To build traffic on your site you first need to define what you want to achieve. The four standard goals are brand awareness, revenue generation, cost savings and customer support. Some dealerships look to implement all four and some just one. San Diego Harley-Davidson (www.sandiegoharley.com), for example, doesn't sell online but does use its site to build brand awareness and increase store traffic.
Once you determine what you want from your site, you can pick and choose strategies and tactics to drive your customers to it. Here are the top 10:
(1) The Basics--Title and Description. You need the search engines to find your site and list it. In order to accomplish this you need to write a title page and a description. The title will appear hyperlinked on the search engines when your page is found. The title is behind the web page that you see. To view what a search engine sees, log on to your site and click the "view" button on the top menu and then click the "Source" link. At the top of the page you'll see
Remember, this title is your entire identity on the search engines. It should be five to eight words in length and it should make an impact and be descriptive.
Many engines add the description of the site below the title in the search results. The title describes the text found on the web page. On each page you have a title and description. They should match with the content on the page that your prospects read. (2) Specific Content. Develop several web pages on your site, each of which is focused on a different keyword or key phrase. For example, instead of listing all your motorcycle lines on a single web page, develop a separate page for each line and each specific bike. This will allow you to rank higher on the search engine because your pages are targeted, not general. (3) Submit Your Site. Submit your site to search engines. The most important are Alta Vista, Google, Inktomi and Tehoma. They feed search content to the other search engines. (4) Web Advertising. To increase traffic, you should consider advertising on pay-per-click search engines. Here, you create an ad for a position on the search. Overture.com lets you pay for top placement. If you are listed in the top three results, your information is fed to the other search engines. This allows you to leverage your investment. (5) Linking. Links to your site increase traffic. Google and other engines look at your "link popularity" as a key criterion in ranking. Rule of thumb: more links, more traffic. (6) Aggregate Sites. Consider using online listing services like CycleTrader.com. A selection or entire inventory can be listed. Quinsey Powersports in El Cajon, California, uses the service without pricing so that prospects must come into the store or pick up the phone for additional information. In addition, prospects can click on a link to www.quinsey.com. This drives traffic to Quinsey's own site.
Do you have closeouts? Consider using eBay to sell them. You can drive prospects back to your website for more information or to view products and services. (7) Submit to Specialized Directories. There are a number of motorcycle-related directories, search engines and industry sites on which you can register your site. (8) E-Mail Newsletters. Seriously consider adding an e-newsletter. It takes less than 60 seconds to send 1,000 newsletters. Within the newsletter let customers know where they can find important information on your website and specials and programs that are both in the dealership and on the website. (9) Announce a Contest. Contests increase traffic. Make sure that the individuals who sign up can refer the contest to an associate, and make sure it's legal in all states. (10) No-Brainer. Include your URL on your stationery, business cards, literature, sold-on-hold, advertising, stickers, patches, T-shirts and sponsorships. Your web address is as important as your telephone number.
Jeff Najar is an Internet marketing consultant. He assists firms in building online brands and sales. Contact him at (760) 765-4734 or jeff@ibrainpromotions.com.
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