To lay the groundwork for better leads, focus first on raising awareness of your dealership. Following are some tips that may help with your lead generation strategy.
1. Become a Resource
J.D. Power reported in 2015 that 83 percent of new car buyers visit at least one car dealership website, as they research types of cars. If shoppers land on your website, you may be able to instill confidence in your dealership by offering the kind of useful content they’re searching for.
Write blog posts about topics that matter to car buyers, such as fuel economy, crash test ratings and insurance costs. Include a chat client, so that shoppers have an opportunity to ask you questions online and engage further with your dealership.
Just make sure you ask for an email address. Even if a consumer is in the beginning stages of a car-buying journey, your helpfulness may inspire them to return to your dealership when it’s time to buy a car.
If you have the resources, consider offering an email blog digest or newsletter that consumers can sign up for. When you can track the kind of content people are reading and sharing, you’ll have a better idea of how to market to them.
2. Encourage Referrals
Turn your existing customers into brand ambassadors with a simple referral program. You could consider offering a free oil change for customers who refer a friend that visits your car lot, or some other type of perk for customers who share your blog content on social media.
Ask your satisfied customers to write reviews on websites like Yelp and Google+. According to Edmunds, 90 percent of car buyers say positive dealership reviews influence their purchasing decisions.
3. Use the Right Tools
If a customer wants to learn what the trade-in value is for their existing car, do you have an online tool that allows them to do that? And if you do, is it also helping you generate leads?
Some trade-in estimators don’t give dealerships enough insights into what customers want and the information they actually need. Luckily, there are tools out there that are beneficial to both consumers as well as your brand.
Our FATWIN Trade Appraisal tool, for example, is designed to help your dealership better understand its potential customers. The tool doesn’t just ask for make, model and mileage to offer a trade-in estimate. It also asks shoppers about where they are in the buying process and other questions that can help you hone your marketing messages.
Findlay Kia, in Las Vegas, collected 313 qualified leads within the first several months of implementing PERQ’s TAP tool on its website – between 50 to 60 leads a month, which was a much higher lead rate than it previously had. With the right mix of marketing, brand reputation and website engagement tools, you can increase your leads, too.