Jon Sherrell Blog
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JS
Rairdon Automotive Group
Nov 11, 2010
Dealer Strategy Finalist: A Fiat Franchise is Born Through Digital
Summarize your Strategy:
We were looking for a unique way to land our Fiat franchise for our market where there are only going to allow 2. We know we would have to set ourselves apart from everyone else to win the franchise so we leveraged our digital marketing platforms along with our Website and Microsites to show the ability we have to market the vehicles and Brand.
Describe how you executed your strategy:
We used a few different aspects together to really get the plan to execute the right way.
- We started with a base of microsites built off the PCG’s AAN technology to get the best base for search engines to start to recognize the new sites rapidly. Also, we know these sites would be scalable so as we got the franchise they would grow with it.
- We then started our blog technique of having our own staff content writer start writing up Fiat branded specific content to start populating the blog with rich content so that the search engines would start to give relevance for Fiat searches in the market.
- We made domains specific to the Fiat brand and the market we wanted to serve. For instance, we look up on the Google keyword tool for the highest searches for Fiat and purchased domains relevant to those high searched terms. We settle on www.fiatsales.com and www.seattlefiat.com which would give us two sites to market, one nationally and one locally.
- We used the link building network on AAN to start getting relevant quality directed towards the new Fiat sites.
Describe in detail the results you have seen, please include numbers/metrics that demonstrate the impact of your strategy:
The results have been incredible and we are confident that the franchise will now be awarded to our dealership group. We have not only seen these two sites dominating page one top search positions and getting great search traffic and they are already creating unique quality leads for our dealership to market to immediately.
We have also seen our own Dodge Chrysler Jeep store sites dominating page one for all Seattle Fiat searches creating a web that Fiat could not overlook for a new franchise location.
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