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Cobalt Newsroom - In the News
Three Keys to Successful Fixed Ops Marketing in a Down Economy
Source: Fixed Ops Magazine
March 2009
The Fixed Operations staff has many challenges not very different than today's floor salesperson. They have the same goals of building their business "funnel" to create a continuous revenue stream. They also face the challenge of maintaining relationships with previous and current customers to ensure repeat business and referral business. Here we discuss three key ways for your Fixed Ops organization to survive and thrive in a tough economy:
Optimize your website
You must be optimizing your website to drive traffic to both sales and service within your dealership. All marketing and sales efforts should be directing traffic to your website, including offline ads, online coupons, etc. Promote your site and tools like your website's "Schedule a Service Appointment" through your display, e-mail and search marketing. If you have a page on your website dedicated to service and parts coupons and specials make sure you that consumers see your business when they search by optimizing your website for terms related to your specials. Organic Search Engine optimization is one of the most cost-effective measures that you can take to generate traffic to your website and ultimately your service bays.
The next step is to make sure that your website is addressing what the customer is searching for. If you have service specials running, you must have them listed on your website's homepage or the landing page the offer directs the prospect to. Make sure that your site has relevant, accurate, current Fixed Ops content and offerings.
Search
Implementing an integrated search engine marketing program in order to leverage your parts and service business is critical in these economic times.
