As we continue into the second decade of the 21st century, there’s no denying that marketing has changed, especially in the auto industry. In years past, a dealership could put up a billboard or record a radio commercial and call it a day. However, today’s consumers are demanding more—more social media presence, more mobile-friendly websites, and more online reviews. And unfortunately, as soon as your dealership falls behind in those demands, your competitors will gladly take up the slack.
The truth is, ramping up your dealership’s online presence can offer you more than just another item on your to-do list. Research shows that digital advertising can drastically increase your paid and organic traffic, and ultimately generate more business.
Here, we’ll discuss digital strategies to consider implementing in 2021 to give your dealership an edge and push buyers through your doors.
Engage Your Target Audience with Social Media
Let’s start with the most obvious strategy: ramping up your dealership’s social media game. From Facebook to Instagram, LinkedIn to Twitter, the vast majority of consumers spend hours a day scrolling. To not take advantage of this easy and affordable digital strategy would be a waste, especially when considering that over 70% of US businesses already have a social media footprint.
Connecting to your target audience through social media gives you ample opportunity to influence purchase decisions. In fact, according to Facebook, 79% of auto consumers use the website for shopping.
And engaging with your audience on social media is key. Whether it’s through sharing original content or responding to reviews, developing positive communication with your followers promotes brand loyalty and an increase in traffic—both paid and organic.
Make Your Website Mobile Friendly
Just like it’s no longer enough to simply have a billboard, it’s no longer sufficient to have a website that’s not optimized for mobile use. Nowadays, consumers are taking their shopping habits on the go, with 51% of car buyers discovering their auto dealership of choice on mobile. If your dealership’s website is not optimized for mobile use, you could be inadvertently turning off potential buyers.
Although consumers are now demanding mobile-friendly websites, their preferences for the car-buying process remain much the same. Consumers still want to be able to easily compare prices, read customer reviews, and access dealership inventory. With a mobile-optimized website, your dealership can offer all of that, and more.
Use Tried-and-True Email Marketing
With all the talk of mobile optimization and social media, it’s easy to gloss over tried-and-true email marketing. It’s true that email may not seem as modern or flashy as newer marketing methodologies, but to forget about it would be a mistake.
Consider that email is one of the most popular communication methods on Earth, with almost 4 billion users worldwide. Tap into that user base by curating an email marketing list. Your dealership can then send out personalized messages to increase awareness of limited-time offers, holiday specials, and more.
From email blasts, weekly promotions, to full-fledged campaigns, e-marketing is a trusted marketing tool for a reason: It works.
Acquire More Traffic Using SEO
We know that modern auto buyers usually start the car-buying process by searching online, with AutoTrader showing that 88% of car buyers use the internet to shop. The key is for your dealership to show up in their search results. That’s where search engine optimization (SEO) comes in.
Simply put, SEO is a way to help ensure your website is easily found in search engines when consumers search for a related term. An effective SEO strategy would have your dealership's website include specific keywords to improve the site’s chances of showing up in search results.
SEO is especially important for dealerships. Consider the car buyer who types into Google “car dealerships near me.” Implementing an effective local SEO strategy would dramatically increase the chances of your car dealership reaching that consumer.
The most important aspect to these digital strategies is to provide clear, knowledgeable, and accurate information to your target audience. To make the most of your online presence and boost your car sales, get in touch with us at EDIFICE. We’d love to hear from you and make 2021 your dealership’s best year yet.