1. “Make your SEO, SEM, Web 2.0, Video SEO and all
online marketing efforts matter! ”
An Overview of Internet Marketing Techniques Used by Top e-Dealers
By Timmy D. James, Director of Sales
HomeNet, Inc.

2. HomeNet, Inc.
- More than 12,000 Dealerships
- 2.5 Million Vehicles Every Day
- 45 of top 50 Volume Dealer Groups
- Many top E-Dealers in the country
- Understand & Implement Internet Marketing “Best Practices”
- #1 Profit Center of Dealership
You are probably doing a lot of thing right already:
- Understand “Marketing Best Practices”
- Focus Time/Effort on “Creating Ads!”

3. Today’s Focus:
Individual website – not Online Classifieds
Online Classifieds CAN be a GREAT lead sources and very important to
your business....if used correctly.
Your individual website should be the #1 lead generator for your
department, and dealership!
Your individual website should generate 70% + of your Internet Leads
If you aren’t doing things right with your website... you are wasting your
money on your website AND Online Classifieds, too.

4. It all breaks down into 2 things:
1. Getting consumers to your website and online classifieds:
(SEO, SEM, Web 2.0, Video SEO, Banner Ads, etc.)
2. Getting consumers from your website to your lot!
1st: How did you do it before the Internet?

5. Before the Internet, you would drive visitors to your lot by:
Television Radio Billboard Newspaper 3rd Party
Intrusive Intrusive Intrusive Static, Sight-based Classifieds
Sight & Sound-based Sound-based Static, Sight-based Static, Sight-based
More viewers = More More listeners = More More “traffic” = More More readers = More
Value as Marketing Value as Marketing Value as Marketing Value as Marketing More readers = More
Tool Tool Tool Tool Value as Marketing Tool
They control the They control the They control the They control the content
content content content
Their job to attract
Their job to attract Their job to attract Their job to attract consumer and “satisfy”
consumer and “satisfy” consumer and “satisfy” consumer and “satisfy” with Information /
with Information / with Information / with Information / Entertainment
Entertainment Entertainment Entertainment

6. Before the Internet: On The Lot
Was/Is Pricing Discount Corner Red Tag/Demo Sales Sales Person
Create Urgency Create Urgency Create Urgency Create urgency
Paint Pictures to:
- Visualize Sitting In Car
- Visualize Driving Car
- Visualize Owning Car

7. With the Internet, you now drive visitors to your lot by:
Consumers are beginning their search earlier in the buying cycle, demanding more
information.

8. With the Internet, you would drive visitors to your lot by:
Website 3rd Party Classifieds
Internet You Control Content More visitors = More Value as Marketing Tool
Earlier in Cycle! Your job to attract consumers. They control content
Your job to “satisfy” with Information / Their job to attract consumer and “satisfy” with
Entertainment Information / Entertainment
Television Radio Billboard Newspaper 3rd Party Classifieds
Intrusive Intrusive Intrusive Static, Sight-based Static, Sight-based
Sight & Sound-based Sound-based Static, Sight-based
More viewers = More Value More listeners = More More “traffic” = More Value More readers = More Value More readers = More Value
as Marketing Tool Value as Marketing Tool as Marketing Tool as Marketing Tool as Marketing Tool
They control the content They control the content They control the content They control the content
Their job to attract Their job to attract Their job to attract Their job to attract consumer
consumer and “satisfy” with consumer and “satisfy” with consumer and “satisfy” with and “satisfy” with Information
Information / Entertainment Information / Entertainment Information / Entertainment / Entertainment

9. What if consumers visit your website early in the buying cycle
and you do NOT have the content they are seeking?
They will NOT come back later in the buying cycle!!

10. Getting the consumer to your website (SEO, SEM, Web 2.0, Video SEO,
Banner Ads, etc.) will cost you money if you don’t satisfy the consumer
once they get there!
They will NOT come back later in the buying cycle!!

11. Driving Website Visitors to your Lot:
1st Step in Driving Visitors to your Lot:
Satisfy with Information / Entertainment!
• Keep them coming back as they get further into the Buying Cycle
• The further into the buying cycle they are, the more effective your “marketing”
becomes

12. Driving Website Visitors to your Lot:
How to “Satisfy” the consumer: “Content” - YOU CONTROL THE
CONTENT!!!!!
Keep it FRESH (Video, Testimonials, Employee Profiles, etc.)
New Car Showcase
New Car Configuration Tools
Electronic Brochures
Test Drive Videos
Information, Information, Information – Cool Stuff, Sizzle

13. Driving Website Visitors to your Lot:
How to “Satisfy” the consumer:
Why are they really there? - YOUR CARS! (Especially later in the buying cycle!)
Your vehicle display page is the most important part of your website.
• Consumer must have 100% confidence that “what they see” is “what you have”!
– Inventory must be Updated and Accurate EVERY DAY!
• Multiple photos for every listing! (minimum 12)
• Complete vehicle details
• Vehicle description!

14. Driving Website Visitors to your Lot:
I’m satisfying with Information / Entertainment…
Now What?
Market to them!
How?
How did you do it before?

