As smartphones or similar device usage increases in popularity for automotive consumers to research vehicles, it's important to identify ways in which you can use the available technology to help drive qualified traffic to your dealership.

QR codes; also known as Quick Response Codes, aren't that new anymore, yet in my opinion dealerships are only scratching the surface on how they can be used as an advertising and marketing (yes there's a difference) resource to promote various programs at the dealership level.

Here are 3 ways that you can implement QR codes into your advertising/marketing efforts to drive more showroom traffic.

1. On Your Website

This may sound odd at first, but think about the impact you could have in driving traffic to your dealership if you placed a QR code on your homepage or VDPs that had a caption along the lines of, "Take us with you!" or something to that affect. The hope here is that when the customer leaves their home, your mobile optimized website is on hand and ready to go. The objective is to keep your brand and image at the top of that consumers mind the next time they open their mobile browser.

Alternatively, you could do the same thing on any of your fixed ops pages that leads the consumer to a mobile optimized coupon that they can bring in to the dealership for discounts on oil changes, repairs, or parts.

2. In Your Print Advertising

Kick things up a notch by assigning a QR code to every vehicle listing that you advertise. You'll want to make sure that they specifically link to the VDP for that vehicle and not just your home page. That would defeat the purpose.

Imagine your customer reading the news paper or automotive magazine and having access to more vehicle information on-the-go! At first thought, it may seem like this strategy would prevent the phone from ringing, but what your dealership visits increase dramatically. You see, online consumers want fast access to information; they don't want to jump through hoops to get it. Once the customer is on your mobile site, they'll have access to advanced features like "click-to-call" and maps integration for easy directions to your dealership.

3. On Your Business Cards

Here's one for you. Of course you've seen QR codes on business cards that either direct the user to the dealer's website or saves their contact information right? What about promoting each of your sales people with their own landing page on the site where their QR code leads? This works great for dealerships who have employees that speak different languages. Promote the fact that you speak different languages, or show off the personalities of your employees. This is a great strategy to show the community that human beings work at the dealership which will also be something unique you can do to set you apart from your competition. Just be sure to include a lead capture form on each of those landing pages.

There are undoubtedly a Novemdecillion (it's a word, look it up) ways to effectively and creatively use QR codes in your dealership's advertising and marketing. These are just a few that I thought of to get the juices flowing.

How are you using QR codes and what's working for you?

As smartphones or similar device usage increases in popularity for automotive consumers to research vehicles, it's important to identify ways in which you can use the available technology to help drive qualified traffic to your dealership.

QR codes; also known as Quick Response Codes, aren't that new anymore, yet in my opinion dealerships are only scratching the surface on how they can be used as an advertising and marketing (yes there's a difference) resource to promote various programs at the dealership level.

Here are 3 ways that you can implement QR codes into your advertising/marketing efforts to drive more showroom traffic.

1. On Your Website

This may sound odd at first, but think about the impact you could have in driving traffic to your dealership if you placed a QR code on your homepage or VDPs that had a caption along the lines of, "Take us with you!" or something to that affect. The hope here is that when the customer leaves their home, your mobile optimized website is on hand and ready to go. The objective is to keep your brand and image at the top of that consumers mind the next time they open their mobile browser.

Alternatively, you could do the same thing on any of your fixed ops pages that leads the consumer to a mobile optimized coupon that they can bring in to the dealership for discounts on oil changes, repairs, or parts.

2. In Your Print Advertising

Kick things up a notch by assigning a QR code to every vehicle listing that you advertise. You'll want to make sure that they specifically link to the VDP for that vehicle and not just your home page. That would defeat the purpose.

Imagine your customer reading the news paper or automotive magazine and having access to more vehicle information on-the-go! At first thought, it may seem like this strategy would prevent the phone from ringing, but what your dealership visits increase dramatically. You see, online consumers want fast access to information; they don't want to jump through hoops to get it. Once the customer is on your mobile site, they'll have access to advanced features like "click-to-call" and maps integration for easy directions to your dealership.

