Content
7 Winning Automotive Marketing Concepts that Drive Car Business
August 14, 2023
11 min
The value of automotive eCommerce is rapidly growing worldwide. For example, the US online car dealer market grew by about 4.7% year-on-year and reached $45.1 billion in 2022.
With the rising importance of eCommerce, old ways of marketing don't work for automobile sales anymore. To sell more cars and do better than others, you need new and creative car sales marketing ideas.
In this article, together with Promodo experts, we’re to share powerful car sales promotion ideas that would help bring more people to your car dealership and turn potential buyers into happy customers.
As 95% of search traffic goes to the first page of SERPs, one of the most effective car dealership marketing ideas is Search Engine Marketing (SEM). It’s a dynamic automotive marketing strategy that can put your business at the forefront of search engine results and propel your website traffic to new heights.
Promodo experts offer two powerful SEM approaches that will help automotive businesses reach the top of SERPs:
Even though we’ve already covered all-powerful automotive SEO tools, let’s focus on local SEO in more detail. It deals with the fact that automotive customers come from a 25-mile radius of the dealership. That’s why local SEO is a necessity for automotive businesses aiming to thrive in their local communities. Here are some automotive industry digital marketing tips for you to boost your local SEO results.
1. Claim Your Google Business Profile: Ensure your listing is claimed, accurate, and complete with essential information like your business name, address, phone number, opening hours, and a compelling description of your automotive offerings. Regularly update your Google Business Profile with posts, photos, and customer reviews to enhance your online visibility and credibility.
2. Use Local Keywords Craft your website content and meta descriptions with a local focus. Integrate geo-specific keywords relevant to your area, such as city, neighborhood, or even landmarks. For example, if you're a car dealership in Seattle, incorporate keywords like "best Seattle SUVs" or "affordable Seattle auto repair."
3. Location-Specific Landing Pages: Create dedicated landing pages that cater to the various areas you serve. These pages should highlight localized content, customer testimonials, and service offerings unique to each location. By tailoring your content to specific regions, you increase your chances of appearing in local search results.
4. Online Reviews Matter: Positive reviews are like fuel for your Local SEO efforts. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and relevant automotive forums. Respond promptly to both positive and negative reviews, showcasing your commitment to customer satisfaction.
If you are still doubting which automotive forums are trustworthy to promote your business, Promodo has prepared a comprehensive list. Find the “Download” button in the down-left corner.
When automotive SEO is a long-term investment, although you expect instant results in automotive marketing strategies, consider PPC. Promodo's experts have prepared a detailed guide on automotive paid ads, which has already been proven with successful case studies.
“Location is a critical aspect of the automotive PPC campaigns. Customers are more likely to purchase car parts, tires, and cars in-store instead of ordering online. That is why proper location targeting for car dealership PPC affects the overall campaign effectiveness”. PPC Team Lead Yulia Beresneva
The list of our marketing ideas for small car dealerships includes focusing on ads that appear in local SERPs. Local SERP ads ensure that your dealership's offerings are displayed to potential customers within your immediate vicinity. This highly targeted approach maximizes the chances of connecting with individuals who are actively seeking cars in your area.
5. NAP is Key: NAP stands for Name, Address, and Phone number and they are a MUST in the list car dealership advertising ideas. Ensure these details are consistent across all online platforms, including your website, Google Business Profile, social media profiles, and local directories. Consistency reinforces your business's legitimacy and helps search engines accurately index your information.
6. Local Content Strategy: Develop engaging content that caters to local interests and concerns. Write blog posts or create videos discussing local automotive trends, events, or maintenance tips. This not only positions you as a knowledgeable local authority but also encourages local engagement. By the way, automotive content marketing is also one of Promodo’s expertise.
Local SEO isn't just about online visibility; it's about connecting with your community and driving real-world results. By optimizing your digital presence for local searches, your automotive business can accelerate its growth, foster customer relationships, and become a prominent player in your local market.
In 2023, harnessing the full potential of social platforms is not just an option – it's a necessity. With a vast and engaged audience scrolling through feeds daily, a dynamic and compelling creative communication strategy can become a game-changer for your dealership's customer acquisition efforts. Make sure that you consider the following car dealership advertising ideas when creating an SMM strategy.
1. Visual Storytelling: The modern car buyer craves more than just technical specifications; they seek an emotional connection with their potential vehicle. Leverage the power of visual storytelling by sharing high-quality images and videos that showcase your vehicles in action. Craft narratives that resonate with your audience's aspirations and experiences, turning your social media profiles into engaging digital showrooms.
