Hiring a Full-Time SEO and Internet Marketing Manager for your Dealership

[Jennifer Schrader (blog)]

This is too funny! As reading and posting comments to this post yesterday, I got a call from the Internet Director at a dealer group not to far from me. They just taken on an additional store too. ( You will see the results below for he is very pleased )

I have been speaking with the GM of this store on a weekly basis pushing him to realize that this Internet Director cannot do full circle sales and keep up on the marketing, budgeting, advertisements and SEO / SEM that he wants him to do.

Expecially taking on the additional store.

After pushing him to realize that this Internet Director is not just an Internet Director, for he is a Manager, an E Commerce director, Marketing Director etc etc etc and so on.

So the call, He got a set salary and makes a certain percentage off the units sold through out the internet department, he got a staff of 3!! He has all management authorities and oh yeah he does not have to sell no more!!!!

Keeping him happy along with recognition of his efforts will keep him striving further and much more for the dealership! Shoot, he and I helped the dealership save $50k over a 2 year period!

This is way too awesome that my nagging (Well not nagging, but true common sense to get the GM to understand the importance of that position in any dealership was my true success!)

 

[Ron Northbird]

Hey Ladies and Gents,

I have to say I enjoyed reading the post and feedback. I am fortunate to be working one on one with multiple dealerships on either SEO, SEM or both. This is a subject that seems to intimidate some dealers and managers and some just don't get the fact that Search Marketing is here to stay, and Optimization is a must, not to mention its vital to have someone knowledgeable in all aspects of how things work with optimization and marketing. These are the cheapest ways to get quality traffic and amplify RIO as well as free up the "sales" managers to focus on their part in the sales process. Sales!

So are dealerships ready for this?
I would say the dealers in the 21st century have already moved in this direction or are already looking to go this route to not only save money but also have access to campaigns 24/7.

Where do you find these people?
I typically get referred by other vendors including other website designers, CRM companies, internet consultants ect.. Simply because I've worked with them in the past, currently or will be for future projects.

Some things to know before outsourcing for SEO, this starts with your website design and the company must have total access to your website in order to offer true optimization. So I would stay away from companies that do not build and market their own websites.
Outsourcing for Marketing can be tricky depending on the company taking over. I've found most dealerships want a company to handle the website and marketing all in one.

That's all for now... Ron

 

[Ron Northbird]

...Oh yeh the Pic cracks me up!

 

[Tony Weaver (blog)]

SEO/OEM, Social Networking-blah, blah, blah.

Either you as Internet Managers have what it takes to do all these things or you don't. A good Internet Sales Manager can manage his, or her team, update the site specials, rewrite the SEO content on every page of the site (front and back) at least 2x a month (after the Googlebot visits), manage adwords, take pictures, update vehicles (trim, options, price), make/post videos, Blog, AND SELL CARS/DESK DEALS. That is what makes sense, and works.

You got to deal with reality. I have been watching this industry online for 10 years now. Things do not change quickly. Hell, we are still building websites much like we did 10 years ago. What hold us up the most are the website providers, but that is for a different post. (I am not talking about you Dealer.com, so don't worry!)

The only way to be successful is to take the bull by the horns and go for it! This is a long haul. And either you adapt, bob and weave with the changes, or go crazy trying to change it they way you are currently going about it. It will be years from now before dealers get it the way the author in this post fantasizes, and the last few posts, like Web 2.0.

Work hard, be innovative, stay educated, and do it yourself. If you do not like your pay plan, get a job where you are appreciated!

If you have never been a Closer, then a Finance Manger, then a new car/used car Sales Manager don’t whine and say you should be paid like a GSM! You got to earn it baby. Get the experience, leave your precious Internet Departments and go into finance and work you way up. When you become the Sales Manager, take over the Internet Department and revolutionize your stores!

Making your way through the ranks will take a few years, but that is how we do it in this business. Internet Managers of today are the GM’s/GSM’s of tomorrow, uh, or so I hear…

But cha’ “ain’t gonna be no GM if you ain’t got no experience,” I do not care how well you can get your site to be #1 in Google!

And as a side note, as far as I am concerned Cars.com-they lost me a few years ago with how they are handling dealers, and the trainers are weak and speak only to dealers who are in the Dark Ages, though this guy peaked some interest. Hurry and get the instant messenger out, and a Click to Call feature CARS.COM and ba a service to the dealers again!

One last stab at Internet Managers- Get over yourself! Being on the cover of Digital Dealer magazine is a JOKE! So stop embarrassing yourself and just put up regular pictures of yourselves. ANYONE can be on the cover of Digital Dealer Magazine. Anyone can just email them and they will use you as they are starving for Cover Dealers! Try it, it is easy! Just look who has been on the cover!

 

[Jeff Kershner]

Tony, thanks for the spew, the smack down and the reality check.

You're right about being on the cover of Digital Dealer. I can speak from experience BUT this does not mean that you should so quickly dismiss some of the people on the cover, just for being on the cover.

What you are saying is; a dealer SHOULD NOT have a separate SEM/Internet Marketing professional in-house because the Internet Sales Manager ought to and NEEDS to know how to do all of the above. I won't disagree with you on many levels I have worn many hats in the past. However, even if you know how to do everything..there is something called "time". If you're in a high volume store, achieving all of the above could become difficult. Would you agree?

Yes you could maybe manage most of it working bell to bell but could you really dial into it? And what if you are a multi franchise dealer?