3. On Your Business Cards

Here's one for you. Of course you've seen QR codes on business cards that either direct the user to the dealer's website or saves their contact information right? What about promoting each of your sales people with their own landing page on the site where their QR code leads? This works great for dealerships who have employees that speak different languages. Promote the fact that you speak different languages, or show off the personalities of your employees. This is a great strategy to show the community that human beings work at the dealership which will also be something unique you can do to set you apart from your competition. Just be sure to include a lead capture form on each of those landing pages.

There are undoubtedly a Novemdecillion (it's a word, look it up) ways to effectively and creatively use QR codes in your dealership's advertising and marketing. These are just a few that I thought of to get the juices flowing.

How are you using QR codes and what's working for you?

This past week, I made the risky move of upgrading to the newly released Windows 8 operating system; Microsoft’s bold attempt at upgrading their OS which has kept the same fundamental functionality for more than a decade. While slightly hesitant to upgrade before a service pack was available, I ultimately chose to take advantage of Microsoft’s limited time $39.99 upgrade offer. Talk about utilizing the "urgency" close right?

As I’ve played around with the new OS for the past few days, I’ve made some observations that may turn out to be a prediction of a new technological frontier for dealers who are looking to kick things into high gear... or I may just be out to lunch. Whatever your opinion may be, just go with me on this for a minute.

New Windows 8 Features

The most noticeable of all the new features for Windows 8, is the shiny new start screen which really acts as a dashboard to your most visited apps. Though some critics complain that Windows 8 is optimized for tablets, I haven’t had any problems finding my way around with a mouse.

Microsoft has redesigned the UI for many of their apps and have included some new apps, all of which come with a very streamlined and integrated experience. Among my favorites are the new music player app which comes loaded with the ability to stream full length music and a new “smart dj” tool that automatically creates a playlist based on an artist genre of your choosing.
 

How Dealers Could Benefit From Windows 8

Thanks for listening to me ‘nerd out’ for a second. Let me get to how car dealers could actually use Windows 8 to leverage new business and reach larger groups of car shoppers in their own home.

What got me me thinking was the newly added “Store” app which allows users to browse from a variety of both paid and free applications. Simply select the category of app you wish to download and you have the ability to select from hundreds if not thousands of apps to have installed on your PC. If you know your way around the app store or play market, this will be quite easy for you.

Imagine what would happen if you created a Windows 8 app that was compatible on both desktop PCs and Windows tablets? There has been a lot of talk around whether or not Dealers should develop iPhone and Android apps vs. keeping with mobile websites, but think about the doors you could unlock by tapping into an even larger traffic source!

Let’s talk numbers. By 2008 (according to Forrester), there were 1,000,000,000 (Billion) PCs in use with a forecast of 2 billion in use by the end of 2015. It took 27 years to reach the 1 billion mark and will only take 7 years (from 2008) to reach 2 billion. If that’s not simply incredible to you consider that the average number of PCs needing to be sold year after year since 2008 is 142,857,142 in order to reach the forecasted target by 2015.

Now, have you purchased a new PC lately? Don’t they come pre-loaded with a Windows operating system? According to Amazon, every new PC sold between June 2, 2012 and January 31, 2013 will receive a special upgrade offer of only $14.99, thus placing Windows 8 well within the reach of hundreds of millions of people.
 

Just To Get The Juices Flowing

Consider how many of the 142,857,142 PC buyers this year are also in the market to purchase a vehicle or are at least conducting some level of vehicle research. I’ll tell you what - that new Microsoft ‘Store App’ is pretty fun to navigate and somehow sucks you in just like Apple’s famed App store and Android’s Play Market, so imagine what competitive advantage you’d have by placing your dealership and your brand in front of the masses.

I envision a personalized shopping experience filled with user reviews, dealership videos, blogs and news. Since the app is installed on the personal computer, (and I’m just thinking out loud here), imagine if there was a way to have your app send notifications to your potential customer's calendar, email, social networks and more. I think this is just the tip of the iceberg and if done strategically, dealers could tap into a massive market of vehicle shoppers.

