With over 30 years of automotive experience, we know what needs to be done, and we have the expertise to do it right, we have held ourselves to the highest standards for those 30 years.
Creative Dealer Ads
Automotive digital marketing is a complex issue. On the one hand, dealerships of all sizes depend on having a website and some creative car advertising strategy to promote their inventory and services. At the same time, most managers have no fundamental understanding of how SEO, PPC, and other digital marketing techniques work. The result is that dealerships have their choice of vendors and tactics, but it’s too easy to fall prey to snake oil. To ensure that you have the best online advertising tools at your disposal, GMs need a better way to monitor their vendors.
As a rule, your store’s marketing efforts make online results in one of two leads: third-party and first-generation. Third-party leads are significantly more popular because of what they promise: leads in bulk at a low price. Yet, most folks in the business know that these leads aren’t worth much. Most of them have incomplete or incorrect contact details, making them moot. The viable few don’t always answer calls, texts, or emails because they get bombarded by every other dealer in your area that also paid for the same bunch of leads. (You read that right: the leads you pay for also get sold to your competition.) Moreover, tracking these vendors’ “progress” is easy because all it takes is counting leads in your CRM every month. Not having to rely on vendors’ tracking platforms or learning a new program adds an extra layer of convenience, too.
First-generation leads are unique in that contact details uploaded into your CRM remain exclusively yours. Vendors do not have access to that information, which means that they do not sell it to anyone else. Furthermore, the contact info is far more likely to have a complete phone number and email address because the shopper wants your team to get in touch. Vendors that generate first-generation leads are in the business of getting potential buyers excited about your store. This technique is known as customer engagement that results in a much higher chance of selling a car, truck, or SUV. In fact, these leads are up to ten times more likely to result in a sold vehicle than third-party ones.
WE GET IT...
Creative Auto Dealership Advertising
The issue that many managers face when it comes to first-generation leads is tracking. Suddenly, counting leads no longer makes sense. If you cannot associate a specific lead with a vendor, how do you know that the first-generation leads are not some fluke? Many GMs’ answers are to keep paying for inferior leads that do not improve their bottom line. Managers who are ready to have better leads at their disposal need a crash course in marketing analytics. Learning these metrics seems overwhelming, but once you get a handle on the vocabulary, it is not difficult. Most importantly, it is necessary to remember that using analytics to measure digital marketing offers a more accurate portrayal of your marketing efforts than counting leads.
Counting leads may have worked in the early days of the web, but better tools are available now. Programs such as Google Analytics offer a comprehensive way to understand all your vendors’ efforts in one easy-to-use screen. Best of all, using an analytics program helps you access more first-generation leads that will make a profound difference for your ROI. Next time you get a call from a new vendor offering first-generation leads, don’t be so quick to get off the phone. They could be your ticket to a better monitoring system and more enormous profits.
Your dealership is different, detailed attention to your brand, its direct competitors, the demographics of your dealership as well as Socioeconomic influence in the area are keys to our effective marketing plans.