Behind every champion is a powerful team, from Formula One racing to football teams and even the internet. As GForces’ Tim Smith explains in the December issue of CarDealer magazine, behind every award-winning website is a dedicated team…
As the media furore returns to a gentle simmer, interviews and articles about Britain’s second consecutive Formula One World Champion all share the sentiment that, as good a driver as he is, Jenson wouldn’t have achieved success without a strong team behind him.
Just as Mr. Button’s title-drought for his first eight years in the sport or Damon Hill’s lack of further titles after switching teams makes clear; a good driver isn’t the only element of a title win. Behind every podium placement there’s a group of tireless individuals making sure that the car and driver are backed up by a strong and flexible team and strategy. From team principles and aerodynamic experts to pit-stop tyre changes and fuelling decisions – it’s these elements that ensure a sure-fire victory doesn’t turn into an early retirement.
The same principle applies to automotive dealers looking to achieve success in a world that’s just as competitive as the F1 starting grid – the Internet.
A recent survey of vehicle buyers revealed that 88% used the internet for information as part of the vehicle buying process with the majority of customers making use of dealer websites over manufacturer sites (source: CAP Gemini).
So how can automotive dealers ensure their website is in a position to grab the attention of vehicle buyers online? And then how can they ensure their site can win leads?
Having a good looking website is one thing, but having a strong yet flexible strategy and team behind your website is vital. It means it can adapt to every change in the market and user behaviour.
Responsible for 181,117 new vehicle sales this so far this year, the Scrappage Scheme has been one of the biggest motivators in new vehicle sales yet. One of our clients, The Stoneacre Group, was well ahead of this trend with their marketing strategy. Some six months before Mandelson’s announcement, the company was running a dedicated blog on the scheme. With 36% of car buyers using information sites as part of their decision making process, Stoneacre were in an ideal situation to drive qualified leads to their site, itself built on a flexible platform already prepared to handle enquiries on the Scrappage Scheme the second the offer went live.
Both your web marketing strategies and platforms need to be able to adapt and evolve in line with the latest changes as they happen. Not only to “cash in” but to ensure you don’t get left behind by the competition.
Our clients at GForces benefit from the support of a team with strong and flexible software, management and marketing. Whenever there’s a change in the market, they’re able to act immediately with a strategy already in place.
In the race for online enquiries, automotive dealers need to ensure that their site is backed up by just such a web strategy. From the design and functionality of a website to dedicated support and marketing – it’s these elements that make the difference between a site without visits and a lead-generating Digital Dealership up for an EWard.
Check out GForces’ web marketing solutions can target your website effectively for the ultimate ROI and how our clients websites saw success in the Ewards and keep up-to-date with Tim Smith on twitter today.