From Content Mapping to Content Marketing: Part III—Measuring Content Effectiveness

Now that content mapping has led to effective content marketing, it’s important for you to measure the effectiveness of your overall content. It’s simple to find statistics on how much of an impact content marketing has for a business, but giving an exact number or time frame to measure its effectiveness isn’t quite as easy.

How Can I Tangibly Measure My Dealership’s Content Marketing Success?

The world around us today is a “right now” type of environment—we want results, and we want them now. It’s difficult to implement a strategy and realize the gain may be steady and paced instead of immediate. Marketing success doesn’t come overnight; it requires your dealership to build your brand, outlets, audience, and customers on a solid marketing foundation, which takes time. When trying to figure out if your marketing strategies are working for you, a few measurement tips will help you nail down the effectiveness of your content and improve it:

• Know your goals. If your content meets them, you can show that impact. Design your content to reflect an impact on your dealership’s sales and revenue. Track the return on investment (ROI) that results from your content, clickable links, etc., and then you’re left with a tangible number and able to show you met a specific goal from the moment you started posting content. For example, if your goal is to gain 5% in sales in the next six months by adding content or using a new marketing strategy, that will reflect a tangible number which shows gradual improvement.  

• Engagement is the new time, and time is money. Engaging with your customers and general consumers is key to gaining advocates and keeping your business strong in the long run. Your followers’ and target audience’s time is important. If they’re using their time to interact with your content, you’re doing something right. Keep track of numbers like the amount of followers, unique visitors, traffic, bounce rates, users’ time on your site, etc., and compare them with sales increases over a specified period of time. Allot time throughout the day to interact and respond to consumers on social media.

• Use the right tools. The problem many businesses encounter is that they want to measure ROI, but the tools they’re using aren’t giving them the actual information they need. For example, many businesses use Google Analytics, which will show traffic, but will not measure leads. To truly know the ROI of your content—social media, blog, ads—people must fill out a form on your website. This form will attach a “cookie” to the person’s IP address and allow you to track the person’s behavior on your site. By doing this, your dealership is able to see each lead gained through your content and the exact amount of customers that came from those leads.

• Patience. Know that content marketing success will not be a speedy process. To build up your dealership’s content, increase followers, and have the ability to see and gather real data requires time.

• Schedule. Know when you want to collect data and who you want collecting your data. Some metrics may be monitored monthly while others should be monitored weekly or even daily to keep goals on track. Make having a measurement process a priority, and keep in mind, the cycle of measurement is essential to tweaking and marketing your content correctly.

• Accept change. The significance of what you’re tracking and measuring is always changing. It’s important to evaluate your metrics from time to time and reassess the data in relation to your key concerns and questions. Keep adapting your content and marketing strategies to reflect your dealership’s findings and take note of changes that stem from updates and adaptations—numbers that reflect more or less traffic, interaction, clicks, and sales.

Knowing how to correctly measure the results of your content marketing is crucial to coming out ahead as a dealership today. It gives your dealership the ability to learn about your audience and create content that sells. If your content is turning consumers into prospects and creating customers, it’s important to know about it and keep adapting, updating, and bettering your content so that it remains effective for you.

From Content Mapping to Content Marketing: Part III—Measuring Content Effectiveness

Now that content mapping has led to effective content marketing, it’s important for you to measure the effectiveness of your overall content. It’s simple to find statistics on how much of an impact content marketing has for a business, but giving an exact number or time frame to measure its effectiveness isn’t quite as easy.

How Can I Tangibly Measure My Dealership’s Content Marketing Success?

The world around us today is a “right now” type of environment—we want results, and we want them now. It’s difficult to implement a strategy and realize the gain may be steady and paced instead of immediate. Marketing success doesn’t come overnight; it requires your dealership to build your brand, outlets, audience, and customers on a solid marketing foundation, which takes time. When trying to figure out if your marketing strategies are working for you, a few measurement tips will help you nail down the effectiveness of your content and improve it:

• Know your goals. If your content meets them, you can show that impact. Design your content to reflect an impact on your dealership’s sales and revenue. Track the return on investment (ROI) that results from your content, clickable links, etc., and then you’re left with a tangible number and able to show you met a specific goal from the moment you started posting content. For example, if your goal is to gain 5% in sales in the next six months by adding content or using a new marketing strategy, that will reflect a tangible number which shows gradual improvement.  

• Engagement is the new time, and time is money. Engaging with your customers and general consumers is key to gaining advocates and keeping your business strong in the long run. Your followers’ and target audience’s time is important. If they’re using their time to interact with your content, you’re doing something right. Keep track of numbers like the amount of followers, unique visitors, traffic, bounce rates, users’ time on your site, etc., and compare them with sales increases over a specified period of time. Allot time throughout the day to interact and respond to consumers on social media.

• Use the right tools. The problem many businesses encounter is that they want to measure ROI, but the tools they’re using aren’t giving them the actual information they need. For example, many businesses use Google Analytics, which will show traffic, but will not measure leads. To truly know the ROI of your content—social media, blog, ads—people must fill out a form on your website. This form will attach a “cookie” to the person’s IP address and allow you to track the person’s behavior on your site. By doing this, your dealership is able to see each lead gained through your content and the exact amount of customers that came from those leads.

