What matters for every business is to sell their product, and for auto dealers, that would be to increase car sales, boost traffic, and every successful sale starts from a good lead.
The Digital world is now a battlefield for auto dealers who want to increase their leads. According to a study by SiriusDecisions, 67% of the buyer’s journey is now completed digitally. Consumers use digital channels to research and to decide which dealership to visit ultimately. (v12data.com) That is why you need all the tools and strategies you have to maintain that competitive edge against your competitors.
The problem is here is that the reason most consumers buy a new car is to replace their old one and, that could mean years apart! Buying a car is not a regular purchase like buying groceries from a supermarket, right? Unlike any other industry, the automotive industry does not rely on repeat purchases. Generating leads is essential for automotive dealers to increase sales and stay ahead of the game.
Our expert listed some helpful tips on you can generate that much-needed lead to increase your car sales!
Your website is your sales manager!
Start with your website! Your website is one of the best ways to generate leads. With almost everyone having access to the internet, your website can serve as your potential customers’ first step towards becoming your full-pledged customer!
You can use the power of call-to-action, where you can suggest some sort of special offer from your product in exchange for visitors’ personal information. That generates leads and data for you that can help improve your digital marketing efforts.
Treat your webpage not just as a place to put ads and information about your product, but as your sales staff; it needs to be professional, respectful, knowledgeable, and at the same time, can help you increase your sales. Optimizing your website can help set a high level of trust and credibility by improving brand perception and making your website look more genuine. It helps you to generate more leads, increase your conversion, and improved customer experience.
Improve your SEO ranking.
SEO or Search engine optimization ranking is another way for you to generate high-quality leads. In a simple explanation, SEO ranking is your website’s rank on search engines. The higher your SEO rankings are, the easier customers can find you.
Your potential customer will typically start their car-buying journey by going to google and searching for the information they need. By optimizing your website with SEO keywords often used by a customer, your website will be more likely to appear at the top of the search results. Not only you can generate leads, but you can also increase the conversion rate of your website.
Every day, people use Google to conduct over 3.5 billion searches. (neilpatel.com) Imagine the effect on your lead generation if your web page is at the top of the result. I guess we do not need to explain further the importance of your SEO ranking, yes?
Do not forget this important question; How do you expect to generate leads if your potential customer cannot find you on search engines like google?
Content is King.
You probably heard the saying “Content is king” and, content indeed is king. Contents showcase your knowledge and expertise on your product; in this case, your expertise in the car industry. Coming from an expert viewpoint, you can establish your dealership as a reliable source of information. Your customers will be very interested in reading your content. Before making any purchases, your customer will likely have questions about cars and use this opportunity to provide answers.
For starters, you can give frequently asked questions about cars like:
- How often should I check my tire pressure?
- When should I change my transmission fluid?
- How often does a vehicle require services?
Or you can try to do a blog. Blogs are another way to show your customer your expertise while providing helpful tips and insights and write intriguing articles that can catch your customers’ attention. If executed precisely, it can help you increase leads by generating more traffic on your websites from search engine results. If your automotive dealership does not have a blog, now would be a good time to start.
Do not even forget the importance of social media in your auto dealer business. In fact, a study from CMO Council shows that 1 in 4 car buyers talk about buying a new car on social media, and 38% say they will consult social sites before they purchase a vehicle (v12data.com) This makes social media a great place for you to generate leads, engage with potential customers, or even make a full-fledged customer and increase awareness of your brand.
You can generate leads with social media through:
- Posting articles or contents with URL links to your landing page or your website.
- Provide your contact information in your accounts so your potential clients can easily get in touch with you.
- Encourage potential customers to provide their personal information in exchange for a special offer of your product like free trials, demos, and discounts.
You may think that cold calling is difficult to pull off but, it is not! Always remember that a cold call is different from a sales call. Your first goal on cold calling is not the sale but to build a rapport with your potential customers. You can start building a relationship with your clients by collecting their personal information and get to know them first. They might not be a sure-sale, but they are high-quality leads!
The key here is consistency. You will be surprised at how many leads you can generate by picking up the phone and making calls every day. Ten to twenty calls per day is a good number to start. Use this strategy not only for potential customers but also for your past and current clients.
Use email to reach potential customer
Email marketing has a lot of potentials when it comes to lead generation. Email subscription is one of the best ways to remain connected and engaged with your current and potential customers. If you do not have an email signup on your web page, then you better add it now.
If you are after the lead, use this as your opportunity to showcase your expertise with your well-crafted content that can affect the car-buying decision of potential customers. Don’t focus too much on getting the sale, you will look too pushy. Instead, build your reputation as a reliable source of information.
Once you build that reputation, you can now start on your email marketing campaigns. Use this way to let your clients know more about your product, what you can offer, and what you can deliver.