Digital Dealer - September 2019 - 35

because it's where your
customers spend time.

3. OPTIMIZE YOUR
CONTENT FOR SEARCH

95 percent of all vehicle
purchases begin on search
engines. When you properly optimize your website
and its content for search
engines, you'll improve your
ranking, provide evidence of
trust, and drive more organic traffic to your site.
4. TAP INTO THE
POWER OF SOCIAL
ADVERTISING

Social ads (like Facebook
Ads) turn website visitors
into customers.
"Paid Social" reaches
those users who are most
likely to buy. The top five
reasons to advertise on
Facebook are:
 Car buyers are on
Facebook
 Facebook ads are
affordable compared to
other forms of advertising
 Facebook targeting
capabilities are exceptional
 Facebook is effective
at pushing "on-the-fence"
leads down the funnel
 Facebook ads drive
offline sales
5. CONVERT VISITORS
WITH LANDING PAGES

It's crucial to create a
"full-circle" digital strategy
to achieve your desired
results. "Full-circle" means
attracting visitors back to
your website to take the
desired action.
The hard truth:
 Only 50 percent of
landing pages are optimized
for mobile devices.
 Targeting your pages
correctly can increase conversion up to 300 percent.

 You only have eight
seconds to make an impression on a landing page.
 One-second loading
delays can lower your
site conversion by seven
percent.
A landing page is THE
tool to guide would-be buyers. This can be a VDP or
another landing page that
delivers the information the
customer is looking for.
A compelling call-to-action with a lead form brings
them closer to the sale. 70

possess the knowledge
your customers need, and
their seasoned expertise
fosters more trust than any
ad you'll ever run.

7. BOOST SALES WITH
EMAIL MARKETING

Email marketing is
consistently voted the most
effective marketing channel.
Every dollar spent on email
marketing has an average
return of $44.25.
But not all email marketing is created equal. Here's
where content rules, again.

EMPLOYEES POSSESS
THE KNOWLEDGE YOUR
CUSTOMERS NEED,
AND THEIR SEASONED
EXPERTISE FOSTERS
MORE TRUST THAN ANY
AD YOU'LL EVER RUN."
percent of dealers don't
have calls-to-action on their
homepage. This makes it
almost impossible to convert visitors into customers.
6. ENCOURAGE
EMPLOYEE
PARTICIPATION IN
CONTENT CREATION

One of the challenges to
company growth is creating
enough relevant content
that customers either need
or want to engage with.
Why not take a collaborative approach to these
challenges that often produce outstanding results?
After all, you've got your
best "brand experts" at your
fingertips.
Engaging employees
in content creation and
publication will broaden
your reach. Employees

The typical dealership email
looks the same as competitors.
Spice up your email marketing so much that your
customers get excited about
opening it. I'm not talking
about the same-old "direct
mail" offers of the past. Do
something different that
keeps them coming back
for more.
8. BUILD, IMPROVE,
AND PROMOTE YOUR
ONLINE REPUTATION

If you're still in the camp
that says, "Online reviews
don't matter," consider this
consumer data:
 90 percent read online
reviews.
 88 percent trust online
reviews just as much as
personal recommendations.
 86 percent will hesitate
D I G I TA L D E A L E R . C O M

to purchase from a business
that has negative reviews.
 Customers are likely to
spend 31 percent more with
a business that has positive
reviews.
 92 percent will use a
local business if it has at
least a 4-star rating.
Your digital reputation is
more important than ever,
and sadly, many dealers
believe they have no control
over it.
The secret is to build a
review funnel. Develop an
internal process to ask,
remind, and guide happy
customers through your funnel, and recover unhappy
customers before they vent
online.
9. THINK OUTSIDE
YOUR CONTENT
COMFORT ZONE

There are so many cool,
fun ways to deliver useful
content to would-be buyers,
so think outside your normal
sphere of content channels,
and consider:
 Customer testimonial
videos
 Video social ads
 Video streaming
(Facebook Live)
 Images YOU create
(life behind the curtain at a
dealership!)
10. PROVIDE SOCIAL
SALES TRAINING TO
CUSTOMER-FACING
EMPLOYEES

79 percent of salespeople
who use social media as
a selling tool outperform
those who don't.
Social Selling (as it's
been called) is simply the
salesperson's efforts at individual lead generation.
Continued on pg. 36

SEPTEMBER 2019

35
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Digital Dealer - September 2019

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