To take it one step further, though Windows 7 and 8 tablets don’t contribute much to tablet sales as of current, Windows 8 tablets are forecasted to help tablet sales increase by 4% according to Gartner. Apple still remains king of the mobile arena with roughly 60% market share, however,with an estimated 117,000,000 tablet shipments in 2012 alone, 4% works out to 4,680,000 (4.68 million) Windows 8 Tablet shipments and that is more than enough users to inject your dealership with some serious prospects.

In closing, let me say that there are many, many avenues to help drum up new business. I had the pleasure of attending Lon Safko’s keynote at AutoCon in which he enlightened us on the various social media marketing opportunities from Facebook to Second Life. I swear - by the end of his presentation there were multiple silent explosions in people’s heads, followed by smoke trailing out of their ears.

The point is that there are sooooo many ways to prospect for new business and technology, whether revamped or emerging provides you with more ways to reach out to potential buyers than ever before. Windows 8 is just another example of something you could use to leverage new business for your dealership.

What do you think? Kindly leave your comments below. Happy developing.

This past week, I made the risky move of upgrading to the newly released Windows 8 operating system; Microsoft’s bold attempt at upgrading their OS which has kept the same fundamental functionality for more than a decade. While slightly hesitant to upgrade before a service pack was available, I ultimately chose to take advantage of Microsoft’s limited time $39.99 upgrade offer. Talk about utilizing the "urgency" close right?

As I’ve played around with the new OS for the past few days, I’ve made some observations that may turn out to be a prediction of a new technological frontier for dealers who are looking to kick things into high gear... or I may just be out to lunch. Whatever your opinion may be, just go with me on this for a minute.

New Windows 8 Features

The most noticeable of all the new features for Windows 8, is the shiny new start screen which really acts as a dashboard to your most visited apps. Though some critics complain that Windows 8 is optimized for tablets, I haven’t had any problems finding my way around with a mouse.

Microsoft has redesigned the UI for many of their apps and have included some new apps, all of which come with a very streamlined and integrated experience. Among my favorites are the new music player app which comes loaded with the ability to stream full length music and a new “smart dj” tool that automatically creates a playlist based on an artist genre of your choosing.
 

How Dealers Could Benefit From Windows 8

Thanks for listening to me ‘nerd out’ for a second. Let me get to how car dealers could actually use Windows 8 to leverage new business and reach larger groups of car shoppers in their own home.

What got me me thinking was the newly added “Store” app which allows users to browse from a variety of both paid and free applications. Simply select the category of app you wish to download and you have the ability to select from hundreds if not thousands of apps to have installed on your PC. If you know your way around the app store or play market, this will be quite easy for you.

Imagine what would happen if you created a Windows 8 app that was compatible on both desktop PCs and Windows tablets? There has been a lot of talk around whether or not Dealers should develop iPhone and Android apps vs. keeping with mobile websites, but think about the doors you could unlock by tapping into an even larger traffic source!

Let’s talk numbers. By 2008 (according to Forrester), there were 1,000,000,000 (Billion) PCs in use with a forecast of 2 billion in use by the end of 2015. It took 27 years to reach the 1 billion mark and will only take 7 years (from 2008) to reach 2 billion. If that’s not simply incredible to you consider that the average number of PCs needing to be sold year after year since 2008 is 142,857,142 in order to reach the forecasted target by 2015.

Now, have you purchased a new PC lately? Don’t they come pre-loaded with a Windows operating system? According to Amazon, every new PC sold between June 2, 2012 and January 31, 2013 will receive a special upgrade offer of only $14.99, thus placing Windows 8 well within the reach of hundreds of millions of people.
 

Just To Get The Juices Flowing

Consider how many of the 142,857,142 PC buyers this year are also in the market to purchase a vehicle or are at least conducting some level of vehicle research. I’ll tell you what - that new Microsoft ‘Store App’ is pretty fun to navigate and somehow sucks you in just like Apple’s famed App store and Android’s Play Market, so imagine what competitive advantage you’d have by placing your dealership and your brand in front of the masses.

