Back in the day, dealership merchandising equated to putting your best sellers up front and your lemons in the back. While the in-dealership experience is still important, the number of people who shop for vehicles online before stepping onto the lot is higher than ever before.
Today's dealerships need digital merchandising strategies to grab attention and convert leads on their website and social channels. Use these best practices to maximize online visibility and drive more customers to purchase their next car or truck.
Creating Captivating Vehicle Listings
One of the primary keys to effective dealership merchandising is crafting compelling vehicle listings. When potential buyers search for specific makes and models, your listings must stand out and provide all the necessary details. Here's how you can achieve that:
1. Create Detailed Descriptions
Craft unique and detailed descriptions for each vehicle, highlighting its key features, specifications, and benefits. Use descriptive language to paint a vivid picture in the reader's mind, making them envision themselves behind the wheel of the car.
2. Use High-Quality Images and Videos
Accompany each listing with high-resolution images and, where possible, videos and 360° tours showcasing the vehicle from different angles. This visual content will give potential buyers a better sense of the car's appearance and condition.
3. Price With Transparency
Be upfront about the pricing and avoid any hidden fees or surprises. Transparency in pricing builds trust with customers, leading to a higher chance of conversion.
4. Feature Customer Reviews and Testimonials
Include genuine customer reviews and testimonials on your website. Positive feedback from satisfied buyers will instill confidence in potential customers and drive more leads.
Using Search Engine Optimization Tactics
Mastering the art of Search Engine Optimization (SEO) is essential to outrank your competitors in Google's search results. You can increase your website's visibility and organic traffic by implementing the right SEO strategies. Here's how:
5. Perform Keyword Research
Identify relevant keywords that potential customers will likely use when searching for vehicles or automotive services. Use tools like Google Keyword Planner and Semrush to uncover valuable keyword opportunities.
6. Optimize Your Website Pages
Optimize each page of your website with the identified target keywords. This includes featuring them in page titles, meta descriptions, headers, and throughout the content.
7. Make It Mobile-Friendly
Ensure that your website is fully responsive and mobile-friendly. With an increasing number of users accessing the internet via mobile devices, having a mobile-friendly site is crucial for better search rankings.
8. Strive for Fast Loading Speeds
Improve your website's loading speed to enhance user experience and reduce bounce rates. Google considers page speed to be a ranking factor crucial for SEO success.
9. Create and Share Quality Content
Create engaging and informative content that addresses the needs and questions of your target audience. Valuable content attracts visitors and encourages other websites to link back to your pages, improving your backlink profile.
Leveraging Social Media
In today's digital age, social media platforms play a significant role in brand promotion and lead generation. Incorporating social media into your dealership marketing strategy can expand your reach and drive more traffic to your website.
10. Choose the Right Platforms
Identify the social media platforms that align with your target audience's interests. Platforms like Facebook, Instagram, and YouTube are highly effective for automotive businesses.
11. Engage With Your Audience
Engaging with your audience builds trust and credibility. Be active on your chosen social media platforms by promptly responding to comments, messages, and inquiries.
12. Share Visual Content
Visuals are more likely to capture the attention of users scrolling through their feeds. Share visually appealing content like car photos, videos, and behind-the-scenes glimpses.
13. Run Social Media Ads
Invest in targeted social media advertising to reach a broader audience and promote your best deals and offers. Social media ads allow you to precisely target users based on their interests and demographics.
Building a Strong Online Presence
A robust online presence is crucial for dominating search engine rankings. Here are some effective techniques to establish a strong digital footprint:
14. Update Your Google My Business Listing
Claim and regularly optimize your Google My Business listing. This will improve your chances of appearing in local searches and Google Maps results.
15. Ensure That Your Local Citations Are Consistent
Ensure that your business information is consistent across various online directories and platforms. Consistent NAP (Name, Address, Phone number) data enhances your local SEO efforts.
16. Ask for Online Reviews
Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, and Facebook. Positive reviews not only influence potential buyers but also signal credibility to search engines.
17. Try Guest Blogging and Influencer Outreach
Collaborate with automotive influencers and industry-related blogs to guest post and gain backlinks to your website. This will improve your authority and credibility in the minds of both users and search engines.
Get More Vehicle Merchandising Tips
The digital landscape provides great opportunities to merchandise your dealership beyond just the physical. Leverage visual media, targeted content strategies, and interactive tools to bring your inventory to life online. With tactics tailored for cyber shoppers, you can generate more online leads and drive digital customers seamlessly into sales.
As a leading automotive merchandising partner for over 3,000 dealerships, Dealer Specialties has the expertise and tools to help you stay competitive in today’s vehicle market. Take 5 minutes to answer a few questions about your current inventory merchandising efforts, and we’ll provide more recommendations to help you drive profit.
