When the internet first began, it was possible to just put in a few keywords to find a site online that had what you were looking for when you were using the search engines. Things have changed dramatically since the inception of the internet in that there are millions upon millions of websites for just about any type of product. Needless to say, it makes it all the more difficult for those who are looking for what you have to sell to find you in the search engines.
Automotive Keyword Searches
Many people who are searching for something online realize this as well. They know not to put in a keyword such as “new car” into the search engine search bar because they will get millions of results pages. They know that they have to narrow down their search by typing in a phrase into the system.
An automotive phrase can be considered long tail keywords. Long tail keywords are those that are more of a direct phrase that can be used in your online marketing and will pop up in the search engines for those who are using that particular phrase to search for something online.
In order to use long tailed keywords effectively in your SEO, you have to have an idea of how those who are most likely to want to buy your product will search for it online. What type of words will they use in their search? You can find this out through Google Analytics, Google Console or you can figure it out for yourself. You should make sure that the long tail keywords that you are planning to use for your articles, blogs and press releases are what others are more than likely to use when they are performing a search online for products or services from your website.
Automotive SEO Spelling
You should also be sure that you understand that spelling is often a problem when it comes to some keywords. The more keywords that you have in your article or blog, the more of a chance that someone has to misspell the keywords. If you have keywords that are often misspelled by the public, you should include some misspellings of the keyword that are most likely to be used in your article, blog or press release.
You should also use short keywords in your SEO as this will also be picked up by the search engines. However, as the internet continues to grow, you can no longer ignore the advantages of using long tail keywords have over you.
The long tail keywords can have some words that are not picked up by the search engines in the title and text so that they make sense. For example, if you are using automotive car dealer in Denver as your long tailed keyword, “automotive car dealer Denver” would be the keyword. The “in” to make the phrase more grammar conscious, does not interfere with the search.
Long tail keywords can make a big difference when you are trying to get your website noticed online. You should incorporate the long tail keyword just as you would a regular eyword into your text as well as any marketing that you do for your site. You will find that you get much better results by using long tail keywords for marketing than you would with short keywords used for marketing.
Attracting Automotive Customers
You have more of a chance of attracting customers to your site using long tail keywords than you would using regular keywords. Those who do hit on your site when using a long tail keyword search will be more likely to be looking for exactly what you are selling than those who randomly land on the site using shorter keywords. While you should use both long tail and regular keywords for your Automotive SEO projects, it is important not to underestimate the importance of using long tail keywords when you are creating a search engine optimized product for your website.
Google and Yahoo are two of the search engines that use SEO. While there are those who say that both of them also rely heavily upon link building when it comes to page placement in the search engine results, both of them also rely heavily on search engine optimization. They send their search engine spiders and bots through the text to pick up keywords to help rank the page. The bots pick up both long-tailed and regular keywords. Long-tailed keywords are phrases that appear throughout the text and will be discussed in a later chapter of this book.
All of the search engines use SEO to some extent. While SEO is not the only factor that figures in to search engine results placement, it is a primary factor in this placement. Google, Yahoo, Bing, and all of the other search engines all rely on SEO in the content to figure on placement in their pages. However, one search engine may rely on SEO more than others.
If you do a search on Google, for example, chances are that you will pull up different results than if you plug the same keywords into the Yahoo search engine. Both of these giant search engines use SEO in order to determine rank, although they also figure in other factors.
One factor that figures heavily in the Google search engine rankings (as it does in other search engines) is link building and page building. The search engine will rank a website higher if it has many links back to the site throughout the web. This is very prevalent with the giant information site, Wikipedia. You have probably noticed that this site often comes up when you are searching for information. That is because there are so many backlinks throughout the web that link back to this site.
When you are on a Wikipedia page, you will notice hyperlinks to other areas of the site. This large link network creates hundreds of thousands of pages that are all linked together to dominate the search engine results. In addition to link building, however, Wikipedia also uses SEO. If you study any Wikipedia article, you can pick out the keywords and see how often they are used.
Everyone who has a website online wants to make sure that they get their website noticed in the search engines. There are positive ways to do this and tricky ways to do this. Tricky ways are often called “black hat” techniques that can get a website banned from the search engines. This can be self-defeating, so you want to be sure that you naturally build up your ranking in the search engines through the use of SEO and other strategies.
