Get More Service Business Using Your Website

Is it really important for dealerships to concentrate some of their online marketing efforts on service? Of course it is!  Did you know that 79% of car shoppers are using search engines to research dealerships1 and 40% of referrals to service-related sites come from search engines?2

With these trends, dealers can’t afford to NOT promote their service department online! There may be even some lost service opportunities because many dealers are just concentrating on sales related digital marketing campaigns.

So how can dealers capture these service customers online?

Dealers can try re-allocating ad spend to get their websites in front of customers on popular search engine sites like Google and Bing. Try a targeted search engine ad campaign to help grab lost service customers before they find a competing independent quick lube location. Special offers can be created that will entice customers to land on the dealership website and ultimately drive in to the service bay.

It doesn’t just stop there. Obviously, a service appointment must be scheduled from that campaign.

Here’s the good news: Schedule Service Lead Forms were the 2nd highest form submitted by consumers on dealer websites in 2010.3

At this point, we know dealers will have a submitted lead form, but they have to turn that into an actual appointment. Imagine how much more service action a dealer can see if they offer an online appointment tool so the consumer can schedule an appointment at that moment!

1 Dealer eBusiness Performance Study
2 Google 2010 Automotive Aftermarket Study
3 Reynolds Web Solutions Customer Data