The car-buying public now spends far more time shopping online than actually visiting showrooms, which is why you need to reconsider your online marketing strategy, considering your traditional website, portal sites, micro sites, landing pages, and lot sites. Learn more: http://ignitexds.net/our-services/web-marketing/

1. culture message process
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a publication of
IgniteXDS.com
Dealership
Web Marketing
Properties and Content to Influence,
Educate, Motivate and Convert

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1. Tell Your Story
2. Get Found
3. Drive Traffic
4. Nurture Leads
5. Convert
6. Analyze
7. Refine
8. Grow!
Our Process!
Ignite XDS Inbound Marketing
culture message process

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Introduction
If you knew where
the fish were biting
would you spend most of your time on
the other side of the lake?
All indicators point to the fact that the car-buying public is spending far more
time shopping online and far less time shopping showrooms. With that in mind,
ask yourself, how much time do you spend working your dealerships online
presence? Do you have a plan that includes continual content development?
Do you actively research keywords in your market and add landing pages
centered around that potential traffic? Have you reviewed your sites Call-To-
Action recently to make sure your are optimizing your existing traffic?
At Ignite XDS we will work with you to develop an online marketing strategy
based around your dealership’s persona, sales style and brand. You won’t be
locked into existing models or templates. Instead, a model will be designed
completely around your customer’s shopping trends.
Internet
58%
50%
Referral from
Friend/Family
Newspaper Direct Mail Outdoor Ads TV Magazine Radio
0%
10%
20%
30%
40%
50%
60%
Most Influential Sources Leading to the Dealership
= New Buyers = Typical Dealer Spend= Used Buyers
*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study
Traditional
Websites
Portal-Sites Micro-Sites Lot-Sites Landing Pages
66% -
77%
of car buyers are influenced by
the web their friends

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Do you have enough content on your site to
satisfy their appetite for information?
Do You Know How Today’s Costumers Shop?
The average car buyer today visits only 1.3 showrooms prior to making a purchase. 85%+ of those buyers however will shop up to seven dealerships online just prior to
setting foot on the lot. At Ignite XDS we will work with you to develop an online marketing strategy based around your dealership’s persona, sales style and brand. You won’t
be locked into existing models or templates. Instead, a model will be designed completely around your customer’s shopping trends.
85% of your customers are
Pre-Shopping Online!
1995
*Source: NADA Data 2009
0
100
200
300
400
500
600
2000 2005 2010
*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study
onlin
e
off
line
11.5 Hours
on average
60%
7.5 Hours
on average
19
Hours Total
Shopping
New Car
Buyers
40%
onlin
e
off
line
11 Hours
on average
60%
7 Hours
on average
18
Hours Total
Shopping
Used Car
Buyers
40%
60%of their time
shopping online
Car Buyers
spend

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Cast a wide NET!
To Land Your Prospects
Traditional Websites
At Ignite XDS we will work with you to develop an online
marketing strategy based around your dealership’s persona,
sales style and brand. You won’t be locked into existing models
or templates. Instead, a model will be designed completely
around your customer’s shopping trends.
Portal Sites
Multi-store dealer groups can take advantage of Ignite XDS
dealer portal websites. These SEO power-packed sites combine
all inventory into one huge online location. Your customers can
shop your entire stock, leads are segmented and delivered to
host stores. The dealer group portal is a powerful online tool.
Micro-Sites
Service, collision, certified pre-owned, and many others make
great opportunities for micro-sites. You don’t want to clutter
your main site, but need to share this valuable content. Produc-
ing a series of topic specific micro-sites are a must have part of
any successful online strategy.
Landing Pages
Attack and convert on your keywords with a series of landing
pages. It is virtually impossible to stuff every necessary key-
word you’ll need to dominate the market into your main site.
Landing pages will do the work for you. Fast, effective, and
powerful, these pages are integral to any strategy.
Lot Sites
Just because you have a small lot doesn’t mean your website
has to be. We create simple websites with modern design to
guarantee your customers feel like you spent a fortune on your
website, but for a fraction of the cost.
Establish a Keyword/Target Strategy
Build/Optimize Your Main Site
Create a Series of targeted Micro-Sites Landing
Pages based around your targets
Maximize CTA (Call To Action)
Measure, Analyze, Refine
Don’t Overlook the Value of SEO Content Mar-
keting - They are a MUST Ingredient for your Mix
1.
2.
3.
4.
5.
6.

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Effective Design
A quality web presence begins with a quality brand and their web design. Quality de-
sign however, is more than just a pretty picture. It’s designed to enhance the brand,
lead the eye, and urge conversion.
Features and Content
The modern car-buying public is demanding a truck-load of information before mak-
ing their purchase. Your website needs to give it to them. Build Price, Research, and
the ability to Compare makes and models are must haves.
A Lead Source
Is your website PACKED with call-to-action (CTA)? Your site needs to provide multiple
levels of CTA, for every aspect of your business. Sure public apprehension is high, but
so is the desire for information. Make sure your website finds a balance to optimize
interaction and leads.
Traditional Dealer Website
Your dealership website is the hub of your online marketing efforts. It is the net you will use to attract leads, the podium employed to enhance your
brand, and the home base for all your online marketing efforts. Your dealership website needs to be adaptable, constantly evolving, and attractive to car-
buyers and search engines alike. Your website IS your dealership, make sure you give it the attention it demands.
Your Website is your
Showroom!
Over 85% of Buyers use the Internet as their primary information source for a
vehicle purchase, your website has become your showroom. The importance of
this medium has never been higher. Are you giving your website the attention
it requires? Buyers will shop online for over 11 hours, while only setting foot in
1.2 dealerships. Your site needs to perform to those standards.
2001 2009 2011

