In today’s digital age, online advertising is indispensable for dealerships looking to build awareness and attract new customers. Platforms like Meta and TikTok have revolutionized how consumers engage with information, and this shift is here to stay. While non-digital methods can still support dealership growth, the focus is undeniably on digital strategies.
Customers will interact with your dealership in two primary ways: online and in person. Fortunately, you have full control over both experiences. Let’s explore how you can optimize the UX (User Experience) of your digital presence and in-person interactions to create a seamless, customer-friendly environment.
Ask yourself: How often do you visit your dealership’s website? Do you enjoy the experience? Are you able to navigate it easily, or are there aspects that frustrate you? These are key questions to help identify areas for improvement.
Brief Explanation of UX (User Experience):
UX refers to the overall experience a user has when interacting with a product, service, or system, particularly in digital contexts. It involves factors such as ease of use, accessibility, efficiency, and satisfaction. For dealerships, a positive UX means creating an intuitive, smooth, and enjoyable experience both online (website, apps, social media) and offline (dealership interactions), ultimately helping customers feel more connected to your brand and driving business growth.
Optimizing Your Dealership’s Digital Presence: Small Changes, Big Impact
Working at a dealership, it’s easy to become desensitized to your own website. After all, you’re on it all day, and you’re an expert at navigating its pages. But the experience for customers could be drastically different. To start, when potential customers search for your dealership on Google or other search engines, what do they see? The information presented to them could make or break their first impression.
A simple yet powerful first step is updating your Google Business Profile and syncing it with other search platforms. This ensures the correct, up-to-date information is being presented and helps drive the right traffic to your site. Adding photos to your Google Business Profile will also help you stand out in a crowded digital space, giving visitors a visual introduction to your dealership. These straightforward adjustments can enhance the chances of search engines recommending your site.
Speaking of search engines, let’s talk about SEO (Search Engine Optimization). SEO is a crucial activity that strengthens your website’s credibility and visibility on search engines. If you’re not familiar with SEO, it’s an investment that can pay off by helping your site appear in more relevant searches over time.
When selecting an SEO provider, ensure they’re focused on creating content that aligns with what you want your dealership to be known for. For instance, writing blog posts or creating content like “Grandma’s Old-Fashioned Cookie Recipe” or “Top 10 Celebrities Famous for Theatre” might increase your search visibility, but is that the kind of traffic you want? Instead, focus on content and landing pages that are directly related to your business—like “Best Family Cars” or “Top Financing Options at XYZ Dealership.” Relevant content will build your site’s trust score with search engines and help establish your dealership as a true authority in its field.
Finally, it’s important to understand that SEO is a long-term strategy. You can boost a post on Meta for immediate exposure, but SEO takes time. The more relevant content you build over time, the stronger your website will become, increasing your chances of ranking higher in search results. While these tips cover the basics, SEO is a complex and ongoing process that requires deeper attention to detail and constant refinement.
Optimize Your Dealership’s UX to Outpace the Competition
In today’s competitive marketplace, your dealership’s online presence can make or break the customer experience. While you may be immersed in your website daily and have mastered navigating it, your customers may have a very different perspective. What’s overwhelming or confusing to them might go unnoticed by you. That’s why it’s crucial to evaluate every element from the customer’s point of view to stay ahead of your competition, which is already optimizing their online presence to great effect.
Start with the Website: Keep It Simple and Intuitive
When customers land on your website, their first impression matters. Is your page loading quickly, or do they have to wait around? Are they immediately overwhelmed by excessive information and too many calls to action (CTAs)? Simplicity is key. Many websites feature excessive links like “New Inventory,” “Certified Inventory,” “Specials,” “Service,” “Testimonials,” and so on. While these are all important, they can be streamlined with simpler language that resonates with customers. Most buyers don’t say, “I want to buy a certified pre-owned vehicle.” They say, “I want to buy a used truck.” Using this relatable language will make navigation smoother for your visitors and improve their overall experience. Be mindful of any OEM requirements you might have for your website. If you do, and they don’t align with the changes you want to make, this could be an opportunity to collaborate with your dealer council to work with the OEM to make improvements for the entire dealer body.
Reduce Clicks and Simplify Navigation
How many clicks does it take for a customer to get to a vehicle detail page (VDP) from your homepage? The fewer the clicks, the better. Speed is critical in capturing a customer’s attention and guiding them down the buying journey. The faster they can find what they’re looking for, the more likely they are to take the next step. So, keep the path to a VDP clear, direct, and easy to navigate.
