Magazine for the professional car and truck rental industry.
Issue link: https://autorentalnews.epubxp.com/i/236613
TECHNOLOGY SOCIALITES DO IT BETTER — SOCIAL PLATFORMS These days, the most popular form of engagement online comes from social media platforms such as Facebook, Twitter and Google+. Like SEO, returns from the implementation of a dedicated social media strategy won't come overnight. It takes time to nurture and grow a community of followers that will ultimately share what you have to offer with others and build buzz around your brand. The rewards are great for companies that persevere, but to succeed means giving attention to these platforms multiple times per day. Loyal followers will share your business with their networks, bringing in more followers to help grow your customer base exponentially. "We've seen company executives start 18 January/February 2014 social media and abandon their efforts," said Laurendeau. "Empty or inactive prof les negatively impact how customers view companies, but a company that engages with its customers can build long-term relationships that can mutually beneft both parties." STICKS AND STONES — REVIEWS AND REPUTATION MANAGEMENT In recent years, perhaps the most impressive shift digital marketers have noted is a power shift to consumers in the form of online reviews. Online reviews loom large in the eyes of the decisionmaking online and off ine buyer. Hundreds of review sites like Yelp, Angie's List and Google+ allow customers to interact and leave feedback about their experiences, both positive and negative. In 2012, Search Engine Land's annual online Local Consumer Review Survey found that more than 72% of consumers trust online reviews as much as personal recommendations. ©ISTOCKPHOTO.COM/DOSRAYITAS than 200 factors determine a website's relevancy in regard to user input. There are many reasons to pay attention to your website's placements on the search engines for common keyword search phrases. "Having a website means little if no one can f nd it," said Laurendeau. "When you control one of the top three spots, customers searching for a service you offer, like van rentals, will see your site as relevant to their need, and they will make their way to your website from there." On-page factors, such as keyword count, metadata and site speed are still important, but off-page factors — such as brand mentions, social signals and syndicated reviews — have become crucial in def ning a website's success. Unfortunately, the benefts of SEO are rarely immediate. "SEO is a process; it is not an event," Laurendeau said. "It takes time for the search engines to fully index an optimized website, and they even give preference to older websites." Shane Tyson, owner of Courtesy Car Rental and Sales in Newport, Minn., noted his SEO efforts took time but made a substantial difference. "Once everything kicked in, we experienced a 300 to 500% revenue increase," he said. BABY STEPS: 3 WAYS TO GET STARTED NOW If you are just beginning your journey into online marketing, here are the frst three things to cross off your to-do list: Get On The Map – Google Places for Business, Bing Places for Businesses and Yahoo Local all provide free listings that enable companies to be found by customers searching in your area. Sign up and be sure all information is complete and accurate. Build A List – Begin asking for your customers' email addresses. A short follow-up email asking for their feedback or a quarterly newsletter can help keep your company's name at the front of their mind. Get To Know Your Friends – Ask your customers what social media they like to use and which websites they frequent. This knowledge will help you make decisions related to your online presence later on. It is critical how one responds in these public forums. Be calm, professional and polite even when the review writer isn't. MORE THAN JUST "LIKES" — THE INTERNET AS AN ECOSYSTEM Between building a professional website, managing social media platforms and monitoring online reviews, it's clear why independent car rental companies have 52% OF TRAVELERS BOOKING ONLINE USED A MOBILE DEVICE TO DO SO. "It surprises me how many rental companies don't search for themselves at least once a month," said Laurendeau. "Your company name, phone number and address are three things you should search for once a month. If you see discrepancies, then you have problems to address." Many online review sites create skeleton listings that are often f lled with incorrect contact information. Business owners should sign up and take control of these listings to update the information on a regular basis, to receive automatic notifcations whenever a review is left, and to have an opportunity to publicly respond to bad reviews. As negative reviews are often impossible to remove, a well-mannered public response can show other potential customers viewing negative reviews that the company works to remedy its mistakes. AUTO R ENTAL N EWS trouble keeping up. It's become a fulltime job, and it can be easy to get lost in the game of winning fans and followers. Rather than winning the Google wars or obtaining the most Facebook "likes," independent car rental companies should seek to extend their current marketing practices by carefully analyzing their local market and providing opportunities for meaningful engagement with their customers. "Every dollar is important to the independent car company," Laurendeau said. "Work with someone you trust and who is staying up-to-date on digital trends to ensure a proper ROI." ABOUT THE AUTHOR Chad Frazell sits on the board of directors of The Web Guys, a web design and Internet marketing agency in Carmel, Ind., that works with independent car rental companies to connect and engage with customers online.