Speed to the Top of the Charts: 8 Automotive Advertising Tips to Gain Serious Visibility
Are you having trouble finding a sizable clientbase interested in buying vehicles? If so, here are 8 automotive advertising tips you can’t afford to miss.
The U.S. has one of the largest automotive industries in the world, producing over 4 million cars each year!
Shiny vehicles will always be in demand in an increasingly car-dependent country. This is great news for dealerships, but it doesn’t always guarantee sales.
If you are part of the automotive industry, you know the value of marketing. Effective advertising can help you build and retain a large client base.
There are so many options out there when it comes to automotive advertising, so where do you start?
In this post, we discuss the top ten marketing ideas you can’t afford to miss!
Keep reading for insight.
1. A User-Driven Website
A website is every business owner’s foremost digital marketing tool.
Websites are like business cards in this digital age. Prospective buyers will use yours as a means of assessing whether or not they want to purchase a vehicle from you.
More importantly, they will want to see the cars you have on your lot before driving to your dealership.
Still, nearly a third of small businesses, including automotive dealers, do not have a website! What’s more, plenty of dealers with websites do not have user-driven sites. These are sites designed to give every site visitor a stellar experience and turn leads into sales.
If you do not have a website in place, the clock is ticking. Set yours up today!
For dealers who do have a website, take the time to assess how user-driven it is. Does it load quickly, for example?
A slow-loading site can quickly deter visitors. In fact, if a site visitor is waiting around for more than three seconds for your vehicle line-up to display, they will go elsewhere.
Your site should also be easy to navigate with simple, streamlined menu tabs. Make your content readable and error-free. Visitors shouldn’t have to guess in order to find your inventory or pricing information.
Given the fact that 77% of Americans have a smartphone, your site should also be mobile-friendly. Implement responsive design, which enables site content to adapt to different screen sizes.
Most importantly, how is your website building your brand image? Your site’s creative design—including graphics and logo—should be working for you, not against you.
2. Online Review Management
Did you know that 90% of consumers consult online reviews before visiting a brick-and-mortar business or making a purchase decision?
We all want to make smart purchase decisions, especially if they involve high-ticket items like vehicles.
Make the most of this need by giving current clients a means of reviewing your services. If you haven’t done so already, register your dealership on prominent review platforms like Yelp and Angie’s List.
It’s also vital to register your business with Google. This will make your dealership visible on Google Maps and also give clients a chance to review you through Google Reviews. Profiles on Google are free.
How do you start gathering reviews? Sometimes all it takes is a reminder. Give current clients your business card with a reference to Yelp or Google.
You may also wish to offer incentives to clients for providing reviews, such as select discounts or vehicle add-ons.
Reviews don’t work their magic on their own, however. When reviews and ratings start coming in, make sure you respond to each one—even negative ratings if they appear!
This can show prospective clients that you are invested in maintaining a good relationship with clients, even after a sale is complete.
3. Social Media Campaigns
A lot of automotive dealers underestimate the power of social media as a marketing tool. Social media campaigns can supplement other advertising efforts and drive traffic to your site.
Choose a social media platform that suits your dealership’s brand image. For a lot of dealers, this platform is Instagram, which is very image-based. Dealers can easily post images of existing inventory and quickly drive client interest.
However, Facebook may be more ideal for you depending on your market.
Whatever you choose, stick with one platform and build a robust business profile. Post content regularly, and craft posts with the intention of bringing visitors to your website. Learn more about social media management here.
4. Video Conquest Marketing
Video is a highly engaging form of advertising content. Make the most of it when catering to prospective clients!
Embed video in your website, for example, or make use of Facebook Live and Instagram stories. Some automotive dealers upload video blog posts to their sites to simultaneously inform and engage clients.
At Blue Gorilla Digital, we can help you develop powerful, targeted video content.
5. Search Engine Optimization (SEO)
Google receives over 3.5 billion searches each day. If you haven’t yet taken advantage of this search engine traffic, now is the time to do so.
Search Engine Optimization (SEO) involves optimizing your online content for searches your clients are likely to enter into Google, such as “vehicle financing” or “used Toyotas.”
When you optimize your content for these keywords, it will surface more prominently in Google search results—ideally on the first page—where searchers are likely to click.
Automotive dealers should also implement local SEO, which optimizes content with location-based keywords like “Atlanta car dealers” or “luxury vehicles in Texas.”
There’s a lot that goes into SEO. Start by checking out Google’s SEO Starter Guide for more details.
Then give us a shout.
6. Identify Ghost Shoppers
Ghost shoppers are website visitors who browse your pages but eventually leave without making a purchase. This can be truly frustrating.
Identifying ghost shoppers with My Site Shopper can help you minimize website abandonment. It can also turn those ghost shoppers into qualified leads.
7. Immediately Capture and Reach Active Shoppers
Take it one step further and capture actual data from prospective vehicle owners browsing your website. How do you do this? With data-fencing.
Data-fencing can give you, for example, prospect contact information, vehicle details, and credit range. This data can be valuable for targeting leads further and generating conversions.
My Site Shopper Pro combines MSS and data-fencing.
Final Thoughts: Automotive Advertising
Now you know the most competitive forms of automotive advertising in 2019. What comes next?
A lot of automotive dealers outsource their marketing services so that they can have more time on the floor with prospective clients. Start a conversation with us now to learn more!