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Throughout the last decade, interactive lead capture has propelled many dealerships forward in an unbelievable number of ways. So many dealers have been able to engage with their consumers on a very granular level and help them to select the best vehicle and services for their lifestyle. While this has always been possible, interactive lead capture has made it easier for dealers to guide them to the right direction. Of course, there’s one question that remains…..
Just what the heck is Interactive Lead Capture?
In Part 1 of my 3-Part Blog series on Interactive Lead Capture, I describe exactly what interactive lead capture is and explain the importance of incorporating it into your marketing strategy going forward.
Now, you may have heard the phrase “interactive content” as some point in your career. It’s a big thing right now in other industries, but it doesn’t really seem to show up in auto. And honestly, that’s okay! Things in the auto industry are just so different. Still, there’s a similar strategy that’s taking place around interactive lead capture. Let’s start with looking at the best definition I can find for Interactive Lead Capture:
Interactive Lead Capture: a premium alternative to traditional static form lead generation that utilizes a participatory experience to capture lead data and drive desired consumer action.
Keep in mind -- the use of multi-stage conversion protects losing customers due to a longer lead submission process than your traditional “quick form” that is just a static, 5 liner. I’ll talk a little bit more about this in a minute.
At this point, you might be asking yourself: Is this something brand new? Or, have I heard of something like this before? YES! You HAVE heard of something like this before. In fact, your dealership is likely using an interactive lead capture tool right now. Do the names Black Book, Auto Trader or KBB ring a bell? They might not be officially classified as Interactive Lead Capture, but I’m here to tell you that’s exactly what it is. It’s tools like these that have helped transform the way car dealership online marketing is planned and executed.
One of the reasons why they’ve been so successful is that they’re giving consumers a legitimate voice. Instead of it being just an exchange of information, consumers feel they’re filling out a buyer profile more than giving dealers contact information in order to be badgered. Almost all the questions asked ("What kind of car do you want to buy?” or “What is your current budget?”) allow dealers to better assist consumers with their needs. These questions allow dealers to really kickstart the customer relationship.
Additionally, if you ever find yourself concerned that consumers won’t complete the experience, you can certainly try implementing multi-stage conversion into your lead capture strategy. What it means is this: if consumers only fill out a portion of the lead capture form (meaning they don’t complete the entire experience), you can set it up so that you still receive some information, and are able to use it for future marketing initiatives. Of course, chances are pretty darn good that consumers will complete the experience because of its participatory nature.
Naturally, another question you’re probably asking yourself right now is: “If these tools have been around for years, why are talking about them now?” Well, let’s just say that Interactive Lead Capture isn’t limited to the popular tools I mentioned before. Even though Black Book, Auto Trader & KBB are interactive lead capture tools, there’s so much you can do on your own to create an interactive, engaging experience that drawn consumers to you. Stay tuned next week for Part II of our 3-part series, where I go over why interactive content really works, and the many ways it can work for your dealership!