One way that you can naturally build up your rankings in the search engine is to properly implement SEO in all of the text that is committed to your website. You want to be sure not to use keyword stuffing, which is when you have too much of a keyword density in your text. You should have 2-3% keyword density for your text.
Automotive SEO Basics
Some of the basic principles of using SEO in text are as follows:
Use it in the title of the text, preferably in the first few words; Use it in the first sentence of the text;
Use it in the last sentence of the first paragraph of the text;
Use it once in the body of the text per 500 words;
Use it in the last sentence of the text.
Automotive SEO Tactics
Different marketing companies that practice SEO will use different tactics to get their website noticed. Many of them use variations of the above when it comes to SEO. Two things that you want to avoid when you are working with SEO to market your site is using too many keywords in your text or not using the right keywords. Later, we will discuss the different ways that you can discover which keywords will work for your type of site.
In order to market your website online, you will want to use search engine optimization in all of your text related to your website.
All of the search engines pick up SEO to varying degrees so understanding how to optimize your website is important if you want others to be able to easily access your website when online.
Is voice search for the future of mobile search? The jury is still out, but Google says that 20 percent of all searches on mobile are now voice searches – and that number is growing.
While you currently can’t target voice searches directly, if you are interested in driving conversions from voice searches, here are some tips to consider for moving forward.
Understand what makes voice search different
Voice search queries tend to be longer. In 2004, most searches were 2 or 3 words. Today, search queries can be 27+ words. Voice searches also tend to be more specific (for example, searching for “find the closest open store that sells a Ford F-150 ” instead of just “Ford F-150”).
Analyze your longer tail keywords to find patterns
Since voice searches are usually more natural and conversational, keyword optimization should fit this new long-tail landscape.
Use modified broad match keywords
Modified broad match lets you specify that specific broad match keywords or close variants (such as +make +model +locatoin) must appear to show your search ad. So even if the voice search is 30 words, as long as 3 of those are “make,” “model,” and “location” your ad will appear.
Negative out keywords that aren’t driving customers
As you test and refine your keyword list for voice search, be sure to negative any words from a modified broad match that indicate the searcher is not a potential customer.
Be sure to give voice searches the option of calling
People use voice search because it is easy and hands-free. It makes sense that a voice searcher would want to keep using voice to engage with a business – and that means a phone call.
Speak in the language of “mobile.”
Since these ads will only be seen by people on their smartphones, your ad language should reflect it.
Tell searchers that operators are standing by to take their call. Use mobile-specific calls to action such as “Shop our mobile site,” “Buy on your phone,” “Find nearby stores,” and “Call us now.”
Managing images of a dealership can have a significant impact on the quality of content users find when researching travel online. It is possible to add or remove photos from your account at any time. There are also ways to flag inappropriate images added by other users.
Adding Images of your Dealership
Data from Google shows that dealerships with high-quality, relevant images receive higher levels of engagement from users and are more likely to be visited by consumers who have viewed that dealership’s listing online.
Having the photography that includes the exterior and interior of your dealership as well as photos of models and the service department will be beneficial to attracting customers.
To add an image or images, simply log into your Google My Business account and select the “Photos” tab from the menu bar on the left side of the screen. From this section, you’ll be able to add and manage images, including selecting the cover image, identifying specific subjects (such as vehicle photos from your inventory) and other actions. You can add photos from your device or from Google Photos.
How to Remove an Image From Your Listing
Removing an Image Added to Your Account
Sign into your Google My Business account and choose the listing you’d like to manage. Select “Photos” from the menu on the left. Click the image you want to remove and then click the trash can icon in the top-right corner. This will delete the image from your listing.
Flagging Images from Other Users for Removal
To flag an image from another user for removal, navigate to your location’s photo gallery in Google Maps. Click on a photo to pull up the photo gallery image panel, and click on the three-dot menu icon in the top left corner.
Select “Report a Problem.” Complete the information on the form about why the photo should be flagged for your dealership and then click “Submit.”
A photo must be in violation of Google’s photo policy in order to be removed from the Google My Business. Sometimes it is necessary to flag an image a second time if it is not removed after an initial period of 7-14 days from the profile.
