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Micro-Sites: Gain More Online Traffic by Scott Haugen

Here is another great article I found in the new Digital Dealer Magazine talking about how Micro Sites can be a benifit to your store!

The meteoric rise in gas prices from an average of $2 a gallon to over $4 a gallon has caused a dramatic shift in our industry. Manufacturers are rushing to bring fuel-efficient cars to market as consumers elevate gas mileage to the top of their vehicle “must have” lists. This is a situation ripe with opportunity for your dealership. Although new car sales are down, lease penetration continues to increase (ALG Residual Value Report, Vol. 9, No. 4) and used car sales are booming. Now is the time to implement new lead generating interactive tools that highlight your inventory and lease specials. Now’s the time to look to micro-sites. Steadily gaining in popularity, cost-effective, and able to attract in-market shoppers looking for specific models in specific locations, micro-sites are worth a closer look.

What is a micro-site?
A micro-site is a supplemental web site focusing on a special event, product, or service unique to an organization. For example, a museum may have a main web site with information about their permanent collection, hours of operation, contact information, etc. When they secure a traveling exhibit, they may create a micro-site with all exhibit details. This web site will link into their main web site, but it is a fully-functioning entity with its own web address. As potential museum visitors hear of the traveling exhibit and go online to retrieve information, the micro-site pops up at the top of search engine results because it is specific to exactly the information for which they are searching. As a result, the museum generates more traffic and interest in the exhibit. The same idea applies to your dealership.

How would a micro-site benefit my dealership?
Let’s take the example of a lease special on a Ford Escape Hybrid offered by a Ford dealership in Portland, Oregon. With a population just under two million people, the Portland metropolitan area includes three counties in Oregon and two counties just across the Columbia River in Washington State. There are over nine Ford dealerships in the area, making for intense competition and an environment ripe for micro-sites.

To stand out from the competition and attract consumers in the area searching for an Escape Hybrid, the best tactical move for the aforementioned Ford dealership to make is to create a micro-site specific to the vehicle and lease special. Along with the lease special, this web site may include multi-angle photos of the vehicle, complete technical specifications and equipment lists, a link back to the dealership’s main web site, and of course, details on fuel economy and engine type.

Now, when a Portland-area customer enters “Escape Hybrid Portland” into a search engine, it is very likely the micro-site will pop up at the top of the list. This is due to the match between search term and site content, but also has much to do with the fact that micro-site content changes often and is therefore more attractive to search engine “spiders.” Once the special is over, the dealership can continue to use the same web address and site to promote the Escape Hybrid itself, and subsequent promotions, simply by changing photos and specifications as models change.

While bumping you to the top of search engine results and helping you to stand out from your competition are key benefits, another huge benefit of micro-sites is that they allow you to generate your own leads. Instead of paying third-party lead providers for thousands of leads with a miniscule closing ratio, you’re attracting your own highly-specific, highly- qualified leads through organic search engine optimization.

Our current economy is a valley of opportunity instead of a peak of high-volume sales. The trick is taking that opportunity and translating it into profitability for your dealership in the form of more used vehicle sales, fuel-efficient vehicle sales, and alternative fuel vehicle sales. Micro-sites can get you on the right track by helping you gain top-billing in model and place specific searches, so you gain more traffic at a reduced cost for greater profitability.

Scott Haugen is national sales director for Chrome Systems, a data services company that provides vehicle content, software, technology and services to deliver complete enterprise solutions to all segments of the retail automotive industry.


I have said this same thing over and over and over again!

Please call me or email me if you are interested in starting your Micro Site Inventory.

NewtonDigitalMarketing@gmail.com or (619)987-6987

Alvin Newton

Views: 9

Tags: landing, marketing, micro, online, pages, site, sites, stealth, web

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