The automobile industry has come a long way — and not just in terms of technology. At the beginning of the millennium, those looking for a new car would typically go around town trying to find the right model at the right price. But according to research from Google, the customer journey has become much less physical. Questions about product affordability, suitability, and ranking are increasingly being resolved during online micro-moments. If you’re in the automobile sales market, the message is clear: with car shoppers spending less time exploring dealerships firsthand, digital marketing is gaining more importance in capturing their attention and business. To make the benefits of online marketing more concrete, let’s consider some common goals for auto dealerships — and how digital tactics fit in.
Attract Willing Prospects
No dealership can expect people to do business with them immediately, especially at the early research stages. Online marketing for the car product niche is a long game. Even if you’ve got the best deals in town, the vast majority of people will make their decision only after looking at different options and providers. To maximize your sales opportunities, you’ve got to be visible to people at their most receptive. That means judicious use of paid ads; native and display advertising can help you get in front of specific audiences and demographics. With website cookies (and in Facebook’s case, pixels), it’s also possible to show ads to people who’ve visited your website before. Tools like these make it easier than ever for you to be the welcome interruption to people as they decide on their new car.
Build Authority
For people looking to make informed decisions, model, price, year, and make are just the bare minimum requirement. They’ve also got to know the features that can address their pain points, as well as make life convenient and enjoyable. In other words, they need to know what to expect from a vehicle, and how well it would fit into their lifestyles. That’s where you can leverage content for automotive lead generation: blogs, white papers or videos. Quench people’s thirst for information with reviews, product comparisons, and industry insights. For these assets, clarity and accuracy are non-negotiable. But when you’re marketing cars for niche audiences, you can’t rely on run-of-the-mill materials and tactics; demonstrating authority and expertise is critical.
