Is Your Dealership Internet Savy?
We all know that the importance of the internet to the dealership is growing everyday. As every day passes consumers get better at researching their purchases online. There are countless ways to find out every iota of information about a car. Go to the manufacturers website and you can find all of the specifications of the model your interested in. Need to find out what the msrp is? Just a click away. Want to know which car is safer. Click again. This months special finance offers. Click. Click! Click! Click!
So with all of this information in the hands of the consumer the individual dealership has to realize that it is time to step up and get with the program. Just having a website with some pretty car pictures and some web bells and whistles is not enough to convert site visitors into paying customers anymore.
For instance, just a few years ago it might have been enough to have a pretty website. After all, did you really place that much weight in it’s ability to bring in the cash? Some of you did. Most or you, and still some of you even now, didn’t think that the internet could replace the tried and true, face to face, of the showroom.
If you were one of those who saw the potential, you made sure that your website was ready. You got your webmaster to optimize the site with keywords and meta tags so that you showed up in a search. You implemented a inventory search for new and used cars to the site. Maybe you even post your current print ad or specials right there for the visitor to see.
So, how is it working for you so far?
Chances are that your still not so happy with your internet sales. Who are you going to blame it on? The sudden downturn of the economy? Your internet sales manager? Your location? Maybe all of the above?
Well, don’t despair. The internet is not dead and, if you believe some of the reports, internet sales of cars is only going to grow in the coming years. Some would say that perhaps the days of the salesman are numbered. Others say that will never happen.
In the meantime, here is some thoughts on the subject. Last year some of our customers were doing very little with their websites. Internet sales were lagging. Utilizing updated knowledge of SEO tactics, combined with aggressive banner advertising pointed to our micro site landing pages, we have seen dramatic increased in traffic. One site, for example had 60 visitors in February ’07 but in February ’08 has 11,273 unique visitors.
Many dealers are using a whole new variety of tactics to bring visitors to their sites. Inclusion to social media sites, use of rich media, and reworked search engine optimization are just a few of the new tools. According to this article, a survey by Princeton, N.J.-based Kelsey Group noted that 59% of the surveyed dealers plan on using internet video on their sites during the next year compared to the 33% currently showing video. Those using social media sites will rise from 15% to 33%.
Of course, there are also some ideas that, while they have merit, may not sit too well with the consumer. A new wave of bluetooth marketing is emerging. The concept is simple. And wicked. Set up a bluetooth transmitter and transmit to any bluetooth cellphone within receiving distance.
Along with contact details, a video of a hot new car model could also be sent, or maybe details of a special financing offer. With a little imagination, car dealers could really connect with their customers in a fun and unique way.
Seems pretty savvy considering the increasing use of cell phones. But will those unsuspecting passerbys be happy that they are receiving unwanted messages on their cellphones?
The bottom line is this. If your dealership website is not bringing in business you need to take action now. Omni Automotive Advertising has had great success in helping our clients. Give us a call today at 561-620-4774 or email us today!