COVID-19 has certainly shaken up the automotive industry. Many of our dealers are showing solidarity and providing support to those scratching their heads at what to make of the current situation.
One such dealer is Gray Scott, the Marketing Director for a high-volume dealership near Chicago, IL. He recently created an insightful post on LinkedIn that detailed what steps dealers are taking to maintain their web presence. Here is a relevant portion of that post:
“What we/you should be doing is maintaining a presence online with digital but making sure your message and creative is more top-funnel and value-oriented. If you have good content, car info, walkarounds, video test drives, this is what you need to be pushing. Over the next 2 weeks, people will be poking around. They will demand advertising inventory from the DSPs, because before the pandemic, they were in-market. People are not buying cars and are not trying to take unnecessary risks. Now is the time to make sure your SEO game is on fire. YouTube and social as well. It’s a time to evaluate your website and its user experience and consider making changes. In 2-3 weeks and when stay-in-place orders are lifted, THIS will be the time to double down.”
When Scott references user experience, he is referring to banners, homepage calls-to-actions, and top-level menu items being correctly optimized to reach top-of-funnel customers. If you are offering a new service, such as video walk arounds or home deliver, assess where customers can find this content and ensure it’s visible and above the fold. Don’t forget to check your mobile view, where 40-60% of your customers view your site!
Scott’s emphasis on SEO, YouTube, and social media platforms like Facebook and Instagram are essential to reaching top-of-funnel customers. They are the best platforms suited to delivering informational content. For paid search, Google has recently announced a relief fund for Google Ads, so be sure to keep an eye on that space as well to take advantage of free advertising credits.
We hope you are staying safe!
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