Dealer Online Marketing: Strategies and Tips from Mark Olson

By: Felicia Savage

Dealer online marketing tips from Mark OlsonSince taking over Findlay Kia’s E-Commerce efforts back in 2014, Mark Olson has seen a tremendous amount of growth in the number of leads, engagement, and a 225% increase in close rate.


This stratospheric growth earned him a place on the Automotive News 40 Under 40 List. As one of his chosen dealership website conversion vendors, we couldn’t be more proud of his accomplishment.


40under40retail--400Then, just as we wound down from cheering about Mark’s Automotive News accomplishment, we found out that he was going to be a webinar guest with the good folks at Digital Dealer!


We figured this would be the opportune time to kickoff our monthly “Dealer Profiles series.” During this series, we’ll discuss the backgrounds of some of amazing Internet Managers, E-Commerce Directors and General Managers, as well as some of their sales and dealer online marketing strategies!


Dealer Online Marketing Tips from Mark

On August 25, 2016 at 11:30 AM ET, Mark Olson hosted a webinar where he discussed the dealer online marketing strategies that lead to Findlay Kia’s outstanding success.



While there are many great takeaways from his webinar (which you can watch in the video above), we wanted to focus on one that we found really useful.


Car dealerships need structure to function well AND to sell.


When Mark first started at Findlay Kia, he liked to call it the “wild West” because it lacked three things:


  • No process
  • No culture
  • No follow-up: “1 and done”


This was a huge reason why they weren’t seeing a return on their marketing or sales efforts. So, when Mark came aboard, he made it a priority to bring structure to the department so it could function more effectively.


How Mark Brought “the Law to Town”


  • He installed long-term follow-up processes so they could nurture leads,
  • He created a system that held people accountable.
  • He implemented specific targeting to groups like previous customers who purchased, service customers and customers that bought elsewhere.


These three tips led to a tremendous amount of growth in the number of leads, engagement, and a 225% increase in close rate for Findlay Kia and a well-deserved place on the Automotive 40 Under 40 List. Use Mark’s dealer online marketing tips to help you see more growth in your dealership today!


Want to find out how Findlay Kia used Trade Appraisal Plus to increase their conversion lead to sales to 12%?

Findlay Kia dealer online marketing tips