Understanding Automotive Internet Marketing
These days, customers in the market for a new car have numerous options. If you want to get feet in the door of your car dealership, you need to use all the latest automotive digital marketing strategies to best the competition. Here are some of the key tactics for success in the complex and ever-changing world of car sales:
Search Engine Optimization
According to G/O Digital, 30 percent of car shoppers visit search engines as the first step on the car-buying journey. That means SEO or search engine optimization is a crucial step in the automotive online marketing process.
Customers can’t purchase a car from you if they don’t know your dealership exists. To make sure your SEO strategy is effective, start by assessing and updating the content on your page to increase its odds of rising to the top of the search engine results. Along with evaluating the actual website copy, you should make sure your pages are targeting the right keywords to drive traffic. Additionally, a solid SEO strategy includes subheads, link building, title tags, and more.
Lead to Conversion’s team was knowledgeable and highly responsive to any questions or concerns. Regular meetings and a depth of local demographic understanding informed their optimization choices, resulting in significant growth. Organic traffic, bounce rates, site engagement, and load times have all improved.
Content marketing one of the most popular strategies among automotive digital marketing companies because it’s effective. Increase the odds of customers choosing you over your competition by providing them with informative blogs, vehicle reviews, buyer testimonials, and more. Not only does this strategy help position you as an industry expert, but it also boosts your SEO.
Email marketing can be an effective strategy for car dealers, but not all emails are designed to convert. In fact, G/O Digital’s research shows that 35 percent of car buyers want to receive emails customized to their interests, while 28 percent said they would open an email if it mentioned a car style or model they were seeking. On the other hand, 23 percent of survey respondents said they would be less likely to visit a car dealer after receiving a vague or impersonal email. Clearly, email marketing can work in your favor or against it, so take care when crafting messages for your target market.
Facebook isn’t just for catching up with old college pals or perusing the latest headlines. On the contrary, social media is a popular shopping destination among car consumers. In fact, CMO Council’s research reveals that 25 percent of car buyers discuss their intention of purchasing on Facebook prior to pulling the trigger. Almost 40 percent say they will consult social media pages before buying. Not only do social sites connect car shoppers with one another, but they also offer dealers the opportunity to boost brand loyalty.
If you want to take your social media marketing to the next level, refrain from making all your posts “salesy” in nature. Rather than using all your content to highlight sales and events at your dealership, aim to educate and entertain prospective customers. For example, you could inform shoppers about the latest automotive technologies, share reviews and testimonials from happy customers, and post fun facts about the history of the automotive world. Additionally, you can engage customers in conversation and respond to their questions. And of course, the visual medium of Facebook is perfect for posting pictures of your inventory.
It’s true that car buyers are doing more research online these days. However, that doesn’t mean they’re sitting down at their desktops or laptops. In fact, a Facebook study shows that 27 percent of auto shoppers are researching purchases on mobile devices. And 58 percent of shoppers say that they will probably only use their smartphone for car research moving forward. With that in mind, auto dealers who don’t take time to develop their mobile websites will likely miss out on a large number of sales.
As an auto dealer, digital marketing is a key aspect of your business. However, you can’t fully harness the power of this medium if you don’t look for ways to connect with a local audience.
While the internet makes it possible to shop for goods around the world, many consumers still prefer to do their buying a little closer to home. According to ad network, 43 percent of Google searches on PCs and mobile devices have local intent. In other words, nearly half of searchers are looking for products or services in their own backyards.
Furthermore, auto dealers who don’t take advantage of local traffic might be missing out on numerous potential sales opportunities. Research shows that 78 percent of local mobile searches result in online sales. If you want to drive more traffic to your website – and increase sales at your dealership – make an effort to improve your local ranking by claiming and verifying all business locations, responding to customer reviews, and posting high-res images of your products.
Additionally, auto dealers should be sure to take full advantage of their Google My Business (GMB) listings. Without a GMB, your site won’t appear on Google Maps or in that box to the right of the organic search results. Known as the Knowledge Panel, this space provides specialized information about your dealership based on a user’s search query.
You should also make sure your NAP (name, address, and phone) information is consistent wherever it appears online. The last thing you want is for customers to show up at your dealership at a time when you’re closed for business. Additionally, Google penalizes sites that aren’t consistent in their spelling and other info, so mistakes could have a negative effect on your SEO.
Get A Team of Automotive Digital Marketing Experts
Once upon a time, families chose their new cars by going down to the local auto dealer and taking a walk around the lot. Those days are long past. Today, automotive digital marketing is a far more complicated prospect, and car sellers need to pursue a wide range of strategies from SEO to PPC and everything in between.
Still, mastering the art of auto digital marketing is easier said than done. According to Brian Pasch, founder of PCG Companies, only a small number of customers convert from lead forms, web chats, and phone calls. However, auto buyers are spending an increasing amount of time researching their purchases online before heading to the dealer. That means digital marketing for car dealers is a crucial step in the buying cycle.
Digital media has opened up a whole new world of possibilities for car dealers to effectively and efficiently market to their target audience. Competition is stiff in the automotive industry, but you can set yourself apart with the right tools and strategic car dealership marketing campaigns.
There are many ways you can customize digital marketing best practices to sell cars, and here are five tips to get you started.
Automotive Dealer Digital Marketing Best Practices