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Jared Hamilton
From: Jared Hamilton
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JD Rucker

JD Rucker Founder

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Virality: The Value of Pinterest for Car Dealers

GTO

UPDATE: Due to the demand for more information about Pinterest since posting this on Driving Sales, we are holding a webinar on March 7th on the topic.

As Pinterest continues to rise in exposure and prominence in social media, many dealers have been asking me how to make it work for them. There are certain techniques that we, fortunately or unfortunately, save for clients, but here's one that you can use today to help improve the virality and SEO of your website.

It starts with being interesting. Nobody on Pinterest (and social media in general) wants to see the special you have on your 2011 program cars. They want to see something "cool" on social media. Pinterest can make the fun part of managing your dealer website actually have value for your online marketing efforts.

Here's the technique:

  1. Using your website content management system, create a page that looks something like this: 1969 Pontiac GTO Judge.
  2. Be sure to include unique content - a paragraph or two is fine.
  3. Don't forget your image credits! It's important that you link to the sources of the images. It's the right thing to do.
  4. Include links at the bottom that go to your website or other websites that you're trying to optimize.
  5. "Pin It" on Pinterest. Assuming you have a following (or want to build up a following) you'll want to have something awesome to show them such as the GTO.
  6. Share the Pin on Facebook, Twitter, your blog, etc.

The goal here is to help your website be part of a viral spread. It isn't the direct traffic that you receive from the Pin or the social media sites you place it on. It's the authority you receive in the eyes of the search engines from all of the links that are generated.

Pinterest links are no-followed. Don't let that hamper you. Social signals are a part of rankings, but more importantly your goal isn't to rank for that vehicle necessarily. Your goal is to build that page as an authoritative source. By doing so, the links at the bottom of the page will help you rank for the important keywords you want to improve.

It may be complicated, but give it a shot. Depending on which CMS you're using, this could be a weekly process that takes about 15 minutes.

Chris Costner
I agree JD. Great points. I too have been taking somewhat of the wrong approach by using photos from the "Instagram" idea of teaser so to speak with the link. I get now, specialty vehicles are the way to go and will make adjustments accordingly. Thanks for the pointers.
JD Rucker
Absolutely. It doesn't have to be vehicles, either. Anything of local interest. For example, we have a Seattle dealer we are building an infographic for that is titled, "Seattle: The Next Silicon Valley". It will be targeted to locals, of course, but not necessarily those in the market for a car today. Still, we'll be able to drive an additional 3k+ local visitors to the site. Good for SEO. Great for branding. Excellent exposure potential.
Sylvia Dana
OMG, I'm so glad I saw the link the webinar. THANK YOU!
Kayla Schafer
This would also be great for dealers who have a performance center where they basically sell a car to a customer and then customize the vehicle in house. Such as custom exhaust, paints, wheels/rims, windows, etc.
Kayla Schafer
This would also be great for dealers who have a performance center where they basically sell a car to a customer and then customize the vehicle in house. Such as custom exhaust, paints, wheels/rims, windows, etc.

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