How to Create a Digital Picture that Wins the Click Love at First Sight
In today s changing digital landscape, it takes more than a website to get noticed. While the purpose of any dealership s website is to convert shoppers into customers, being found and getting consumers to your website requires strategy and ongoing effort. It includes not only having an engaging website, full of fresh, relevant and unique content that gives shoppers reasons to buy, but development and careful nurturing of a broad and ever expanding digital landscape that encompasses news, advertising, SEO/SEM, social interactions, and reputation management. We call this an expanded web presence. As consumers begin the car shopping process, it is critical that you make a good first online impression. Why? Because the first sales people a car shopper will likely encounter are your existing customers online. Your website can t operate at its fullest potential without a thriving expanded web presence. Your expanded web presence is like an online resume and includes everything that relates to your brand online search results, online reviews, social network interactions, other lead generation websites, as well as your own website. In this ebook, we will explore the concept of an expanded web presence. We will look at how shoppers find your website, the factors that affect a shopper s decision to click on a particular dealership s website, and what you can do to influence the process to win more clicks and conversions. MUST-HAVES for a Well-Managed Expanded Web Presence: Page 1 SERP Results EXPANDED WEB PRESENCE Good Reviews Good Social Presence and Engagement with People Adaptive Website Adaptive Website page 2
How do consumers find your website? For most people, the car buying process starts with an online search. According to a Forrester research study, search is still the primary source of all web traffic. More than half of U.S. online adults use search engines to find websites and Google is still the dominant search engine of choice with nearly 70% share of searches. Because Google is constantly evolving, to stay relevant and drive top search results, dealers must continue to evolve their expanded web presence. While Google s Panda update in 2011 emphasized quality and original content, the 2012 Penguin update reconfigured the algorithm to: 1) deliver search results that provide better scanning for spam sites; 2) penalize sites for manipulating search techniques and keyword stuffing, and; 3) serve up results based on the location of the searcher. It begins with an online search. Here is an example to illustrate the importance of search engines in finding your dealership. Using Google, a consumer searching for Toyota Dealers on their Smartphone, could see results like those at right. If your dealership is among this list, as you can see, there are 14 obstacles (your competition) to finding your website. The big question is what can dealers do to stand out and get noticed? By effectively managing your expanded web presence and interacting even before consumers start to think about purchasing, you can improve your search engine results page (SERP), rise to the top of the list, and improve your chances of winning the click. When a consumer searches for your dealership or a specific vehicle, the SERP serves up a variety of information that may include ratings and opinion sites, coupons, images, demonstration videos and competitors sites. Each of these search results provides an opportunity for the consumer to either choose your website, any of the others, or begin a new search. The more relevant and engaging content a dealership can provide in as many of these destinations as possible, the more obstacles it can overcome to ultimately gain a competitive advantage and interact with consumers before they visit the store. page 3
How Consumers Find a Website: In support of this, the Forrester study also found that social media sites like Facebook and Twitter are used more than traditional website traffic drivers like email. In addition, recommendations among adults on social networks drive 23% of website traffic. For younger generations, social networks are actually viewed as the starting point for the Internet, even before search engines. If you aren t interacting across the digital landscape, you are missing out on opportunities to attract potential customers. Traffic also comes to your website through lead generation sites like Edmunds.com, AutoTrader.com and Cars.com. Over the years, these companies have been powerful partners for dealers and continue to provide a role in the expanded web presence. Today, many lead generation sites have evolved into reputation sites. This change has resulted in a shift from providing pure traffic to now also becoming a traffic influencer. This means that lead gen companies can reaffirm and help convert an interested consumer, but also can become a negative influence if not managed correctly. Choose these partners wisely. Once a lead generation company has infiltrated your SERP, it will have a permanent influence over your customers. Commit to managing your lead generation strategy and it will pay dividends. 23% of auto shoppers find a dealership website through a social network 65% of dealership website traffic comes from Google Search Nearly of auto shoppers use a Smartphone to find a dealership 9 out of 10 people use the internet as part of their purchase process page 4
