When developing a dealership marketing strategy, it’s crucial to consider a few key factors. While your manufacturer should handle brand and product marketing, your primary focus should be on dealership marketing and inventory. Your goal is to position your dealership as the go-to destination for purchasing vehicles in your area. Here’s how to do that effectively:
1. Defining Your Goals and Target Audience
Before implementing any dealership marketing strategy, it’s crucial to define your goals. Are you aiming to sell more cars, create brand awareness for the brands you carry, or boost your dealership’s reputation? Once you have a clear goal, work backward to identify your target audience and determine the best channels to reach them.
2. Establishing an Online Presence
The foundation of any dealership marketing strategy is a strong online presence. Your website is the first point of contact for many customers, and it should be well-optimized and informative. Typically, manufacturers offer website providers and support, ensuring that your site includes essential details like your address, team, inventory, and brand information.
However, don’t rely solely on the manufacturer. Ensure your website reflects your dealership’s unique identity and is user-friendly. Remember, your website is often where potential customers form their first impressions, so make it count.
3. Leveraging Social Media for Dealership Marketing
Social media has become an indispensable tool for dealership marketing in the last two decades. It’s not just about having a presence; it’s about choosing the right platform and using it effectively. Decide where your audience spends their time—whether it’s LinkedIn, Facebook, X, TikTok, or Instagram—and focus your efforts there.
Consistency is key. Posting one to two times a week is a good starting point, but the dealership marketing content must align with your goals. Are you aiming to build a following, showcase inventory, or foster community engagement? Tailor your social media strategy accordingly to maximize impact.
4. Building a Community
The most vital component of your dealership marketing strategy is building a community around your dealership. This can be achieved through social media, email marketing, events, sponsorships, and charitable activities. Customers are more likely to buy from a dealership they trust and see contributing to their community.
To spread this message, use newsletters and social media to highlight your involvement in local events and charities. This not only builds goodwill but also strengthens customer loyalty, turning your buyers into brand ambassadors.
5. Email Marketing and CRM Systems
Email marketing remains a powerful tool for dealerships, especially when integrated with a robust CRM system. A good CRM system helps you target customers effectively, particularly those nearing the end of their leases or those who have shown interest in specific models.
Utilizing this data, you can send personalized offers and updates, increasing the chances of converting leads into sales. Additionally, direct mail campaigns, like the well-known “We’ll buy your car” offers, can be highly effective when backed by accurate CRM data.
6. Hosting Dealership Marketing Events and Sponsorships
Events and sponsorships are excellent ways to engage with your community and bring potential customers to your dealership. Ensure that the events align with your brand and attract your target audience. Collecting leads at these events is crucial—encourage attendees to visit your dealership for a test drive, and make sure their information is entered into your CRM for follow-up.
7. Utilizing Third-Party Websites
Listing your inventory on third-party sites like Edmunds and Cars.com is especially important. Many customers start their car search on these platforms, and having your inventory available can significantly boost your chances of making a sale.
8. Investing in Digital Dealership Marketing
Digital dealership marketing, including Google Ads, targeted social media ads, and other paid online strategies, can be highly effective, especially if you have a larger budget. Often, manufacturers will support these initiatives through Co-op Programs.
In addition to online efforts, consider out-of-home advertising like billboards, especially if your goal is to increase brand awareness in your local area. These strategies can be particularly effective in drawing attention to new inventory or special promotions.
Conclusion
A successful dealership marketing strategy requires a multi-faceted approach that combines online presence, social media, community building, email marketing, events, third-party listings, and digital advertising. By understanding your goals and audience, and utilizing these tactics effectively, you can position your dealership as the top choice in your area.
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