I envision a personalized shopping experience filled with user reviews, dealership videos, blogs and news. Since the app is installed on the personal computer, (and I’m just thinking out loud here), imagine if there was a way to have your app send notifications to your potential customer's calendar, email, social networks and more. I think this is just the tip of the iceberg and if done strategically, dealers could tap into a massive market of vehicle shoppers.

To take it one step further, though Windows 7 and 8 tablets don’t contribute much to tablet sales as of current, Windows 8 tablets are forecasted to help tablet sales increase by 4% according to Gartner. Apple still remains king of the mobile arena with roughly 60% market share, however,with an estimated 117,000,000 tablet shipments in 2012 alone, 4% works out to 4,680,000 (4.68 million) Windows 8 Tablet shipments and that is more than enough users to inject your dealership with some serious prospects.

In closing, let me say that there are many, many avenues to help drum up new business. I had the pleasure of attending Lon Safko’s keynote at AutoCon in which he enlightened us on the various social media marketing opportunities from Facebook to Second Life. I swear - by the end of his presentation there were multiple silent explosions in people’s heads, followed by smoke trailing out of their ears.

The point is that there are sooooo many ways to prospect for new business and technology, whether revamped or emerging provides you with more ways to reach out to potential buyers than ever before. Windows 8 is just another example of something you could use to leverage new business for your dealership.

What do you think? Kindly leave your comments below. Happy developing.

Contrary to what the title of this article suggests, I am not going to write about how not to close deals. Rather, I will focus on some of the simple steps to the sale that often go overlooked that prevent more deals from being closed. In vehicle sales, the amount of units you push directly affects the amount of money you collect so it’s crucial to keep yourself in check so that you can constantly strive to kick your sales up a notch.

This weekend I spent some time shopping around for a new laptop for work. I knew (within a ballpark) what I would need and had done some research. Does this sound familiar to any vehicle shoppers you have met recently?

After conducting some research, I began to go to the retail outlets that I knew carried the product I thought I was looking for, but found myself moving from store to store because I couldn’t find a professional salesperson that was really willing to take my money. Based on what I experienced, let’s take a look at a couple of sales fundamentals that ultimately lost the deal for these salespeople.

Lack of Listening Skills

In the first store, the “salesperson” (otherwise known as the order taker) didn’t ask any questions to properly find out what product would suit my needs. He was only simply willing to talk about the product that I thought that I wanted/needed. Every time I would try and talk, he was more interested in cutting me off to tell me about the promotional offer that would accompany my purchase.

I think you’d agree that the first fundamental rule of selling is to ask relevant questions and then keep your mouth shut. In other words, you have two ears and one mouth. Use them proportionately.

No Solutions

The second store actually did a great job at fact finding to determine the best product for me, but had no ability to create solutions that would work suitable for me. I realized that oftentimes, the reason that real solutions aren’t provided (especial in the world of retail), is because sales people don’t know what they can or cannot do. I personally believe that there is a solution to every problem - even if at first it doesn’t appear to work for the customer, there can always be consensus made and deals closed.

My business partner and myself went out of our way to ask questions that we figured would solve our own problems, however, the salesmen just didn’t appear to know enough about the “can and can’t do’s” that store #2 ultimately lost the sale.

Conclusion

Store #3 earned my business and closed the deal because they both asked relevant questions and listened to my answers and also provided solutions to the problems that I had pre-sale. They wanted my money and were willing to come up with a way to take it from me.

These may seem like pretty simple sales fundamentals, but believe you me - they are not being utilized as well as you might think, especially for being fundamentals. How well do you listen to your customers? How well do you know the dealership “can and cannot’s” so that you are able to provide the best solutions for your customers?

If not closing deals is on your agenda, stop practising the fundamentals. If you’re interested in kicking things up a notch, try re-introducing the fundamentals back into your current sales process with greater force than ever and you will be well on your way to closing more deals.

Thoughts?

Contrary to what the title of this article suggests, I am not going to write about how not to close deals. Rather, I will focus on some of the simple steps to the sale that often go overlooked that prevent more deals from being closed. In vehicle sales, the amount of units you push directly affects the amount of money you collect so it’s crucial to keep yourself in check so that you can constantly strive to kick your sales up a notch.

