Hello, again! Welcome back! In my previous post, I defined Interactive Lead Capture and provided a great example of it. In Part II of this 3-part series on Interactive Lead Capture, I’m going to go over very specific reasons why Interactive Lead Capture works, and why it’s so incredibly beneficial… especially in this day and age. 

Before I move forward, let’s briefly go over last week’s post, shall we? To recap, Interactive Lead Capture is the process of collecting leads through an interactive platform that allows consumers to engage with your brand, and brands to engage with consumers. Consumers are often more inclined to relinquish certain information to these platforms because it often means they receive something in return — like a trade appraisal, trade-in offer or a piece of premium content. 

Anyway, back to why interactive lead capture works….

Although I briefly mentioned an exchange of information, I didn’t go into detail as to why this information was extremely important. The reason why this type of car dealership lead generation is useful is because you’re able to ask consumers specific questions that allow you to better serve them in the future. You’re not just asking for their name or contact information, but rather, you’re asking for information regarding their current scenario… and if you’re a seasoned veteran of the auto industry, you know that no one scenario is exactly alike. Consumers always have different wants and needs based on a number of factors like: family size, financial status, location, preferred OEM, and so on.

Each situation is going to be different; so the more you know about your consumers ahead of time, the better. Instead of consumers having to repeat themselves or divulge on what they’re looking for (when they come into your store), you can draw conclusions based on the information they already provided. This cuts out a lot of unnecessary chatter and allows your dealers to work faster at getting sale. If you already have an idea of what they want (based on the information provided), you can offer viable suggestions. 

“But Russ, what you’re describing is something I already do? I don’t have a tool, but I have a form on my front page! How is that special?” 

Well, for starters, the form you likely have on your front page is a “static form” — which doesn’t ask for anything specific (no drop-downs, no multi-select, etc.), but rather, leaves a blank space for you to fill out your information. That’s nice and all, but interactive lead capture allows dealers to take control over the exchange.

Instead of leaving it up to the consumer to provide information that may or may not be useful (to you or the consumer, quite frankly), dealers can formulate their questions based on their current inventory and current service offerings. It makes things easier and shows the consumer what’s available without directly telling them what’s available. And yes, when I say “formulate their questions” I mean that, depending on the platform you use, YOU can have complete control over the questions that you ask consumers. Whatever information you want to obtain from your consumers can be asked in the tool provided or, if you’re awesome and ambitious, the tool that you create! 

So, to give you a really concrete understanding of what a successful interactive lead capture scenario would look like, here’s an example:

Let’s say you have a mother of 2 visit your dealership. She’s currently a stay-at-home mom, and therefore, on a bit of a tighter budget. Because of this, she wants to get the most out of her trade-in. If she provides you with the make, model and condition of her vehicle, as well as her desired vehicle during her trade appraisal, you can reach out to her after you’ve received her info and provide suggestions based on the info provided. The interactive lead capture form (or the trade appraisal rather) was what piqued her interest; but it was the follow-up conversation between you and her that made the entire experience worthwhile. And really, that’s what interactive lead capture is all about!

Now, you might be worried that consumers will lose interest with these somewhat lengthier form-fills. It’s a completely valid concern, after all. On average, however, 70% of customers actually do go to complete the whole experience. This can likely be credited to the participatory nature of the experience and the sharing of two-way value between the dealers and consumer.

Of course, even if consumers do lose interest, many platforms allow you to make use of multi-stage conversion. With multi-stage conversion, can retain bits and pieces of information that were submitted in previous steps of the form. So even if consumers don’t go through the entire interactive experience, you can still capture some information, and make use of it in future initiatives. 

Stay tuned next week for the final installment of our interactive lead capture series.

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! 

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! 

Interactive content is quickly becoming a standard for marketers in every type of industry imaginable — and yes, this includes the automotive industry. One of the biggest reason for this is because interactive content allows your consumers to well…. interact! When consumers engage with a brand (or in your case, your dealership), they already have some familiarity of what the brand is about, what they sell and more importantly, how the dealership can help them.

