ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
In the infographic to the right, Red Bricks Media has some content marketing lessons I think all dealers could learn from. Most of these tips are fundamentals we've been talking about in so many of our blog posts, and I think this infographic accurately gives a broad outline of the steps you should be taking to best reach your target audience. Read it, take communion with its significance, and you’ll be saying “Hail Marketing!” by the end of it.
How Can I Apply This Holy Grail of Lessons to My Dealership?
Your dealership’s content needs to be organized and updated often. You should also be finding ways to get new messages out to your shoppers quickly and while they are on your website. Does your live chat service offer behavioral-targeting or targeted incentives? These options help you reach your shoppers better in real-time with the message you want to deliver and also encourages them to come into your dealership by creating a feeling of want or urgency.
Buyer personas, buyer personas, buyer personas! Know who they are and why they buy from your dealership. What resonates best with their age-group? What are their needs and wants? Make sure to customize your content specifically with these buyers in mind.
AKA: Brand Management and your dealership’s chicken. Are you representing your brand’s message effectively and consistently through your website, social media, and other channels of communication? Make sure to let your shoppers know what makes your dealership stand out!
Are you paying attention to the keywords your shoppers use to find your dealership’s website? Are you using these keywords in your content? Check out my blog post, “The Fixed Ops SEO Strategy” if you need some tips to bring in more local customers needing repairs!
We also have The Ultimate Social Media eBook for more ways to help you increase your visibility on social media channels. Social is becoming even more important to Google’s rankings, so make sure you have a social presence.
What avenues have you chosen for your advertising? Are you using PPC, Organic Search, etc. as ways for your shoppers to find your website?
Also, do you have a mobile website to reach all of your on-the-go shoppers? Did you know a live chat provider with controlled co-browse can help show your shoppers pages they might not have seen otherwise? Are you leveraging this service to help your online visitors find what content they are looking for on both your website and mobile site?
Are there loyal customers who love your dealership enough to advocate your services, essentially doing the marketing for you? Take advantage of the opportunity to make it easy for them to tell everyone on social media about how much they love your store!
There are so many opportunities for distribution, however you want to ensure you are using only the ones which are most cost-effective. Don’t get stuck spending too much because you weren’t paying attention to how well your distribution methods were performing.
If you don’t have a way to track the above distribution in one place, you should check out our ActivDashboard platform to help you take control of your Internet business. You’ll be able to see which methods of your marketing strategy are working effectively, and which channels aren't worth your investment!
Don’t forget about A/B testing and heat/click maps to better understand how your online shoppers interact on your website! This is an important part of your marketing plan to figure out what information is most relevant to your online visitors and how they prefer to get the information they are looking for. Are they clicking on your tabs or other buttons on your homepage more often in order to get to your Service Scheduler page? What layout is most appealing to shoppers? Knowing these details will improve shopper retention on your website.
Make sure to pay attention to each of these factors religiously every time you write a piece of content and it will help you be more effective at gaining the best marketing results for your dealership.
Do you have any questions about the above steps, or have any more lessons to add for others to improve their dealership’s marketing strategy? Leave us a comment below, and make sure to follow us on Twitter @activengage for more #AutomarketingTips.