Online marketing is an important aspect of marketing strategies across all industries. Automotive dealerships are no exception. In fact, online marketing is useful for automotive customers with 46 percent saying that automotive marketing on websites is “very helpful.” Only 29 percent said the same thing about newspaper marketing.
In order to improve your dealership marketing you must have an online marketing strategy. The first online area you should focus on is your website.
When it comes to type of websites use to help make decisions about buying a new car, 65 percent of consumers say automotive brand websites are considered the most informative. This means that in order to engage potential customers and increase sales, you need to provide the right resources on your website.
Here are a few tips to improve your dealership marketing on your website:
Video: The big area where online has a huge advantage over print is video. On your website it would be a great idea to include a video page where you can show the vehicles you have in action. This gives customers a better idea of the vehicles than images ever could.
Blog: When it comes to online marketing, you have the opportunity to build trust with your customers by providing advice and helpful information. If your website has a blog then you have a place to impart knowledge onto your customers, increase the number of pages you have indexed by Google (thus increasing your search rating), and find new customers.
Web Tracking: Having an engaging website is only half the battle. The other half is knowing who is visiting it. If you are not using web tracking software on your website then you are losing a lot of valuable data that could help you improve your overall website and individual communications with customers.
The next online area you should focus your attention to as part of your online marketing strategy is social media. The study that found that 65 percent of people find automotive websites most helpful in their car purchasing decisions found that over a third of consumers find social media the most helpful.
Social media is an important aspect of your online marketing strategy because 74 percent of all internet users use social media. If you do not have pages for your dealership on sites like Facebook and Twitter then you are missing the opportunity to engage with this audience.
Make the most of social media using these tips:
Feedback: Did you know that about a quarter of car buyers will discuss their purchase on social media? Whether this experience is good or bad, you should be there to respond to it. Having a presence on social media will allow you to highlight good feedback and respond to and offer solutions to negative feedback that you might not have otherwise known about. This helps you maintain your overall reputation.
Advice: People look to social media for helpful advice and tips, no matter what industry. In the case of automotive, this is your opportunity to share content that will aid consumers in their car search. This could even be posts from your blog. By sharing blog posts, you are able to increase traffic to your website as well as gain more traction on your social media pages.
If you’re looking to expand your dealership marketing, improving your online presence is a great place to start. Adding videos, blogs, and web tracking to your website will allow you to increase traffic and provide your potential customers with the resources they need. And, being on social media, allows you to access a whole new audience by sharing content and responding to feedback. These two things together will engage customers, increase online traffic, and improve your dealership marketing.