Welcome to Marketing Matters with your host, Colin Carrasquillo, digital marketing director of the Nielsen Automotive Group. In today’s episode, we delve into the crucial role of maintaining consistent digital properties for your dealership. From your Google Business profile to your presence on social media, we’ll cover why it matters and how you can ensure your dealership stands out online.
Key Takeaways
1. According to Carrasquillo, ensuring your dealership’s Name, Address, and Phone number (NAP) are consistent across all digital platforms is vital for search engine visibility and customer trust. But, he notes that inconsistent information can lead to confusion and lost business opportunities.
2. Carrasquillo also mentions that your Google Business profile is critical as it powers Google Maps, the primary tool customers use to find your dealership. Therefore, it is imperative to regularly audit and update your profile to ensure accuracy and relevance.
3. Beyond Google, maintaining updated profiles on Bing Places for Business and Apple Business Connect is essential. Each platform powers different search results and maps, so accuracy across all is necessary for comprehensive visibility.
4. Moreover, Carrasquillo suggests that dealers conduct regular audits of their digital properties to identify and correct inconsistencies. This includes social media profiles, third-party listing sites like AutoTrader and Cars.com, and any other platform where your dealership is listed.
5. A real-life example from the Nielsen Automotive Group highlighted the consequences of outdated information. A customer searching for the Ford service department found outdated details from previous ownership. This issue was resolved by updating the Apple Business Connect profile and implementing a weekly audit process.
"First, we need to focus on one fundamental property: your Google Business profile. Some may say that is the be-all, end-all. When individuals are looking for your dealership and its services, they're most likely going to start their journey on Google." - Colin Carrasquillo