Photo Best Practices
Orientation is important for photo selection, and it’s best to keep this in mind when photographing a location. Horizontal images are preferred. Vertical images are acceptable if they have sufficient resolution to be cropped horizontally. Avoid using extreme angles or tight crops on images.
For example, when photographing the dealership’s exterior, try to find a direct shot that includes as much of the façade as possible. When shooting vehicles or service department photos, it may be more practical to use an overhead angle or a close crop shot.
The dealership location should be the focal point of the photo. Users should be able to easily recognize what they are seeing when quickly looking at the pictures.
Photos should be sharply focused and without any blurriness. Images should look real and be high-quality without being heavily doctored.
You want to add images that showcase the focal point in the best manner possible, including quality lighting. It’s generally a best practice to capture things during the day unless you are highlighting a location specifically known for its nightlife. Subtle differences in lighting quality can make notable differences in the visibility of photos within Google products.
Choose images that have bright, vibrant colors because these often generate better visibility and more engagement for your Google My Business profile. Your image may be competing against hundreds of other photos of a given location for a user’s attention. While photos should not be heavily doctored, modestly boosting the saturation of images may be beneficial in some cases.
As much as possible, images should be relevant year-round. This means avoiding seasonal photos (for example – Holiday decorations or colorful Halloween shots).
Photo Rights and Watermarks
When adding photos, you want to avoid intellectual property violations. Make sure the photos you are uploading belong to only you. Try to add a variety of unique images rather than uploading the same images repeatedly.
If your photos have a watermark, it should be small and limited to one corner to avoid distracting from the overall image. Photos should obviously never include inappropriate or dangerous content and obviously no personal or confidential information. Photos should focus on the dealership – so include the building, service, vehicles and limited team members photos from the dealership.
Did you know that while many emails go unopened and unnoticed, the majority of text messages are opened within just five minutes of being received? That means that text messaging, also known as SMS, is a highly effective and immediate way to communicate with your customers. An automated text message solution makes it easy and efficient to personally connect with customers. So now that you know, what are some of the best ways you can use text messaging to stay in touch with your customers and bring in more business?
How to Get Customers to Sign Up for Texts
Getting customers to sign up is the first step. You should advertise the benefits of signing up for your text message marketing campaigns everywhere: on your website, at the physical location of your business, on your social media pages, and in your email marketing campaigns. Also, think about this: why would a customer want to sign up? Advertise the benefits that will entice people to want to receive your text messages.
Never miss an automotive appointment again with our convenient text message reminders.
Receive instant text message notifications as soon as your vehicle part arrives.
Gain access to personalized text message promotions and exclusive contests!
Engage Customers from the Very First Text
Once customers have signed up, your automated text message solution should send them a thank you text, confirming their subscription and offering them a special promotion to get them interested. The promotion can be small, for example, a 15% off coupon for an oil change or tire rotation. The main idea is to provide immediate value and reassure the customer that signing up was a smart idea.
Provide Helpful Automotive Tips
A great way to build trust and loyalty with your customers is to send them helpful text message tips they can actually use. These tips serve to keep you connected throughout the year, even when the customer has not been into the shop in a while, and to establish your business as one that is always thinking about its customers’ needs. These can include safety tips, maintenance advice, links to buyers’ guides or industry news, and so on.
Send Automatic Maintenance Reminders
Text message reminders can be sent automatically to each customer based on their vehicle type and history, date of the last appointment, and time of year. Reminders make your customers’ lives easier because they don’t have to remember when to book an oil change, routine maintenance, or inspection. They will be automatically notified at precisely the right time. These text messages encourage repeat business. Once the appointment has been booked, the customer will get an automatic reminder on the day of the appointment so they don’t forget, reducing no-shows and increasing your revenue.
Offer Personalized Promotions
Customers love to feel like they are getting an exclusive deal. Personalized promotions bring in more business and also grow customer loyalty and satisfaction. Your automated text message solution will keep track of each customer’s birthday, purchase date and other individual data so that promotional messages can be sent out on important dates.
Try using an automated text message marketing solution and track how much additional business comes in due to personally targeted text message campaigns.
On-Page SEO has to be understood before you can go and turn your new-found knowledge into cold, hard cash.
To make this term a little easier to understand imagine a finely-tuned engine that has several components to perform at its best. The same principles apply to On-Page SEO. It’s not just ONE thing you have to put into action, but several. Don’t worry, after reading this chapter you should have gained a good understanding of what to do. Let’s start with title tags.
