Category: Best Practices

Make Intentional Changes to Make the Most of Digital Retailing

Posted on

Make Intentional Changes to Make the Most of Digital Retailing  

While sales and service activity are beginning to bounce back to normal rates for approximately 70% of franchise dealerships, according to the 2020 Cox Automotive COVID-19 Consumer & Dealer Impact Study, many of the changes implemented in dealerships appear to be here to stay. One of the most rapid and critical shifts in automotive digital marketing and operations is the rise of digital retailing.  

According to the same Cox Automotive study, 61% of shoppers want to do more of the purchase steps online compared to the last time they purchased a vehicle. In addition, 74% of franchise dealers have a digital retailing solution in place—a percentage that has remained steady since April.  

The ability to make virtual car sales may have once been a nice to have, but dealerships who have embraced digital retailing are proving how critical it now is to success.  

According to the latest research from Cox Automotive, dealerships whose staff have successfully embraced working in a digital environment are faring much better than others when it comes to generating automobile leads. Among dealerships who staff have not successfully adapted to a more digital environment, 60% are experiencing a sales decline and 50% are concerned about going out of business. Compare that to dealerships with a staff that has successfully adapted to a more digital environment; only 39% are experiencing a sales decline and 18% are concerned about going out of business.  

Dealers who have adapted to an online environment are experiencing higher performance. But adapting means more than buying a digital retailing solution; it requires meaningful, intentional change on dealers’ part. Here are a few key changes our team of experts recommend to make the most of digital retailing.  

Keep new customer preferences top of mind.  

“Consumers don’t want to go to a bunch of different spots online and have a disjointed experience. They want one connected experience. Today’s consumers want to feel in control of their car buying process, and they also want to know how to get help from a dealer without going into the showroom. That is a big shift in preferences.” 

-Wayne Pastore, Vice President of Operations, Dealer Marketing, Cox Automotive Dealer Software Solutions 

Market your offerings consistently.  

“Make sure you offer a consistent digital shopping experience across channels: your dealership website, third-party listings, both traditional and mobile. Allowing a customer to continue an experience, rather than start over, offers significant advantages and is a better experience overall.”  

-Mo Zahabi, Senior Director of Product Consulting, Dealer.com, Cox Automotive Digital Retailing, and VinSolutions 

Implement flexible processes.  

“As expected, consumer engagement with digital retailing has skyrocketed since March. Going forward, though, we have to realize though that there are different levels of digital retailing adoption, and today’s dealers need to be able to accommodate uber progressive customers as well as traditionalists.”  

-Chase Abbott, Senior Vice President of Sales, Dealer.com, Cox Automotive Digital Retailing, and VinSolutions  

Think about digital retailing beyond your website.  

“An interesting trend we’re seeing of late is an increased use of digital retailing tools for normal walk-in and lead traffic. As these tools become better and better and more integrated with all your dealerships sales and marketing tools, we’re seeing some dealerships use digital retailing for every deal—even if an old school customer walks in the door, the salesperson still puts that customer into the DR process themselves. Of course, you have some customers who will never go online only, but recent Cox Automotive research has shown us that a lot of more customers are considering it.” 

-Chase Abbott, Senior Vice President of Sales, Dealer.com, Cox Automotive Digital Retailing, and VinSolutions  

To learn more about how to move your dealership forward, download the Digital Marketing Playbook or contact your team of Cox Automotive Performance Managers. 

Five Questions Every Car Dealer Website Should Answer

Posted on

By Bob George  

Today, almost all roads lead to a dealer’s website, even (and sometimes especially) when a customer might prefer to come into the showroom. In fact, 83% of customers want to do at least one step of the car-buying journey online, according to the 2019 Cox Automotive Car Buyer Journey Study. 

Customers are bound to have a lot of questions, especially amid all the recent changes and phased reopening across the country. To give customers the information they need to move forward in their buying journey, every car dealer website should answer these questions.  

1. Is the dealership open, and if so, what safety precautions are being taken?  

The most helpful thing a dealership can do for shoppers is to provide accurate information and communicate frequently. This can be done in a few key places with highly visible website messaging, such as on slides, banners, and landing pages. Also include it in social media and email. Place this information prominently so customers looking to visit in person know their options. 

