Digital marketing is where it’s at. If any marketing firm comes knocking at your showroom door telling you that more and more people are making their vehicle buying decisions online before they even hit your dealership, well, that’s the truth. If they tell you they’re experts in the digital marketing space, then make sure you know what that label comes along with when it comes to the best in the business. Anyone can say they’re an expert, but there are hundreds of digital marketing firms out there and a good portion of them are not experts at making you the most out of every dollar and every click.
The bottom line is, you have to invest in quality social media, but most are handing out hundreds and sometimes thousands of dollars to agencies who are doing nothing more than sending out untargeted ads, backed up by creative that wouldn’t get the attention of a five-year-old. You have to ask the right questions to keep these agencies on their toes. Who are you targeting? Can you show me analytics? Why did you go with the creative you chose? Are you targeting my local community differently than the larger area? These should be easy to answer for any agency that knows what they’re doing.
Next, they will promise to get you to the top of Google searches. Sounds great right? Well, maybe they can, but they need to explain how they’ll pull this off and there are a few things you should be hearing. Your website and landing pages need to be functioning properly. This sounds pretty obvious, but businesses launch campaigns all the time with broken links, and it’s not pretty. These marketing firms should also be talking up relevant and updated content. Yes, search engines know if you’re pumping out ads that link to irrelevant content. This will knock your ads down in the ranks, and sometimes your ads won’t run at all. Also, your website and landing pages need to be updated on a regular basis with fresh content. Content is everything. Then there’s getting your links picked up on other sites and huge opportunities with blogging, which is content! This is the type of language you should be hearing from your digital marketing experts. If they try to show you a fancy ad and make a bunch of promises with no data…shake hands and move on.
What about being cost-effective? What you pay per click is everything, and you can pay four dollars or more or you can pay as little as pennies if you play your cards correctly. A solid digital marketing pro won’t let Google decide what you’re going to pay per click. Instead, they are always monitoring your campaigns, choosing and bidding on keywords wisely, and optimizing every aspect of your account.
Digital marketing is on the rise and there’s no end in sight. Let’s face it, the world has gone digital. With that, it’s very easy to be taken advantage of when you have hundreds of players in the digital marketing arena knocking at your door. There’s no doubt about it, it’s the most cost-effective way to promote your business, and you can count on the best firms to back it up with data and analytics. Take it from us at Justplayin’, that’s what a pro is all about.
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