15. Before the Internet, you would drive visitors to your lot by:
Television Radio Billboard Newspaper 3rd Party
Intrusive Intrusive Intrusive Static, Sight-based Classifieds
Sight & Sound-based Sound-based Static, Sight-based Static, Sight-based
Emotional Ads! Emotional Ads! Emotional Ads! Emotional Ads!
Call to Action! Call to Action! Call to Action Call to Action Emotional Ads!
Call to Action

16. Before the Internet: On The Lot
Was/Is Pricing Discount Corner Red Tag/Demo Sales Sales Person
Create Urgency Create Urgency Create Urgency Create urgency
Paint Pictures to:
- Visualize Sitting In Car
- Visualize Driving Car
- Visualize Owning Car

17. Driving Website Visitors to your Lot:
Keep Content Fresh And Accurate!
- You can have more consumers see your
Ads (Display Page) for your cars in one day
than see its in one week on your lot!

18. Driving Website Visitors to your Lot:
- How long does a car sit on your lot before it gets to the
Internet?
- How Long SHOULD a car sit on your lot before it hits
the Internet?

19. Driving Website Visitors to your Lot:
- Update your inventory EVERY DAY!
- Create an emotional ad for every vehicle on
your lot!

20. Driving Website Visitors to your Lot:
Vehicle Inventory Display Page – Most important pages of
website!
•Multiple photos (12 minimum – 20+)
• Standard (Front Right, Driver Side, Passenger Side, Trunk, Engine, Tire Tread, Odometer, Front
Interior from rear seat, Rear Interior from front seat, etc.)
• Vehicle specific (Based on type of vehicle: Stow & Go, Rear Climate Control, Rear DVD Players,
4x4, Tow Package…what is important for that vehicle “type”?)
•Dings & Scratches (use dollar bill or other means to demonstrate size)
•Quality – Take it serious!

21. Driving Website Visitors to your Lot:
Vehicle Inventory Display Page – Most Important pages of
website!
Vehicle Description:
• Describe "their" car not "the" car!
• Stress the features that fit the consumer based on the type of vehicle:
• Minivan: Family, Safety, Room, Convenience, etc.
• Sports Car: Performance, Ego, Reliability, etc.
• Sedan: Comfort, Reliability, Practical, Fuel Mileage, etc.
• Luxury: Comfort, Status, Ego, Performance, etc.
• Create mental ownership:
Paint a picture to get the consumer emotionally attached to their car. What catch phrases you
would use or what features would you point out if you and a consumer were looking at this car
on your lot together. Make sure to use them.
• Create urgency:
Use "Was - Is" Pricing, Just Arrived - Won't Last Long, Manager's Special, Demo Special.
The same “call to action” that you use one the lot.
• Create trust & reliability:
Low Miles, One Owner, Certified, Warranty Information, etc.

22. Driving Website Visitors to your Lot:
Vehicle Inventory Display Page – Most important pages of
website!
• Use video!
– combine audio/video
– Intrusive – Visual/Sound-Based
– Significantly Increases Emotion and Effectiveness of Ad!
– It Works!
– Do NOT “intro” your dealership every video!
• Would you do it on the lot?

23. Driving Website Visitors to your Lot:
Vehicle Inventory Display Page
• Similar Vehicles Section (New & Pre-Owned)
• New/Pre-Owned Specials Information
• Notify Me When One Comes In
• Lease Options
• Special Finance Options
• Pre-Approved Credit Offers
• Interactive Multimedia!!!! <- a lot of above tools already incorporate for you.
– Significantly Increases Emotion and Effectiveness of Ad!

24. Driving Website Visitors to your Lot:
The Rest of your website:
• Home Page – 2nd Most Important Page
• Sell Your Dealership!
• Videos (intro here not on car)
• Service Coupons
• Parts Coupons
• Pre-Owned Specials
• Manufacture Incentives
• Special Financing Offers
• Real World Marketing!!!!!
• Other Pages
• Information
• Marketing (Same As Above)
• Intro Videos for each department!!

25. Driving Website Visitors to your Lot:
How do you get consumers to your lot?
1st: Satisfy Consumer with fresh, accurate and up to date information!
You control the content!
Too Much Is Not Enough!
2nd: Market to them!
The same way you do in the real world.
Create MORE emotion with LESS money!
Create an EMOTIONAL AD for every vehicle on your lot!

26. Next Generation:
Mobile Marketing
• Mobile Inventory Display
• Text Marketing
• Ties “Traditional” and “Internet” Marketing Together

27. Mobile Marketing Statistics:
• Over 80% of consumers keep their mobile device with them all
day long
• The 18-30 year old demographic communicate more frequently
via ‘text message’ than via ‘phone call’

28. Mobile Marketing Statistics:
Everywhere you have your URL. . . Some day you will have your Text
Code!
Everywhere you have ‘call-to-action’ on your website. . . Text Code!

29. Session Overview:
 Properly employ current Internet Marketing strategies to drive
more traffic to your dealership website
Implement proven techniques utilized by top e-Dealers that will
help capture more leads from your website and online classifieds
Create Emotional Ads for Every Vehicle on your lot.
Inspiring ‘Mental Ownership’ and driving traffic to your lot
Capitalize on emerging marketing trends such as mobile phone
marketing & multimedia video