As I am sitting here in my hotel room thinking about the seminar I just completed, I can't help but wonder whether the information I presented to the hundreds of dealers in the audience will make a difference. Did it make an impact, or was it just given "ear" service?
In this issue, I want to return to the core applications that will make your dealership more successful online by giving you three basic, powerful techniques that can be put to work at your web site with virtually no investment. As you will see, these three ideas can dramatically increase your web site traffic and sales within 30 days.
1. The first technique I call paving the road. This is really a set of foundational techniques. The rules on engagement for Internet sales are to create a web site that is easy to navigate, fast to load, and efficient in every way possible. Be sure your potential clients are within three clicks of receiving any piece of information they may desire on your web site. If it takes more than three clicks, 73% of people will leave your web site. Amazon.com has it down to one click to purchase from any location on their site. If your web site uses a lot of graphics on your front page, be sure your web designer properly compresses them to ensure a quick download. If after compressing your graphics, your web site still loads too slowly, you might want to redesign what you have on the page. Twenty seconds is about the maximum time you ever want it to take for your home page to load on an uncached computer. Any longer and your prospects will surf away.
In addition, here are some of the basic minimum features you will need to offer your customers at your web site:
· Complete and updated new and used inventory. People go online looking for information. Provide it for them and watch your sales grow.
· The ability to book service appointments online.
· Offer specials to Internet shoppers that you will rotate out weekly, similar to your newspaper advertising.
2. The second technique is building relationships with other web site owners in your marketplace. To do this you will need to design a links page on your web site. Then use search engines to find out which businesses in your area have web sites. The next step is to call or email them with a simple offer, for example, " I have just come across your web site and was wondering if you would create a link from your web site if I do the same for you." This is an easy way for you to pick up advertising all over the Web for free. The best part is that you can have thousands of links all pointed at your web site, with no maintenance or cost for you. The goal is to develop relationships with web sites that have more traffic than you do; this will help get your dealership's name and offers in front of more eyeballs.
3. The third technique is my favorite: Create an online newsletter and watch your sales go through the roof. To make it happen fast, the first thing you need to do is create a place on your home page that people can click on to receive your "Home Town Dealership" monthly newsletter. Have them complete three lines of information-full name, email address, and make, model, and year of their car(s). You need to have your web designer put this information in a database for you. I recommend Microsoft Access because of its ease of use and modification ability. Next you need to design your monthly newsletter. Since it is really just an email message, you don't need to get fancy. If you want an example of what an email newsletter looks like, click on our front page and subscribe (see byline at end of article) to see the overall layout of a newsletter with over one thousand automotive subscribers. Be sure your newsletter isn't a sales pitch. Provide useful information to your users. You can put in a blurb about your dealership, but don't hit the people in the face with ads. The final piece of the puzzle is an emailing program. There are many available; I personally use two, Mail King and Mailloop. Both are easy to use and effective. Either will completely automate sending out your newsletter.
As I sit here and reflect on these three ideas, I can't help but wonder how many dealerships will take them to heart and implement these techniques. Those who do have a 200% better chance of having a successful Internet business.
Todd L. Smith is the President and C.E.O. of Target Marketing Group, the leading automotive Internet solutions provider. He is the publisher of the manual "Automotive Retailing on the Internet." TMG works with OEMs, dealership groups, and individual dealerships on creating Internet strategies. Visit Target Marketing Group's website at www.tmg-online.com. If you have specific questions or require more information about this subject, please check the appropriate box on the reader response form on page 3. tsmith@dealeronline.com