People buy cars every day, and 95 percent of those people start the process by researching online before pursuing a purchase. That’s the marketplace every auto dealer is facing. Digital marketing is no longer optional; it’s a necessity.
It Starts with Understanding the Journey
A car is one of the most expensive purchases a consumer makes. The average new car is $48,401, and the average used car is $25,415. Consumers aren’t going to plunk down that much money without a little research. And that’s what they’re doing.
The digital revolution has changed consumers’ approach to buying cars. Instead of heading to a car lot, checking out prices, and comparing them to their competitors, consumers can do it all from the comfort of their homes—or even their phones. They can easily visit manufacturers to get suggested pricing, then head to aggregate sites like Carfax and Autotrader, where they can browse makes and models to better understand pricing.
When they walk in, they’re educated. They’ve narrowed down their choices. They are ready to negotiate. They’re ready to buy.
Of course, being online also gives you an advantage. Consumers may search through manufacturers’ sites and view cars from all over the country. But they still head to local dealerships to complete the transaction. The number of dealerships visited before purchase is falling.
Why Your Dealership Should Consider Digital Marketing
You put a lot into your dealership. Build a comfortable sales floor. Heavily promote it throughout the community.
Yes, you are community-driven. But even locals know how to gain information online before they leave their homes to shop. To generate new leads, improve visibility, and create a unique experience for your prospects and customers, it’s important to have a digital marketing plan.
Generate Leads
Digital marketing gives you an easy way to interact with prospects during the research phase. When you build a robust online platform, you can answer questions, post updates, and actively participate in online conversations while consumer are doing their research. This isn’t an afterthought; it’s about having a team actively promoting what you do during regular business hours. It’s about being there and building trust and credibility while prospects are making decisions.
Increase Visibility
Google is the behemoth of the industry, processing 99,000 search queries every second. Your goal is to be where searchers are looking, located in the top rankings or search results pages (SERPs). This means understanding what searchers are looking for and creating an online marketing plan that produces results.
Creating Unique Customer Experiences
Consumers want better online experiences, so give them what they want. With so many online resources available, it’s easier than ever to craft a web presence that motivates buyers. Working with digital marketing experts can help you target consumers in real time, identify consumers most likely to be receptive to your marketing, and create a funnel to increase your chances of completing the sale.
Auto Dealer Digital Marketing Strategies to Consider
With so many tactics available to you, it’s hard to know where to invest your time and money. We’ve worked with many auto dealers in the past and know some of the most effective strategies include:
Search Engine Optimization (SEO)
Most car buyers start their research in the comfort of their own homes. That means the better the user experience on your website, the greater the chance you have of a consumer choosing to connect with you. SEO is a digital marketing tool that helps place your business where people are looking—at the top of the SERPs. The more keywords you can utilize in your plan, the better suited your site will be to show up where your prospects are looking.
Organic Social Media
Convinced you don’t need social media accounts? Think again. Your car dealership could greatly benefit from creating social media platforms that give consumers information, fun, and entertainment. Share relevant and helpful information to grab attention. Engage in conversations. Why not show happy customers with their purchases? Or showcase the latest and greatest models as they drive through your doors?
Social Media Ads
As you build up a presence, you can use your content to push it further into the platform. Sponsor ads, and you’ll be where potential customers are browsing. You can create focused ads based on learning more about your demographics. Your auto dealer digital marketing plan can map out your customer avatar and then create visuals that appeal to that market. This helps you connect better with your ideal customers, builds brand awareness, and increases visibility over time.
Retargeting
Consumers may visit a lot of sites during the research phase. While heading to manufacturers’ websites can give them details about specific models, local dealers provide information about completing the purchase. These consumers are ready to complete the sale. And once they visit your site, you can use retargeting to give searchers a gentle nudge back into your site as they continue to look around. Website visitors who are retargeted with display ads are 70 percent more likely to return.
Local Influencer Marketing
Influencer marketing is increasing in popularity, and it doesn’t take giant followings to increase business. Working with local influencers with a few thousand followers can help promote your brand and increase authority and credibility. Many people view influencers as friends, so getting their recommendations can be a big boost for business.
Digital Marketing as an Auto Dealer – Is It Right for You?
Digital marketing can seem a bit overwhelming. You’re not a marketer; it’s not your expertise. Whether you’re testing the waters for the first time or moving forward with a campaign strategy you’ve tried before with little success, it’s important to have the resources behind you to help you accomplish your goals. Digital marketing can be challenging. Luckily, we have years of experience and have helped other dealerships just like yours.
With so many tools available, it’s critical that you narrow your goals, choose your strategy, and track data along the way. We can help you with all of that and more.
