Customer purchasing trends have changed; they are adjusting where and how they spend. Unless you change car dealership marketing, your brand will suffer. Hence, building a brand is important for dealerships wanting to sell. Car dealerships must have a brand to remain relevant to their customers. Car dealership marketing and having a presence across channels are important. This will help create visibility and retain potential customers because many people now spend time online researching before purchasing. Car dealers in the US spent $8.19 billion in 2021 on advertising. However, attracting the right customers is tough with increased competition for automotive marketers. Creating an automotive dealership marketing strategy will provide you with tremendous benefits.
What is Car Dealership Marketing?
Car Dealership marketing refers to strategies that are intended to grab the customer’s attention and promote products or services. It thus becomes important to creatively develop campaigns that connect buyers to what they are looking for at every step. Car dealership online marketing helps you connect to these customers and engage them with your brand. As a result, you ensure the customer gets what they want while also making a sale.
Digital marketing for car dealerships will help you reach a wider audience and improve sales. Shoppers nowadays don’t go from dealership to dealership to check out cars to purchase. They do their own research online and don’t rely solely on the information provided by the auto dealership salesperson.
Benefits of Car Dealership Marketing
Discovering what your customers want is a sure way to success. When you invest in a marketing campaign by learning what the customer wants, you can decrease your work and prevent overspending. Here are some benefits of good auto dealership marketing:
The power of social media
Many people use social media and are active on at least one platform, such as YouTube, Facebook, or Instagram. Your presence on these platforms ensures a bigger audience seeing your car listings. Marketing on social media also allows you to specify location and target demographics, thereby increasing brand awareness, sales, customer attention, and engagement.
Before that, researching your competitors will also provide you with the right insights to optimize your strategies. Also, develop content according to search engine pages so that when a customer enters a search query for cars, they land on your website. You can also link your website to your social media accounts so that people who spend the most time there can easily find you. Customers will be able to navigate directly to your website with a click.
Marketing your car dealership on social media is less costly because what can be marketed on Instagram can be marketed on Facebook too. It also reaches a wider audience and targets specific customers across locations, unlike radio and television. Hence, creating dealership marketing strategies that work can prevent overspending on a marketing budget.
Access to Customer Insights
Online marketing allows businesses to track their performance, see how customers interact with them, and whether they reach their target customers. It is vital for your business that you improve the customer’s experience by knowing what type of cars they want. Moreover, the insights will help you discover new markets, grow your business, and customize your marketing campaigns accordingly.
Embarking on a marketing campaign provides you with a powerful means to precisely target the customers aligned with your offerings. Through optimization and customization tailored to individual preferences, your efforts become not just relevant, but remarkably impactful. This approach, in turn, yields improved returns on your investments and cultivates a strong foundation of customer loyalty.
Some tasks are repetitive, such as reaching out to customers and emailing them, and a simple tool can automate all of this. Equipped with advanced capabilities, this marketing tool possesses the ability to not only schedule posts but also seamlessly engage customers through the integration of a chatbot. Additionally, it facilitates the delivery of personalized services to customers, thereby enhancing operational efficiency and streamlining interactions for a more effective and satisfying customer experience.
Automotive Dealership Marketing Strategies
Here are some car dealership marketing strategies to look out for if you are creating a marketing campaign:
A. Marketing Strategies for New Car Dealerships
1) Invest in SEO
When venturing into online marketing, it’s imperative to grasp the art of reaching your target customers through effective digital strategies. A crucial aspect is understanding Search Engine Optimization (SEO) to secure a prominent position atop Google Search Results. It’s important to note that achieving top-ranking status for your business website requires patience, as Google bots need time to acknowledge your online presence and establish its credibility.
You can do this by using keywords or phrases that people use when searching for a product. This can be done by utilizing certain tools available that show which keywords people use most often concerning your business. You can then use these keywords in your content and blog articles that answer common questions about your business.
2) Personalized Marketing
Personalize your marketing efforts according to the customers, as only some customers are looking for the exact vehicle. Some people prefer luxury vehicles; others may be interested in features; others may be concerned with price, mileage, or safety. Understand your customer through their buyer personas, and include them in the car dealership marketing plan through personalized marketing such as emails, offers, or ads.
