In a time where the whole world is living one day to the next, we’re inspired by the strength and resilience that automotive has shown through these past critical weeks.
Influencers like Paul J Daly have used their voice for guidance and reassurance, digital automotive news channels have rounded up the latest coronavirus updates, and multiple vendors have offered dealer relief packages to keep dealership momentum afloat.
The industry recognizes that COVID-19 presents the same challenges to all dealerships and that while life may have changed, our goals haven’t.
We’ve also realized that now more than ever, with consumer behavior shifting, and website traffic increasing, dealers should be focusing on digital efforts- getting the right people to their website with the right messaging.
As part of our efforts to help the industry, we’re offering 40+ free, completely branded campaign templates for Google Search and Display. No strings attached.
We want to make sure you have the means to engage and capture in-market shoppers.
Check out some example templates below:
Not sure what messaging to go with first? Check out our market analysis report on which messaging is moving the needle right now in automotive.
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Feeling a Lack of Control?
Like so many others, it’s not uncommon to feel a lack of control in unprecedented times like these. We’re not sure what’s to come in the next month, week, or even day. How will this affect my business long term? How much time will it take to get back on my feet? If we don’t take a moment to breathe, it becomes easy to spiral. But once we change perspective, and focus on what we can control, we can begin to think logically, and strategically.
Data gives us the opportunity to do just that. We can rely on data, leverage data, and control the way we use the data. Instead of making impulsive decisions, check what the data says, and plan accordingly.
Check out our market analysis report to stay data-driven for all your marketing messaging. .
Messaging Best Practices
Tone and sensitivity.
As you update messaging on what actions and measures your dealership is taking to stay safe, don’t forget to focus on what matters most – your customers. Express empathy and let them know you’re here for when they need you. Make sure you’re sensitive and acknowledge the gravity of the situation. How will your shoppers react to certain words or phrases such as “we are essential” versus “we are open”? Or, we’re here to help in tough times?
A/B test new messaging.
Communication is key. Without the advantage of face-to-face sales, it’s easy to lose sight of your customers. “What are my customers thinking?” “How can I reach them in a time of crisis?” Use A/B testing with new messaging so you can better understand how your audience is reacting to different language – allowing you to shift strategy to promote the winning message. Check out a resource for A/B testing here.
Sticking to Google’s guidelines.
Google’s compiled a list of resources to help you stay connected to your customers. Follow their tips on modifying your advertising and helping you adapt to the dynamic market changes in order to keep your dealership resilient through these challenging times.
Staying informed on competition.
Not sure how to invest your dollars at the moment? Use Google’s free tools and Moz.com to track what your competitors are currently bidding on so you can budget your investments accordingly.
By staying together, we’ll all come out stronger than ever. Access your completely free templates here.
Stay healthy and safe.