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Humanize Your CRM: Winning and Keeping Clients

Every dealership has a script: a preconfigured, tried-and-true reel of company footage and the same tagline plastered onto each commercial. “President’s Day Sale”, “End of Year Clearance Event”, ad nauseam until the script can be recited by anyone within earshot. And then you forget about that dealership until the next holiday.

Welcome to 21st-century advertising in the automotive industry. It’s been Groundhog Day for what feels like decades. Floor and phone sales still dominate much of the market, and the interaction between dealers and customers after purchase is nonexistent. When 92-99 percent of your audience would rather engage with the online market than talk to sales professionals, you’ll find a distinct void sucking up sales within the industry. Impersonal commercials and greeting cards won’t bring kindle to that fire.

This has partially to do with a complete absence of strategy. Inconsistent communication and a general lack of aggression in driving sales put otherwise prominent dealerships behind the Eight-Ball. Our own LA Williams, known for igniting latent talent in sales professionals, once ran a “Power Hour” exercise to see just how motivated he could get his clients to be. Tactfully, however, he wasn’t measuring the top performers; instead, he chose to focus on the lowest scorers. They resulted in an average of 37 calls in an hour’s time. That’s 37 ways a dealership could capitalize on Internet phone sales but weren’t. That foundation needs to be cemented into the minds of each and every sales professional.

“But not everyone is going to answer their phones”, you might argue. And that’s a valid point. Have you asked your sales professionals how else they’ve contacted potential leads? If they’re flexing all of their talents behind phone calls, they’ve already lost. Emails, however, begin the building process for developing leads into customers. But email alone is one aspect to taking charge of your leads. A coalition of sales professionals and managers should take charge of these leads. You should know the strengths of your team better than anyone. If you’re the best phone sales professional in the office, get your coordinators involved in the email process. What seems like a wasted resource is actually an interpersonal attempt at engaging with buyers, inquiring with different perspectives.

Then go beyond that. Don’t just call a customer or a lead: video chat them. Get them into your lot without visiting it. Let them see the face behind the phone call or the email. Reassure your audience. Offer them live advice that gets them to stay engaged. We live in a society of instant gratification, and by providing the knowledge at their convenience wins over potential buyers that would otherwise block a cold call.

Just getting leads to your dealership isn’t enough. You need to keep winning them over. Customers deserve to feel like you’ve earned their trust. Something as simple as a video message wishing them a happy birthday or a festive video wishing them well during the holidays keeps the dealership in the back of their minds as a friendly and trusted source. There may be hiccups along the way, and potential clientele might take to the Internet to vent their frustrations or offer criticism. That’s why it’s vital to address these concerns. Don’t just apologize for the poor experience; learn from it, make it a priority to root out the issue and address how best to rectify it. Contact these people and understand where you lost their trust. Try to earn it back, and don’t burn the bridge. Every lead was worth the effort, and it’s vital to retain a positive standing with your clients. Be transparent in your approach to making their experience better than the last dealer.  Do everything in your power to “suck less than the other dealers”.

There’s a sense of “set it and forget it” that has plagued the way dealerships market themselves. It’s easy to insert the strategies that have worked decades ago to chase leads. That doesn’t help the ship without a captain. Steering a ship without a course makes your strategies lost at sea. Guiding your customers beyond the initial journey offers gives them a reason to sail with you over and over. It’s vital to make your CRM an ongoing experience to make leads and clients remember you. Otherwise, you’ll end up another regurgitated commercial during holiday weekends.

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Be the Disruptor of Your Industry

Bring up Blockbuster or Toys R’ Us in conversation, and you can immediately evoke a sense of nostalgia. These companies were iconic, almost unbreakable brands that were ingrained into our culture. That was twenty years ago, when innovation in the industry was what exclusives you offered in a brick-and-mortar storefront. They couldn’t have possibly predicted the meteoric rise of Amazon and Netflix. These “disruptors” foresaw the changes in the market and rode the tide to their unprecedented successes. That’s because they learned that following new trends in the market was vital in the decade where we went from computers to computers embedded in our cell phones.

