By Scott Harris, President of Bill Harris Auto Center

Everyone has a theory about digital marketing. So why should you listen to me? Our dealership not only executes an effective digital marketing strategy, it depends on it.

We have done no traditional advertising since 1997 and our business is growing. When it comes to success in digital marketing, there are a few things I've learned:

• Train well and build accountability into your strategy.
• Be the best at follow-up.
• Use the sales process to engage customers with your Web site.

Driving Better Follow-up
Your Web site may generate leads, but how are you transitioning an Internet lead into a customer?

We believe if we're the best at follow-up, we will get the sale. Therefore, all Internet leads receive a personal e-mail response within two hours. And, when a phone number is provided, the salesperson must also make a phone call. I conduct weekly training sessions with my team to provide continual, thorough coaching and consistent talk tracks.

Great follow-up only happens when you put the right accountability in place. For that, we built Evaluator Surveys for our salespeople. The survey is attached to every lead in the system and asks accountability questions, like:

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• Did I respond to the Internet lead in under two hours?
• Did I make a phone call to the lead?
• Did I schedule an appointment?

I regularly review the number of leads versus the number of surveys to be sure our sales team is completing them. I also review the survey results, so I know exactly who to coach when pieces of the process are being missed.

Using the Web Site to Sell
No matter what brings a prospect into the dealership, our Web site is part of the sales process.

• We introduce every prospect to our Web site right in the showroom. By exploring the site with them, the salesperson discovers what the consumer is really looking for. Plus, the consumer gains confidence that they can find everything they need there.
• If there's a question about a vehicle or price, we will look at similar vehicles on other sites. This makes the consumer feel in control and gives further credibility to our dealership and Web site. Whether they buy today or not, they have personal experience with our site. This motivates return visits and a future relationship with the dealership.
• Even the transition of a sold customer to the service department happens through our online Service Portal. From there, we begin the process of retaining that customer through service.

Digital marketing permeates every part of our business. When you match the right processes, training, accountability, and technology, you too can free yourself of traditional media.

Scott Harris is the president of Bill Harris Auto Center in Ashland, Ohio.