How to Sell More Furniture Using Facebook

How to Sell More Furniture Using Facebook

[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]Unless you’ve been living under a rock for the past decade (goodness, I hope you haven’t been living under a rock. That sounds unpleasant), the majority of the people you know are on Facebook: colleagues, friends, family, acquaintances, etc.

 

Chances are pretty good that you’re on Facebook yourself — and that you use it as a primary means of keeping in touch with friends and family. In addition to that, folks like to keep up with current events and learn more about their favorite brands as well as new ones.

 

For furniture stores like yourself, Facebook has proven itself to be an extremely valuable tool. While it’s definitely true that we’re heavily influenced by posts from our friends and family (on Facebook), brands can also have a massive impact on our purchasing decisions and can even help stores sell more furniture.

 

Assuming your furniture store has a Facebook page of its very own, you’re probably using the page to attract new customers and retain customers who have shopped with you before. Naturally, this is essentially the entire reason to have a Facebook page in the first place.

 

Now, even if your furniture store does have a Facebook page to call its own, it’s possible that you’re not leveraging everything Facebook has to offer from an analytical, engagement and promotional standpoint.

 

Facebook is a very useful and powerful social media platform. If used to its fullest extent, Facebook can help your furniture store sell more furniture and increase ROI.

 

Try these tips to sell more furniture using Facebook:[/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_1531358660264{padding-bottom: 25px !important;}”]

Engage with Current Fans of Your Brand

[/vc_column_text][vc_column_text]One of the simplest things your furniture store can do is to engage in conversation with current Facebook fans. It could be as simple as getting consumers’ opinions on new inventory or even asking about their weekend plans.

 

Consumers like businesses that act like they’re human. Not only do consumers remember the human aspects of a business, but they remember the conversations they have with you, too.

When coming up with questions or ways to interact with consumers, think about what typically evokes strong reactions from people. What questions or comments result in more engagement? Experiment with different types of posts and whatever posts are the most successful, keep leveraging that “template.”

 

In addition to engaging with current fans, the more reactions or engagements your posts receive, the better your EdgeRank improves. For those who are unfamiliar with EdgeRank, it’s essentially a “score” that’s appended to certain posts that Facebook deems as relevant.

 

The higher the EdgeRank, the more often it’ll show up in people’s timelines. And the more timelines your furniture store’s posts show up on, the more fans and engagement you’ll accumulate.

 

While it’s worth mentioning that EdgeRank has evolved significantly over the years, popular posts that continue to gain traction will be the ones that are most likely to show up in someone else’s timeline.[/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_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531358302547{padding-bottom: 25px !important;}”]

Encourage Folks to Visit Your Website

[/vc_column_text][vc_column_text css=”.vc_custom_1568911597621{padding-top: 25px !important;}”]Another thing that’s cool about Facebook is its ability to share resources with consumers. As you’re probably aware, it doesn’t do a ton of good to simply tell consumers to visit your furniture store’s website.

 

What purpose would it serve to the consumer to visit a website because you want them to? In order to encourage consumers to do something, you need to offer them something of value in return. Consumers simply won’t do something for nothing — and who can really blame them?

 

Obviously, you want your consumers to visit your website at some point, check out your store’s inventory and eventually, visit your store to make a final purchase.

 

One way to get consumers to visit your website is by incentivizing them with resources that make their lives just a wee bit easier. Whether it’s an organic or paid Facebook post, sharing your website’s different tools with Facebook fans is a great way to boost engagement and, naturally, website visits.

 

Assuming you have some interactive experiences on your website, you can encourage consumers on Facebook to visit your website to fill out an online assessment (Ex: “What is my design style?”), plan out the look of their room (Ex: Room Planner), or play an online scratch-off game for a chance to win money toward their furniture purchase.

 

If consumers are informed about something of value on your website, they’re more likely to engage with you online. When furniture retailers show Facebook visitors they offer simple, interactive solutions that can help them narrow down their choice of sofa or mattress, for example, it will help push those visitors to visit your website on their own and convert them to an in-store buyer.[/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_1531358749937{padding-bottom: 25px !important;}”]

Use Paid Advertising to Boost Posts, Sell More Furniture

[/vc_column_text][vc_column_text]Like I mentioned before, Facebook is a social media platform that thrives on engagement. Although having an extensive audience is certainly important, the amount of engagement your posts receive is even more crucial to how many conversations your furniture store has with consumers overall.

