Want to know how to give your business’s digital reputation a boost? It’s easier than you might think! Nigel Busby, director of InControl Marketing explains more

CREDIT: This is an edited version of an article that originally appeared in the May/June issue of Dealer Support

“A lot of the dealers we talk to don’t realise they even have a digital reputation or the impact it can have, but it’s something they need to be aware of,” said Nigel. “There are some significant changes on the horizon that could directly affect how your dealer business is rated online, and it’s easy to make mistakes if you’re not informed about what to do and what to avoid. For example, changes are being implemented that will penalise businesses that consistently send emails to recipients who don’t open them, which could harm your online presence.

Staying on Top of Your Contacts

We often see dealers holding onto unresponsive customers in their lists. By updating and cleaning those lists to only include engaged customers, you’ll send fewer emails but see a higher level of engagement.

You need to ask yourself how you’re measuring your efforts – or if you’re measuring them at all. Are you regularly reviewing your data and click-through rates? Do you know who’s engaging with your content and what they’re opening?

We’ve seen how easily these tasks can be overlooked or pushed aside when businesses are under pressure. To help with this, we’ve added new features to our suite of tools. For instance, we’re now integrating social media with email sequencing to enhance engagement, and we’re introducing tags for vertical markets to better track customer preferences and behaviours. One of our most significant initiatives has been the creation of a self-serve industry asset library, which we’re opening to dealers who may not be part of ICM but are using their own platforms.

If dealers put more thought into their digital activity and avoid common mistakes like sending unwanted emails, they can significantly improve their digital reputation. The key is being relevant and targeted. When you focus on that, you’ll see better open rates, fewer unsubscribes, and overall better performance. It’s all about making sure your messages reach the right people at the right time. This is something we’re committed to helping dealers with, because it’s not always clear where to begin.”