How Auto Dealerships Can Grow In The Digital Age

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Many traditional auto dealership businesses are losing out for one simple reason: not going digital in their marketing roadmap. Traditional marketing and advertising techniques just don’t cut it anymore in an age where people make buying decisions online and look to social media for researching products and services. Here are some ways for auto dealers to grow and take advantage of marketing in the digital age.

Use video

Most buying processes happen online these days, with customers searching for cars, viewing features, and comparing prices on online shopping platforms. Video content is one surefire way to attract prospects. Create and promote video walk-throughs and tutorials for clients, highlighting the experience they can get from visiting the dealership. A virtual presentation of the inventory can also be recorded to showcase numerous features and innovations.

Mount an email campaign

Personalization is key in creating emails that convert. Email campaigns can be segmented based on different data sets, from car brands and models to demographic selections such as income and neighborhoods and cities. Be sincere, friendly, and attentive to customer needs and pain points.

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Go social

Roll out a professional and fully decked profile on social platforms, such as LinkedIn, Twitter, Facebook, and Instagram. Industry-centric platforms and apps are also a great target. Schedule posting, sharing, and promotion of content in a way that best engages with the audience. Employ excellent writing and storytelling.

Jeffrey W. Lupient is the Dealer Principal at Lupient Nissan in Rochester, MN, and the Executive Manager of Jim Lupient Infiniti in Golden Valley. He has a reputation as a highly-skilled dealership manager who aims to deliver only the best possible ownership for clients. Read more on this site.

Looking Into The Future Of Car Salespeople

The number of customers who prefer to shop through digital means is continuing to grow. This has raised concern in the automotive industry as some are wondering if car dealers and salespeople are still necessary for the future.

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There are those who even claim that in a few years’ time, the services offered by these companies and professionals would be rendered obsolete. After all, businesses of this nature have traditionally relied on face-to-face conversations and negotiations.

Even so, the continued advancement of technology, and consumers’ preference for and reliance on online means of shopping is not seen to put car salespeople out of commission. Their roles, however, would most likely change.

For example, before heading to a showroom, most buyers in the past would have not yet completely zeroed in on what brand or model to purchase. The sales pitch or the explanation of a salesperson would heavily factor in their decision-making process. Today, most customers can research on their list of choices through the Internet. Some would already even know what they want, with the visit to a dealership done just to see the model firsthand or to test-drive the vehicle.

Rather than striving to educate every customer about the available cars, salespeople should give more focus to building relationships with them and understanding what their needs are.

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Also, car salespeople can take advantage of technology and use it to reach out to more clients. They can leverage data and analytics to target a more specific audience so that marketing activities can be conducted more optimally.

For more articles on the automotive retail industry, visit this Jeffrey W. Lupient blog.