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Making Digital Doable for your Dealership!

Making Digital Doable for your Dealership!
Written by publishing team

Get digital marketing rolling

By Dan MacDonald

As a busy tire dealer, you have a lot of priorities that pull you in many different directions. You need to improve your inventory; Keeping your agency running properly, which is quite a challenge; Keeping abreast of industry trends; Take care of your customers and much more.

It’s a lot and you might ask, “Who has time for digital marketing?” Well, simply put, you have to find the time.

If you don’t invest time and resources in digital marketing, you are falling behind your competition and losing a lot of customers who might be looking for you online. In fact, without a digital presence, you are invisible.

Consider this: Google processes more than 3.5 billion searches on the Internet every day and has a 92.18 percent share of the search engine market. For many consumers looking to purchase a product or service, Google is the first place they go.

All of this points to the fact that if you don’t show up in Google searches, you’re missing out on a lot of potential new business. If you’re showing up in Google searches, but if your website is tired and outdated, it probably won’t attract a new customer to your door. Everything fits together.

For a successful digital strategy, you must have a great website, a strong presence in Google, and you must actively utilize social media and advertising channels to proactively put your message in front of customers who are actively looking to buy tires or auto service.

The digital stool has three legs. And if the three legs are out of balance, the stool will break down. The good news is that you can do all three of these things. It will take some effort and strategy, but not a lot of money to achieve significant results.

So now you’re thinking, “I exist, but where do I begin”?

Here is a digital marketing toolkit outlining the three main steps you need to take to make your agency shine online and actively engage clients to take your sales to the next level:

no 1. Make your website world class. Your presence on the web is the last place you can cut corners. In this digital age, your website is your front porch or your business. This is often the first customer exposure to your business. It’s your best chance to make a great first impression and direct them to your outlet. Make the site something you can be proud of and give your best shot.

You really need to think of your website as a dynamic and ever-evolving marketing tool for your business. The same is true for your Facebook and Instagram pages. You can’t just build those things, check the box and wash your hands of them.

Improving the digital presence of your business is not a destination. It’s a trip. You are always on your way to improving your company website and making it more eye-catching and more relevant to your customers.

For starters, you should have a solid tire locator so that customers can easily search your online inventory for the tires they need. This is a must and you will find that almost all of your competitors have it. The challenge is to stand out from your competition. Are your agency photos old and poorly photographed? Hire a local photographer and get some great new digital photos taken for your agency, inside and out, and you’ll quickly upgrade the look and feel of your site and social pages.

Is your ‘About Us’ section blank? Are your team photos 10 years old and out of focus? Every member of your team should have a great recent photo and a fun and informative CV. You hire great people, right? Let your customers know.

Give your site some depth, too. Most of the framing agent websites and social pages I see are flat and don’t tell their business story. Here is where you can have some fun and splurge a little. Do you support charities or sponsor a small league team? Does your company have a long and rich history in society? Have you won awards for service or sales? Are you the best dealer in town for high performance tires and custom wheels? Your website and social pages should showcase the best things about your business and tell your unique story.

Plus, don’t be afraid to embrace the video. Every good website should have a professionally shot and edited video on its homepage. It’s the best way to tell your story again.

This is not a do-it-yourself project unless you are really good at scripting, shooting and editing videos, so strongly consider partnering with a third party vendor in your town.

And remember that your video should be no longer than 2 minutes. It should be a short and poignant tool that tells the story of your business, as well as its history, culture, and firm commitment to customer service.

no 2. Claim your Google Business Profile. So, what happens when you Google search for “tyres near me?” Does your agency appear on the first page of this search? If it doesn’t, you are invisible to potential customers. Simply.

Very few people browse the first page of any Google search. To have a chance to win this new potential client, you need to optimize your search engine (SEO). do not hesitate. Claim your Google profile. It is completely free. (This is not a misspelling!) Claiming your Google business profile page costs you nothing. Go to Google and type “Google my business”. A link will appear and you will just start filling in the required information, including your company name, opening hours, location, logo and a brief description of your business.

Google is, by far, the dominant search engine. In fact, as we discussed earlier, Google processes more than 3.5 billion searches on the Internet every day. That’s 40,000 search queries per second. It’s really baffling how powerful Google is when it comes to searching on the Internet.

Google uses many data points about the user and the environment to find out what they really want to know and each result from the “first page” is assigned to the user to match their browsing history and query. On top of that, Google changes algorithms quite often, so being there effectively goes beyond just entering certain keywords into your profile. You should proactively add content to your website and Google profile that describes everything about your agency, what you specialize in, and all the things you do better than anyone else.

As your profile continues to improve, you’ll move to a higher level in searches of potential customers in your area who use Google to search for frames and service.

Smaller Independent AgentsIn most casesThey do not have the marketing and advertising resources like the major national chains. But Google could be the equivalent. If you build a strong profile and actively add content, you will start showing up in more searches, connect with more potential customers and attract more new customers to your door. They are there searching the web for you. Make sure it is as easy for them to find you as possible.

3. Embrace digital advertising. When it comes to advertising, it’s very easy to put things on autopilot. You know the drill: Play that weekly ad in the local newspaper or do it on the remote radio. why? Because that’s what you’ve always done. But is this really driving new customers to your business? Can you track how these ads lead to sales? Is there a display in each ad that gives you a chance to track its effectiveness? It’s all about the return on investment. If you’re spending money on an ad and it’s not creating new business, try something new. If you do not display ads on social platforms, you are missing out on a lot of opportunities to attract new clients to your agency.

Facebook, Instagram, and Google are the most cost-effective ways to reach your target audience. The secret advantage is the ability of these platforms to geographically target your message and place it in front of people looking for tires and service within five miles of your door. The above social platforms use very complex algorithms to understand what people click on and how to place your content in their feed.

Your ad must always include an offer. The customer will click on the ad and direct it to your website. You now reach the people in the market for tires and service and you give them a step-by-step procedure to contact you directly for a purchase. This is where the magic happens. If this is out of your comfort zone, involve a digital agency in your market and give it a try.

Digital advertising is very cost effective. And you can track the performance of digital ads. If you do this correctly, you will see results.

And don’t forget that you can work with your suppliers to help amplify your company’s digital presence. Ask the seller if they offer co-branded advertising programs. Work closely with your suppliers’ marketing contacts to make sure they can help you get the most benefit. Make sure your business is listed on supplier agent websites and more ToolsAnd And that this information is current.

With 2021 coming to a close, it’s a great time to try out a new marketing approach to starting your own business and start operating until 2022. Decorating your website, social feeds, and investing in digital advertising is relatively inexpensive. Claim your Google Business Profile for free.

Don’t delay this any longer. If you’re investing in your web presence and digital advertising now, there’s no need to go! You are probably already reaping the rewards.

If this is at the bottom of your priority list, move it to the top. Your digital investments will cause more dollars to flow into your agency, so get started today.

To learn more about Hankook, click here.


Dan MacDonald is a freelance writer and former vice president of public relations for Bridgestone Americas Inc.. Dan founded MacDonald Communications, which focuses on public relations and digital marketing. He can be reached at 615-681-5387 or,


This article is part of the MTD Tire Dealer Survival Guide series. As more articles are released, they can be found below:

Technical compensation – how to stay competitive

How to get the most out of every phone call

How to build a strong leadership line

How to manage inventory and cash flow

Dealing with electric vehicles at your agency


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