According to Google’s data, on average a car buyer visits 18 different sources before they make a decision on what car they want and where to buy. An automotive dealer marketing campaign should include strategies in which the dealer online assets appear in more places.
Dealers need to invest time, effort and money to make sure the most popular questions are answered for the prospective consumers on different sources where the consumer is likely to come across during their ZMOT process.
According to Google the most important questions are related to price (64%), vehicle performance (44%) and styling (37%). Content should be written around these topics and published in places where consumers are likely to see. Obviously the content need to be optimized for search engines to capture as many places in searches as possible.
Assuming a consumers are educated on price, performance and styling, the other thing they would look for is where to shop for their next vehicle.
Online Reviews play an important role in providing a consumer an idea of the experience they would have when they visit the dealership. If dealer’s online reputation is great, you can expect more sales.
Google place reviews play an important role in Automotive ZMOT. And dealers need to put extra effort in making sure their online reputation is excellent. The best time to obtain a review is while the consumer is still at the dealership after they purchased their vehicle. This also gives the dealer an opportunity to reconcile any potential negative reputation that they might get from a not so happy customer.
According to Google “If your business received a review that you don’t agree with, we encourage you to use business owner responses to reconcile the situation with the customer. We know a negative review can be frustrating, but we believe that engaging with a customer to address his or her concerns creates the best environment on Google Places. “
AAN (Automotive Advertising Network) has tools and technology to address and be a big part of ZMOT influencers. With content syndication across 100% automotive websites addressing the most common consumer questions, in-store reputation management tools and, Review Syndication across 100% automotive search optimized websites, AAN provides dealers a way to influence car buyers ZMOT.