HARDISON’S TIPS – JULY 29, 2021 – SELLING AUTOMOBILES ON LINE (PT.4)
STEP 4: CONNECT YOUR MARKETING
Ok, now that you’ve created an amazing experience for customers online and offline, you need to make sure they know about it. By incorporating “online car buying” throughout you website and marketing messaging you can expect to increase the high-intent traffic you’re driving to your platform.
- Landing Page. Every campaign needs to start with a good destination. Add a landing page to show website visitors that your dealership offers online car buying, how they can get started, and most importantly why it makes their shopping experience better.
- Website Creative. From homepage sliders and personalizers to VRP banners, make sure your visitors know from the moment they hit your website that they can go the distance online. It could make all the difference between a bounce and a buyer.
- Search Advertising. Digital Retailing functions as both a strong USP and a fresh CTA, meaning your PPC strategy can get a boost as well. Update your ad copy to highlight your online experience, add “Buy Online” as a sitelink extension, and create campaigns related keywords.
- Email Marketing. Being able to shop online is also a great message to re-engage your existing customers nearing their next vehicle. Once you’ve got your platform rocking, set-up a drip email campaign to drive your customers directly into your buying experience.
- Display Advertising. The ability to complete the whole process in your pajamas is going to turn heads today, especially for consumers actively in the process of shopping. Using Cars.com Display gets you in front of local car shoppers as they’re shopping, putting your brand in front of the best audience, at the best time, with the most powerful message.
- Video Advertising. With people stuck at home streaming twice as much video*, and you set-up to offer the ideal home car buying experience, it’s the perfect time to capitalize on Facebook, Instagram, YouTube, and OTT advertising to drive more shoppers to your website and digital retailing tool.
By having all of your technology and marketing managed by one provider you can keep your entire digital presence in sync to maximize conversions and ROI. If one piece is updated before the other, or your website doesn’t fulfill your marketing message, you can create disconnects in the customer journey that will cause them to bounce along the way, which would be a bummer.
STEP 5: GROW YOUR REPUTATION
Updating your marketing messaging for online car buying will make a big difference, but that message is no longer quite as unique as it was even a few months ago. Every competitor can say they offer online car buying — because they have to right now — even if they just have a lead form button that says [Buy Now]. You need to back up your claims with the experience and your most important proof point: your happy customers.
97% of shoppers use reviews to choose the right local dealership*, and now more than ever, reviews that mention online car buying, home delivery, and general convenience and speed are going to make all the difference. Make sure you’re soliciting feedback on your great customer experience across platforms to grow your most powerful differentiator in the market: your reputation.
