In order to build an automotive dealer’s online presence, there are a handful of points to consider. A recent blog on building your dealership’s online presence highlighted such tips as engagement, reach and choice as valuable techniques in establishing that existence.
In this blog, we’ll tackle the practice of engagement as a key component in your marketing efforts online. In future blogs, we’ll delve into the other components that can help establish and maintain a dealer’s online presence.
First thing’s first: what is engagement?
By definition, engagement is the act of an encounter between two or more individuals or companies that can be a positive, negative – or even neutral – experience. Simply put, it’s a level of interaction that can either leave a prospect satisfied or dissatisfied with a dealership’s offerings.
In the online world, there are a number of ways to put you in front of customers and engage them in the sales, customer service or relationship building processes. Facebook, Twitter and automotive-branded video channels offer three potent portals for online engagement.
Book ‘em, Dano. As of this writing, Facebook’s online community consists of over 500 million active members. Of that number, it’s estimated that 50 percent log into their accounts every day. With those statistics in mind, it would stand to reason that this social media platform is a critical piece in customer engagement. Facebook provides an important and active communications portal to relate and interact with your customers on issues ranging from customer service to important dealership announcements.
Tweet, Tweet. With over 190 million visitors per month and users generating over 65 million “tweets” per day, Twitter has become the little social media engine that can. Despite its 140-character limit, Twitter offers both reach and immediacy to those seeking automotive information. Moreover, its search function and active user base allow automotive marketing professionals to seek out conversations and engage potential customers in discussion, thus developing relationships and putting a product or service top of mind in the decision process.
Branded and Ready. When not researching and reading blogs, video channels like YouTube and Hulu provide car dealership marketers with a medium that can offer terrific reach. Having a branded video channel can offer identity and brand association. It can also provide potential consumers reviews and relevant information in a quick, direct format that’s easily consumable.
By using these three important outlets in your direct marketing efforts, your dealership can create a high level of online engagement with your customers.
In an upcoming blog, we’ll discuss how reach can improve sales and offers a better return on investment.