This level of innovation has cast a shadow over the automotive industry, still relying on age-old practices that predate the Blockbusters of the world. Dealerships have failed to seize opportunities that could lead them to the forefront of the industry. Does the future lack a sense of direction for dealers, or is the future of marketing already laid out before us?

If the automotive industry is going to survive the rise of platforms like CarVana’s and Cars.com, they need to find the same successes that brought Amazon and Netflix into our homes. That starts with “disrupting” the competition. Dealerships need to be proactive responders to market trends, finding success in social media campaigns and innovating new ways to engage customers.

That can be as simple as video calls to consumers, engaging with them as if they were already at the dealership. This personal level of intercommunication means that salespeople can walk the lot with customers at their convenience, and see their vehicles in perspective. Videos also bring immediate benefits to advertising and marketing teams. Changing strategies by personal engagement with customers, potential and current, means that dealers can keep in constant contact with leads. Even something as simple as a “Happy Birthday” video from the dealership continues conversations with customers.

Creating content on a daily basis is another way to innovate the industry. This could come in the form of videos showcasing new cars or vlogs offering a transparent look into the dealership. This shares with the customer that you are actively seeking ways to engage with your audience. Rather than put an ad on television, email your customers with enticing offers. Instead of cold calls, share a video on social media showcasing your dealership or your salespeople. Customers are attracted to faces and personalities, and keeping constant updates on your organizations lets your potential clients know that you’re confident about your organization.

Speaking on behalf of salespeople, branding your employees through social media offers an individual way to tap into your organization without intimidating customers. Let your salespeople have their own FaceBook or Instagram accounts, keeping contact with customers to reassure them that they have an ally within your organization.

Being an active participant on social media goes beyond these platforms. Job recruitment sites and Google reviews keep you engaged with your audience. Directors and managers should take charge, but allow other leaders within your organization to tackle these responsibilities. Show your audience that you are quick to respond to their needs, and that customer service goes beyond the dealership. This allows organizations to see where they stand with customer relations and have an active way to improve their standing with customers.

New companies offer instant gratification with their purchases, including new players within the automotive industry. A dealership doesn’t need to lose ground because these companies can thrive online: it simply means that dealerships can take an active role in an ever-changing market. There may come a time where brick-and-mortar dealers lose to the convenience of CarVana or Cars.com, but if organizations ensure that they are keeping up with these trends, they have a real shot at maintaining a competitive edge that extends well into the next technological wave. Personality, active engagement and constant contact can make dealerships feel a part of the 21st century.

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Responsive Dealer Website

It’s that time of the season when every business owner ponders the next year strategy while buying the presents. Maybe, you are one of those entrepreneurs who can’t focus on celebrating holidays due to the lot of thinking. If it’s true, you are definitely not alone in this. Automotive industry in whole and car buyers shopping behavior have changed drastically during the last years. At the end of 2017 many auto dealers ask themselves two questions:

What to improve in 2018?

How to avoid overspending on it?

There are tons of automotive software on the market, but you definitely don’t want to overspend on redundant technology that won’t improve your business.

Here is the list of car dealer software spending money on which will be worthwhile in 2018.

Responsive Dealer Websites (RDWs)

Responsive design bridges the gap between your a uto dealer website and mobile, laptop or tablet users. The result of this construction is new leads for you and good user experience for your customers. The quality of visitor’s interaction with your online inventory affects the whole impression of your business. If you can’t provide your customers with decent inventory displaying, they will doubt your ability to provide them with good, reliable cars.

A responsive dealer website resizes the layout by using fluid, proportion-based grids and flexible images. Regardless of the device your inventory is being viewed on, customers won’t have to “catch” the images and vehicle description. Every page of your website will be adapted automatically.

Responsive web design was already a must in 2017, but you still have time to switch to it. Include this investment into your 2018 budget and you won’t regret it.

