Automotive is driving out of the tunnel and starting to see the light.
While vehicle sales are still significantly down overall for April to this point, the industry is seeing some positive points of light as sales are trending up from a dismal end of March. And while many consumers may not be all the way to purchase level yet, their online activity appears to be adjusting to the new normal.
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COVID-19 is quickly spreading through the country. As this happens, businesses deemed non-essential are shutting their doors to comply with state and national guidelines. This includes car dealerships.
Last week, we shared what dealers should be doing during the pandemic to keep business as normalized as possible. Now, we have more information on what’s happening, what’s working, and what’s to come.
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The Coronavirus Pandemic is here for the near future.
That’s the reality.
How quickly your dealership adapts will determine who is able to get through this stretch largely intact and who isn’t.
Not to sound like a financial advisor, but the biggest thing to keep in mind is to not overreact to the situation. Yes, it’s serious. But people still need cars, whether they buy them now or when things get normalized in a few months.
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If those audible prompts aren’t something you regularly use to search, shop, and interact online, you are about to be in the minority. By 2020, it has been forecasted that 50% of all online searches will be performed via voice search.
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“Create content for the user, not the search engines.”
You hear this a lot in content marketing circles. And it’s undeniably solid advice. But the “create content for the reader” approach is only part of the story. SEO is still very much alive in content marketing, even if it doesn’t transfer as heavily to the written words themselves.
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Moving to a new website provider – or even redesigning your current site – can be a scary thing in any industry. In the complex world of automotive websites, the intensity reaches another level.
Automotive dealer websites have a lot of moving parts. First and foremost, when you switch sites, you don’t want any lag in business. You rely on your site to engage customers and push valuable leads through in a timely manner. Any lapse could mean lost sales. And besides simply being live, you’ll want to ensure all pricing, incentives, rebates, forms, CTAs, CRM integration, inventory feeds – everything – is working correctly so the transition is seamless to the customer and your internal processes.
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Does the initialism GMB mean anything to your dealership?
If not, you’re going to want to investigate. GMB refers to Google My Business, the information listing that is offered up by Google from information you provide about your business. If you aren’t interacting with it weekly – or worse, haven’t even claimed it – you’re going to want to make that happen quickly.
So why exactly is GMB so important for dealerships? There are many reasons.
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