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Your group name is valuable. Make sure that shoppers have one place to shop all that you have to offer. In order to differentiate yourself from the competition and retain more customers, you need to have a strong strategy and brand presence. This will help increase your recognition, create trust, support your advertising, and build long-term value.

Because customers cross-shop, you’ll always want to be a relevant option for their consideration set. If they do consider another brand, make sure that it is from your dealer group and that it’s easy for your customers to connect with the cars they want.

Don’t forget: your portal allows consumers who have not identified a dealership of interest to find you quickly and easily with aggregated inventory, pricing and promotions for all participating dealers in one easy spot.

Customers respond better to information that is customized to their preferences. Provide relevant content via personalized consumer experiences by showing shoppers the exact makes and models they’re interested in — and showcase similar models that your group has to sell.

Maximize your digital investments so that your buying power can reach more customers more efficiently and effectively.

• Maximize the SEO benefit from inbound links
• Allow your brand to own the Paid Search listings by serving up advertisements for the portal and dealer sites
• Push third-party sites and competitive OEMs lower in search results, so customers can find you faster

Create a landing point for your group’s traditional advertising (radio, TV and print). Deliver shoppers to portal and dealer sites when appropriate. Tailor your plan to match your strategy to the various stages in the customer purchase journey — which drives loyalty.