Today’s car buyers take initiative. They’re highly educated. They know what they want, and they’re in control. Their limitless access to online resources makes it all the more challenging to engage them. At the same time, they’re undertaking a significant financial transaction. Customers want to trust the person facilitating the deal. Take advantage of the following four opportunities to earn that trust by promoting your authentic professional personality:
Embrace digital advertising
Much as customers can learn online prior to buying a car, they eventually need to select a dealership. Get on their radar with digital advertising – they need to know that you exist as a leader in the marketplace. Through retargeted marketing and search engine optimization, you become a known entity with a strong brand. When your website rises to the top of search results and your ads pop up with appropriate frequency, you’ll be top of mind when they’re ready to act.
Manage your online persona
Third party review sites hold great power for both positive and negative influence. New customers look to the experiences of past customers to learn about your service. Pay attention to what they’re saying about you, and respond proactively. Better yet, gather and promote your own collection of testimonials. There’s no better marketing tool than the first hand experiences of happy customers.
Participate in social media
Using popular social media to connect with past, present and future customers keeps you fresh and real. That’s where they learn the character and attitudes behind the ads. Maintaining a dynamic, positive and personable social media presence differentiates you on an otherwise level playing field. Congratulate a new car buyer, or post a picture of a customer checking out a cool new vehicle. Share a glowing testimonial, or write about a charity you support. Become a real person. When customers come looking for a dealer, you’ll be the one they know.
Start content marketing
Prove yourself to be the expert in your field by sharing useful content throughout your sphere of influence. Offer cutting edge information balanced with a dose of personality to demonstrate that you’re current and knowledgeable. Think market trends, articles, and videos, as well as quotes, pictures and commentary.
Customers have plenty of products and dealerships from which to choose – don’t wait for them to come walking onto the lot. Meet them where they’re looking by building a rock solid online presence.