• Patience. Know that content marketing success will not be a speedy process. To build up your dealership’s content, increase followers, and have the ability to see and gather real data requires time.

• Schedule. Know when you want to collect data and who you want collecting your data. Some metrics may be monitored monthly while others should be monitored weekly or even daily to keep goals on track. Make having a measurement process a priority, and keep in mind, the cycle of measurement is essential to tweaking and marketing your content correctly.

• Accept change. The significance of what you’re tracking and measuring is always changing. It’s important to evaluate your metrics from time to time and reassess the data in relation to your key concerns and questions. Keep adapting your content and marketing strategies to reflect your dealership’s findings and take note of changes that stem from updates and adaptations—numbers that reflect more or less traffic, interaction, clicks, and sales.

Knowing how to correctly measure the results of your content marketing is crucial to coming out ahead as a dealership today. It gives your dealership the ability to learn about your audience and create content that sells. If your content is turning consumers into prospects and creating customers, it’s important to know about it and keep adapting, updating, and bettering your content so that it remains effective for you.

Hispanic Marketing is Powerful

You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?

Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active than their non-Hispanic counterparts. Known as super consumers in the marketplace, Hispanic consumers are highly active online shoppers, and the U.S. Census Bureau estimates an 86% increase in the Hispanic population between 2015 and 2050, providing even more economic stimulus for savvy companies that are catering to a diverse market.

Already well-known for their social culture and high rate of mobile technology adoption, these consumers are a desirable target market for businesses for many reasons. Their tendency to be vocal online and advocate for the products and services they believe in is valuable for businesses seeking online growth and recognition. As a growing dealership, your Hispanic brand advocates are important when it comes to spreading the word about your business and sharing with their online social circles. If you are still hesitant to leverage the power of advocacy in the multicultural marketplace, consider the following:

• The spending power of Hispanic consumers has increased by an estimated 50% since 2010.
• 66% of Hispanic consumers in the U.S. say they pay attention to online ads, nearly 20% higher than the general online population.
• In a recent survey, nearly 80% of Hispanic consumers aged 18-64 said they use a search engine daily, with search engines being their top source for gathering information regarding potential purchases.
• 83% of Hispanic shoppers say they use their mobile devices to access product information and inform their purchases while in a store.
• The cultural relevance of ads is a key driver of action for Hispanic consumers, with 88% confirming they pay attention to ads that display culturally relevant information and 44% saying they feel more favorably toward brands that aim for cultural relevance.
• The number of Spanish keyword searches has increased exponentially—going from 65% to 200% across categories like automotive, food, and beauty.

Hispanic advocates are eager to spread the word about brands they love, and when your dealership does its job and shares marketing messages that are relevant and compelling, this consumer group will work hard to get the word out for you. Once you’ve made yourself visible to this growing demographic, you’ll be able to leverage their power in the marketplace and put their online voices to work for your dealership’s brand.

Earning Trust Is Essential

Trust is a key element when it comes to enlisting the help of Hispanic brand advocates. While they are eager to help their preferred brands succeed, those brands first have to demonstrate authenticity and a genuine interest in connecting with consumers. It’s not enough to simply translate copy or post images that may seem relatable in an attempt to resonate with shoppers; instead marketers need to approach the various cultures that are present in the U.S. with a one-size-does-NOT-fit-all approach. Instead of being hyper-focused on finding the single right answer or the right piece to fit into a marketing puzzle, it’s time to take more of a larger world view when addressing Hispanic consumers.

Earning trust essentially means getting to know consumers—learning what they like, what they dislike, what experiences and traditions hold meaning for them, and how to provide entertaining and meaningful content that shows a true desire to connect. It’s a tall order, but savvy Hispanic consumers are shopping in a crowded marketplace, and they are discerning brand connoisseurs. Big brands have taken note of the spending power of this demographic; if you’re wondering whether or not to start working on building a relationship with these shoppers, check out the stats below:

• The top 500 marketers in the U.S. have increased their ad spend directed toward Hispanic consumers by 63%, up from $4.3 billion in 2010 to $7.1 billion currently.
• Investments have been increased by leading companies like Nissan, Toyota, Walmart, and Target to include Hispanic in-language efforts, as well as English-language marketing with culturally-based messaging.
• Target continues to extend its relationship with Hispanic consumers, and its marketing spend is also on the rise. In 2013, the company spent approximately $51.5 million on Hispanic marketing efforts, a direct reflection of the marketplace and the growing Hispanic consumer demographic.
• Macy’s spends $36.6 million per year on Hispanic marketing efforts, with an emphasis on engaging and sharing content with Hispanic consumers and their friends.

Find Your Advocates on Social Media

Hispanic brand advocates love social media, and you can bet you’ll find them on various platforms researching, sharing, and purchasing from their favorite brands. Hispanic millennials, especially, are socially active, with almost 3 out of 4 aged 18 to 29 actively using social media. Many of them are using social as a way to shop, and they enjoy sharing their shopping experiences with their online social connections.

Interestingly enough, Hispanic millennials on social media tend to trend younger than their non-Hispanic counterparts. 60% are between the ages of 18 to 24, and 40% are between the ages of 25 to 29. A majority—62%—are U.S.-born, compared with 57% of Hispanics in the overall age group. Finally, Hispanic millennials on social media are more educated overall, with 49% having attended college, than the number of total Hispanics aged 18 to 29.

