Search engines have become the modern battleground for selling vehicles. As a result, websites have evolved from being a shop window to being a full-fledged member of your sales team. It’s up to you to embrace digital touchpoints and integrate them into your marketing plan. Your strategy for engaging with customers must evolve. As Google continues to change up its offerings and algorithm, there are more and more opportunities for you to leverage the platform for more than just SEO and SEM.
Google has rolled out the ability for dealers to surface their cars-for-sale inventory directly on Google Search and Maps. What this means for you is that there is another place for your inventory to be easily accessible to consumers. Because search engines have become a best friend to shoppers, it makes sense for dealers to take advantage of as many opportunities to engage with customers as possible. These digital touchpoints go beyond simple search terms though. It is a dynamic, living, breathing representation of your lot.
Once you opt into this feature, your “for sale” inventory will be easily discoverable by Google Search and Maps users. People searching for your dealership by name will have visibility into availability, pricing, and key information about the cars for sale — all directly at their fingertips. This is a game-changer for getting your name out there and managing your reputation. With so much riding on how quickly you can engage with consumers while also providing them as much information as possible, zero-click searches are the next generation of customer experience.
You can’t overlook the importance of delivering on the promise of elevated services. Customers will remember how they found your lot, what vehicles attracted them to your store, and how streamlined the entire process was. There are more touchpoints than ever before. And while this might make things seem overly complicated to many, it’s your job as a dealer to embrace this new sales process and work collaboratively with technology to make it intuitive.
At the end of the day, you will increase visibility to your brand and inventory while providing a bridge for easier shopping. Google is already there waiting to be put to work by you. Capture consumers as they shop and give them a reason to buy from your lot. Build your listings up to be a powerful ally for your operational goals. Don’t be afraid of technology. Embrace it and watch as foot traffic to your lot increases, website traffic goes up, and digital retailing becomes more commonplace.
The best part about this new feature with Google is that you don’t have to navigate it alone. MAX Digital is your partner for all things inventory management and sales enablement. With new features that put your inventory at the forefront of the zero-click search movement, you need to be proactive in embracing these trends. Let MAX Digital show you how it’s done. Schedule your FREE consultation today and discover all the ways digital retailing is right for you.
