2020 ended pretty decently for everyone. Let’s be honest, 2020 is a sad year. Many bad things happen; the Covid19 pandemic, economic crisis, disputes between countries, and other unforgettable events. Many businesses and industries were hit hard by the pandemic; the automotive industry is one of them. A lot of auto dealer was forced to close to cope up with their expenses and some are still on their feet trying their best to recover. That is why it’s imperative more than ever for auto dealers to learn how to generate those much-needed leads and prepare all the necessary tools to increase sales, and for you to get back on track and be successful this 2021.
This 2021, Digital Marketing can be your savior on your demise. With its’ capability, it can definitely up your game this year and help you not only to recover but to make better results and make better progress than your previous year. Digital Marketing is not a perfect marketing strategy; there’s no such thing. Yes, it has its’ Ups and downs, but if you carefully plan it and execute it precisely, it will definitely give you some visible results.
We all know that a sale always starts from highly qualified leads. Without leads, you will have a hard time making a sale, therefore making it hard for you to earn any money. Make sense, right? Generating leads is not a new marketing strategy; it is an essential digital marketing strategy that you can utilize to make more revenue for your dealership. This year is a good time to harness its’ power to help you and your auto dealership make much progress and bounce back more stronger than ever.
We challenge you and your auto dealership with your business goals this year! In this article, we will provide you some insights about Digital Marketing and how it can help you generate high-quality leads that can help you, your sales team, and your marketing team this 2021. As we always say, Ideasoft got you covered!
Start with a Website
If you did not utilize a website last year, this year would be a good time for you to have it now! When it comes to your dealerships’ online presence, Social Media is the only thing that can match a Website. Aside from providing valuable information to your target audience through content, your website can be a lead generation machine for your dealership and makes it easier for you to personalize the visitors’ experience and ensuring that they’re seeing the information that is most relevant to them. This will make you able to influence potential customers’ buying decisions. Just make sure to optimize your website to be mobile-friendly, or else they will leave your website in a heartbeat in search of a competitor who can provide a much better mobile experience. Keep in mind; that 59% of shoppers surveyed say that being able to shop on mobile is significant when deciding which brand or retailer to buy from. (Think with Google, 2019) (hubspot.com)
SEO Campaign Effort
Now that you have your website, you need to make it visible to your target audience. How do you do it? Two words; SEO Ranking.
SEO ranking stands for “Search Engine Optimization Ranking”. Basically, it is your ranking in search engine results on Google or Yahoo. The better your optimization on your website and the higher your ranking is, the easier your target audience can see you. Simple and easy, right? As easy as it may sound, it is not!
Start your SEO campaign with On-Page SEO. It is Optimizing the pages of your website by choosing the best keywords you can to have a higher ranking in search results and generate more traffic in search engines. You may include them in your home page, content, blogs, or even a separate landing page. Try to include these words as naturally as you can so you can avoid keyword stuffing.
Then employ Off-page SEO where you harness tactics that take place outside of your website to increase your websites’ SEO ranking. Tactics and strategies such as Content creating, Social Media presence, Brand building, and many more. Think of off-page-SEO as building your site’s authority. Without this, your site won’t outrank those that already have a higher authority.
Use Landing page
Landing pages are any Webpage that a customer can arrive at after clicking a link; It can be your home page, blog page, product page, or a totally separate Webpage from your site. In Online advertising, when we say Landing pages, it usually means a page that can give a glimpse of what your dealership has to offer and is dedicated to converting visitors to your customers. It is a crucial element of any lead generation strategy because it is the place where you capture the leads by collecting their contact info. An excellent landing page can influence a potential customer that it is very worth it to provide their personal information in exchange for what you can offer.
A landing page also gives you the ability of calls-to-action. It is an element of a landing page that puts you in control, allowing you to direct visitors towards a particular action and makes it easier for them to take that action resulting in a lead capture or much better, making the sale.
Many calls-to-action is possible, but here are some of the most common ones:
- Email subscriptions
- Free Trials
- Free E-books
- Free How-to Guides
Email marketing for auto dealerships does not get the credits it deserves. Why? Because of poor execution and underutilized by most. Just to up your excitement with this strategy, Email marketing is very cheap! It is undoubted the king of cost-efficient marketing strategies, and it provides one of the highest ROI and a lead generation monster for automotive marketers.
In terms of Lead Generation, email marketing already proved its’ worth as the best. Its’ success when it comes to generating responses from a customer has been tremendous. That is why almost every business you can think of utilizes email as their channel for communication, promotion, and relationship building. Aside from that, the quality of leads you can generate through email is relatively higher than any other marketing medium. Still, it does not mean that any drastic changes in result will happen in one night; it still requires the right approach, effort, time, techniques, and plan to yield positive returns.
Creating your Email list is another excellent lead generation strategy that you can do through email marketing for your dealership. It is a list of email addresses you collected through your marketing efforts or marketing channels.
To give you an example of how you can start to build your email list is through your website. Your aim here is to get your prospects to fill up the email signup sheet you will provide on your webpage by presenting some kind of promo of your product such as – demo, free trial, or discounts. Keep in mind that the email addresses you collected this way are not just your average email addresses; these are the persons who are interested in your product. These persons are halfway there to becoming your customers!
Everyone is on Social Media. Facebook, Twitter, and Instagram are some of the big names in Social Media Platforms that are great and easy to start with. There are an estimated 3.23 billion active users on Social Media Networks, so it is a no-brainer not to be involved with it.
Social Media might not be the first thing that will come to your mind when you think of Lead Generation, but it should be! Like any other lead generation strategies we mention, Social Media is just as important as them. It is a highly relevant strategy to generate leads; you can do both types of marketing, including organic and paid, on social media platforms. It is also an excellent platform to promote your content and an effective way to build rapport with your customers. Not only that, but it also boosts your online presence; on par with your website.
Once you have a lead, nurturing them will make the difference. And that is where Social Media excels than any other strategy. Lead Nurturing is about building a relationship with your potential customers even if they are not currently looking to avail or buy your product or service. Through smart remarketing strategies, it allows Social Media to nurture leads. You can use polls, videos, or forms to send more personalized messages. In this way, it helps nourish lead in a better way.