Aware of social media’s influence on their shopping decisions, this group of consumers is highly active when it comes to sharing information about products and services online, making them the perfect brand advocates for your dealership. Once you’ve won them over with your authenticity and proven that your dealership is a brand they want to stand behind, you’ll earn loyalty that will carry you forward within this demographic. Energetic and eager to spread the word about their favorite products and services, Hispanic consumer advocates can take your dealership to the next level and pave the way for you to create relationships throughout the community.

Hispanic Marketing is Powerful

You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?

Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active than their non-Hispanic counterparts. Known as super consumers in the marketplace, Hispanic consumers are highly active online shoppers, and the U.S. Census Bureau estimates an 86% increase in the Hispanic population between 2015 and 2050, providing even more economic stimulus for savvy companies that are catering to a diverse market.

Already well-known for their social culture and high rate of mobile technology adoption, these consumers are a desirable target market for businesses for many reasons. Their tendency to be vocal online and advocate for the products and services they believe in is valuable for businesses seeking online growth and recognition. As a growing dealership, your Hispanic brand advocates are important when it comes to spreading the word about your business and sharing with their online social circles. If you are still hesitant to leverage the power of advocacy in the multicultural marketplace, consider the following:

• The spending power of Hispanic consumers has increased by an estimated 50% since 2010.
• 66% of Hispanic consumers in the U.S. say they pay attention to online ads, nearly 20% higher than the general online population.
• In a recent survey, nearly 80% of Hispanic consumers aged 18-64 said they use a search engine daily, with search engines being their top source for gathering information regarding potential purchases.
• 83% of Hispanic shoppers say they use their mobile devices to access product information and inform their purchases while in a store.
• The cultural relevance of ads is a key driver of action for Hispanic consumers, with 88% confirming they pay attention to ads that display culturally relevant information and 44% saying they feel more favorably toward brands that aim for cultural relevance.
• The number of Spanish keyword searches has increased exponentially—going from 65% to 200% across categories like automotive, food, and beauty.

Hispanic advocates are eager to spread the word about brands they love, and when your dealership does its job and shares marketing messages that are relevant and compelling, this consumer group will work hard to get the word out for you. Once you’ve made yourself visible to this growing demographic, you’ll be able to leverage their power in the marketplace and put their online voices to work for your dealership’s brand.

Earning Trust Is Essential

Trust is a key element when it comes to enlisting the help of Hispanic brand advocates. While they are eager to help their preferred brands succeed, those brands first have to demonstrate authenticity and a genuine interest in connecting with consumers. It’s not enough to simply translate copy or post images that may seem relatable in an attempt to resonate with shoppers; instead marketers need to approach the various cultures that are present in the U.S. with a one-size-does-NOT-fit-all approach. Instead of being hyper-focused on finding the single right answer or the right piece to fit into a marketing puzzle, it’s time to take more of a larger world view when addressing Hispanic consumers.

Earning trust essentially means getting to know consumers—learning what they like, what they dislike, what experiences and traditions hold meaning for them, and how to provide entertaining and meaningful content that shows a true desire to connect. It’s a tall order, but savvy Hispanic consumers are shopping in a crowded marketplace, and they are discerning brand connoisseurs. Big brands have taken note of the spending power of this demographic; if you’re wondering whether or not to start working on building a relationship with these shoppers, check out the stats below:

• The top 500 marketers in the U.S. have increased their ad spend directed toward Hispanic consumers by 63%, up from $4.3 billion in 2010 to $7.1 billion currently.
• Investments have been increased by leading companies like Nissan, Toyota, Walmart, and Target to include Hispanic in-language efforts, as well as English-language marketing with culturally-based messaging.
• Target continues to extend its relationship with Hispanic consumers, and its marketing spend is also on the rise. In 2013, the company spent approximately $51.5 million on Hispanic marketing efforts, a direct reflection of the marketplace and the growing Hispanic consumer demographic.
• Macy’s spends $36.6 million per year on Hispanic marketing efforts, with an emphasis on engaging and sharing content with Hispanic consumers and their friends.

Find Your Advocates on Social Media

Hispanic brand advocates love social media, and you can bet you’ll find them on various platforms researching, sharing, and purchasing from their favorite brands. Hispanic millennials, especially, are socially active, with almost 3 out of 4 aged 18 to 29 actively using social media. Many of them are using social as a way to shop, and they enjoy sharing their shopping experiences with their online social connections.

Interestingly enough, Hispanic millennials on social media tend to trend younger than their non-Hispanic counterparts. 60% are between the ages of 18 to 24, and 40% are between the ages of 25 to 29. A majority—62%—are U.S.-born, compared with 57% of Hispanics in the overall age group. Finally, Hispanic millennials on social media are more educated overall, with 49% having attended college, than the number of total Hispanics aged 18 to 29.

Aware of social media’s influence on their shopping decisions, this group of consumers is highly active when it comes to sharing information about products and services online, making them the perfect brand advocates for your dealership. Once you’ve won them over with your authenticity and proven that your dealership is a brand they want to stand behind, you’ll earn loyalty that will carry you forward within this demographic. Energetic and eager to spread the word about their favorite products and services, Hispanic consumer advocates can take your dealership to the next level and pave the way for you to create relationships throughout the community.

