Significant changes could be ahead for the automotive industry. Even more changes than it’s currently undergoing. At least that’s what consumers seem to be indicating based on a recent survey by Accenture. As many as 75 percent of all drivers polled worldwide said they would consider purchasing their new vehicle entirely online. Repeat that to yourself again…… 75 percent! With rates like this, it’s essential that those in the industry be up to date with automotive dealer digital marketing.
Whether that scenario takes over as the primary way people buy cars remains to be seen. In the meantime, most consumers are doing the vast majority of their research online.
“Most consumers are doing the vast majority of their research online. Some are even starting the purchasing process — including financing — online.”
Some are even starting the purchasing process — including financing — online. And studies also show that they’re visiting an average of 1.4 car dealerships in person. That’s a significant drop from the average of 4.5 from 10 years ago, according to a J.D. Power research study.
So, what does that mean? If you’re not catching the attention of buyers online, you’re significantly reducing your chances that they will ever walk through your doors. You need to develop a strategy that maximizes your automotive dealer digital marketing.
Here are 3 things you should do to keep up with changes in the automotive industry:
Analyze your Bounce Rates
It’s time to shift your focus on what type of experiences you’re delivering to people who visit your website. How engaging is it? Check your bounce rates. If visitors to your site aren’t sticking around very long, you have a problem with engaging them.
According to J.D. Power, consumers are spending 14 hours online researching before they make a purchase. If they’re not spending much time on your site, you’ve already lost the battle. It’s time to move on to step 2.
“According to J.D. Power, consumers are spending 14 hours online researching before they make a purchase.”
Develop an Engagement Strategy
Now, take the steps to provide your customers what they’re searching for as part of their car buying purchase. Keep in mind that you’re engaging them. Don’t immediately bombard them with static (boring) content asking for contact information. Visitors to your website should have a compelling reason to provide you with their contact information.
“Visitors to your website should have a compelling reason to provide you with their contact information.”
It can be informational (trade in appraisal); entertaining (quizzes) or an incentive (prizes or discounts), but, by all means, make it worth their while to hand over their personal information. With PERQ’s online guided shopping solution, automotive dealerships are seeing that the shift from static content to interactive content like these are more effective in car lead generation.
Follow up with Meaningful Customized Content
With the data that you’re gathering, take the time to carefully think through the type of content that you will produce for each segment of buyers. Take into consideration messaging for used cars, new cars, sports cars, family vehicles, etc.
“Take into consideration messaging for used cars, new cars, sports cars, family vehicles, etc.”
For example, a person interested in purchasing a used car may find a maintenance package an incentive for completing the purchase. On the other hand, all consumers may be interested in prizes and general discounts.
By shifting your focus to the type of experience you’re giving website visitors, you can be equipped to capture the loyalty of potential car buyers where it counts the most — before they head out to those 1.4 car dealerships.
Looking to new ways to engage with car buyers?
Learn what PERQ can do for your dealership here!