People buy from people. Everyone in automotive retail will agree that it is impossible to sell a customer a car without ever talking to them. So how many people do you talk to each week? Sales is a numbers game. The more people you talk to the more people you will sell. So, what if you could have a conversation with 40,000 people next week? If you multiply that by your closing rate the numbers are pretty ridiculous, right?
When I talk to car dealers about their digital marketing strategy, a lot of times I hear something along the lines of, “We’ve gotten along just fine doing radio spots, TV ads and direct mail, why do we need digital marketing now?” They do make a good point. What they’ve been doing was good enough in the past, so it should still be enough… right?
Amazon, Spotify, Lyft, Purple, Dollar Shave Club. You have heard of all these companies and chances are you use at least one of them on a regular basis. All these products made a major splash when they debuted in the marketplace and many of them have grown into multi-million, or even billion-dollar companies. So, why are all these products so successful? When you stop to think about it, are they really offering anything new?
So, you’ve decided you want to step up your digital marketing game and bring in some outside help to reach more customers and sell more cars. You’ve seen ads for, and received dozens of emails from companies that claim they can help you do just that, so how do you choose one?
As a car dealer you have more than likely heard about Behavioral and Contextual Targeting when it comes to marketing, but if you’re like a lot of the dealers I have spoken to, you may not be entirely clear on the difference between the two.
Google Analytics is an invaluable source for car dealers as it provides a lot of data and information about visitors to your website. However, sometimes the analytics program can leave you with more questions than answers.
Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less that $3? The answer is in the name: Convenience. So what does this have to do with you as a car dealer? Simply put, if you are convenient for your customers, you can make more money.
Despite a rocky year with questions in how it handles its data and customer privacy, the Social Media giant is still king and won’t be giving up the crown anytime soon.
A shopper comes into your dealership. They ask one of your sales people the price on a model, the salesperson gives it to them they turn around and walk out the door. Sound familiar? The thing is, it’s really not the salesperson’s fault. With the world getting smaller and smaller and consumers having more options, car shoppers are visiting fewer dealerships and instead spending most of the buying process online. The convenience this offers them has caused shoppers to want to spend less time...
