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You’re about to lose the bricks. It’s not about Clicks. It’s about pushing Iron through fiber.
Today’s consumer doesn’t care about your website. They don’t care about your sweet flash intro, your nifty online credit app, or even your ‘next-generation’ inventory page.
They only know Google. When they’re confused, they visit KBB.com, if frustrated, they visit Edmunds.com, and when hammered over the head by saggy saturated OEM advertising and glitzy superbowl ads…. They visit AutoTrader.com or Cars.com and visit the possibilities. One day, they might end up on your lot. How do you part the sea and provide a clear path with all this overlap? Oops, that was a question for 2005.
Face it, this is 2008. Your neighbors are going out of business. Your buddies are leaving the trade. You shake your head as you leave it to the Green Peas….. Am I done?
You take this for what it is. Opportunity. You embrace digital with the understanding you will never, ever, pay for something that sounds like a lead. You pay someone to sit at a desk and blog, facebook poke, myspace grab, and beebo about the day-to-day…. You embrace the day-to-day relevancy of the consumer. You use technology to track purchase cycles.
Each “digital lookey loo” eventually becomes a buyer. Make them yours by steering them for their 6 months in the purchase funnel. Make friends through their friends via social media. As they research a purchase, push them to microsites and landing pages for every single model you sell. It really is possible. Stop allowing traditional media’s “bygone” ways to dictate your future media mastery.
You’ve already cut the trees on the street to make your lot more visible. At first, you did it so customers could see you better, but now, from your office, you see the Forrest through the trees. YOU can bring customers into the showroom by making yourself visible on the places where your customers live…. ONLINE.
This is not about Pay Per Click…. Stealing your neighbors’ names for sponsored top of the page. It’s about an organic effort to make yourself transparent. You make your inventory transparent via mass distribution, and make your people relevant via social awareness/networking.
Remember, your customers don’t care about you: They only know Google, and visit the trusted resource when they need advice. It’s up to you to fill in the gaps.
How you do you dominate both channels? You call us.