Ready or not, here it comes. The change in consumer behavior, and therefore in car dealer marketing. Actually, it has already come, but in 2018 a new wave of it is about to wash over. Bear with us to get an explanation.
There were the days when the battle to get in the customer’s good graces started and ended straight at your dealership. The customers were like tabula rasa: not affected by anything, ready to perceive you and your services as they are.
For better or for worse, those times have passed forever. Now, if someone opens your showroom door, you should know that you have already won the half of the battle. If that door remains closed most of the time, consider the battle is lost. Where? – Online.
There are certain sets of online micro moments followed by car buyers, between the initial intent and the actual purchase. Google has identified them as five questions asked by prospects way before you see them getting through the door:
- “Which car is the best?”
- “Is it right for me?”
- “Can I afford It?
- “Where should I buy it?”
- “Am I getting a Deal?”
Earlier you’d answer all those questions in person, using your market awareness and the power of persuasion. Today you must have an online spokesman, which will provide customers with the responses as they turn to digital to find them. How to handle it? There are ways around that:
Create a Website
Let’s start from the beginning. The website is undoubtedly the first thing you have to arrange. It should be the place where customers will find answers to the questions from the list above.
In 2018 car dealer marketing revolves around the customers’ experience and their shopping habits. Statistics show that during the workweek dealership review searches are equally shared between desktop and mobile, while mobile becomes the preferred method on weekends. To cater to both mobile and desktop users responsive dealer websites are the best option.
How customers find the answer to the question “Which car is best?”? They can ask a friend who is famous for his car passion. But what if you become those friend online? Today people tend to have more digital connections than the “real” ones. Lack of time and the ability to reach out to the person from another continent just in a few clicks caused the increase of digital friendship and online thought leadership. Customers seek for expert advice on respective forums and blogs and in social media. Meet them there!
Properly managed activity on behalf of your brand is called the сar dealer search engine marketing. If you regularly partake in discussions, share some tips, post useful info, help people find answers, your brand awareness will be enhanced and your opinion will become trusted and considered.
Moreover, backlinks to your car dealer website will boost your traffic and improve your rankings.
Record a Video
According to surveys, 60% of car buyers are unsure which car to buy. To clear things up they turn to different sources. As we mentioned above, it can be a forum, blog or a friend. But, let’s face it: we are lazy and often we substitute reading and writing with simpler way to obtain the information – watching a video. Comprehensive car video review is a powerful instrument to attract not only millennials, but the Generation X and even the Baby Boomers. In fact, 69% of people who used YouTube while buying a car, were influenced by it – more than TV, newspapers or magazines.
You can set up a YouTube channel and list pros and cons of the vehicles you have at your lot.
Live video streaming is also very popular among car buyers. Customers will appreciate a live video tour option.
Car dealer marketing is a very fickle thing, but those trends are here to stay. Use them to improve your brand awareness and sales. Of course, you should remember that customers will research online, but they’ll buy in person, so their in-store experience should be as great as an online one is. But we are sure, you have mastered that one.
We at Autoxloo can help you appear during every micro moment your buyers will have. Contact us to learn more about it.