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There is so much data available online that can help your dealership make profitable marketing decisions. While some believe that making decisions based on what their gut tells them is the long under-utilized secret to business success, my opinion (being the data junkie that I am) is that the acquisition of intelligence is the only reliable way to create business strategy that provides profitable results.
A common theme at the various automotive conferences that I attended this year was "big data", and how to use it in an effort to move your dealership forward towards greater success.
From what's available online through consumer barometer, we are able to gain clearer insights into how (and where) consumers are conducting vehicle research online, and what types of sites are helping shape their purchase decisions. There is considerable value placed upon your dealership website over many other online sources which means that it's so important to make sure your site is as dialed in as possible.
It's important to go through your website with a fine-tooth comb. Find out where the easy exit points are so that you can increase the rate that consumers convert to your dealership.
Here is an exercise that I strongly encourage you to try as you look to improve your dealership website:
First, with your website open in front of you; take some time to identify the segments of customers that you service. A possible list would look like this:
Then there are community-based customers:
Once you've compiled your list, do the best you can to put yourself in the customers shoes. Your customers are going online to conduct research with the hope of having their questions answered or problems solved. With that as a foundation, identify what questions or problems each customer segment is looking for information on. Using a finance customer as an example, possible questions might be as follows:
You see, automotive consumers are looking for information. They are looking to acquire the information as quickly as possible. Looking at your website now, take a minute to ask any of the above questions and then search your site to see if your dealership is a good source for information. If not, here's your opportunity to patch up some easy exits and retain customers on your site.
For the most part, knowing what questions to ask are as simple as the thought, "If I was in the market what would I want to know before spending my money?"
Do what it takes to close off the easy exits from your website and enjoy greater productivity from your digital marketing efforts. Keeping the traffic on your site longer increases your chance at converting them to showroom customers. Provide the information people are searching for online and their loyalty towards you as the source of information will increase. Use the wealth of data available online and you will empower yourself to make smarter, more profitable marketing decisions moving forward.
Questions? Comments? Let's get the party started below!
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Thanks for commenting Tom.
well said. a simple kick-start for a dealer to look at a site that has been stagnant for a while.
As part of the CarChat24 team, I may be biased, but I think with so much on the line with each car deal and even CSI for sales and service, that a live chat option is a must for branded and independent dealers to start the selling process as early as possible.
Thanks CJ. I appreciate it.
Good Read Michael...
Joe, thanks for commenting. I 100% agree with what you've said. It's crucial to make sure that your site speaks to and addresses the questions/problems of every customer. I like what you say about making sure the message is consistent across all outbound marketing.
David, you're right. Data has a special way of putting some people into a trance, somehow us data junkies have to speak in terms that the masses will understand in an effort to move our strategy forward!
Thanks for the comments gentlemen, enjoy your weekend.
Great assessment, Michael. While a lot of the questions focus on the financing side, dealers can apply that theory to each and every department in their store, as every customer's need is different. Customers still come to sites looking for answers, not just inventory, so vehicle comparison information, staff information, service benefits info, and more all need to be displayed both on the site and in the outgoing marketing messages.
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