 

One great way to increase engagements on your Facebook posts is by using advertising dollars to “boost” specific posts to consumers of your choosing. This is also known as Facebook retargeting.

 

Not only can boosting posts help get the attention of consumers who are already fans of your furniture store, but it can reach consumers who aren’t familiar with your store, its history and its extensive inventory.[/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_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522851681037{padding-bottom: 25px !important;}”]

Never Forget to Look at Facebook Page Insights

[/vc_column_text][vc_column_text css=”.vc_custom_1522851700287{padding-top: 25px !important;}”]Last, but not least, Facebook can be great for learning even more about your digital consumer base. If you go into Facebook’s Business Manager, you’ll have access to your furniture store’s Facebook Page Insights; which will provide you with demographics that can help you craft appropriate messaging for your consumers.

 

In addition to better understanding Facebook users who like your store’s page, you can gain a better understanding of what posts performed well and which ones didn’t — thus, making it easier for your furniture store to find repeatable success with engagement and website traffic.

 

Although Facebook continues to evolve and make changes to its algorithm, it’s still an extremely useful platform for retail marketers. Facebook is an especially useful marketing tool for furniture retailers as it gives your store an opportunity to showcase inventory, as well as shopping tools and resources. More importantly, it allows your consumers to build a relationship with your brand.[/vc_column_text][/vc_column][/vc_row]

7 SEM Automotive Tactics Designed to Boost Sales

[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]When you take a look at what’s happening on the internet, you can’t help but draw comparisons to roads, streets and highways. At last count, Google reported that it was processing more than 40,000 search queries — every second. That’s more than 3.5 billion searches every single day. Take a look at the daily count here. It’s amazing stuff.[/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_1523307048204{padding-right: 25px !important;padding-left: 25px !important;}”]

7 SEM AUTOMOTIVE TACTICS DESIGNED TO BOOST SALES

[/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]But keep in mind that’s just Google. While it claims about 80 percent of searches globally, there’s still a 20 percent share of searches conducted on other search engines like Bing, Baidu, Yahoo and Ask. That’s a whole lot of traffic you can’t afford to ignore.

 

Those are the type of statistics that back the case for developing an SEM automotive strategy to capture your share of search queries among car shoppers — and, of course, leads that translate into sales.

 

According to a 2016 study by AutoTrader, the average car shopper is spending 14.4 hours shopping for a car. Of that time, a whopping 59 percent is spent browsing the internet as part of the process. Only 2 percent of that time is spent researching print material. The remainder of that time?

 

About 3 percent is spent talking to other people about their car purchases while the remainder of the time — about 36 percent — is dedicated to shopping at dealerships, either the one where the car was purchased or other dealerships.[/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_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text]First, let’s dig into the definition of SEM — search engine marketing. The term has evolved over the years among many experts to include different variations of marketing. At one point, SEM was used to describe marketing that included search engine optimization (SEO) and the purchase of advertisements on search engines.

 

Today, if you hear the term SEM, SEM automotive strategy or other variations, it’s likely that the person is referring to paid search, including paid search ads and pay-per-click. While the concept is not incredibly difficult to understand, getting great results through SEM requires some pre-planning before execution, testing, data analysis and tweaking.

 

Here are 7 SEM automotive tactics to get you started:[/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_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522801969689{padding-bottom: 25px !important;}”]

Standing Out with Database & Saturation Mailers

[/vc_column_text][vc_column_text]Automotive mailers can come in two different forms: Database mail pieces or Saturation mail pieces. Database mail pieces usually target a specific set of people that an automotive retailer has in their database; say, consumers that purchased cars from them back in 2002.[/vc_column_text][vc_row_inner row_type=”row” type=”full_width” text_align=”left” css_animation=”” css=”.vc_custom_1521232210156{padding-top: 25px !important;}”][vc_column_inner width=”1/2″][blockquote text=”Using a database mailer means that your message is usually more relevant to your specific audience!” show_quote_icon=”yes” text_color=”#2c2c2c” quote_icon_color=”#871d5a” width=”90″ border_color=”#871d5a”][vc_empty_space height=”20px”][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text css=”.vc_custom_1522802110528{padding-left: 25px !important;}”]If the dealership is having a sale and is providing a special trade-in offer for cars from 2002, they would want to send a database mailer to those specific customers in their database. Using a database mailer means that your message is usually more relevant to your specific audience!