How Do Consumers Make Their Decision to Purchase? While the car buying process starts with a search, it s the process of researching that consumes a majority of the shoppers time and helps drive their decision about which dealership to visit. The research step continues throughout the buying process. A vehicle purchase is a major decision and consumers these days are arming themselves with everything they need to make an informed decision before they even set foot on the dealership lot. Consumers arrive at the dealership with complete vehicle specifications, knowledge of MSRP and the dealer s invoice price. They know the vehicle s dependability rating, expected MPG and how much they should pay for it. Much of this information has been gathered online through various searches and over a period of time. According to an Automotive Buyer Influence Study commissioned by Polk and AutoTrader, consumers spend upwards of 60% of their total vehicle shopping time researching vehicle purchases online. More than half of vehicle buyers surveyed said their Internet research was the most influential shopping source for new and used vehicles and 58% indicated the Internet is the predominant source that led them to the dealership. page 5 Scenario: The Power of Social Media A customer searching for a particular dealership (Kingdom Chevrolet) might get the following SERP results. He notices that a friend in one of his social networks has rated the dealership. Google has captured that information and shares it as a social result. This SERP page is a powerful influencer. Who wouldn t check out this dealership that was so highly recommended by someone they know? If you want to be among the 1.3 dealerships that make the final list for a showroom visit, make sure that your expanded web presence is rich with shareable content that influences the purchase decision.
American households spend as much time online as they do watching TV. The average automotive shopper uses 18.2 sources and may take 4-6 months or more to complete their research before they are ready to visit a dealership. These sources include search results, user reviews, ratings, ads, news stories, videos, and social media as well as dealership websites hence the expanded web presence. This detailed and long shopping cycle provides plenty of opportunities for outside influencers to affect the decision. Despite all this research, the number of dealerships that consumers choose to visit has declined to 1.3 dealerships, down from 4.3 in 2005. To stay competitive, dealers must work diligently to add value for the consumer and be found at multiple touch points with relevant and engaging content that provides information that influences the decision to buy. 58% indicated the Internet is the predominant source that led them to the dealership. Consumers will continue to rely on multiple devices in their car shopping process. Today s sales process is a long and winding road with many obstacles and opportunities. With information at consumers fingertips, the choices can actually widen as shoppers learn more. Dealers must start to think about customer interactions much sooner to ensure that they connect in a positive way at every step of the process. More consumers are also using multiple devices to conduct these searches to research and buy products. According to J.D. Power and Associates 2012 New Autoshopper Study SM, three-quarters of tablet owners say they use their tablet to research and buy products, while 30% of consumers use a combination of devices during the buying process. page 6
CASE STUDY: JEFFREY AUTOMOTIVE GROUP Jeffrey Automotive Group Improved Their Online Perception with PRIME Response Reputation Management There once was a time when Rodger Lau, Executive Vice President of Jeffrey Automotive Group didn t really think about his online reputation. After attending a seminar on the importance of online reviews, Lau decided it may be something to look into. After a little research, Lau was concerned by what he was seeing regarding his own dealership and decided it was time for a change. Upon further research, Lau found the answer he was looking for with Dominion s Reputation Management Solution, PRIME Response. I took a look at what was being said about my dealership, and I didn t like it at all, said Lau. Rodger Lau began seeing immediate results using PRIME Response Reputation Management. Within the first three months, Jeffrey Automotive Group generated a total of 74 new reviews. Our goal with Dominion s PRIME Response Reputation Management Solution was to give customers superior service and get great customer reviews, and we are doing just that. PRIME Response is a wonderful product that has really helped me to understand the importance of great customer service and online reviews. RODGER LAU, Executive Vice President With the use of PRIME Response, Lau was able to improve his dealership s online reputation using retention marketing. A solid retention marketing program is important in fostering your online reputation and taking hold of your brand