Vehicle condition reports

Every dealer has a list of wishes for the upcoming year, we bet you have it as well. One of the wishes is to widen the reach and attract non-local buyers. Such kind of prospects differs from the local one and requires different approaches. On the one hand non-local buyers can’t visit your showroom to inspect the condition of the vehicle thoroughly, but on the other hand very few people would buy a car in ignorance of its state. This dilemma can be solved by online vehicle condition reports. It is the car dealer software that allows dealers to upload the detailed information about the each part of the vehicle with respective photos attached. Customers can see the vehicle general grading and the minor grades of its separate parts and areas marked with the color. With vehicle condition report customers will see the car from all its sides and get the evaluation of every part. They will be able to compare not only the exterior and interior of the car, but the condition of its every detail.

By putting your money into condition reports, you build consumer trust — the first step towards long-term relations.

Live Video Streaming

Video is one of the most powerful marketing tools for auto dealers, it retains customer attention longer and leaves a trace in his memory. As the proverb says, a picture is worth a thousand words. We can add, that a video is worth a million of them. Instead of only talk business, you can show it to your customers.

Live Video Streaming™ is an automotive software that enables you to give your customers the live video tour of any vehicle at your dealership. During such tours you can answer customer questions, give additional information and show any car detail on viewer’s demand.

You can set the camera into the cabin and showcase the live test-drive to non-locals. Customers will be able to make their decisions online without showing up at your dealership.

Closing words

There are a lot of changes ahead of us for sure, and nobody can tell what 2018 is going to bring. However, with responsiveness, online vehicle condition reports and video streaming software dealers can future-proof their business and improve their sales in the upcoming year.

Source: https://www.autoxloo.com/blog/which-automotive-software-is-a-good-investment-in-2018.html

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After many years, Sean V. Bradley is proud to announce that he will be partnering with Digital Dealer once again.

Sean will be writing for Dealer magazine, writing for the Digital Dealer blog, speaking at Digital Dealer workshops and conferences, and has formally invited the executives of Digital Dealer to represent at the Internet Sales 20 Group.  

There is so much value in synergy.  The partnership between Sean V. Bradley, Dealer Synergy, and Digital Dealer will be beyond powerful and help dealers across the nation sell more cars, more often, and more profitably.

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http://www.BradleyOnDemand.com/ 856-546-2440

After Almost 5 Years, Make Money Mondays Will Be Taking A Break - 2017

In this week's Episode of Make Money Mondays Sean V. Bradley, President of Dealer Synergy, announces that this is the last week he will be creating Make Money Mondays. Do to the enormous growth of all of his companies, it has become too time consuming to continue with these free videos. However ALL the Make Money Monday videos will be accessible to members of Bradley On Demand by going to www.bradleyondemand.com. For more information about Bradley On Demand, please contact Dealer Synergy at (856)-546-2440. Within this video Sean recaps on some of the things the Automotive Industry has taught him over the past 18 years that he has been in the business. Some of the key points include that practice doesn’t make perfect, practice makes permanent. Also that the second you become more effective is the second that your pay raise kicks in. Make Money Mondays is taking a hiatus but it may not be gone forever!


To visit all of our Make Money Mondays in one place visit: http://www.MakeMoneyMondays.net/

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/
856-546-2440

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776.


This Video Was Created by Dealer Video Production
Visit http://dealervideoproduction.com/ for More Details

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http://www.BradleyOnDemand.com/ 856-546-2440 

In this week's Episode of Make Money Mondays Dealer Synergy's Nation Sales Director, Joseph Argento, explains how to assess your employees sales performances. It is based on the metrics of what you as a Manager and your management team feels are your benchmarks. You must factor in volume, total gross, the average gross per unit, the closing percentage and the CSI. It's important to take the time to assess and coach individually. Following these steps will help the dealership sell more cars, more often, and more profitably. 

Make Money Mondays - Special Edition - Assessing Sales Performances

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/ 
856-546-2440 

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group! 
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776

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http://www.InternetSales20Group.com/ (267) 319-6776

Conquering the Battle for Millennial Buyers - Internet Sales 20 Group 10 - Philadelphia, PA

Doug Vansach will be speaking at this year's Internet Sales 20 Group 10

Doug Vansach, Vice President of Analytics and Data Services at Autoloop, will discuss how to conquer the battle for millennial buyers. Millennials represent the biggest threat and the biggest opportunity to an auto dealer’s business. They are the least loyal generation and the hardest group to attract during the buying process. Based on AutoLoop’s analysis of over 1M leads and a survey of 60K unsold prospects, this presentation will uncover new insights about the vehicle purchasing process of Millennials and will enable dealers to gain a competitive advantage that win over this finicky group. We will review specific strategies and technologies that dealers are using today to attract Millennials, from advertising to store visits to trade-ins. Dealers who attend this session will be armed with a better understanding of Millennials to increase their lead conversion rates and drive higher repurchase rates than their competitors.

