Search Engine Brand Marketing for your Dealership
When you explore the topography today on the topic of search engine marketing throughout the auto industry, you will find there are common misuses and misunderstandings about certain key concepts and terminology. This causes long-term problems for dealers because they are getting caught up in contracts with the wrong expectations. It’s like PPC all over again.
One example of this is Automotive SEO. When you look at the marketing copy of SEO providers, the main themes and expectations being set are:
- Keyword research
- Content Authoring
- Tagging
- Link Building
- Search Engine Submissions
- Site Analytics
- Increased Site Traffic
SEO providers have geared and pitched their SEO product as something that drives traffic and increases leads. Ok, good. But they are selling you short. These are all great things and are indeed features and benefits of SEO, but there is one thing missing across most all marketing copy you will find on the Web in automotive land – YOUR ONLINE BRAND MARKETING STRATEGY.
Online Brand Marketing, or iBrand Marketing, is important to grasp because SEO is permanent part of your dealer operations.
Consider other areas of your business such as the Service Department and your CSI. Or the F&I department with your upgrade incentives and warranty packages. You don’t just pay some random vendor a few grand to make it work. You put thought and time and training into these things in how they impact your dealership long term because they are forms of reputation management.
The Internet is no exception and these things must be considered and incorporated at an even greater capacity because your online presence is more than just a lead generating conversion tool. It’s a representation of your brand, i.e. the unique qualities and character of your dealership.
[tags]auto marketing, sem, search engine optimization, organic search, ibrand, brand marketing, marketing strategy, car dealers[/tags]
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