Welcome back, folks! Hope you’re all having an awesome week! Over the last 2 weeks, I discussed what Interactive Lead Capture was and why it was important (and useful) for dealerships to adopt. In the final installment of our 3-Part Interactive Lead Capture series, I’m gonna go over lead capture implementation. The implementation aspects of Interactive Lead Capture might seem daunting at first, but hopefully you’ll feel a little more at ease after I lay out a few of your dealership’s options. There are a few ways to go about it, so let’s get started!

Ask Yourself: Use a Provider or Go Your Own Way?

Once you’ve determined that you want to incorporate Interactive Lead Capture into your dealership’s marketing strategy, the first question you’ll need to ask yourself is this: “Do I use a provider or go off on my own?” It isn’t an easy question to answer, but when it comes to lead generation for car dealers, it’s one that absolutely needs to be answered. In order to determine what the best option is for your dealership, you need to carefully look at all of the viable options available to you, in the first place. Do you want more out of your leads besides vehicle information or purchase history? Is standard vehicle preference information all I need? Do I want to incorporate customized imagery into my forms (and questions)? And, of course, do I know someone who can build me a platform; and/or, can they make it cost effective? The answers to those questions (and more) will help your dealership decide on the best way to proceed. Weighing the pros and cons of each option will save your dealership lots of time.

Making The Platform Your Own

Whether you’ve decided to go with a provider or hire someone to develop your tool, in order to fully integrate interactive lead capture into your dealership’s strategy, you need to find ways of “making the platform your own.” Now, you don’t need to go ballistic and plaster your dealership’s logos everywhere (many kudos if you decide to do so, though); but certain aspects of your tool (and the overall experience) should reflect your dealership’s end-goals. Integration isn’t just about placing a tool on your website — it’s about ensuring it also “integrates” or plays well with your strategy. One of the coolest parts about most (if not all) interactive lead capture forms, is the ability to customize certain parts of the experience. Depending on what consumers you’re targeting, and the types of vehicles you’re selling, you’ll want to ask different types of questions and provide different drop-down options for consumers are essentially building out their buyer profiles. Additionally, you’ll want to provide relevant incentives like: their trade-in value, a test drive date, a discount, etc. 

So that about wraps up our 3-part series on Interactive Lead Capture. But if you think that’s everything you need to know about Interactive Lead Capture, you’re sorely mistaken. Over the last 10-12 years, lead capture platforms have evolved faster than one could have ever imagined. As the years pass and technology continues to improve, interactive lead generation platforms will only continue to evolve and become more customizable. I promise divulge further in future blog posts!