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Establishing an automotive dealer’s online presence can be a difficult proposition. There are a number of elements to think about in assembling a plan to make your dealership more visible in the online world.
As part of our ongoing series on building an online presence for your automotive marketing initiatives (link to first blog here), we’ve offered a few key points that serve as a foundation for your strategy. In this edition, we’ll delve into how making a connection with your client database serves as a vital component of those efforts.
For starters, active listening is a great way to gauge what your customers are saying about your product or service. It requires a listener to have the ability to comprehend what is taking place and serve in the role of customer relationship manager. In doing so, you’re establishing yourself as a knowledge leader, a person that online users go to when they’re seeking information. Active listening requires the listener to understand, interpret, and evaluate what they hear. To do, utilizing such tools as Twitter, industry forums and blogs can help in getting a better understanding of what people are saying about your brand.
Ideally, the next step is instituting relevant email campaigns that use the gathered data from the listening activities. If people are saying your store has great customer service (for example), play that up. If people are saying your store doesn’t, then be sure to emphasize service changes you may be instituting. Using the data you accumulated via active listening in your messages shows your customers you’re proactive in meeting their needs.
One last point to consider is creating those messages and crafting them in a way that spurs a call to action. For instance, an automotive service marketing initiative should be crafted in a way that can either serve loyal customers or ones that are unresponsive (remember active and inactive customers?). For loyal customers, an offer of a discounted oil change or service could drive traffic into your dealership. On the flip side, non-loyal or unresponsive customers will probably require more aggressive pitches. Additionally, deeper discounts may be needed to entice them to use your automotive service department.
With these tips in mind, your automotive marketing campaigns can effectively reach all facets of your client database and improve your ROI.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.