28 Jul Why Car Dealership Digital Marketing is More Important Than Ever Before
With recent changes to the way auto shoppers search for vehicles, it’s more important than ever to create a strong online presence. With the right car dealership digital marketing solution in place, you will be able to pull ahead, even during difficult times.
In this article, we will look at:
- Why you need digital marketing
- How to connect with customers
- Changing the way you sell cars through advertising
- Increasing the dealership’s bottom line
Why You Must Focus on Personalized Car Dealership Digital Marketing
Anyone can simply throw some ads on social media or send out an email blast. While any advertising method could accidentally be effective, the most important message is the one that is personalized.
Let’s dig deeper into the importance of car dealership digital marketing, why personalization is important and how to change the car sales process to appeal to your customers.
By the time your customer comes to the dealership, it’s likely they have already performed their shopping. Even before coronavirus hit, customers were already looking to do most of their automobile shopping online.
According to the Cox Automotive 2019 Car Buyer Journey Study, car shoppers spent more than sixty percent of their time online, which was up from 57% in 2017. In addition, consumers were only spending a little more than thirty percent of their time at the dealers. Imagine how much more this has changed since the pandemic hit, and it likely will never go back to normal.
More consumers will choose to shop online in the future. If you aren’t where they are, providing the personalized experience they want, you are going to miss out. You must understand their needs and wants as you provide valuable information.
You Must Be Where the Customers Are
It wasn’t that long ago that dealerships thrived by providing print and television ads, but that’s not the case today. Your customers are on digital channels, waiting for you to join them.
As you continue to compete with other dealerships to get attention from the car buyers, you must show up everywhere your target audience is. Now is the time to maximize engagement through a multi-channel approach.
Let’s take a look at some social media demographics.
Facebook continues to be the most used social media network in America. In fact, nearly seventy percent of US adults use the site. Those who do use it, almost 75% visit every day. Overall, there seem to be more women than men using the site, as well.
Here is the breakdown of usage by age:
- 51% of 13–17 year olds
- 76% of 18–24 year olds
- 84% of 25–30 year olds
- 79% of 30–49 year olds
- 68% of 50–64 year olds
- 46% of 65+ year olds
Instagram continues to become more popular, with daily login just below Facebook. More than sixty percent of users will login daily. Here is the breakdown of age demographics.
- 75% of 18–24 year olds
- 57% of 25–30 year olds
- 47% of 30–49 year olds
- 23% of 50–64 year olds
- 8% of 65+ year olds
The adults in the United States are using Twitter less frequently. Only about 22% are currently active on Twitter. Here are the demographics for 2020.
- 44% of 18–24 year olds
- 31% of 25–30 year olds
- 26% of 30–49 year olds
- 17% of 50–64 year olds
- 7% of 65+ year olds
On LinkedIn, you will find lots of professionals, ideal for dealerships attempting to sell luxury cars. Still, less than ten percent of US users will visit the site more than once per day. Look at this breakdown of users.
- 17% of 18–24 year olds
- 44% of 25–30 year olds
- 37% of 30–49 year olds
- 24% of 50–64 year olds
- 11% of 65+ year olds
In a month, more than 300 million people around the world will use Pinterest. It might not seem like the perfect spot for car dealership digital marketing, but this platform offers lots of potential. Here are the current demographics.
- 38% of 18–24 year olds
- 28% of 25–30 year olds
- 35% of 30–49 year olds
- 27% of 50–64 year olds
- 15% of 65+ year olds
Change the Auto Sales Process with Car Dealership Digital Marketing
When you implement personalized marketing for your dealership, you change the interaction between you and the customers. By carefully creating a connection from the marketing and sales teams at your location, you can become more effective and sell more cars.
The modern car buyer is looking for more than just a good deal. They want a great experience and you must make them feel comfortable. With the right dealership marketing support in place, you create a seamless transition from the initial point of contact through the sale.
Personalized advertising also allows you to make better customer recommendations. When you center the experience around the customer’s wants, you have a better chance of making a sale.
Increase Your Dealerships Bottom Line
There’s a clear advantage for dealers that are willing to focus on digital marketing efforts. Not only will these efforts pay off by creating a better customer experience, but they also help you sell more cars.
It’s time to embrace the changes that are coming to auto dealerships across the nation. From collecting auto sales leads to crafting personalized marketing campaigns, you need to give deeper thought to the processes you are currently using.
It’s time to increase your retention rate, capture a larger market share and drive more revenue. Additionally, focusing on car dealership digital marketing ensures that you reduce the auto lead generation costs, decrease the money spent on marketing and increase the campaign’s effectiveness. When all is said and done, you will enjoy a better sales closure rate as well. All of these convert to more benefits to your bottom line.
Don’t Do Your Car Dealership Digital Marketing Alone
AimLogic is ready to help you today. It’s time to step up your advertising game with some innovative and unique solutions. Our automotive marketing firm only works with car dealerships, so we already understand what works. We don’t need to run trial and error experiments while working with your money.
Whether you simply want some help finding new buyers or you want an innovative way to reconnect with old prospects, we can help. Talk to our experts today about how we can benefit your car dealership.