The online-offline translation in search marketing

As with off-line advertising where you strive to make your dealership known and visible to physical markets, the same must be accomplished online in virtual search markets. You need to make sure that your dealership website is visible to people on the Internet whether or not they are looking to buy a car. Doing so helps make your brand more known to and recognized by people in your area when they are online.

When you are watching a television program and a car ad appears, you might not give the ad a second thought unless you were on the market. Same goes for when you head a dealer ad on the radio, or see one in your local newspaper. Dealers spend tens of thousands of dollars a month to appear in these ads to keep their dealerships visible in the physical geo markets. In fact, for most dealer websites, the primary keyword drives to the site are those with the dealership name in it, which indicates that most people visiting a dealer site intentionally set out to find it.

Automotive Search Marketing is typically geared towards geo markets and brand markets where the car buyers are. But while the brand markets are the most relevant content-wise, they also produce far less volume than non-brand auto markets, e.g. used cars, and geo markets, e.g. dallas car dealers. The challenge however with targeting the non-brand auto markets and geo business markets is that they are often dominated by 3rd-party automotive sites and directory sites. Dealer sites have trouble competing for visibility with such universal sites.

With RSS Marketing, dealer sites can penetrate these targeted search markets. By incorporating a specific formula, dealers can select a handful of high-volume universal search markets they wish to attain visibility and with the right effort can ultimately attain a level of virtual visibility that they have in physical markets…and with added perks.

Aside from costing at least 30% less than newspaper advertising for accomplishing a similar desired effect, dealers also benefit from residual and relative search. By focusing on non-brand auto markets in your geo market with RSS Marketing, dealer sites are naturally visible in their brand markets because search engines are smart like that. While often it is advantageous to have brand-specific efforts in place, and certainly easier to attain, dealers can use RSS Marketing to tap into the more universal auto and geo markets and experience a good return on their investment.