Digital Dealer - January 2020 - 36

MARKETING & ADVERTISING

Social Media

By
Kathi Kruse
Founder,
Kruse Control Inc.

Mastering
Social
Media

9 Skills Every
Marketer Must
Have in 2020
Dealerships may be rethinking their approach to
marketing and possibly considering a different
approach in 2020. Here's a list of diverse skills
every dealership marketer needs in order to
survive (and thrive) in 2020.

Web Design

>

The list of skills a dealership marketer needs

to succeed continues to grow and evolve.
Every dealership needs to make deliberate
decisions with their marketing strategy, but the
increasing complexities leave many wondering
which way to turn... and how to allocate their limited
resources.

We don't live in a siloed world anymore.
A dealership's reputation follows it everywhere, online
and off. Everything is connected throughout the consumer's shopping process. Dealership marketers must

36

[ d i g i t a l d e a l e r. c o m ]

Your website is your digital
storefront and often the first
thing customers come in
contact with when they're researching a vehicle purchase.
Does your website represent your offerings well?
What's the user experience like? Does it flow through
to the sale?
Is the site structure solid
and secure?
Is it optimized for search
engines?
Does the content answer
a user's questions?
Is your site converting
visitors into customers?
A basic understanding of site
structure and user experience
is crucial.

Comprehensive
Writing Capabilities

Writing skills, including
copywriting, are vital in today's
marketing and will continue to
grow in importance in 2020.
Writing for the web requires

two separate sets of skills:
1. Ability to create content
that attracts, engages, and
converts customers.
2. Search engine
optimization techniques to
achieve site authority.
It's difficult to overstate the
importance of good copy and
content.

Strategy
Development
and Deployment

A dealership recently reached
out to me for marketing
advice. They had been bootstrapping it for a year and
were at a point where a digital
marketing strategy was sorely
needed. A few months back,
they tried Google ads but said,
"Because we didn't have a
strategy, we spent a lot and
got very little."
Goals are at the heart of
strategy development.
Some marketers jump to
tactics first, simply acquiesce
to the boss' demands, ("Get
me more sales!"), and rarely
inject their own expertise to

January 2020

http://www.digitaldealer.com

Digital Dealer - January 2020

Table of Contents for the Digital Edition of Digital Dealer - January 2020

Digital Dealer - January 2020
Up to Speed | Tech, Dealer News, & People on the Move
Interview With Facebook
Culture Seven Key Rules of Culture
Reputation & Loyalty What’s Your Dealership’s Reputation Worth?
Vehicle Valuation Discontinued Sedans Demonstrate Remarkable Staying Power in Terms of Valuation
Process & Performance Preparing for the Industry Ahead
Exclusive Interview With Liz Dimmitt of Dimmitt Chevrolet
Digital Dealer: What's New & What's Next
Video What’s Working in Auto Tv Advertising
Social Media Intelligent Social Media Strategy
Content Strategy Ad Copy Power Points!
Video Next Wave of Mobile-First Revolution
Social Media Mastering Social Media
Lead Handling 5 Ways Dealerships Lose Online Leads
Process & Performance Retail Resolutions to Drive Results
Fixed Operations the Fluid Fails Before the Part: A Sales Opportunity!
Customer Experience Make the Customer Experience Fun and Boost Sales
Social Seen | Snapshots of the Auto Retail Scene
What's Ahead | Auto Retail Vendors Announce Solutions Headed to Nada 2020
Digital Dealer - January 2020 - CT1
Digital Dealer - January 2020 - CT2
Digital Dealer - January 2020 - Digital Dealer - January 2020
Digital Dealer - January 2020 - Cover2
Digital Dealer - January 2020 - 1
Digital Dealer - January 2020 - 2
Digital Dealer - January 2020 - 3
Digital Dealer - January 2020 - 4
Digital Dealer - January 2020 - 5
Digital Dealer - January 2020 - 6
Digital Dealer - January 2020 - 7
Digital Dealer - January 2020 - Up to Speed | Tech, Dealer News, & People on the Move
Digital Dealer - January 2020 - 9
Digital Dealer - January 2020 - Interview With Facebook
Digital Dealer - January 2020 - 11
Digital Dealer - January 2020 - Culture Seven Key Rules of Culture
Digital Dealer - January 2020 - 13
Digital Dealer - January 2020 - Reputation & Loyalty What’s Your Dealership’s Reputation Worth?
Digital Dealer - January 2020 - 15
Digital Dealer - January 2020 - Vehicle Valuation Discontinued Sedans Demonstrate Remarkable Staying Power in Terms of Valuation
Digital Dealer - January 2020 - Process & Performance Preparing for the Industry Ahead
Digital Dealer - January 2020 - 18
Digital Dealer - January 2020 - 19
Digital Dealer - January 2020 - Exclusive Interview With Liz Dimmitt of Dimmitt Chevrolet
Digital Dealer - January 2020 - 21
Digital Dealer - January 2020 - 22
Digital Dealer - January 2020 - 23
Digital Dealer - January 2020 - 24
Digital Dealer - January 2020 - 25
Digital Dealer - January 2020 - Digital Dealer: What's New & What's Next
Digital Dealer - January 2020 - 27
Digital Dealer - January 2020 - Video What’s Working in Auto Tv Advertising
Digital Dealer - January 2020 - 29
Digital Dealer - January 2020 - Social Media Intelligent Social Media Strategy
Digital Dealer - January 2020 - 31
Digital Dealer - January 2020 - Content Strategy Ad Copy Power Points!
Digital Dealer - January 2020 - 33
Digital Dealer - January 2020 - Video Next Wave of Mobile-First Revolution
Digital Dealer - January 2020 - 35
Digital Dealer - January 2020 - Social Media Mastering Social Media
Digital Dealer - January 2020 - 37
Digital Dealer - January 2020 - 38
Digital Dealer - January 2020 - 39
Digital Dealer - January 2020 - Lead Handling 5 Ways Dealerships Lose Online Leads
Digital Dealer - January 2020 - Process & Performance Retail Resolutions to Drive Results
Digital Dealer - January 2020 - Fixed Operations the Fluid Fails Before the Part: A Sales Opportunity!
Digital Dealer - January 2020 - Customer Experience Make the Customer Experience Fun and Boost Sales
Digital Dealer - January 2020 - 44
Digital Dealer - January 2020 - Social Seen | Snapshots of the Auto Retail Scene
Digital Dealer - January 2020 - 46
Digital Dealer - January 2020 - 47
Digital Dealer - January 2020 - What's Ahead | Auto Retail Vendors Announce Solutions Headed to Nada 2020
Digital Dealer - January 2020 - Cover3
Digital Dealer - January 2020 - Cover4
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