Ways to Build a Cohesive Auto Marketing Strategy
Over the years, advances in technology have changed the way people buy cars. Now, the most effective way to market to car buyers is online! In order for your dealership to stay relevant and compete with other car dealers in your area, you must adapt to meet these new industry demands. This means, building a cohesive auto marketing plan that incorporates the most recent digital marketing strategies.
Let’s take a closer look at how you can build a cohesive auto marketing strategy that will generate quality leads and increase your sales.
1. Identify Your Target Audience
If you want to be successful in your marketing efforts, it is important to take time to understand who your target audience is. You want to learn everything you can about their habits, interests, demographics, basically anything that can help you send a message they will be receptive to. The profiles you create about your target audience are called buyer personas. These will be a key component to build your cohesive auto marketing strategy.
One of the best ways to learn more about your particular target audience is to use Google Analytics. This tool gathers information about how users are coming to your current website, what pages they are visiting, their demographic information, the type of device they use when they visit your site and much more. Once you’ve got a better understanding of who is interested in purchasing a vehicle from your dealership, you can start to craft your cohesive auto marketing strategy to their needs.
2. Optimize Your Website
From the minute a visitor lands on your website, they start forming their own impressions of your brand! Take time to audit your website by using a checklist of the necessary elements of any good site. If you have a website that is out of date, you may want to consider rebuilding it to guarantee users actually want to stay once they arrive.
In order to make sure they have a great user experience, you must optimize your website. This can be done using search engine optimization (SEO). Choose specific keywords for your website’s pages based on what your target audience is looking for, then optimize the copy for that specific keyword. Doing so improves your chances to appear on the first page of search engines when that keyword is searched. Additionally, take the time to create attention-grabbing meta descriptions to draw attention to your website and increase traffic. When adding images to your website, be sure to use smaller-sized images to keep your site’s speed as fast as possible. No one wants to sit around and wait for a page to load! Over time, these small changes will improve your website’s ranking and visibility.
SEO is a fundamental part of a successful digital marketing strategy.
If you want to learn even more about SEO best practices and how to incorporate them on your website, Download our free SEO Guidebook!
3. Use Inbound Marketing Techniques
Inbound marketing revolves around the idea of building a relationship with potential clients. Your goal should be to provide your target audience with relevant information to help them solve their problems. While you provide the content, you also highlight your own products and services and showcase them as possible solutions. As with any relationship, these strategies may take time to see how they are working. So, how exactly do you implement inbound techniques in your cohesive auto marketing strategy? Let’s learn about a couple of options you have.
Social media is a wonderful way to naturally start a conversation with potential customers. You can also use it to build your brand story, join a community and connect with people who are interested in your dealership.
Don’t forget that continuing to develop a relationship, even after a sale, is just as important as forming it in the first place. If someone has a wonderful car buying experience at your dealership, they will likely want to share it with their social community. Although it will require some effort, it can add tons of value to your business!
Pro Tip: Encourage your customers to post and share about their experiences on social media and tag your business profiles! This is a great way to increase positive exposure. Additionally, ask them if you can share their user-generated content on your own social media platforms!
Emails and Newsletters
Another effective inbound marketing technique to incorporate is email marketing through automated workflows. Once you have a contact’s information, you can use it to send them promotional emails and newsletters showcasing your monthly vehicle specials, newest inventory and even service specials! This is a great way to ensure that your message is tailored to where in the marketing funnel your clients are.
4. Create Online Advertising Campaigns
Using the information gathered about your target audience, you can start to create various Paid Search advertising campaigns. Essentially, this allows you to pay for a spot at the top or bottom of the first page of a search engine. This is prime real estate on the web, so make sure you create ads that stand out in a way that increases its chances of getting clicked.
There are a number of different PPC campaigns to choose from, each with its own purpose. Some common campaign goals may include brand awareness and reach, product and brand consideration, driving traffic to your website, generating leads or increasing sales. We recommend using a variety of campaigns to ensure all potential customers are being targeted and nurtured through the marketing funnel.
The Pinckney Automotive Program
Over the years, we have perfected our process for creating a cohesive auto marketing strategy that is personalized for our client’s individual needs. Our in-house creative team designs custom creative assets based on your brand guidelines and individual initiatives. These are then used in your website design, paid advertisements, email campaigns, social media posts, and any other campaign we may be running for your dealership!
After we start generating qualified leads, we share these leads directly with your CRM system in ADF XML format, allowing for quick visibility for your sales team. Once you close the deal, we can calculate your ROI in real-time and help you see the value of your marketing investment.
Interested in learning more about our proprietary Automotive Program? Click the button below.