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Keep up with automotive marketing trends

Are you wondering how to follow the growth trend in the automotive industry and accelerate it from your dealership? The recommendation is to take advantage of the new consumption habits, but above all, to focus on the new normality.

Before, in automotive marketing , digitization was one more alternative to empower dealers. Now that consumer habits and ways of accessing products have changed, digital transformation is not an option, but the path . For this reason, in this article we are going to tell you how the sector is transforming and how to take advantage of it with the digitization of automotive marketing.

Online reviews do matter

In the research process, users are guided by multiple sources. Of course, the dealership’s website will be among the first pieces of content you’ll see, but it won’t stop there.

At this stage, customer reviews are key to help them with their decision making. Thus, the car buyer will read reviews on various channels, mainly those that people have left on Google or YouTube. He will also look for reviews specific to the car model you are interested in buying.

For this reason, it can be an interesting strategy to include a section with comments from clients who have bought from your agency on your website. This will give authority to your business and will serve to work on its online reputation .

Have a well-structured landing page
A landing page or landing page is a web page designed for conversion . This, many times, appears as a welcome page, either because the user clicked on an ad or because he got there through the agency’s networks. Therefore it is important that it is well optimized.

Some elements that you can include so that the user achieves the objective are:

  • Concise titles and subtitles.
  • Offer or clear value proposition.
  • Respond to customer needs, so you should focus on the benefits of the product or service.
  • Use clear language.
  • Use powerful images.
  • Include conversational software to encourage interaction and for the user to provide their data.
  • Include calls to action (CTA).
  • For example, if it is a landing page to schedule an appointment at the dealership, you can directly explain the time the user saves by providing their data and getting an appointment on a stipulated date and time.

You can enhance the landing by integrating tools such as the chatbot . This makes the page go from being a static and distant element, to a conversational, dynamic and close point of contact.

On the other hand, it offers another key advantage: immediacy. The faster the user gets a response, the less likely they are to go to your competitor’s agency.

With all these elements on your landing page, you will be able to increase your contact base and create communication flows to send relevant content on a regular basis . All this, without a doubt, will contribute to getting more conversions. 🙌

Establishing an online presence with automotive marketing

How do users get to a dealership? A few years ago, the most common thing was for people to go to an agency to see the available vehicles and start analyzing alternatives.

Today, that is part of the past. The customer journey begins online . According to a study by Australian market research consultancy Aca Research, the automotive customer journey typically lasts 5-12 weeks.

Within that period, users perform the following route:

They make a list of vehicles and brands that interest them, for which they turn to the Internet.
They preselect the models that fit their needs, researching all available channels: Google searches, social networks, Ads, videos.
They make online inquiries in the agencies that have those models that interest them and offer financing plans according to their budget.
Make an appointment at the dealership, usually to see the model and take a test drive.
They choose the vehicle and the financing plan.
They proceed to the purchase of the car.
chatbot_marketing _automotive
As we can see, much of the process of buying a vehicle happens online. That is why having an internet presence should be the first thing to work on in automotive marketing.

As people rely more and more on online search engines to get to the cars they’re interested in, dealers need to start migrating from traditional or more current advertising channels. This implies consolidating the presence on the Internet, prioritizing the user experience .

To be truly competitive in automotive marketing and establish new car sales strategies, having an optimized website or landing page is a must . 👌

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Yes! You can buy through PayPal and It is 100% safe.

Does it include website development?

Yes! 1 webpage will be created on Google Business. It cost no extra money.

What do you mean by local seo? Does it include other countries as well?

Local seo means, targeting any geographic location which suits to your business.

I am from USA, can I target Europe or other countries as well?

Yes, you can target any location from globe. Make sure you don’t comply google policy.

What do you mean by google policy?

Means, you don’t offer counterfeit money exchange, drugs, child porn, or any email scam.

For how long this service is for me?

This is for 1 year (12 months), after that it can be renewed upon the parties’ mutual consent.

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$2,000.00


Alternatives to visiting the dealer

For users, it is key to be able to have an online shopping experience as close as in person . In this sense, content that brings consumers closer to this kind of experience is increasingly relevant. 

