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There is an idea circulating in the digital marketing world that the benefits of digital marketing can be had essentially for free. Auto dealers in particular have fallen prey to rumored "SEO hacks" and think that all they need to do is a couple website fixes, some black hat techniques and their organic traffic will rise exponentially. There couldn't be an idea that is more wrong than this one. Digital marketing costs money, while SEO hacks generally will get you blacklisted from Google. Writing and publishing content is not free, and neither is social media management.
Many dealerships believe that they can just get one of their existing staff to handle the digital marketing. So, in addition to their regular duties, they are now in charge of PPC management, SEO content creation, reputation and social media management. Having someone do digital marketing as just "another task" in a list of responsibilities puts a dealership on the fast track towards having an unsuccessful campaign and potentially wasting lots of money in PPC and social media fees.
A successful digital marketing strategy will bring ROI, but auto dealers need to be prepared to pay for top-notch results. Rather than pawning the job off on an existing employee or doing some minimal black hat SEO techniques, dealerships should seek out a legitimate digital marketing partner with a professional staff that can take their campaigns to the next level of effectiveness.
It won't be cheap, but it can be worth it to spend money with a team that focuses on doing digital marketing the right way. How many of you all have tried to get by on low or no cost digital marketing?