To sign up, visit http://www.InternetSales20Group.com/ or call (267) 319-6776!

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Are You Afraid of Change?

Change is something that is critical to your business. If you’re not adapting to the change around you, you’re bound to fall behind the ranks of your competitors!

Join Paul and Ashley on this week’s Think Tank Tuesday as they give you tips and tricks on how to conquer your fear of change in the workplace and in your personal life.

We’d love to hear what you have to say. Comment below and follow us on Facebook.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

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Is Simplicity Better for Advertising?

This week on Think Tank Tuesday, Paul goes through some of the titles of sales events that we’ve all heard of…but may not really understand.

We’d love to hear what you have to say. Comment below and follow us on Facebook.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

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http://www.BradleyOnDemand.com/ 856-546-2440

Make Money Mondays with Sean V. Bradley - BDC Service Conversions "Buy Back Program"

In this week's Episode of Make Money Mondays Sean V. Bradley, President of Dealer Synergy, explains the importance of orphan owners at your dealership. NADA says dealerships have a 70% attrition rates. When these sales people leave, their previous customers do not have a resource at your dealership. This is where you should want to adopt every previous customer and make them into your own. You should look as these orphan owners as a possible lead and should be proactive in trying to work with them.

To visit all of our Make Money Mondays in one place visit: http://www.MakeMoneyMondays.net/

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/
856-546-2440

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776.

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We are PROUD to announce that Erich K. Gail will be a featured #Speaker at the upcoming Internet Sales 20 Group July 10-12. Erich is a repeat speaker and a huge Dealer favorite! to have the CEO of one of the most successful and powerful #DealerGroups in North America is pretty awesome!
 
About Erich K. Gail - He is the Chief Operating Officer of the Cardinale-Group of Companies. In this capacity; Mr. Gail is the:
 
Chief Executive Officer
Managing Director
| Cardinale Automotive Group
| Cardinale AG Vehicle Supply Group – North America | ZMOT Automotive Digital Velocity.
| Blessed to Serve Foundation 501(c)(3)
 
Mr. Gail is a 27-year veteran of the global automotive industry having served in a variety of executive and senior leadership roles within a vast array of management and investment groups.
 
Mr. Gail has extensive experience developing new business operations as well as enhancing the performance of mature organizations throughout the United States, Canada, Europe, China, Korea and Japan.
 
Mark Your Calendars! Call / Text me at 267-319-6776 if you want to discuss Attending, Sponsoring or Speaking at #IS20G 10
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The Million Dollar Marketing Strategy

Is there such a thing as a million dollar strategy or a one-size-fits-all strategy for your digital advertising?

On this episode of Think Tank Tuesday, Paul, Ashley, and Juliana discuss brands that have attempted to utilize a million dollar strategy and whether or not it could be repeated for your business. 

We’d love to hear what you have to say. Comment below and follow us on Facebook.
Website: http://www.ppadv.com
Facebook: http://www.facebook.com/PotratzAdvert...
Twitter: http://www.twitter.com/Potratz
Instagram: @Potratz

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http://www.BradleyOnDemand.com/ 856-546-2440

Make Money Mondays with Sean V. Bradley - Special Edition - Stop Changing Your Websites

In this week's Episode of Make Money Mondays Special Edition, Chris Herman, President at Herman Advertising advises dealerships to stop changing their websites. Any time a dealership goes to a 20 Group or conference, they see the different website providers who have a "good looking website". Most dealerships go with those website providers because they think the "looks" will drive more traffic. You need to focus on the website you have now and create a process to convert traffic at a reasonable ratio. The success of a website is from the internal workings of the backend, not the "looks" of the site.


