You don't want to be a "one trick pony."  Don't get pigeon-holed into engaging your prospects and clients using only one media.  Vary your messages by using emails, direct mail, and your website to brand your products and services. 

There are specific strategies for using email to drive traffic to your website, blog or other links.  And direct mail catches those that may have by-passed your email.  At its simplest stage use your website to promote specials, offer advice, information, and provide value by presenting "relevant & useful" information.  Keep the traffic coming back. 

Adding something as simple and free as a blog increases your exposure on the internet, and in other communities.  Blog communities abound, and all are searchable within their own communities.  Consider this, I searched my own blog community, Wordpress for Used Forklifts, and it returned 51 entries!  The search Forklift Service returned 14 hits, and the term Forklift returned over 200!

Learning to link them is important also to search engines.  The more relevant links and information you have on the internet, the greater your ranking by major search engines.  Trust me, it's not as confusing as it may seem, but as blog communities grow, to be absent from them is ignoring where a major part of your future customers are spending time.

Here is a link on  my blog.  This link actually contains a link to a video from another source.  One of the most enlightening, and useful videos I've watched, by Guy Kawasaki.  Video...new media...the next step.

Now that you have increased your exposure to prospects and customers, it's time to reach out into the web and create other spaces that your companies products and services can be found.  Most are free (YouTube, FaceBook, Linkedin,Podcast Alley etc...) and are important for a couple of reasons.

First, just like blog communities, FaceBook, Linkedin, YouTube, and others are communities in and of themselves where you can host videos for example, on how to do a forklift safety check.  Once your space is created and you've uploaded and tagged the file appropriately, it can now be indexed, searched for, and found, within that community AND major search engines.

Second, you're expanding your reach in cyberspace.  Now instead of a static web site that rarely changes, you've created a dynamic web of media that can be viewed by anyone, anywhere in the world, and it cost you little to do!  Shooting, editing, posting, and tagging video, audio and social media, is something I can easily do for you, and there's no monthly hosting costs.

Click here to go to my company's main web site to hear an example of a podcast that I produced and will provide you an insight to my opinion on marketing's function within your dealership.