Are you spending a lot of money each month on your digital marketing and internet operation but not getting the return on investment you want? It’s a common problem.
Without the right plan, marketing investments fail
Every day, dealers spend thousands of dollars to improve their website, do search engine marketing and buy every lead source and product in the market. Sadly, though, most dealers struggle to break even on their investments— their close rate is poor and morale broken!
Understand how clients shop to improve your marketing
None of us can argue that 100% of our opportunities come from our marketing; however, all of our results come from having an effective and fail-safe process. Process and communication tactics are not always the shiny objects that dealers chase or want to talk about, but they are the only way we will meet and surpass our goals for our internet operations.
When creating your tactics, remember that the internet has changed the way we all live and operate. And, especially for auto shoppers, the wide availability of information about products has made customers extremely smart and selective buyers.
3 ways to immediately improve your digital marketing
Fortunately, you can capitalize off these trends and make an immediate improvement to your digital efforts with the right strategy.
Here’s what I recommend:
- Go where they are. There are more than a billion websites, so discovering where your clients spend their time and realize that putting your marketing there is key.
- Recognize the wealth of information available to them. Buyers research—a LOT—before making a purchase. Your marketing should speak to them respectfully and give them information they need.
- Be real. Social media plays a large role in the purchasing decision, with most people relying on their social networks to guide their choices. Don’t be afraid to include social media in your marketing mix, but be critical about choosing the right channels and voice for your dealership.
If you or your team members are looking to improve your internet or BDC operation for the better, please join the NCM Institute for their courses Mastering Digital Marketing and Internet/BDC Operations Management.