Automotive Digital Marketing

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A Public Thank You for Pasch Consulting Group (for getting my check voided)!!!!

So here’s my story. I was working in a used car store perfectly happy being a start to finish one man internet dept. Through circumstances I ended up taking over the “Internet Dept.” for the entire
organization, Papa's Dodge Chrysler Jeep. We are under staffed under budgeted and the expectations are very
high. I know that sounds very familiar to you readers.

We had a flashed based website…looked good to the owners’ friends but not to Google. 1st thing I did was switched to and their HTML very SEO friendly platform.

There are two things I am up against. The mentality of a Dealership with a website as opposed to an “Internet Dealership” with a showroom and…there are 8 other Dodge Chrysler Jeep stores within a 35 mile
radius…yes I said eight!!!!

First and foremost for me was to get as much of Google page one as I could. Worked on this for 6 months and we improved but I wasn’t getting enough visitors and in turn we
weren’t getting enough leads. While we improved our sales it wasn’t enough to
please the owner and you better believe it wasn’t enough for me.

What did I need? I either needed to add 3 more staff members at a cost of about $10,500. a month or I needed help. At Digital Dealer 7 in Nashville I had heard Brian Pasch from PCG (Pasch Consulting Group) speak. He had helped me out with a few things along the
way on this site (no charge) and I knew, he could help. I picked up the phone
and I asked. After a few hours (yes he put in the time to answer all my
questions) I put together a proposal for my boss. Here came the problem! You
all know what’s coming…“Where are you going to get the money from?” Well I knew
for this to work I needed both the SEO marketing package and to become a member
of The Automobile Advertising Network (AAN). The total was small enough, but
times are rough. I was able to eliminate some from duplication with services
from my website hosting company but the difference was still $1590.00 per

What was a Digital Marketing Manager to do? I wrote a check….my own…for $4770.00…if we didn’t hit certain #’s then the owner could cash it. Well it’s three months later. I have at the least 6 spots on Google
page one for almost all the search terms we are targeting. We have increased
visitors and leads through our website by 25% and have double the back links into
our site. I could go on and site lot’s of #’s (believe me, like most of you I
am a metrics freak) but I’ll just say this.

We have service micro sites that come up when people search for things like “Toyota radiator flush Hartford” ( we’re a Dodge Chrysler Jeep dealer folks). The service manger thinks he’s a star, but the
owner and I know where the increase in business is coming from. They have
helped with our twitter page, our FaceBook pages, our PR, and our overall
online presence. We have been the #1 Dodge, Chrysler, Jeep New and Certified
pre-owned dealer in CT for the last 3 months, (up from #3), now we are going
for New England. We may not yet be that “internet dealer” that I dream of, but
with the help of PCG and AAN we are so on our way!! The owner is even letting
me spend $10,000.00 to build an e-commerce parts and accessories site. No I
don’t have to write a check!!! What about the check you ask…here it is!!!!!

Views: 106

Tags: Automotive, Brian, Car, Consulting,, Dodge, Hartford, Papa's, Pasch, SEO


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Comment by Ralph Paglia on September 30, 2010 at 4:18pm
AJ - Thank you for one of the most compelling automotive digital marketing success stories I have read in a very long time... This is a great post to show that ISM or BDC manager that gets frustrated with all the road blocks and passive aggression barriers that he or she has been dealing with... Thank you so much for sharing a passionate and uplifting first hand experience about making a major break through and achieving your objectives with help from one of the ADM Community's most prominent members, Mr. Brian Pasch.

And to Brian... I know how it feels to see something like AJ's blog post, and am sure that you will react the same way... This is confirmation that "Doing the Right Thing" can pay off for business professionals!

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