Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Decades ago, an unprecedented idea emerged in the automotive industry—Buy Here Pay Here (BHPH)—in an attempt to offset the savings and loan crisis.
In the older days, businesses utilized television, mail and local promotional material to channel their marketing and advertising efforts. Technological advancements, however, transformed the BHPH market, leaving many dealers pondering the ways to best market themselves.
Now, businesses’ avid use of social media, custom mobile apps and online advertising has redefined the basic concept of marketing altogether. The widespread use of these new marketing mediums prompts dealers who want to remain competitive within the industry to up their automotive digital marketing ante.
According to an article from Wards Auto, over 80% of car buyers research the Internet before purchasing a car. In fact, the article’s author, Steve Finlay, personally added that he believed the figure to be closer to 99%, which may be more accurate.
So, besides a website, how can you effectively market your BHPH dealership online within such an aggressive sales industry?
Break the boundaries of traditional automotive pay-per-click advertising with edge inventory PPC and market exactly what you have in your pre-owned car lot. Don’t miss out on buyers who have a specific used make and model in mind solely because you’re inventory is outdated. Edge Inventory PPC drives customers straight to the car they are searching for on Google, Yahoo, or Bing using long-tail search terms for each vehicle. Special features of edge inventory include location-oriented keywords, up-to-date campaigns, product-specific landing pages, inventory–relative PPC bidding. Bottom line- if done well, edge inventory brings in ready-to-buy consumers.
Utilize the escalating trend of smartphones and reach your customers at all times with custom automotive mobile apps. Many of these apps allow customers to search inventory, call/email your dealership, get directions to your location and more. With time, some of these apps may even allow your customers to pay you directly through the app.
Campaign for automotive clicks.
Another automotive digital marketing technique you absolutely should tap into is automotive pay-per-click campaigns. These customized campaigns promote your dealership’s specific new and used cars, which are perfect for your niche, since you may have numerous makes and models on hand.
With the economy coming back around, now is the time for your dealership to really rev-up your automotive digital marketing efforts. Don’t just resent the competition; learn to market efficiently and outsmart them instead.