Online Reviews and Reputation Management: What Dealers need to Do in 2018

With 75% of shoppers researching dealerships online before deciding to step into one, reviews and reputation management is the #1 online priority for dealers in 2018.

Even more scary, online reviews influence the buying decisions of over 90% of shoppers. Prospects trust online reviews as much as personal recommendations.

Worst of all, online shoppers rarely venture the deep dive. 90% would not venture beyond 10 reviews before making up their minds.

If dealers need to sell more vehicles in 2018, they need positive reviews that rank on top of Google. Any negative reviews need to be pushed off the top of SERPs.

Here is what you need to do:

1. Get a Lot of Positive Reviews

Make it a point to ask for a review, every time you see a happy customer in your dealership. All it takes is about 15 minutes of your time to capture an exciting video review from a happy customer, right from your dealership.

While you are at it, don’t forget to ask for selfies with their new ride, with your dealership in the background. 

Transcribe the review and post it with the video and selfies across social media – Facebook, Twitter, Instagram, Pinterest, and even Linkedin. The video, of course, can go on YouTube and your own auto dealer website.

The same goes for happy service customers. 

Once you get a good review, never forget to say "Thank You!” with a surprise gift.

2. Deal with the Bad reviews

Never ever try to hide when you are faced with a bad review. Respond to bad reviews as fast as you can, in a dignified manner. If the customer is irritated with some aspect of the dealership, offer a clear explanation and resolution right away, get their contact info, and take the issue offline. Avoid a lengthy online spat with an irritated customer at all costs.

If the negative tone still persists, then go on overdrive with good reviews. In a matter of days, these positive reviews should push the negative review to page 2 and beyond. Remember, 90% of prospects do not research beyond 10 reviews.

3. Build a Customer Centric Social Dealership

Make customer conversations the centerpiece of your dealer identity. Build those stories into your online and social promotions and monthly special offers.

Let people know what's new and exciting at your dealership. Over time, align this social conversation with your business objectives, and that is when you will start seeing surprising results.

For more information on dealer reputation management, click here.