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Combine Your Properties
Your group has inventory at multiple locations, leads need to filter appropriately, and
your customers want to know where their dream car is located. The Ignite XDS Portal
site easily handles these and many other handles these issues. You can no longer af-
ford a click-through landing page to represent your group.
Dominate Search – Push Your Competition Down the Page
Google loves content, the more content the better. In fact, the larger your site, the
more authority it will bring to bear on search results. The power multiple locations of
inventory can have on search results is so powerful, in fact, that it is almost a crime to
settle for a click-through landing page portal.
Give Your Customers a Choice
Your group portal will let car-buyers shop your entire inventory. If they don’t find
what they want at one store, they may at the next. Satisfy their need to shop.
Portal Site
The ability to leverage the power of a multi-store group with a Portal Website is critical for any dealership group. It’s no secret Google loves content. The
more the better. The SEO power that can result from an effectively executed Portal Website is significant. The additional URL and vast amount of content
will help your group dominate with multiple search engine results (SERPs).
Leverage the
POWER
of your group!
Combine Inventories
Segment Inventory Leads
Increase Overall Traffic
Demonstrate Your

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Mega Traffic Generator
The implementation of a series of OEM brand-compliant micro-sites for multi-brand
stores or dealer groups can be a power traffic generator. You can specifically target
car-buyers who are brand loyal, increase SERP’s and create additional opportunities
to sell.
Targeted and Goal Specific
A key factor in the implementation of any micro-site strategy is the ability to be very
specific and goal oriented in their launch. Once the audience segment is determined,
the messaging can be totally focused on that segment. After all if the group is sig-
nificant enough for you to notice, the buying power of that group will most certainly
match. Give them the content they desire, set your store apart in the marketplace and
enjoy the additional leads and sales that will result.
Micro-Sites
Certain segments of your online audience require an amount of content that would clutter your main website and confuse the average online shopper.
Enter the micro-site. Micro-sites are the perfect tool to fill in the gaps for specialized portions of your audience. Imagine the amount of content required
to explain, in detail, all the services provided in your service department. Without a micro-site that content would be difficult to efficiently portray. The
dealer micro-site is an optimum tool to geo-target, demographic-target, and enhance fixed-ops sales opportunities.
Fill in the Gaps in your Web
Presence with a series of
Micro-Sites
OEM Compliant
Target Demographics
Geo-Targeted Conquest
Great for Fixed-Ops

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Keyword Rich Content
A landing page has one purpose; that is, to get found for a specific term, and convert
the viewer into a lead. That’s it! That finite focus however, is where their power lies.
When combined with the weight of your main site, this micro-focus produces very
positive results.
Frequency, Speed and Agility
Landing pages allow you to react quickly and efficiently to market trends. Recognize
a trend today, and be on the net with content around that trend tomorrow. Landing
pages provide the opportunity to establish your dealership as the thought leader,
gain leads faster, and dominate the market sooner.
Landing Pages
Landing Pages are all about conquesting. A properly implemented landing page strategy could conceivably contain 100’s of pages, each precisely
targeted to a specific term. Need to dominate a town? For New Cars? Used? A specific model? Service? A group of landing pages built and optimized
around that town and those items will produce the desired results.
Landing Pages
the workhorse in
keyword dominance
Fast, Inexpensive + Powerful
Lead Generators
Monopolize Search
Target Conquest

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All The Features You Need, and None That You Don’t
A Lot Site from Ignite XDS will give you the capability to select the features you want
and need. Let your budget and market determine how your site is configured, instead
of being stuck with a template that isn’t quite the fit you need.
Create a Used Car Portal Around Your Group’s Inventory
Just like your group’s large portal, Ignite XDS will give you the ability to craft a used
car portal, designed and optimized to target an audience or geographic target.
Lot Sites
Are you an independent Used Car Lot Dealer, a franchise with a Buy-Here Pay-Here lot, or a group that wants to dominate used car sales in a geographic
area? Ignite XDS has a Lot Website option for you, at a budget that suits your needs. Display inventory as simply as adding us as a third party feed push,
to complete DMS integration with VIN-Decoding.
Don’t forget about your
Lot Sites
Buy Here / Pay Here Lots
Used Lot Portals
Economy Lots
Stand Alone Lot Dealers

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Inbound Marketing
A comprehensive guide that will take
you through the philosophy, the tools
the process. All in one easy to under-
stand book!
Social Media
Learn how to create, market manage
a successful Social Media presence
and how we can help you do it for less
time and less money!
Working With Us
Like we say -‘Have Questions? We’ve
Got Answers!’Get all the answer with
this guide to all things Ignite XDS!
Content Marketing
All the tips tricks to getting your
websites found online including
SEO,Blogs other tools we use to get
your website found.
Autodrive Apps
These online tools will help you cast
a larger net for cultivating more lead
opportunities to keep your customers
engaged coming back for more.
The New Company Culture
The traditional company culture is
changing. It’s less about how much
time you’ve worked, but the quality of
work you produce!
Ignite XDS – Inbound Marketing
The people at Ignite XDS have made their careers studying buying trends and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and
infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conversation. We promise, you’ll be
glad you did.
Check out our other eBooks at IgniteXDS.com!