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ATLANTA — AutoTrader.com believes it now has a textbook plan to help any size dealer boost online advertising efforts in retailing new- and used-vehicle inventories.

On Wednesday, site executives released the availability of a free, four-chapter book called the Online Marketing Handbook. They explained the book is broken down into four distinct sections with the first half of the book covering the basics dealers need to know about selling vehicles and services through the Internet. 

AutoTrader.com highlighted Chapter 1 discusses the basics of why it is important to utilize the Internet as an integral part of sales and marketing efforts and how to integrate online listings into the culture of the sales staff.

The site continued that Chapter 2 focuses on the specific techniques the sales staff needs to know in order to craft strong online classifieds listings, including tips on how to create quality images and sales copy that entices customers into the showroom.

Site executives noted that the second half of this book delves more advanced techniques

In Chapter 3, AutoTrader.com said the section centers on how dealers can develop strategies that best integrate a store's own Web presence in with traditional offline marketing outlets.

Finally in Chapter 4, the site contends the guidance takes these concepts one step further, outlining ways to drive additional traffic to a dealership's Web presence and giving information on how to measure that traffic against the advertising spend to ensure a dealer is getting the most for an investment.

The Online Marketing Handbook is available for free directly from AutoTrader.com. Dealers can request a copy either by contact an AutoTrader.com sales consultant or sending a message to industryrelations@autotrader.com.

"Not only does the Online Marketing Handbook provide information to dealers that will help them improve inventory listings on third party classified listings providers like AutoTrader.com, but it also provides effective strategies on what a dealership needs to know about their own website," explained AutoTrader.com chief executive officer and president Chip Perry.

"Whether you are a dealer already relying on the Internet as the primary source for showroom traffic or a dealer only just starting to use the Web, the Online Marketing Handbook offers useful information, tips and tools that you will find valuable in improving your marketing efforts," Perry continued.

"As AutoTrader.com continues to work to be a partner with the dealership community, and as consumers rely more and more on the Internet for their vehicle shopping needs, we look forward to having the Online Marketing Handbook become a valuable go-to resource for dealers and their staffs," Perry went on to say. "This handbook contains tools that will be valuable to all dealerships, ranging from stores specializing in retailing new premium luxury vehicles to those dealers working in the buy-here, pay-here market."