Automotive Digital Marketing

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Cut Through the Bull- Take the Time to Do Your Own Research

After working in the car business for many years, and having the esteemed luxury of being able to dive in head first without any prior automobile experience I quickly found out that there were a lot of places to get “help”. With piles of trade magazines, weekly advice from OEM’s, and hundreds of websites out on the web to search through I found there were a lot of people sharing “advice”. It wasn’t until after I left the dealership did I really start to see the truth. At this point I should mention, after coming across this site in particular I have been very happy with that amount of people helping people. ADM is one of the best sources for information I have come across with their people power. I wouldn’t take the time to write a blog post for a site I didn’t believe in.

A Small Concession For Fairness Sake

Now I do realize people who are sharing information often times ask for some credit and should receive it, for example in the videos I post here and on youtube I certainly brand my company who shall remain unnamed at least in this post as to not appear hypocritical. For the most part I have no issues with “Trojan horsing” in a sales pitch into an article as long as it provides real value. That is the key, value that is what separates an article I love to read and one I loathe to read. A great articles that provides real value gives you some helpful information that doesn’t involve signing up with that company.

If the author takes the time to really provide helpful information to their readers, in my opinion, there is no reason they shouldn’t plug their company. The problem comes in where in the dealership; you are fed so much information that is just shameless fluff advertising that in many cases many dealership decision makers take as gospel. As someone new to the industry I had no idea this was the case and it took a little while for me to catch on. The owner of the dealership would come over with some advertising piece he brought back from a 20 group meeting and say something like “check into this!” It always seemed to be some article about how new and exciting something was and how it was going to change the industry forever, needless to say I haven’t seen it.

How to avoid the trap

Read all articles, I am a firm believer that everyone has something to offer, even if you have to look really really hard for it. At the same time, be skeptic, don’t take everything as truth, and be investigative. You need only look at the title and the by line for your first initial credibility check. If it reads something like “Third Party Leads Create Sales Revolution!” by “some guy at Dealix", be careful. (not picking on lead gen there are plenty of examples out there) Read it but do your own research, ask around, find other dealers who are using their product and talk to them. I should also point out, not to whistle blow but try and gather your own referrals for the company, I have seen it before where the person they referred me to did in fact use their product, but they were also on the take. I am not saying not to trust anyone, just take the time to be careful about taking too much “help” from anyone. If you are not taking the time to dig deeper you will be chasing your marketing tail forever.

Jeremy Hambly
SEO for Dealers (read more on our blog)

Views: 28

Tags: advice, dealer, dealership, help, internet, magazine, market, marketing, sem, seo, More…trade


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