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Jon Sherrell

Jon Sherrell eCommerce Director

Exclusive Blog Posts

The Value of a Better Buying Experience

The Value of a Better Buying Experience

    We met with Steve Roessler, Vice President of Sales at DriveCentric, at NADA 2020 to discuss how dealerships can nail their customer experience…

Managing Remotely: the Daily Check-in

Managing Remotely: the Daily Check-in

In the last post of this series, we talked about the necessity of determining the activities that will get you the results when you have a team working rem…

Put Your Marketing Focus on Fixed Ops

Put Your Marketing Focus on Fixed Ops

March 2020 felt like the longest decade in modern history, didn’t it? In the automotive industry, dealerships in most states have gone from flour…

2020 is Going to Be About Efficiency

2020 is Going to Be About Efficiency

  We sat down with David Steinberg, CEO and founder of Foureyes, to discuss where automotive is headed and what we can do to improve in 2020. &ld…

How to Build the Foundation of Your Brand (and Other Cool Things, Too) | KPI Cafe Season 4 Bonus 1

How to Build the Foundation of Your Brand (and Other Cool Things, Too) | KPI Cafe Season 4 Bonus 1

For this episode, Host Dane Saville brings in the foremost authority on branding for automotive retail: Paul Daly. They discuss the "transaction of gr…

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. 
 
  1.  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.
  2. 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.
  3. 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.
  4. 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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