09 Sep Comprehensive Guide to Automotive Digital Services
The world is digitally connected and your automotive dealership should be no different. Today’s car buyers are searching online to find the vehicle they want. With this ever-changing industry, you must use the best automotive digital services if you want to connect with them.
In the global state of digital 2019 report, we see that Internet users in American will spend 11 hours a day online. More users than ever before are using their mobile devices to access the Internet from home, on-the-go and at work.
As far as car-buying goes, the majority of research falls into these categories:
- Should I lease or buy a vehicle?
- What car is best?
- What car is right for me?
- Can I afford this car?
- Where can I buy a particular car?
- Am I getting the best deal on a particular model?
- What features does this model have?
Seeing all of the information today’s consumer wants to find, you must implement a digital marketing strategy that meets their needs. Still, the dealership advertising solutions are not a one-size-fits-all deal. Therefore, you must utilize what works for your situation.
That’s why we’ve put together a comprehensive guide to digital marketing.
Automotive Digital Services Categories
As we work through the available digital marketing services, we must address every area your business should be working through – whether in-house or with an advertising agency.
The seven largest online digital marketing categories include search engine marketing (SEM), search engine optimization (SEO), content marketing, pay per click advertising (PPC), social media marketing (SMM), email marketing and affiliate marketing.
Search Engine Marketing
SEM is a paid version of SEO. With this method, you pay to be at the top of the result pages. This price depends on what keywords you want to rank for. There are a few keywords that cost $600 per single click. Some automotive dealerships don’t find this method to be as beneficial as the other digital marketing solutions.
Search Engine Optimization
SEO is the process used to enhance your dealership’s visibility within the search engines. When done correctly, your website receives the attention it deserves when someone is looking for information.
This requires a focus toward on-page SEO and off-page SEO. With all the changes Google makes in a year, it might seem impossible to keep up with what’s new. Thankfully, on-page SEO remains consistent. This includes your title tag and meta description. Other aspects to pay attention to include page optimization, keywords and 404 pages.
Off-page SEO refers to anything done away from your site. This includes guest blogging and promotional pieces. Link building is a fabulous way to gain more SEO traction. With all of your SEO needs, it’s wise to use a professional that understands how to rank effectively. There are right and wrong ways to show up in the search engines. With that said, your dealership doesn’t want the consequences of hiring a novice who violates the appropriate methods.
Content marketing focuses on providing clients with relevant information. You want to provide quality content because this helps your SEO scores. It’s one of the top-ranked factors with Google. Not only that, but relevant content helps you to engage with your clients.
Content comes in various forms. You can write blogs, provide podcasts and create videos. With videos, you quickly build awareness of your vehicle and spread your name, especially if the videos are unique and engaging.
Pay Per Click Advertising
PPC requires payment for every click on an ad you create. It’s similar to SEM but seen with many social media platforms. With Facebook, you want an advertisement that looks like a status update. Then, you pick the target audience and set your budget. This type of advertising looks less obvious than some other forms.
Social Media Marketing
While we are discussing social media, let’s discuss other ways to use the platforms for marketing. Instagram is quickly becoming more popular. Instagram provides the perfect opportunity for dealerships to highlight current inventories. Still, Facebook and YouTube continue to top the charts for dealership reach. Therefore, you want a professional automotive digital marketer by your side to implement the right solutions.
This form of marketing has a high engagement rate when done properly. What’s one thing every social media user also has? An e-mail address is the correct answer.
According to Opt-in Monster, while the number of email and social media users remain fairly similar, customers prefer to receive promotions through email. In addition, there’s a 6% conversion rate for email versus only 2% on social media. This just proves that email is still the perfect way to market your dealership.
Affiliate marketing is word of mouth referrals that you pay for. For dealerships, this works well with local bloggers. The local company or website does a review for you and uses a special link that allows you to track the traffic. If a reader buys a car or does business with you, the dealership pays that person for the referral. As a result, payment is then made as cash or through services.
Automotive Digital Services for Your Dealership
While all of these solutions should be implemented in any dealership, you don’t necessarily want one person or company to handle them all. Having someone deal with all of these dealership marketing aspects will lead to burn out. Likewise, it lowers your ROI.
In short, you need companies that have proven to have the best advertising solutions for each avenue. For example, AimLogic has proven to be the leader with video advertising. We keep up with all the latest trends and provide unique content that sets you apart from the competition.
Our OEM Style Video Ads provide a professional appearance to your website and social media channels. Cinemagraphic Ads are ideal for Facebook, Instagram and email marketing. We also provide In-The-Market Data to our clients. Above all, this helps you connect with car-buyers looking to make a purchase in the next 30 to 120 days.
Reach out to AimLogic today and let us create an automotive digital marketing solution that fits your needs and your budget. You won’t be disappointed.