Your Virtual Dealership Is Your Dealership: Why Optimizing Your Social Presence Matters More Than Ever
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Nissan Dealer Social Media Optimization Fast Facts
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The competition for customers’ car-buying dollars is fiercer than ever, but this competition isn’t taking place on the ground. Today’s shoppers visit an average of just 1.6 auto dealerships according to a 2014 McKinsey & Company report, a sharp drop from the average of five dealerships a decade previously.
That means the real battleground for modern shoppers is where progressive dealers always knew it would end up: online. Having a robust digital strategy is no longer a nice way to stand out among the competition; it’s starting stakes for earning a customer’s consideration and, ultimately, their business.
Optimize to succeed in a digital-first buying landscape
McKinsey’s 2013 Retail Innovation Consumer Survey found that over 80 percent of new car buyers and nearly 100 percent of used car buyers are beginning their purchase journey online, using a variety of sources (including OEM and dealer websites, social media, and blogs) to make their purchasing decision. Since then, there are even more resources designed to make it easier for customers to compare dealers, research vehicles, and read reviews—and with the continuing rise of mobile technologies, customers can get the information they need anywhere, anytime.
As a result, customers are better-informed and expect more than ever before, and many dealers are not yet taking full advantage of the opportunities that their digital channels present. Native optimization opportunities, such as using appropriate images and ensuring data is correct and consistent, are easy wins that can make big differences on the social channels your customers use most.
Additional benefits of optimizing your social media presence
The 3 Birds Academy includes step-by-step illustrated guides to optimizing your pages on each of these networks. As the numbers above indicate, taking the time to optimize your social channels will already set you apart from a significant portion of the competition. But optimization does more than simply make an impression when customers find their way to your pages; it can increase the likelihood of your dealership gaining awareness in the first place.
Optimization helps influence SEO. Search engines look for NAP (Name, Address, Phone) consistency across your online channels. Inconsistent data can cause search engines to view your site as unreliable and penalize your dealership sites in their search results.
Optimization can help you lock down the first page of results. The lower results for branded searches often include the brand's social channels. By optimizing these pages, you can ensure that these results are positive and build engagement with searchers who are trying to decide where to spend their hard-earned dollars.
Check out your latest Dealer Digital Evaluation report for more information and recommendations for making your social media pages the best they can be.