Is a “Do It Yourself” online marketing approach best for your dealership?
Some dealers opt for a “Do It Yourself” approach when it comes to managing online marketing campaigns. Instead of seeking outside, professional assistance from industry experts who know their brands, makes and models as well as they do, they think that they can handle the job by themselves.
Is this a good idea your dealership?
It may be tempting to think that you know what works for your rooftop better than an outside party. After all, you (and your extended family in many cases) have put your blood, sweat, and tears into the business. You built it, so you know what’s best for it, right?
Go online right now and do a Google, Bing, or Yahoo search for the brand you carry and your highest-margin segment and model. For example, Ford, 2014 SUV, and Ford Escape. Other local and regional dealers (read: competitors) are actively trying to lure in-market shoppers for these searches to their dealerships. If you’re attempting to stand against those competitors with limited digital marketing know-how, you’re setting yourself up for a less than ideal outcome.
One study shows that owners who manage their own online marketing efforts waste 25% or more of their investment every month. That study reviewed 500 businesses that manage their own Google AdWords campaigns and found that they were losing money because of a lack of time and expertise in managing their ad copy, bids and more.
What does that mean? It means that, like you, people who own or manage their own business are pulled in a variety of directions. They have customer service issues that they need to address. They have employees to keep happy. They have systems and processes that they need to keep operating at optimum efficiency.
They find it difficult to keep up with their online marketing to learn what’s involved in running a successful, sustained online marketing program. They’re too busy managing the day-to-day operations of their business to add one more thing to their plate.
So, what’s the answer? That’s simple: professional assistance in online marketing. Avoid the temptation to tackle online marketing yourself (DIY) and instead seek the guidance of someone who’s an expert in the field.
Experts that know automotive are worth their weight in gold
Google Premier SMB Partners with a dedicated auto team have experience with a wide variety of digital advertising tactics. They run hundreds of campaigns for dealers just like you.
The very best leverage “big data” from these campaigns everyday, showing clearly what’s working in other markets to make your campaign perform at maximum efficiency. The KPIs (key performance indicators) they deliver go far beyond what any DIYer can accomplish for you.
Experts know how to write (and test) ad copy and imagery that triggers clicks from qualified shoppers, and how to convert those clicks into sales with relevant landing pages on your website. They’re also familiar with the latest trends in digital marketing and they know what the competition is doing.
Finally, they have the tools necessary to research the most effective means of getting your marketing message out to people who are likely to respond. The bottom line: An online marketing expert may cost a little more, but the best will attract more in-market shoppers to your rooftop every month at a lower cost per conversion than doing it on your own.
It may be tempting to attempt an online marketing campaign on your own. But like any effective marketing effort, it requires a lot more effort than just “setting and forgetting” a few stale ads, keywords and broad geographic area. If you collaborate with an expert in auto digital marketing, you’ll end up with a better response rate, more sales, and a better return on investment.
