Selling cars online, both new and used is probably the hardest nut to crack. The world is swiftly transitioning to buying online. However, there is still widespread cynicism when it comes to purchasing vehicles on the internet. This is because buying a car is an emotional decision for an individual and also, a really expensive one.
However, the dealerships that crack the marketing code are making profits like never before.
According to studies, customers spend 59% of the total time on online research while on the buying journey.
If you want to see a consistent stream of customers on your dealership’s website, you have to hit all the marketing and advertisement chords right. How?
Let us introduce you to the dealership marketing tactics that are non-negotiable need of the hour.
How do I make my dealership successful?
You already might be aware of the basics of running a car dealership business, but it takes more than that to be successful. We can’t stress enough how important it is to drill down into the nitty gritty to understand your particular market.
However, here’s a list of some tips and tricks that might help you prepare a prosperous auto dealership marketing strategy.
Dealership Marketing Tips to Build a Solid Sales Lead Funnel
1. Research the market and offer what people want
Owning a car dealership in Vegas is not the same as owning a car dealership in LA. The markets are different. If you don’t know anything about your market, research your area’s demographics and learn your region’s car-buying seasons, customer preferences, etc.
The buying capacity of regional buyers matters a lot. Make sure you know who you are catering to.
2. Create S.M.A.R.T goals
So you know what your dealership is trying to achieve. But have you planned the vision on paper?
Is your ambition specific? Or are you trying out too many things resulting in vague results? How do you measure these goals? Are the numbers realistic and attainable? How are your goals relevant to the growth and sustainability of your business? What time frame have you decided to get the things done?
3. Discover the type of marketing that fits your requirement
Dealership marketing is essential. However, the methods you choose should align with where you see your business years down the line.
For example, with the advent of the increase in purchasing cars online, dealerships are focusing more on digital and social media marketing than ever.
Standardize and do it right.
5 Dealerships Marketing Strategies That Are Non-negotiable Need of The Hour
1. Social Media Marketing
Social media is critical. A whopping 4.62 billion people all over the world are using at least one social media platform.
Having said that, we don’t need to emphasize how crucial social media marketing is for dealerships. Platforms like Facebook and Instagram have opportunities for businesses to share engaging content so that they are able to interact with people all over the world.
Create an emotional connection with your target buyers on social media platforms and see the magic happen.
2. Digital Marketing
Creating a website and optimizing it for search engines is the first and essential step for dealerships to start selling online.
There are many different steps that go into SEO, such as keyword optimization, building backlinking, optimizing a website for quick load time, including high-quality inventory images, etc.
By improving your website’s SEO, you can extend your offerings to almost everyone in your addressable market that is searching for cars on Google.
3. Content Marketing
It’s important to share your expertise with people in the community who are passionate about cars. Readers love reading education articles that let them learn new things without fail. Your passion for vehicles will show as well!
But there is more to content marketing. It is one of the most solid SEO tactics that can shoot up the traffic by thousands. Try building a keyword-optimized blog that not only includes articles but also infographics, FAQs, video content, etc.
4. Collaborations (Partnership Marketing)
Creating a dealership marketing partnership with another company can be very beneficial in the long run. This is called Partnership Marketing.
This is done through co-marketing initiatives which can include either content creation or cross-promoting your products and services together on each other’s websites.
5. Email Marketing
Emails are of vital importance to any automotive marketing campaign because it offers the possibility of one-on-one interaction with your customers. When compiling an email campaign, it’s important not to assume anything. Be sure that each message you send out is unique, relevant, and enticing to not waste any time (and money) on people who aren’t ready for the sale yet.
Get your list ready. Make sure it is accurate and specific to your offerings. Get your team involved in cold e-mailing, sending out newsletters, tracking follow-ups, and more.
How much do car dealerships spend on marketing?
The first impression is nearly everything. That’s why automotive dealerships make sure that the second their store opens, customers are able to walk in.
Traditional advertising mediums cost much more than digital marketing per vehicle sold – approximately $1,581 spent per vehicle sold. On the other hand, automotive dealers spend – approximately $150 per vehicle sold on digital marketing.
How does a car dealership attract customers?
People say that marketing for a car dealership is a necessary evil. That doesn’t mean you shouldn’t do it.
In fact, this is all the more reason to devise the right dealership marketing tactics in an online space. Do this to stand out among competitors.
There are plenty of ways dealerships can attract customers both online and offline-
- Social media marketing
- Pay-per-click ads
- Attending fairs and community events
- Serving a top-notch customer experience for word of mouth, and more.
Running a business without being visible on the internet is not the way businesses succeed in the 21st century. However, there are a lot of ways to promote your dealership while staying true to its unique identity in the automobile industry. With these tips, it’ll be more accessible than ever to make sure that happens.