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.
Automotive Search Engine Optimization
Promoting your inventory online isn’t as straightforward as it seems. Sure, dealerships have their choice of techniques and platforms. There are thousands of classified pages to advertise the cars in your showroom, and plenty of agencies can create any number of paid ads for search engines. Dealers can also utilize social media outlets, business directories, and any number of SEO strategies. At the same time, turning any of these tools into profitable leads requires digital marketers’ expertise. With so many choices, though, how can you know which vendor supplies the highest quality leads?
To better understand what GMs should look for, let’s take a closer look at one of these techniques. For example, automotive search engine optimization uses original content to enhance your store’s overall online visibility. This means that, if done correctly, when someone searches for a relevant keyword such as “affordable trucks near me,” your store’s website will show up on the results pages. An SEO vendor worth their salt will make sure that your site will appear on the first or second page of a search to increase the types of leads that arrive in your CRM. That placement is vital for two reasons. First, your site gets exposed to a wider swath of shoppers and, second, it increases your chances of generating first-generation leads.
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Automotive Search Optimization Continued
Many managers are well aware that they have two options for the types of leads their vendors generate. Third-party leads are far more ubiquitous and relatively inexpensive. Unfortunately, they also come at a high cost to the dealership itself: shopper information is usually incomplete or incorrect, and the same leads get sold to your competition. It shouldn’t surprise anyone, then, that the closing rate for these leads is only 4-7%. In contrast, first-generation leads are up to 10 times more likely to result in a sold car, truck, or SUV because of direct shopper engagement. The drawback to these leads is that it is impossible to know which vendor generated them. Because most dealerships figure out their marketing budgets by counting leads in their CRM, this poses a serious quandary.
Thus, it is not enough for GMs to find trustworthy vendors who generate profitable leads. Turning your marketing strategies into quality sales also requires managers to change how they monitor their vendors. Counting leads is not a sustainable model because it misses out on the best types of leads possible. Instead, it’s time for the car industry to switch to an unbiased tracking system that measures metrics that reveal customer engagement. For example, bounce rate looks at how many people click on an ad related to your site and immediately leave because the information they find is irrelevant. Another metric worth checking is time on site, which measures how engaged potential car buyers are when they scroll through your inventory.
This is not to say that managers should use the vendor’s reporting platforms. Often, those programs do not measure similar metrics, thus making them incomparable. They also rely on self-reporting, which makes them unreliable. Instead, having a program such as Google Analytics provides unbiased monitoring for all vendors in one convenient place. Having access to GA or a similar program is the only way to make the essential switch from third-party leads to first-generation ones. Doing so is your store’s ticket to moving as much iron as possible and meeting your monthly goals. The next time a new vendor pitches you their marketing solutions, make sure they also come with an unbiased tracking tool and generate first-generation leads. Otherwise, they’re not worth your time.
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.