Great Communicators Have Meaningful Conversations

Creating a culture of strong communication can make or break your dealership.  And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers.  People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.

Meaningful Conversations Matter

Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of consumers being less likely to purchase from an aggressive salesperson. We’ve all learned authenticity is key when connecting with individuals in today’s fast-paced world, so how do you help your sales professionals convey authenticity? By mastering key components of great communication, you’ll be better equipped to share the truest version of your dealership and, in turn, demonstrate to your employees the best way to connect with consumers.

There are multiple frustrations on the consumer side when it comes to the car-buying process. As a professional in the automotive industry, this probably isn’t surprising to you, but improving communication is a good first step in creating a better customer experience. Great leaders take the initiative to help employees improve communication in order to develop relationships with shoppers.  Improved communication means improved customer experience, and its the only way to earn customer loyalty and trust.

Here are a few objections consumers have when it comes to car shopping:

• Salespeople are pushy. What if salespeople didn’t have to be pushy? With the technology available to your team today, sales professionals have the benefit of knowing exactly which customers are serious shoppers and which ones are ready to buy. By strategically communicating with in-market consumers, your salespeople can ease up on that pushy feeling consumers tend to shy away from.
• The process is too time-consuming. It’s true that car-buying is a lengthy process; after all, it’s a substantial purchase. Consider ways your dealership can shorten the process or make it more comfortable for buyers. For example, what if you could begin the vehicle get-ready process while customers were signing paperwork to shorten the wait time? Or what if you offered a comfortable waiting area with free wifi to make the wait time seem more bearable?
• The financing process is confusing. Unless your customers are finance pros, this is indeed a confusing process, so the better your finance professionals are about communicating the various steps and paperwork, the more comfortable your customers will be. Work with your team and continually train to offer customers the best possible experience. Avoid jargon, and teach them to communicate in consumer-friendly terms and answer questions along the way. Your customers will appreciate this and show their loyalty by coming back to your dealership.
• It’s difficult to find the right car. There are a lot of choices on the market, and 48% of shoppers spend an average of 1-3 months shopping before making a decision. When buyers end up on your lot, facilitate the process for them by being transparent and communicating truthfully about price, fuel economy, and various features individual shoppers may be seeking. By providing the information shoppers are looking for, you’ll help them more quickly pinpoint the vehicle for them.
• Price negotiations are stressful. Finances are stressful in almost any situation, so when it comes to one of the largest purchases people will likely make, the stress level is even greater. Do your best to truthfully and openly communicate your best price and avoid the stereotypical haggling that can drive consumers away.

How to Listen

It may seem simple, but for many, listening is a lost art—or a skill not yet mastered. Dr. Stephen Covey is well-known for having authored the book, The 7 Habits of Highly Effective People, and he asserted, “Most people do not listen with the intent to understand; they listen with the intent to reply.” In other words, people tend to jump ahead when they are listening, searching for a reply to the speaker.

When you actively listen, you are authentically engaged with your customers and employees, and respect what they have to say. Teach your sales professionals to focus this type of active listening toward their customers as they interact with them, paying close attention to what each shopper is looking for in a vehicle. By doing this, they’ll be more likely to guide shoppers toward a purchase that’s right for them, leading to more successful sales.

When your sales professionals demonstrate the skill it takes to actively listen and be an efficient communicator with customers, they’ll encounter more success and earn more consumer loyalty in the long run. Consumers are able to sense when salespeople are being genuine and sharing authentic information with them, and they’ll gravitate toward dealerships they feel are best able to understand what they want and provide viable solutions that meet their needs. All of this leads to a healthier bottom line and more satisfied employees—and that’s something that will lead to a healthy, thriving dealership.

Great Communicators Have Meaningful Conversations

Creating a culture of strong communication can make or break your dealership.  And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers.  People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.

Meaningful Conversations Matter

Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of consumers being less likely to purchase from an aggressive salesperson. We’ve all learned authenticity is key when connecting with individuals in today’s fast-paced world, so how do you help your sales professionals convey authenticity? By mastering key components of great communication, you’ll be better equipped to share the truest version of your dealership and, in turn, demonstrate to your employees the best way to connect with consumers.

There are multiple frustrations on the consumer side when it comes to the car-buying process. As a professional in the automotive industry, this probably isn’t surprising to you, but improving communication is a good first step in creating a better customer experience. Great leaders take the initiative to help employees improve communication in order to develop relationships with shoppers.  Improved communication means improved customer experience, and its the only way to earn customer loyalty and trust.

Here are a few objections consumers have when it comes to car shopping:

