A dealership is the most crucial part of the auto business, and it can be tough to run a successful one. Auto dealerships, wholesalers, and retailers have to fight for every sale, and that’s why marketing your dealership is so essential. How can you boost car sales with so many factors at play in the automotive industry? Luckily for you, we’ve compiled some tips that will help increase profits and turn more customers into repeat buyers:
Know Your Target Audience
As an automobile dealer, you should clearly understand your target audience. If you don’t know them, you cannot reach them effectively. You need to know their problems and how to communicate with them.
There are several ways that you can get connected with your target audience:
- Use the internet
The internet gives us access to millions of people worldwide. It offers an excellent opportunity for business owners like yourself who want to expand their business by marketing their products or services through digital media channels such as social networking sites (Facebook), blogs, and forums.
- Direct mail
You can also send direct mails to potential customers at their home addresses using snail mail.
- Email marketing
Email marketing is another effective method of reaching your target audience. It allows you to send promotional emails containing product information or special offers directly to customers who have expressed interest in what you offer.
While this is just a small list of how to connect with your target audience, there are many more. The key is identifying and executing the methods best suited to your business.
Be Active on Social Media
As mentioned earlier, social media is an excellent way to build brand awareness and reach your target audience. It’s also cheaper than other marketing channels like print advertising or billboards.
On social media, you can promote new cars and used cars simultaneously. You can also use it to reach out to customers likely interested in buying an automobile from your dealership by posting relevant content on their timelines or pages that they follow.
You can post photos of your stock, write descriptions of available models and compare them with other dealerships in town. This way, you’ll increase the chances of more customers visiting your lot and buying cars from you instead.
Use social media to get feedback from your customers. You can ask them questions about their experiences buying cars at your dealership, and they’ll probably answer honestly because they already trust you. You can also ask them what they like or dislike about a particular model of car or even how much they would pay for one. It can give you a better idea of how much profit margin you could make on each sale.
You can also answer any questions that customers may have about your dealership, how it works, and even the cars you sell. For example, if a customer asks if they can purchase their car on credit, you could respond by saying yes or no, depending on the financing arrangements available at your location.
Reviews are essential to your dealership’s sales. When customers leave a review, they share their experience with potential customers.
According to Google, reviews can positively or negatively affect sales by as much as 30%. They help people decide whether to purchase from you and what service you provide. They can also help you add more value for your customers and improve your business in the long run.
So how do you get reviews? You can ask your customers directly for them after each visit, but that doesn’t always work well because it puts pressure on the client and sometimes feels awkward (especially if they don’t like writing reviews). Instead, try using some of these strategies:
- Add links throughout your website directing customers where to go if they want additional information about an item or service before purchasing something online.
- Offer a discount or other incentive to those who leave reviews. It gives people an additional reason to leave feedback while also helping you save money on advertising by leveraging the power of reviews.
Make Appealing Deals and Offers
You can offer a variety of deals and enticing offers to attract customers. Your marketing team should be able to come up with some great ideas for different types of deals.
Once you have some fantastic deals ready and available online, it’s time to advertise them. Consider using social media platforms like Facebook and Twitter to promote special offers from your dealership because this is where people go when looking for news explicitly related to automobiles.
You can also use other forms of digital marketing, like email marketing and search engine optimization (SEO), to get more people in the door. Another option is to partner with local businesses that offer similar products or services.
Improve Customer Service
Improving customer service is a vital part of the car-buying experience. It can help you sell more cars while keeping your customers coming back. Customer service can be improved with training and strategies like communicating more effectively between departments and improving communication between salespeople and management.
It can also help to improve your customer-facing technology. The more seamless and intuitive it is, your customers will likely find it helpful when shopping for cars.
A fantastic way to improve customer service is by getting your customers involved. Ask them how they like the experience of buying a car from you and use their feedback to improve your business.
Optimize the Website for Search Engines
Set up Google Analytics on your website and use its real-time insights feature to get a quick view of how many people are on your site right now—you can even see where they’re coming from. You can find out what your website is doing well and find ways to improve. Look at your analytics and see which pages are getting the most traffic. Write more content similar to those pages, and make sure it’s well-written, engaging, and updated regularly.
Make sure your website is mobile-friendly. Add a sitemap to help search engines crawl your site. Use Google Webmaster Tools and Bing Webmaster Tools to submit your site, monitor its performance, and fix any errors in its code.
Use some of these tips to optimize your website:
- Use keywords in your content
- Create a sitemap
- Have a mobile-friendly site
- Be sure your website is secure
- Track traffic with analytics
Creating a brand around your dealership is essential.
In auto dealership marketing, you must do more than create and use a logo on your website, business cards, and other collateral. A brand is more than just the design of your logo; it’s about how people perceive what you do. Branding involves your company’s reputation and how you communicate with customers before and after they buy from you.
Creating an effective brand means creating an experience for potential customers that sets them apart from others in their area. If there are numerous car dealerships nearby, having a solid brand can help differentiate yours from theirs in such a way that makes people want to buy from you instead of going elsewhere.
It’s also important to note that branding isn’t just about your dealership. It’s also about the experience customers have when they come in and buy a car from you. How do they feel when they leave? Are they happy with their purchase? Do they feel like they were treated fair while buying or selling? If so, then you’ve effectively branded yourself as someone who cares about customer satisfaction rather than just making money off them.
Adding more stores to your portfolio can help.
You may think that adding more stores to your portfolio can only cause confusion for customers, but this will help boost sales. The more locations you have, the more traffic will come in, and more cars will be sold.
Simply put, More stores = More sales = More profit = More growth = More money!
Adding more stores can help you better grasp your market and see what customers want. For example, if you decide to open another location in the same city, you’ll be able to see if there’s any overlap between the two stores. If there is, you should focus on building one store at a time instead of both.
While you want to ensure that your stores are located in different areas, it’s important to remember that the closer they are together, the more customers will see them as one brand. It is especially true if you have multiple locations in the same city.
You can boost your car sales by implementing these dealership marketing strategies. You need to know that it takes time before you start seeing results. If you have never tried these methods, don’t expect immediate results. But if you continue with the same approach for a few months, then there is no doubt that your sales will increase.
Eric Spin is a content marketer at Averickmedia with four years of experience. To engage and inform the audience, he has developed his ability to create intriguing storylines and offer high-quality material. He employs his knowledge in content strategy, SEO optimization, social media management, and data analysis to help his clients’ websites receive more traffic, convert customers, and establish their brands