Advertisement feature from Reputation.com
In today’s digital marketplace, how can you ensure that your dealership is the one where prospects will come to buy their next car?
In 2018 Customer Experience professionals are embracing Online Reputation Management (ORM) as a fundamental strategy to understand today’s customer journey. But what results and revenue increase can you expect from ORM?
Generate More and Better Reviews
Recent survey of J.D. Power’s New Autoshopper Study found over half of new vehicle shoppers use a mobile device to research the car they want, their price point and the best place to buy. Consumers can find information about your business on Google and Facebook and sites such as TrustPilot, JudgeService and AutoTrader.
ORM give you a greater control over what is said online about your business. Reputation.com survey shows that by using the adequate tool, dealerships requesting reviews to all their customers increase review volume but more importantly see the average customer sentiment rises by over 20%. Higher star rating is achieved by asking all your customers to leave their feedback as happy clients don’t always post positive reviews without being asked.
Improve Search Results and Traffic
A higher volume of positive reviews have a direct impact on search engine optimisation as explained in detail in Moz’s 2017 Local Search Ranking Factors.
To make the most of customer feedback, streaming online reviews directly to your website improves homepages ranking on category search results by 1.7 places, and over a few weeks these pages are 50% more likely to show up on page one. Your website’s SEO will benefit from organic, unique content posted by genuine customers.
To reach the coveted top three results, also called Google Local 3-Packs, you need a larger review volumes than your local competition. As shown on graph 1, with twice more volume that the competition, you are 30% more likely to appear in the Local 3-Pack on category search (i.e. ‘car dealer near me’).
Increase Sales by Managing your Online Reputation
Generating a competitive volume of genuine positive reviews and managing business listings will bring your dealership at the forefront of customers online searches. But does this result in more car sales?
As a leader of ORM, Reputation.com developed the patented Reputation Score and support over 2 million customers worldwide. This data allows for the study of car sales and Reputation Score correlation over thousands of locations and over three years. The study reveals that locations with higher online reputation scores experience higher car sales.
Comparing dealerships who are actively managing all the aspects of their online reputation (reviews, star ratings, social media and business listings) and those who don’t, the study reveals that online sourced sales have grown 24% faster for the former. Overall this resulted in 2.4 more vehicles sold every month, or an estimated profit of £70K+ per year directly imputable to ORM.
Dealerships with large Reputation Score increases saw sales rise 6% over 6 months.
Reputation.com, Liverpool Innovation Park, L7 9NJ, Liverpool
Reputation Score: Patented measure of a business online reputation performance. More information on reputation.com