Best PracticesIndustry Events

WARNING – Your Competition is No Longer Asleep

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Did you know that your local competitor just got smarter?

You thought that they were behind the ball with digital marketing, social media, and leveraging the Internet but that was yesterday’s news.

Your local competitor did wake up. They realized that they were behind and took action. Good entrepreneurs are not perfect but when they realize that they are losing market share and wake up they can be a fierce competitor once again.

If I were you, I would be looking over my shoulder because your competitor is using his recent knowledge to mount an attack.

Your competitor attended a 20-group meeting, a social media conference, or a digital marketing workshop, and the lights went on. You were too busy to notice this change so I thought I would send a warning shot over the bow.

You Once Had An Edge

You got started with social media and digital marketing a few years ago and had an edge in your local market. You exploited that edge and basked in the sun of your success. Congratulations.

You were rewarded with greater sales, website traffic, and market share. Over the past few years you have been busy implementing the things that you learned by engaging in the educational opportunities offered by this industry.

In fact, I’ve noticed that you have been so intent on implementing what you learned you have been too busy to attend any new workshops in the past year. Is it still true that you got so many ideas in 2009 and 2010 that you have decided to skip attending conference year?

Why pile on more ideas when you haven’t had a chance to implement those from 2009 right?

Your Competitor is Smiling

To paraphrase a famous business book, while you have been busy implementing last years’ digital marketing strategies “the Cheese has moved again”.

Do you need an example? Today being on Google Page One is not as important as being on Google Page with strong positive review stars. If you are one Page One with bad reviews, your advertising budget is helping to direct more business to your competitors.

If you haven’t focused on a strong IRM process, much of your SEO work may be actually hurting more than helping your online sales.

No Time To Get Complacent

Is this scenario describing your dealership?

Are you the incumbent that has decided to attend conference every other year?

  • Are you the dealership that recently woke-up and engaged?
  • Are you the dealer who wants to engage but needs assistance creating a competitive digital marketing strategy?

The dealers who want to remain relevant cannot afford to skip a year of education. The industry is moving faster that most can comprehend yet I hear so many excuses why dealers think they can take a break from learning.

“I’ve been to that event last year”
“I can’t take time out of the office.”
“The speakers and topics are always the same”
“I’m the only person in my market that gets it.”

The reality is that the best conferences have not only new topics but also important revisions to existing strategies that you are using.

Two years ago little data on consumer behavior on dealer mobile websites was being shared, today we have a wealth of data to discuss.

Two years ago the conversation on reputation management was just starting and today the case studies on the impact of online reviews is chilling.

Google has recently changed their standards for organic search rankings and many dealers were penalized for poor link building processes.

Invest in Education in 2011

Since your competitors are heading to conferences, workshops, and online learning opportunities based on the most relevant topics for 2011 I thought you would want to reconsider your lack of action.

You have the power to remain ahead of your competition and find where the cheese has been moved. What will you do?

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Brian is the founder and PCG Consulting Inc. Brian offers consulting services to assist car dealers develop the strategies, processes, and reporting n...
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    Jeff Kershner
  • April 3, 2011
I Jeff Kershner endorse this message.
  • P
  • April 4, 2011
Thank Jeff for sharing this post. Dealers who have the lead need to invest in keeping that lead. Dealerrefresh is a great source to help dealers stay ahead and we all need to be reminded that complacency can set in if we are not careful to monitor our time investments.