Quick and simple access to information is the best way to let customers know a dealership is open and eager to do business. 

2. Can I get my car serviced or repaired?   

Leverage service department marketing to let customers know what measures are being taken to ensure safety during service appointments. Outline it simply on the website, whether it is offering no-contact car services, a delivery and pickup option, videos showing the disinfection process, or variable service hours to reduce the number of technicians in the dealership at a given time. 

Dealership advertising campaigns promoting these new service processes can create added awareness as consumers explore their options for getting their cars serviced. 

3. What is the best way to reach a dealer if I don’t want to visit a dealership in person?  

Many customers may want to avoid visiting the dealership in person for a while, and virtual interactions are the next best thing to keeping dealership operations moving. Let customers know on the website that they can connect with staff virtually, and make shoppers feel as though you’re in the same room when you do connect virtually. Video chat enriches the digital shopping experience and gives dealers a direct and real-time opportunity to talk to customers. Video chats and other virtual communication channels also build trust with customers and keep deals moving quickly.  

4. How much of the car buying process can be done online?  

More customers are looking to digitally complete their car shopping process online. Clearly explaining the virtual car sales process on the website will help capture those customers, turning them into automobile leads. These digital retailing shoppers should be treated as much farther along in the buying process, especially if they are using online tools in lieu of an in-store visit. Consumers are investing time in the process online and should be rewarded for that with personalized, relevant follow-up communications. Leverage digital tools to help make the car-buying experience from home easier. 

5. Is the dealership offering home vehicle delivery, test drives, or other social distancing options?  

With shoppers still taking precautions, offering convenient, at-home options for them can lead to more potential buyers for a dealer. Simple messaging explaining new options and processes via landing pages, advertising, and website slides or banners go a long way. 

Consumers will inevitably have questions and want to call, email, or text the dealership for more information. Make sure the contact information needed to get those questions answered is clear and readily available. It’s important to nurture every lead and ensure your response is timely. 

This is a new experience for all of us, and we’re all navigating this together. Dedicate online real estate to explain what you’re doing to protect employees and customers.  

One silver lining of COVID-19 is that online shopping has provided an alternative location for business to take place. It also accelerated the adoption of technology that many consumers desired before the pandemic deemed it necessary. Now, more dealers are ready to take on the next era of auto retailing where their web experience is the customer gateway to their business.  

Are you looking for more, download our Marketing Playbook.

A version of this article originally appeared in WardsAuto.  

Clear 4 Digital Marketing Hurdles for Success Today

Posted on

Today’s environment is challenging. The 2020 Cox Automotive COVID-19 Consumer Impact Study reported we’re dealing with tight inventories as well as fewer in-market shoppers — 20 percent of consumers were in-market to purchase a vehicle in March, while early August reported 15 percent in-market. To combat numbers like that, you need your digital marketing on-point and working for you. 

Fully optimized digital marketing will drive in-market opportunities to your website and generate sales and service leads for your dealership. Let’s talk through the digital marketing hurdles you must face head on right now — and how to clear them for your dealership. 

Hurdle 1: Expertise  

Digital marketing is comprised of vast, highly specialized skill sets, and with 49 percent of businesses increasing digital marketing efforts in the wake of 2020, you need experience and expertise stay competitive.1   

It takes a lot of time to read all the marketing blogs, evaluate social media platforms, and anticipate and prepare for algorithm changes. Not to mention, studying your analytics to inform changes to strategy amidst shifting priorities and challenges. You may be able to check some digital to-dos off your list, but if it’s not your primary job, can you give it the time and attention it needs? Look for a partner that specializes in core digital marketing fundamentals, with deep knowledge of the automotive industry, to help you stay ahead of emerging trends and ever-changing best practices.   

Hurdle 2: Resources 

We are all trying to do more with less today. This year has forced you to create necessary efficiencies at your dealership, and an unintended consequence might be fewer digital marketing resources. This comes at a time when you need your sales and service messages to stay relevant in a highly competitive search environment while also creating new messaging to ensure shoppers understand the new digital sales and service processes you’ve put in place in order to help them, and your employees, stay safe. 