perception. By encouraging great customer service in both the sales and service departments, Jeffrey Automotive Group now has a total of 307 reviews online, 278 of which came as a result of utilizing PRIME Response. Not only have the reviews increased, but customers as well. On more than one occasion, customers have come in requesting specific sales people based on the reviews they saw online, states Lau. That makes me very proud; it means our customers see our dealership in a very positive light. With the use of PRIME Response, Jeffrey Automotive Group has increased their website traffic, gained more leads, and improved their average rating to 4.3 out of 5 stars. Dominion s Reputation Management solution is a wonderful product, and our Reputation Specialist provides us with great guidance. We will continue to use this product in the future, Lau concluded. Jeffrey Automotive Group 30800 Gratiot Avenue Roseville, MI 48066 http://www.jeffreyauto.com Learn More CLICK HERE page 7
Three Factors that Affect the Purchase Decision Today s car shoppers are better informed than ever before and the information they gather along the way can have a dramatic effect on their decision. By effectively managing what consumers find about your dealership in these three key areas, you can positively influence shoppers and drive them to your website. 1. WORD OF MOUTH Word of mouth is stronger than ever. While most online shoppers start with a Google search, they are increasingly interested in shopping experiences and preferences from other consumers who made a similar purchase. Traditional word of mouth consists of one person telling another person about a particular product or service. With easy access to information sharing that the Internet provides, word of mouth has exploded. In today s digital world, the magnitude of word of mouth is one to millions. The impact of every comment affects a broader audience. Shoppers are finding and sharing information about products and services in their own way and on their own time. Family and friends play a key role in the decision-making process for many car shoppers, with 90% trusting the opinion and recommendation of people they know. Customer reviews, even reviews by people they don t know, have an impact on which dealership a consumer visits. Sixty-two percent of auto shoppers claim they visited a particular dealership as a result of reading dealership reviews. Where do you stand? The Impact of Social Interactions on Purchase Decisions 70% 66% 73% 90% 69% of car shoppers look at reviews prior to purchase of online adults are connected to 1 or more social media platforms consult online reviews to find a dealership trust the opinion / recommendation of people they know of auto shoppers say dealership reviews have an impact on which dealership they visit page 8
2. CONTENT MANAGEMENT While user-generated content is a strong influencer, with many opportunities to get in front of consumers, dealers who want to remain competitive can take control of their expanded web presence with a comprehensive content management program. There are a number of ways to generate original content that engages and educates consumers and drives SEO. Here are just a few; many are simple to implement quickly: Frequently add new content to your social pages Beef up your vehicle listing with engaging comments about your vehicles Create compelling, educational videos Add more photos to your vehicle listings (10 or more is optimal for each vehicle) Develop a schedule for writing and distributing blogs on topics that add value for consumers Generate press releases about civic and charitable activities Write articles for trade publications about topics of interest and value to your customers So what kind of content is relevant? In order to make the SERP list, you need to be aware of the questions consumers are asking and the keywords they are searching and answer them. Web analytics tools can help you determine which keywords consumers most often search. Then, create content that speaks to those keywords. Relevant content translates into good SEO. You will want to make this content available and accessible throughout the process, even before they reach your website. Social media, review sites, articles and blogs are all critical elements that your dealership needs. Right Content, Right People, Right Time = SUCCESS Google s job is to serve up relevant content, so the more your content reflects what your audience is looking for, the better your search results are likely to be. Fresh content helps online marketers achieve better search results. Rich content will influence the purchase decision. Great content = ENGAGEMENT. page 9