To visit all of our Make Money Mondays in one place visit: www.MakeMoneyMondays.net

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/
856-546-2440

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776

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http://www.BradleyOnDemand.com/ 856-546-2440

In this week's Episode of Make Money Mondays Dealer Synergy's President, Sean V. Bradley helps you identify what your personal deficiencies are and how to improve them. You should not became overwhelmed with the size of your goal. There are a list of steps you can follow to help improve your overall skill. Take some time to write down the things you are not good at. You will see what you should prioritize and improve upon.

Make Money Mondays with Sean V. Bradley - Identify Your Deficiencies

To visit all of our Make Money Mondays in one place visit: www.MakeMoneyMondays.net

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/
856-546-2440

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776

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Did You Miss This?

In this episode of Hard Facts, Samantha was on Facebook Live from Google Headquarters in NYC. Were you able to catch it?

Aside from learning what it means to be a Google Partner, Samantha, Candace, and Philip will give you ideas and strategies for your marketing campaigns - straight from Google.

Watch this week’s episode for more information!

We’d love to hear what you have to say. Comment below and follow us on Facebook.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

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http://www.BradleyOnDemand.com/ 856-546-2440

In this week's Episode of Make Money Mondays Dealer Synergy's President, Sean V. Bradley gives advise handling a prospect that comes into your store and says "I'm Just Looking." A vehicle is the second largest item a person will buy in their lifetime after a home. Do not take offense if someone says to you, "I'm just looking." Sean gives us advise on what to say when a customer says those three words. If you are structured and professional with your response, you could have the prospect abandon the "I'm just looking" reflex.

Make Money Mondays with Sean V. Bradley - How To Handle "I'm Just Looking"

To visit all of our Make Money Mondays in one place visit: www.MakeMoneyMondays.net

If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com/
856-546-2440

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

If you have any questions, call or text Sean on his cell 267-319-6776

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Start Texting Your Customers!

Have you heard of message extensions? With Google's new technology, you can send and receive texts from customers right through search ads. The phone’s SMS application launches automatically, and you are able to communicate one-on-one with the customer at hand. 

From answering questions to helping them schedule appointments, you’re building a relationship with your customers through these new ad formats.

Pretty cool, huh? 

We’d love to hear what you have to say. Comment below and follow us on Facebook.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

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http://www.BradleyOnDemand.com/ 856-546-2440

Dealer Synergy Presents Lee Lee Williams, Internet Director of Grindstaff Automotive Group, giving advice on branding and networking on a personal level. You need to go out into your community and interact and network with the people of your community. You need to create a personal website branded for you even if you are part of a bigger automotive group.

For more information about Dealer Synergy, visit http://www.DealerSynergy.com/

If you are interested in working with Dealer Video Production, visit http://www.DealerVideoProduction.com/

Sign up now for the next Internet Sales 20 Group!
http://internetsales20group.com

To find out more about Grindstaff Automotive, visit
http://www.grindstafffordinc.com/

If you have any questions, call or text Sean on his cell 267-319-6776

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photodune-14423179-salesman-with-car-keys-xs

7 Ways to Mix Up Your Auto Dealership Marketing

Give your auto dealership marketing a new look: here are seven ways to shake up your marketing and start attracting more customers 

If there is one thing you can count on for marketing, it’s this: there is no one way to do it. It’s always changing. What worked yesterday may not work in a year from now.

Digital technology has sped up the process. Now dealerships have more possibilities to connect with customers.

If you feel as though your auto dealership marketing is beginning to flat line, it may be time to mix it up and try something new.

Shaken not stirred: 7 ways to mix up your auto dealership marketing 

  1. Make your brand more exciting 

Branding is the starting point for all your marketing efforts. Without a strong brand name, logo, and message, it’s difficult to catch the eyes and ears of customers. Even an excellent marketing campaign suffers if the brand doesn’t have that extra “oomph!”.

If you’ve had your dealership name for some time, it’s okay to keep it (in fact, that may be a better idea). You canmake your brand more engaging and interesting without a complete overhaul.

