Website
I want to improve my site’s SEO so I rank higher on Google.
Where do I start?
Google looks at five major factors when deciding how your site will rank on the results page:
- On-page optimization: Google’s way of saying you need to make sure your text and design are mobile friendly.
- Links to your site: Links send signals to Google that your business is legitimate and an important part of your community.
- Google My Business Signals: Google’s platform for displaying local businesses to searchers. If you work at a business, chances are you have one, whether you set it up or not.
- Citations/Online Directories: Third-party listings for your dealership on websites like the Better Business Bureau, Yellowpages, Yelp and more. Claim these listings and ensure your business name, address and phone number are consistent.
- Reviews: These are the voices of your customers, published on the web for all to see! Focus on the experience you give each customer and follow best practice by responding to all reviews.
Want more info on this topic? We wrote a dedicated blog just for you!
Social Media
Which social media channels should I focus on?
Facebook has over 75% of the social media market share. In other words: it’s where your customers spend their time! Get involved with your audience, post relevant content and make sure to highlight sales and specials using Facebook Ads. Keep track of your results using the free Facebook Analytics tool. Don’t think social media ads are worth your time and money? Read about how you may be missing out…
Online Reputation
How should I deal with negative reviews? Especially those that are not accurate.
As many as 92% of consumers now read online reviews, so it’s important to give potential customers a good impression. When a negative review does come in, it’s best to remain calm and take a day or two to respond tactfully. Responding to a negative review with a good attitude will show other customers that you take responsibility for legitimate errors. Unfortunately, some negative reviews are completely irrelevant to the service you provide, or maybe a customer had unrealistic expectations and now they’ve taken their opinion online. As tempting as it may be, don’t snap back at rude or unfair reviews. The right response can discredit the reviewer in customers’ minds and shows your audience that you are not as disrespectful as the person who left the review comes across. Try to take the conversation offline by offering a phone number or email. Read our guide to responding to negative reviews here!
Digital Advertising
I have the resources to start online advertising. Where should I be spending my time and money?
Are you one of the 81% of consumers who conduct online research before buying? Show up where shoppers are looking! Google holds over 88% of the search engine market share, so if you want to see BIG results, a Google AdWords campaign is the way to go. AdWords is pay-per-click (PPC) so you only pay for the clicks your ad gets. You can control what happens when someone clicks your ad, whether you want them to visit your site or call your sales team. Plus, Google offers a free keyword planning tool in addition to analytics to help you target the right people with the right words to drive conversions. Find out more about how and why you should use PPC to promote your business online!
Email Marketing
I want to start email marketing. Any tips?
You’re smart to be taking advantage of this cost-effective marketing channel! Email marketing drives more conversions than any other marketing channel, including search, social and direct mail. Collect email addresses from as many people as you can. If someone comes into your dealership, collect their email. If someone fills out a lead form on your site, collect their email. When you’ve developed a nice list of email addresses, segment, or divide them into interest groups. This is where an email automation platform really comes in handy. We recommend investing in MailChimp or ClickDimensions to help you organize your contacts and lists and send emails that drive sales. Learn more about how to create the perfect email with our Comprehensive Guide to Email Marketing.
Strategy
I am a one-person marketing team. It’s overwhelming to think about all the different channels I need to focus on. What should I make my priority?
The one thing we always stress the most is the importance of developing a marketing plan. Once you know your business goals, you can create a strategy to reach them. Don’t get caught up in trying to do 100 things at once or achieve a triple-digit increase in sales in the first month. Focus on your goals (be realistic for success) and the methods you think will help you achieve them. Give each marketing channel a “trial period” where you experiment with different methods and if you’re not seeing the results you hoped for, don’t spend your time and money on it anymore. Move on to another channel, and eventually you’ll create an arsenal of successful marketing tactics that work for your business. Consider bringing on a team of specialists to lighten the load. For help with creating a strategy that drives results, read our guide here.