3) Event marketing
Although offline events may seem illogical since it is important to focus on online efforts. However, this enables you to reach out to new and potential customers outside of your venue. For example, you can partner with local businesses for an event, which will ensure that your brand gets seen by potential local customers. You can also sponsor a team or a festival for brand exposure. You can promote using offers and special services on certain occasions.
4) Share Great Stuff Online
Consistently share high-quality and valuable content on your website and various social media platforms. By sharing content that is informative, engaging, and insightful, you not only showcase your expertise but also capture the attention and interest of potential customers who resonate with your offerings.
5) Encourage Customers to Leave Reviews
Cultivate a culture of feedback by inviting your customers to share their experiences through reviews and testimonials. These reviews, whether positive or constructive, establish transparency and credibility, enabling prospective customers to gain insight into the real-world experiences of others and facilitating well-informed decisions.
6) Use Ads on the Internet
Invest in online advertising strategies to bolster your digital presence. By doing so, paid search ads and other digital advertisements amplify your visibility, ensuring that your products or services reach a wider audience. As a result, this heightened exposure increases your chances of connecting with individuals who are actively seeking solutions that align with your offerings.
7) Make Test Drives Awesome to Sell More
Elevate the test drive experience to create a lasting impression on potential customers. By meticulously crafting an experience that showcases the unique features and benefits of your products or services, you’re not only instilling confidence but also igniting a desire to own what you have to offer.
8) Answer Fast When People Contact You
Swift responsiveness to inquiries and leads conveys your commitment to excellent customer service. Timely replies demonstrate respect for your customers’ time and reflect your dedication to addressing their needs promptly, enhancing their overall experience and trust in your brand.
9) Send Helpful Emails or Texts
To foster ongoing engagement and build relationships through strategic email or text communication, firstly, consider sharing relevant information, tips, and updates. Subsequently, you can establish yourself as a valuable resource and build rapport with potential customers. In doing so, you ensure that your brand remains top-of-mind as they progress through their decision-making journey.
10) Get Noticed Locally
Harness the power of local marketing tactics to establish a strong presence in your community. Participating in local events, collaborating with neighboring businesses, and optimizing your online profiles for local searches reinforce your connection to the community, making you the go-to choice for individuals seeking local solutions.
B. Marketing Strategies for Used Car Dealerships
There has been a shift in people’s purchasing habits, which is why dealerships also have to change their used car marketing strategies.
1) Know your market
Knowing your market and using that knowledge to gain an advantage over your competitors is effective. Know what customers want and need in terms of price. You can also research the competitor’s pricing. You must also monitor the inventory and analyze data to avoid an out-of-stock situation for in-demand cars.
2) Extend your search area and location
Customers are willing to travel to car dealerships if they have used cars they are looking for. So, focus on marketing locally as well as in other locations.
3) Be transparent about pricing
Pricing is one aspect of marketing that makes users want to visit your website and buy from you. Refrain from being dishonest about the pricing because consumers wanting to purchase used vehicles have done the research and know how much they want to spend.
4) Provide online selling
Ensure that customers can buy cars from your website. Giving them that option will enable customer retention and reliability. This will also ensure brand exposure and marketing automatically through customers.
5) Invest in video marketing
Videos help make a sale faster, but every customer is different. Some prefer to read, while others prefer to watch a video before obtaining information. However, it is wise to invest in video marketing because it creates an impact and attracts customer attention.
Studies show that 65% of consumers chose a vehicle after watching a video. More than 60% of the consumers will visit the dealership’s website after watching the video. Car dealer video marketing can include test drives, “how-to” tutorials, or services and features your dealership has to offer.
6) Leverage social media
Harnessing the transformative power of social media can revolutionize your approach. By concentrating your marketing efforts for used car dealerships on these platforms, you gain the ability to connect with your target audience regardless of their location. This strategic move not only fosters interest but also generates valuable leads that drive traffic to your website.
7) Put an Emphasis on Team Training
Prioritizing team training is the cornerstone of success in any business. By investing in continuous learning and skill development, your team becomes better equipped to deliver exceptional products or services. This not only enhances efficiency but also fosters a culture of excellence, ultimately boosting customer satisfaction and loyalty.
