In an earlier post, I discussed why dealerships should seek out consumer generated content. So hopefully now it’s more clear why it’s a good idea to seek out consumer generated content, but how do you make that content work for you? I have three easy steps to help you harness consumer generated content and have it help your brand.

1. 

   Make dealership reviews easily accessible on your site.

   If people are talking about your dealership, brag about it! It’s important to have reviews that are easy to find. Showing this content prominently identifies that you have good reviews, and maybe even reviews that aren’t so good that are taking care of and willing to talk about. It’s also important to respond to negative reviews and try to make them right, so people can see you are always working to improve. This kind of content uses the real language of consumers, and makes people trust the review, and you, even more. Bazaarvoice finds that using consumer generated content helps dealerships get a 15% increase in natural search traffic.

2. Include vehicle reviews on your website as well.

   Giving people the option to really find out what people do and don’t like about specific cars can really help them trust you, and enjoy the buying experience even more. Transparency and honesty coupled with the real wording and details of actual reviews will help customers want to use your site, and shop at your dealership. Bazaarvoice has found that leveraging this kind of consumer content can increase time on site by 143%, as well as can get 90% more page views.

3. Use social media to your advantage!

   Many consumers are talking about your manufacturer or dealership on social media, so it’s time to take advantage! Respond to negative statements and help get people happy, share social media posts and interact with people online. Doing this will help other consumers, and the consumer posting, understand that you’re real people behind the dealership, and that you want them to be successful. Spending time and energy working with consumers removes purchasing barriers, and Bazaarvoice finds that there can be as much as a 50% increase in high-value conversion events.

Making consumer generated content work for your brand and dealership doesn’t have to be difficult! By just simply showing off what people are saying, making sure that your dealership is honest and transparent, and interaction with people online, you can increase your traffic and gain the trust of the customer.