When car dealers hear the expression, “casting a wide net”, they usually associate the concept with going after a larger geographical area, branching out from their standard market area to get people who are further away from the dealership. This is one way to look at it, but another (and arguably more important) way to casting a wider net is to get out to a broader digital audience by being in more places online.
The narrow approach isn’t bad. It’s important for dealers to make sure that their website is getting plenty of traffic and helping to generate its own leads to have exclusive contacts with potential customers. This is the approach that most dealers take and we’re not suggesting that it should stop. However, the wide approach has benefits you simply cannot get with a narrow approach.