 

Saturation pieces, on the other hand, are used to cover a certain set of zip codes to alert people to new promotions or events that are happening at a certain dealership. Their goal is to “saturate” a certain market, and to try and get a message out to as many people as possible.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text css=”.vc_custom_1522802049449{padding-top: 25px !important;}”]With saturation mailers, quantity is just as important as quality. Even though you’re sending mail to a number of different consumers (database and otherwise), the offers need to be enticing, the messaging needs to be clear and the artwork needs to look good and highly relevant to that target market.[/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_1522802245177{padding-bottom: 25px !important;}”]

Leverage Mail Offers to Drive In-Store Traffic

[/vc_column_text][vc_column_text]Often, automotive mailers will feature a special game, as well as the chance to win from an assortment of prizes, If you win, you will be asked to come into a dealership to see what you’ve won. That’s how many of these mailers help move customers down the sales funnel and bring in-store traffic to a dealership.

 

What better way to get people into stores than letting them know that they’ve won a prize?! Once in-store, dealers can offer consumers another chance to play; whether that be spinning a wheel, registering to win, or texting to enter a contest.

[/vc_column_text][vc_row_inner row_type=”row” type=”full_width” text_align=”left” css_animation=”” css=”.vc_custom_1521232210156{padding-top: 25px !important;}”][vc_column_inner width=”1/2″][vc_column_text css=”.vc_custom_1522802397455{padding-left: 25px !important;}”]These interactions with consumers go far beyond just a simple mail piece! Dealers are engaging their customers by generating excitement and giving them reasons to come in and learn more about the products. With luck, these in-store visits will convert into car sales.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][blockquote text=”Using a database mailer means that your message is usually more relevant to your specific audience!” show_quote_icon=”yes” text_color=”#2c2c2c” quote_icon_color=”#871d5a” width=”90″ border_color=”#871d5a”][vc_empty_space height=”20px”][/vc_column_inner][/vc_row_inner][vc_column_text]Automotive mailers are an invaluable way for dealers to identify, target, engage, and expose customers to promotions and events that they are running. By standing out from the clutter, these automotive mail pieces are sure to mean better response rates and more in-store traffic for dealers. The dealer’s message is opening the door for two-way communication and interaction between dealers and consumers![/vc_column_text][/vc_column][/vc_row]

3 Tweaks to Your Marketing Strategy to Put Customers First

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If you want to attract new customers, it takes a whole lot more than having nice, new cars on your lot. Chances are, you’re right near a competing dealership. Well, that’s just fine because I want to share with you three marketing strategy tweaks that will get those customers to your lot, putting you ahead of your competitors.

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3 Online Digital Strategy Tips for Furniture Retailers

3 Online Digital Strategy Tips for Furniture Retailers

[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]Furniture retailers can take their online digital strategy to the next level by following these tips, from reviewing valuable data to creating a better and more personalized experience for furniture shoppers.

 

There are still purchases so intimate and requiring a personal touch that for some consumers simply clicking a “Buy it Now” button just isn’t up to snuff. Though there is great convenience in online shopping, many shoppers still prefer to see the furniture they’re interested in by visiting a retailer in person. Still, plenty of customers are most often starting their research online.

 

For furniture retailers, creating an online digital strategy is a valuable tool that should ultimately translate to in-person visits, and there’s plenty of great advice from the pros that will help you transform web traffic into real dollars and cents. Along with reviewing current market trends, we interviewed Justin Bowen, of Great Americans Home Stores and Sleep Shops in Cordova, Tennessee, to pick up some insider info on online digital strategy tips to drive in-store sales.[/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_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531414405908{padding-bottom: 25px !important;}”]

Digital Strategy Tip #1: Find the Right Tools to Understand Your Data

[/vc_column_text][vc_column_text]Modern technology has hugely accelerated our ability to analyze and identify trends within any given market or sample size. However, the addition of these numerous adjustable variables has led to a data problem, namely that there’s too much of it.

 

There are tons of ways to measure web traffic, and tools like Facebook or Google AdWords will even let you break down your participating audience to discrete demographics like relationship status, education level or even online engagement with any of your competitors. But what do you with all of this data? And how do you make it useful? For Bowen, the addition of online tools allowed the business to better understand their customer base and learn where they were seeing success.

 

Bowen detailed a couple online services that he had found to be particularly helpful, including BlueConic, an online data platform that touts simplicity and deeper data insights through combining several data sources.

