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A hundred plus dealerships surveyed responded that their number one priority in dealership marketing was on how best to convert on their leads. Dealers need to take a single step to improve online lead results.
That’s a shift from the previous year’s report where dealers were primarily concerned with the volume of incoming leads. Of course, the two are very closely tied. Where one is a concern, the other isn’t far behind. Hence, the two need to be handled as one. When one succeeds, the other will follow on its heels.
Ideally, online leads would all be organic. That means the dealership would not have to pay an advertiser to get bumped to the top of the page. It’s expensive and, because it’s labeled as a sponsored ad, isn’t as effective as you’d hope.
If you could boost organic leads – leads generated naturally based on relevance to the search – there’s a much higher likelihood of improving conversion rates too. But how do you do that?
Organic leads are based on relevance. What that means for a dealership is that their website needs to be filled with keywords and phrases that customers are actively searching!
How do you know what customers are searching for? That’s not always easy to determine. There are two easy-to-use tools, both from Google, that you can use to help find some of the keywords you can use.
If you’re one of the dealers who is concerned about improving conversions from leads, start with generating the right leads – organic leads! It’s all about posting relevant content on your website.
See the original post on Center for Performance Improvement