Topic: Marketing tips

A car dealer’s guide to videography

Posted by Meg Bernazzani on October 3, 2019

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.

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Topics: digital marketing, Marketing tips, video

3 simple steps for improving your dealership website

Posted by Lydia Thein on September 9, 2019

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.

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Topics: best practices, digital marketing, Marketing tips, website optimization

Understanding the what and why of retargeting

Posted by Meg Bernazzani on June 12, 2019

You visit a website to check out a pair of shoes you’ve been eyeing. You leave without buying them. You visit ESPN to check a score, then sign into Facebook to look at your newsfeed, and so on. Suddenly, you notice there are ads for the very shoes you were looking at following you around the web.

Maybe you ignore the ads at first, but after seeing the shoe ad for the tenth time, you decide to go back to the website and buy them.

That’s retargeting at work—and we’ve probably all had this experience in today’s digital age.

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Topics: digital marketing, Marketing tips, retargeting

A car dealer’s guide to digital marketing best practices

Posted by Meg Bernazzani on June 5, 2019

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:

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Topics: best practices, digital marketing, Marketing tips

Choosing a digital marketing partner to set your dealership up for success

Posted by Meg Bernazzani on April 16, 2019

Digital marketing is a crucial way for your dealership to reach today’s online shoppers. But where do you start? There are essentially three main ways you can handle your dealership’s digital marketing efforts:

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Topics: digital marketing, marketing, Marketing tips, partner

Paid search: a car dealer’s path to driving more sales

Posted by Meg Bernazzani on April 4, 2019

When shoppers decide they’re in the market for a product or service—or they’re generally curious about something—they head to a search engine like Google for information. In fact, billions of Google searches happen every day. Think about how many of those are car searches—or, chances for your dealership to attract potential customers to your site.

While you can rely on search engine optimization (SEO) tactics to help you increase the ranking of your site without spending money, changing algorithms and ranking criteria make it hard to maintain your position in search results. So how else can you promote your dealership and drive new visitors to your site? Through the use of search engine marketing, or paid search as it’s commonly called.

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Topics: Marketing tips, paid search, search marketing, SEM

5 tips for writing compelling copy for online automotive ads

Posted by Meg Bernazzani on January 21, 2019

In the past several years, there’s been a surge in digital advertising spend in the automotive industry. Last year, for the first time, digital advertising made up more than half of total ad spending—and eMarketer forecasts that consistent, double-digit growth in digital ad spending for the auto industry will continue through 2019.

Yet all too often, dealerships treat the copy in their advertising as an afterthought. They toss in a few keywords, check the grammar, and hit publish. But copy is important—words matter!—and it should be treated that way.

We’ve put together some of the top tips for writing ad copy to help your dealership get the greatest ROI from online ads.

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Topics: advertising best practices, digital marketing, Marketing tips

CarGurus test drive reviews give dealers another way to reach car shoppers

Posted by Meg Bernazzani on December 18, 2018

CarGurus helps millions of shoppers find a good deal on the best car every day. How? You probably already know that consumers come to our site to compare models, read dealership reviews, and find a good price on the car they’re looking for. You might not know that they also come to CarGurus to get independent reviews of the cars they’re interested in. Our collection of video test drive reviews help shoppers discover which car is best for them by giving insight into the performance, comfort, technology, safety, and overall quality of some of the most popular makes and models.

From top-rated SUVs to new sedans and trucks, CarGurus test drive reviews are a great resource for shoppers narrowing their search—and resources that all dealers can share with their potential customers. Below are five of our most recent test drive reviews. Share them on your social channels or post them on your blog to give shoppers the final push they need to visit your lot.

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Topics: car reviews, consumer resources, Marketing tips, test drive reviews

Why your dealership should start marketing its service department—and 4 strategies for doing it

Posted by Meg Bernazzani on December 12, 2018

More than half of the average dealership’s revenue comes from its service department. Yet only about 30% of sales customers return to the dealership for service within the first year of ownership—and that number drops with each passing year. Why? Studies show that convenience and price are the main factors. Car owners believe that returning to the dealership for service is less convenient than visiting a local mechanic, and they assume non-dealership service options are better deals.

But as car owners continue to hang onto their vehicles longer than ever—and the opportunity to increase revenue grows—it’s become crucial for dealerships to expand their digital marketing efforts to include their service department. Dealerships that set themselves apart by marketing their services stay top of mind among existing customers and earn more new business.

Fixed ops marketing presents a valuable opportunity for dealerships, but to truly tap into the opportunity, you have to be strategic. Here we explore four things you can do to effectively market your dealership’s services and reach more potential customers.

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Topics: fixed ops, Marketing tips, service department

Use CarGurus resources to connect with customers after their car purchase and stay top of mind

Posted by Meg Bernazzani on November 20, 2018

People have become information-obsessed, even over the small stuff. And car buyers are no exception. They’re spending more time than ever—over 13 hours in many cases—researching their purchase options before ever making a decision.

But what happens to those car buyers after they’ve done their research and made their purchase at your dealership? Their need for information doesn’t end. As car owners, they need to know how to maintain their vehicles, where to go for service, what insurance to get, and more.

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Topics: consumer resources, driving sales, Marketing tips