In marketing, it’s really easy to fixate on one piece of your strategy. Maybe it’s the piece you find the most fun, or the one that has always performed well, or the one that needs the most help in the moment. There is no problem with occasionally focusing on one area that needs a little push, but thinking of your marketing as separate pieces over the long term can sabotage a cohesive strategy.
In dealership terms, think of how your sales floor, service drive, F&I office, and business offices are often treated like their own separate worlds. However, they affect one another’s day-to-day operations constantly, and they should all work towards the same goal: the success of the whole dealership.
For marketers, working toward that goal means diversity in the methods, services, and solutions we prescribe to help dealers maximize their success. And we need to help the dealer see the connections. It’s understandable that someone could look at two areas as different as SEO and data segmentation and miss how they connect to a broader strategy.
One strong example of this is social media presence and digital reputation. Thanks to how digital technology and internet use are evolving, managing your reputation online and managing your social media presence have become two sides of the same coin.