People wrongfully assume that large auto dealers have a monopoly on internet auto sales. But from the online shopper’s perspective, value is the main objective. And it’s one that they are receptive to finding wherever it may be; whether it is in a large or small dealership, or an independent or franchise dealer.
The benefit of the internet is that there is no limit to how far buyers can reach out for information. It also allows for an unlimited amount of no-pressure research for buyers. to This helps them be sure of what they want, know what they are willing to pay, and under what terms – all before making contact with a Value seller. The internet allows for a more careful shopping experience, and since buyers today have the means to perform more thorough research (online) it presents dealers big and small Leads with a new range of opportunities to draw consumers.
So what is the key to successful automotive marketing? There are a number of things you can do to stay competitive with other online dealers, and maximize your traffic.
Know Your Competition
Every effective marketer keeps a close eye on their competitors, and automotive is no different. Tracking the successes and failures of your competitor’s sites both provides insight as to what’s working and an idea of where your competition is headed.
Know The Demand
Stay current with what consumers are looking for. Just like a dealership needs the right inventory mix, your website must have the right blend of tools and information that today’s consumer is looking for.
Push Your Syndication
Although consumers have a generally finite amount of research time, they won’t spend all of it with you. Make sure your inventory is active where the consumers are browsing to see them as many time as you can.
Automotive Marketing is about Making it Personal
Yes, shoppers want to know the year, make and model. They need to know interior and exterior colors, the mileage and amenities. But, believe it or not, the average consumer doesn’t get excited by reading options list. Get the upper hand by taking a few extra minutes to write a personal description of the vehicle and tell the consumer why it is best suited for him or her specifically.
Quality Vehicle Pictures
Buying a vehicle is an emotional process, and pictures are the most direct connection to that emotion. Consumers want real pictures of the vehicle that they are actually considering, not stock photography. Use a proper staging area, quality equipment, and take lots and lots of shots.
Shoppers become wary of listings that don’t include prices and photos. The message, “Contact dealer for pricing information,” is not a good marketing strategy. Not listing the price won’t give you a shot at an appointment any more, it will just get you dropped from consideration.
Specials & Promotions
The majority of shoppers do look for special offers when shopping online. If you have promotions and special sales or financing options, make sure they are clear. Even if you are just mirroring what an OEM is marketing, make it easily accessible and straight forward.
Looking for success in the realm of internet? Contact Convertus now!