Now, mind you, this is nothing new! Dealerships have actually been leveraging interactive content for years. Don’t believe me? Take a look at trade-in tools like Black Book, Auto Trader & Kelly Blue Book (KBB). Consumers input their vehicle information (into the tool) and they’re then provided with an estimated trade-in. Even though it’s basic, it’s still interactive content.

The only real downfall of these tools is that they provide the consumer's estimated trade-in value and nothing more. Additionally, those tools inquire solely about the vehicle, and don’t really delve deep into what the consumer might want or need. Given how much marketing technology have evolved over the last few years, it’d be foolish to think you couldn’t provide the consumer with a more sophisticated user experience with varying types of interactive content. In fact, with all the different resources and vendors out your disposal nowadays, why wouldn’t you come up with your own? Here are the benefits your dealership can reap from your own interactive content:

The Leads Generated Are All Yours

When your dealership uses a service like Black Book or KBB, they’re essentially the ones who are collecting consumer data on your behalf. Sure, you have access to that consumer data, and can reach out to those contacts yourself, but do you really possess full ownership of those contacts? If you decide to not leverage a third-party tool, but rather, create a tool of your very own, all of the leads captured through your system are yours. Period. There’s no risk of losing those leads when you stop using a service, and there’s certainly no expiration on those leads. Whether it’s one day, 6 months or 1 year from now, your guys can reach out with the full knowledge that, at one point, they engaged with your dealership — which brings me to my next point….

No 3rd Party Branding. Create a Customized Experience

Third party tools are typically branded with their own company’s logos, color schemes and layouts. When you create your own interactive content, however, you have the opportunity to create a fully customized, fully branded experience that consumers can immediately acknowledge. Instead of associating their trade-appraisal or trade-in offer from Black Book, KBB or AutoTrader, they’re associating it directly from your dealership. Providing a fully branded experience adds a level of trust that consumers wouldn’t otherwise get by engaging with 3rd party tools from other dealerships. This trust stems from the fact that the information consumers provide seemingly doesn’t differentiate from the information dealerships receive, and consumers don’t have to leave the dealership’s website to even fill out their information.

I know this is against the grain in what dealers have been educated to do in the past and by no means am I saying dealers shouldn't do business with 3rd party brands. However, research shows consumers are most interested in YOUR brand on the dealership website. Further more, today's website visitor is far more educated than in the past. They've already visited 3rd party sites and no longer need to see a 3rd party logo on your dealerships site to know whether or not your trust worthy. 

Of course, in addition to overall trust, what dealership wouldn’t want a branded experience? Not only do you want consumers to acknowledge that your brand exists when they’re using a resource your developed, but you want them to remember you down the line — when they’re shopping around for a vehicle, when they compare offers, and so on. 

Create an Engaging Experience

For most dealers, it’s safe to say that their primary goal is lead generation. And believe me, that’s A-OK in my book! However, when you create your own interactive content, lead generation doesn’t have to be your only initiative. Your dealership has full creative control over how they want their content to look and more importantly, to function. For example: You don’t have to simply inquire about a consumer’s current vehicle. You can ask for any information you feel would be most beneficial to your bottom line — purchase timeframe, desired vehicle type, etc. When creating interactive content for your dealership, you have the grand opportunity to learn more and more about the folks who are interacting with your brand. And in addition to asking custom questions, you might even consider incorporating a fun game or prize that would further incentivize your consumers to engage with your tool. It could be anything — a spin-to-win game, a matching game, or maybe an evaluator quiz that suggest the best vehicle for you. The options are limitless because you’re calling the shots… no one else! 

How does your dealership currently engage with its consumers? Tell us in the comments! 

