Changing Consumer Behaviors
According to Cox Automotive, 80% of car buyers begin their journey on the web. They’re perusing inventory, reading reviews, and comparing financing options—all before they have engaged. Your website isn’t an e-commerce storefront; it’s your first salesperson.
If your site is sluggish, outdated, or difficult to navigate, prospective customers will switch to competitors who provide smooth online experiences. This digital-first trend makes it crucial for dealerships to adopt strong digital marketing strategies that connect with buyers where they spend most of their time—online.
Competition is Heating Up
Forward-thinking dealerships already see a return on their investments, while the rest scramble to compete. Failing to apply a focused strategy may leave your dealership trailing in an ever-competitive environment where an online presence can seal the deal.
The Strategy You Must Implement to Win Online Buyers
1. Make a Good Performing Website
This brings us to the core of your digital strategy – your website. Here’s how to make it stand out:
- Optimize for speed and mobile: A slow or unresponsive site does not serve users well. According to Google, 53% of mobile users will leave a site that takes more than three seconds to load.
- Easy Navigation and CTAs: Help users browse the inventory, schedule test drives, and apply for financing. Use eye-catching CTAs to direct visitors towards desired actions.
- Highlight the Inventory: Use quality photos, descriptions, and vehicle history reports.
2. Master Local SEO
For dealerships, local SEO is a must. Here’s how to enhance your visibility in local search results:
- GMB Optimization: Claim your GMB profile and optimize it. This should show current contact information, hours, data, and high-quality photos of your dealership.
- Focus on Local Keywords: Include terms such as “car dealership in [city]” or “used cars near me” throughout your site.
- Solicit Reviews: Positive reviews on Google and Yelp help build trust and improve your local ranking. A happy customer is not going to just leave you a review; so don’t be shy to ask!
3. Leverage Paid Advertising
Supplement organic activity with paid ads for instant results:
- Google Ads: Bid on keywords to show at the top of search results, such as “best car deals near me.”
- Social Media Ads: You can run highly targeted campaigns on platforms such as Facebook and Instagram according to demographics, interests, and previous visits to your site.
4. Achieve Customer Engagement Through Email Marketing
The written word is still a potent tool for getting leads and making sales.
- Personalized Campaigns: Divide your audience by where they stand in the buying journey and send relevant messages, like test drive follow-ups or financing reminders.
- Exclusive Offers: Email can be a great way to offer deals you may not post on social media to entice former customers to return.
5. Invest in Content Marketing
Educational content establishes a level of trust with the consumer and establishes your dealership as an authority in your space:
- Blog Posts: Write articles addressing common questions buyers ask, such as “How to Decide Which SUV Is Right for You” or “Leasing vs. Buying.”
- Create virtual tours, car walkarounds, and how-to guides to engage your audience visually.
- Social Media Content: Regularly post to platforms such as Instagram and Facebook, highlighting inventory, customer testimonials, and behind-the-scenes glimpses of your dealership.
Applying It In Real Life: A Case Study
Take XYZ Motors, a midsize dealer that was experiencing a decline in showroom traffic. After updating their website, focusing on local search engine optimization, and utilizing targeted Google Ads, they experienced a 40% boost in online inquiries and a 25% increase in total sales within six months. The key? Data-informed decision-making, consistency, and customer-focused approaches.
Common Pitfalls to Avoid
- Ignoring Analytics: If you don’t have tracking tools like Google Analytics, you have no metrics for what is or isn’t working, and you can’t change gears if necessary.
- Overlooking Mobile Users: Since over 60% of all searches occur on mobile devices, if you have an unresponsive or poorly designed mobile experience, it can deter potential customers.
- Ignoring Follow-Ups: Most dealerships don’t follow up with leads. Automated email or SMS follow-ups can take your leads from inquiry to sale.
- Keyword Stuffing: SEO is important, but overindulging your content in keywords makes it unreadable and can get your site penalized. Instead, focus on natural integration.
How to Maintain Your Competitive Edge
The digital world is ever-changing, and it indeed requires persistent adaptation to lead the market. Here’s how you can keep your competitive advantage:
- Adopt a Data-Driven Approach: Leverage analytics to uncover trends and optimize your strategy.
- Test Out New Platforms: Channels such as TikTok or new formats on Facebook can facilitate your access to the younger demographic.
- Focus on Omnichannel: Streamlined experiences will set your dealership apart, whether they are online or in-person.
The Bottom Line
Your dealership’s online presence is not a nice to have — it’s a have to have. Get a high-performing website, local SEO, paid ads, and content marketing, and reach more online customers that will steer them toward your dealership.
So are you ready to make your digital strategy work? We are ready to show you how we can make your dealership thrive in the online marketplace, contact us today! Start now and don’t miss out on the opportunity to turn digital visitors into loyal customers!