Optimize Calls to Action (CTAs) on Vehicle Display Pages (VDPs)
It’s tempting to add multiple CTAs on a VDP, but too many can overwhelm your customers. Focus on the essential actions that align with your dealership’s goals and can be tracked effectively. A few well-placed CTAs—like “Get More Info,” “Apply for Financing,” and “Trade Evaluation” are more than enough. These options are all customers need to start the buying process and engage with your team without distraction. If you’re not sure where to start, working with your web provider to create key events in GA4 is a great first step to tracking CTA performance. From there you can begin to identify areas for simplification.
High-quality vehicle descriptions and images are just as critical. Customers are more likely to trust a dealership that provides detailed, up-to-date information. Simple practices like ensuring a clean car and a tidy background in photos can make a big difference. Additionally, always check your website through the eyes of an outsider and maybe even ask a friend or family member who isn’t familiar with your business to navigate and offer their feedback.
Seamless Digital-to-In-Person Conversion
Once a customer engages with your website, how quickly does your team respond to their inquiries? Is your BDC or sales team following up promptly and professionally? Regular audits of digital interactions can help uncover areas for improvement. This doesn’t mean micromanaging but instead just finding opportunities to optimize customer engagement, increase conversions, and ensure that your entire team is equipped with the best tools for success.
Enhance The In-Person Experience
Just like with your website, the in-person experience can be optimized to make a lasting impact. When customers walk into your dealership, they should feel welcomed and comfortable. A clean, inviting entrance and a spacious showroom will go a long way. Avoid overcrowding your space with too many vehicles—give customers room to explore and find the cars they’re most interested in without feeling cramped.
Invest in Your Sales Team’s Development
No matter how great your employees are, there’s always room for growth. How much investment have you made in their training? Regular sales training, role-playing, and audits will help improve their pitch and customer interaction. Encourage them to think like customers and tailor their approach to the customer’s needs, not just pushing a sale. Your goal should be to create long lasting relationships, not just closing deals.
Build Trust Through Social Media Engagement
Your dealership’s social media presence is an opportunity to build trust and demonstrate expertise. Instead of focusing solely on inventory or promotions, encourage your staff to share videos discussing features they love or find interesting about your vehicles. These genuine, authentic posts will help you connect with customers in a more relatable way, strengthening your brand and customer loyalty.
Diversify your content across platforms like TikTok, Instagram, Meta, and YouTube to reach a wider audience. Consistency is key and posting regularly keeps your dealership top of mind!
Branch Out with Digital Advertising
We’d be remiss if we didn’t briefly touch on digital marketing.
It’s not just about running ads but it’s about meeting your customers where they are and ensuring a seamless experience when they engage with your dealership.
Think about your ads from the customer’s perspective:
- Where are they seeing them? (Google, TikTok, Facebook, etc.)
- What happens when they click? Does the landing page match the ad intent?
- Are you keeping up with changing behaviors? People don’t want to leave TikTok, are your ads designed to engage them in-app or drive them to your website?
- What is the customer’s experience like once they’ve clicked on an ad, submitted a lead, and are now sitting in front of your sales staff – is the same offer being discussed? Were the pricing and vehicle features listed the same as the vehicle in front of them?
While VLAs are a powerful tool for visibility, relying solely on one platform may limit your reach. Consider shifting part of your budget to high-engagement platforms that allow you to control the user experience and optimize for conversions.
Test new strategies, refine your approach, and most importantly—focus on the full journey, not just the ad itself.
Discover even more game-changing insights and explore more strategies here.
Get Involved in Your Community
Lastly, community involvement is an often overlooked but powerful way to boost your dealership’s reputation and customer loyalty. Whether sponsoring a local event, participating in parades, or hosting a charity BBQ, being present in your community reinforces your dealership’s role as a valued local business. It’s an investment in both the community and your brand.
Your dealership’s success isn’t just about where you advertise, it’s about how you engage customers at every single touchpoint. From SEO and digital ads to on-site experience, every detail truly matters.
At sMedia, we don’t just run campaigns but we really enjoy strategizing, optimizing, and partnering with our dealers to unlock new opportunities. Whether it’s fine-tuning your UX or identifying gaps in your digital strategy, we’re here to help.
Let’s build a smarter, more effective marketing plan—together. Reach out today!
