Inbound marketing strategies can attract new customers
The auto industry marketing landscape is evolving. Traditional marketing tactics like billboards and TV commercials just aren't as effective. This type of marketing is described as outbound and doesn't provide a targeted approach. Inbound marketing, however, is a way to attract specific buyers. There's much opportunity for independent car dealers to use inbound marketing. And chances are you'll get results.
Consider these stats:
Based on these stats, higher sales and more conversions are viable. So, where should you start? We're going to focus on three inbound marketing tips for independent auto dealers.
Tip One: Produce Great Content
Is your digital presence purely product driven? Why not add some complementary content. Using original content like blogs, infographics and video can attract buyers in the beginning stage of the buyer's journey (awareness). This is a time when prospective buyers are asking questions and looking for answers. The content produced shouldn't be self serving but rather add value to the user. For example, write a blog post on why drivers should consider certain features, or simple tips on keeping a car well- maintained. Most users, especially millennials, do a considerable amount of online research before buying. Be there, and deliver quality content.
Tip Two: Use Targeted Email Strategies
Getting users to opt in to receiving email is kind of a big deal, but you must have a strategy to nurture the lead. You shouldn't send blanketed email campaigns to your entire database. Segment lists as much as possible based on demographics or other factors like stage in the buyer's journey.
Research shows that for every $1 spent on email marketing, up to $38 can be returned. But you still have to do it right. Your email messaging must be aligned with that buyer. Personalize as much as possible based on their preferences or interests. For instance, parents may be more interested in SUVs while retired individuals could be more interested in luxury cars.
Tip Three: Actively Engage on Social Media
There are many more people tuned into social media than are not. Social media isn't just for connecting with friends and posting pictures of your dog. Custom conversions happen every day on social media platforms. So, you've got to be part of it.
You'll need to do more than just set up a profile. You'll want to share original content, third party industry content and promotional posts. But lean more toward informing and being interesting than pushing your products. You also must actively engage with other users. Liking and sharing is part of the social media ecosystem. The more engagement you foster, the more traffic you can drive to your website.
Social media isn't always the most perfect channel. There is always the risk that you'll receive negative comments. Try to take comments offline immediately with your initial response. But don't ignore them!
These are just a few tips to integrate inbound into your marketing strategy. The key to inbound marketing success is to deliver targeted, relevant messaging in the right channels.
Thanks for reading, and I hope you enjoyed this post! Take a look at my other blog posts for even more tips and tricks with your automotive marketing. As always, if you have any other questions or comments, please feel free to leave a comment below or send an email to me at firstname.lastname@example.org.
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