The good news? You don’t have to do it all yourself, nor do you have to invest in costly agencies. Look for a digital marketing company that puts a team behind your dealership to work with you and expertly execute your digital marketing strategy.   

Hurdle 3: Multiple Vendor Relationships  

Digital marketing efforts should be connected. If you’re working with several vendors, you may not reap the benefits of a single, cohesive strategy to tie your digital plan together. There may be other pitfalls too, like an unclear ROI for your marketing dollars and differing KPIs that make performance difficult to judge.  

Instead of juggling multiple technology vendor and marketing agency relationships, look for a solution that brings it all under one roof, with one point of contact. You need a single solution accountable to you as a true partner in your success. With a vendor like that, you get time back that was spent communicating across disparate providers and better results because you are more effective when discussing goals and strategy with one person, one time versus multiple people multiple times where important nuances may be missed.   

Hurdle 4: Specialized Skill Sets 

There are several disciplines within digital marketing that work together to create successful, polished campaigns. Most marketing professionals only specialize in one or two disciplines, like copywriting or SEO. It’s understandable the array of skill sets needed to write and design your creative, optimize your SEO, manage social media, create a competitive advantage with your online reputation, or even develop video content may be difficult to find in one person or even across your dealership.   

Put a team behind your digital marketing with all of those skills for a cross-coordinated effort. At Dealer.com, you have one point of contact, your performance manager, whose job is to help you obtain your goals. They do that through coordination with accomplished, specialized automotive marketers with the know-how to help you attract high-quality, in-market shoppers through optimized organic search visibility and a consistent look and feel across all digital channels.  

Your digital marketing success starts with the right team. Let’s talk about stellar results for your dealership. Visit dealer.com/a-team.  

1Digital Marketing Institute Whitepaper: Digital Paves the Way in Response to Covid-19 

Give Your Customers Confidence in the Car Buying Process

Posted on

More and more car buyers are looking for contactless or remote car buying and servicing options. In response to continued reluctance among some consumers to visit the dealership, most dealers (81% of them) now offer a variety of these conveniences.

To help you communicate these capabilities at a critical moment in the digital car-buying journey, Dealer.com has built a customizable new widget that allows your dealership to 1) address your customers’ safety concerns and 2) ensure confidence in the car buying process, right on your digital point-of-sale—the VDP.

By promoting your home services availability and capabilities right on your VDPs, you can build confidence in consumers who are ready to make a decision to move forward with their purchase or lease.

The Digital Point of Sale

The VDP is a pivotal decision point in the car buying journey where a shopper takes that next step—either by submitting a lead, a credit app, or some other retailing activity. It’s also the point where they decide to hold off.  Given the number of shoppers who remain reluctant to visit a dealership, the right information about your home services offerings could make or break that decision.

Knowing that your dealership offers at-home test drives, virtual vehicle walkarounds, and home-delivered vehicles can help many customers overcome a major hurdle in these times—fear.

A Full Suite of Home Services Marketing Tools

As the customer buying journey evolves, we’re here to act as your own personal automotive advertising agency to help you promote your dealership’s home services. Our new VDP widget is our latest effort to actively support your dealership advertising and cater to the preferences of millions of automotive consumers looking for contactless sales and service options.

As you continue to build your home services offerings, let us help you showcase them and stay connected to shoppers in your community. Ask your Dealer.com Performance Manager how to activate this feature on your inventory pages, and customize it based on your services.

3 Silver Linings for Dealership Digital Marketers

Posted on

Thanks to an environment of social distancing and ever-changing ordinances, your dealership undoubtedly looks different than you expected it to at the beginning of the year. While there have been many barriers to success in the car business this year, several silver linings have emerged as well.  

The rapid shifts in the automotive retail industry – and the world in general – have created opportunities for your dealership to leverage technology to ensure business continuity and prepare for a more digital future.  

Challenge yourself and your team to see the silver linings of this challenging time, including these three for your dealership digital marketing department.  

