Strategic tips for online used-car marketing revealed

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After taking a year’s sabbatical, Cherokee Publishing held Auto Remarketing Canada 2011, its fifth, from April 12 to 14 in Toronto.

To help dealers grapple with online advertising, one of the sessions targeted best practices and strategies for online advertising.

Try these on for size.

Brad Rome, V-P Canadian Black Book: It’s absolutely critical that you provide enough information about the vehicle listed. Don’t hold back or they won’t come. The Internet is the showroom. If you don’t provide the information consumers are looking for, they will find another vehicle and another dealer close by and see them first.

When you get a lead, manage it quickly.

Cathie Clark, director brand development AutoPark Group of Dealerships: Look at what’s being searched for online and the prices dealers are charging. Price your vehicles accordingly. Then give the information that consumers are asking for rather than holding back and they will come to you.

Mark Albert, sales manager, Carpages.ca: If you get the right sales person, do video walkarounds on YouTube video. The salesman builds rapport with the customer and they will show up at the dealership asking for that salesperson.

For your own site, make sure that the content will help you rank high when Google sends out one of its crawlers to crawl on you site.

Google has rules and principals for search engine optimization. Work within them and you will rank well when people search for make, model year and similar searches.