5 Things Auto Dealerships Can Do to Improve Their Digital Marketing
Lately it can feel like a war-zone in the digital space as dealers compete with seasoned tech giants that have made their mark across the web. As dealers and marketing managers in automotive are forced to ramp up their personal strategies, we’re stepping in to give you 5 simple, yet effective ways that will set your dealership apart and improve your digital marketing.
#1 Automate your marketing structure
There’s plenty of definitions surrounding “automate,” but we want to be clear. Automating your digital marketing structure means being able to update your messaging to fit the market and current events in real-time. This can take days, if not weeks, to do manually, across all platforms. Automation solves this by optimizing in real-time, streamlining simple tasks, and taking the place of human busywork. From website offers to inventory changes, you should be automating the lot (!) (no pun intended). It’s the only way to save valuable time and resources all while giving your customers that 1:1 personalization.
#2 Include real-time updates within your digital marketing strategy
A sophisticated digital marketing strategy recognizes that shoppers require 1:1 targeting throughout all hours of the day. Real-time updates mean considering all the data points when they are actually happening, so you can capture shoppers at just the right time with just the right message. This advanced way of marketing unlocks the ability to market every car as if it’s your only one.
#3 Give yourself a smart budget ad strategy
No two dealerships are alike, which means your success plan will look much different than your neighbor’s. And we all know that getting more qualified traffic to your site means more potential leads and sales for your dealership. It’s time to find a solution that allows you to tailor your ad strategy with new objectives that give you more granular control. Leverage a smart machine learning engine with the nuances of your dealership and its target population that will allow you to beat out the competition every time.
#4 Always track your events in Google Analytics
Without transparency, data is worthless. And a lack of healthy data means no way to track a consistent and successful digital marketing plan. Dealers need to see everything that’s happening on their website, where it came from, and how it got there directly from Google Analytics. Having website events set up properly in Google Analytics allows marketers to track different patterns like understanding where leads are landing when they convert, what traffic source they entered from, and the types of pages they viewed (Homepage, SRP, VDP, Specials, Service, etc.) So make sure you’re fully integrated from the start!
#5 Successfully measure your digital marketing success
What’s the point of researching best practices and putting them into action if you don’t know how to measure success? Integrating with Google Analytics is a great first step, but successfully interpreting your data is what will give you a competitive edge. And besides, there are so many myths about what success actually means that even pinning down goals can get slippery. For example, some dealers argue that you’re getting a great ROI if each metric shows improvement. When in reality, your ROI might be good if your metrics are looking up, but the truth is, you can’t say for sure unless you have two things: metrics that actually measure something of value to your dealership, and a unified source of data. No doubt it can be difficult to properly analyze data, but the faster you are to accurately measure your data, the faster you can prioritize what’s working, and in turn, claim your success.
These are just a few steps in the ultimate guide to improving your digital marketing efforts. It’s important to remember that your dealership’s strategy will be individual to your own business objectives, inventory, and website. We encourage dealers to start with these 5 best practices to create a successful digital marketing strategy for your business to seize growth opportunities and boost revenue.