The online space offers tons of possibilities for marketers. The auto dealer gets access to a broad audience base. The marketing opportunities are cost-effective, while others are free. Take the example of social media. A company can create brand awareness without spending any money. Opening accounts is free, and you have no restrictions on how many you can have. Even if you decide to advertise on the platforms, you would not compare it to traditional media.
Digital Marketing for Auto Dealers: 5 Secrets to Grow Business
Every marketer knows that they cannot afford not to be in the digital space. This article will look at 5 reasons why auto dealers must embrace digital marketing today.
1. Digital Marketing is Cost-Effective
As we have already hinted above, an auto dealer can realize a lot of savings with digital marketing. You have so many options that are cost-effective yet very efficient. A website, for example, is a fantastic place to display the company's products.
It is also an ideal platform for engaging with customers, both present and potential. The auto dealer can showcase their professionalism with relevant content.
The company also has its choice of social media platforms. The auto dealer must first understand the target audience well. They can then use platforms where the customers are likely to be.
The dealer has no limitation on the kind of content they can put up. They can also post as many times as they wish without incurring any costs. Compare this to traditional media.
Your budget defines how much visibility you get. The dealer can only run so many advertisements on TV or in print. The company also has to fight for space with competitors. With analog media, the best visibility goes to the company with the deepest pockets.
2. Auto Dealer Gets the Benefit of Search Engine Optimization (SEO)
Search engine optimization has become the buzzword in the digital space. It takes into account every step the marketer takes to gain visibility on the search engines. With good rankings, the auto dealer can increase brand awareness for his business.
It requires the use of relevant keywords that best describe the business. Other tactics include link building, generation of quality content, and online reputation management.
Local SEO is important for building awareness within your locality. Let's say the online user is searching for a "Kia dealership near me". By typing in the request on the search engines, a dealer that utilizes local SEO will pop up. This will also be beneficial for the users looking for car dealers in their area instead of going too far in search of a car.
3. Provides a Direct Response to the Modern Customer
We will let statistics drive this particular point home.
● Up to 62% of customers will research vehicles online. Compare this to a paltry 29% who would rather speak to a salesperson.
● You can achieve up to 45% conversion from people who use online search
● 7 to 10 customers who do a local search will visit the dealership within 5 miles from where they are
● Up to 50% of mobile users will visit the dealership within 24 hours after the initial search
● You can achieve a 38% growth in internet traffic to your website with relevant content
● A dealer can influence up to 90% of your customers to buy a vehicle using video content.
We could go on and on with the statistics but, the point is clear. The typical modern customer spends a lot of time online. It is convenient, and the information is right at their fingertips. An auto dealer who is not in the digital space will lose a significant proportion of business.
4. Easy to Measure the Performance of the Marketing Campaigns
One thing about analog media is that it is difficult to know who is looking at your content. The same does not apply to digital media. The use of Analytics gives critical insights into how your campaigns are performing.
There are tons of tools you can use. Google Analytics, Facebook Analytics, and Yahoo Analytics are some of them. You get information on things like clicks, impressions, views, and so much more.
It becomes easier to see the ROI you are getting from your online marketing efforts. You don't depend on arbitrary numbers from media houses on the number of people who might have seen your ads.
You also get the opportunity to adjust your campaigns. You can get rid of what is not working while improving upon what may be giving you some feedback.
5. Opportunity for Better Targeting and Retargeting
Audience segmentation and targeting are easier on the online platform. Facebook, for example, has audience segmentation depending on specific criteria. The same goes for the other platforms. Social media provides a good example.
You will find millennials and gen Z are on Instagram and Snapchat. Auto dealers who sell flashy or 'souped' up car models can use such. LinkedIn is for professionals. These are more serious people who may want functional or status symbol cars.
Email marketing provides another fantastic option for digital marketers. The first thing is to have your contact list based on specific segmentation. Then it becomes easy to push specific messaging relevant to particular audiences.
It also allows for personalization of the messaging resulting in higher open rates. The auto dealer can even run promotional campaigns targeting a specific group. In the end, it becomes more cost-effective, and the chances of conversions increase.
Final Thoughts:
The reality is that the world is migrating to the digital space. The buying behavior of the modern customer has also changed. Before, they would depend on analog media for information. Now, everything is online.
Mobile phone penetration is at an all-time high. Information is available anytime the customer needs it. For the business, digital marketing is cost-effective and efficient. You get access to a broad audience base.
With the right segmentation and targeting, you improve the chances of conversions. Auto dealers can take advantage of the tons of possibilities for marketing. A website with the right SEO strategies is the first step to creating brand awareness.
Remember, in this modern world, a marketing strategy without digital is as good as none at all.
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