Mobile, GPS Twitter, Google Local Adwords and more have the World Wide Web morphing into the Local Narrow Web where consumers are looking online for friends, movies, dinner, products and services in their neighborhood. Brand sites have to get better at local information to show local price, local dealer location and local promotions or risk disappointing your most likely customers.
In many instances, the trip from the dealer locator to the store is made way too difficult. How many times have you found a product on a brand site, and then linked from there to a dealer site, that only links back to the original brand site where you started? We call it the circle of confusion.
Because dealers don’t have the tools to put good data on their site, they simply link to your brand site. You send the consumer to the dealer site, they send the poor guy back and so it goes and goes.
Or worse, you send the consumer to the dealer’s site where they find competitive information and get what they want somewhere else.
Or, you just give the consumer the street address and maybe a map to the dealer’s store which isn’t any more friendly then the old fashion yellow pages and may be even less effective as the consumer will continue to search online elsewhere for better information.
The solution is fairly easy. Build microsites for your best dealers and link to them in your dealer locator. Let the dealer use an online tool to customize and update the information. Now, the consumer gets product information, price, local promotion and place to buy, all on one page. Also use these microsites as Google landing pages, Facebook Fan Pages, email links and more.
Break the circle of confusion and make a sale.