Buying a new vehicle, or buying a pre-owned vehicle has become a much different process than it was in the past. Instead of kicking tires at a dealer lot, the consumer’s focus has shifted to the online arena. That is why we must change the way we look at auto dealer marketing. Let’s explore the different methods through which we can meet the consumer’s evolving needs and interests.
Before shooting into hyperspace, let’s take at a look at a couple of the stalwarts of the trade; the first of which being the old fashioned physical dealership. High-pressure sales, bad suits and worse coffee. These are the things that immediately jump into mind. These have become tropes associated with the old guard, and consumers are sick of it. What they are looking forward to is an “experience.” Make the thought of buying a new vehicle something they don’t mind spending an afternoon doing. Think about ways you can enhance the customer experience, anywhere from door prizes to curated music and snacks and drinks. Read more!
No matter how much we change and evolve, one thing that remains paramount is the ability to communicate to the customer, in plain and persuasive terms, what we offer. This is why good content, whether it be on a webpage or brochure, is so important. Never downplay the importance communication; it both informs and allures the customer to your brand.
SEO In Dealer Marketing
For those of us who are still playing a bit of catch up, this means “search engine optimization.” This requires a knowledge of how search engines operate and what words need to be used for a webpage to end up in a SERP (Search Engine Result Page). SEO results in your website getting more hits, which, if one has good web content, will result in more physical dealership visits and sales. Furthermore, you must have a good knowledge of local SEO, as in what creates web-traffic in your specific location. Account for this heavier influx of visitors by optimizing your website for more visitors.
Even if all of these previously mentioned steps are taken, they will fall on deaf ears, or blind eyes if your website is not immediately appealing and user-friendly. Presentation is key, and these following steps will help you connect with your potential customers.
– Video Content- Use the “show don’t tell” approach. Interests are more quickly piqued through an attractive, informative short video than through written content
– Keep It Simple- Do not over-clutter. Make pathways easy to follow and have a sheen of professionalism.
– Keep Brand In The Forefront- Even though someone has stumbled upon your website, you need to keep it clear that it is your company that it is representing. Chances are the customer will be doing a fair deal of shopping around, and you need to differentiate your page from the competitor’s. Keep a logo in sight and a consistent color scheme.
– Go The Extra Mile- Create bonus content; whether it is a sweepstakes, or a trivia feature, this will create a personal impact for the visitor to the site and make your brand more memorable than the competitor’s.
While these are only a few examples of how you can better attract the business of your consumer base, they should no less emphasize the importance and ever-changing landscape of marketing to increase leads and sales. It is our responsibility to adapt and grow with our customers, and as we move further into the digital age, these dealer marketing methods are changing more than ever. Buckle up. Click here for more information: https://smallbusiness.chron.com/marketing-ideas-selling-cars-56360.html