Your dealership likely has some long-standing relationships with devoted customers. These people started driving your cars at an early age and were so satisfied that they decided to be loyal customers for subsequent purchases.
It's vital that your dealership continue to cultivate long-term relationships by attracting young customers making their first major car purchases. In today's digital age, the best way to reach out to young people is through Internet channels. In addition to establishing a solid website and social media presence, your dealership needs an archive of consumer reviews.
Young customers trust the Internet
According to Search Engine Land, people between the ages of 18 and 34 do their research before making any big buying decisions. Nearly 60 percent of people in this age group search online for a local business at least once a month, compared to only 43 percent of people ages 35-54. Only 26 percent of people over 55 take this action.
Additionally, 97 percent of people between 18 and 34 read reviews online before deciding where they'll spend their money, and nearly 90 percent of consumers in this age bracket trust these posts. Keyword Connects noted that most people who read reviews also write them, so millennial consumers are dominating the world of online reviews from every angle. This means that the quantity and quality of your online dealer reviews could make or break your relationship with the next generation of car buyers.
Encourage young customers to write reviews
So how can your dealership lay the ground floor for long-term connections with people 18-34? Start by building your web presence and cultivating a high number of dealer reviews. When young people have successful experiences with your business, encourage them to write posts.
Use social media and email marketing to attract potential consumers, and consider creating targeted promotions that will bring in young people.