The world of marketing is constantly changing. In the automotive industry, car dealers are constantly looking for ways to stay ahead of the competition. What was acceptable years ago is no longer a trend in 2022. While radio and print still play a role in car dealer marketing, a solid online presence is what car dealers seek now. Today’s consumers are online so if you’re not taking advantage of the ways to reach them online, you’re losing potential customers to your competitors. Online strategies like local SEO, PPC, email marketing and social media are important in today’s marketing tools.
Digital marketing in the automotive and car dealer industry has changed over the years. We put together a Guide to Car Dealer Marketing. This guide will show you what marketing trends are most important for car dealers to embrace and how each of these can work together to help you attract and retain today’s car buyers.
Car Dealer Marketing- Is it important?
More UK Car buyers would be happy to buy their car online. Online car buying has become the norm and thanks to the pandemic, more Brits prefer this. It’s an easy and quick process. Not every car buyer enjoys the hassle that comes with visiting showrooms. Now, you can even buy a car from the comfort of your home without any pressure, or plenty of paperwork. Ensuring a positive and smooth-as-possible customer experience is key to improving the buying process. It also makes creates loyal customers.
Difference between digital marketing and traditional marketing for a car dealerships
The difference between these two forms of marketing is how they interact with customers. Traditional marketing offers a limited level of interaction – it’s almost impossible for people to interact with billboards or radio adverts. Not until the potential car buyer steps foot in your showroom, you have no interest whatsoever.
When it comes to Digital, the online world you can interact with potential buyers across various channels. You’re able to interact, educate and provide relevant information which might inform their desire to buy from you.
There is so much information available online. Potential car buyers are constantly searching the Internet for answers.
To help you set up your car dealership business here are a few key marketing strategies to get started.
Pay per click is an important tool in your car dealer marketing arsenal.
PPC allows your car dealership business to show at the top of the search engine results page (SERP). For your PPC car dealership campaign to be successful, you need to research the competition, understand what your customers are searching for and know how to create ads that speak to them.
You can create different campaigns to target different customers – those searching for new cars, those in need of used cars or even more specific like a particular model.
The automotive and car industry is highly competitive. You need to make sure you show up every time your competition does.
Create Good Content
Blogging is a great way to rank high on search engines.
If you’re not blogging, now is the best time to start. If you’re already familiar with it, it’s time to up your content marketing strategy. People but from those they trust. Blogging is one way to build trust with potential customers.
As a car dealer, your buyers have questions. Write a blog with tips and strategies when buying a car. Always strive to keep them informed and educated.
Advice like this will be helpful to buyers and providing such information will help you build trust and a strong relationship.
Not sure what to blog about? We compiled a list of potential blog topic ideas here.
Social Media for Car Dealers
A large percentage of car buyers are daily on social media platforms like Facebook, Twitter and Instagram. There’s so much rave and hype on social media so it’s important you focus on where your customers are. Create content that aligns with the goals of each social media platform.
Examples of content to share on social media include – behind-the-scenes videos, special deals/promos, how-tos, new arrivals and reviews. If you’re not taking advantage of how easy and affordable it is to market on social media, you are missing out on a great way to connect with your target audience and grow your business.
The key is to share content that resonates with your target audience
Email marketing for car dealerships is another way to reach potential customers easily. Never underestimate the power of emails for your car dealer marketing.
You can either collect personal details from those who have visited your showroom or collect contact information from those interested from your website.
A good rule of thumb is to create and send emails without sounding ‘salesy’.
Sending out emails is a great way to stay top of mind with customers. Not every email subscriber is ready to buy. However, regularly sending out emails reminds them of your business when they are ready to buy a car.
You can send a weekly email sharing details about new car models, prices, and specifications. This helps you stay in touch with subscribers.
- Send out emails that provide useful tips. You can link this to some blog posts on your website
- Offer discounts
- Ask for customer feedback
- Send out surveys
Influencer marketing is not a new term in the digital world. A lot of industries are embracing it. People are likely to resonate with brands associated with celebrities.
Having an influencer is about associating important and popular people with your brand.
Who are the popular sport professionals in your city? Who do your customers admire?
This helps to build a connection that inspires your customers and gives them a chance to hear your car dealer marketing message through the voice of someone influential.
SEO for car dealerships
SEO for car dealers is a must.
Implementing local SEO in your car dealer marketing allows your business to appear on search engines. It increases your visibility and chances of showing up on Google.
Some of your potential buyers will find your website directly (by typing it on Search engines). Others will find you when searching car-related keywords through a search engine. The latter is SEO.
What is strong car dealer marketing without a solid website? Your website is the first impression potential buyers have of you. Always make a good first impression! Your website is key to your car dealership success.
What some car dealers don’t know is that before a buyer contacts you, they first check out your website. If your website isn’t appealing and easy to navigate, they will leave and not come back. To impress them, make sure your website is responsive and well-maintained.
Video Marketing for Car Dealers
Did you know that video drives more organic traffic?
Videos are a great way to showcase your knowledge. It’s a great way to connect with customers and show them exactly what you have to offer.
With a good video marketing strategy, you can create comparison videos, how-to’s, showcase your showroom or tell a story about your brand.
For example, you can create a video of some of your new arrivals. This helps to build interest and bring in new potential customers.
Ignoring these marketing strategies sets you up for losing prospective customers. Car dealer marketing just like any other marketing takes time. It’s not a one-time process. As the digital world and taste of consumers keep evolving, so also your strategies and tactics must evolve to meet their needs.
For a car dealership, digital marketing plays a key role in attracting and retaining customers.
- Great high-quality content your audience will be interested in
- Don’t underestimate the value of SEO
- Video creates more engagement
- A good PPC campaign brings customers and drives more sales
- Personalize your emails
- Connect with your customers on social media
As an automotive industry, pay attention to your target audience, be abreast with current Digital trends, test and measure to see what worked and what needs to be improved.
As a car dealer, what marketing strategies are you looking to add or improve in 2022? Reach out to us and let us know how we can help make your car dealership marketing goals a success.