Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
I recently read a post on why training dealers on SEO is not a waste of money and I’ve got to agree. As a member of a digital marketing team, I can see how having educated clients both makes my job easier and makes our strategy infinitely more effective.
I’d like to kick the can a bit further here and suggest that there are a few Digital Marketing practices that can truly excel in house rather than being done solely by someone on the outside. Three of these, which are hugely important pillars of a good Digital strategy, are Social Media, Content Creation and certain Link Building strategies.
1) Social Media (Google+, Facebook, Twitter) – Social Media, done in house, can prove to be a lot more effective in accomplishing the goal of even having Social Media. Having a Facebook page, for instance, means humanizing your location and you brand. It means becoming more than just a car dealership but an active member of a community.
My big question here is, who is better suited to promote one of the great reasons for having social media (humanization of a location or brand)- an employee of the dealer itself, (someone sitting right in the dealership) or someone sitting hundreds or thousands of miles away that doesn’t have as strong a connection to the dealership?
The answer should be obvious. Someone working at the dealership can definitely represent the dealership in a more conscious and realistic way than someone who is not involved with the dealership. A dealership employee knows exactly what is going on at the store, what sales will be running, what’s on the showroom floor and has access to all of the other employees. They can really make the big difference in representing the dealership via Social Media
2) Content Creation – There is nothing better than real, relevant and non-spam content. Good content pleases two entities: The consumer and Google. When a consumer stumbles upon some poor content that really gives no sense of connection to its subject (your dealership), they don’t really feel too good about. When Google stumbles upon that kind of content, they kick it around a little and give it a poor rating and may not index it if it is REALLY bad.
A dealership employee can write REALLY relevant content if they are trained properly. Who else has his or her finger closer to the pulse of a rooftop than someone who spends every single day under it?
A dealership employee who is trained in the Kung Fu of content writing can effectively deliver relevant news and information directly to their customer base. They can produce a piece of writing that has a sense of where it comes from complete with local geographical lingo and the appropriate accent.
3) Link Building – Some advanced link building techniques, such as forum posting, can deliver great, diverse links and create a connection with a community all at once. If you live in an area that has a Performance Cars culture, chances are there is an online forum for it.
By tapping into that forum, you can represent your dealership or brand and make great connections within the community all while creating diverse new links. By becoming a presence in a community, as a dealership, you become a respected institution to tens, hundreds, maybe even thousands of people who live and breathe automotive.
It’s true, all of this stuff can be easily outsourced and it can be mostly effective. It’s also true, that after a good training course, a dealership employee can excel in doing these jobs in tandem with a digital marketing firm or on their own.
If you want to be an educated dealer trained in the art of SEO and Digital Marketing, don’t forget to check out the next edition of the Automotive Bootcamp presented by First Class Educators. It will be held at the Monte Carlo in Las Vegas on May 15, 16 and 17.