A couple of weeks ago, I laced up my shoes for the Seattle MS Walk, a 4-mile community event to crusade for a cure and raise funds to explore more cutting edge treatment options for people living with multiple sclerosis. The halfway point of the walk is always a welcome site. It overlooks the Space Needle and event volunteers dole out snack bars and water bottles to eager participants. This year, the halfway point also featured a demo vehicle and personal visit from a local Acura dealership.
Before my comrades and I continued our walk, we sat in an all-new Acura with a black leather interior and loads of features.
” Our website data often reveals that community pages are some of the most viewed. And if your subnavigation includes your top inventory models, those pageviews help drive increased inventory searches & Vehicle Detail Page views.”
Sitting in the driver’s seat and pushing the start engine button was a rush. So, what did I do that afternoon for 15 minutes once I got home? I watched a handful of Acura videos on that dealership’s site.
The MS Walk is just one of the numerous community opportunities that allow dealerships to capitalize on engaging with new potential customers. Even if event goers aren’t looking to buy a vehicle in the near future, they still may do what I did; research online when convenient and learn more about your store. And when the need for a new car or quick service arises, your brand will carry more mindshare.
Adding community outreach content on your website not only helps foster a warm and fuzzy feeling before shoppers visit your showroom; it also drives online engagement. The website data I analyze often reveals that community pages are some of the most viewed. And if your subnavigation includes your top inventory models, those pageviews help drive increased inventory searches and Vehicle Detail Page views.
Community outreach opportunities are everywhere. Medical non-profits including the MS Society, Susan G. Koman Foundation, Cystic Fibrosis Foundation, and Leukemia and Lymphoma Society offer annual walks or runs in support of patient care and research. By making a donation or participating in an event, your store can make a difference.
Another common mode of community outreach is to sponsor a little league or other youth team— and of course plaster your logo all over the team uniforms! You may also consider sponsoring a Habitat For Humanity build site, or donating to the Red Cross if severe weather issues occur.
One tangible way to showcase your community involvement is to post event pictures on a dedicated landing page, with descriptive captions and positive feedback from people in attendance. Community content might also include local news coverage, which you can integrate yourself or contact your web provider to help post.
Our automotive consumer behavioral data shows that the average car buyer visits a minimum of 8 dealership sites before making a vehicle purchase. You can differentiate your dealership from the other stores prospective buyers are shopping by featuring your commitment to your community front and center. The flashy new redesigned vehicle on your lot is intriguing. But what’s more intriguing is this type of “why buy” messaging that can help attract prospective customers who agree with your stewardship and share in your desire to help those around you.
What ways have you found to showcase your dealership’s community involvement online? Please share in the comments below!
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About the Author
Marissa Dogeagle Smith is an Account Advocate at Cobalt, working primarily with Hyundai and General Motors stores. Marissa and her teammates provide and implement ongoing website optimization strategies that help dealerships distinguish themselves and drive qualified showroom traffic. Marissa is extremely passionate about the value of using website data to formulate and employ powerful strategies. Like many Toyota owners, Marissa learned to drive in a Camry and now owns a Corolla. Marissa holds a Business Administration degree and Marketing Management Certificate from the University of Washington. Feel free to reach out to Marissa directly at msmith@cobalt.com.
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