Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
I review sites for customers and prospect every day. The number one thing that drives me crazy while doing that is annoying coupons and obnoxious chat windows but that’s not what this post is about. I just saw an opportunity to say it again. This post is about linking to social sites you don’t maintain.
I started to review this particular dealership’s site and was having a relatively good experience (once I made the chat window go away). They recently upgraded to a responsive design, added a “text sales” feature, and they even use actual pictures for their new cars instead of stock images. Nice! Then I see the social icons in their header. I belt it out again…NICE! They had links to Facebook, Twitter, Google+, and YouTube. I clicked them all. Here is what I found.
Why? You work really hard to drive traffic to your website. Why would you ever want to risk pulling them away to another site that doesn’t enhance their experience with you? Nothing says you have to have these links. You know what happened to me? I clicked on the Facebook icon, scanned their posts for a minute, saw I had notifications and now I was Facebooking instead of reviewing their site. That’s what happens to your shoppers too if you give them nothing of interest to keep them focused on you.
Only have profiles you can manage. Only link to the profiles you manage well. You earned that traffic, give them a reason to stay. Definitely don’t give them a reason to leave.