Choosing a lead provider
Posted: Thu Sep 21, 2000 5:46 pm
I am in agreement with Andone. "B" line dealers do have a problem no matter what they are doing. That is primarily a maufacturer problem for not boosting Internet Marketing ventures for their own product. So in the case of 3rd party lead generating sources, they do provide some leads, but without the excitement it is often at a negative loss financially.
Search Engines are the best way to generate traffic. Not only are you building value in to your brand, but unlike most 3rd party sources, you are building value into your dealership. I have found that by focusing on marketing of my own sites within my Auto Group we have effectively driven more traffic that is better quailifed and easier to close as well.
Although this isn't to say that you should not use these services. As Andone stated, these services are generally more market specific driven and have an advertising budget that far exceeds that of most local dealerships. They will always have to be an intrigal part of the Internet Sales in dealerships, but I believe that more dealers should start looking at self promotion as well. That also ususally means hiring an IT individual or organization to accoplish this as most dealership personel (In my experience) are not qualified enough or knowledgeable enough to accomplish this. And there are few training services or schools that focus on Internet marketing so it is hard to even train someone.
Experience is what pays here. And experienced internet marketing reps are seldom found that actually know what they are doing.
Search Engines are the best way to generate traffic. Not only are you building value in to your brand, but unlike most 3rd party sources, you are building value into your dealership. I have found that by focusing on marketing of my own sites within my Auto Group we have effectively driven more traffic that is better quailifed and easier to close as well.
Although this isn't to say that you should not use these services. As Andone stated, these services are generally more market specific driven and have an advertising budget that far exceeds that of most local dealerships. They will always have to be an intrigal part of the Internet Sales in dealerships, but I believe that more dealers should start looking at self promotion as well. That also ususally means hiring an IT individual or organization to accoplish this as most dealership personel (In my experience) are not qualified enough or knowledgeable enough to accomplish this. And there are few training services or schools that focus on Internet marketing so it is hard to even train someone.
Experience is what pays here. And experienced internet marketing reps are seldom found that actually know what they are doing.