This weekend I spent some time shopping around for a new laptop for work. I knew (within a ballpark) what I would need and had done some research. Does this sound familiar to any vehicle shoppers you have met recently?

After conducting some research, I began to go to the retail outlets that I knew carried the product I thought I was looking for, but found myself moving from store to store because I couldn’t find a professional salesperson that was really willing to take my money. Based on what I experienced, let’s take a look at a couple of sales fundamentals that ultimately lost the deal for these salespeople.

Lack of Listening Skills

In the first store, the “salesperson” (otherwise known as the order taker) didn’t ask any questions to properly find out what product would suit my needs. He was only simply willing to talk about the product that I thought that I wanted/needed. Every time I would try and talk, he was more interested in cutting me off to tell me about the promotional offer that would accompany my purchase.

I think you’d agree that the first fundamental rule of selling is to ask relevant questions and then keep your mouth shut. In other words, you have two ears and one mouth. Use them proportionately.

No Solutions

The second store actually did a great job at fact finding to determine the best product for me, but had no ability to create solutions that would work suitable for me. I realized that oftentimes, the reason that real solutions aren’t provided (especial in the world of retail), is because sales people don’t know what they can or cannot do. I personally believe that there is a solution to every problem - even if at first it doesn’t appear to work for the customer, there can always be consensus made and deals closed.

My business partner and myself went out of our way to ask questions that we figured would solve our own problems, however, the salesmen just didn’t appear to know enough about the “can and can’t do’s” that store #2 ultimately lost the sale.

Conclusion

Store #3 earned my business and closed the deal because they both asked relevant questions and listened to my answers and also provided solutions to the problems that I had pre-sale. They wanted my money and were willing to come up with a way to take it from me.

These may seem like pretty simple sales fundamentals, but believe you me - they are not being utilized as well as you might think, especially for being fundamentals. How well do you listen to your customers? How well do you know the dealership “can and cannot’s” so that you are able to provide the best solutions for your customers?

If not closing deals is on your agenda, stop practising the fundamentals. If you’re interested in kicking things up a notch, try re-introducing the fundamentals back into your current sales process with greater force than ever and you will be well on your way to closing more deals.

Thoughts?

I know what you're thinking – who does this guy think he is? How does he know what my “thing” is. Good – I have your attention.

I find it absolutely fascinating just how many dealerships I've walked into over the past couple of months and found, you ready for this? Silence. No customers on the lot, sales people hanging out around reception, flirting, cracking jokes, texting and the list goes on. Everything opposite of what should be happening is happening.

I spent a few minutes with a client at a major franchise dealership just last week talking about this exact topic. He is at his whits end with how things are looking at his dealership but just doesn't know how to turn things around and foster a productive change at his store.

Are you, or someone you know feeling the same way? Let's bring things back to basics for a few minutes and look at a couple of ways to turn things around. Success is hanging in the balance.

Do You Dream?

Sounds cheesy I know. One of my kids favorite movies is Disney's “Tangled”. The story of Rapunzel who has been locked up in a tower her whole life and has a dream to check out the annual lantern festival on her 18^th birthday. Haven't seen it yet? Sorry for the spoiler.

There's one scene in the movie where in Disney fashion, the characters break out into song about Having a dream. The essence of it is that each character had a dream at one point and for whatever reason it was taken from them. Now, back to you and I.

Do you have a dreams? Have they been taken from you due to the economy, dream stealers or a plethora of other excuses? Do you still know what you want for your dealership?

If you'd like to create positive, productive and profitable changes within your business, here are the first two steps.

1. Define (or re-define) your dream

2. Gain a burning desire for its achievement.

Moving on...

Willingness to Learn / Willingness to Take Action

Have you ever read any self-help “be successful” types of articles? They all seem to offer the “fail proof” way to achieve greater success. They always seems to start with putting the pen to paper and writing down goals. Goals are great, don't get me wrong. I just don't agree that they are a sustainable driving force to helping you accomplish the success you are seeking.

