Topic: digital marketing
The current pandemic has had an economic impact on nearly every sector and the auto industry is no exception. It’s left many car dealers feeling the need to tighten their belts in terms of marketing spend. But whether you just had your strongest month yet or sales are a slow trickle at your dealership, your digital marketing investment should remain a priority.
Here are three mistakes you should avoid making with your marketing during today’s pandemic.
CarGurus recently hosted a webinar with Facebook and Bosak Motors to discuss digital marketing trends for a new 2020. The participants shared many key insights over 30 minutes. Here are four important takeaways:
Update your marketing messages for the moment
Make sure to update your creative and messaging to communicate exactly what’s happening at the dealership right now. Bosak Motors updated all their messaging to advertise the services they’re offering to help keep customers safe, such as home delivery, contactless services, and online vehicle sales.
In the wake of the coronavirus pandemic, car shopping has changed in the blink of an eye. Join us for a live discussion on Wednesday, April 8 at 1pm ET with a panel of digital advertising experts from Facebook, Bosak Motors, and CarGurus. They’ll explore the impact of COVID-19 and how dealers can optimize their digital marketing strategy for a return on investment now and in the future.
In this webinar, you’ll learn how to:
- Adapt to evolving shopper trends during these unprecedented times
- Strategically incorporate social platforms in your digital advertising mix
- Measure and optimize your digital marketing performance
Have a question for the panel? Submit it now on the DRC Insider.
The value of being named a CarGurus Top Rated Dealer doesn’t have to end once you hang your plaque on the wall. Promoting your Top Rated Dealer status throughout your marketing activities tells shoppers that you’re committed to exceptional customer service and satisfaction. It’s a differentiator that will help you stand out against the competition down the street. Here are a handful of ways you can leverage your CarGurus Top Rated Dealer award throughout the year:
2019 was a strong year for used car dealers in the US. The market was just ahead of 2018, with approximately a third (36.9%) of dealers reporting improvement year over year, and a smaller proportion (32.2%) finding conditions tougher. But if you polled a room of franchise and independent dealers how their year went, you’ll get a mixed response. 46% of franchise dealers reported improvements in their market over 2018, but only 32% of independent dealers agreed.
Built around a survey of nearly 1,000 independent and franchise car dealers and our annual Dealer Council meeting, the inaugural CarGurus One Voice Report examines topics set to be key to retailer performance in 2020.
It’s hard to believe that the decade is almost over. As we inch closer to 2020, we searched our Dealer Resource Center archive to find our favorite dealer resources, stories, and best practices we published in 2019. We hope to continue sharing interesting stories and valuable best practices like these well into 2020. Thank you for reading! We’re excited to share what’s to come in 2020.
Does this statement ring true for you? Digital marketers are drowning in tactics and struggling to figure out what marketing really is—and isn’t.
Today’s marketing environment is complex, has been disrupted by technology and tools, and is constantly changing. Nodding your head? This session from our 2019 Navigate conference might help you untangle the marketing mess.
Your dealership hours might be nine to five, but your customers’ lives are not. More and more are doing their homework—73% of car shoppers research and compare exhaustively—and a lot of it is done online. Shoppers visit 13 auto sites on average. So it’s likely that their first contact with a dealership is after regular working hours.
The worst thing you can do with customer leads is let them sit, so there’s extra pressure on dealers to respond even when the physical shop may be closed. Here are four ways to capture and address those after-hours leads.
Dealers are no doubt aware of the impact a decent set of photos can have on a used car shopper, but video takes things one step further because it’s the next best thing to seeing a car in person. More and more retailers are using walkaround videos to show off their inventory, but as with any form of advertising, there’s a right way and a wrong way to do it.
We explain the dos and don’ts of producing a top-quality used car video that’s guaranteed to catch shoppers’ attention.
Most dealers say their website is their highest converting tool. However, in my role as a CarGurus account manager, I often see a one-size-fits-all approach to dealership websites. They’re missing any personality or wow factor, and they can be difficult to use. Together, these website issues don’t make me want to explore the inventory on the site or submit a lead for a vehicle that fits my search.
There are plenty of ways to optimize your website for shoppers though, whether you maintain your website in house, or you rely on a website host to keep it up to date. Here are three things CarGurus Digital Consultants suggest doing to improve your website.