A Practical Guide to Used Car Dealer Marketing
As a used car dealership, you represent an industry that will always be in demand. As long as people depend on cars, there’s going to be a market for used car dealers.
However, that doesn’t mean your success is guaranteed. You also need to consider your competition, which includes other car dealerships and private sellers.
The key to your success is brand recognition and credibility. The people in your community need to know you exist and can be trusted. This is where used car dealer marketing comes into play.
You need to determine the best automotive marketing strategies for your company and your audience, and we’re going to help.
Keep reading for our thorough, but practical guide to automotive marketing.
Identify Your Niche and Target Market in the Industry
First, you need to figure out how you can stand out from your competitors. What makes your car dealership unique, different, or better than others? This is your niche.
Once you establish your niche, you can identify your target market. Your target market is the consumer group to whom your products are geared towards.
For example, your niche might be providing people with used car options for $10,000 or less. In this case, your target market would be people with lower incomes looking for affordable vehicles.
Build a User-Friendly Website
As a business owner, it’s important to recognize the importance of doing business online, even in car sales. The average consumer is well-informed, as nearly 88% of them will research products online before buying.
Your car dealership must be represented with a professional, user-friendly website. Here, potential customers can find out more about your business, shop through your inventory, schedule appointments, ask questions, and more.
Make sure the site is optimized for mobile devices and is easy to navigate. It also needs to be visually appealing, yet simple, and intuitive.
Implement a Local SEO Strategy
Next, you need to implement a strategy to direct online traffic to your website. Search engine optimization (SEO) is the coding used by search engines to find relevant content based on keyword searches.
If someone in your area searches for “used car dealerships near me,” your website SEO will determine how quickly they find you. The higher your SEO ranking, the more leads you will generate.
You can improve your local SEO ranking by:
- Creating a blog on your website
- Writing articles full of relevant content and effective keywords
- Using internal and external links throughout your website
- Getting backlinks from other credible websites
- Using multiple forms of media (videos, images, headers, titles, etc.) embedded with SEO metadata
- And more
If you don’t understand SEO very well, don’t sweat it. Most business owners don’t. However, if this is the case, we recommend hiring a reputable automotive SEO service to help improve your online presence.
Take Advantage of Social Media
We also need to talk about social media. Studies show that over 70% of Americans use at least one form of social media. Facebook is one of the best platforms for sharing content from your dealership, connecting with consumers, and communicating with customers.
Your used car dealer marketing strategy must include using social media to increase your brand awareness in the community. You can use paid social media ads to target specific demographics of people and get important feedback on ad performance.
Use Content Marketing to Increase Brand Credibility
One of the most important aspects of auto dealership marketing is learning how to get through to your target audience. This can be difficult with traditional advertising. Most consumers see upwards of 10,000 marketing messages a day.
Naturally, people learn to ignore and tune out advertising. That’s why your dealership needs to focus on content marketing. Content marketing is all about providing valuable and engaging content that your audience wants to see.
By publishing articles and social media posts about things like “how to save money while shopping for used cars” and “how to get a car loan,” you can earn the trust of potential customers.
By providing value to them, they will see you as more than just a dealership trying to make money.
Build an Email List
One of the best ways of generating leads with car dealer online marketing is by creating an email campaign. Your email campaign should consist of weekly automated emails that go out to subscribers to remind them of your products and services.
These can be great for converting people into paying customers. If, for example, they sign up for your email list but don’t buy anything right away, they’ll be sent weekly reminders nudging them in the right direction.
You can encourage people to join your email list by offering them exclusive discounts on your inventory. People who subscribe could gain access to weekly coupons with different specials, such as waived fees, upgraded warranties, cashback offers, and more.
Invest in Paid Marketing Options
Finally, when creating your used car dealer marketing strategy, don’t shy away from paid marketing options. While we understand your need to save money as a business owner, you could be leaving a lot on the table by avoiding paid advertising.
For example, car dealer search engine marketing, or SEM, is a great way to come up at the top of the search results pages with Google and other search engines. In return, you only have to pay them for each click your website receives. You can set a budget limit for each month to avoid paying more than desired.
Similarly, you can use pay per click advertising. PPC advertising allows you to publish an ad for your dealership on a host website. Once again you only pay the host site for each click your ad receives.
This can be a great way to get your brand in front of new audiences. PPC marketing isn’t incredibly difficult, but it may be wise to hire a PPC management team to ensure you’re getting the best results.
Need Help With Your Used Car Dealer Marketing?
Are you ready to generate more leads and improve your sales? If so, we’re ready to help you make more money. We specialize in used car dealer marketing services and know exactly how to engage with your audience.
Contact us today to learn more or talk about pricing.