The first thing you need to do is include your target keyword in the <title>title<title/> tag of your site. I suggest you use the keyword in a sensible form and maybe even consider using a long tail keyword to match. That way you will get more traffic. The best option, of course, is to incorporate your main keyword into a long tail keyword that gets actual searches.
Some webmasters use their keyword in their title tag (as is) which can actually repel visitors. Make them user friendly and you can’t lose, as long as your keyword is in the tag. This little tip alone can increase your search click conversions by 100% or more.
The next thing you need to do is use your keywords in the site’s page headings. By using <H1>, <H2>, <H3> tags you can further increase the keyword relevancy of your page.
If you use WordPress make sure the theme you use has these heading tags properly coded.
Some themes don’t and failing to pay attention here could lose you a substantial amount of search traffic over time. If in doubt, use an SEO plugin to help you rectify any possible issues.
If you worry about keyword density here, don’t. It’s more important to use the keyword in these tags and if possible incorporate long tails and keyword variations to help build your site’s authority.
Keywords in Content
Whenever you write content for your site be sure to use the keyword in the title, in the first sentence of the first paragraph, several times throughout the text and in the last sentence of the last paragraph. If you do this consistently, besides adding title and page tags you will see incredible results.
Another trick is to apply the following to your pages; every time you write new content do this once per article/post:
Bold the keyword
Italicize the keyword
Underline the keyword
This will strengthen the authority of your site because when you mark keywords like this they will stand out to the bots who crawl your site. But PLEASE, don’t do this excessively or you will get banned. Once each on every page is enough.
Too many people worry too much about keyword density. While it is worth a mention here, you should be more concerned about publishing quality content that is actually user friendly. If you use bots and automation software to publish content you will eventually be excluded from Google’s index – guaranteed! Google is dedicated to clean their search engine from spam and crap and they do so aggressively all the time.
I have always done well by aiming for a density of around 2-3%. This means your keyword is featured twice, or three times for every 100 words of text. Just focus on writing quality content naturally, spike your content with keywords and most importantly use related keywords (LSI) and you will do well.
How Long Should Your Content Be?
In recent months, search engines have started to rank long content above short, spammy- looking content simply for that reason. You are best advised to opt for at least 500 words.
Every single page on your domain should ideally feature one optimized image. This little On- Page SEO addition can help you outrank a competitor with his own optimized site if he fails to optimize his images.
You do this by placing your keyword into the image’s <alt> tag. You can see these tags by looking at the HTML code version of your website. In WordPress you can do this from within your post and page WYSIWYG editor at the top right hand side corner.
Optimizing your images will also give you more traffic since many people use image searches on Google to find relevant content.
You’d be well advised to always use internal links where possible. When linking to your sub pages make sure to use the keyword of that page. So if you optimize that particular page for the keyword: how to buy pink widgets in new york, make sure to use the exact keyword to link. The resulting page would become a sub page of your domain.
Another thing I have found to work really well is to use the long tail keyword on sub pages and link it back (anchor text) to the home page (also called index page). This can get you a double listing on Google. More on those later in this eBook.
Outbound links are links you point to pages outside your domain. In order not to dilute your Google juice you want to make these <nofollow> using the appropriate tag. The more <dofollow> links you use to point to websites outside your domain, the more “juice” you will lose in the process.
It’s the fastest way to dilute your site’s existing authority.
Here are powerful questions you can ask to obtain the information necessary to find the most suitable vehicle – and to structure negotiations later.
Understand that 100% of the customer’s present behavior is based on past car-buying experience—use this information to find out how they wish to be sold this time.
“Why are you looking / in the market for transportation at this time?”
“Are you looking for something bigger or smaller than you presently drive?”
“What are you driving now?”
“Will you be keeping it or selling it?”
“When did you purchase it?”
“Did you purchase it new or pre-owned?”
“What do you like most about the vehicle you’re driving now? _______”
“What do you like least about the vehicle you’re driving? ________”
“What would you like to have in the new vehicle that you don’t have in the vehicle you’re driving now?”
“Will the vehicle be used for work or pleasure?”
“Where will most of the driving be done—highway or city?”
“How many miles per year do you drive?”
“Will you be the primary driver?”
