Car Lead Generation: Creating a Strategy that Actually Works2 min read

Felicia Savage Administrator
Felicia Savage is a Content Marketing Specialist and Online Community Builder at PERQ, an engagement technology company that focuses on helping brands generate excitement, educate their consumers, and provide shopping assistance to their consumers using interactive experiences. Follow her @KittyHasFleaz!

With the majority of car buyers doing their research online, your dealership needs to focus on developing a generation strategy that actually works. It’s essential to getting customers through the doors of your dealership.

 

As one Internet sales manager put it, the game has shifted significantly. You can no longer rely on people coming to your dealership to get answers. “Ten years ago, shoppers came into the dealerships to do research,” Tom Cockfield of Ann Arbor (Mich.) Automotive told AutoBlog. “Today, they already know the market and the car they want. All of that is because of the Internet.”

Before you can develop an effective car lead generation strategy, you need to analyze how well you’re currently engaging visitors to your website. How well are you obtaining qualified leads? Are you having trouble converting them?

“The experience you provide your website visitors during this critical time can be the key to a buyer deciding to come to your location to make that final purchase.”

 
If you’re still relying on static forms, there’s a good chance that your lead generation is not what it could be.
As our own Russ Chandler puts it, static lead forms don’t focus on the needs of the consumer.
 
The primary goal of lead forms is to get contact information in order to collect a lead. As a result, consumers are reluctant to hand over their personal information. If the perception is that the dealership is serving themselves (in getting contact information), consumers are less likely to feel that you’re trustworthy.

 

Make the Switch to Interactive Experiences

 

After you analyze your auto lead generation performance, it’s time to focus on developing an engaging, customized experience for visitors to your website. That includes giving them information that they will find valuable.

 

With the use of online calculators, trade appraisals, offers, prizes, quizzes, and tests, you’re giving consumers something that they’re looking for — immediate gratification in the form of information, entertainment and bonuses.

 

“The experience you provide your website visitors during this critical time can be the key to a buyer deciding to come to your location to make that final purchase.”

Interactive experiences that deliver value also provide another benefit: you’re establishing relationships based upon trust. As studies show, a car buyer takes an average of three months to research and make a purchase. The experience you provide your website visitors during this critical time can be the key to a buyer deciding to come to your location to make that final purchase.

 

To learn more about developing a car lead generation strategy for your website, download our free Automotive Website Optimization e-guide now!

 

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