With over 30 years of automotive experience, we know what needs to be done, and we have the expertise to do it right, we have held ourselves to the highest standards for those 30 years.
Digital Advertising Automotive Industry
The purpose of digital advertising for the automotive industry is twofold: increase awareness about your store and convert leads into sales. A combination of online marketing services is needed to achieve both of these goals. Ads on classifieds, PPC campaigns, and customized SEO content can work together to create a comprehensive marketing plan. While most managers measure the success of such campaigns by counting leads every month, that does not mean it is the best way to do it. Comparing metrics through a transparent and unbiased program provides far more helpful insight.
The vast majority of dealerships figure out their marketing budget by counting leads every month or quarter. However, what does counting leads tell you about what your vendors do for your store? Think about this for a moment. A lead in your CRM does not mean an automatic conversion or that more potential car shoppers know about your store. Looking at the number of leads in your system also says nothing about their quality or how accurate the contact information is. All that lead says is that there is potential to get in touch with a shopper, assuming that the phone number or email address is correct.
Third-party lead providers depend on your inability to gather this information. If you had a better way to measure a campaign’s success, these vendors would go out of business. Let’s take a closer look at why. For one, these vendors use broad advertising techniques to collect leads. They do not tailor their services to promote your store specifically. As such, any consumer contact information they collect gets sold to any other dealer willing to pay for them. Essentially, you are paying for a lead that is already getting shared among the competition. Finally, these leads have no quality control, so what you pay for is volume rather than definitive consumer engagement.
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Automotive Industry Digital Advertising
All vendors come with a platform that promises to show various metrics. Some of these programs may be useful, but they tend to rely on self-reporting. Automatically, this means that their results are questionable. Because each program is different, though, no GM will take the time to learn how to navigate them and get weekly reports. These reports are not even comparable between vendors, making them essentially useless when your priority is running a dealership. To make their lives easier, managers resort to counting leads, and a never-ending cycle gets created.
Dealerships need a better system to measure the quality of their vendors’ marketing efforts to stop this cycle. Rather than counting leads, it is time to learn how to use marketing analytics. By using a transparent system (as opposed to one that self-reports), GMs can measure the quality of their campaigns. When high-quality leads arrive in your CRM, including first-generation ones, the chances of converting them into sales are unprecedented. The only thing stopping stores from achieving their monthly goals is bad habits. Luckily, all it takes is a program such as Google Analytics to create fresh opportunities.
Your dealership is different, detailed attention to your brand, its direct competitors, the demographics of your dealership as well as Socioeconomic influence in the area are keys to our effective marketing plans.