Let’s face it, Digital Marketing is now the engine that drives dealership sales. I’m not saying that it’s just Digital, but if your Digital is broken, no matter how much you spend on Traditional it doesn’t matter. Fix your digital first!
What do I mean by broken? We see web sites that don’t have Social Media icons. In fact many dealers do not even have FB, Twitter, YouTube or Google+ Accounts and if they do do in most case they are not current and have no consumer engagement. We see links that go nowhere, no scrolling new car specials, no lease payments, etc. We see dealers that their competitors are buying their name through paid placement, not to mention horrible organic management. We see dealers with multiple bad reviews across many of the review sites. And, we find these issues more often that not.
Let’s take a closer look at “Digital” and what is included. It’s Web Site Management, Pay Per Click, SEO, Semantic SEO, SEM, Social Media Management, Reputation Management, Email marketing, etc. A wide variety of areas, but that are all tied together in the day-to-day marketing of your dealership. Over the past several months we have seen dealers concentrate exclusively on Digital in a systematic organized manner and move the needle dramatically, which is not surprising based upon the research we have all seen and rehashed.
I have a dealer friend that owns a fringe Dallas CDJ store that in the past 12 months cut out all of his traditional media (print, radio, TV, direct mail) only keeping his local cable budget. He decided to make as he calls it “a very serious and concentrated effort on digital”. He event went to the extent of installing a $30,000 photo lab so that every picture of each car that his lot is perfect and consistent (he takes 33 pictures of each vehicle). He took his digital budget from $15,000 a month for $40,000 a month (all in). The result: 10,000 web site hits a month and over 200 calls a day to his BDC – which has translated into 175 New and 150 Used in a town 45 miles from Dallas!
We have a Chevy Dealer that went from 90 to 120 units in less than 90 days and the only thing he changed was his digital.
We are not advocates of what my CDJ dealer friend did, as we firmly believe that a good mix of traditional and digital is the answer. What kind of mix is yet to be determined, as it varies store to store and market to market. However a good rule of thumb would be 40% Digital and 60% traditional, if you have the budget to do so. But if not, the old adage “Be Big Somewhere” is applicable – in other words DOMINATE DIGITAL.
We are half way through the year, and if you are not pleased with your stores performance maybe it is time to take a good look at your Digital efforts. We can do a complete evaluation of your Digital footprint including Web Site (links, back-links, functionality), SEO, SEM, PPC, Social Media and Reputation Management at NO-CHARGE. We will do this via a web-call with our digital experts showing specific examples (screen shots) of your areas of vulnerability. And, we can have you up and running in less than 72 hours.
Q Marketing Group is a full-service marketing agency that provide best-in-class digital services through Q Digital Group (www.qdigitalgroup.com). Our services are in top dealers, including the #1 Nissan and #1 Hyundai stores in the USA.