4 Parts of Automotive Digital Marketing Core

By David Johnson

There is a lot to dig­i­tal mar­ket­ing, every­thing from pay-per-click and auto­mo­tive SEO to auto­mo­tive social media, remar­ket­ing, video pre-roll, email, and more.

It all boils down to per­fect­ing the core of dig­i­tal mar­ket­ing. From that core you can then spread out and imple­ment oth­ers; but if you lack the foun­da­tion, then your whole dig­i­tal house will come tum­bling down around you. Check out the “Core 4”:

Core #1 – Search Engine Opti­miza­tion

  • SEO helps to cre­ate demand and goes straight to the bot­tom line.
  • Think dif­fer­ent­ly of SEO, not just as a way to dri­ve traf­fic to your inven­to­ry but as a way to set your­self apart from the oth­er deal­er­ships in the area.

Core #2 – Pay-Per-Click

  • Don’t set­tle for your pay-per-click ads going direct­ly to the front page of your web­site or even to the front of the inven­to­ry sec­tion of your website.If some­body sees an ad for a 2012 Ford Explor­er you bet­ter make sure that it links to a page about a 2012 Ford Explor­er.

Core # 3 – Email Mar­ket­ing

  • Email newslet­ters are a great way to stay in front of peo­ple, if done the right way – and by right way I’m talk­ing about the cre­ation of val­ue, then an email newslet­ter is a great way to influ­ence loy­al­ty and direct sales, espe­cial­ly in the ser­vice depart­ment.

Core # 4 – Social Media

  • By becom­ing syn­ony­mous with a social cause, a pas­sion or a lifestyle you will inher­ent­ly become part of that con­ver­sa­tion, which goes a long way to cre­at­ing the same feel­ings for your deal­er­ship that peo­ple have for that social object.

Bot­tom line: Rep­u­ta­tion mat­ters. The “Core 4” is a way to not only dri­ve direct traf­fic but dri­ve demand – for doing busi­ness at your deal­er­ship over all the oth­ers.

David John­son is pres­i­dent of Per­sua­sive Con­cepts. Read the full arti­cle here.

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