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Jay Nisbett

Jay Nisbett President

Exclusive Blog Posts

Rock’s Rants: You Need Dispatch

Rock’s Rants: You Need Dispatch

Whenever I visit dealerships, I often see technicians standing around at the parts counter or waiting to talk with service advisors. This is a waste of you…

Automation, Speed, and Your Dealership Marketing

Automation, Speed, and Your Dealership Marketing

I recently sat down and chatted with AutoLeadStar CEO Aharon Horwitz and discussed how technology is improving the speed in which dealers can make…

4 Sales Lessons from Real Car Shoppers

4 Sales Lessons from Real Car Shoppers

I’ve worked with auto dealerships across the country and 99% of the time, when I ask what their primary goal is, the answer is increasing car sales. …

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

  Car shoppers have a lot of questions and dealerships need to be available to answer them quickly, concisely and at scale to maximize sales. 8…

This is How Reed-Lallier Chevy Sold More Used Cars – and How We Helped

This is How Reed-Lallier Chevy Sold More Used Cars – and How We Helped

Used or Certified? More often than not that seems to be the choice car buyers are making during this unsteady sales year. Consider: Edmunds expects new veh…

Why Do Car Dealers Need to Market Online?

The inevitable question - Why Do Car Dealers Need to Market Online?

Like every other business, auto dealerships have turned to online marketing to get more leads and generate more sales.  If you are new to online marketing, you may find the transition a bit difficult.  There are many ways to market your business, and it is hard to compete with other car dealerships that are using the same strategies.

The main difference between traditional and online marketing is this – interaction.  In traditional marketing, you only just need to place an ad on TV or radio and hope for the best.  Online marketing is different.  You need to interact and to converse before people even actually walk in the door.

What Makes Online Marketing Different?

Internet marketing makes it possible for companies to reach more people through various channels, including blogging, forums, social media, email marketing, and more.  Before online marketing, car dealers used to reach buyers with a one-way message.  They do not actively engage with potential buyers before these customers actually walk in their store.

However, consumers have defined and shaped marketing through the Internet.  Accordingly, businesses need to react appropriately.  People no longer respond to ads that aren’t relevant to them.  Nowadays, people seek for what they want and when they want it.  They go online and do Google searches for the information they need.

This is the reason why online marketing isn’t just about selling cars anytime.  It’s about telling stories, reaching out to people on an emotional level, giving them reasons to buy from your dealership, and getting them to recommend your business to their friends and family.

What Does Internet Marketing Build?

Online marketing gives dealerships the opportunity to build awareness. Your business is not the only one in town. There could be dozens of other car dealerships in your area. However, Internet marketing, if done right, can give you an edge. It can build your brand and create customer awareness.

With online marketing, car dealerships are able to get in front of customers at just the right time and with the right message. It can help with increasing brand awareness. It will point potential customers to your dealership. The goal is this – the next time someone asks, “Where can I go to buy a car?” The answer should be your car dealership. Your name should pop up first in people’s mind. This is the goal of your awareness-building campaign.

Aside from awareness, online marketing also helps build authority. When people look for cars, they want to buy from car experts – dealers who know about vehicles like the back of their hand. With online marketing, you will be able to position your dealership as a source of reliable information. A strategic campaign will help build the kind of trust that motivate people to reach out to you when they want to buy a car.

In order to establish your dealership’s authority, you need to provide information that is accurate, interesting, informative, and useful. They should benefit your target audience.

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