How does your auto business reach consumers who are looking to buy a new vehicle? Do you rely on flyers put into mailboxes in your ZIP code or television commercials?
For some dealerships, these are great ways to promote your business and build awareness. But if your auto business is really interested in getting new sales (and what dealership isn’t) then you need to be where consumers are searching for you — online. In this Google infographic, you can learn some of the automotive market trends showing how consumers use the web to search for and buy cars.
Why is it important for your auto business to be online?
Unlike other traditional types of marketing, there are many ways to track the results and determine what works best to get actual customers, not just eyeballs. And although we all probably have a car dealership jingle we can still sing at any given time, when it comes to selling a car, measurable results matter.
For example, can the 52% of consumers that find search engines most important actually find your business when they search? And for those that do, do you know how many of them visit your website or call your business? With a lead tracking system in place to track where consumers come from and how many turn into leads, you can identify how well tactics like search engine optimization and search engine advertising are working to drive new leads.
Also, is your online presence mobile-friendly for the one in three auto shoppers price comparison shopping while actually on a dealership lot? Having a truly mobile-friendly website makes it easy for consumers to find the information they need and to contact you.
Lastly, and most importantly, do you have a lead management process in place to follow up with people who have visited your dealership and are interested in buying a car? If you and your staff don’t know which leads are active and follow up with them regularly, there’s a good chance that your competitors are.
What other ways does your auto business make sure it focuses on converting browsers into buyers? Let us know in a comment below.