When it comes to maintaining a positive online reputation, dealerships tend to focus on review sites such as Yelp, Google+, and DealerRater. That's hardly surprising given 88 percent of consumers use reviews to determine the quality of a local business, and 72 percent say that positive reviews made them trust a business more.*

But there are other important steps your dealership can take to ensure its digital presence is attracting new customers. Maximize your digital presence and transform your digital dealership from good to flocking awesome by adding these important components to your online reputation.

1. Compelling Content

Consumers are constantly searching for content. They want content that’s compelling and useful to their daily lives, which gives your dealership the perfect opportunity to fill this need with relevant articles, coupons, and offers. Not only are you giving your customers what they want, you’re establishing trust and continuing the conversation long after they’ve bought from you, turning a one-time purchase into a lifelong customer.

2. Relevant Email

How you deliver content is yet another important cog in a well-oiled marketing machine. Email is a great way to reach customers directly, but it’s often used ineffectively. Rather than “blasting” your database with a high-volume (and often irrelevant) batch of emails, we recommend a more targeted approach. You’ll find customers are far more willing to interact with your messaging if it’s tailored to their needs, rather than pushing a heavy-handed, one-size-fits-all strategy.

3. Engaging Social Media

Mobile consumers check Facebook an average of 14 times a day.** Connecting with customers via social is a great way to message to customers on the move. The more often you post, the more you’ll be on their radar when it comes time to purchase or service their vehicle. when users engage with you, be sure to answer and let the conversation begin! Posting and responding regularly also shows customers that your dealership is actively involved and engaged, and it’s a great way to highlight events going on at your dealership. 

4. Community Involvement

Did you know that our data shows that your highest value customers, the ones that purchase and service with you the most, also engage the most with your non-promotional content? It may sound obvious, but consumers appreciate businesses that are involved with their local communities, and dealerships are no different.

Your best customers want to have a relationship with your dealership and care about more than just service campaigns. Ensuring your dealership is involved in the community is one important way to establish trust and confidence among consumers, and keeping the connection strong by giving them the kind of content they like is a great way to keep your best customers just that - your customers. 

By implementing the strategies outlined above, your dealership’s digital presence will greatly benefit existing customers, while helping to cultivate new sales opportunities.

*Source: Search Engine Land

** Source: IDC Study: Mobile and Social = Connectiveness