• Salespeople are pushy. What if salespeople didn’t have to be pushy? With the technology available to your team today, sales professionals have the benefit of knowing exactly which customers are serious shoppers and which ones are ready to buy. By strategically communicating with in-market consumers, your salespeople can ease up on that pushy feeling consumers tend to shy away from.
• The process is too time-consuming. It’s true that car-buying is a lengthy process; after all, it’s a substantial purchase. Consider ways your dealership can shorten the process or make it more comfortable for buyers. For example, what if you could begin the vehicle get-ready process while customers were signing paperwork to shorten the wait time? Or what if you offered a comfortable waiting area with free wifi to make the wait time seem more bearable?
• The financing process is confusing. Unless your customers are finance pros, this is indeed a confusing process, so the better your finance professionals are about communicating the various steps and paperwork, the more comfortable your customers will be. Work with your team and continually train to offer customers the best possible experience. Avoid jargon, and teach them to communicate in consumer-friendly terms and answer questions along the way. Your customers will appreciate this and show their loyalty by coming back to your dealership.
• It’s difficult to find the right car. There are a lot of choices on the market, and 48% of shoppers spend an average of 1-3 months shopping before making a decision. When buyers end up on your lot, facilitate the process for them by being transparent and communicating truthfully about price, fuel economy, and various features individual shoppers may be seeking. By providing the information shoppers are looking for, you’ll help them more quickly pinpoint the vehicle for them.
• Price negotiations are stressful. Finances are stressful in almost any situation, so when it comes to one of the largest purchases people will likely make, the stress level is even greater. Do your best to truthfully and openly communicate your best price and avoid the stereotypical haggling that can drive consumers away.

How to Listen

It may seem simple, but for many, listening is a lost art—or a skill not yet mastered. Dr. Stephen Covey is well-known for having authored the book, The 7 Habits of Highly Effective People, and he asserted, “Most people do not listen with the intent to understand; they listen with the intent to reply.” In other words, people tend to jump ahead when they are listening, searching for a reply to the speaker.

When you actively listen, you are authentically engaged with your customers and employees, and respect what they have to say. Teach your sales professionals to focus this type of active listening toward their customers as they interact with them, paying close attention to what each shopper is looking for in a vehicle. By doing this, they’ll be more likely to guide shoppers toward a purchase that’s right for them, leading to more successful sales.

When your sales professionals demonstrate the skill it takes to actively listen and be an efficient communicator with customers, they’ll encounter more success and earn more consumer loyalty in the long run. Consumers are able to sense when salespeople are being genuine and sharing authentic information with them, and they’ll gravitate toward dealerships they feel are best able to understand what they want and provide viable solutions that meet their needs. All of this leads to a healthier bottom line and more satisfied employees—and that’s something that will lead to a healthy, thriving dealership.

Communication Drives Dealership Success

When you think of all the things that go into making your dealership a success, communication ranks at the top of the list. In fact, without good communication—both inside the dealership and with your customer base—you’ll likely suffer unnecessary losses in sales, employees, and customers. And while it’s one of the most integral pieces to your success, great communication can also be one of the most difficult things to achieve. Why? Because your dealership is a complicated machine with many constantly-moving parts, and that makes it tough to ensure everyone stays on the same page.

The goal of any great businessperson is to communicate well with those in our professional circles, however, it’s common for everyday issues to get in the way of delivering clear, concise messages to everyone who should receive them. George Bernard Shaw once said, “The single biggest problem with communication is the illusion that it has taken place.”

Communication is a fluid thing, meaning it is constantly in motion, so when it comes to your dealership, it’s important to ensure everyone understands what is being communicated and is able to express it to everyone who needs to share in the information. If employees are expected to share dealership news, specials, and messages with customers, it’s imperative you ensure they first have a complete understanding of exactly the message you want to share.  If not, it’s likely incorrect information will get passed along, resulting in possible misunderstandings between customers and employees.

Your employees and customers look to you as the authority when it comes to information regarding your dealership. It’s a tough job, but when you create a pattern of clear and open communication between yourself and your employees, as well as your dealership and your customer base, you’ll notice happier employees, more content customers, and a stronger bottom line that is the result of the trust you are building. Consider the following reasons for focusing on communication as a skill throughout your dealership:

Communication builds trust. One of the most important things for your employees and customers is trust, and good communication is the foundation of trust. By communicating openly and honestly about what’s going on throughout the dealership, you’ll be cultivating a culture of trust for your employees and your customers—something that will keep everyone coming back for more. Hopefully, you’ll get to share good news more often than not, but even when the news is unpleasant, be forthright and honest, as this will continue to build trust for your dealership.

Communication encourages performance. Communication is an important factor for many reasons, but one of the most important is the fact that it drives performance. When your employees feel included and part of the dealership team, they’ll want the responsibility of ensuring the dealership succeeds. They’ll take more pride in their work and strive to do their best, with the interests of the business in mind. Be sure to show a genuine interest in ensuring every employee is included in dealership informational meetings so that everyone is aware of potential changes and updates.

Communication reinforces team unity. When you ensure everyone gets dealership updates and information, you’ll create a sense of unity. Everyone feels a part of the same team when they are included in information downloads, process updates, and weekly wrap-ups. If you don’t already, make a habit of gathering all employees for brief meetings to update them regarding dealership news. You’ll be opening communication channels and creating a sense of equality by involving every professional on your team, and when everyone feels included, they’ll be motivated to share positive news with potential customers.

Good communication kills bad communication. Gossip, secrets, and back-stabbing—all the ingredients you need to cook up a dealership disaster. You can quickly wipe out these ugly types of communication simply by empowering your employees with real, honest-to-goodness information and up-to-date news about what’s going on in the dealership. Cut misinformation off at the knees with straightforward communication, and your employees will thank you for it. In exchange, you’ll have a staff of professionals who are eager to share the great things that are happening throughout the dealership with customers, with their social circles, and with other employees. You will have to worry less about the negative when you focus on implementing more positive communication.

