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Market Your Industry Authority

Aug. 27 2021 Dealership Tips By Dealer Spike

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We all have a tendency to gravitate toward brands that exude confidence and authority in the services and products that they provide. 

After all, we want to know that we’re buying from the best ー and part of being the best means that in addition to offering premium-grade services, business owners should be experts in that industry. 

This article focuses on tactics that dealers can use to build up customer trust by demonstrating superior industry knowledge and assuring your shoppers that it would be a wise choice to purchase from your dealership.

Start with Your Website

The starting line for consumers’ search for industry experts is now online (no pun intended), which is why it’s critical to your reputation to have a website that’s on par with your expertise. Here’s a good checkpoint to measure the efficacy of your website content:

  • Dealership history: Information-compatible web pages such as your “About Us” page and homepage should offer information about your dealership's background. This is especially pertinent if your store has been in business for years. Even if you are fairly new to the scene, sharing your story enhances your relatability, which builds your credibility.
  • Complete service & product lists: Your website should include a comprehensive list of your offerings, including your current inventory and any promos you’re running on products or services.
  • Team members: Your team is handpicked for their skills, knowledge and work ethic. To make sure your website visitors are aware they can do business with the top team in the area, we recommend sharing your team’s collective and/or individual expertise, such as number of years in the industry, special qualifications and passion for the work.
  • Local community involvement: Are you involved in any local causes or events in your community? Share these on your website to demonstrate that you are invested in the betterment of your area ー inside and outside of your store. 

Can you think of anything else that would add to your reputation as the best dealership in town?

Share on Social Media

Leverage your social media as a valuable resource for credible information, education and current industry events. Keep your social accounts active by regularly sharing photos, videos and posts and responding quickly to customer comments and direct messages.

Get Involved

Here are a few ways your dealership can get more involved and build up your brand awareness online and offline:

  • Join relevant social media pages and threads: Sites like Facebook and Reddit host online communities for people of all interests, and there’s sure to be some groups and conversations taking place that pertain to your industry. While no one wants to be “sold” to in these environments, they often are looking for experts to weigh in and give advice on hot topics. Consider joining in on these conversations when appropriate.
  • Participate in local events: On a large scale, this could mean attending industry trade shows. Locally, you could attend or host a charity-related event, sponsor a neighborhood sports team or school scholarship or throw a holiday party or BBQ at your store.

Re-Post Publications Involving Your Dealership

Has your dealership been in the news? Have you been featured as a local business or received acclaim for opening a new store? Pay attention to opportunities to get noticed in local media, such as becoming involved in one of the events mentioned above. Appearing in the news both establishes your authority and builds notoriety for your business.

Apply for Awards

Many industries offer “Top 10” or “Top 50” nominations, and this could be a great opportunity to boost your credibility. Even if your dealership does not win the top slot, you could still be listed in highly revered industry publications. Be sure to share your nomination on your website, social media and maybe even a sign on your storefront!

You know that your dealership is among the best and is powered by a top-notch team. Make sure your current and incoming leads know this ー update your website, digital platforms and physical store with credible industry resources and evidence that your dealership is a cut above the local competition.

Do you have questions about upcoming opportunities and resources to establish your dealership’s authority, online and offline? Contact Dealer Spike’s team of experts today!