1. Customers Are Providing Better Data – and More of It  

Digital marketing becomes more effective the more accurate data you have, and your customers are giving you more and better data as they shop and buy online. According to the 2020 Cox Automotive COVID-19 Consumer Impact Study, 71% of shoppers want to do more of the purchase steps online compared to the last time they purchased a vehicle.   

Customers have long wanted a personalized car-shopping experience, and that experience starts with targeted, relevant marketing. With more of the buying process now taking place online, customers are giving you more details digitally about what they are shopping for in their browsing behavior, including alternative vehicles of interest and payment options. With that new abundance of rich data, your dealership can personalize emails, website experiences, and more – quickly, efficiently, and at scale.  

2. Technology Translates Data into Value  

While increased online shopping and purchasing helps your dealership collect more data, it is efficient, integrated tools that help translate that data into bottom-line value for your business. Many valuable dealership marketing solutions, including video advertising and automated website experience optimization, already exist and are delivering results for digitally forward dealerships.  

Over the last eight weeks, dealers using video to present additional service recommendations to customers earned an average of more than $4.4 million in incremental fixed ops revenue, according to an analysis performed using 1,700 Xtime Spectrum Inspect dealerships. In addition, the number of shoppers submitting digital deals increased 108% from January 2020 to May 2020, according to Internal Consumer Use Data from Cox Automotive Product Analytics.  

3. Efficiency and Experience Will Set You Apart from the Competition  

We’ve seen that customer data and technology have proven to boost dealership results. Despite this, there are dealerships that still aren’t ready to make a long-term commitment to digital-first operations. Cox Automotive’s 2020 COVID-19 Impact Study indicates that half of dealers are considering going back to their old, non-digital methods once their communities “go back to normal,” despite overwhelming consumer preference and increasing gross profits associated with a more digital process. 

This means that your dealership has an opportunity to be set apart from the competition. Now is the time to quickly and intentionally implement the digital tools that will improve efficiency and customer experience. The truth is there is no “normal” to return to. Consumers now expect a faster, more convenient, digital experience when they buy or service a vehicle, and dealerships that recognize that now will be the ones who win long-term.  

Transforming an industry is hard, but you can do this! From the rise of the internet in 1999, to the Great Recession of 2008, to the crippling recalls of 2016, this industry has proven its resilience before. With a focus on these silver linings, you’ll continue to succeed by adapting to meet car buyers and service customers wherever and however they want to engage you.  

To learn more about how to move your dealership forward, download the Digital Marketing Playbook or contact your team of Cox Automotive Performance Managers.  

Celebrate Every Win to Elevate Your Online Reputation

Posted on

By Miranda Jonswold, Senior Social Media Coordinator 

Contributors: Matt Murray and Jake Hughes, Widewail 

For shoppers across the nation, being handed keys to a new vehicle and parting with a firm handshake were common gestures of a successful car-buying experience. However, recent events have weighed heavily on both businesses and consumers in recent months, and the normalcy of in-person dealership transactions is a memory of yesteryear. One thing is for certain: we must not take anything for granted. 

Even in times of extreme change, people are still shopping and sharing their experience through online reviews and social sentiment. And many still want to know how transactions are being handled in today’s climate. Dealers: especially now, celebrate every win. Express your gratitude toward your customers and leverage their words as a marketing mechanism for prospective buyers and lessees. Reputation management is a tremendous key to success in making this happen. 

Reputation Management: a measure of character and resilience  

Think back to an online purchase you made or a time when you turned to Google for a “best ___ near me” search query. Did you choose that business or product based on its star rating and glowing reviews?  

If you did, you join 88% of online shoppers who incorporate reviews into their decision-making process. In fact, for 59% of shoppers, dealer reputation is the single most important factor when choosing which dealership will earn their business. Consumers are already researching which vehicle best matches their lifestyle needs, so it only stands to reason that they will research you by way of online reputation.  

What does this mean for dealerships? Be clear in your messaging, have your resources readily accessible (be it Dealer Home Services, Digital Retailing, etc.), be consistent with your communication, and assess how feedback can improve your business. 

