We’ve completed the roll out of the new expressauto.com website. If you’ve been reading my posts you know that we’ve decided to build our site on the WordPress platform. For a lot of reasons, one of them being extensibility. The WordPress community provides hundreds of plugins that add features to your WordPress site. Many themes are also available. Because WordPress components like plugins and themes are open-source, most are editable. We started with an off-the-shelf theme and hired a programmer to carry out our custom design. Then added plugins for additional functions we wanted to incorporate in the site. Continue Reading…
Sun Tzu might not have said it first, but that one statement sums up so completely the difference between strategy and tactics that I have to think he said it best. Sun Tzu or Sunzi was a Chinese military general, strategist, and philosopher during the Zhou dynasty. In “Art of War,” he gives us a glimpse of the strategies AND tactics that made him a great general.
That’s the key, strategy AND tactics. These are not the same things, and the distinction is as important in a business setting as it is in a military one. Strategy is about the 30,000 foot view. It asks, “What do we want to accomplish.” Tactics are about how we accomplish that strategy. Continue Reading…
Redesign: Separating Content, Design, and Development.
Last time I talked a little about how, now I’m going to dig into it further and talk a little about our decision to choose 99Designs as our primary method of redesigning the site.
99Designs offers the opportunity to gather a number of designs from a diverse cross-section of designers. We started our redesign contest last Monday and received more than 30 designs from nine different designers by Sunday night. A great result, and we’ll only pay for the one we use. The cost? $599. It’s important to note that this isn’t a fully implemented redesign. It’s not a website at all. It’s a picture of the website; how the site will be laid out. Programming will be handled separately.
Redesign – The Scariest word in the world?
“The time has come,” the dealer recently said to me, “to redesign the website.” I couldn’t have agreed more. Changes in best practices in the last couple of years, the need for better SEO control and social media integration all require that the site get a facelift, as well as significant under the hood changes. So I decided that I’d do a series of weekly posts, to start getting my blog active again on just how we’re going about it and why.
Pursuing the long tail properly is the key to long term success.
There are two ways to sell more cars. Frankly it isn’t that difficult an equation to master. Generate more leads, or sell a higher percentage of the leads you already have. It’s just that simple. Selling a higher percentage is the harder way to go. After all, getting more leads just requires spending more money. Throwing cash at the problem is always the easiest answer. Being more efficient, now that requires unflinching honesty on your part when you look at your sales process. Being brutal in determining where you’re going off track. One place where many, if not most dealers, stumble is on what I call, “long-tail leads.”
“The Long Tail,” is a term first coined by Chris Anderson of Wired magazine.