When it comes to maintaining a positive online reputation, dealerships tend to focus on review sites such as Yelp, Google+, and DealerRater. That’s hardly surprising given 88 percent of consumers read reviews to determine the quality of a local business, and 72 percent say that positive reviews made them trust a business more. *
But there is a lot more to cultivating an attractive digital presence, and ultimately you’ll want to pay attention to the following tips to ensure your online dealership is attracting new customers—not sending them elsewhere.
While barraging your customers with heavy-handed sales messaging may sound like a good idea, we’ve found that a more even-handed approach is the better strategy. In fact, our data shows that the highest value customers, the ones who purchase and service with you the most, also engage the most with non-promotional content.
Of course, it’s always a smart idea to include current specials or links to featured inventory, going beyond that, though, and providing customers with content that will help them make informed decisions, and content that is just plain old fun to read, will go a long way to developing trust and keeping them engaged, turning that one-time purchase into a lifelong customer.
Engaging Social Media
Did you know that mobile consumers check Facebook an average of 14 times a day? ** Now ask yourself how much importance your dealership is placing on social media. It’s hard to argue with the numbers and the growing importance of these platforms. And to do so would place your dealership at a disadvantage.
Thankfully, connecting with customers via social is a great way to message to customers on the move (we can even help). The more often you post, the more you’ll be on their radar when it comes time to purchase or service their vehicle.
Take Denny’s for example. The restaurant chain is a powerhouse on social media, with roughly 300,000 followers on Twitter and over a million likes on Facebook. Its irreverent mix of promotional material and lighthearted content has been incredibly successful with customers.
It’s not enough to just post across social platforms, though. When users engage with you, be sure to answer and let the conversation begin! Posting and responding regularly also shows customers that your dealership is actively involved and engaged, and it’s a great way to highlight events going on at your dealership or in your community.
It may sound obvious, but consumers appreciate businesses that are involved with their local communities, and dealerships are no different.
Your best customers want to have a relationship with your dealership and care about more than just service campaigns. Ensuring your dealership is involved in the community is one important way to establish trust and confidence among consumers, and keeping the connection strong by giving them the kind of content they like is a great way to keep your best customers just that – your customers.
At the end of the day, the most important aspect of your digital presence is that it draws customers to your dealership. By adhering to the strategies outlined above, your dealership’s digital presence will greatly benefit existing customers, all while helping to cultivate new sales opportunities. And if it sounds like too much work, well, we’re here to help!
* Source: Search Engine Land
** Source: IDC Study: Mobile and Social = Connectiveness