It’s easy to say the internet has changed how businesses operate by widening and deepening the scale of their potential audience. Websites, blogs, digital advertising, and even podcasts allow companies to expand their customer base, reach new demographics, and harness data to a heretofore unrealized extent.
You can see this effect in marketing automotive transportation, even though sellers have no direct purchase option that allows a car to be shipped directly to them, like with other online retailers. Now, those looking for a new vehicle have backed away from the day-long, dealership-to-dealership slog that often wore down customers and led to unsatisfactory outcomes for both shoppers and dealers.
Eighty-six percent of shoppers research their prospective vehicle and potential dealerships online before choosing to make an in-person visit.
While this shift to online search may seem like a step back for dealerships better known for their highway-side billboards, in reality, it represents an opportunity. By following some automobile digital marketing tips, a dealership can quickly and inexpensively bring more eyeballs to their website, thus bringing in more foot traffic to their dealership.
Create Engaging, Problem-Solving Website Content
Engaging content that keeps potential customers on your site will increase the chance they end up walking through the front door of your dealership. To create engaging content, you should help solve potential problems your customers may face. Blog posts focusing on relevant, practical information (such as the benefits of purchasing a new or pre-owned car or a list of the most common mistakes made when buying a vehicle for the first time) can help make your dealership a trusted source of vehicular information.
Because your blog can be endless, you can create many niche-oriented posts focusing on potential new audiences, like tech experts, new families, or environmentalists. This type of content draws in prospective purchasers you may not usually reach (or maybe cost-prohibitive to obtain), means your customer base becomes more diverse and less dependent on any single type of customer.
Utilize Social Media
To be successful in attracting customers, you have to go to where they are. In today’s world, that means social media platforms like Instagram, Facebook, Pinterest, Twitch, Twitter, and YouTube. About 70 percent of car buyers have a presence on social media, and many spend most of their time online scrolling through their feeds or going down video rabbit holes.
Crafting a social media presence for your business engages customers and helps establish a brand. Many companies, both large and small, have followings of tens of thousands, if not hundreds of thousands, if not a million followers who will see everything that brand posts.
Search Engine Optimization
If buyers are using search to find their next car, it makes sense to utilize the organic search rankings found on Google, Bing, Yahoo, and other web search sites. With search engine optimization (typically shortened to SEO), you use the phrases your potential customers are entering into the search engines to reinforce content and keep it near the top of any search results.
There are numerous tools online that can help you find these key phrases, and by placing them in blog content, you can help guarantee a continuous stream of potential customers to your website.
Hire a Digital Marketing Agency
It’s understandable to be hesitant to dip your toe into the auto digital marketing waters, especially if your company has no previous forays into this pool of potential customers. For those taking those first steps, or for those look to improve what they’ve already created, a digital marketing agency can help provide strategy, content, and, ultimately, customers to your website and dealership.
KOB Advertising’s team is comprised of marketing experts with experience in both digital and traditional settings. We offer customized solutions designed to meet your preferred business outcomes, not one-size-fits-all strategies that ignore your specific needs. Contact us today for a free marketing analysis of your automotive business.
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