A little remark from the start: this is not just another categorization to sound more awesome while doing the same job. Inbound and outbound marketing are two very different approaches to car sales improvement. This article will shed a light on the distinctions between these two types and will answer the question which one is better for car dealers.
“Sorry for interrupting” – this can be a slogan for the outbound marketing, because it was actually designed to interrupt something. The TV ads break in people’s favorite TV shows and films, radio ads interrupt songs, cold calls tend to catch people while at work super busy or after work when the last thing they want to do is listen to another sales pitch. Do you truly want to constantly apologize for your car dealer marketing?
The main types of the outbound marketing are:
- TV commercials
- Radio advertising
- Print advertising
- Direct mail
- Offline yellow pages
- Outdoor billboards
- “Cold” calls
All these advertising sources are costly, sometimes they can become insanely expensive. However, their effectiveness as car dealer marketing channels is very questionable. People’s tolerance for such interruption has gone down whereas the ability to block annoying ads has increased. Customers now can easily blacklist phone numbers, mute TV or change the radio station. 44% of those direct mails on producing and delivering which dealers are spending a fortune, will never be open.
Twenty-first century is taking its toll: customers in whole and car buyers in particular don’t want to be annoyed with ads anymore. Now they want to choose what to read, what to watch and whom to speak to. In order to respect their freedom of choice but still advertise your brand to improve car sales, opt for the inbound car dealer marketing.
What differs this type from the previous one is the way the information is being delivered to the customers. The outbound marketing pushes products and services on people and interrupts their activities. The inbound marketing is totally opposite: it matches with the way people work, shop, learn, and live. This type is intended to pull customers in instead of going out and attract people’s attention.
When you advertise your dealership using classic marketing methods, you send a message to the broadest range of people. Are they looking for a car? Maybe, or maybe not. In other words, you gamble in the hope of a desired result. Inbound marketing is not so risky, because it is aimed at your target audience. You pull in only relevant customers, who are more likely to become buyers.
If the television, radio and newspapers are not involved here, what is? The answer is the Internet. It is the playground for the inbound marketing. Though many customers quit watching TV and going through yellow pages, they still look for goods and services, they just moved their search online. You should follow them.
Where to start?
- Create a stunning dealer website
- Start an automotive blog
- Implement search engine marketing (SEM), search engine optimization (SEO) and Pay-Per-Click (PPC) campaign.
Such activities will help you build the inbound links and drive a lot of traffic to your website. Customers will come to you instead of you will seek for them.
Traditional, blue-chip outbound marketing strategies are simply not as effective as they used to be. Essentially, when using outbound marketing, you rent the piece of traffic that somebody created before. Why don’t you create your own traffic and rent it to yourself? Yes, it takes time, but it’s worthwhile. Autoxloo is ready to assist you with building a car/truck dealer website and promoting it. Improve car sales with inbound marketing techniques.