A micro site, blog, social media strategy is not a set it up once and forget about it process. It requires nurturing just as the Green Pea does when they are shown their new desk. You need to identify the strength and weaknesses from your efforts and look for ways to capitalize, improve or move on from.
The End is Where it Starts
The easiest way to identify trends in what consumers are looking for in your market area is with a well planned dealership blog. A great way to dominate your local market area online is through an aggressive micro site strategy. Its fool proof that a well optimized social media presence will deliver consumers to the showroom and service lane. When the three are working together it is an army of 800lb marketing gorillas.
Set a mission goal. This is the most critical step. Determine your objectives before determining what assets you are going to deploy. For some dealers it may be just to protect their online reputation, the easiest effort, it could be to draw traffic on their competitors' names to their website, an advanced marketing strategy you have to be very careful with, others raise the awareness of the products they represent in their local market or to pull traffic from outside of their primary marketing area to increase their online saturation.
Setting up assets is the heavy lifting. The real planning starts, this is where you build your blog, launch micro sites or get everybody in the store involved in social media. You can do all three at once.
To manage your online reputation is could be as simple as deploying a dealership blog and a specials micro site and setting responsibilities for a publishing schedule and updates to the asset.
You can't track what you do not measure
A blog will help you identify trends in what consumers are looking for in your marketing area with properly installed measurement tools, such as Google Analytics. A micro site that is getting national traffic may not be in your best interest if your process cannot convert that traffic. Make sure every click and every call is measured and properly sourced.
Capitalize on Trends
If your analytics show that consumers are looking for F150 Bedliners Houston then you have an opportunity to create content to show them that your dealership is the only place in Huston to buy bedliners from by deploying inner pages on your dealership website, a fresh micro site or a blog page showing you mean business as far as bedliners go.
Managing it All
A blog that has not been updated in two months is a waste of bandwidth and expectations. Great content about how to set a clock on a 1995 Dodge Durango with a well optimized video on how to do it could drive leads via your online appraisal form.
Using these mediums requires hands on management so you don't miss opportunities you would not otherwise have. Set it and forget it is no longer a valid online marketing strategy. Once the expectations are set, trends are identified and deployment is streamlined the puzzle comes together and you have bred 800lb gorilla that your competition will never conquer.
About the Author-
Paul Rushing is the owner of SEGA Systems, LLC with over two decades of high ticket retail experience. He can be reached at 912-266-1629, firstname.lastname@example.org
, or www.dealerbytes.com