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Rules of Engagement: Helping to build your online presence

In order to build an automotive dealer’sonline presence, there are a handful of points to consider.  A recent blog on buildingyour dealership’s online presence highlighted such tips as engagement,reach and choice as valuable techniques in establishing that existence.


In this blog, we’ll tackle the practice ofengagement as a key component in your marketing efforts online.  In future blogs, we’ll delve into theother components that can help establish and maintain a dealer’s onlinepresence.


First thing’s first: what is engagement?


By definition, engagement is the act of anencounter between two or more individuals or companies that can be a positive,negative – or even neutral – experience. Simply put, it’s a level of interaction that can either leave a prospectsatisfied or dissatisfied with a dealership’s offerings.


In the online world, there are a number ofways to put you in front of customers and engage them in the sales, customerservice or relationship building processes.  Facebook, Twitter and automotive-branded video channelsoffer three potent portals for online engagement.


Book ‘em, Dano.  As of this writing, Facebook’s online community consists of over500 million active members.  Ofthat number, it’s estimated that 50 percent log into their accounts every day.   With those statistics in mind, itwould stand to reason that this social media platform is a critical piece incustomer engagement.  Facebookprovides an important and active communications portal to relate and interactwith your customers on issues ranging from customer service to important dealership announcements.


Tweet, Tweet.  With over 190 million visitors per month and users generating over65 million “tweets” per day, Twitter has become the little social media enginethat can.  Despite its140-character limit, Twitter offers both reach and immediacy to those seekingautomotive information.  Moreover,its search function and active user base allow automotive marketingprofessionals to seek out conversations and engage potential customers indiscussion, thus developing relationships and putting a product or service topof mind in the decision process.


Branded and Ready.  When not researching and reading blogs, video channels like YouTubeand Hulu provide car dealership marketers with a medium that can offer terrificreach.  Having a branded videochannel can offer identity and brand association.  It can also provide potential consumers reviews and relevantinformation in a quick, direct format that’s easily consumable.

By using these three important outlets inyour direct marketing efforts, your dealership can create a high level ofonline engagement with your customers.  


In an upcoming blog, we’ll discuss how reachcan improve sales and offers a better return oninvestment. 

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Tags: 2.0, Facebook, Twitter, automotive, car, customer, dealer, dealers, dealerships, direct, More…interaction, mail, marketing, mutli-channel, targeted, tracking, web


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