 

“We can aggregate customer data from multiple data sources and gain insight, all from one place,” Bowen says. “It gives us a more holistic picture of who our customers are, helps us better tailor the online experience.”

 

Bowen also praises the service HotJar, which provides analytics and feedback about user experience while on the website. Justin specifically uses the application to gauge where people were seeing their website, and how they were navigating it.

 

HotJar incorporates heat maps and lets him look at anonymous user sessions, so that they can pinpoint any specific stumbling blocks or barriers that may lead to difficult navigation on the site. Recently, Justin used the service to implement an onsite survey to learn even more about their online visitors.

 

Justin says by adding PERQ’s web engagement software to the website, they were able to boost customer involvement on the web page. He accounted that there had been “huge boosts” to inquiries and registrations, which helped to grow strong leads that contain valuable consumer profile data and drive in-store visits. Justin says those customers engaging with PERQ’s software were likely to spend $200 to $400 more per visit (See the Results!).[/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_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531414419969{padding-bottom: 25px !important;}”]

Digital Strategy Tip #2: Understand that User Experience is Key

[/vc_column_text][vc_column_text]People will use your online furniture site for a variety of reasons. Some may simply want to browse to learn about styles, while others may be more interested in seeking out deals. What’s vital is that the site allows any customer to find the information they want without hassle.

 

Pop-up pages at every turn that advertise the same sale may be overwhelming, and with your huge inventory of products, you’ll need to be paying special attention to how everyday folks are utilizing your online services.

 

Bowen discussed a simple, yet effective sales tactic that helps to direct the flow of traffic and organize information in a more digestible format. By first consulting his data analytics tools, he realized too many furniture shoppers were distracted and confused by “Shop Now” and “View Offer” links that resulted in hyperlinking away from the a visitor’s original and desired page.[/vc_column_text][vc_column_text css=”.vc_custom_1522423626013{padding-top: 25px !important;}”]“The most successful call to action we’ve had has been displaying our offers inside of our messaging, with the actual offer and discount code written into the content,” Bowen says. Additionally, Bowen’s in-house web team began focusing on improving dynamics like page load time to further improve the visitor’s experience.

 

It’s also important to understand the position and opportunity of eCommerce sales. Though most buyers will want to come see the pieces in person before making any purchases, there are those who prefer the convenience of online shopping. These customers’ expectations differ from those in the store.

 

Bowen explains that eCommerce sales are “capturing a different market” and points out that 75% of purely online purchases are made by customers who have never set foot in their store. For these visitors, a sleek design with multiple options for products is necessary to give them the diverse, but private online shopping experience they desire.[/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_1531421517471{padding-bottom: 25px !important;}”]

Online Digital Strategy Tip #3: Don’t Flood their Inbox

[/vc_column_text][vc_column_text]Though it may seem an obvious choice to use visitor-provided email addresses to develop leads, there is the chance you may end up turning away a potential sale before it ever comes to fruition. In the same sense, you don’t want to come off as a pushy salesperson, flooding the inboxes of interested buyers, which can land you with a big pile of unsubscribes.

 

Even if the offers are relevant to a recent search, more than one or two emails per week could scare leads away. Justin says it’s important to create a more personalized email experience, where users are completely in charge of what emails they receive, and what kind of offers they’re provided. The goal, he says, is to keep people engaged.

 

“We do like the idea of a smaller list of more engaged people, than a larger list of less engaged. The kind of risk that has to your reputation as a sender is not really worth it.”

 

Maneuvering the world of online digital strategies can be tricky, especially when you’re dealing with a traditional in-person buying experience. However, by staying on your toes and utilizing all available tools, you can deliver an even more satisfactory experience to your customers.

 

Seek out data analytics tools, use your site as a portal to learn more about your customer, and always build the experience from the eyes of a potential buyer to have your digital customers logging off and heading through your doors.

[/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]

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Tips from Automotive Marketing Companies for the Best Email Nurturing Campaigns

Tips from Automotive Marketing Companies for the Best Email Nurturing Campaigns

[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]Don’t ignore those leads! Automotive marketing companies offer tips to create the best email nurturing campaigns to help drive sales.

 

You got a car buyer’s attention. Or at least his email address… Now what? That’s the big question behind every auto dealership’s attempt to generate business through lead generation. It’s at the crux of every marketing strategy.

 

And it’s a question that’s worth asking any of the automotive marketing companies you’re planning to bring on as partners. What is their recipe for turning quality leads into customers?

