Simplifying search marketing for car dealers

When it comes to Automotive Search Marketing, one thing service providers often ignore is the fact that the big decision-makers at car dealerships do not spend their time actually engaged in search marketing. They typically occupy their time with helping the dealership close more deals. This can make the process of conveying the importance of search marketing a challenge.

Last week in a presentation meeting with one of my clients, the GM showed up about 15 minutes after our scheduled time and was only partially focused on the gathering. However, he did not miss a beat when he noticed someone standing near the showroom possibly interested in a purchase. “Hold on,” he told us as he quickly captured the attention of one of the floor reps. “Is that a fresh up?” asked the GM.

So how do you capture the minds of these decision makers about something as essential to their business as search marketing? Writing on key phrases such as “automotive seo” and “automotive blog marketing” are sure ways to gain visibility on search engines, but what’s the point if the decision-makers aren’t searching there to notice you?

Search Marketing is not the only business need with this challenge, but it certainly is one of the more challenging. Partly because it is so new and foreign to most dealer principals and GMs and partly because it is so intangible, almost abstract. Performing searches in front of these folks is helpful, but often times they become overwhelmed with concepts and terminologies and lose interest.

To assist with this, we break today’s Organic Search Marketing into a four distinct categories to create a basic sitting room if you will of the faces of organic search. They are…

1. Quality Content
2. Search Engine Optimization (SEO)
3. Link Building
4. Search Engine Visibility

Each of these distinctions has a variety of core elements or services behind them that ultimately define what they are and how they benefit dealers, but this is where we begin. Of course, search engine visibility is where we drill in the idea of how Organic Search impacts the bottom line.

[tags]automotive, automotive industry, automotive marketing, search marketing, organic search, organic search marketing, search engine marketing, search engine optimization, car dealer marketing[/tags]