8) Make It Easy for Potential Customers to Contact You
Streamline the process for potential customers to reach out by ensuring that your contact information is easily accessible across various platforms, spanning from your website to social media channels. This seamless communication journey not only fosters trust but also facilitates effortless inquiries, ultimately heightening the likelihood of conversions and fostering enhanced customer engagement.
9) Focus on Building Customer Loyalty
Building strong customer loyalty involves delivering consistent value and exceptional experiences. By understanding your customers’ needs, providing personalized solutions, and offering loyalty programs, you foster lasting relationships. Loyal customers not only bring repeat business but also act as brand advocates, attracting new clientele.
10) Reengage Past Customers
Harnessing the untapped potential of past customers is a strategic imperative. Reach out to them with tailored offers, exclusive promotions, and personalized communications. This deliberate approach rekindles connections, reignites interest, and fosters repeat purchases. Moreover, it holds the promise of cultivating referrals, effectively maximizing the expansive growth potential that lies within your business.
Tips for a Successful Car Dealership Marketing Campaign
Many people will research online before purchasing a car, which is a challenge as competitors are fighting for their attention. To reach the target audience effectively and drive up sales, dealerships must focus on their marketing efforts. Here are a few tips for a successful dealership marketing campaign.
Recognize Your Target Audience
This is so important that it sits at the top of our list. Customers will have different interests, and their preferences and needs will vary. Dealerships need to consider this and optimize their channels accordingly.
Have a great website
In addition to knowing about the target audience, it is great to create a website. Your website is responsible for conversions. This is because it will be the first thing your customers see. Having a seamless and personalized experience while they are looking for products that benefit your business is important. So, if you don’t maintain a digital presence, your offline presence won’t matter either, and you will have missed a huge opportunity.
Ensure that the site loads fast and has quality images. Customers should be able to get all the information about the car, such as make, model, fuel efficiency, price, and other features, from the website. Also, ensure your website is mobile-friendly, as many people now shop and research on their smartphones.
Update Your Online Presence
It is equally important to keep updating your website. If your website gets too old, it will disappoint the customer. Ensure that your online presence is professional and relevant to your business. You also should track your performance to see how your car sales marketing strategies are working to ensure that you are putting your efforts in the right place.
Have good online reviews
Customers will naturally skip a dealership with low ratings and reviews. It is necessary to go beyond the three-star mark; however, do not fake reviews or ratings. This will also automatically be considered negative by the search engine.
Active engagement with customers is pivotal. When they share a glowing five-star review, expressing genuine gratitude is essential. Similarly, when encountering a negative review, promptly responding and proactively addressing the concerns showcases your commitment to resolving issues. This responsive approach ensures customers feel valued, trusted, and heard, fundamentally shaping your business’s trajectory in the realm of auto dealer marketing.
KPIs to Measure Dealership Marketing Success
Key Performance Indicators (KPIs) play a pivotal role in gauging the effectiveness of your dealership marketing efforts. Here are crucial KPIs to assess your car dealership marketing success:
1) Website Traffic
In the realm of car dealership marketing, your website remains an indispensable marketing tool. By meticulously monitoring the traffic it attracts, you can gain valuable insights into both your online visibility and the efficacy of your strategies.
2) Lead Conversion Rate
While generating leads is essential, measuring how many of these leads actually convert into customers provides a clear picture of your marketing campaigns’ impact on driving sales.
3) Cost per Lead
Calculating the cost per lead is essential in evaluating the efficiency of your marketing budget. Furthermore, it indicates how much you’re spending to generate each potential customer.
4) Customer Satisfaction
Satisfied customers, undoubtedly, are more inclined to evolve into repeat buyers and enthusiastic brand advocates. By conscientiously monitoring customer satisfaction levels, you gain a tangible indication of how effectively your dealership’s comprehensive marketing and dedicated customer service align with and meet customer expectations. This insightful analysis not only informs your strategies but also solidifies your position in the competitive landscape, ultimately contributing to sustained growth and success.
5) Marketing ROI (Return on Investment)
To gain valuable insights into your marketing strategy, firstly, determining the return on investment from your marketing efforts is crucial. Subsequently, this analysis helps you understand whether the resources invested are translating into tangible results in terms of sales and revenue.
6) Tracking Sales and Revenue Metrics
Ultimately, tracking actual sales and revenue is a definitive measure of your marketing success. Furthermore, monitoring sales trends and revenue generated directly from your marketing campaigns provides a concrete assessment of their impact.