“Will there be other drivers in your family?”
“What has changed for you since your last purchase?”
“What would be most important in your consideration of this vehicle?”
“What is the second most-important consideration?”
“What price range was the vehicle when you purchased it?”
“When is your next payment due?”
“By the way, how much was that payment?”
“How did you get them so low?”
Why value? Because not all presentations are product-related! A one-size-fits-all product presentation has been proven to be ineffective when addressing many customer value-related questions.
As a manager, you must be sure all of your salespeople have all the available tools at their disposal to meet the needs of the customer.
How will the Value Presentation impact the Drivers of Repeat and Referral Business
You must take all of the information collected in the fact-finding step to find the most suitable unit for the customer. It is important to use the five-position walk-around to position the product. However, you will also need the proper communication skills to make it effective.
Start by repeating the customer’s wants and needs.
Present the value, features, and benefits that are important to the customer. Each time you make a presentation, it is your responsibility to answer all of these questions.
Avoid discussing price; it is secondary to what fills wants and needs.
Ask their ________________.
Get the customer ________________.
Stimulate desire; use the sense…. sight, sound, touch, imagine.
Tailor all presentations to the customer’s dominant buying motivators.
Make your value presentation different and unique.
Lead with questions, rather than ________________.
Wants and Needs Formula
Show the Feature
What is it? When you show the feature, point to the feature. Stay focused, make appropriate eye contact, have a positive frame of mind, find the key point, use appropriate body language.
Provide the Function
How does it function/work? How does this provide an advantage over the competition or past model?
Explain the Benefit
What will it do for me? When you provide the benefits, use appropriate eye-to-eye contact and explain what it will do for the customer. Use the customer’s words and demonstrate your commitment to them.
Every customer has a different set of expectations and a different set of needs. It will be your task to customize your product presentation for the customer. The flow of the product presentation should be the same in every case. The pacing, tone, and language, however, will certainly vary.
There are four kinds of follow-ups or “tags” you can use to create an incremental decision (a “close”) from a customer.
Standard “tie-down”: It’s a great vehicle, isn’t it?
Inverted “tie-down”: Isn’t it a great vehicle?
Tag: Customer says, “This car rides great.” You say: Doesn’t it?
Silent: Ask the question and nod your head.
An inverted tie-down is a question at the beginning of a statement that suggests a “yes” response.
Can’t you get excited about it ___________?
Do you see the value of ___________?
Can you see the benefit of ___________?
Can you see the merit in ___________?
Wouldn’t it be terrific if ___________?
Aren’t you glad that ___________?
Aren’t you looking forward to ___________?
Doesn’t it make sense to ___________?
Don’t you agree ___________?
Isn’t it going to be fun when ___________?
Isn’t it about time that ___________?
Doesn’t it give you the confidence to know ___________?
Can you see the advantage of ___________?
Wouldn’t it be reassuring to ___________?
Don’t you feel that ___________?
Wouldn’t it be great to save money by ___________?
Aren’t you really excited about ___________?
Isn’t it good to know ___________?
Haven’t you benefited by ___________?
Aren’t you happy to know ___________?
Aren’t you anxious to know ___________?
Isn’t it worth considering that ___________?
A standard tie-down is a question at the end of a statement that demands a “yes” from the customer. Here are some examples:
Don’t you agree?
Wouldn’t you agree?
Right or wrong?
Isn’t that right?
Here is an opportunity to examine several different types of selection offers, and opportunities to improve the customer’s circumstances during the product presentation:
New to Pre-Owned Selection Offer
“Would you consider a vehicle with low mileage, factory certified with a full warranty, and a savings of $1000, $2000, perhaps as much as $3000?”
Pre-owned to New selection offer
“Would you consider a new or perhaps newer vehicle if the payments were the same?”
New to New Selection Offer
“Would you consider a new 2021 Accord and a savings of $1000, $2000, perhaps as much as $3000?”
Lease selection offer
“Would you rather lease or own if the payments were the same? Allow me to show you both.”
“Would you consider an option that would allow you to keep your cash (or trade equity), provide you with more vehicles, more options at the end of the term, and reduce your monthly cost as well?”
As a rule, the dealership’s inventory has absolutely no effect on offering to improve the customer’s situation. The selection offered is just common sense.