Interactive content is quickly becoming a standard for marketers in every type of industry imaginable — and yes, this includes the automotive industry. One of the biggest reason for this is because interactive content allows your consumers to well…. interact! When consumers engage with a brand (or in your case, your dealership), they already have some familiarity of what the brand is about, what they sell and more importantly, how the dealership can help them.

Now, mind you, this is nothing new! Dealerships have actually been leveraging interactive content for years. Don’t believe me? Take a look at trade-in tools like Black Book, Auto Trader & Kelly Blue Book (KBB). Consumers input their vehicle information (into the tool) and they’re then provided with an estimated trade-in. Even though it’s basic, it’s still interactive content.

The only real downfall of these tools is that they provide the consumer's estimated trade-in value and nothing more. Additionally, those tools inquire solely about the vehicle, and don’t really delve deep into what the consumer might want or need. Given how much marketing technology have evolved over the last few years, it’d be foolish to think you couldn’t provide the consumer with a more sophisticated user experience with varying types of interactive content. In fact, with all the different resources and vendors out your disposal nowadays, why wouldn’t you come up with your own? Here are the benefits your dealership can reap from your own interactive content:

The Leads Generated Are All Yours

When your dealership uses a service like Black Book or KBB, they’re essentially the ones who are collecting consumer data on your behalf. Sure, you have access to that consumer data, and can reach out to those contacts yourself, but do you really possess full ownership of those contacts? If you decide to not leverage a third-party tool, but rather, create a tool of your very own, all of the leads captured through your system are yours. Period. There’s no risk of losing those leads when you stop using a service, and there’s certainly no expiration on those leads. Whether it’s one day, 6 months or 1 year from now, your guys can reach out with the full knowledge that, at one point, they engaged with your dealership — which brings me to my next point….

No 3rd Party Branding. Create a Customized Experience

Third party tools are typically branded with their own company’s logos, color schemes and layouts. When you create your own interactive content, however, you have the opportunity to create a fully customized, fully branded experience that consumers can immediately acknowledge. Instead of associating their trade-appraisal or trade-in offer from Black Book, KBB or AutoTrader, they’re associating it directly from your dealership. Providing a fully branded experience adds a level of trust that consumers wouldn’t otherwise get by engaging with 3rd party tools from other dealerships. This trust stems from the fact that the information consumers provide seemingly doesn’t differentiate from the information dealerships receive, and consumers don’t have to leave the dealership’s website to even fill out their information.

I know this is against the grain in what dealers have been educated to do in the past and by no means am I saying dealers shouldn't do business with 3rd party brands. However, research shows consumers are most interested in YOUR brand on the dealership website. Further more, today's website visitor is far more educated than in the past. They've already visited 3rd party sites and no longer need to see a 3rd party logo on your dealerships site to know whether or not your trust worthy. 

Of course, in addition to overall trust, what dealership wouldn’t want a branded experience? Not only do you want consumers to acknowledge that your brand exists when they’re using a resource your developed, but you want them to remember you down the line — when they’re shopping around for a vehicle, when they compare offers, and so on. 

Create an Engaging Experience

For most dealers, it’s safe to say that their primary goal is lead generation. And believe me, that’s A-OK in my book! However, when you create your own interactive content, lead generation doesn’t have to be your only initiative. Your dealership has full creative control over how they want their content to look and more importantly, to function. For example: You don’t have to simply inquire about a consumer’s current vehicle. You can ask for any information you feel would be most beneficial to your bottom line — purchase timeframe, desired vehicle type, etc. When creating interactive content for your dealership, you have the grand opportunity to learn more and more about the folks who are interacting with your brand. And in addition to asking custom questions, you might even consider incorporating a fun game or prize that would further incentivize your consumers to engage with your tool. It could be anything — a spin-to-win game, a matching game, or maybe an evaluator quiz that suggest the best vehicle for you. The options are limitless because you’re calling the shots… no one else! 

How does your dealership currently engage with its consumers? Tell us in the comments!