2014 may be the time to rethink your online marketing priorities. What you’re doing now may be frivolous without the proper fundamentals in place. We’ve listed 3 core priorities that every dealership should have in place before spending another dollar on sending traffic to your website.
NUMBER ONE: Online Visibility – How are you appearing online? Forget about SEO, PPC and everything else. If your business information is incorrect across the web, your potential customers simply may not find you. N.A.P. (Name Address Phone) consistency is vital and basic information shared between directories, web applications & mobile apps, and if you have one digit of your phone number off, or you’ve got “Rd. instead of Dr.” in your address, it can cause havoc within these applications. Example: Apple Maps relies on Yelp for data, so if your Yelp listing is off, your iPhone clients are lost.
NUMBER TWO: Reputation – Ok so you’ve got #1 down. Now that people can find your business listing, you’re open to people talking about you online and leaving reviews across the web. FACT: 70% of people consult online reviews prior to purchasing, and 85% will change their mind about doing business with you if they are subjected to negative reviews. What about Tweets, Facebook messages, or just banter about your business in forums and directories? If you’re not aware of what’s being said about you online, you’re letting closet skeletons walk around town and introduce themselves to your customers. Alert systems can notify you of all mentions of your business (and your competition), which you can then take action on. The more action you take now, the less mud you’ll have to shovel later.
NUMBER THREE: Social Media – Forget about the question, “how many cars am I going to sell from it?” and answer this question instead: “How many existing and potential customers am I going to lose by ignoring them?” Think of Social Media Management as a consolidated effort to reach & respond….to create interactive conversations, outbound marketing messages and cultivate relationships with both existing and potential customers. When the fastest growing demographic on Facebook are age 45-55 - if you’re not populating your social accounts with compelling content about your business, your industry, and/or your community you’re ignoring your target market who expects a business in 2014 to be ahead of the curve…not just keeping up with it…oh, and you’re in small company. Only 7% of businesses choose NOT to use Social Media as a marketing avenue.
Think of these channels as small holes in the Red Solo cup filled with your customers. You can pour as much traffic into your business as possible, but you will always be leaking customers. Fill these holes, and then move onto the strategy of filling your cup…and keep a stack nearby too.
Are you an auto dealer looking for help with the above? Click here for information on how 214 Interactive can help.