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Brian Pasch is the CEO of PCG Digital Marketing which provides digital marketing strategies to growing businesses.
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The Best $200 Digital Marketing Investment

Nov 10th 2010 at 4:45 AM

I have many clients that operate car dealerships in the United States and the top search phrase that brings organic traffic to their website is their dealership name.  This is a result of major investments in traditional advertising and branding in their local market.

With that statistic you would think that dealers should want to control their brand name and who appears on page One when someone searches their name.  The reality is that they are not aware of how to protect their brand online.

Why? Because over 70% of car dealers in the United States do NOT own all the primary variations of their dealership website URL. (.NET and .ORG).  This applies to any business on not just car dealers.

If you have invested thousands or millions of dollars to brand your business name, you need to buy the .net and .org version of your business name.  I might even suggest that you purchase the .CO domains in the future after my research is completed on this new domain name.

 

Check Your Ownership Today

 

I live in Little Silver New Jersey and a mile from my home is Red Bank Volvo and Red Bank Nissan. So I decided to check if the dealership purchased the .com, .net, .org, and the new .co versions of their primary website address. So I went to GoDaddy.com Bulk Search option, and typed in their names. Here is what was displayed:

 

 

 

The results showed that these domains were available to purchase:

 

  • REDBANKVOLVO.CO
  • REDBANKVOLVO.ORG
  • REDBANKNISSAN.CO
  • REDBANKNISSAN.NET
  • REDBANKNISSAN.ORG

 

So, it looks like in the case of the Nissan Store, they let the valuable .NET and .ORG domains go un-purchased. Ouch! This is a major digital marketing blunder. The Volvo store also did not purchase their .ORG domain name. Both have not purchased the new .CO domain names, which may be a force for digital marketing in the year to come, and not required.

 

Why Should You Buy Them?

 

All car dealers should at least purchase the .NET and .ORG of their primary domains. They should create a WordPress blog on each domain to protect their brand name. The #1 search phrase that brings organic traffic to a car dealer's website is a search of their name.

 

GoDaddy WordPress Hosting is inexpensive. If you buy a hosting package for one year, you get the domain and hosting for $50.

 

If you purchase two hosting packages and put up a blog on the .NET and .ORG domains, you will have MORE PAGE ONE assets that will push lead collectors and negative press off Page One. You will reduce brand leaks and increase your POD Score.

 

So, spend $100 and click here to get started: http://www.godaddy.com/hosting/wordpress-hosting.aspx

 

This $100 investment will have the BEST ROI of anything you can do in 2011. When you buy the hosting packages, you can buy the .NET and .ORG domains for $1.99. Just purchase the hosting packages and domains AT THE SAME time.

 

Once They Are Hosted

 

Pick a WordPress theme that is brand enhancing and start blogging. The .ORG website can be used to document your work in the community and the charities you support. The .NET site can be used to post your monthly sales and to post your customer testimonials that come in via email.

 

In 30-60 days, both of these sites will appear on Google Page One for a search on your dealership name. Their positions on Page One will increase your brand visibility and both sites can have direct links back to your main website.

 

If you need help or have questions, just ask. We are here to help. Wordpress sites can now have live inventory and XML lead forms so there are no limits on what you can do!

 

 

Brian Pasch, CEO

PCG Digital Marketing

http://twitter.com/automotiveseo

 

P.S. Interested in Digital Marketing Workshops? Come to the Napa Valley for 2 days of intense digital marketing workshops right before 2010 NADA Convention in San Francisco. Get More Information

 

 

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