How to establish authority in marketing your dealership

By Lauren McLean

LaurenMcLeanblogWithout thinking about it consciously, you gravitate towards companies that establish authority in the products or services they provide. Why would someone buy from your dealership if they didn’t think you were the best?

But besides providing the best quality products and services, it’s also important to demonstrate your business’ superior industry knowledge. Assure your customers that buying from you is a wise choice.

Because so much of the shopper’s journey is now online, the place to start is your website. On your homepage as well as places like your “About Us” page, provide some verbiage about your dealership’s history. Also, include information regarding the products you sell, the services you offer, the quality of your staff, your involvement in the local community, and anything else of similar relevance to your status as the best option available to your customers.

There are more opportunities too:

  • Make use of social media as a valuable online resource where you can share information, updates, photos, video, and more. Not only can social media be a place to establish knowledge and authority, but it can also be a place to connect with your customers on a personal level.
  • Participate in events. Industry-wide, this might mean tradeshows or other large-scale events. Locally, consider hosting an event that supports a charity, or an event that brings your community together to celebrate a holiday. Sponsoring local events is another good option.
  • Has your dealership ever been mentioned in the news? Many journalists seek out local businesses to feature, often wanting to write about the business’ history, “success story,” and company culture – could your dealership be a good candidate? Look out for opportunities to appear in your local media. It could go far in solidifying your dealership’s authority as well as increase the familiarity of your business for local customers – a win/win situation for sales.
  • There are likely a number of awards that your dealership may qualify for – the Powersports Business Power 50, for example. Apply for these! Even if you don’t win, you’re still getting your dealership’s name out there in front of key industry-related resources. If you do win, there’s not much that could better prove your value. Logos and signage that indicate your big win can make a big impact when placed on your website, social media platforms, printed marketing materials, and at your physical storefront.

You know that your dealership is best in class. Prove this to your customers by demonstrating your authority, both locally and industry-wide. Turn your business into a household name – and make sure your audience members are along for the ride.

Lauren McLean is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.


Phone: 800.288.5917


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