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97% of customers go online before setting foot in your dealership

97% of customers go online before setting foot in your dealership. How Your Online Reputation Influences Sales. Are you ready for the new Google Maps?. Which brands make the shopping list Where shoppers choose to buy With whom they share the results .

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97% of customers go online before setting foot in your dealership

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  1. 97% of customers go online before setting foot in your dealership How Your Online Reputation Influences Sales Are you ready for the new Google Maps?

  2. Which brands make the shopping list Where shoppers choose to buy With whom they share the results The Zero Moment of Truth influences… ~This moment has changed the marketing industry forever.

  3. Less than 1% go past page one on Google Online reviews rank highest. If you are not visible to consumers, you WILL lose sales The Importance Of Online Reputation

  4. You’ll be well ahead of the game if you’ve added location extensions to your ads, brought your business listing up to date, and freshened up your strategy for soliciting and managing online reviews.   New Google Maps Means New Ads and New Focus on Reviews

  5. The upside: more exposure for your dealership on every local search.  The catch: You’ll have to make some tweaks to your ad extensions, and pay more attention to your customer reviews.

  6. Moment of Truth 62% of consumers surveyed said they would change their mind after reading 1-3 negative reviews about a product or service.

  7. Online reviews are extremely powerful - both negative and positive. According to a 2011 Harvard Study, every star a business received on Yelp from reviewers resulted in a 5 to 7 percent jump in revenue.

  8. What Is Your Reputation Budget? 75% of people don’t believe that companies tell the truth in advertisements Who is more believable HER peers or YOU?

  9. Smart phones Define Your Business of consumers use a smart phone to help with shopping.

  10. Mobile Enabled 70% of consumers delete an email if it looks bad on a mobile device • Three out of five (59%) people are more likely to research products online

  11. Local Search Map Listings By the end of 2013 50% of car buyers will be using their mobile device to purchase and service vehicles Get Directions Find Nearest Car Dealership Mapping & Directions

  12. High Stakes Game It takes 18 positive reviews to outweigh 1 negative review. Time is of the essence!

  13. Under-estimating the power of mobile No budget Leaving it to chance No response plan Online Reputation Problems

  14. The Statistics Say It All Ninety-One Percent of consumers said they would use reviews when deciding on a dealership. 91%

  15. The Power of Women 78% of your service customers are women Women are 3 times more likely to post a review as opposed to men

  16. Word of Mouth 1negative social media review can cost you 30 new customers. A happy customer will tell 3 to 5 people, but an unhappy customer will tell more than 20 people.

  17. Proactive Competitive Advantage Credible service reviews Automated “Organic Slow Drip” The Google Black Hole Implement before you need it

  18. How Are Major Review Sites Cracking Down On Consumer Reviews? Google Purge | Yelp Filters Too many too fast Replication Incentivizing “Active” user?

  19. Google prefers validated content.REAL reviews on 3rd party review sites…NOT the dealer site Testimonial Review Pages on Dealer Site Not ranked on first page of Google for the Dealers name (example Presto Reviews)

  20. Why is Yelp Important?

  21. Yelp Is Connected to Siri 50% of all Smart Phone Owners have an iPhone.

  22. For Yelp No Pay – No Review The only way to counter that… Continuously submit reviews. This lowers your risk of having a yelp account left with only negative, or no reviews at all.

  23. Are Your Reviews Visible on Multiple Review Sites? • Be wary of reputation management companies that place positive reviews on your website ONLY.

  24. SEO Algorithm Incorporated Into Review Sites Google incorporates your online reputation into the ranking algorithm. This can lower your overall Google ranking.

  25. Top Review Sites • To be successful, you must be seen on these review sites: • Yelp • Google Local • CitySearch • Yellow Pages • Yahoo Local

  26. Consistent Name Address and Phone Number across the Top Review Sites Need to Check your dealership is seen online on Review Sites, Maps and Apps: Visit: www.erepbuilder.com/scan

  27. Claiming Your Sites • It is imperative you claim ALL review sites with • consistent credentials (Name, Address, Phone)

  28. Where Do You Rank? Review sites with too much negative feedback, or dealerships not found on highly ranked review sites, will be moved down the Google search stack and compromise their competitive advantage. Dealers miss the pivotal opportunity to get a review on the review sites that Google says are credible.