That said, we can’t ignore the effect the crisis has had on the generation of reviews, as well. Fewer transactions and visits initially led to fewer reviews, and then Google paused live reviews from March 20th through April 9th. People could still leave reviews, but they were not visible on business’ Google My Business pages or counted toward their lifetime total of reviews. 

According to Widewail, an online reputation management provider and Dealer.com partner, review volume declined roughly 65% from the 2020 peak to trough; the decline occurred over the span of approximately 6 weeks, and the trough lasted about 3 weeks. Widewail also compiled data of average weekly dealership review volume between 12/1/19 and 5/1/20. Since people were still leaving reviews on Google, even if they weren’t yet live (those were released on May 4), the graph also displays the difference in perceived volume loss of reviews (85%) versus actual volume lost (65%). 

All this to say: like the car buying process itself, dealers should not take these reviews for granted, especially now that review generation is in recovery. As of May 1st, car dealer reviews have risen from 4.5 reviews per week to almost 8 reviews per week, and the volume continues to rise, according to Widewail. 

Check on your reviews. What are consumers saying about you now? What were they saying during Google’s review freeze? While what is being said about your business is paramount to your marketing strategy, it doesn’t stop there: It’s also about your connection. Are you responding to all reviews, even the negative reviews? Are you responding in a timely manner? Have you considered the SEO value of your response? What is your plan? 

Coordinated Review Response: Have a Plan 

According to Harvard Business Review, businesses that respond to online customer reviews see a 12% increase in volume of reviews and an increased overall star rating. So, answer your customers’ reviews, and answer them consistently.  

Take inventory of where your reviews are being generated. Do you have access to these channels? Consider who you want answering these reviews and create a workflow for researching customer information when needed. 

Just a “thank you” will do, right? Think again. Not only is this response lacking authenticity, it doesn’t provide much SEO value. According to Search Engine Journal, since 2017, reviews have become a more prominent SEO ranking factor. What drives Map Pack ranking in this regard? Think keywords, location and services.  

So, when Tom writes a review praising Kristen for helping him purchase his Subaru Outback–which he had delivered nearby in Concord, NH–don’t write back with just a “thank you.” Address Tom by his name, thank him for his kind review about Kristen, let him know your [business name] team appreciates his patronage from the Concord, NH area, and congratulate him on his 2020 Subaru Outback. Take time to provide value for your customer, for Google, and for anyone else reading your reviews. Celebrate the positive customer experience and the team that made it possible! 

If you’re met with a negative review, investigate and take the conversation offline. If you have contact information and can work one-to-one to provide swift and direct service, you increase your chances of not only retaining the customer but also the chances of updating the negative review. In the public eye, you will still need to answer the review. Address the reviewer by name, acknowledge the situation, and provide an update. In the event you don’t have their contact information, provide your own. Keep it professional and concise. 

Remember to be consistent. Answering reviews are essential, but it’s also important to stay on top of other online sentiment, such as Facebook comments or Google My Business’ Q&A tool.  

In summary, communicate expeditiously and authentically with your customers through reputation management and online sentiment, and let it inform your marketing strategy. This could mean showcasing a positive testimonial on social media to stimulate in-market shoppers to start their journey. It could mean evaluating your profit center ratings online–what is working well for customers, and where can you improve? 

Harness your reputation with a Dealer.com consumer review and response management solution. Consult your performance manager to leverage reputation specialists for complete coordination, constructing positive and negative review responses, building stronger local SEO, and delivering high quality interactions to customers. 

Sources 

Widewail COVID-19 Consumer Review Impact Study 

Neocreative, “Why Ecommerce Customer Reviews are Important” 

V12, “59% of Auto Shoppers Choose a Dealership Based on Reputation” 

Google Data, U.S., July–Dec. 2015 vs. July–Dec. 2017. 

Harvard Business Review “Study: Replying to Customer Reviews Results in Better Ratings” 

Search Engine Journal “Reviews are the Most Prominent Local SEO Ranking Factor in 2017” 

The New Currency of Convenience

Posted on

By Katie Wilkins – Sr. Director, Product Management 

The Digital Storefront is, now more than ever, essential to the survival of the modern automotive dealership. Digital behaviors deemed essential to operation during social distancing are expected to continue after this period has passed. You offered your customers new tools or reminded them they could shift their shopping activity online, and many responded by adapting to this process. With experience, customers are finding they prefer to carry out the purchase process from the comfort of home. So, are social distancing mandates shining a spotlight on convenience as a valuable currency? 
 