Don't believe me? How many people do you know that actually stick to their New Year resolutions? If setting goals gave us enough sustainable power to act, there would be no more New Year Resolutions – the world would be a better place filled with extremely thin, successful, wealthy, patient, traveling, money-saving people.

Let me submit that before putting pen to paper, one must determine the level of their willingness to learn and willingness to take action. Think about this for a second. You've clearly defined your dream and now have a burning desire. If your dream is to have a more successful dealership by selling more vehicles, take a moment to rate your willingness to learn and willingness to take action in order to make that dream happen.

If I asked you to give yourself a “Willingness” score, what would it be?

Take a minute, pull out a piece of paper and give yourself a “willingness to learn” score between 1 and 10 (1 being none, and 10 being high). What did you come up with? Now do the same for your “willingness to take action”. What? Two 10's? Really? That's amazing! Now where would your score go if I told you the only way to make this happen is to abstain from drinking coffee for one full month? Why the sudden decrease?

Here's why goal-setting isn't the first step to success. All of us have goals, most of us haven't really determined whether or not we have the willingness to make them happen. Often the only thing that stands in the way of achieving dreams is our willingness to learn new ways of doing things and our willingness to take necessary action. Are you willing to do whatever it takes to make your dreams a reality or would you prefer to just keep going as you are?

Conclusion:

Stop with the shenanigans! Continuing to do business the same way with no willingness to learn or take action will just give you more of the same depressing results. If you aren't picking up what I'm putting down right now, then selling cars and being profitable just isn't your thing.

Now - Stop blaming the economy and other lame excuses for your lack of success. Achieving your definition of success is in your capable hands. Define your dream, determine your level of willingness, and enjoy the results. You deserve it.

Michael Cirillo is the Executive VP at AutoVelocity™ and works with dealerships to help them achieve greater success through their marketing efforts.

www.autovelocity.ca

Join me on facebook

778-475-5412

I know what you're thinking – who does this guy think he is? How does he know what my “thing” is. Good – I have your attention.

I find it absolutely fascinating just how many dealerships I've walked into over the past couple of months and found, you ready for this? Silence. No customers on the lot, sales people hanging out around reception, flirting, cracking jokes, texting and the list goes on. Everything opposite of what should be happening is happening.

I spent a few minutes with a client at a major franchise dealership just last week talking about this exact topic. He is at his whits end with how things are looking at his dealership but just doesn't know how to turn things around and foster a productive change at his store.

Are you, or someone you know feeling the same way? Let's bring things back to basics for a few minutes and look at a couple of ways to turn things around. Success is hanging in the balance.

Do You Dream?

Sounds cheesy I know. One of my kids favorite movies is Disney's “Tangled”. The story of Rapunzel who has been locked up in a tower her whole life and has a dream to check out the annual lantern festival on her 18^th birthday. Haven't seen it yet? Sorry for the spoiler.

There's one scene in the movie where in Disney fashion, the characters break out into song about Having a dream. The essence of it is that each character had a dream at one point and for whatever reason it was taken from them. Now, back to you and I.

Do you have a dreams? Have they been taken from you due to the economy, dream stealers or a plethora of other excuses? Do you still know what you want for your dealership?

If you'd like to create positive, productive and profitable changes within your business, here are the first two steps.

1. Define (or re-define) your dream

2. Gain a burning desire for its achievement.

Moving on...

Willingness to Learn / Willingness to Take Action

Have you ever read any self-help “be successful” types of articles? They all seem to offer the “fail proof” way to achieve greater success. They always seems to start with putting the pen to paper and writing down goals. Goals are great, don't get me wrong. I just don't agree that they are a sustainable driving force to helping you accomplish the success you are seeking.

Don't believe me? How many people do you know that actually stick to their New Year resolutions? If setting goals gave us enough sustainable power to act, there would be no more New Year Resolutions – the world would be a better place filled with extremely thin, successful, wealthy, patient, traveling, money-saving people.

Let me submit that before putting pen to paper, one must determine the level of their willingness to learn and willingness to take action. Think about this for a second. You've clearly defined your dream and now have a burning desire. If your dream is to have a more successful dealership by selling more vehicles, take a moment to rate your willingness to learn and willingness to take action in order to make that dream happen.