Think about the ways you currently communicate throughout your dealership and then consider ways to improve upon the tools you have. If you have an antiquated system, or if several employees are frequently left out of the loop because they don’t have individual dealership email accounts, it’s time to consider upgrading to newer technology that will facilitate better communication for ALL your employees. The expense will be more than worth the cost you would be paying in disengaged employees and potential turnover due to poor communication. Today’s technology offers solutions tailored specifically for the challenging and multi-faceted dealership environment, and dealerships not taking advantage risk being left behind in the communication Stone Age.

If you’re looking for some tips to get your dealership headed in the right direction when it comes to introducing new ways of communicating, check out the simple tips below. Start improving your communication today and ensure everyone’s in the loop by implementing these 3 super-easy steps:

1. Introduce it. Let employees in your secret, in particular the dealership’s newly-improved communication process. Change can be shocking for many, and if your dealership is making a big change in the communication department, it’s a good idea to have a meeting to get employees on board and let everyone know how things will look in an open-communication culture. Give examples of exactly what your new dealership style will look like so everyone will be prepared for a more connected environment.
2. Practice it. As a leader, be sure you not only show employees examples of great communication in action, but you also give them plenty of opportunities to practice sharing and communicating—with each other and with customers. Great communication is a skill, and as with any skill, it improves with practice.
3. Reward it. Be on the lookout for employees who are doing an outstanding job of communicating and call them out for their excellent skills. When someone does a great job explaining a product or service to a customer—or using new technology—let everyone in your next staff meeting know about it. Others will be quick to catch on when they see the positive reinforcement given to their peers.

Once everyone’s on the same page and communicating like pros, your dealership will reap the rewards. Achieving success in this area is critical to developing improved relationships both internally with employees and throughout the community with potenti

al customers. Remember, just as with any skill, it takes practice in order to master effective communication, so continue to focus on the skills you’ve put into play and look for new and engaging ways to encourage others to connect and communicate. By continuously seeking improvement and motivating others to improve their skills, you’ll be creating positive dealership habits that will reinforce the culture of trust you are building.

Communication Drives Dealership Success

When you think of all the things that go into making your dealership a success, communication ranks at the top of the list. In fact, without good communication—both inside the dealership and with your customer base—you’ll likely suffer unnecessary losses in sales, employees, and customers. And while it’s one of the most integral pieces to your success, great communication can also be one of the most difficult things to achieve. Why? Because your dealership is a complicated machine with many constantly-moving parts, and that makes it tough to ensure everyone stays on the same page.

The goal of any great businessperson is to communicate well with those in our professional circles, however, it’s common for everyday issues to get in the way of delivering clear, concise messages to everyone who should receive them. George Bernard Shaw once said, “The single biggest problem with communication is the illusion that it has taken place.”

Communication is a fluid thing, meaning it is constantly in motion, so when it comes to your dealership, it’s important to ensure everyone understands what is being communicated and is able to express it to everyone who needs to share in the information. If employees are expected to share dealership news, specials, and messages with customers, it’s imperative you ensure they first have a complete understanding of exactly the message you want to share.  If not, it’s likely incorrect information will get passed along, resulting in possible misunderstandings between customers and employees.

Your employees and customers look to you as the authority when it comes to information regarding your dealership. It’s a tough job, but when you create a pattern of clear and open communication between yourself and your employees, as well as your dealership and your customer base, you’ll notice happier employees, more content customers, and a stronger bottom line that is the result of the trust you are building. Consider the following reasons for focusing on communication as a skill throughout your dealership:

Communication builds trust. One of the most important things for your employees and customers is trust, and good communication is the foundation of trust. By communicating openly and honestly about what’s going on throughout the dealership, you’ll be cultivating a culture of trust for your employees and your customers—something that will keep everyone coming back for more. Hopefully, you’ll get to share good news more often than not, but even when the news is unpleasant, be forthright and honest, as this will continue to build trust for your dealership.

Communication encourages performance. Communication is an important factor for many reasons, but one of the most important is the fact that it drives performance. When your employees feel included and part of the dealership team, they’ll want the responsibility of ensuring the dealership succeeds. They’ll take more pride in their work and strive to do their best, with the interests of the business in mind. Be sure to show a genuine interest in ensuring every employee is included in dealership informational meetings so that everyone is aware of potential changes and updates.

Communication reinforces team unity. When you ensure everyone gets dealership updates and information, you’ll create a sense of unity. Everyone feels a part of the same team when they are included in information downloads, process updates, and weekly wrap-ups. If you don’t already, make a habit of gathering all employees for brief meetings to update them regarding dealership news. You’ll be opening communication channels and creating a sense of equality by involving every professional on your team, and when everyone feels included, they’ll be motivated to share positive news with potential customers.

Good communication kills bad communication. Gossip, secrets, and back-stabbing—all the ingredients you need to cook up a dealership disaster. You can quickly wipe out these ugly types of communication simply by empowering your employees with real, honest-to-goodness information and up-to-date news about what’s going on in the dealership. Cut misinformation off at the knees with straightforward communication, and your employees will thank you for it. In exchange, you’ll have a staff of professionals who are eager to share the great things that are happening throughout the dealership with customers, with their social circles, and with other employees. You will have to worry less about the negative when you focus on implementing more positive communication.

