What do you want to be when you grow up? It seems that a common response for many popular website properties is a review platform. Some cynics might even say that some Internet companies are really advertising companies parading as “review” platforms.
Online reputation management is now a billion dollar business. Public companies like Yelp.com and Reputation.com are bringing awareness of online reviews to another level. Online reviews are now a Wall Street discussion.
In 2014 Autotrader.com will be adding dealer reviews. We are seeing that Facebook is testing a “five star” review system for Facebook business pages. It seems like everyone wants to influence shoppers with the power of peer reviews. And why not?
This is not a new discussion, but the stakes are getting higher. The #1 search phrase that drives traffic to a dealer’s website is their own name. Today, when you type in a dealership name, you will see that Page One is flooded with review citations.
As I prepare for a NHADA workshop in New Hampshire tomorrow, this was just one example I found for Bill Dube Inc. You can see how many review citations show on the Google SERP for their business name:
Consumers Have More Power Than Ever
Dealers have to come to the realization that consumers have tremendous power over their business with the high visibility that online reviews have on search engines. Every business has to focus on delivering an outstanding customer experience or suffer the fate of massive negative reviews, that are seen thousands of times a month.
Online review sites are either your “brag book” or a display of your “dirty laundry,” so everyone needs to decide their own destiny. Every employee at your dealership needs to understand the power of online review sites. Everyone in your business needs to be focused on building your in-store and online reputation. It is that important.
Vigorously Defend Your Brand
Why should businesses let 3rd party websites control their fate? It is time for business owners to be proactive and take part in their online “ratings” visibility. There is no reason to have this many review sites showing on Google Page One for a search on the dealership name. There is a solution and it involves the dealership publishing content and investing in their brand online.
Dealers need to have reviews on the top automotive websites, that is without question. If millions of shoppers go to Cars.com, Autotrader.com, and Edmunds.com every month, having good reviews on these sites will help increase referral traffic. But dealers can’t stop there, they need their own online strategy that defends their brand.
If you need help with the process, just ask for it. Don’t ignore it! I have helped hundreds of dealers turn around their online reputation, it is not that difficult a task.
By the way, Cobalt published a white paper on the importance of online reviews, which is a very good read. Download a free copy here.
About the Author
Brian Pasch is the founder of PCG companies. PCG provides customized marketing and training solutions for businesses that are committed to dominate their local market.