EM360 Digital Blog

18 Nov 2016
Image of car dealership in Detroit.

Five Marketing Tips for Car Dealerships

Car com­pa­nies and big name deal­er­ships dom­i­nate TV com­mer­cials, web page adver­tise­ments, social media and even the radio sta­tions. It may seem like an impos­si­ble feat for a new car deal­er­ship to break into a mar­ket that is con­trolled by estab­lished names with big mar­ket­ing and adver­tis­ing bud­gets. How­ev­er, for the new­com­ers to the mar­ket, there are plen­ty of oppor­tu­ni­ties to make a claim and be heard (lit­er­al­ly and fig­u­ra­tive­ly) by the cus­tomers. Here are five impor­tant mar­ket­ing tips for car deal­er­ships.

Websites and SEO/SEM

Ease of nav­i­ga­tion and speed that your web­site oper­ates should be the two biggest con­cerns right behind the con­tent that is avail­able to your poten­tial cus­tomers. Car shop­pers that vis­it your site are look­ing for cars, plain and sim­ple. So give them what they want in a straight­for­ward man­ner. Pro­vide vehi­cle mod­els, fea­tures, prices and any­thing else so they do not have to jump through hoops or wait long for your site to load. Also, anoth­er impor­tant aspect of a qual­i­ty web­site that facil­i­tates con­sumer engage­ment is pro­vid­ing means of con­tact. Con­duct­ing a com­pre­hen­sive SEO strat­e­gy will help you achieve high­er search engine results, more traf­fic to your web­site and high­er qual­i­ty traf­fic as well. Search engine mar­ket­ing can be very effec­tive but will cost you mon­ey. Uti­liz­ing Google Adwords can guar­an­tee your posi­tion in the search results and you will be able to track and mea­sure all sorts of data to fig­ure out just how prof­itable your strat­e­gy is and whether you should mod­i­fy it. The feed­back and instant results are very appeal­ing of a SEM strat­e­gy. How­ev­er, it will cost mon­ey, unlike an SEO strat­e­gy that takes a lit­tle longer to see results from. 

Video Marketing

Fea­tur­ing new cars on your lot with videos can have a much big­ger impact than just pic­tures. Inte­grat­ing videos to your web­site will increase your mar­ket­ing poten­tial when pair­ing them with spe­cial offers, sales or events. Short but com­pre­hen­sive videos can be a huge asset for poten­tial cus­tomers that vis­it your web­site look­ing to make a deci­sion on where to shop. Pic­tures are great for show­ing your entire inven­to­ry but use videos to pro­mote spe­cial offers or new cars. 

Mobile Friendly Websites

Con­sumers want infor­ma­tion and answers as soon as they think of the ques­tions they want to ask. Liv­ing in a dig­i­tal and mobile dom­i­nat­ed econ­o­my, it is imper­a­tive to have a very user and mobile friend­ly web­site. When poten­tial car buy­ers are out look­ing for new cars, they do not have their com­put­ers with them but instead the smart­phones. Spend the extra time and mon­ey to make sure that your mobile site is adapt­ed to show­case exact­ly what your cus­tomers are look­ing for. If they feel that they are wast­ing time try­ing to nav­i­gate a web­site that was not built to be mobile-friend­ly, you have already lost their busi­ness. Speed and time are every­thing to the con­sumer, so it is in your best inter­est to invest and make sure that your web­site caters to both the desk­top as well as mobile users. 

Platform Specific Offers

Being a new­er car deal­er­ship, you may not have a large bud­get for mar­ket­ing and adver­tis­ing, so find­ing out the most effec­tive plat­forms to use for what you are try­ing to pro­mote is key. Track­ing sales that have been dri­ven from spe­cif­ic plat­forms is very dif­fi­cult to do. So before you invest mon­ey into adver­tis­ing and mar­ket­ing on plat­forms that may not be as prof­itable, try pro­mot­ing offers that are spe­cial to each type of plat­form. Whether its mod­i­fied offer terms or dif­fer­ent track­ing codes on coupons, tak­ing the time to mea­sure your mar­ket­ing efforts can be a huge tool to use when decid­ing where to spend the mon­ey on future cam­paigns.

Social Media

Face­book can be a tremen­dous asset when it comes to mar­ket­ing avenues for car deal­er­ships. It pro­vides very spe­cial­ized adver­tis­ing oppor­tu­ni­ties that are cus­tomiz­able for tar­get­ing audi­ences. Being able to get your name in front of the best pos­si­ble audi­ence of poten­tial cus­tomers is extreme­ly valu­able, but will cost you mon­ey just like a Google Adwords cam­paign. Cre­at­ing rel­e­vant posts and shar­ing con­tent relat­ed to cars, main­te­nance or just con­tent to gen­er­ate a fol­low­ing should be used to broad­en your reach. Also, Face­book is the per­fect plat­form to post pic­tures and videos of vehi­cles being pro­mot­ed.

What­ev­er the size of your bud­get may be for mar­ket­ing and adver­tis­ing, there are always aspects that you can improve on to increase your pres­ence, gen­er­ate leads and increase sales. EM360 can put togeth­er a cus­tomized car deal­er­ship mar­ket­ing plan to help you reach the results you desire. Request a pro­pos­al and sign up to our blog for more great tips on mar­ket­ing and adver­tis­ing.

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