Having a virbrant and creative marketing campaign is all well and good, but without a stong and flexible website in place to support it success won’t be easy, as GForces’ Tim Smith explains in the September issue of CarDealer magazine:
From post-match interviews with crestfallen coaches to team-building seminars the length of the country, it’s hard to escape the wisdom that a team is only as good as its worst player, a chain is only as strong as its weakest link and behind every great man there’s a great… chair.
How many television and print ads have you seen that advise you to “see in store for further details”? When you do head to the store you undoubtedly find an impressive front-of-store display or a member of staff wearing a shirt practically begging to tell you all about said offer. If you had to scour the entire store to find even a hint of information you’d leave and the campaign fails. Without the strength offered by in-store support, it’s too weak.
This principle applies to companies using the internet to generate interest in an offer too. If a company is using web advertising to draw attention to a special offer then that offer needs to be represented on-site or visitors won’t hang around long enough to become users, let alone make an enquiry.
For automotive dealers this means making sure that pages carry information that’s relevant for the traffic. If clicking on a Pay-Per-Click advert for the Scrappage Scheme instead leads to information about deals on a 5-Year Warranty then an internet user won’t hang around. While PPC advertising will drive traffic as part of a marketing strategy, its success in generating conversions is reliant on the website itself.
Increasingly, internet audiences judge companies based purely on their online presence. If a website isn’t functioning and appealing or if it doesn’t carry information a visitor is likely to need, opinion of the company’s offline standing is considered in the same light and chances of conversions are drastically reduced.
Dealers give careful consideration to the placement of vehicles and offers within their dealership and the same should apply to their online presence. Your dealership isn’t an impenetrable maze of cars and giant offer posters so your website shouldn’t be either. As able as web marketing is at delivering traffic to your site, your site needs to welcome that traffic and give it a reason to stay.
Our clients see success from their web strategies because they view their website as an extension to their dealerships. The internet is continually evolving and websites require constant attention in order to survive in what is an extremely competitive market place. Using GForces’ NetDirector Auto means that stock levels and information, offers and images can be easily and continually updated.
Having a really strong web marketing campaign driving traffic to your site is essential. However, without an equally strong, and flexible, website in place to support it, wondering why it’s not converting would be like selling all your best players and wondering why a fragmented club loses 6-1 to Leyton Orient.