can you tie your website to your current marketing plan quickly and easily? In other words if you're running a campaign featuring a $199 a month payment on your radio and print ads, can you tie that same promotion to your website?
When considering design or look and feel of your website, ask yourself a very simple question: Will it help me sell more cars?
If the answer is NO, then stop and go in a different direction. I've been in this business a long time and I have seen things that some dealers insist be on their website that have absolutely nothing to do with selling a car. Just because it's cool or it looks good does not mean it will generate leads. Isn't that the whole purpose of the website, to generate leads?
There are a lot of website providers today, far more than when i was an Internet Manager. So you have choices, so don't fall for the flashy pitch. Instead dig a little deeper and ask about how they optimize website. Ask them to really show how they do it. Don't just take the buzzwords of the day and assume they know. Have them actually show you on a real site.
Get your friends and family to mystery shop for a car. Have them search online for that car and get inside the mind of a "car buyer" and stop being a dealer for just a moment and see what they see. Now ask yourself, how can I make my website make their search easier. That's the secret formula, make it easier for the customer to buy from you and ....You Win.
So which is more important..Design or Potency?
Just a thought...
DVDs? How about simple online videos?
I just read another article where Chrysler is scrapping the traditional Owner's Manual for DVDs.
It's great that they realize that the printed owners manual is a thing of the past. But instead of DVDs why not simple online videos?
Online Owner Guides could be posted on the dealership website and easy to access or even online sites like You Tube. They could very easily be updated or changed. and cost thousands less to prouce and maintain.
Just a thought...
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