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Gary May

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Sometimes it helps being a cynic and a pessimist, or at least devil's advocate but at the end of the day you're either your own worst enemy or best ding-dang advocate.  It is always beneficial to see things with a different perspective but critically important to maintain your identity and job jump in the pool for the sake of it, no matter how fun the party.

Recently I've read two good articles. One by Joe Webb (President of Dealer Knows) in Digital Dealer Magazine. The other a blog post by Matt Watson (VIN Solutions) on AutomotiveDigitalMarketing.com. Both deal with perception versus reality, pitch versus practice and simply understanding what you have and need before you're had.  Two common carriers of bias at the dealership level: a rep and an excited, overzealous  employee. Both are doing their job but if you to change anything you've got to address everything.

While results typically flow bottom up, change is managed top down. Changing your online results will not come from some videos on YouTube and some 'vSEO' on your website. Update all of your touch-points, become contextually relevant and timely, make sure your brand connects and apply process consistently. Changing how your employees act will not come from a new company policy solely either.

SEO and SEM are hot topics...and should be managed in tandem with your website and CRM. Having a bunch of disparate systems and efforts out there is like fishing with two poles...3,000 miles apart from each other. It just doesn't make sense!

Search engine optimization is an ongoing task with great opportunity, not a "got it with my website two years ago" item. When was the last time you looked closely at your analytics or, better yet, looked at your site with an overlay so you can see real numbers and statistics against what you think your consumers see. That's always an interesting meeting with my clients.

Change is never done. If you don't continue to change because you need to, because your competition is or because you can and make the right changes...you lose. The change everyone has been talking about for months is cutting everything and everywhere with very little regard. You see, that's not a change from troubled times in the past, especially for dealers and OEMs.

Our greatest changes are still in front of us. Are you ready? And what do you think it will take to change? Think about it and do it.

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