From digital retailing on dealer websites, to sales conversations via Skype and Facetime, will digital conveniences spotlighted by current events permanently change the shopper journey? We will examine the lasting impact that remote shopping behaviors might have on your digital strategy, and how to best position yourself for the future when it comes to generating automobile leads. 

 
Let’s start by recognizing that consumers who cannot come to the physical dealership are still shopping. In fact, the April 4th Cox Automotive COVID-19 Impact Study shows that 66% of shoppers are not delaying a vehicle purchase, and 22 of the continental states actually saw a year over year increase in website visits in March mainly driven by new car incentives.  However, 61% stated they were much less likely or somewhat less likely to visit a dealership. You may ask how these numbers work, and the answer lies in digital storefronts. Dealers who have been slow to adopt and adapt found themselves at a disadvantage, but there are steps they can take to arm themselves for a more digital, more flexible, more consumer first sales future. 

Communicate Online 

First, communication tools are critical, including chat, video chat, virtual walkarounds, skype, facetime. These are modern conveniences that are helping dealers through this challenging time. And many consumers are already familiar with them, so there is little to no work in educating them. There are countless situations where traditional communication options, such as calling on the phone or speaking in person at the dealership, aren’t ideal. By assisting shoppers in the moment and in the way they want to engage, you are moving the research phase of their journey forward and optimizing the experience. 

Accelerate Sales 
Next, online deal-making and digital retailing tools help remote consumers move their purchase forward online. Digital Retail engagement rates grew by 25% since the beginning of March and, despite a general decline in overall website leads, we were seeing Digital Retailing  Deal and Credit Applications up 13% compared to the end of February.  It’s important to recognize there isn’t a cookie-cutter sales process; some shoppers like to engage face to face and test drive multiple vehicles, while others prefer to complete the purchase online and have the vehicle delivered to their home to test drive.  Dealerships that facilitate shopping in any way the customer chooses are the ones that will win in the new age of automotive shopping.   
 

Personalize Content 
Finally, personalization allows shoppers to efficiently find content of interest, automates campaign creation, and drives 2.5x higher click through rates on personalized content. In March we saw 28% more Vehicle Detail Page views and 99% more form submissions on brands running 0% financing and deferred payment incentives. By leveraging Automated Incentives, we will automatically generate assets for these highly engaging incentives and use our personalization algorithm to put the right one in front of that shopper based on their browsing history. Without lifting a finger, the dealership gets real-time assets in slideshows, banners, and specials pages tailored to that consumers preferences.   

Some dealers have found success navigating the 100% virtual car sales experience, and the approaches and methods listed above are good habits to get adopt now. After social distancing orders are lifted there are two things that are likely to happen. First, we are going to see pent-up demand and dealerships will need tools to handle it efficiently, maximizing sales opportunities while also being mindful of costs.  Also, people are going to gravitate back to their busy lifestyles.  Work, errands, and parenting activities are just a few of the demands on our time.  The need for convenient shopping options for consumers, accelerated and proven during this period, will remain and permanently influence the purchase experience. 

At Dealer.com we are committed to our dealers, our team members, and our community.  Our A-team of digital marketing experts are available to help you in any way we can. Wishing you all safety and health during this time.

Craft Effective Digital Marketing Communications in a Changing Environment

Posted on

By Kate Quinn 

With government and public health updates being released every day, you may feel the need to follow this lead and share all the steps your dealership is taking to protect and support your customers. You know what you want to say, so the next issue to address is how you say it. How do you communicate this information so that visitors to your digital storefront see it, read it, understand it, and remember it?     

One option is to consolidate these updates in a single display ad or a homepage slide, pop-up, or the like, but is this effective? And will your customers read all of it? Most likely, the answer is “no;” they will read the headline, a few more words, then navigate to their next page. This defeats the purpose of using this prime real estate on your website. What is a better alternative? 

