Dealers have moved beyond simple template-driven websites to integrate a host of new tools
Even a decade ago, few dealers really paid enough attention to their online presence. It was simply another way to advertise their services, often via a basic template that highlighted current inventory and provided contact information for the dealership.
Today, things have moved on. Just about everybody has access to a smartphone or tablet, and regardless of their age, the Internet is becoming an increasingly important part of peoples’ everyday lives. And when it comes to buying cars, the web has given consumers an unprecedented amount of access, not only for seeking out specifications, options and MSRPs, but also to review information and, depending how long the car has been on the market, any feedback on ownership experiences. Many consumers also expect a personal touch, and if they send a question expect a prompt answer.
The bottom line is that dealers need a website that can draw consumers in, rank high in terms of search engine optimization, and keep shoppers and customers engaged with a variety of features and content. The sites are a tool to help establish that important link between the customer and dealer to result in an eventual sale.
While that might seem like a lot to consider, there are organizations out there dedicated to providing sophisticated website solutions and giving dealers the tools they need to help attract consumers and turn perusers to leads and ultimately customers. And much like the Internet itself, these organizations have evolved with the times.
GLOVEBOX
Take the case of Glovebox. A specialized marketing agency that grew out of Dashboard.ca, it was designed from the outset to develop solutions that enabled dealers to connect with their customers in an effective manner. “Think of it as your dealership’s Internet department,” says Glovebox’s Client Services director Brent Wees.
Brent Wees, Director, Client Services for Glovebox says that today, dealers really need to stay ahead of the game when it comes to websites.
“One thing dealers are starting to realize,” says Wees, “is that you cannot just put up a website and expect it to work. You need something that stands out, that offers multiple channels of connectivity between the customer and the dealer.”
Glovebox’s solution is for the dealer to pick a theme and to get a team member from the agency to help them organize and prioritize content. In turn, the objective is to get the site live as quickly as possible. The Glovebox representative will then guide the dealer’s staff through the process of monitoring and updating the site. “Essentially what we have is a custom management system,” says Wees. “And it can take as little as 30 minutes for [dealer] customers to learn how it operates.”
He also says that from a marketing perspective, the more the dealer is able to integrate additional features into their site, the better chance they will have of engaging consumers. “Think of it as having a personality. You need to project your image, your culture onto the website. By doing so, you personalize the experience for the customer. If they can make the connection, they’re more likely to do business with you.”
One thing he also says is that having a market driven solution is hugely important — a major reason why Glovebox originated in the first place. “Before we developed it, we’d worked extensively with Toyota, in developing digital marketing strategies, both at the OE level and for the dealer network,” says Wees. “For Glovebox, which was targeted at all dealers as opposed to a single brand, we wanted to develop a solution that was able to deliver what dealers were looking for.”
And one of the primary aspects was usability, enabling the dealers to change and modify content at short notice, without having to go through the vendor, or occurring additional costs for doing so.
Another was adaptability. New operating systems and search features such as Google Plus Local are having an increasing impact in the way consumers access information online. “For dealers, there really is a conscious need to stay ahead,” says Wees.
He also stresses that for dealer websites to really be effective, they need to incorporate as much flexibility as possible. “Being able to manipulate things on the fly is hugely important. Let’s say you have a box of content and want to move it from the left to the right side of the page. We can develop a solution that will let dealers do that, if say, they want to make way for a special, limited time promotion.”
However, in order to make such manipulation possible, Glovebox will often work with dealers to ensure their equipment and software is up to the task. “One significant obstacle is that there are still many out there using old technology. So, for example if you’re still using Internet Explorer 6 as your browser, then the latest HTML isn’t going to work for you, there are things you’re going to miss out on.”
Wees says this will becoming increasingly critical as the web shifts to HTML5. “This will change the way users act and engage with the website, along with social media and mobile access, it’s something dealers need to understand in order to be able to reach out to their audience.”
WORLD WEB VISION
For Bruno O’Kane, founder at World Web Vision, a Montreal-based company that specializes in website solutions primarily aimed at small and medium sized enterprises, one of the aspects dealers need to consider when building and maintain a website concerns natural ranking when it comes to search engine optimization.
Bruno O’Kane founder of World Web Vision, says that improving search ranking via natural SEO is critical to enable dealers to get their site noticed.