 

An effective lead nurturing strategy helps you stay engaged with the car shoppers who happen to stop by your site but are not quite ready to drive away in a car. In most cases, this will be the vast majority of the visitors to your site. Making sure you’re at the top of the list — and top of mind — when they’re ready to purchase three months or six months down the road could be critical to your bottom line.

 

According to Think with Google, you can count on many buyers spending a lot of time browsing before they decide on a vehicle. In one study, a potential car buyer had more than 900 online touches, including 139 Google searches, 14 YouTube videos and 69 dealer interactions, on the way to purchasing a vehicle.

 

That means you have a plenty of opportunities to fill in some of those gaps — providing the information consumers are looking for when making a purchase.

 

Many automotive marketing companies can help dealerships with lead nurturing through email marketing campaigns. Research firm Forrester reported that marketers gain a 20% increase in sales opportunities with nurtured leads. It also revealed that companies that master lead nurturing are able to generate 50% more in sales.

 

Here are 4 strategies recommended by automotive marketing companies to get those type of results:[/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_1531337164137{padding-bottom: 25px !important;}”]

Automated, Immediate Response

[/vc_column_text][vc_column_text]One of the biggest factors to keep in mind when developing an email nurturing strategy is a quick response. With every second or minute that passes, consider yourself significantly decreasing your chances of a sale.

 

An article by Hubspot painted a scenario about lead response time using an auto dealership. Imagine a customer coming to your dealership to purchase a car. You wouldn’t tell him or her to wait an hour or two — or even a few days — for you to get back to them.

 

According to the Harvard Business Review, statistics show that the average business is waiting 42 hours before getting back to a lead. Only 37% of the 2,241 U.S. companies surveyed responded within an hour.

 

If you’re in the auto sales industry, consider an hour a deal killer. You should be responding within minutes. A potential shopper could quickly go elsewhere.

 

With an automated lead nurturing campaign, you should be set to respond immediately with an engaging response to an inquiry. Someone on your team — a human — should follow up with an appointment or an answer as soon as possible.[/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_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337184127{padding-bottom: 25px !important;}”]

Personalization

[/vc_column_text][vc_column_text css=”.vc_custom_1531779663591{padding-top: 25px !important;}”]Interactive forms that ask online visitors questions to help them narrow their decisions and learn more, can help dealerships capture a lot of buyer profile data. This information will help dealerships  follow up with communication that fits each of their leads. Automotive marketing agencies say this step is critical. You’re bound to fail if you’re sending out generic follow-up emails that don’t take into account the person’s interests, needs or questions. For example, if a person told you they don’t have a trade, you wouldn’t send an email that asked them to bring in their trade for an in-person appraisal.

 

When your sales rep calls or reaches out with an email, he or she should know a bit about what the potential client wants.  Set your team up to have more effective conversations with prospects based on how soon they’re interested in purchasing, what they’re interested in purchasing and any financial constraints.

 

You’re bound to fail if you’re sending out generic follow-up emails that don’t take into account the person’s interests, needs or questions.[/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_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337193634{padding-bottom: 25px !important;}”]

Targeted Content

[/vc_column_text][vc_column_text css=”.vc_custom_1531779750504{padding-top: 25px !important;}”]What about the body of the email? Especially for those leads who may not be interested in purchasing a vehicle for at least 6 months or more? Do you simply abandon them? Turn your focus to those who are ready to make the jump in a week or two?

 

Automotive marketing companies can help dealerships create email content designed to nurture consumers for the long haul. Paying attention to your online visitors’ interests and questions, could help your dealership reap benefits at a later date. With an automated strategy that features highly customized and engaging content, you can maintain a captive audience depending on where they are in the buying process.

 

To further incentivize consumers on your email list, offer special offers throughout the email campaign.[/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_1531337202622{padding-bottom: 25px !important;}”]

Design, Visuals that Wow

[/vc_column_text][vc_column_text]Remember that Google study where a car shopper was followed throughout her entire car-buying process online? Well, not surprisingly, more than 100 of those interactions involved image searches and videos.

 

When it comes to purchasing a high-ticket item like a vehicle, visuals will play a big part in the process. Borrow a few cues from vehicle manufacturers by investing in well-designed emails, professional photography and videos that make your communications stand out.

 

With the help of the right automotive marketing companies, you can develop a strategy that helps you perfect an email nurturing campaign that engages your prospects — at varying stages of the buying process.[/vc_column_text][/vc_column][/vc_row]