Marketing in the automotive industry is an arduous task. Not only is it a very competitive and expensive industry, but certain techniques are required to carry it out. Since the emergence of the pandemic, more marketing activities have gone online. This also includes the auto market. For this reason, selling in such a competitive market requires a unique marketing style and approach.
In this article, we shall discuss ways to drive sales in this competitive industry using automotive digital marketing. So, let’s get started.
1. Go Online
It will interest you to know that 86% of car shoppers begin their buying process online. For this reason, developing an online car marketing strategy is vital if you want to drive sales.
Taking your brand online is not restricted to an e-commerce shop. It involves going to wherever your customers are. It can be on search engine result pages or social media. Consider all factors before you pick a social media platform for your vehicle marketing. These factors include:
- Availability of target audience
- Type of content (is it text or video)
- User behaviors
Constantly putting your automotive products in front of your target audience will make them keep you in mind when purchasing one.
Some of the ways you can utilize your online presence to boost sales include:
Your online plan should be to analyze and monitor your customer’s buying journey. This should include your target audience before building your campaign. Therefore, it is critical to learn and know as much as possible about your customers.
One of the ways to monitor your customers’ online activities is through site analytics. Therefore, one of the essential aspects of online car marketing is measuring and analyzing consumer behavior.
Running a campaign without knowing its results will lead to futile efforts. Data analysis will help you know what customers are searching for and how they search for it. It will also help you know the features they need and how they need them.
Delivering what customers need is the main stake in sales. The person who does it well makes the highest sales.
- Influencer Marketing
Social media is a very handy tool for automotive companies when it comes to their online presence. Investing in influencer marketing comes with a very high ROI.
Social media users tend to rely on the insights from their favorite celebrities before making a purchase, including car purchases. Aside from that, people will naturally love to drive the same car their favorite influencer drives.
According to a survey, 84% of customers on social media depend on influencer advice before making purchases.
TikTok, Instagram, and YouTube are very useful influencer marketing platforms that can drive sales.
2. Narrow Client Choices with User Generated Content (UGC)
One of the major pushes for a customer to make payment for a car or any other product is customer reviews. Existing customers mainly generate these reviews. They may be in the form of videos, comments, and ratings. It would be best to explore everywhere to get reviews, like Google, social media platforms, and websites.
Nobody wants to go on with a dealership with negative testimonies or 1-star reviews, right? No one will also go on with a dealership that has obsolete reviews.
These reviews can be posted on your website and social media pages as free content. Constantly updating customer reviews and testimonies reassures prospective buyers. Reviews are one of the most effective ways to upscale the auto market.
You should ensure to address the customer’s needs in terms of negative reviews. This will present you as attentive and build confidence.
When new customers see good reviews about your vehicles, they become confident to take further steps like making payments.
You can channel the reviews to promote a particular car or feature. Doing so can narrow the client’s choice from many options to just a few. This will help make purchasing faster and, as a result, boost sales.
3. Get to the #1 Spot on Search Engine Result Pages (SERP)
This is another effective way to drive sales with your digital marketing plan. As stated earlier, most people first turn to the internet when they want to buy a car or any other product. Therefore, since search engines are their first point of consultation, you have to be at the very top.
Research shows that 76% of clicks go to the results that appear on the first pages, while 53% of the clicks go to the first five listings. For this reason, an investment in search engine optimization (SEO) to get your website to the top of SERP is essential to drive sales. The more people that click on your website whenever they search, the higher the conversion rate your website gets.
Organic SEO will easily get your website to the first page of search engines like Google. One of the ways to do this is by inserting relevant keywords in your blog post and other ads. Once this is ready, and your website is always high ranking, then be assured of customers always coming to buy.
4. Public and Mobile-Friendly Website
Digital marketing is all about online presence. Therefore, car dealers’ websites should be designed to be mobile-friendly. Mobile devices account for over half of all internet traffic. For this, a mobile-friendly website will receive more visitors than a desktop-friendly website.
One of the most useful places for online marketing is your company website or online store.
Furthermore, it is critical to ensure your website is optimized and user-friendly. One of such is the time taken for your website to load. Another is the UX design of the website. A website that loads faster and has a good UX design will receive more visitors. You can turn your website into your showroom when you put this in place.
Customers will be more likely to buy because of the benefit in search traffic, resulting in increased revenue.
5. Build a Community with Your Customers
Relationship with customers is another important way to upscale sales with digital marketing.
You must reach out to your customers and build a lasting relationship with them. When customers are treated right, they will refer their friends and family to you.
Some of the best customer service practices include:
- Prompt response to issues when raised
- Constant communication between you and your customers
- Always make a remarkable first impression
All these will build trust between you and the public. This trust will be transformed to make you choose whenever they want to buy a car.
Digital marketing has replaced the traditional marketing styles. However, it is the one who does it right that gets the best results.
From our discussion, we have stated some vital ways to drive sales in the automotive industry with digital marketing. The above points focus on awareness and trust-building to drive sales. That is because they’re the significant drivers of automotive marketing.
However, it is up to you to choose the right strategy that works best for you and apply it.