You’ve laid the foundation for your digital marketing—now what?
If you've been following our newsletter for awhile, you know the importance of optimizing your virtual dealership and our belief in the power of a positive online presence. Today, your virtual dealership—encompassing your entire online presence, including your website, social media, review pages, and search ranking—is the entry point for many prospective customers. It’s important to remember that maintaining your virtual dealership is an ongoing process, and it’s more critical than ever.
J.D. Power reported unprecedented automotive sales numbers this August and September, with total vehicle sales for September 2013 coming in 4% higher than sales over the same period in 2012, even with fewer selling days and a Labor Day weekend that fell in August (J.D. Power) These inflated sales numbers indicate not only an increased number of first time buyers, but also an unprecedented opportunity to drive revenue for your dealership over the long term by transitioning those customers over to the service department and create a steady stream of revenue after the sale.
Follow the lead of top brands
Major automotive brands are already increasing their focus on social media and digital marketing strategies. American Honda Motor Co. is seeing considerable engagement with its Project Drive-In social media program and also took to Vine to promote the Honda Summer Clearance Event. Meanwhile, Land Rover more than doubled digital ad spending to 35 percent, relaunching core websites and expanding digital and social media staff. Even without the larger spending budgets of OEMs, individual dealers and users can see real results from their efforts. The beauty of digital and social media marketing lies in its accessibility, meaning that anyone can create an engaging social media campaign that a large number of users will be able to view and engage with. As you continue to focus on providing quality online content and delivering value to customers, that audience will continue to grow.
Offer more value during service visits
The steps you take at your physical dealership can impact your virtual efforts, whether it’s through customer reviews or word-of-mouth that leads interested buyers to check out your dealership online. One of the key revenue areas for dealerships, and an area where many dealerships can work to deliver more value is in the service department. An easy way to do this is offer quality content to consumers and becoming a valued and trusted resource, increasing the consumer's confidence in and trust of your dealership's service department before they ever stop in. Statistics show that consumers like to be informed, with 40% researching how to do a repair on their own before bringing it in for service. (Google+ Sterling Driver Insights Study) An easy way to give consumers the information they want and build trust in the process is by practicing this level of transparency in your own service department and providing consumers with timely, relevant service articles, such as those available in 3 Birds' LIFT service sites, debuting in Vegas the week of the 13th-17th.
Keep the conversation going
The most important thing to remember is that building your virtual dealership takes time, even after you start to see results. With 3 Birds, you can set up processes to make digital an even more attractive value, whether it’s by organically growing positive reviews with EYE or delivering engaging social media content with BUZZ.
Ready to bring your dream virtual dealership to life? Reply to this email or contact us today to learn more.