Some alternatives are: 

  • Car overview videos.
  • Interior descriptions.
  • Video vehicle tours.
  • Detailed reviews.
  • Virtual reality and videoconference driving tests, among others.
  • Online exhibits. 

Car shows are very common events within the automotive marketing industry and allow users to learn about new models for sale. Now, these events can be held online and with remarkable success . 

That is the case with Hyundai. In early March, the brand presented Elantra 2021 through a live broadcast. Thanks to the video content, he was able to capture the interest of the viewers who were watching the presentation from their homes . The live stream and tour video amassed nearly 800,000 views.

Managing leads for dealers

Buying a car is a longer process than other products. The level of commitment that this kind of acquisition generates for the buyer, precisely due to the investment involved, makes the decision more thoughtful. Therefore, each point of contact with users counts.

Automotive marketing must pay attention to potential customers who do not complete their purchase in a short period of time, but rather need more time to decide . To take advantage of this flow of customers who are still considering buying or not, it is necessary to manage leads and give rise to email marketing .

The communication sequences that constitute lead nurturing are very common in digital marketing , and have much to contribute to the automotive industry.

Indeed, they can help sales teams to capitalize on those potential customers who, without these efforts, might disperse and end up buying from the competition . 😢

Some practices to consider:

  • Create a list of contacts to put together campaigns or newsletters and send them to potential buyers. 
  • Segment the prospects, so the sales teams can work on that basic information, capitalizing on the entire flow of potential customers.
  • Using CRM software , this allows you to implement lead management efficiently . Since you can gather all the information of your contacts and automate processes . 

At iamitmm we integrate with the Pilot and Tecnom CRMs natively and with Pipedrive and Dynamics CRM through Zapier.

By using our platform you can also integrate email marketing tools like Mailchimp, Sendinblue and Active Campaign. We recommend integration with this type of tool since, for example, it will allow you to track the leads generated through Cliengo.

Sparking real conversations with marketing automation

Marketing automation is one of the trends of the moment . What is it about? From the automation of marketing actions . Among the key tools of this technique we find the chatbot . 

Chatbots are software that automate interaction with users , a resource designed to enhance the conversational experience , precisely generating real conversations with the customer. 

In automotive marketing , a chatbot can streamline conversations and provide immediate responses to potential customer inquiries. Thus, the interactions happen at the time the user wants it and from the device that suits him best . 

Chatting in real time, without having to go through a tedious form and without wasting time is the great advantage of the chatbot . We must bear in mind that agility is one of the characteristics most sought after by users who interact with brands on the Internet . 

In this sense, a technology such as the chatbot allows us to deliver a quick response to the user’s demand . But in addition, it helps to satisfy the need to talk with the brands that the current consumer also has . 

If you want to add a customer service and sales channel, WhatsApp and WhatsApp Business is undoubtedly the way to go. With the WhatsApp chatbot you can automate your dealership’s conversations and increase your business opportunities . 

Likewise, another alternative to add this messaging platform to your automotive marketing strategy is the Cliengo WhatsApp widget . With this resource you will be able to add WhatsApp to your website, as Grupo Randazzo , Continental Metepec and Tuyomotor have already done . 

The most interesting thing about this resource is that the widget adds a small form for the user to complete their data. These are saved in the CRM, which allows you to have a detailed record of the user’s query. 

Leveraging social networks to sell more

According to Digesit, at least 54% of users use social networks to research products and services that they are going to acquire . The potential of this channel to improve the conversion rate is indisputable. 

Social media has enormous relevance in automotive marketing, as it allows dealers to connect with their potential customers through quality content . 

Facebook and Instagram are the platforms that currently lead the segment by number of users and time of use. Therefore, they are a great bet for brands that want to use them to boost their results. 

The important thing is to determine which platforms are suitable for the current objectives of your agency. You don’t need to be in all of them, but in the right ones for your business. 

At iamitmm we offer you the opportunity to incorporate the Facebook chatbot and the Instagram chatbot to be able to generate more and better conversations with your audience wherever you decide to have a presence. 

Conclusions

The benefits of digitizing automotive marketing are plain to see. Increasing brand visibility, getting new customers and capitalizing on investment in marketing actions are just some of them.  

If you want to start building a digital marketing strategy for your 100% omnichannel dealership, schedule a meeting with iamitmm and boost your business. 🚀

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