Think about the ways you currently communicate throughout your dealership and then consider ways to improve upon the tools you have. If you have an antiquated system, or if several employees are frequently left out of the loop because they don’t have individual dealership email accounts, it’s time to consider upgrading to newer technology that will facilitate better communication for ALL your employees. The expense will be more than worth the cost you would be paying in disengaged employees and potential turnover due to poor communication. Today’s technology offers solutions tailored specifically for the challenging and multi-faceted dealership environment, and dealerships not taking advantage risk being left behind in the communication Stone Age.

If you’re looking for some tips to get your dealership headed in the right direction when it comes to introducing new ways of communicating, check out the simple tips below. Start improving your communication today and ensure everyone’s in the loop by implementing these 3 super-easy steps:

1. Introduce it. Let employees in your secret, in particular the dealership’s newly-improved communication process. Change can be shocking for many, and if your dealership is making a big change in the communication department, it’s a good idea to have a meeting to get employees on board and let everyone know how things will look in an open-communication culture. Give examples of exactly what your new dealership style will look like so everyone will be prepared for a more connected environment.
2. Practice it. As a leader, be sure you not only show employees examples of great communication in action, but you also give them plenty of opportunities to practice sharing and communicating—with each other and with customers. Great communication is a skill, and as with any skill, it improves with practice.
3. Reward it. Be on the lookout for employees who are doing an outstanding job of communicating and call them out for their excellent skills. When someone does a great job explaining a product or service to a customer—or using new technology—let everyone in your next staff meeting know about it. Others will be quick to catch on when they see the positive reinforcement given to their peers.

Once everyone’s on the same page and communicating like pros, your dealership will reap the rewards. Achieving success in this area is critical to developing improved relationships both internally with employees and throughout the community with potenti

al customers. Remember, just as with any skill, it takes practice in order to master effective communication, so continue to focus on the skills you’ve put into play and look for new and engaging ways to encourage others to connect and communicate. By continuously seeking improvement and motivating others to improve their skills, you’ll be creating positive dealership habits that will reinforce the culture of trust you are building.

Communication Strategies for Bridging the Generation Gap

Communicating with customers is a constantly changing endeavor for car dealerships. Every few years, more generations are added to your potential car-buyer pool, and your team is tasked with coming up with ways to effectively communicate to a multi-generational market. Keeping up with the younger generations while remembering to acknowledge the older, wiser generations is a balance every business struggles with. By focusing on the buying habits and preferences of different car-buying generations, your dealership will be better able to understand their needs and communicate what you can offer in a way that resonates with each individual generation.

To gain a better understanding of what each demographic is looking for from your dealership, you need a general knowledge base of the currently existing generations and important qualities that distinguish them. Currently there are four generations that exist in the car-buying market.

Communication Styles by Demographic

Millennials: Born from 1981-1995

Today, there are more than 80 million millennials. This generation has grown up on constantly evolving technology, which contributes to their adaptable spirit. Millennials are more educated, with many more of them going to college than their parents, and have more choices than any other generation before them. Their buying habits are less predictable because of their open-mindedness and willingness to try new products and activities. Because of this, they are also not always brand loyal, and they are just as comfortable buying online as they are buying off the lot.

When car dealerships are trying to grab the attention of millennials, a strong online presence is a must. This includes blogs, social media pages with regular and relevant posts, and a bounty of information regarding prices, ratings, and inventory. Millennials also expect car dealerships to adopt the latest technology trends, especially the ones that make car buying and shopping easier. According to AutoTrader.com, millennials use mobile phones during the car shopping process two-and-a-half times more frequently than non-millennials. They use mobile phones to get pricing, find classified listings, locate dealerships, and read reviews. Dealerships need to ensure their promotional materials and websites are compatible for mobile viewing or risk losing some of their millennial market.

Generation X: Born from 1965-1980

The Gen X demographic covers about 65 million Americans. Unlike their parents, Generation X grew up without the safety net of a flourishing economy. As a result, they are more focused on earning a living and getting the most out of their money. Campaigns directed at this generation should stress the value of your dealership’s cars and the services you offer.

Targeting this specific market is important because they are at the peak of their earning and spending years, the optimum time for car-buying. Even though they weren’t born during the same technology-driven society as millennials, they are also learning to use mobile devices and regularly access social media. Unlike millennials, this generation isn’t interested in following the latest trends and they are not as convinced about new products or services. Known as the “Show Me” generation, Xers believe actions speak louder than words. They are mostly concerned with customer testimonials and research, but because of their up-and-coming technology skills, combining traditional marketing efforts with digital and mobile promotional tools is a good way to reach them.

Baby Boomers: Born from 1946-1964

Comprising 76 million consumers, this demographic represents individuals who grew up in a time of economic prosperity and social upheaval. They are focused on hard work, individualism, and social activism. They mostly have experience with traditional media but actually enjoy investigating online so they can make their own decisions.

Since many Baby Boomers are retired or will be retiring soon, many times, their income is limited. Discounts and bargain deals will appeal more to this demographic than any other.

Even though they want to be smart in how they choose to spend their money, of the four generations, Boomers have the most disposable income. Therefore, they will spare no expense when it comes to buying cars that can improve certain aspects of their life. Highlighting features of a car such as GPS or gas mileage is sure to appeal to their desire for products that will make their life easier.

