Because you can't buy trust.
No matter whether you’re talking to your audience through Facebook, a blog post, a newspaper advertisement, a television spot, or in person at the dealership, the audience member’s impression of you and your dealership should be consistent in tone and quality; there should be an easily recognizable “voice” for your dealership. That's it; that's integrated marketing. While tools like the 3 Birds' Wire platform certainly make finding and maintaining a dealership voice easier, pruning your existing customer communication channels is doable for anyone.
The consumer relationship with their dealership and/or dealership service provider is like any other relationship, really: it takes transparency and a level of trust and hard work in order to succeed. “Marketing” often has a negative connotation, as if marketers are responsible for prying hard-earned dollars from the hand of consumers or pushing unnecessary products and services. The truth is that half the time consumers want to spend their money—it’s fun! The other half of the time consumers need to spend their money. Never is this more true than when it comes to the automotive retail and service space. Not only do your customers need a vehicle, they need to get that vehicle serviced on a regular basis. What can you do to ensure that they service with your dealership?
Why is consistency important? Just as claiming and optimizing listings on multiple review sites boosts SEO, using a consistent voice whenever interacting with the customer through a digital channel (and matching that same voice when the customer visits the dealership) boosts virtual “SEO” in the consumer’s mind. Consumers value consistency for the same reason that search engines do: consistency indicates authenticity and authority. Making sure the facts are correct, especially the Name, Address, and Phone Number (NAP), are correct and consistent across review sites and social media sites are key for this. But how do you ensure consistency when the pieces are less concrete, like your dealership’s online voice?
3 Birds’ customers enjoy a plug-and-play way to achieve consistency across communication channels with our Digital CMO Marketing Packages, an all-in-one marketing solution that’s kind of like having a CMO for every season at your dealership. One of our tips that is the easiest to implement and always has a really rewarding level of return is also pretty simple. Don’t you love it when that happens? Here’s how it works: You send a campaign with Vehicles A, B, and C to a list of 5,000 recipients. 3 days later, 250 people have clicked on the “View Inventory” for Vehicle A, 118 for Vehicle B, and 336 for Vehicle C. Want more great engagement rates and data? Push prospects farther down the sales funnel to purchase by suppressing recently sold customers and sending the rest a killer deal for the very vehicle you already know they’re interested in! We’ve seen open rates of up to 39% using this method of targeted follow-up.
Whichever method you use in your dealership, keeping these principles in mind can help build consumer loyalty and trust and keep your customers coming back long after the Black Friday and End of the Year specials are over. Contact us to keep the conversation going and for more great tips like these.