Now more than ever, it is important to deploy clear and concise messaging to your consumer base. This approach applies to the multiple communication vehicles you may choose from, including Onsite, Online Advertising, Social Media, Email blasts, and more. 

Below are two examples of creative: Slide A is what we discussed NOT doing, while Slide B is the clear and concise alternative. Slide A overcommunicates by including lots of copy in a single homepage slide, increasing the risk of reader fatigue or that online shoppers will bypass the messaging altogether.   

Slide B breaks down the content of the homepage slide. This approach creates message hierarchy while utilizing best practices and drives the online shopper to a landing page with relevant information that’s organized and digestible. This page can also link to respective pages for the online shopper to act on (Schedule Online, Service Specials, New Car Specials, New Inventory, Digital Retailing Step by Step, etc.). An A/B case study showed 70% of online shoppers clicked on the more refined designs over the content heavy designs.  

Slide A:

Slide B:

Now when you layer in your other digital marketing channels, including Off-Site Display Ads, Social Media, Email Blasts, you should retain a consistent creative strategy with clear and concise messaging, as well as a dedicated landing page. The landing page will keep your customers up to date with any operational changes that may impact their customer experience. Equally important, it facilitates engagement between you and your customer.  

Knowing that in our current economic climate, 2/3 shoppers are willing to do 100% of their business online, it’s important to utilize technology to effectively and efficiently communicate. With Dealer Home Services, you can bring your dealership to the consumer by helping your customers shop, buy and service their vehicle safely and conveniently from their home. 

  • Digital Retailing & Shop-At-Home Services: Bring the dealership experience to the comfort of home. With Digital Retailing and Shop-At-Home Services, your customers can shop, schedule a test drive, value their trade, pick their payment and have a vehicle delivered safely to their home. 
  • Remote Vehicle Service & Repair: Fixed Operations are an essential part of your business. While they may be a small percentage of total sales, they make up 50% or more of your gross profit. 

How do you market Dealer Home Services to your customers? Share clear and concise information on your website and off-site marketing channels that drive traffic to a dedicated landing page for these offerings. Include links to respective pages to inventory, parts, and service so your customers can continue to learn about them. 

Take time now to make your website a true digital storefront, and you will see both immediate and long-term returns.  Before the start of social distancing, 83% of car buyers wanted to take their shopping experience online. Current events will have an impact on consumer expectations well into the future. With 28% of shoppers delaying their vehicle purchase, the 78% majority are still actively shopping and want to engage with a dealership.  Refine your digital strategy and accelerate plans that will drive engagement with your customers.  If you need assistance developing your dealership’s creative strategy, please contact your Dealer.com Performance Manager to learn about our Managed Services Content and Creative services.

 

Sources: 

Cox Automotive COVID-19 Impact Study – March 18, 2020 

Cox Automotive COVID-19: Tracking U.S. Consumer and Automotive Dealer Sentiment Survey – March 24, 2020 

Cox Automotive A Fresh Focus on Fixed Ops Is Paying Off – January 16, 2019 

Cox Automotive 4 Truths of “Connected” Retail – January 15, 2018 

Best Practices for Engaging Customers Through Social Media

Posted on

By Miranda Jonswold 

Contributor: Matt Murray, CEO and Founder of Widewail 

While social distancing guidelines remain in place, people have become increasingly reliant on digital tools and resources to feel connected. Enter: social media. 

If your business does not already have a social media presence, now is the time to use these platforms to broaden brand awareness, foster connections, earn consumer trust, and provide up-to-date information for a smooth online shopping, servicing, and ownership journey. 

Here are enduring best practices to transform your social accounts into an invaluable part of your automotive digital marketing strategy.

 

1.  Be Present 

Join the conversation and be mindful of how your social profiles will be managed.  There is a social strategy for every business objective, no matter how large or small, and the numbers prove it.  The data for reach and engagement on these platforms is staggering: 

  •  1.6 billion global Facebook users log in every day, and 223 million people in the US access Facebook every month. 
  •  +50% increase in Facebook Messenger use for month ending March 24, 2020 versus the prior month, including engagement with Feed and Stories. 
  •  1 billion Instagram accounts with activity every month, and 90% of accounts follow a business. 
  • 2 out of 3 people on Facebook visit a business profile or event weekly. 
  • 80% of recent vehicle buyers surveyed visited a Facebook property. 

