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Ok, so I chose to post this picture for 2 reasons. 1) To prove that I in fact had hair at one point of my life and, 2) it fit perfectly with the topic of this artcle.
I first learned the term “Dialed in” when I worked as a Sound Engineer in a recording studio in Vancouver, British Columbia. We were working on one of the top 40 bands at the time and the head engineer spent what seemed like a whole week making sure that the sound coming from the live room was just right. We tirelessly played with the knobs on the mixing console and documented our findings so that the results could be easily duplicated on the next track, or even the next album.
I’m not here to talk about music though. I’m here to present 3 things that you should consider while getting your web presence dialed in so that you can start converting more traffic, and sell more vehicles, products and services.
1. Put Someone In Charge
I spoke with a dealership just yesterday who is really struggling to wrap their head around the web. A major contributing factor to their web confusion is the false teachings of other vendors. GRRRRR!
It’s unfortunate that there are 3rd party vendors here in Canada (and the States) that have led dealers to believe that all they need to do is get their inventory listed online, and that the rest will take care of itself. HOGWASH! What a great disservice these vendors are doing for the sake of making money. I believe that a more stable path to profit is by helping others achieve their goals first. Only then will things truly fall into place.
BUT I DIGRESS! In my opinion, the first thing to consider is getting a person in charge of your web presence. Have one person who becomes you’re dealerships Internet resource and specialist. They don’t have to be an Internet Marketing Guru; there are plenty of resources provided in the industry for them to become such. Take a look at First Class Educators and their conferences, the ADM community and all of the articles and videos provided free of charge - all available to your Internet person in order to help them become who you need them to be.
If you haven’t already done so; GET THIS PERSON IN PLACE!
2. Look To The Data
How else will you know what position you’re actually in? Before taking any actions to dial in your web presence, you need to know how you stack up.
How are your customers finding you online and in what quantity? How many leads are you currently generating online and for what profit center? What’s the current market climate for your brands? What’s the demand?
I love data because it doesn’t lie! Gain a better understanding of what position you’re actually in so that you can create an action plan (with your Internet Specialist) on what area you wish to tackle first.
Similar to what we did as sound engineers when we documented how we got the sound dialed in, I'd strongly encourage you to do the same. Keep a record of what actions your taking and refer to the data regularly. The data will be your compass so that you can create an action plan that is easily duplicated.
3. Know Who To Listen To
Back to my story about the dealership I spoke with yesterday. One of the other problems they have encountered is that of soooooo many differing opinions when it comes to the web. This drives me nuts! It’s like someone’s spinning them around in their office chair. Round and Round they go.
The problem is that if you want to start moving forward, spinning in a circle won’t get you there! You need to know who to listen to and I have a simple rule of thumb. It’s the same thing that I shared with the dealership yesterday.
Listen to those who have a PROVEN TRACK RECORD! Folks, the proof is in the pudding. There are so many people that call themselves “Experts”, but have never helped anyone see results. This dealership in particular had so many people chirping in their ears that it all just became noise after a while.
If I was a speaker at the Automotive Super Conference, I would have shared this concept right from the Bible, “Wherefore by their fruits ye shall know them.” (Matthew 7:20)
To close off this point, let me again say that there are many valuable resources available to you to help get your web presence dialed in. Conferences, Webinars, Videos, Communities and Websites where experts share expert advice.
There you have it. 3 things that you should strongly consider to get your web presence dialed-in. Is there more? YES! Should you start with these three? YES!
Let’s get the conversation started below? What else would you suggest to someone who is struggling to get their web presence dialed-in?