Mistake #1: Using Outdated Search Engine Optimization (SEO) Tactics
You understand the value in ranking high in Google’s search results. However, as Google gets smarter, SEO best practices change. For example, there was once a time when ‘keyword stuffing,’ cluttering a webpage with a large variety of (sometimes unrelated) keywords, was an effective way to easily manipulate a website’s ranking on the Search Engine Results Page (SERP). Google wised up and now filters keyword-stuffed pages out of the results because these pages lack useful content and provide a negative user experience.
Keywords still play a part in your ranking, but with today’s algorithms its more beneficial to use a variety of SEO tactics such as making sure your website focuses on local SEO, publishing useful content, collecting online customer reviews and keeping your Google My Business page and other online directories up-to-date.
Mistake #2: Not Keeping Inventory or Product Descriptions Current
Having complete and accurate product information on your website is a must. Now more than ever, shoppers are doing online research on products before setting foot in a store, and your website is a key part of their research process. These ROBO (research online, buy offline) shoppers browse your site looking for product prices, specs and photos. If they can’t find that information, they’ll likely assume you don’t offer what they need and choose to shop with a competitor instead.
To make sure your website is the best possible resource for shoppers, ensure that your online inventory is an accurate reflection of what’s available in-store. Update your website regularly to remove sold units, and post new units and descriptions as soon as you can.
Mistake #3: Not Using Email Marketing
Chances are, you’re trying to attract more than one type of customer. Consequently, different types of customers want different things and are probably at different stages in the purchase cycle. By not using email marketing, you are missing out on the most efficient and cost-effective channel for communicating with a wide variety of customers.
Email marketing drives more conversions than any other marketing channel, including search, social and direct mail. (Monetate) It also allows you to directly nurture your customer relationships. Your customer base can be segmented, or divided, into groups that will receive different messages based on what type of customer they are, or how they respond to your current marketing. Because email improves customer acquisition, customer segmentation and brand awareness, marketers have noted a 760% increase in revenue from segmented campaigns. (Campaign Monitor)
Mistake #4: Not Having a Mobile-Optimized Website
Today, more people access the internet from their mobile device than their desktop computer, and that number is predicted to keep growing. By 2019, mobile is predicted to account for 79% of all web traffic. Having a mobile-friendly website is no longer an option – it is essential for any business. Without one you can expect to see a lower Google SEO ranking, less website traffic, higher bounce rates and less conversions.
Mistake #5: Investing in Old Advertising Tactics
You (and your ads) need to be where your customers are. Old marketing methods can still be applicable depending on the product and customer, but investing in the new digital marketing tactics such as Pay-Per-Click (PPC) advertising give your dealership a number of advantages and customer insights that old methods do not. PPC advertising improves your online SEO presence and is a cost-effective way to drive targeted shoppers to both your website and brick-and-mortar store.
By making any of these mistakes, your dealership is missing out on opportunities for leads, customers and a higher bottom line. Make sure you learn more about investing in these digital marketing concepts. If you don’t know where to start, reach out to ARI’s Digital Marketing Team. We have industry experts who want to provide you with the best marketing tools and advice for your business’s long-term success!