There are a lot of great vendors out there who offer some fantastic solutions in driving traffic to your web sites and ultimately into your stores. SEO/SEM is definitely the most powerful tool out there. I have been working in the automotive realm since I was 16 (40 now) and have seen the industry change drastically. I started in 2000 working with Internet sales and have been very fortunate to work for some large groups both in NC and now in MA.
Now to my point. The challenge has always been to know where to get leads. As I see it, what we need to focus on is that what do we do with the leads once we get them. Hence, the creation of BDCinMotion, LLC in 1996. If we are driving people to the web site with a call to action to "call for more information" do you know what to say? How do you set the appointment? Is your confirmation call effective and who is doing it? These are just a few of the questions to ask yourself. However, the bigger question is; If you are setting up an expectation online for your customer that they are coming to your store to have a great experience, will they? Is your floor process in line with your Business Development/Internet process? It needs to a symbiotic relationship between the two departments/Initiatives.
Any thoughts? If you have any questions, please feel free to contact me.