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Best Advertising Methods for Small Dealerships
Figuring out the best advertising methods for small businesses should be simple. In theory, if an online marketing solution is within budget, sounds plausible, and delivers on its promises, it should be a shoo-in. Unfortunately, digital advertising is not nearly as clear-cut as one would hope. Instead, GMs get bombarded with misleading jargon, answers that don’t pan out, and general confusion. It’s not the dealerships’ fault, either: the automotive industry dove head-first into internet advertising without much supportive infrastructure to help managers navigate these confusing waters. So, before you sign on to another vendor, let’s have a frank discussion about which components are crucial to ensure that you get a high ROI and leads that convert.
From the outset, we can all agree on the purpose of online marketing strategies: to generate traffic and leads that convert into sales. Many techniques exist to achieve those goals, including pay-per-click campaigns, promoting inventory on classified websites, search engine optimization (SEO), and managing social media profiles. One way vendors try to promote their services is by emphasizing the importance of their tactic. For example, a PPC campaign that only uses geographic targeting will not achieve nearly the same results as behavioral targeting. Or, some SEO vendors promise results when dealers use their specific templates, while others recognize the value of increasing backlinks (the connection between websites). Those particulars matter, but keeping up with the latest advances can feel cumbersome and confusing.
A much easier way to recognize the value of one vendor’s program over another’s is by looking closely at the types of leads they generate. Third-party leads are easy to find and they’re cheap. The reason these leads are inexpensive is that they lack any quality control. If you look closely at the leads in your CRM generated by a third-party lead vendor, you will find incomplete and incorrect contact details for potential shoppers. Additionally, these vendors also sell these leads to your competitors. Not only does that mean you don’t gain the upper hand, but you’re paying to increase competition in your area.
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Best Advertising Methods for Small Dealerships Continued
First-generation leads, on the other hand, are the gold standard. These leads get generated by customized promotional material and they do not get shared with competitors. When a first-generation lead arrives in your CRM, it remains strictly in your system’s purview. Vendors that generate these leads rely on your store’s ability to convert leads into sales to keep them on the books. In other words, first-generation lead vendors become invested in your store’s ability to generate sell cars, trucks, and SUVs. For that reason, these leads are up to ten times more likely to result in a sold vehicle than third-party ones.
When you see all the facts in front of you, the answer becomes apparent. Rather than pay for low-quality leads that only work to make selling autos more difficult, opt for the solution aimed at growing your profits. First-generation leads are crucial to keeping your doors open for years to come. Moreover, these vendors are typically at the forefront of the latest strategies to get more shoppers in your showroom. Don’t miss out on the opportunity to get ahead by sticking with what you know. Vendors that generate first-generation leads are what you need to make all the difference for your store.
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.