You would be surprised to know the extent to which the internet influences car purchases. Although sales of vehicles happen mainly at the dealerships, the success or conversion of a lead depends on the quality of automotive digital marketing.
Any potential buyer would invariably search online first for the dealers, compare between their offers and then decide to finalize whom to contact.
It is a challenge to attract a buyer to your online dealership website as competition is high. In such a situation, how can you ensure that you will get the maximum traffic and they will get converted to sales? Read on to know about some tips:
- Customer reviews
This is one of the most effective strategies as people are more influenced to a great extent by the experience of others and their feedback with a specific dealer. Visitors will go through the reviews of others before deciding to contact you. You have to ensure that you get a good number of positive reviews so that a potential buyer can trust your service.
- Make yourself to the top of Google SERP
Google SERP (Search Engine Results Page) is the most preferred mode of web search when it comes to online visitors. If you appear at the top of the list of dealers, the chances are that your website would get the maximum clicks and visits. To stay on top without spending huge financial resources on your ads is a strategy that depends on:
- Your Google ads should be structured properly with tight-knit ad groups, having 15-20 keywords per ad group
- The keywords should be tightly related to your ad text
- Properly allocate the budgets for your ad campaigns based on your highest sellers, target audience, etc.
- Create highly persuasive ads
Adjust your campaign cost based on trends of car purchase
There are certain days or seasons in a year when buyers may get higher discounts on car purchases. You have to keep an eye on the reports by different research agencies regarding this trend, and based on that, and you can allocate your online advertising budget. It requires a good amount of planning for successful automotive digital marketing.
Remember that your target audience also does a good amount of research before contacting a specific dealer or finalizing a purchase.
You should also schedule your ads according to the time when you can get maximum traffic, like weekends, post-work timings on weekdays, etc.
- Manage the negative keyword list
Manage the negative keywords that would make your ads appear under irrelevant searches but would also cost you money. There are certain tools available online that would filter out irrelevant searches and configure the negative keywords.
- Target, the right people
You have to segment your target audience according to their preferences and the brand of cars they would be interested in and customize your marketing strategy based on their requirements so that they get in touch with you for inquiries—for example, buyers/audience for luxury cars, affordable cars, or used cars.
Since you have got an idea about making the most of your promotional activities through automotive digital marketing, keep the tips in mind for getting a higher volume of leads and conversions through the online channel.