7) Monitoring Customer Satisfaction and Retention
Monitoring customer satisfaction and retention rates provides a valuable window into the enduring success of your marketing endeavors. Moreover, contented customers are statistically more inclined to make repeat purchases, solidifying their role as loyal patrons of your brand.
8) Analyzing Website Traffic and Online Leads
Beyond just website traffic, moreover, analyzing the quality of leads generated online gives you a better understanding of the effectiveness of your online marketing strategies.
9) Measuring Advertising and Marketing Effectiveness
Assess the performance of distinct advertising and marketing channels to discern their impact. Subsequently, identify which platforms are driving the highest levels of engagement and conversions. Through this process, this crucial analysis provides valuable insights that enable you to fine-tune and optimize your marketing endeavors effectively, ensuring maximum impact and returns.
10) Evaluating Inventory Turnover and Aging
Monitoring inventory turnover rates and aging helps you manage stock levels efficiently. It ensures that your marketing efforts are in sync with inventory movement and sales trends.
By giving due attention to these essential KPIs, consequently, you can holistically evaluate the success of your dealership marketing endeavors. Additionally, this practice empowers you to make well-informed decisions and consistently fine-tune your strategies. As a result, you can drive towards the attainment of optimal and exceptional results.
Tools to Accelerate Your Marketing Efforts
In today’s fast-paced digital landscape, effective car dealership marketing requires more than just creativity and strategy – it demands the right tools to amplify your efforts.This collection of tools presents a comprehensive range of resources aimed at enhancing various aspects of your marketing strategy.Let’s explore these tools that have the potential to reshape your marketing approach and boost your brand’s reach and impact.
|Spyne AI||Revolutionizing Visual Content Creation||Yes||Additional cost for premium services|
|Semrush||Comprehensive SEO and digital marketing toolkit||Yes||Additional cost for premium services|
|Mailchimp||Email marketing platform for engaging campaigns||Yes||Additional cost for premium services|
|Google Analytics||Powerful web analytics to track site performance.||Yes||Additional cost for premium services|
|Buffer||Social media scheduler for efficient content sharing.||Yes||Additional cost for premium services|
|buzzsumo||Uncover popular content trends for better strategy.||Yes||Additional cost for premium services|
|Trello||Visual project management tool for teams.||Yes||Additional cost for premium services|
|Ahrefs||In-depth SEO analysis and competitor research||Yes||Additional cost for premium services|
|Getresponse||All-in-one marketing platform for campaigns||Yes||Additional cost for premium services|
|YoastSEO||WordPress plugin for optimizing site content.||Yes||Additional cost for premium services|
|Piktochart||Create captivating infographics and visuals.||Yes||Additional cost for premium services|
|Hootsuite||Manage multiple social media platforms effortlessly.||Yes||Additional cost for premium services|
Whether you’re seeking to revolutionize visual content creation, optimize email campaigns, or analyze web performance, this guide will delve into both free and paid options that can significantly elevate your marketing game.
How Spyne Can Help with Car Dealership Marketing
Research states that 90% of people consider images extremely important in the car buying process. However, only 89% of used-car dealers use high-quality, studio-grade photos on their websites. This means car images that look bad impact the customer experience, take longer to sell, and stay on the lot longer, leading to higher costs. This affects your business growth.
Spyne helps you showcase your cars with studio-grade photos without needing a studio or photographer. You can choose from more than 100 showroom backgrounds and customize the image according to your preference.
Spyne also allows you to showcase cars from all angles and create 360° spin car videos for an immersive customer experience. It also masks the number plate, tints the windows, and removes the reflection. You can also enhance interior images.
In this rapidly evolving landscape, those who masterfully blend tradition with cutting-edge innovation will seamlessly navigate their journey towards enduring triumph, fostering unwavering customer allegiance along the way.In the dynamic and rapidly evolving landscape, those who adeptly master the delicate balance of blending time-tested tradition with revolutionary cutting-edge innovation are poised to seamlessly navigate their transformative journey towards resounding and enduring triumph. This strategic approach not only fuels unwavering customer allegiance but also paves the way for an unparalleled competitive edge, all along the remarkable trajectory of progress.