How to Build a Strong Online Presence for Your Dealership
In our Dealer’s Edge session on building a strong online presence for your dealership, we brought in guest speaker Jake Segrin, a marketing professional with a rich background in the OPE industry. The conversation spanned digital marketing, website updates, handling online reviews, and much more.
Let’s dive into the highlights and key takeaways that can help you supercharge your dealership’s online footprint.
Key Takeaways
- Focus on Multiple Touchpoints: It often takes 5 to 7 impressions before a customer takes action. Build a solid online foundation using Google and Facebook.
- Keep Your Website Updated and Mobile-Friendly: Regular updates with promotions and seasonal content build trust and enhance user experience. Ensure your site is mobile-friendly with a responsive design to provide a seamless experience for mobile users.
- Engage with Online Reviews: Engage with every review, both positive and negative, to show responsiveness and care. Use CRM systems to prompt satisfied customers to leave reviews, thereby boosting your online reputation.
Challenges in Digital Marketing
Jake kicked off the discussion by addressing the elephant in the room—measuring ROI in the OPE industry without direct e-commerce can be tough. He emphasized the importance of focusing on Google and Facebook to build a solid foundation. Jake also highlighted the significance of multiple touchpoints, mentioning that it often takes 5 to 7 impressions before a customer takes action.
Keeping Your Website Fresh and Mobile-Friendly
Website Management
One of the key takeaways from the session was the importance of regularly updating your website. Keeping your site current with promotions and seasonal content not only builds trust but also enhances user experience. Jake advised blending OEM-provided content with personal, local posts to create a balanced and engaging online presence.
Mobile Optimization
In today’s mobile-centric world, ensuring your website is mobile-friendly is paramount. Responsive design, which adapts to different screen sizes, is essential for providing a seamless mobile experience. With most users accessing websites via mobile devices, this aspect cannot be overlooked.
Navigating Online Reviews
Navigating online reviews can be tricky, but Jake offered some invaluable advice. Engaging with every review, whether positive or negative, is crucial. Responding to all reviews shows that you care and are responsive to customer feedback.
Addressing issues offline can often convert unhappy customers into loyal advocates. Jake also recommended using CRM systems to prompt satisfied customers to leave reviews on Google and Facebook, streamlining the process and boosting your online reputation.
Final Tips
- Create short, personal videos to boost engagement on social platforms. Showcasing your team and happy customers in these videos adds a personal touch that resonates with viewers.
- Leveraging evergreen content – content that remains relevant and can be reused throughout the year – can save time and effort while maintaining an active social media presence.
Join Us Next Time!
Thank you to all who participated in this Dealer’s Edge session, and special thanks to Jake Segrin for his valuable insights. We meet every other week on Fridays at 11 am EST!
Let’s continue to support each other and grow stronger together in the OPE industry.
