In a constantly disrupted environment, auto dealers MUST increase customer engagement.
On the latest episode of the podcast, we’re talking about how auto dealers need to start building solid customer relationships now, in order to create a solid foundation going forward. Disruption is everywhere in the auto industry – self driving cars, the push away from fossil or combustible fuels, the ride sharing economy… it seems that nearly every circumstance is conspiring to prevent auto dealers and the automotive industry from being profitable in the future.
[LISTEN: Auto dealers optimize mobile campaigns – PODCAST EPISODE]
Auto dealers have long had the luxury of maintaining inventory and being able to provide immediate satisfaction for customers who are searching for a new vehicle. Today the internet makes it possible for consumers to shop all car dealers at once, look for better deals, and search inventory on a nationwide basis. Margins are becoming slimmer, customers are driving harder bargains, and the general feeling is that traditional auto dealers are going the way of the dinosaurs.
So how can automobile dealerships compete with the internet? With the rise of data and information that’s freely available? With the disruptive influences of global climate change, the push towards the sharing economy and the generally increasing costs of ownership? What does a smart vehicle dealer do to combat these enemies?
Does mobile marketing really help an auto dealer to build a bigger customer base?
As we discuss in the latest podcast episode, auto dealers who don’t bring their marketing and engagement efforts into this century – and fast – will find themselves left behind, likely standing there bewildered and wondering what the heck just happened to them. Of course this is all preventable, rather easily, but it’s going to take some work and some effort and some serious strategization to create comprehensive engagement campaigns instead of just trying to sell a few cars.
The most important thing we talk about in this week’s episode is how to get a solid strategy setup, what to include, how to make it work for any specific situation – not just a plan for one type of auto dealer setup. We’re also walking through the list of obstacles that are popping up right and left – everything from Google’s self driving cars in Phoenix to EU countries who are banning the internal combustion engine in rather short order.
Now’s the time to start thinking about the future, or else you’ll be left behind in the past. It’s not rocket science, but it does require some critical thinking and the willingness to put the effort in before it’s too late.
Revving Up Sales: Modern Marketing Strategies for Auto Dealers
The automotive industry is in a constant state of flux, and customer expectations are evolving rapidly. Traditional marketing tactics alone may not suffice for dealerships in the modern age. Here’s a roadmap for auto dealers to navigate the changing landscape and achieve success through effective marketing strategies:
The Customer Journey in the Driver’s Seat:
Today’s car buyers are digitally empowered. They conduct extensive research online before setting foot on a dealership floor. Dealerships need to be present throughout this online journey, offering valuable content and building trust before the sale.
- Embrace Content Marketing: Create informative blog posts, social media content, or video tutorials addressing common car buying questions, vehicle comparisons, and financing options.
- SEO Drives Discovery: Optimize your website and online listings with relevant keywords to ensure your dealership appears high in search results when potential buyers research cars or dealerships in your area.
- Embrace Transparency with Virtual Showrooms: Offer high-quality virtual tours of your inventory, allowing buyers to explore vehicles remotely and at their convenience.
Building Relationships in the Digital Age:
While the internet plays a crucial role, human connection remains vital. Here’s how dealers can bridge the digital and physical gap:
- Respond Promptly to Online Inquiries: Potential buyers expect fast responses to online questions. Implement a system to promptly address inquiries through chatbots or dedicated staff.
- Social Media Engagement is Key: Actively engage with potential buyers on social media platforms. Respond to comments, answer questions, and showcase the dealership’s culture and customer service.
- Personalized Marketing Nurtures Leads: Utilize email marketing to send targeted campaigns based on user interests. Offer personalized recommendations, highlight relevant promotions, and nurture leads throughout their car-buying journey.
Omnichannel Marketing for Seamless Transitions:
Customers seamlessly switch between online and offline channels during their research. Dealerships need to bridge the gap by providing a consistent experience:
- Click-to-Call Functionality: Enable click-to-call buttons on your website and online ads, allowing potential buyers to connect with your sales team directly.
- Online Appointment Scheduling: Offer online appointment scheduling for test drives, service appointments, or consultations. This streamlines the process and provides convenience for customers.
- Targeted Online Advertising: Utilize targeted online ad campaigns to reach potential buyers based on demographics, interests, and online behavior.
Standing Out from the Crowd:
A competitive market demands differentiation. Here’s how dealerships can set themselves apart:
- Highlight Unique Selling Points: Identify what makes your dealership special – exceptional customer service, a curated inventory, or a focus on specific car types. Promote these unique selling points across all marketing channels.
- Customer Reviews and Testimonials: Positive online reviews and customer testimonials build trust and credibility. Encourage satisfied customers to leave reviews and showcase them prominently on your website.
- Community Engagement Matters: Sponsor local events, participate in charity initiatives, or partner with local businesses. Demonstrate your commitment to the community and build positive brand recognition.
The Road to Success is Paved with Data:
Track your marketing efforts through website analytics, social media insights, and customer feedback. Analyze data to identify what’s working and what needs improvement. Continuously refine your strategies based on data-driven insights to optimize your marketing spend and maximize return on investment (ROI).
By embracing these modern marketing strategies, auto dealerships can navigate the ever-changing automotive landscape. A focus on providing valuable content, building trust online, and offering a seamless customer experience will position dealerships for success in the digital age. Remember, in the race for customer loyalty, the dealership that adapts and embraces modern marketing strategies will be the one that crosses the finish line first.