As everyone in the auto dealership or manufacturing business knows, getting that all-important sale is easier said than done. Alongside real estate and appliances, the automotive industry is one of the ‘big decision’ industries, where consumers think more carefully and slowly before making a purchase. Decision-making processes are often long and complex, and thus require equally complex solutions on the part of the marketer.
In a previous article entitled ‘Every Auto Dealer Should Take Full Advantage of the Marketing Potential of Mobile Technology’, we talked about digital marketing approaches that auto dealers can take in order to improve performance and engagement. While casting a broad net in terms of marketing techniques may be important, it’s equally essential that businesses and marketers pay attention to what’s effective. We’ve put together a short list of effective tools and techniques that can help you put your customers on the path to that final purchase.
Mobile First Approach
The smartphone has become an ubiquitous part of every marketer’s approach, but for the auto industry in particular it’s become the first and most important step of the purchasing process. A 2016 study by AutoHook found that 51% of potential customers used their smartphones or tablets to research car models, equipment, compare prices, and identify local dealers.
The impact of mobile on the automotive industry is so huge that Google launched its Model Automotive ads as a dedicated platform. It’s thus imperative that you strengthen your dealership’s presence online, whether through a website, social media page, or both. Make sure that all your contact, stock, and promotional information is up to date, and that you respond to customer inquiries and reviews in a timely manner.
Direct Mail Marketing
While it may not be the most technologically advanced technique, the benefits of direct mail shouldn’t be underestimated. Direct mail brings your promotional materials right into your customers’ homes, with a longer shelf life and higher ROI than many digital marketing techniques.
Direct marketing solutions company Triadex Services, for one, has seen conversion rates 4-10 times the industry average through direct mail campaigns. Your dealership can use creative materials like pop-up postcards, coupons, plastic postcards, and more to make a lasting impression on customers. You’ll also see better and more consistent results with a high quality mailing list, which is often more impactful in direct mail than with email marketing.
Top Class Customer Service
In retail, customer experience counts. For big decision industries like cars and auto dealerships, where the purchasing process is much longer, that holds especially true. While top-level marketing techniques and digital tools might play an important part in guiding your customers through their purchasing journeys, what clinches the deal isn’t always easily quantifiable.
According to statistics collected by CBT Automotive Network, 54% of consumers would rather buy from a dealership that’s able to give them their preferred experience rather than from one with a lower price but poor service. A long-term financial decision like a car will need careful handling, and better customer service will make a more favorable impression. Additionally, the most common initial point of contact with dealerships is through walk-ins. How your dealership handles potential buyers from that point onward is more likely to push customers towards purchasing than anything else.