  • Create a byline for your brand. A short message that communicates your “promise” to customers. That message creates a common theme for the rest of your marketing efforts.
  • Hire a professional designer to create a new logo.
  1. Optimize your blog content 

Search engine optimization (SEO) is not a new trend. Most dealership GM’s and managers are familiar with PPC advertising, targeting keywords, and the goal of ranking higher in Google. But, there is another way to marketing your business using SEO techniques, and, believe it or not, it’s all about your blog.

You can target specific keywords within your blog content. Each piece of content you publish effectively turns into a landing page for your dealership, drawing more targeted traffic to your website.

  • Hire a professional content writer to write SEO’d content for your blog each week.
  • Make your blog content informative and helpful to your readers.
  • Keep each post short, visually appealing (use pictures), and easy to read.
  1. Switch to a CRM for car dealers 

If you are using a generic CRM tool, think about switching to one that offers features specifically tailored to dealerships. AutoRaptor is made by car sales professionals, for car sales professionals. Every feature is intuitively designed to help your salespeople work more efficiently.

  • Lead assignments within the software tool.
  • Send text messages and phone calls with no additional carrier charge.
  • Complete mobile capability with unique features, such as license and VIN number scanning.
  • Daily workflow reminders.
  1. Focus on mobile readers 

Many of your customers view your website, emails, and inventory with mobile phones. If you haven’t already, it’s time to ensure that all of your digital content is responsive to mobile devices, including tablets. Content that is not easily readable on mobile screens is losing you conversion opportunities.

  • Design all of your auto dealership marketing with mobile browsers in mind.
  • Think about how your content is read: make your email messages short and to the point. Mobile readers will skim and scan before they decide to read.
  1. Modernize your website experience 

Get your website up to snuff, in other words. In terms of digital marketing (or perhaps all of your auto dealership marketing), your website is the most important piece of the puzzle. It’s the virtual doorway to your dealership. Your leads will pass through to view your inventory, read your content, and get a feel for how you do business. What will they see?

  • Create video content to post on your website. Dealership walk-throughs, salespeople spotlights, virtual car presentations, etc.
  • Hire a web designer to give you a new, sleek look. Make your website look attractive, fun, and engaging.
  • Make sure to build links to all your pages so Google can index them correctly.
  • Include pictures of the salespeople with short bios and contact information.
  1. Build your opt-in lists 

Converting your web visitors into qualified leads is a step-by-step process. Gaining an email address is easier if you offer something free in return, such as an e-book, white paper, redeemable coupon, etc. This is one of the main methods of inbound (or permission-based) marketing.

A simplified process would look like this:

  1. A person visits your website, views inventory, and researches your dealership.
  2. He watches your videos of vehicle presentations and reads your blog.
  3. At the bottom of your web page is an offer to download your entire library of video content.
  4. To download the content, he needs to provide an email address and/or phone number.
  5. He provides his information and is added to your opt-in marketing list.
  6. You sent out automated messages (email drip campaign) offering more useful content.
  7. After a few messages, you sent out a targeted promotion based on his vehicle search and behavior.
  8. He responds, comes into the dealership, and now your salespeople have a qualified lead.
  1. Segment and personalize 

Finally, if you want your marketing to provide effective ROI, you need to target specific groups and personalize your efforts. The “spray and pray” techniques do not work like they used to. People want to have a personal connection to your dealership. They will not respond to vague, objective, or generic marketing material.

For better results, segment your marketing lists into specific groups and demographics. Use your research and tracking tools to see what they’ve viewed, what vehicles they’re interested in, and what promotion would best attract their attention.

  • Break your email lists into specific groups. Create promotional material specifically for them.
  • Make sure your emails and text messages are personal. One-to-one conversations are the messages people respond well to.
  • Think small: brainstorm ways to target specific groups with engaging, useful, and relative promotions.

Give your auto dealership marketing a regular dose of new ideas and methods 

Every dealership needs to mix up their marketing efforts on a regular basis. Of course, if something is working well, there is no reason to try and change it. But, if you see that your “go-to” tactics are starting to flat line, use these tips to diversify your marketing mix. Remember: your internet marketing is a critical aspect of your overall strategy. Give your website the attention it deserves and build up your inbound marketing sales funnel.

What’s your opinion? Do you have any marketing tips to add? Share your thoughts!

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