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PAUL ACCINNO

PAUL ACCINNO CEO

Exclusive Blog Posts

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Is it Worthwhile to Build Microsites?

Microsites

They say that no good deed goes unpunished and great things will eventually be spoiled. This happened to microsites in recent years. What started off as a great strategy was overused and abused by some vendors to the point that now many dealers are scared to touch them.

Here's a brief timeline in case you're not familiar with the evolution of microsites. ADM chief Ralph Paglia was actually one of the pioneers in the microsite world when he brought them to Courtesy Chevrolet a decade ago.

It was a secret weapon for a handful of dealers and something that very few vendors offered. They would bring in great traffic and could generate leads. Then, people started catching wind. Vendors started offering them and in some cases absolutely abusing them for both SEO and general spamming reasons.

When Google Panda was released in 2011 and then when Google Penguin was released in 2012, they went a long way to killing off low-value microsites, especially the automated ones. Many vendors stopped offering them.

Now, we're back as an industry to be in an upward swing. With fewer doing it and with the technologies improving, we believe that they are now a valid strategy again. To prevent them from being abused, here are a couple of key points about them:

  • Do NOT Automate Them - The biggest reason the bubble burst in the first place is because too many companies in and out of the automotive industry started creating really low quality and often automatically-generated pages. These are worthless and will actually do some harm to your marketing.
  • Stay Focused - We talked in-depth about microsites on our website, showing that it's extremely important keep a page focused on one goal at a time. If you try to accomplish too much, you'll actually accomplish nothing.
  • K.I.S.S - You're not selling a car or describing a complex lease plan with microsites. You're just trying to get inquiries. Less is more. Don't overdo the content.

There are other best practices that we know have an impact, but the important thing to post about publicly is that microsites are, for the most part, dead. This means that those who "revive" them the right way can reap more benefits than ever before.

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