2. Live Demonstrations: Live video streaming has transformed the way businesses interact with their audience. Consider hosting live sessions where you can conduct virtual car tours, Q&A sessions, or even behind-the-scenes glimpses of your dealership operations. This real-time interaction fosters trust and transparency, making customers feel more connected to your brand.
3. User-Generated Content: Encourage your customers to become your brand ambassadors. Share user-generated content where satisfied buyers share their experiences with their newly purchased vehicles. This not only builds authenticity but also taps into the power of word-of-mouth marketing in the digital realm.
4. Influencer Collaborations: Collaborating with social media influencers who have a substantial automotive following can widen your reach significantly. Their endorsement can introduce your dealership to a whole new set of potential customers who trust the influencer's recommendations.
5. Customer Support and Engagement: Use social media as a platform for immediate customer support. Respond promptly to inquiries, comments, and messages. Exceptional customer service on social media can turn dissatisfied customers into loyal advocates and create a positive impression on potential buyers.
An effective email marketing is definitely on the list of best car dealership advertising ideas.
Create a series of automated emails that are strategically timed to guide leads through their buying journey. From initial interest to vehicle selection and test drives, drip campaigns keep your dealership top-of-mind at every stage, increasing the likelihood of conversion.
While promotional content is important, balance it with valuable, educational, and entertaining content. Share articles, videos, and guides related to car maintenance, road trips, and other relevant topics. By providing value beyond sales pitches, you position your dealership as an authoritative and trustworthy resource.
Used gamification like polls, quizzes, and surveys in your emails to keep recipients engaged. Not only does this make your emails more interesting, but it also provides you with valuable insights into your audience's preferences.
“When it comes to automotive email marketing, a highly effective strategy is to implement conversion triggers based on user actions. These triggers are designed to target specific user behaviors such as abandoned carts or views, price drops on items that have been previously viewed, and the availability of restocked products”. Yaroslav Stetsenko, Middle Retention Marketing Manager
In the realm of automotive marketing, customer satisfaction goes hand in hand with loyalty. Leveraging loyalty programs and referrals can elevate your dealership's customer relationships to new heights, fostering lasting engagement and word-of-mouth growth.
Implement a clear structured loyalty program that rewards repeat customers at your automotive business. Offer points for purchases, referrals, and engagement with your dealership's activities. These points can then be redeemed for discounts, exclusive services, or even special events. By acknowledging and rewarding their loyalty, you create a sense of belonging that encourages customers to return.
Encourage your satisfied customers to become advocates for your automotive business. Introduce referral programs where they're rewarded for referring friends, family, and colleagues. This not only brings in new leads but also strengthens the bond between your dealership and its customers. A referred lead often comes with a level of trust already established.
A positive review of your automotive business serves as a testament to your reliability and trustworthiness. Motivate your customers to share their experiences by leaving reviews on your website, social media platforms, or online automotive platforms.
It's essential to ensure your presence on Google. Claim and enhance your Google Business Profile to capitalize on the visibility of reviews in the 3-pack. Additionally, keep an eye on local citations and directory listings. This allows you to respond promptly to both positive and negative reviews, demonstrating your commitment to customer engagement.
One of the key automotive marketing strategies is the ease with which customers can initiate contact. That is why Promodo experts launchningclickable phone numbers in your digital ads. This user-friendly feature enables potential customers to initiate direct calls with a single click, streamlining communication.
Besides, one of the beneficial car sales promotion ideas is enhance social media profiles with clear call-to-action buttons that prompt users to call your dealership or automotive store. This encourages immediate interaction and establishes a direct line of communication.
Last but not least tips of digital marketing in automotive industry is keeping an emphasis on analysis and optimization of your business results. Analyzing marketing data provides valuable insights into customer behavior, preferences, and trends. By tracking metrics such as website traffic, click-through rates, conversion rates, and customer engagement, automotive businesses can make informed decisions on where to allocate resources, which marketing channels to prioritize, and how to tailor their messaging to resonate with their target audience.
Optimization is an iterative process. Regularly analyzing the results of marketing campaigns may allow your automotive businesses to identify areas of improvement. By understanding what's working and what isn't, you can refine automotive marketing strategies, test different approaches, and iterate based on data-driven insights. This process contributes to the gradual enhancement of campaign effectiveness over time.
Team Lead of Content for promodo.com
Content marketing manager at Promodo with 7+ years of writing.
When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.
Team Lead of PPC Department at Promodo
Yuliia has been working in internet marketing for more than 15 years. She worked with different leading clients in varied industries. Now she leads her own team.
Middle Retention Marketing Manager
I have 4 years of experience in retention marketing.
During this time, I have had the opportunity to work with various prominent eCommerce projects, both in improving and refining existing ones, as well as initiating the development of retention marketing strategies from the ground up.
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