Automotive Salespeople using social media to provide value to potential customers by answering questions, responding to comments, and sharing content throughout the buying process – from awareness to consideration until a customer is ready to buy a new or used vehicle.
Social Media Statistics
Just look at the sobering statistics related to social media usage.
Everyone likely has a Facebook friend in the car business. When those in the market see salespeople in their Facebook news feeds, they become more familiar with them.
When they see a car salesperson repeatedly and they’re being genuine, they begin to see them as a friend and begin to really trust that salesperson. Eventually – and perhaps without ever actually meeting them – they see them as their friend in the car business; the one person they’re going to call the next time they need a new vehicle.
Today’s customer wants to find information fast, and they don’t want to come to the dealership to get it. That is where digital marketing and specifically social media come into play.
Dealers need to provide a wealth of data and engaging information to compete for their business.
If you don’t give them the information they are looking for, they will visit another dealership.
While there was once a time that you didn’t need a Facebook page and other social media accounts to compete, that time has long passed as we enter an ever more digital world.
Not only must you have active accounts, but you have to have engaging and valuable content.
Social Selling Defines Brand
With social selling, you get to decide exactly what your brand is and what it is not. Additionally, the more you repeat this brand message, the more it becomes a reality in the minds of prospects.
Strong automotive dealers have defined its brand as a group of honest, hardworking, yet fun salespeople looking to sell a few cars.
They’re community-minded and good people to know if you’re ever looking for a new vehicle. At least that’s what their social posts are saying about them. The dealership brand is exactly what you decide it is when you leverage real social selling.
Social Selling Produces Differentiation
Let’s say you’re a Volkswagen dealer in a highly competitive market. If all you want to do is get down in the mud on price while you spend thousands on Google every month to buy clicks to your website, then social selling is not for you. You believe that a Jetta is a Jetta is a Jetta.
With social selling, you can create differentiation between your brand of Volkswagen Jetta and your competitors’ brands. The trust and familiarity you build separate you from the other dealers in the same market. You still need to be priced competitively, but you no longer have to offer the lowest price every time to win the deal.
Social Selling Drives Buyers
Just as running a great “loss leader” in the Saturday print newspaper once drove ready potential customers to your dealership, so does great social selling today.
Whether you’re an individual salesperson creating your own brand on Social Media or the dealership’s social media manager. The key is building authentic content, stong familiarity, trust, and differentiation you’re creating puts you on the top of some car shoppers’ lists.
This means they’ll visit you first when they’re in the market for a vehicle. Giving you the first (and best) chance to sell them a vehicle.
Social Selling Helps Authenticity
With social selling, you create authenticity in advance of the dealership visit. This means – pay attention – that when someone in your network decides they want a new vehicle, they often come to you first before they spend hours shopping online. Before they find value and relevancy based on the interaction with social media.
They come to that dealership first because they trust. Being authentic. They want that dealership to help them find the right vehicle (relevancy) at a good price (value). In essence, this turns the transaction upside down and allows the dealership to make better grosses because the dealership defined what’s a good value.
Social Selling Next Steps
If you’re a sales manager or dealer principal and you’re spending any time at all trying to decide if social selling makes sense for your dealership or especially for your individual salespeople, the time has come to stop talking about it and start doing it.
If you have the experience and the resources, you are equally capable of creating a social media strategy for your dealership.
But, often working with a professional certainly can help to ensure that you will generate the best results. Meaning, less time spent on testing out different tactics hoping to uncover the one that moves the needle for your dealership.
The age-old question has always been “how do we get more appointments?” to just get them to the dealership. There has always been a thought process of just get them into the dealer, test drives a vehicle, and then have a good shot at selling them – with a turnover to the Sales Manager to close the deal. Times have certainly changed with the digital age – not counting on the recent Coronavirus but in the last few years of digital dealerships.
So with that here are six ways that I think we can look at for getting traffic – digital and in-person to your dealership!
#1 Social Media
Some dealers are still not comfortable with using social media to its full potential. Building trust for a dealership is certainly key in bringing folks to the dealership. One of the best and most relevant ways is to share your “story” on social media. This means building excitement and consistency in messages on social media. The platforms include Facebook, Instagram (including Instagram Stories), Twitter, and even the newest one TikTok.
