I just held our first Do More Digital webinar. It’s the first in what will be a series of helpful videos for dealership marketing. A good portion of the presentation addresses social distancing and its impact on dealerships. I go into how this new phenomenon needs to propel dealerships toward providing a more robust digital engagement for customers.
Because in-person shopping is less common right now, COVID-19 has accelerated the need for more in-depth digital content for shoppers. This means providing a much more robust array of content as well as providing variety in the way that content is communicated (visually and audibly in addition to text).
For dealerships, I’ve been advocating for more than just, what I refer to as, “Buy or Goodbye” types of engagement for a long while. “Buy or Goodbye” applies to delivering content exclusively focused upon the sale of products (including things like specifications and product descriptions). This strategy focuses only on the customer who is ready to purchase right this minute and not the ones who are simply researching for a future purchase. If you still aren’t clear on what this means, then this webinar is really worth watching.
The current situation with coronavirus is the perfect motivation to ramp up what you are offering to your customers digitally. We believe that if dealerships do not adjust their approach to marketing and sales, they risk relevancy to shoppers. Shoppers will seek dealerships with websites that address their questions and help them determine the best solutions. In light of “social distancing,” they will avoid physical engagement even more than they have in the past.