It used to be the case that car dealerships just had to advertise their services so that people knew where to go when they needed new vehicles. Today’s consumers expect a lot more from their dealerships, and those that continue to rely exclusively on traditional marketing channels like billboards, radio spots, and TV commercials will miss out. Read on to find out why local dealerships need to embrace digital marketing if they want to stay competitive in a changing landscape.
The Way People Shop for Cars Has Changed
Before the Internet, people shopped around for cars by heading to each local dealership to see what they all had to offer before making a final decision, but according to realtimecampaign.com, that’s changing. Today, drivers treat car buying more like regular purchases. They investigate their options online before even walking into a local dealership.
The change in customer trends can be either a benefit or a curse depending on how invested dealerships are in keeping up with changing times. With a good digital marketing strategy, it’s easier than ever to convert leads. If the company’s online marketing strategy doesn’t paint the dealership in the best possible light, or, even worse, it doesn’t even exist, that can be a huge problem. Modern customers won’t even head to the dealership to speak with a sales representative who might be able to change their minds.
People Trust Online Information
Car salesmen don’t exactly have a reputation for reliability. According to one important source, Americans list car salesmen up there with US congressmen among the least trusted professionals. It can be incredibly hard to overcome that kind of bias.
The good news is, effective digital marketing strategies can improve consumer trust and brand image before drivers even head in to speak with sales personnel. The best digital marketing strategies involve taking a comprehensive approach to reach consumers through not just the dealer’s website, but also trusted sources. It involves a combination of content creation, social media marketing, and reputation management. Since most drivers have a higher level of trust in online information than they do in even a good car salesman, a good digital marketing strategy can go a long way toward compensating for consumer bias, setting the sales team up for success.
Dealerships Can’t Afford to Miss Out on Revenue
Running a car dealership is hard. While it’s rare to hear verified stories about when Thieves Take 15 Luxury Cars From Suburban Dealership, even comparatively minor problems like poor reviews from local drivers can lead to a lot of lost revenue.
Working with a company like those at Dealer.com to design and carry out a successful digital marketing campaign can help to make up the difference by attracting new customers and keeping existing ones happy.
The world is changing, and car dealerships need to put in an active effort if they want to keep up. While the days when 100% of drivers will purchase cars online for home delivery are still years, if not decades, away, society’s increased reliance on the Internet is already impacting local dealers. The best way to avoid losing revenue, as a result, is to work with digital marketers who know the industry and all the challenges faced by local dealerships.