Brian Pasch – DealerRefresh | DealerRefresh Automotive Dealer Forums

Inspecting Dealership Website Traffic For Unusual Click Activities

Google Analytics is the “Up Log” for your virtual showroom. It is critical for dealers to develop the skills needed to inspect the website traffic that they are generating through their marketing efforts. Every dealer has their own unique online marketing strategy. However, there are a set of tasks that must be integrated into monthly inspection …

Dealership Marketing

Third Party Automotive Leads Are Like Tainted Wine

I want to recognize that DealerRefresh contributors, and members of the dealer community, have discussed the need for third-party lead reform in the automotive industry in the past. Today, I am joining with Jeff Kershner, and automotive professionals who have voiced their concerns, to raise national awareness and energize the discussion of third-party lead quality. Can …

Best Practices Dealership Marketing Industry News & Trends Opinions & Advice

Organizing Your Custom Website Content To Track ROI

It is extremely important you understand that if you can’t track the ROI of your Search Engine Optimization (SEO) and content writing investments, your manager(s) will likely pull the money from the budget for these services. It is equally important to face the reality that you will likely change or upgrade website technology in the …

Best Practices Dealership Marketing

Is Your Website Alienating Auditory and Visual Learners?

I normally don’t read a printed newspaper unless I’m traveling on the road and pickup a free copy at the United Club or at a hotel. I prefer to read my news online. I visit CNN.com, FoxNews.com, CNBC.com, or Yahoo.com to see what is happening around the globe. Regardless of which online news service you visit, …

Dealership Marketing

The Missing Ingredient To Automotive Enterprise Software Recipes

In recent months there has been a renewed effort by some of the largest automotive software providers to entice dealers to sign enterprise business agreements. These contracts bundle products and services to offer considerable savings to dealers who are willing to standardize on the vendor’s product suite. The largest software companies serving franchise automotive dealers …

Dealership Marketing

Defining A Hierarchy Of Automotive Digital Marketing Responsibilities

As larger dealer groups allocate more internal resources to manage their digital marketing investments, our industry needs to discuss roles and responsibilities for digital marketing execution. In the graphic above, I started a conversation in my latest book, using this chart, on how a dealer group could organize their marketing team or employees who are performing marketing tasks. …

Best Practices Dealership Marketing Industry News & Trends

2 Strategies to Reduce Your AdWords Cost per VDP View

Dealers are spending more and more money each year on Google AdWords campaigns. AdWords can be a very effective way to connect dealers with in-market shoppers. With budgets increasing, I want to encourage dealers to demand more transparent reporting from their AdWords management agencies. In particular, I would like dealers to request that each AdWords campaign …

Cobalt Delivers A Personalized Consumer Experience Online

Car dealers have been promised that Big Data will be enhance their businesses yet for the most part, there have been few products delivered at the automotive retail level. Dataium was one of the first companies to offer car dealers insights based on the millions of data points collected by Dataium from Internet car shoppers. …

Best Practices Dealership Marketing

Custom Content: A Conversion Machine

How to track the influence of custom content Last year I wrote a number of articles on how to setup Google Analytics Multi-Channel Sales Funnels (MCSF) to track assisted conversions. I was thinking about how dealers could use MCSF to show that their blogs and custom content helped in the lead submission process. If we can show …

Best Practices Dealership Marketing

Why Would Anyone Buy a Car From Your Dealership – Really?

[highlight color=”#fddcaf” font=”black”]We’re getting some conversation and sharing rolling this weekend with a post by Brian Pasch. He’s looking for the answer to what appears to be a simple question. But, is it?[/highlight] Why Buy A New Vehicle From Your Dealership? I love working with car dealers to create a comprehensive marketing road map …