For automotive sales and marketing success, dealerships need to leverage the right tools. These solutions are essential for increasing low-funnel leads and boosting conversions. Here are six key Marketing Tools For Car Dealerships:
1. A Fully Optimized Website
A functional, user-friendly website is paramount. 92% of car buyers research online before purchasing, making your website the first point of contact. Optimize it for search engines (SEO) to rank higher in Google search results and Google Maps. Equally important is optimizing for car shoppers, ensuring easy navigation and conversion from inventory and Vehicle Detail Pages (VDPs).
Key elements for a strong website include:
- Robust Inventory Filters: Allow users to quickly find specific vehicles.
- Clear Calls-to-Action: Guide users towards desired actions (e.g., scheduling a test drive).
- High-Quality Inventory Imagery: Showcase vehicles attractively.
- Up-to-Date Pricing and Incentives: Provide transparent and current information.
- Walk-Around Videos: Offer immersive vehicle experiences.
- Website Analytics and Monitoring: Track user behavior and optimize accordingly. Tools like call, form, and chat monitoring provide valuable insights.
Your website is the foundation of your marketing strategy. Ensure seamless integration with the following tools for maximum impact.
2. An Accurate Dealer Management System (DMS)
A precise DMS is crucial for maintaining accurate website inventory. This system manages stock, prices, key metrics, appointments, and overall dealership operations. Accurate inventory details (year, make, model, color, trim, mileage) are essential as the DMS powers your website inventory. Frequent DMS updates ensure website accuracy, benefiting customers, sales teams, and other sales tools.
3. Dynamic Paid Advertising
Leverage your accurate DMS and website data with dynamic paid advertising. Target low-funnel searchers looking for specific inventory. Dynamic ads precisely match vehicle search queries, displaying accurate stock numbers and pricing. As inventory changes, ads automatically update, preventing advertising sold vehicles. This targeted approach, combined with a micro-moments strategy focusing on ready-to-buy customers, maximizes your SEM budget.
4. Dynamic Email Marketing
Dynamic email marketing uses live inventory data to personalize customer communications. By tracking website activity, the system identifies individual vehicle interests. Automated notifications alert customers about relevant inventory changes or price drops. Personalized follow-up improves lead engagement and delivers desired information. Compared to generic emails, dynamic emails boast more than double the open rate and can increase close rates by over 30%.
5. A CRM that Integrates with Your Website, DMS, and Other Tools
A robust Customer Relationship Management (CRM) system is essential for managing leads and customer interactions. However, a CRM’s true power lies in its seamless integration with your website, DMS, and other marketing tools. This integration enables a holistic view of the customer journey, facilitates personalized communication, and streamlines sales processes. By centralizing customer data and automating tasks, an integrated CRM empowers your team to nurture leads effectively and convert them into loyal customers.
6. A Digital Retailing Tool
Digital retailing tools empower customers to complete significant portions of the car buying process online, from browsing inventory and applying for financing to scheduling test drives and even negotiating prices. Integrating a digital retailing solution with your website, CRM, and DMS provides a seamless and convenient experience for today’s digitally savvy car buyers. By offering online options, you cater to customer preferences and expand your reach beyond traditional showroom visits.
By implementing these six essential marketing tools, car dealerships can significantly enhance their marketing efforts, attract more qualified leads, and drive sales growth in today’s competitive automotive market.
