At the start of all sales cycles, there comes a moment when customers realize they need a solution to their problem.
This realization may be conscious or subconscious, but it sets in motion the purchase process, which always begins with research. Sometimes that research only takes a moment, but other times it extends for days, weeks, or months.
In the case of car shoppers, the product research stage takes an average of 14 hours per buyer.
To properly influence and persuade these shoppers, you need to focus on enhancing the customer experience while improving your own operational efficiencies. The first step is creating a professionally designed website that maximizes your visibility in search. But to attract visitors, engage them, and compel them to act, you must ensure that your SEO marketing is unified with your on-site sales content.
Here are 5 top ways to do just that:
1. Make Your Content Visible and Customer-Focused
A mobile-friendly, keyword-centric SEO marketing strategy will allow you to target the right audience, improve website visibility, and create content that resonates with your prospects. And by ensuring that your website and content are mobile-optimized, you can be present and visible when the mobile user performs their research – whether it’s at home or on a showroom floor.
2. Establish Trust and Authority
Around 90% of customers say that purchase decisions have been impacted by positive online reviews, which demonstrates how much weight customers place on reputation.
Once you’ve attracted customers to your site, your online content must establish that reputation and build trust.
To do that, use reputation management software backed by real reviews and ratings from actual customers. These testimonials will prove that you are an established dealership with a successful track record, so potential customers will be able to trust you with their investment.
3. Create Rich Local Content
Before customers visit a dealer, they will usually learn as much as possible about their car or cars of choice.
Your online content should be straightforward, 100% unique, keyword-optimized, and information-focused. This marketing material should pack only the most relevant information into product descriptions, videos, pictures, and reviews. The more you can meet customers’ information needs, the more likely they are to stay engaged with your business, both online and off.
4. Develop a Multi-Channel Online Presence
A website is often the final point of contact with a customer before they hit the showroom floor.
However, without an expanded web presence, a social media program, and a multi-channel advertising funnel, your website could go unnoticed. Dealer profiles should stay visible on Cars.com and other inventory sites, as well as Facebook, Twitter, YouTube, and social networks.
5. Integrate Your Marketing Efforts
All marketing should be integrated and holistic.
SEO marketing and social media campaigns, for instance, shouldn’t be executed as independent programs. Instead, they should be implemented as part of a unified digital strategy that focuses on the same core themes, keywords, and so forth. A shopper-centric approach requires campaigns that unify across platforms, devices, and channels to communicate directly to the customer.
SEO marketing is the best way to ensure that your website and your message reaches the right customers at the right time and in the right place. Once you have grabbed their attention and pulled them into your marketing funnel, your SEO-friendly marketing content should meet their needs and focus on their intentions. By putting the mobile shopper’s experience first in a progressive way, you’ll operate more efficiently.