The Silent Generation: Born from 1927-1945

The Silent Generation has about 50 million consumers. Nicknamed “Traditionalists,” they like to be acknowledged for service to their country and respond positively to messages that convey respect and appreciation. This generation has lived through four major wars, as well as the Great Depression, which has led them to have a profound pull to patriotism and spending wisely. Because of this, they are the least likely of any generation to make an impulsive purchase.

Although they are becoming more tech savvy, they are less responsive to web and mobile marketing than other generations. Traditionalists are most often persuaded by flyers, newsletters, and postcards. When your dealership is trying to reach traditionalists, be sure to use promotional material that is in larger font for ease of reading, utilize grammar and language they will understand and appreciate, and take a more simple approach such as using a single image instead of a collage.

Communication Success Begins with Knowing Your Audience

Knowing the four major generations will help dealerships know who they are and what type of marketing they respond to best. Each generation of the US population has unique wants and needs that your dealership should address accordingly. By learning more about each major generation’s characteristics, wants, and needs, your dealership will be better positioned to accommodate and reach specific market segments.

Communication Strategies for Bridging the Generation Gap

Communicating with customers is a constantly changing endeavor for car dealerships. Every few years, more generations are added to your potential car-buyer pool, and your team is tasked with coming up with ways to effectively communicate to a multi-generational market. Keeping up with the younger generations while remembering to acknowledge the older, wiser generations is a balance every business struggles with. By focusing on the buying habits and preferences of different car-buying generations, your dealership will be better able to understand their needs and communicate what you can offer in a way that resonates with each individual generation.

To gain a better understanding of what each demographic is looking for from your dealership, you need a general knowledge base of the currently existing generations and important qualities that distinguish them. Currently there are four generations that exist in the car-buying market.

Communication Styles by Demographic

Millennials: Born from 1981-1995

Today, there are more than 80 million millennials. This generation has grown up on constantly evolving technology, which contributes to their adaptable spirit. Millennials are more educated, with many more of them going to college than their parents, and have more choices than any other generation before them. Their buying habits are less predictable because of their open-mindedness and willingness to try new products and activities. Because of this, they are also not always brand loyal, and they are just as comfortable buying online as they are buying off the lot.

When car dealerships are trying to grab the attention of millennials, a strong online presence is a must. This includes blogs, social media pages with regular and relevant posts, and a bounty of information regarding prices, ratings, and inventory. Millennials also expect car dealerships to adopt the latest technology trends, especially the ones that make car buying and shopping easier. According to AutoTrader.com, millennials use mobile phones during the car shopping process two-and-a-half times more frequently than non-millennials. They use mobile phones to get pricing, find classified listings, locate dealerships, and read reviews. Dealerships need to ensure their promotional materials and websites are compatible for mobile viewing or risk losing some of their millennial market.

Generation X: Born from 1965-1980

The Gen X demographic covers about 65 million Americans. Unlike their parents, Generation X grew up without the safety net of a flourishing economy. As a result, they are more focused on earning a living and getting the most out of their money. Campaigns directed at this generation should stress the value of your dealership’s cars and the services you offer.

Targeting this specific market is important because they are at the peak of their earning and spending years, the optimum time for car-buying. Even though they weren’t born during the same technology-driven society as millennials, they are also learning to use mobile devices and regularly access social media. Unlike millennials, this generation isn’t interested in following the latest trends and they are not as convinced about new products or services. Known as the “Show Me” generation, Xers believe actions speak louder than words. They are mostly concerned with customer testimonials and research, but because of their up-and-coming technology skills, combining traditional marketing efforts with digital and mobile promotional tools is a good way to reach them.

Baby Boomers: Born from 1946-1964

Comprising 76 million consumers, this demographic represents individuals who grew up in a time of economic prosperity and social upheaval. They are focused on hard work, individualism, and social activism. They mostly have experience with traditional media but actually enjoy investigating online so they can make their own decisions.

Since many Baby Boomers are retired or will be retiring soon, many times, their income is limited. Discounts and bargain deals will appeal more to this demographic than any other.

Even though they want to be smart in how they choose to spend their money, of the four generations, Boomers have the most disposable income. Therefore, they will spare no expense when it comes to buying cars that can improve certain aspects of their life. Highlighting features of a car such as GPS or gas mileage is sure to appeal to their desire for products that will make their life easier.

The Silent Generation: Born from 1927-1945

The Silent Generation has about 50 million consumers. Nicknamed “Traditionalists,” they like to be acknowledged for service to their country and respond positively to messages that convey respect and appreciation. This generation has lived through four major wars, as well as the Great Depression, which has led them to have a profound pull to patriotism and spending wisely. Because of this, they are the least likely of any generation to make an impulsive purchase.

Although they are becoming more tech savvy, they are less responsive to web and mobile marketing than other generations. Traditionalists are most often persuaded by flyers, newsletters, and postcards. When your dealership is trying to reach traditionalists, be sure to use promotional material that is in larger font for ease of reading, utilize grammar and language they will understand and appreciate, and take a more simple approach such as using a single image instead of a collage.

Communication Success Begins with Knowing Your Audience

Knowing the four major generations will help dealerships know who they are and what type of marketing they respond to best. Each generation of the US population has unique wants and needs that your dealership should address accordingly. By learning more about each major generation’s characteristics, wants, and needs, your dealership will be better positioned to accommodate and reach specific market segments.