page contents Automotive Thought Leadership: Ralph Paglia: Microsite Marketing Strategy for Car Dealers - Automotive Digital Marketing Professional Community My title page contents

Sunday, September 18, 2011

Microsite Marketing Strategy for Car Dealers - Automotive Digital Marketing Professional Community

Microsite Marketing Strategy for Car Dealers - Automotive Digital Marketing Professional Community

Micro sites can be used for current promotions and then left intact for long term use in generating organic traffic and leads after the current month’s ad campaign is finished. Sometimes keeping them updated can be a chore, but what isn’t? I have used them for both long and short term campaigns and objectives, as well as modified short term campaign micro sites to be relevant after the campaign is over. Usually the monthly hosting fees are low relevant to the set up costs, so why not let your micro sites collect organically generated traffic and produce leads as an ongoing yield from their hosting fees? As for when they are or are not appropriate… Plenty of dealers look at other dealer advertisements in every media channel and criticize or applaud those ads. Micro sites and their cheaper cousins (landing pages) are the same way. I could show you some truly tacky looking micro sites that generate plenty of leads and sales for their dealer, but which other dealers will say “that’s terrible, he shouldn’t be allowed to do that” or “I would never use something that looks that hideous”… Beauty is in the eye of the beholder when it comes to micro sites and landing pages. The metrics tend to show whether they should or should not have been used. Keep in mind that micro sites are never appropriate without the dealer’s commitment to invest money in marketing and promoting them. Individual results may vary, and runaway successes like www.2008ChevyCamaro.com are only available to those dealers who try multiple micro sites.

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