It’s no surprise to anyone that car buying trends have changed drastically over the past twenty years. Every dealership needs at least a website, a PPC (pay-per-click, also known as CPC or cost-per-click) budget, and automotive classified ads. There are plenty of solutions out there that promise volumes of traffic and third-party leads. But how can managers and marketers measure these campaigns’ effectiveness if we don’t talk about how people are searching for vehicles on the web?
In 2016, car shoppers only visited an average of 1.2 dealers to make a purchase or lease. That number is projected to go down to 1.1 in 2017. Research has also found that it takes consumers anywhere from six to twelve months from the time they decide to look for a car, truck, or SUV to the time when they visit the car lot. What, exactly, is going on during those months? More importantly, how can marketing strategies be built to speed up this process?
Studies have shown that consumers are taking the time to research products. For the car business, that means learning about and comparing various makes and models by visiting both manufacturer websites and review sites.
Another study from 2012 found that seven out 18 sources used for automobile shopping were internet-based. In other words, the people who are visiting dealerships are car-savvy enough that they know what they want and how to negotiate prices. What they are looking for during all those months of research is the information to ensure that the vehicle they purchase matches their needs and lifestyle.
You might be thinking that these folks can learn everything they require from the OEM and then just search for a local store. True, but why choose one store over another? The key to engaging and enticing car buyers to visit a particular dealership is by providing them with the information they want. It’s not enough to give them a price, a few photos, and minimal performance details. Tell them about the trims, the packages they can add on, the perks of having the latest infotainment system. When a dealer provides that information, it automatically becomes a resource for the car buyer and makes shoppers more likely to visit the store or fill out a lead form.
So now we have a question for you about your current marketing techniques. Are they just advertising your inventory on the ‘net, or are they providing consumers with details about the various vehicles on your lot? Do they geographically and demographically target the population surrounding your store location? Finally, is their dashboard easy to read while also allowing you to compare all of your vendors? We didn’t think so. Give us a call to set up a presentation today to discover a new way to market your inventory that will provide quality traffic and first-generation leads