"rewrite the SEO content on every page of the site (front and back) at least 2x a month" - I know people that make more than a GM doing this. Again, not disagreeing with you, merely bringing another angle into it.

Thanks for your insight and point of view Tony. Always appreciated!

 

[Tony Weaver (blog)]

Humbled again! Okay, not all people on ddm are weak! After all, Snyder was just on the cover. I actually congradualted him in an e-mail as he did belong on the cover.

Maybe I should just go back and my shell and just keep laughing...

 

[Observer (blog)]

Tony,

Based on your post you seem like the type of person that can take constructive criticism or even plain criticism since you are a “car guy” and we all know a pre requisite to that title is to having thick skin.

After reading your post I could not wait to link to your website and see your finished product in action. Much like the anticipation I had the first time I linked to Checkeredflag.com and Wyler.com (something I recommend to anyone reading this post) I’m sure that even you would agree that there is NO comparison. It would take to long to list everything that could improve your site but the few that stood out were the grammar errors, picture placement and the overall inconsistency. Specific examples include “meet our staff” have someone read this and suggest different grammar ang verbiage to make the intro paragraph flow smoother, “pre owned page” is very inconsistent photos are taken from various angles some have video others don’t, I missed the certification graphics, too many different phone numbers to choose from, as I said I could go on and on…the important take away is that you should have an “expert” give you a second opinion…I’m no expert but I will give you some advice…the site is very dated, consider a picture of your massive facility “the world’s largest showroom”, picture of your restaurant, picture of your massive lounge, Do you have a CPO program? (you may not be aware of this but it’s one of the only segments of the industry performing well) redesign your site with better graphics and easier navigation, if you have a tab you should have content on the page (isn’t there any news in VA?)…For someone that uses the phrase “Get Over Yourself!” it seems strange to have soooo may pictures of yourself on your site (3 on the staff page is too many even if you are wearing 3 or more hats)It would be a great idea to visit the above sites and you will see my points come to life.

On another note I do feel, like there is merit to working your way thought the ranks. My background although not important started in 1997 before anyone “got it” and continued with sales, internet sales, back up f/I, closer, secondary f/I, internet manager, primary f/I, sales manger, desk manager, GSM, E-commerce director…IMO a true internet marketing professional should report to the GM and be compensated as well as a GSM. The problem as you know is that this position is viewed as an expense unless you pay based on the # of sales. More often than not maintaining acceptable sales #’s takes away from the time needed for other important tasks. The best compromise I’ve seen is to pay a salary based on experience and a commission based on results. The definition of results would be determined prior to accepting the position. You must also keep in mind DIGL/DISC in every decision that is made as we all know there is NOTHING more important in a car dealership than selling a car…

I also agree that vendor training is not needed for many that truly “get it” in the industry but there are far more that don’t and hearing it from a vendor sometimes can have a positive impact on your GM…think about it they trust them enough to spend 30K a month with them and as this post suggests they won’t take their own peoples advice. Sounds like you may have gotten the senior trainer with Cars.com next time request the one whose mantra is “helping the best get better”

As you read this post remember that you have “thick skin” and don’t view it as someone that is bashing you if you do take the time to consider the suggestions it will ultimately make you stronger. Your post has a lot of great content but let’s be honest are you REALLY doing everything that you say in the intro paragraph. If you are then consult Jeff and Alex and discover how you can make better use of your time. Re-read your post and then visit your site it doesn’t seem like the same person is responsible for both.

 

[Tony Weaver Man enough to put my name]

Yes, Yes, my site is far from Checkeredflag. I only wish we would invest more. Yes my spelling sucks, yes the site could use improvemnet. But the site is different every month. Anyway thanks for your critisism, I was not trying to be ugly, just some of these posts and articles make me laugh. You can never dare to compare my po dunk site to those other sites and there is zero revenue to invest.

On this side of the fence we invest little, yet sell so many off the web, even with gramatial errors.

Thanks again, and I guess I will go cry myself to sleep!

Oh yeah, I kind of like my pictures.....

 

[Joe B. Observer]

Tony, seriously, from my professional point of view, you could sell another 25-30% a month if you improved the spelling on your website. Checkered Flag has an entire staff of dedicated English Lit. majors combing through every word of their website daily to ensure sales. This is Web 2.0 my friend, and Po Dunk websites apply.

Industry experts are all recommending to shift focus to this one very common problem most dealers miss on their websites. It's proven from spellcheck sales tracking and reporting that customers are truly more interested in proper annunciation, proper english, and grammatical proficiency far more than the selection of your inventory, or the prices on your website. One mispelled word could cost you thousands of dollars in sales.

Don't take my word for it go here: www.DealershipSpellingRater.com

I'll also have an article I'm working on...
"Observe your dealership website sales increase by spellchecking one letter at a time, Web 2.0 enhanced"

Joe B. Observer
"Your friend, observing and spellchecking ur ass 24/7."

 

[Tony Weaver Man]

Thanks Joe! LOL. Man, I can't wait to get spellcheck by web 2.0! Then I might be able to increase my sales from 32% to 40% or 50% of my stores total sales. Do you think it will improve my gross profit in the front end?

Thanks everyone!

Yeah, and I am going to make every first display picture of used vehicles on my website to be exactly the same. I am sure that will increase my sells by another 5%!!!

Everyone, check out my site often and watch for improvemnts!