A positive online presence can significantly impact a dealership’s ability to attract and retain customers, directly influencing its overall success and growth.
Furthermore, according to Cox Automotive, more than half of today’s car shoppers view a dealership’s online reputation as the most critical factor in their decision-making process. Therefore, establishing a trustworthy online profile is essential.
This article provides fundamental tips and strategies for dealerships to improve their online reputation, attract customers, and build trust.
Invest in Educational Content
Including a wide range of educational materials through your website and social media channels, such as maintenance tips, safety guides, live Q&A sessions, car informational videos, vehicle comparisons, expert advice, and FAQs, significantly showcases the dealership’s expertise and builds trust and credibility. Such content encourages positive reviews, SEO rankings, and online presence.
Leverage Google Business Profile
A Google Business Profile enhances visibility on Google Search and Maps, making it easier for potential customers to find dealerships while looking for related search terms. It facilitates customer reviews and interactions and highlights the dealership’s customer-centric strategy.
Additionally, the profile provides valuable insights into customer behavior, helping to refine marketing strategies and improve service offerings.
Elevate Online Reviews Management
According to a Bright Local study, 79% of consumers trust online reviews as much as personal recommendations. Additionally, Podium’s research reveals that reviews influence purchasing decisions for 93% of consumers. Negative reviews are even more influential, according to ReviewTrackers, as they deter 94% of consumers from a business, and 53% expect a response to such reviews within a week. Non-responsiveness further harms consumer perception.
Given the impact of online reviews, dealerships need effective strategies to increase positive feedback and handle negative reviews effectively.
First, actively monitoring and responding to reviews across key platforms such as Google, Facebook, and Yelp is crucial. Additionally, focusing on industry-specific sites with high traffic, such as Cars.com, DealerRater.com, Edmunds.com, and Autotrader.com, is beneficial.
Reviews shouldn’t be limited to just one site; sharing them across multiple platforms can enhance SEO and increase visibility. This strategy becomes increasingly important as more customers shop for cars online, often extending their search beyond local dealerships to purchase across state lines or from different parts of the state.
- Positive reviews: Many customers may have positive experiences at your dealership but need a prompt to leave a review. The most effective method is to request reviews politely via text messages. Texts are proven highly effective, with open rates of around 98%, compared to 20% open rates of emails, as reported by Campaign Monitor and Mailchimp. Additionally, the reply rates for SMS can reach up to 45%, far exceeding the typical 6% for emails. It makes SMS a more potent tool for efficiently gathering customer feedback.
- Negative reviews: Responding to negative reviews tactfully and transparently is essential for maintaining a positive online reputation. Ignoring these reviews can create the impression of indifference towards customer feedback, depriving your audience of your perspective on the issues raised. Addressing complaints from dissatisfied customers quickly and effectively, both publicly and privately through email, comments, or phone, is crucial. This method underscores a commitment to excellent customer service and can help mitigate potential damage to your reputation.
Conclusion
A dealership’s online reputation is crucial in today’s digital-first environment. By investing in educational content, maintaining an active Google Business Profile, and managing online reviews effectively, dealerships can enhance their visibility and credibility. Strategies like requesting reviews via SMS and tactfully responding to negative feedback are essential for building trust and attracting customers.