For example – delivery pictures and having the customer tag themselves when appropriate – get them to share the picture. It is a strong message to have a customer show where they bought a car, what they bought, and by a simple picture of why they purchased from that dealership!
Another idea is to highlight your team members – people buy cars from people…. so doing something to differentiate from other dealerships on why their team should have a chance to earn the customers’ business.
#2 Targeted Email Campaigns
While a lot of dealers conduct mass email blasts to leads that were received or customers that had purchased. But taking it to another level will help drive specific traffic to your web site and in turn dealership. Using email platforms allows you to do custom lists that are generated from the names, interactions, and current status.
A dealership collects leads from various sources, new and used leads, then broken down to specific models.
Using strong email campaigns allows for targeting based on all of these factors. For example, if you have a manufacturer promotion on a particular model then you can target leads that had shown interest in that specific model. Then track the interaction they have with the email – taking it to the next level how they interact with the web site. So put a landing page on a web site with the promotion, a lead form and also track how the viewer goes through the web site – page by page and who they are specifically.
#3 Local Search Engine Optimization
Local SEO (Local Search Engine Optimization), sometimes referred to as local search engine marketing, is an incredibly effective way to market your local dealership online. It helps businesses promote their vehicles and services to local customers at the exact time they’re looking for them online in the local market.
This is achieved through a variety of methods, some of which differ greatly from what’s practiced in standard SEO, and some of which are far easier to manage using Local SEO tools and can require specific local Search Engine Optimization services.
Whereas anyone in the world with good enough SEO and authority can rank for a search query like “how to fix a blocked drain”. When the query has much more purchase intent behind it, it becomes “car dealers near me” or “best dealership in [specific location]”.
When building content for the dealership web site focuses on the models sold by the location, along with the local market. That way it helps Google connect that dealership with the models sold in the local market.
#4 Targeted Text Marketing
Text marketing campaigns may seem outdated to some, but they are an invaluable marketing tool for others. Last year, on average 456,000 Twitter tweets were sent every minute of the day. A pretty impressive number, isn’t it?
But it’s a measly looking figure next to the 15.2 million text messages that were sent every minute. And that doesn’t include app to app messaging!
Texting is the most effective direct marketing channel. It has the best engagement rates – and is a lot less annoying than a phone call. The open rate of text messages is as high as 99%, according to some reports. This is much higher than email marketing, which has an average open rate of 32%. Thanks to a lack of spam filter and the fact that people check their phones more obsessively than their email inbox, companies can yield a great return using text marketing campaigns.
One of the best ways to do this is to make sure you segment your audience so you can send them targeted messages. This way your texts are more likely to be welcomed by your customer and lead to a conversion.
#5 Local Citations
Local citations positively impact local search engine rankings for a dealership. The number of citations a dealer accrues, the accuracy of the data they feature, and the quality of the platforms they exist on all influence rankings. Search engines like Google amass data about each business. If what they encounter is accurate, the search engine trusts the validity of the data, which is believed to strengthen the dealerships’ chance of ranking well. However, if the data search engines encounter is inconsistent, this trust is eroded, lessening ranking opportunities.
Local citations either positively or negatively impact consumers. Accurate citations help people discover a local business, which can result in web, phone, and foot traffic, culminating in sales, and more service department customers. Inaccurate citations, however, can misdirect customers, leading to a loss of reputation and revenue.
#5 Google My Business
Google My Business is a free tool that lets you manage how your business appears on Google Search and Maps. That includes adding your dealership name, location, and hours; monitoring and replying to customer reviews; adding photos; learning where and how people are searching for you, and more.
Google My Business doesn’t just make it easier for customers to find you physically, but digitally too. It can vastly improve your search visibility in Google.
Not to mention, when prospective customers are looking for local businesses, they are generally ready to make a purchase (or at the very least are highly interested in making a purchase).
Folks don’t Google, “dealerships in Toronto” to read a blog about vehicles… they do so because they’re looking for a vehicle and want to hand over their hard-earned money to whoever has the vehicles they are looking for in Toronto.
Add as much information and media as you can, including a dealership profile photo, the market you serve, your dealership hours, attributes (e.g. “wheelchair accessible,” “free wifi”), the day and year you opened, and a public phone number and obviously website URL.
