Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
Look out, Yelp. Facebook has joined the latest list of sites vying for consumer attention when it comes to user reviews and ratings. With its recently-launched Best Professional Services site, it joins a crowded market that caters to local businesses and organizations seeking shopper reviews. If you’ve been working on the social media presence of your dealership, you probably already know the importance of engaging your consumers on Facebook, however, the recent enhancements to the platform make it even more important for you to zero in on specifics that will help shoppers find and interact with you. The Professional Services page allows users to quickly search businesses with the highest reviews and ratings across Facebook, following the widely-recognized 5-star review format. In its new searchable directory, businesses now earn ratings based on user reviews, which means Facebook just entered the space that has, until recently, been reserved for platforms like Yelp, Amazon, and Google. In addition to up-to-date consumer ratings, businesses that appear in Facebook’s Best Professional Services directory will also be able to provide a brief description of their products and services, their location, contact information, as well as hours of operation.
Although you already have a presence on Facebook, this latest development means you’ll want to pay even more attention to your Facebook profile. Be sure to fill out your dealership information completely in order to let customers know where to find you, when you’re available, and what services your shop specializes in. The more you can tell online consumers about your dealership while they are in the process of doing their online research, the better chance you stand of convincing them you’re the dealership for them. By providing complete profile information, you’re not only allowing new customers to find you, but you’re making it easy for current and previous customers to leave feedback and ratings for your service. It’s easy to see why Facebook wants in on the consumer services action. Just this year, Angie’s List estimated the U.S. market for local services at approximately $800 billion. With some companies narrowing their scope to specific business models, like home service contractors or handymen, others—like Facebook—are taking a broader tack and including businesses across a wide range of specialties. This is important for your dealership because now, not only are you able to interact one-on-one socially with online shoppers, but you’ll also be able to convey other shopper opinions and reflections via Facebook’s new review format.
Today’s consumers are often overwhelmed by the crowded marketplace and aren’t sure where to start if they don’t have trustworthy recommendations to turn to. By leaning into feedback from shoppers who have visited your dealership in the past, potential customers are able to get to know you vicariously through the experiences of others. In fact, according to a recent BrightLocal survey, 92% of shoppers now turn to online reviews to obtain information regarding businesses, up from 88% in 2014. As this number continues to rise, it highlights the importance of both maintaining your presence on social media and ensuring consumers are satisfied and willing to interact with your brand to provide their insights. In order to most effectively allow consumers to access your information and learn more about your dealership, you’ll want to make sure your Facebook Page is up-to-date and full of valuable information consumers will find interesting. Remember, you want to be easy to find and interesting so that shoppers will want to interact with you and seek you out online. Check out the following tips to get started:
With Facebook garnering even more consumer attention by shining a spotlight on reviews and feedback, your dealership has an even greater opportunity to thrive in the social media setting. In addition to engaging and interacting via posts and content, you’ll now have the benefit of previous customers who want to spread the word about the positive dealership experiences they’ve had with you. Take advantage of this by ensuring your Facebook profile is as complete and well-rounded as it can be, as well as increasing your social interaction to include a focus on consumer feedback. By doing this, you’ll see your dealership thrive in a crowded marketplace that depends on word of mouth recommendations and online ratings.