In other words, how visible the site is online but relying on natural processes to do it rather than paying for ad words. “The problem,” he says, “is that while buying ad words can be a good way to increase traffic to the site, as soon as you stop paying for them, the site’s ranking tumbles. What we do is focus on the site’s popularity. We are able to tap outside sources, such as news pages or blogs and use them to mention key words regarding the site. It stimulates interest and helps boost the site’s ranking naturally. So, let’s say a consumer is searching for a car, they are more likely to come across your dealership.” To help the process, World Web Vision also builds and exchanges links directly through the website.
Like Glovebox’s Brent Wees, O’Kane also believes that dealers often don’t place enough emphasis on their websites. “Dealers need to consider that the website today, is the main selling point for them besides the store itself, so there’s a need to be proactive.”
And for some dealers, especially those with smaller locations, budgets and fewer staff, that might seem like a challenge. However World Web Vision says it is able to custom tailor its services to clients, not only providing a website geared to their exact requirements but providing good old-fashioned customer service and solid technical support.
“We have packages where we can handle content updates for dealers, for a monthly fee,” says O’Kane. “This includes quickly updating the site with fresh content and animating social media, so when a consumer visits the site there’s something new and there is a high level of interaction. We are able to create graphics, new images and content fast. In some cases, by the time the dealer realizes the site needs an update, it’s often too late.”
Although it might seem as if World Web Vision has control of the entire online process, since entering the dealer market two years ago, flexibility has been a key emphasis. “We work with dealers to develop solutions that serve them best,” says O’Kane.
This includes providing 100 per cent involvement for the dealer where required. “Nobody wants to be locked out of their own website,” he says. “We provide the tools and training so if they want, dealers can go into the site, add or change content, post videos, promotions, whatever needs to be done. It’s all about maintaining and building your online presence.” In addition, World Web Vision is taking an active role in helping dealers develop their mobile and social media platforms. “Between 10 and 12 per cent of all online traffic to dealer websites originates with a portable device,” O’Kane says. “This is something that is going to become more important, so it cannot be forgotten.”
Currently providing service to 25 dealers in Quebec, World Web Vision’s solutions are appearing to have a great deal of success, especially because, as O’Kane says, “that with natural SEO, the popularity lasts. It’s a real ranking and it allows dealers to save funds they would have normally spent on ad words to achieve the same result. In these economic times, dealers are looking to get maximum value and if we can help them achieve that from a marketing perspective, everybody wins.”
AUTONET DEALER SOLUTIONS
Since being acquired by Quebecor, one of Canada’s largest media companies, Autonet Dealer Solutions (previously ASL Internet) has enjoyed access to the vast array of resources available through Quebecor’s Sun Media division.
Deanna Jay, Director, Autonet Dealer Solutions, believes an important aspect dealers need to consider is the personal experience.
“The acquisition has opened up a whole new range of services to dealers,” says ADS Director Deanna Jay. This doesn’t just include websites, but also through the Autonet.ca portal as well as newspapers, both online and in print.
“We’ve been building dealer websites for a long time,” she says “and although it’s interesting to see the transition to a more interactive experience, the fundamentals remain the same. At the end of the day” she says, “as a dealer, you need to ask yourself, is my website working for me? How can I measure its performance and how much is it helping me to sell cars?”
Autonet places its solutions around four key fundamentals or pillars: namely web traffic, e-leads, appointments and sales. “One of the biggest obstacles facing dealers and that relates directly to their websites is how to turn traffic into leads.”
Autonet is able to assist them via its two-day boot camps, which travel across the country, getting dealers in the mindset of using the website as a net to catch traffic and direct it to their stores, whether via a traditional website, mobile platforms or social media.
Additionally, Autonet is able to leverage its connection with Sun Media to deliver a unique experience when it comes to customer service for its dealer clients. Because of the number of newspapers in the group (300 across the country), it translates to a high number of reps in the marketplace that are able to service the dealers. “The ratio is pretty low, says Jay, “we’ve got around one rep for 20 dealers, that means the dealer isn’t left having to contact a call centre should issues arise.” Reps are also regularly in touch with the client, “usually they will visit the dealer on a weekly basis,” says Jay.
Adding further to the level of support, are in-house training programs, which Autonet has developed to enable it to work with dealers one on one. “For our in-house programs, reps are in constant communication with the dealer,” says Jay. “We’ve also developed in-house web solutions platforms designed for every budget; from small independent operations, to large, multi-franchise groups. You don’t have to be big to have an effective website that contributes significantly to your business.”
Like an increasing number of dealer solutions providers, Autonet prides itself on being able to develop fully customizable programs for dealers. “We try and make it as easy as possible for the dealer,” she says. “So whether it’s changing content or adding flyers, even video and distributing it to multiple different portals to maximize exposure, if they want to do it, we can help them.”