Manage the ZERO MOMENT OF TRUTH Consumers are educating themselves well before they visit a dealership, providing more challenges and opportunities for dealers to lose or earn their business respectively. Google calls this period before the decision to purchase the Zero Moment of Truth (ZMOT). For a dealership, it s the moment a consumer grabs a laptop, tablet, or mobile phone and starts to look around for a new or used vehicle. Stimulus Source: Google, Winning the Zero Moment of Truth 1st Moment of Truth 2nd Moment of Truth The First Moment of Truth is the moment a consumer decides to purchase from a particular dealership. The Second Moment of Truth happens following the purchase when the consumer is driving the vehicle they purchased. But, the Zero Moment of Truth happens before consumers have made a decision. Your customer s first impression will be made at that point. And it s not just one point; it s everything that happens once the consumer has the first stimulus to buy. It includes research, word of mouth exchanges, recommendations and reviews, informational or persuasive videos, advertising and all the influences and information that help shape the final purchase decision it s the expanded web presence. The ZMOT is changing and dealers need to be available to tell their story at the moment of greatest impact during every step in the process. Managing your expanded web presence is critical. It s not just about websites anymore. Everything you do online and everything anyone says about you online can influence a consumer to buy from your dealership or from another. Dealers need to focus on the ZMOT. It s what influences which dealerships make it to a consumer s short list. If you don t capture the ZMOT, you will never get to the first moment the moment of purchase. Your expanded web presence has never been more important than now. A couple searching on a mobile phone for the best used vehicle to purchase is a ZERO MOMENT OF TRUTH. page 10
3. ADAPTIVE WEBSITES The shoppers are at the door, now what? Once a consumer has made it through the maze of information and social influence and finally arrives at your website, don t blow it with a website that isn t accessible and convenient for today s shopper. Thirty percent of car shoppers visit a website during the car buying process from multiple devices, using a combination of desktop or laptop, tablet and Smartphone. Mobile and traditional websites are giving way to adaptive websites that reconfigure to accommodate the strengths of each device and match the user s needs on that device. Google recommends this type of responsive website design because it lets consumers easily find what they are looking for, no matter which device they are using. Your website must also grab a user s initial attention, make a good first impression, and be engaging enough to get them to take action. First and foremost, your website must be found....with the combination of our adaptive website and focused marketing efforts, our traffic and customer engagement have significantly increased. - Hurst Spencer Digital Marketing Director Keystone Chevrolet Managing your expanded web presence is critical. It s not just about websites anymore. Everything you do online and everything anyone says about you online can influence a consumer to buy from your dealership or from another. page 11
Conclusion Think of the Internet as a minefield surrounding your website. Lots of things can prevent shoppers from ever getting there. Your goal is to remove as many potential hazards or dangers along the way. You can achieve this by effectively managing your expanded web presence. In short, you need to be found with good SERP results and create a positive first impression through reputation management and social engagement. Finally, once you bring people to your website, it is imperative to optimize the user experience to increase conversions and ultimately sales. A welldesigned, adaptive website that works on all devices is needed. By following the advice in this ebook you will build a thriving expanded web presence that drives new business. page 12
About Dominion Dominion Dealer Solutions helps car dealers attract, retain, and service customers for life. Dominion Dealer Solutions marketing performance system includes: webbased customer relationship and lead management tools, inventory management analytics, reputation management solutions and both hosted and web-based dealer management systems (DMS). Additionally, Dominion provides custom lead generation and digital marketing tools including: websites, SEO, SEM, digital advertising, multi-channel marketing, specialized data aggregation, mobile apps and market reports. Every OEM and more than 60 percent of auto dealers nationwide utilize the Dominion Dealer Solutions technologies to solve their marketing challenges. With Dominion Dealer Solutions, automotive dealerships truly can Have It All. For more information, visit our website, like us on Facebook, Pinterest or YouTube, or follow us on Twitter. Dominion Dealer Solutions is a division of Dominion Enterprises, a leading marketing services and publishing company serving the automotive, recreational and commercial vehicles, real estate, apartment rental, employment, parenting, travel, and daily deals industries. Headquartered in Norfolk, VA., with 3,300 employees in the United States, Canada, England and Italy, the company provides a comprehensive suite of technology-based marketing solutions, more than 60 market leading websites, and 280 magazines. For more information, visit www.dominionenterprises.com. Sources: Forrester Research Study Google NADA University, Digital Moments that Matter Automotive Buyer Influence Study (Polk/AutoTrader) emarketer, February 2010 Complete.com J.D. Power and Associates 2012 New Autoshopper Study SM page 13