Unless you’re really lucky, keeping car sales rolling in isn’t as easy as turning the lights on at your dealership and crossing your fingers. Instead, you need a digital marketing strategy that attracts shoppers and ultimately turns them into buyers.
From optimizing your website to personalizing email campaigns and creating helpful videos, there’s a lot you can do to give your dealership a competitive edge. But there’s no one-size-fits-all approach, and that’s where these marketing best practices come in:
#1 Create an omnichannel marketing strategy to maximize your dealership’s visibility
To stay top of mind throughout today’s scattered buying journey, spread your marketing efforts across multiple channels, from email to social media to paid search, focusing on every stage of the shopping funnel.
Make sure your channels are aligned—consumers that view a consistent message across multiple channels increase their purchase intent by 90% and improve their perception of that brand by 68%.
#2 Measure your campaign success
To understand what’s working and what’s not, you need to measure the effectiveness of each of your marketing campaigns. Overall website traffic is a good starting point. Use this metric as a benchmark for what you hope to be driving month over month or year over year and look for that number to go up over time.
Avoid looking only at “vanity metrics” which might look good on paper—like the number of fans on Facebook—but don’t tell the full story. You could have on million Facebook fans, but if no one is engaging with your social posts then you need to change your strategy. Instead, look at a variety of actional metrics like engagement rate to understand true campaign success.
For more information and the remaining four best practices, visit insights.cargurus.com/2019marketingbestpractices-us.