Businesses often change their names. Kentucky Fried Chicken officially changed its name to KFC in 1991. Dunkin’ Donuts officially changed its name to Dunkin’ in 2018, and Pepsi was originally called “Brad’s Drink.”
In the world of car dealerships, name changes usually occur after a change in ownership or when one dealership merges with another.
No matter the reason behind the name change, there are important steps to take to ensure a smooth transition for your dealership.
Obviously, there is paperwork to be filed with the secretary of state and other formalities and legalities.
But to keep your revenue steady and even increase leads and sales for your newly named dealership, it’s crucial to let your customers know about the changes.
Let’s take a look at five steps you should take when your dealership changes names.
1 – Communicate the Change On Your Website
When one dealership acquires another, you need to preserve the acquired dealership’s current leads/web traffic. For example, if Smith Automotive is buying Jack’s Used Cars, it’s crucial to let Jack’s Used Cars’ customers know they’ll become part of Smith Automotive and will continue to receive great service.
To communicate this message, follow these simple steps:
- Create a landing page on the Smith Automotive website that clearly announces Jack’s Used Cars is now part of the Smith Automotive family.
- Display this landing page to visitors searching for jacksusedcars.com, with a message like: “Jack’s Used Cars is now part of the Smith Automotive family!”
- Link the old jacksusedcars.com website to the custom landing page, instead of directly to the Smith Automotive homepage. This way, you can track the number of visitors using Google Analytics.
Keep the landing page active for a few months, allowing customers time to adjust to the change.
2 – Spread the Word Through Advertising
Get the word out about the name change using ads, too.
Facebook ads are a great place to communicate a dealership name change while also sharing your inventory or branding messages.
These ads are powerful tools for car dealers, not just because they create great brand awareness, but also because they help you find potential customers who are actively looking for a vehicle. Facebook is always a solid way to generate leads inexpensively.
Google ads are also a great choice, and there are a few options. Google Dynamic Search Ads are those that you see when you search for specific words. They’re found at the top of each search engine results page (or SERP) and have a tiny “AD” call out near them.
Each Google Dynamic Search Ad allows you to include a description beneath your link or URL. This is typically a 90-character call to action, but it’s also a great place to share a name-change message.
Google Display Ads are helpful for retargeting shoppers who have already visited a vehicle description page. These ads show up on the Google Display Network, which includes +3 million websites and apps like CNN, Fox News, and Weather.com.
3 – Redirect Your Web Traffic
When your dealership changes names due to an acquisition, you’ll want to keep and redirect your web traffic to the new website.
Going back to our earlier example, jacksusedcars.com attracted many local in-market car shoppers. You’ll want to retain as much of this traffic as possible.
You should redirect this valuable traffic to Smith Automotive’s website by setting up “301 redirects” that automatically guide visitors to Smith Automotive.
Setting up 301 redirects is crucial for SEO but can be complex. Collaborate with qualified marketing partners to manage this process. They’ll ensure your redirects are set up correctly, preventing issues with search engine indexing.
Important Note: Redirecting an entire domain using services like GoDaddy sends traffic to one landing page, potentially harming user experience and SEO efforts.
4 – Update Local Listings & Social Media
After changing your dealership’s name, ensure you update your information consistently across all key local listing sites such as Yelp, Apple Maps, DealerRater, YellowPages.com, and most importantly, Google Business Profile.
For Google Business Profile, you’ll need to your business name and potentially re-verify your business.
Bonus Tip: Make sure your business hours and address are correct, as searches for “Open Near Me Now” have recently grown over 400% YOY.
Don’t forget to also update any outdated associated social media accounts, like Facebook and Instagram, with your new name and branding/logo. Plus, close old accounts if necessary, especially if a business has been absorbed by another dealership.
Does a marketing partner (like AutoSweet) manage your social media accounts? If so, then our fifth tip is also critical.
5 – Tell your Business Partners
Do not forget to alert your business partners to your name change: Insurance agents, accountants, attorneys, IT partners, the list goes on. There may be ramifications that you haven’t even thought of, and your partners should bring their expertise to the table and help you manage the details you haven’t even thought of.
When it comes to a name change, changing the sign on your lot is the easy part! A lot of planning is required to preserve your sales and revenue, and keep your dealership running smoothly.
These five steps may be just the tip of the iceberg. Planning a name change? Let AutoSweet help. Contact us today and schedule a free five-minute call to discuss your needs.