  29. Address the Negative… A negative review will pop up in 35% of the searches for your dealership

  30. Step Up to the Plate • Use interactive HTML email to contact your customers and ask them for a review. • Link them to 3rd party review sites. • Give them an opportunity to complain to you 1st Ask Your Customers If They Are Happy

  31. Both Service and Sales customers should be contacted • Interactive HTML • Mobile friendly email • Offer links to 3rd party review sites • Ask for the review • See if they’re happy

  32. In all your emails, provide a way to get feedback Privately OFFER NOT SATISFIED BUTTON

  33. This is an ACTUAL Not Satisfied review that was submitted about one of our clients: “Ur the biggest @#*!% scumbag on the face of the planet I hope u die and everyone that works for u also. Please use a hand grenade in the middle of ur dealership and make sure everyone that u kno and works for u is standing there”

  34. Email Challenge No matter how many emails are sent out on your behalf, only a small percentage make it past the spam filters. • To a customer list you should see a 5 to 20% open rate. • To a prospect list you should see a 1 to 4% open rate.

  35. When to ask? The best time to ask for a review is within 48 hours of the customer being in the dealership.

  36. Fix the Problem • After a sale, only 4% of unhappy consumers will complain to you • 90% of customers will come back to your dealership if you address their concern immediately

  37. ORM Providers Miss the Magic Customer Review Opportunity Goal: Most ORM providers are leading Dealership customers to the dealer site FIRST to share a review. This is not going to help you with Google and Yelp.

  38. Dealer Site or 3rd Party Review Site Why lower the ability to get positive reviews on 3rd party review sites where prospects are more likely to find believable reviews and select your dealership? Car Shoppers are skeptical of Dealer website reviews. Not as credible as 3rd party review sites like Yelp, Google Local, etc…

  39. #1 Allowing customers to post reviews from the dealership including a mobile device used by the sales associates. According to a Google forum, reasons why companies may have their reviews removed and filtered: • Too many review posts in a single day or even in a single month • Reviews that are generated from the same IP address (think ‘iPads and review stations’) • The same reviews on multiple 3rd party listings • Posting on your customers behalf – algorithms are tracking location of published review Top Things NotTo Do

  40. Not to Do #2 Only asking for positive reviews. • One of your greatest missed opportunities is stopping a complaint before a damaging customer opinion is posted on a 3rd party review site • Customers who comment directly to you do NOT post feedback on 3rd party review sites

  41. Not to Do #3 Being Reactive versus Proactive • Keep in mind that online reputation management is one of those things that works much better if you implement it before you actually need it

  42. Not to Do #4 It is NOT OK to pay for a review or hire someone to write reviews. • Anything but an honest review from a real customer is provocative and could have your dealership review site shut down. • Yelp said it will now start posting visible consumer alerts on websites suspected of soliciting reviews-for-hire to boost ratings.

  43. Not to Do #5 • Sending out mass emails asking for reviews • Do not launch mass email campaigns to all unsold internet prospects in CRM asking for reviews. • CRM’s are not capable of sending out mobile-enabled emails. Solution: send out mobile-enabled emails to previous customers in slow organic drip.

  44. Not to Do #6 Worry About Customer Fatigue Myth: Customers do not want to post positive sentiment after their transaction at the dealership. SOLUTION: email your customer and ask for a review on 3rd party review sites to increase positive feedback and prevent distasteful complaints from going online. Best Practice: Take a copy (jpeg) of your 3rd party reviews and place on the dealer site.

  45. Not To Do #7 Send out an email asking for a review without someone monitoring that account to respond. A manager should respond to any complaints immediately.

  46. Top Thing To Do #1 Tell your customer if Unsatisfied, to click on … Prevent Negative Reviews We distribute the NotSatisfiednotifications to multiple key contacts in the dealership.

  47. Monitor, Listen and Act Proactively monitor your online reputation, communicating and listening to your customers and acting immediately when a negative review or complaint is initiated. Top Thing To Do #2 Build Your …. Reputation,Sales & SEO

  48. Claim Your Name Top Thing To Do #3 Be sure to claim your Google Places and Yahoo Local pages with a consistent business name and location. Populating them with content such as images and reviews will help prospects find your business online.

  49. Top Thing To Do #4 Build Reviews on Sites That Google Ranks Highest Fact: 35-40% of all searched performed that lead to an organic click-through to your website come from a direct search of your company’s name

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