Research each channel, assess its relevance for the audience you wish to attract, and commit to updating it as needed.  Be sure your branding, messaging, and information are consistent. 

2. Be Engaged 

Have you ever had a conversation with someone who only talked about themselves?  Don’t be that voice on social.  Think beyond push-marketing or posting X times per week.  Instead, aim to deliver a comparable level of interaction and service to what your customers receive in your showroom.  Facebook posts are seeing 3-5x more customer engagement.  Connect through social and earn your customer’s trust while maintaining a safe physical distance. 

For content, strive for diversity in post type and topic. Here are some examples: 

  • Snap a 360-degree photo of a vehicle’s interior  
  • Conduct a walkaround video 
  • Showcase a customer taking at-home delivery of a vehicle 
  • Host a live Q&A session 
  • Leverage Instagram and Facebook Stories (62% of people said they have become more interested in a brand or product after seeing it in Stories) 
  • Repost user-generated content like “check-ins” or “mentions” 

For posted content, engagement isn’t complete when the asset is uploaded.  Monitor activity and consider taking small steps to control the conversation: remove negative comments, “like” positive comments, and address customer service issues promptly.   

Some engagement is behind-the-scenes, so check your Inbox and Direct Messages. According to Facebook, 55% of people feel more confident sending a message to a business than an email, so be ready to receive. 

Finally, keep your demographic relevant by following your enthusiasts, community partners, friends, and family. Ask your team members to follow your dealership channels and be sure to tag the dealership in uploaded photos. The more you make your content about your audience and their interests, the more they will remember you.  

3. Be Informative 

What information would both you and your audience benefit from them learning?  For many, this is an opportune time to leverage content focused on their Dealer Home Services, including: 

  • Remote test drives 
  • At-home delivery 
  • Pickup and delivery for dealer service  

Use social to spread the word about digital retailing; it’s safe and seamless with online deals, online trade-valuation, online credit approval, F&I merchandising, scheduling pickup and reserving rides.  Also consider these other topics of interest: 

  •  Product information and updates 
  • OEM news and incentives 
  • Maintenance tips 
  • Staff information  
  • Community news and partnerships 

4.  Be Authentic 

Take this example of two competing businesses set up an auto-feed with the same content. For Dealer A, review responses aren’t tailored, and your question goes unanswered for days.  Dealer B uses custom content that shows the smiling faces of real customers, posts entertaining product videos, and engages with an authentic response to your latest review.  See the difference?  Put in the effort and see a return on your investment. 

For Jones Junction in Maryland, authenticity shines through with photos of customers taking delivery at home. For Don Miller Subaru West in Madison, it’s about archiving all the dogs that have either joined their owner for a service visit or are reaping the benefits of riding in their new Subaru–and all posts are branded as #DogsofDonMillerSubaruWest.  Find what works for you, but above all: be authentic. 

5.  Be Transparent 

Trust is earned, so make your messaging clear and address inquiries expeditiously.  This is especially true for reputation management. Whether on Google, DealerRater, Cars.com, or other review sites, listen to feedback and respond mindfully.  

How you handle conflict may have a lasting effect on those customers, but it may also influence potential consumers. After all, 85% of customers trust online reviews as much as a personal recommendation. Furthermore, businesses who respond consistently get 12% more reviews, according to Harvard Business Review.   

Get Social 

Bring social media to the forefront of your digital marketing strategy. If you wear multiple hats, consider enlisting a dedicated provider to execute campaigns for you and provide expert analysis of your performance.  Contact your Dealer.com Performance Manager to learn how social can drive traffic to your site, help your business, improve the customer experience, and create customers for life. 

Sources: 

Facebook Automotive Playbook for Dealers; Facebook IQ “Meet the People Behind Local Business Marketing”; Facebook IQ “Why Stories is a Format that Can Help Marketers Promote Brands”; Facebook IQ “3 Ways Messaging Is Transforming the Path to Purchase 2018;