Dealership reviews not only have the power to influence consumer decisions but can strengthen a company’s credibility. Dealer reviews have the power to gain customer trust, and they encourage people to interact with the sales and service departments. Customer interaction ultimately leads to improved profits for the dealership.
One of the best ways to encourage future customers to leave positive reviews? Respond to current ones. Not only does leaving an appreciate response show the original reviewer you’re thankful for their support. But it also makes that positive review stand out on your listingand influences people to leave their own reviews.
You should also respond to negative dealership reviews to show you take them seriously and placate the unhappy customer. But make sure you’re extremely courteous — attacking them back will only make you look unprofessional and their review more credible in the eyes of the reader.
I hope that this list helps you with some thought starters on how to drive more digital and foot traffic to your dealership. Tackling all of these can be difficult for sure so take it one step at a time. Obviously, if you need help with any of these subjects or ideas – contact me anytime!
Today we’re talking all about the app TikTok, which launched in 2016, and in 2018 the application gained popularity and became the most downloaded app in the USA.
TikTok is one of the most popular social media apps on the planet allowing users to upload 15-second videos that they can share with the world.
Trends include lip-syncing to an archive of popular songs dancing and collaborations allowing the user to do it with someone by replying to their video.
So look how does it work? Well it’s really simple you just download the app like what you
would any other platform and then create an account you’ll have to come up with some kind of user name. Really no different to Facebook, Instagram, or anything like that.
Watching TikTok Videos
Now once you’re logged in you can instantly start watching everybody’s videos and there are so so many videos on TikTok. This is one of the most random apps you’ll ever see. You open up the app on your phone and then it will take you to a 15-second video and that 15-second video will just loop.
If you swipe up it will take you to the next one, so on and so on and so on. There’s a bit of a lot o when it comes to what you’ll land on when you swipe up because it really could be anything.
What you see on TikTok
Now the more time you spend on the app the more you will tap into the algorithm so
we’ll start to show you videos that are related to stuff that you’ve liked and engaged with.
From an automotive perspective, there is a lot of content added on the platform – will highlight some of the well-done ones on here as well!
But apart from that it really is just a smorgasbord of weird creative amazing bizarre videos I’ve ever come across ok then let’s talk trends so look there are definitely trends on tick-tock and just to name a few there is the Adele trend.
There’s another one when you use a finger gun no lip-syncing is a huge part of tick-tock okay it’s what a lot of people use it for lip-syncing to a song or lip-syncing to a quote from a film.
There are also some really creative people on there are artists, there are people that dance. It’s just a really random app full of really random things so as a consumer there’s plenty of
content for you to sit there and watch.
But as a creator what can we do what kind of videos can we upload to TikTok now they make it incredibly easy to shoot edit and upload a video all within a few minutes.
There’s a huge archive of music to choose from and there are different video effects you can add to your footage but what’s it like to use this app as a Video Creator.
Well, I thought I’d find out now once, so opened an account I thought I’d upload my first video now I put no thought into this just to be really clear I literally uploaded the first video that I found on my phone and within a week of that video had over 50,000 of views.
Which was just insane to me but just as an example let’s compare tick-tock to YouTube okay I upload a 15-second video on my phone and it gets 50,000 views to look at the views on this video as an experiment okay but it’s nowhere near 50,000 views right getting that amount of views is actually really difficult.
I upload a video 15 seconds long which is just hanging around on my phone and I get
50,000 views so with the first video getting so many views are put on experiment and upload some more so in the last week I’ve uploaded six videos and as you can see they’ve had varying degrees of success.
TikTok – Facebook Videos
So my first video as I mentioned did pretty well it got fifty-nine thousand views I then uploaded two more videos that you would have seen on this channel before I used these as Facebookprofile videos they didn’t do very well one only got 567 views the other one got
I then uploaded another video that also did terribly 158 views and then uploaded another one that did pretty well that got over 7,000 views but then I created a video specifically for tick-tock the rest of these videos were just videos that I had sat on my and that video I used one of the trending hashtags it was the finger gun and that got over 23,000 views by being
on tick-tock, for just one week I managed to get there than 93,000 two views which
I’ve got to say I’m really impressed with tick-tock I guess to sum up you could say minimal effort maximum results if you’re looking to get eyes on your content and to grow a following quickly then honestly TikTok could be one of the easiest and quickest ways to do that.