How to Generate New Sales Leads in 2017

How to Generate New Sales Leads in 2017

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]The new year has traditionally represented a fresh start. After all, it is the primary reason why gym memberships are the highest in the month of January. For auto dealerships, of course, the new year is also the best time to try out new marketing strategies. Not only is it a great way to give your dealership a fresh start, but it gives your dealership enough time to make mistakes and learn from them.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523278338228{padding-right: 25px !important;padding-left: 25px !important;}”]

HOW TO GENERATE NEW SALES LEADS IN 2017

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Going forward into the new year, there are lots of new things you can try out that have helped dealerships succeed in the past. If you wanna learn how to generate new sales leads in 2017, try out some of these tactics here:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278425748{padding-bottom: 25px !important;}”]

Make Ads More Relevant

[/vc_column_text][vc_column_text]Visitors to your website are a captive audience – you can show them all sorts of ads while they’re there. But instead of offering up large, generalized ads and static deals, you might want to consider the power of small, targeted ads. Often, when shoppers visit dealership websites, they all see the same deal – for example, “$1,000 cash back on new car purchases.”

 

According to Digital Dealer, you should avoid showing shoppers the best possible deal the first time they visit your site. When you use behavioral tracking software, you can configure offers to increase each time a visitor returns to your website, starting with a modest discount and progressing to the best available offer.

 

Tracking software can also show visitors smaller ads more relevant to their interests. If they’ve looked at a specific type or brand of vehicle, for example, you could show them a small offer that requires them to provide an email address to view the discount. And with that email address, you have a qualified sales lead.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278514250{padding-bottom: 25px !important;}”]

Improve the Mobile Experience

[/vc_column_text][vc_column_text]Mobile devices let shoppers compare prices from anywhere, and that’s what car shoppers often do. According to a Cars.com Insights study from January 2014, 25 percent of the people using their smartphones in 2014 while at a car lot were comparing prices at competing dealers, and 22 percent were looking for vehicles at other dealerships.

 

Your website should be mobile-friendly so that you can pick up new leads when nearby shoppers are looking for a better deal or more vehicle options. A mobile-friendly website consists of responsive designs that are easily viewable on different size devices, as well as appropriately sized fonts and buttons that fit neatly on the page.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278645781{padding-bottom: 25px !important;}”]

Use Better Tools

[/vc_column_text][vc_column_text]You may already have a tool on your website that lets people calculate the trade-in value for their current vehicle. But some of those tools focus more on vehicles than the shoppers browsing your website.

 

Ideally, you want a trade-in tool that helps you understand where the customer is in their buying journey. Just looking? Thinking about buying in the next month? Ready to buy now? That kind of information is invaluable in helping you focus your marketing efforts.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278796979{padding-bottom: 25px !important;}”]

Cultivate Leads Over Time

[/vc_column_text][vc_column_text]Shoppers in the early stages of the buying journey aren’t interested in time-sensitive offers or multiple phone calls from salespeople. A better approach for this segment is to offer an email newsletter.

 

The best car dealership newsletters highlight facts and figures that consumers might want to know about, such as new vehicle features and safety ratings.

 

When you’re able to capture an email address via your newsletter sign-up, you can begin building your reputation as reliable and informative – both qualities that can help you convert a subscriber into a buyer, at some point in the future.[/vc_column_text][/vc_column][/vc_row]

Press Release: New Data from PERQ Indicates Significant Lag Time Between ‘Ready-to-Buy’ Consumers on Dealership Websites and Actual Purchase

Indianapolis, IN – January 25, 2017 – New consumer data gathered and analyzed by PERQ shows a significant lag between the time consumers submit an online vehicle appraisal and the time the actual purchase takes place, in spite of the fact that nearly three quarters of these consumers indicate they are “ready-to-buy.” The data further reveals that nearly 40% of the consumers are not current customers at the dealership where they are engaging in the appraisal.