If I asked you to give yourself a “Willingness” score, what would it be?

Take a minute, pull out a piece of paper and give yourself a “willingness to learn” score between 1 and 10 (1 being none, and 10 being high). What did you come up with? Now do the same for your “willingness to take action”. What? Two 10's? Really? That's amazing! Now where would your score go if I told you the only way to make this happen is to abstain from drinking coffee for one full month? Why the sudden decrease?

Here's why goal-setting isn't the first step to success. All of us have goals, most of us haven't really determined whether or not we have the willingness to make them happen. Often the only thing that stands in the way of achieving dreams is our willingness to learn new ways of doing things and our willingness to take necessary action. Are you willing to do whatever it takes to make your dreams a reality or would you prefer to just keep going as you are?

Conclusion:

Stop with the shenanigans! Continuing to do business the same way with no willingness to learn or take action will just give you more of the same depressing results. If you aren't picking up what I'm putting down right now, then selling cars and being profitable just isn't your thing.

Now - Stop blaming the economy and other lame excuses for your lack of success. Achieving your definition of success is in your capable hands. Define your dream, determine your level of willingness, and enjoy the results. You deserve it.

Michael Cirillo is the Executive VP at AutoVelocity™ and works with dealerships to help them achieve greater success through their marketing efforts.

www.autovelocity.ca

Join me on facebook

778-475-5412

It has been an amazing week here at the offices of AutoVelocity™. We are seeing many exciting things take place in the industry and it's awesome to be a part of it.

As I sit in my office this morning and do my routine check up on our clients websites, I am noticing a growing trend in the industry which I think deserves some attention. I'm not going to waste any time beating around the bush because dealers' need to know the truth - especially before too much damage is done.

How many websites do you have?

The fact of the matter is this: If you have more than one website for your dealership that almost entirely duplicates the content of another one of your websites, STOP!!! You may not realize how much harm you are doing to your online marketing efforts.

Without getting too technical, let me just sum this up by saying that GOOGLE (and other search engines) LOATH YOU! It sounds harsh, but it's the truth. 

At face value, it may appear that having more than one website would allow you to soak up more digital real-estate thus getting you in front of a larger traffic source, but that is simply not the case. You are accomplishing absolutely nothing!

Not Like Traditional Advertising

I know what's going on here. Having worked in print media for almost 10 years (and being around the print industry most of my life), I know that via that medium you can reach more people by running the same ad in a variety of publications or magazines in multiple locations. 

The internet is not like traditional advertising. Using traditional advertising logic will not work here. The web is a new arena which requires dealers to adapt or perish. Okay, maybe that's a little harsh - you get the picture though.

Google's Purpose

Allow me to quote from one of our eBooks, "Three Automotive Digital Marketing Tips" that I'd greatly encourage you to download if you haven't already done so.

Google's primary objective is to deliver search results that are 1) most relevant to what searchers are looking for, and 2) as close to their physical (the searchers) location as possible. Their algorithms are constantly scouring the web to find content that resembles what people are searching for and then deliver it. This can put the odds in your favor, depending on what your move will be from now on.

With that in mind, if you have a duplicate website kicking around the web all you are doing is confusing the heck out of search engines, and most importantly your customers.

Rock and a Hard Place

The thing about duplicating content across multiple sites is that you really put Google between a rock and a hard place. You are forcing them to make a decision of which site to give credit too albeit increasing the chances that they will just give up and not rank any of your websites. The object is to get your site more visibility, not take it away and that's essentially what you are doing by having duplicated websites on the internet.

How to make it work

If you want to increase productivity (and profitability), let's take a look at how you can turn things around for your ultimate advantage. There are instances when having multiple websites is a good thing.

Microsites

A microsite is a separate domain that has laser focus on one topic. For example, if you wanted to increase the exposure of one of your make and models, you could start by creating a microsite that focuses on nothing but that make and model. Do this for every make and model you have. In this way, you can have multiple web entities soaking up web traffic without doing yourself harm.

Keep it focused

Don't succumb to the temptation of placing your entire inventory on your microsite.

