Digital data is an integral part of the online marketing strategy for car dealerships. In today’s world, data drives the market with necessary information.
Marketing teams no longer have to rely on consumers to respond to mailers or provide feedback to television commercials to understand the impact of their efforts. Digital marketing has transformed the information world with reports and data that provide the direction and strategies necessary to continue to be effective. Car dealers must leverage data to get the most from their marketing budget and understand what’s working and what isn’t to focus on the right strategies.
Here are seven impactful digital marketing strategies for car dealers that are supported by digital data.
Start with a blog
Every website needs a blog. This is a page on the site where information is shared that can be used as links in advertising efforts. Whether your team is sending out emails, creating clickable links, or posting pop-up ads across industry pages, the dealership blog is a great place for the links to send users. It’s important to ensure pages are informative, offer value, and provide relevant information to what your potential consumer is searching for.
Lead follow
Is there a specific place in the lead process where some consumers drop out and no longer choose to review your website pages or work with your team? You can use digital data for more than simply lead generation, but also to follow leads to where they go and use data that personalizes this journey through the process. If there’s a common point in the process from lead to sale where most consumers stop engaging with your company, that page or process needs to be improved.
Social platforms return data for digital strategies
Using social media is mostly about connecting people to their family and friends, but it’s also become an important place for car dealerships to advertise available vehicles and begin the lead generation process. The right social platforms also create reports for companies to review the data and understand which campaigns positively impact sales and which aren’t effective. The most popular social media platforms are still the best to use for car dealerships. These platforms include Facebook, Instagram, Twitter, and LinkedIn.
Digital data enables marketing team to target audiences
It’s no longer necessary to throw noodles at the wall to see what sticks. Instead, data-driven information can help marketing teams create targeted digital advertising to entice specific subsets of the audience to engage with the ads and visit dealership websites. Using targeted reports, marketing teams create ads based on demographics, location, interests, and behaviors. This is also a great way to target users who visited the dealership website but haven’t followed up with a lead or followed a lead to the completion of a sale.
Enhance your email marketing efforts
Email marketing is still one of the most effective and affordable forms of advertising. Using data-driven reports, your dealership marketing team can build a high-quality subscriber list and personalize the emails to subsets of that list. Your email marketing should include a targeted approach as much as your social marketing. By personalizing your email campaigns, the emails sent out can address recipients by name, using their interests in the body of the text. These emails should include incentives and exclusive offers to motivate recipients to engage with your advertising.
Improve the subject lines and updates
Your dealership’s email list is like a pot of gold. If you let it sit in the corner and collect dust, it’s not worth much, but when utilized, it can bring excellent returns. Part of crafting the right emails for your subscriber list is developing attention-grabbing subject lines that encourage recipients to open your emails. Based on the digital data, your marketing team should be able to craft excellent subject lines and provide regular updates to the communication with monthly newsletters, special promotions, and event invitations.
Video Marketing is huge
The data tells us that videos are becoming much more impactful and important than other forms of digital marketing. These videos should include live video events, how-to videos, and testimonials from your customers. Much of your social media marketing can include video marketing, which combines two of the most useful and impactful marketing efforts. Create video ads and informational videos meant to target your customer base. This could be the most useful marketing strategy your team uses.
When a car dealership marketing team uses digital data to enhance and target marketing efforts to the right consumers, these efforts are generally much more impactful than old-school marketing on television and with mailers.
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