For the past 8 months Impact Auto Media has been working with Capitol VW Hyundai in San Jose. During this time we employed a strategic web program that deployed Craigslist advertising, custom micro sites, reputation management, Facebook Management, Facebook applications, and custom web page management.

While we anticipated an increase in sales as the market improves the results we have seen are far beyond what our surrounding dealerships are experiencing. We achieved a sales record 89 internet sales in February 2010, and a record shattering 106 internet sales in March 2010. We are currently on track to beat this record in April.

Here is the specific program we deployed.

Craigslist Advertising

Not the single auto with picture and phone number you typically see, but full color, full page advertisements just like the old Sunday paper two page spread. These ads drive 300-500 new visits to the dealership website per month, far surpassing any print media comparison at a fraction of the cost.

The ads are placed in all surrounding markets at once and run for 7 days at a time. Ads are reposted four times a month to provide full time advertising ongoing.

Dealer Micro Sites

Target regional locations, new model autos, name brand incentive programs and more. By using specific URLs with matched target content you can create a  lead driving micro site that will generate sales for many months. The targeted SEO that this powerful combination of URL and content provides can yield hundreds and even thousands of qualified visits every month.

Reputation Management

We work with BetterDealer.org to provide an outlet for dealers to publish all the good reviews they receive in sales and service, on the web. By providing a verified third party resource for good reviews we counter the typical spew that spoils the value and credibility of other free-for-all websites. When properly linked to from your website our reviews will rank first page in Google for your dealership name searches as well a your name+reviews searches.

Facebook Management

Facebook is typically a high maintenance and low yield proposition. When misunderstood or unmanaged in a free for all with employees wasting precious sales hours posting all sorts of nonsense, the whole exercise can leave a dealer wondering what all the hype is about.  On the other hand there are dealers who have mastered Facebook as a tool, generating both sales and good will with their customer base.

Such was not the case with Capitol VW before we stepped in. However, we found that over time a steady flow of testimonials, auto tips, sales specials, service specials, and local auto related news was the key to creating a useful resource that customers love.

Don’t be fooled by low Facebook fan counts,  despite all the hype, most people, especially typical middle aged car buyers,  do not have a Facebook account. A Facebook account is required to become a fan of your page. That does not mean that your Facebook fan page is not being found in web searches and visited several hundred times a month.  Our page reports tell the real story. A well managed fan page that is properly linked to from your website and regularly updated with useful and interesting content will receive hundreds of visits per month, both through your website and through web search. Being proactive and well organized on Facebook shows customers a glimpse of how your dealership operates and will tap into the most affluent customer base you can find; avid web shoppers.

We can make Facebook work for you with little or no effort on your part.

Facebook Applications

We provide custom branded dealer inventory linked Facebook applications. Not the kind of inventory integration that is hyped by overpriced developer companies, but simple new models and used car linked applications that drive customers to your website.

We have found that even though the ability to search inventory directly in Facebook may sound appealing, the simple act of clicking on a vehicle model and landing in that search on the dealer website changes the dynamic of the search experience. They are now on your website not Facebook and more incentivized to make contact.

Our Facebook applications are available as a standalone product or come included in our standard Facebook management service.

Custom Sales Specials Web Page Management

While many local customers will find your website, very few will venture to the manufacturer website, and fewer still with the web savvy to search and find the latest finance deals being offered by the manufacturer.

By simply listing the finance incentives offered by the manufacturer on a custom page on your website you can provide a motive for the value shopper to use your website as a primary tool in their buying process.

In conclusion

All of the above programs are made available via links from the dealer website. This allows search engines to associate these web properties with your dealership, as well as providing an opportunity for them to be listed in the search engines for general auto related local searches.

The entire program can be implemented over the course of several months and yields benefits within weeks that will only grow over time. Most elements of the program are offered on simple month-to-month terms at very low rates you can see in our price sheet below.

Marc King is the founder and CEO of Impact Auto Media, a full service auto dealer digital marketing firm based in San Jose California. For more details contact Marc directly at 408-250-2390 or on the web at www.ImpactAutoMedia.com