Keep the site and the information on it focused to just one topic. Doing so will allow you to reach more targeted clusters of consumers and draw them to your full blown dealer site using strategically placed (soft sell) calls to action.

Conclusion

Here's my final plea: Stop with the madness! Stop doing yourself more harm than good! If you have multiple websites that are really just duplicates of your primary website, GET RID OF THEM! The end-of-the-day initiative is to increase profitability by selling more vehicles, products and services. 

The web is not like traditional advertising where having your ad placed in various publications in multiple areas is the way to get to attract more people. One main website is all you need and if you want to ramp up the exposure a little, talk to your web provider about creating some targeted microsites.

Attract more qualified traffic, sell more vehicles.

It has been an amazing week here at the offices of AutoVelocity™. We are seeing many exciting things take place in the industry and it's awesome to be a part of it.

As I sit in my office this morning and do my routine check up on our clients websites, I am noticing a growing trend in the industry which I think deserves some attention. I'm not going to waste any time beating around the bush because dealers' need to know the truth - especially before too much damage is done.

How many websites do you have?

The fact of the matter is this: If you have more than one website for your dealership that almost entirely duplicates the content of another one of your websites, STOP!!! You may not realize how much harm you are doing to your online marketing efforts.

Without getting too technical, let me just sum this up by saying that GOOGLE (and other search engines) LOATH YOU! It sounds harsh, but it's the truth. 

At face value, it may appear that having more than one website would allow you to soak up more digital real-estate thus getting you in front of a larger traffic source, but that is simply not the case. You are accomplishing absolutely nothing!

Not Like Traditional Advertising

I know what's going on here. Having worked in print media for almost 10 years (and being around the print industry most of my life), I know that via that medium you can reach more people by running the same ad in a variety of publications or magazines in multiple locations. 

The internet is not like traditional advertising. Using traditional advertising logic will not work here. The web is a new arena which requires dealers to adapt or perish. Okay, maybe that's a little harsh - you get the picture though.

Google's Purpose

Allow me to quote from one of our eBooks, "Three Automotive Digital Marketing Tips" that I'd greatly encourage you to download if you haven't already done so.

Google's primary objective is to deliver search results that are 1) most relevant to what searchers are looking for, and 2) as close to their physical (the searchers) location as possible. Their algorithms are constantly scouring the web to find content that resembles what people are searching for and then deliver it. This can put the odds in your favor, depending on what your move will be from now on.

With that in mind, if you have a duplicate website kicking around the web all you are doing is confusing the heck out of search engines, and most importantly your customers.

Rock and a Hard Place

The thing about duplicating content across multiple sites is that you really put Google between a rock and a hard place. You are forcing them to make a decision of which site to give credit too albeit increasing the chances that they will just give up and not rank any of your websites. The object is to get your site more visibility, not take it away and that's essentially what you are doing by having duplicated websites on the internet.

How to make it work

If you want to increase productivity (and profitability), let's take a look at how you can turn things around for your ultimate advantage. There are instances when having multiple websites is a good thing.

Microsites

A microsite is a separate domain that has laser focus on one topic. For example, if you wanted to increase the exposure of one of your make and models, you could start by creating a microsite that focuses on nothing but that make and model. Do this for every make and model you have. In this way, you can have multiple web entities soaking up web traffic without doing yourself harm.

Keep it focused

Don't succumb to the temptation of placing your entire inventory on your microsite.

Keep the site and the information on it focused to just one topic. Doing so will allow you to reach more targeted clusters of consumers and draw them to your full blown dealer site using strategically placed (soft sell) calls to action.

Conclusion

Here's my final plea: Stop with the madness! Stop doing yourself more harm than good! If you have multiple websites that are really just duplicates of your primary website, GET RID OF THEM! The end-of-the-day initiative is to increase profitability by selling more vehicles, products and services. 

The web is not like traditional advertising where having your ad placed in various publications in multiple areas is the way to get to attract more people. One main website is all you need and if you want to ramp up the exposure a little, talk to your web provider about creating some targeted microsites.

Attract more qualified traffic, sell more vehicles.