The automotive market is tough out there and getting high quality leads is even tougher. Rarely do we come across the quality we want and most of the time it feels like an impossible task.
It can be daunting unless you know or know someone who understands the nuances and trends of lead generation and has a real game plan that is proven to work.
Luckily, I’m your guy!
Here are five things you need in place in order to unlock an endless flow of high quality automotive leads, and a ton of real world examples.
1. Leverage Social Media Platforms
Understanding Social Media comes down to using the appropriate strategy for the difference social media platforms.
Here are tips and tricks to approach it:
Let’s face it, we no longer advertise with a sledgehammer approach, trying to smash our message over the heads of our customers. Instead we want to develop a subtle but constant fog that covers the landscape.
Building a world-class social media strategy and executing on it daily is the first piece of the puzzle. Here are some tips to make the most of social media for your dealership:
Utilize all the relevant platforms like Facebook, Instagram, TikTok to build engaged followers.
You will have many different sub audiences so identify them all.
With paid ads, test different campaign objectives. A simple switch from 'messages' to 'leads' can make a big difference to the lead quality
Don’t make ‘advertisement posts’ but instead add value to the life of your different customers
Social media is about sharing so get out there and comment on your customers posts and connect with them. Make them feel like they are part of your dealership family.
Engage fast and with intention. People on social media want instant gratification so give it to them. Respond right away and grow the conversation
Everyone is your customer. Even people who post rude comments are one ‘strategic’ reply away from converting them.
Poach from your competitions social media pages. Remember the people responding to their comments want help so give it to them. Engage with their customer and sell them off of their page
2. Optimize Your Dealership's Website for Lead Generation
Your website is a crucial touchpoint for potential customers and an essential tool for generating leads. If it’s hard for the customer to find what they are searching for then they will leave.
Your website needs:
Setup Smart Pixels on the website. As the pixels aged and collects website traffic data, it will connect with your paid ads accounts and greatly improve targeting
Must be mobile-friendly and have a responsive design, as most users now access the internet via their smartphones.
Include clear and compelling calls-to-action (CTAs) throughout your website, encouraging visitors to schedule a test drive, request more information, or contact your sales team.
Incorporate lead capture forms on your website, allowing visitors to provide their contact information in exchange for valuable content, such as a buyer's guide or financing options.
Utilize better live chat tools that allow for additional support. Make sure you have the proper follow up process so AI chat bots and real sales staff are not over communicating with the customer
3. Implement a Targeted Email Marketing Strategy
Email marketing remains one of the most effective methods for generating leads and nurturing prospects.
It can take a customer 3 weeks to 3 months or more to make a final purchasing decision so having a strong follow up process is game changing!
You will need:
Ensure your CRM is fully setup and either supports email marketing or else it will need to be connected to an email marketing tool
Develop an email cadence that doesn’t overwhelm the potential customer
Use eye-catching subject lines that encourage recipients to open and read your emails.
Share valuable content, such as blog posts, industry news, and promotional offers, that keeps your subscribers engaged and interested in your dealership.
Incorporate strong CTAs in your emails, directing recipients to schedule a test drive, explore financing options, or contact your sales team for more information.
Monitor your email marketing performance, including open rates, click-through rates, and conversions, and adjust your strategy accordingly.
Build a comprehensive Fixed Ops email retention program that ties into sales so that you can leverage all your service customers
4. Catalog Marketing
In the past, we relied on Google Search to convert shoppers searching for vehicles. Times have drastically changed and our customers are now expecting to see our inventory at the top of a Google search.
Smart dealers are reallocating their budgets to catalog marketing, be it Google and Facebook. In order to be successful with Catalog ads, you need to:
Have your website provide help you setup correct inventory feeds to connect to Facebook Catalog and Google’s Product Catalog
The best practice of product merchandising apply so ensure your photography is the best, and captions and pricing are optimized
Test and adjust. Then keep tesing.
5. Develop a Comprehensive Content Marketing Strategy
Content marketing is the future of marketing. Full Stop.
In the past we used to try and define our one target audience and come up with one big idea to push down on them (and the masses) and hoped it stuck with x%.
Times have changed and now we need to consider sharing lots of smaller ideas to many more types of people and using the data to tell us what’s working. Them we add budget behind the things that are working and test more and adjust.
The outcome is we get much more loyal connected customers and we prioritize saving our marketing dollars. See why it’s the future 😉
Here’s what you need to know to get started:
Start by identifying all your different sub audiences
Come up with ideas and topics that might resonate with these audiences
Get creative and start making content. It’s about adding value to your customer so also remember you are serving their needs not your ego
Remember it’s all about being relevant to with platform. For example if making content for Facebook be casual and friendly. If making it for TIkTok consider letting your hair down and being a bit more ‘adult’
Create a blog for your dealership, covering topics such as vehicle reviews, industry news, maintenance tips, and financing advice. These pages over time can build ongoing leads
The better your ideas, the more people will engage. Social media is littered with 6/10 content, strive to get an A!
Over time and with consistent execution, your customer’s will come to think of you as a subject matter expert and they will want to buy from you because of this trust.
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