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JD Rucker

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Exclusive Blog Posts

social media ads.....what works?

social media ads.....what works?

 Lets talk a little about social media. The dealership that I have worked at has always focused on Facebook in this area. We would do a dail…

3 Proven Marketing Strategies for Small Businesses

3 Proven Marketing Strategies for Small Businesses

One of the most important things that small businesses need is a marketing strategy that is affordable and produces a high return on investment. There are …

Be More Than A Salesperson

Be More Than A Salesperson

Ease the anxiety and create an experience that is stress-free, encouraging and hopefully ends with sending them home in a new set of wheels. Leverage the …

Car Sales Advice For New Salespeople

Car Sales Advice For New Salespeople

When I started selling cars five and a half years ago there were 3 pieces of advice given to me that have helped me succeed in this business. I want to sha…

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

The National Automotive Dealer Association (NADA) data for 2016, revealed that there are 16,708 franchised dealerships in the United States, who sold a rec…

If You Build It, They Won't Come (unless you support it)

FieldofDreams.jpg?width=750In the movie Field of Dreams, a ghostly voice tells Kevin Costner's Ray Kinsella character, "If you build it, he will come."

The first question you'll want answered is, "What is it?" In the movie, the 'it' was a baseball field, but it was actually so much more than that. In reality, the 'it' in the movie was the dream of baseball itself from a bygone era when the game was pure and joyful.

The second question you'd want answered is "Who are they?" In the movie, the question wasn't about 'they' but rather 'he.' We go through the movie (spoiler alert) thinking that 'he' is Shoeless Joe Jackson, but it isn't until the end when we realize that Jackson was the voice guiding him and 'he' was Ray's father who was broken as a man but happy when he was young and playing baseball.

This isn't a post about symbolic movie analysis. Let's talk about your dealership's digital marketing. There has been a semi-true notion that 'content is king' for some time. In the world of SEO and social media, it's a fact that content is the cornerstone of success, but things have been changing. Today, building content alone is not enough to help it stand out.

Many dealers (dare I say most) are building content of some sort. They're either doing it themselves or paying a vendor to do it for them. This is great and has been a much-needed element in automotive digital marketing, but it's not the end of it. With so many building content, the true key to success is supporting the content with external elements.

From a search engine optimization perspective, the outside elements are links and social signals. They are the support mechanisms that give content validation in the eyes of the search engines. If you're building content on a topic and your competitors are building content on the same topic, Google and Bing must choose which to serve for their searches. Links, despite the negative press they've received here and on other forums since the rise of the Penguin algorithm update, are still the most powerful way to help your content stand out from your competitors'. The important thing to know is that high-quality contextual links from strong sources are the only types of links you want. Low-quality, spammy, or purchased links can be the kiss of death.

In social, the outside force propelling great content is money. Some think it's unfortunate that sites like Facebook and Twitter have pretty much become 'pay to play' if you want exposure due to the decrease in organic reach. Twitter is doing something about it with 'while you were away', but even in a best case scenario the 140-character social network has minimal organic reach.

Ads work wonders when done properly. Most companies and dealers are throwing money away in social media because they're not handling their ads appropriately. However, when you mix strong content with proper social advertising management, the result are miraculous.

Building content on your dealership's website is extremely important, but don't let your marketing efforts end there. Do the things that are necessary to support the content and it can work wonders on traffic, leads, and sales.

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