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Why are most Dealership Service Department behind in digital marketing

Discussion in 'Service Marketing' started by Jeff Kershner, Mar 10, 2016.

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  1. reverson

    reverson
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    We've made a big push with our fixed ops digital marketing recently.

    First we launched separate websites for our body shops to try to attract business from car owners of other manufacturers:
    http://www.collisioncenterdelray.com/
    http://www.collisioncenterdelray.com/mercedes-benz-collision-repair/

    Then we launched service pages that try to mimic the big players in the space like Firestone, meineke, midas, etc:
    http://www.delraybuickgmc.com/service/

    We're currently working on redesigning all of them to be a little more fresh and modern!
     
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  3. reverson

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    Forgot to mention that we also launched an e-commerce parts website for our group that's been averaging five figures in sales each month.
    https://www.discountauto.parts/

    Any other parts departments seeing much success with e-commerce?
     
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  4. AdamMurray

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    Dude...that is gangster. Exactly what I was talking about earlier. Optimize the hell out of those sites and apply the same focus as most do to their variable marketing and you will crush that market!
     
  5. Alexander Lau

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    Great use of WordPress. Loads of good SEO juice that your competition probably doesn't have in place.

    I'd just get your developer to hide your WordPress theme from your code (https://themeforest.net/item/total-responsive-multipurpose-wordpress-theme/6339019), not that it's a bad theme, it looks solid. :-)
     
  6. Alexander Lau

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    Even better!
     
  7. Alexander Lau

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  8. reverson

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    Thanks our in-house digital marketing team put the sites together!

    I know we've used plugins like hide my wordpress before but we ran into a couple issues with theme updates, broken links to resources, etc plus not to mention another plugin to slow things down. Ultimately it just wasn't worth the extra hassle and what customer would even care if they knew we used wordpress to create the site? Also the entire site is 100% custom using visual composer, we didn't use an out of the box Total theme layout so it wouldn't be easy for a competitor to easily replicate out of the box.
     
  9. Alexander Lau

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    Right, I was going to mention, you might not even care. Your average fixed-ops customer doesn't give a squat. I've had the same problem, I ended up hiring a developer to create a script to do it, rather than a obtrusive plug-in to do it. Visual Composer will essentially allow you to change the entire theme, except for some of pieces. Good on you!
     
  10. AdamMurray

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    The examples on this post have piqued the interest of my fixed ops team. It seems that RevolutionParts is dominating this scene and doing a good job as well. Outside of a good looking website and some seemingly great SEO, what else can be done to boost these efforts? Searching on some random parts #'s typically fills my SERP with a bunch of RevolutionParts sites. No paid ads at all, though. Is there not a dynamic plugin for these items or is no one taking advantage of one?
     
  11. reverson

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    Yes we've linked our parts catalog to Google Merchant Center in order to create Google Shopping Campaigns for certain keywords like high profit part numbers. The CPC is minimal (under $1) and leads to measurable sales that we can attribute directly to the ad spend. Tip: Having good product images is crucial

    https://www.google.com/intl/en/retail/shopping-campaigns/
     

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