Maybe they’re not all quite there yet, but many consumers are now saying that they’re ready to avoid the tire-kicking process altogether. According to a recent survey by Accenture, 75 percent of drivers interviewed said they would be open to buying a car online — from the research phase, all the way tothe final purchase, which is why automotive digital marketing is extremely important.
So, what does that mean for you? How do you make the shift from your traditional marketing methods to an automotive digital marketing strategy that embraces this potential future world for car buying?
There’s no need to completely re-invent the wheel, in this case. Some of the concepts that were integral in traditional marketing can be blended with today’s technology; primarily through dealer software that allows you to deliver a highly personalized experience — even if you never have the opportunity to meet your customers face-to-face.
Take a moment to check out how you can blend traditional methods of marketing/customer service with dealership solutions that embrace consumers’ new mindset about the car buying process:
Provide Plenty of Information
No matter your automotive digital marketing strategy, provide your audience with plenty of information that allows them to find the answers they’re looking for. Unlike previous years, most consumers are no longer visiting several auto dealerships to make a decision. Instead, they’re doing the vast majority of their research online before purchasing.
“No matter your automotive digital marketing strategy, provide your audience with plenty of information that allows them to find the answers they’re looking for.”
Be the auto dealership that provides a list of current inventory, plenty of details about various vehicles, and details about financing and offers. When Findlay Kia shifted to a trade appraisal platform as part of its lead generation process, it started seeing a conversion rate of nearly 12 percent on a larger number of qualified leads. “The information collected from the buyer profiles provides far more talking points for our guys,” said Mark Olson, director of eCommerce for the dealership.
Deliver an Engaging Online Experience
By now, your sales team has been thoroughly trained on how to be engaging when visitors enter the doors of your physical location. Their ability to be friendly and helpful is all part of your brand and marketing strategy. That type of attention also should be dedicated to your website.
“If people aren’t spending enough time on your pages, it’s time to work on a way to better engage them.”
Analyze how well you’re engaging online visitors when they come to your site. Are your forms for generating automotive dealer leads boring? Static? Check your bounce rates on Google Analytics. If people aren’t spending enough time on your pages, it’s time to work on a way to better engage them. Interactive lead capture and website personalization are just a couple of ways you can more actively engage the people coming to your site.
Direct Visitors to Various Locations
When you’re reaching your audience through different avenues — whether it’s social media, print, or your website, make sure you cross promote. That means that any print material should prominently feature your website address, while your website should encourage visitors to follow you on Twitter, Facebook, and other social media platforms.
“When you’re reaching your audience through different avenues — whether it’s social media, print, or your website, make sure you cross promote.”
And don’t forget your physical location. Most consumers still make their final purchases in the auto dealership.
Mixing things up — including trying new technology while enhancing your personal interactions — can lead to the type of results you’re going after.
Looking to learn more about your digital marketing strategy? Learn more about our PERQ automotive solution here!