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Mobile Automotive Marketing: The Trend Dealerships Cannot Ignore

Mobile Automotive Marketing: The Trend Dealerships Cannot Ignore

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Smartphones have forever changed the way consumers make their purchase decisions. Moreover, the information needed is literally right at their fingertips 24/7. And consumers are not just making small purchases with their smartphones.

 

“It used to be people shopped for cars in dealerships,” said E.J. Schultz, Chicago Bureau Chief at Advertising Age. “But now they are making their car-buying decisions at the gym, the gas station or the deli.”[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1522352404505{padding-right: 25px !important;padding-left: 25px !important;}”]

MOBILE AUTOMOTIVE MARKETING: THE TREND DEALERSHIPS CANNOT IGNORE

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]So, what does that mean for you, as a marketer or manager in the automotive industry? It should be a signal for you to invest your automotive marketing budget in digital strategies that include engaging interactive experiences, pay-per-click (PPC), social media, and video because those are where the big wins are happening.

 

It also means that you should place a high priority on optimizing your website experiences to engage consumers — no matter what device they’re using or where they may be.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522352483224{padding-bottom: 25px !important;}”]

Increased PPC budget.

[/vc_column_text][vc_column_text]According to eMarketer, “In 2015, the auto sector spent $3.43 billion on mobile ads in the U.S., representing 47% of the industry’s total digital ad spending.” Mobile ads are where it is at with the auto industry.

 

By investing in a PPC (or pay-per-click) as part of your digital marketing strategy, you are able to reach potential buyers who are actively engaged in research and looking to buy exactly the type of car that you are selling.

 

It truly is a win-win for both the consumer and auto dealer, however, it is important that you have a seasoned digital marketer executing your PPC strategy.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522352646058{padding-bottom: 25px !important;}”]

Interactive experiences.

[/vc_column_text][vc_column_text]With consumers engaging more online before ever coming to your sales lot, it’s important to invest resources in interactive experiences — providing that warm, personalized approach that they would normally receive at your dealership.

 

Not only do interactive forms, including quizzes and trade-in appraisal tools, allow your consumers to customize their experience with your website, they give you the data you need to further engage them with content that fits their interests.

 

That type of interactive experience leads to results. With PERQ, a web engagement tool, dealerships have experienced as much as a 200% increase in leads — a clear indication that it takes more than an online brochure approach to win consumers over.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522352910632{padding-bottom: 25px !important;}”]

Personalized Facebook ads.

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When Facebook was first introduced 12 years ago, there were no advertisements present. Fast forward to 2017 and there is Facebook Business Manager, which allows you to create separate ad accounts based on the clients you serve. In addition, Facebook allows you to delve deep into targeting consumers based on their demographics and online habits.

 

Due to this, many auto brands and dealers have found great success using personalized social ads on Facebook. For example, Toyota took advantage of Facebook ads when promoting their RAV4 Hybrid. More than 100,000 unique video ads were presented to Facebook users based on “likes” and searches.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522353029382{padding-bottom: 25px !important;}”]

Mobile-friendly videos.

[/vc_column_text][vc_column_text]According to TNS, “Despite the fact that mobile devices smaller screens can make them a less preferred viewing choice, people are 42% more likely to comment on a video when they watch it on a mobile or tablet.”

 

We already know that digital marketing is the way to go based on the above so it only makes sense that the auto industry embrace mobile-friendly videos. Video is all about eliciting an emotion from the viewer. Similarly, so is buying a car.

 

By investing in a mobile strategy for your automotive marketing, you will be embracing the trend that is only slated to go upwards in use. With the right mix that includes PPC, social media, and video you are bound to make your mark inside of digital marketing.[/vc_column_text][/vc_column][/vc_row]

Automotive Solutions: Changing Marketing Budget Strategy in a Down Market

Hi! I’m Dan Bartlemay and I am one of the Account Executives here at PERQ. I’d like to talk about one of the biggest challenges I see for dealers: changing their marketing budget strategy in a plateauing and/or down market.

 

One of my biggest takeaways from DrivingSales Executive Summit conference this year was learning how marketing strategies have a tendency to be placed on the backburner when sales are down. I want to share some simple, unique steps on how to revamp your strategy.
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