In today’s fast-paced digital world, many dealerships focus on flashy creative marketing strategies, only to find their efforts fall short. The reason for this failure often comes down to one key factor: they forget to prioritize the customer journey. Without a deep understanding of the customer’s path to purchase, even the most creative campaigns can miss the mark.
Let’s break down what this looks like, especially in the automotive industry.
Step-by-Step: The Customer Journey
So, what does the customer journey look like in automotive marketing?
1. Get Their Attention
First, you need to identify your target audience and meet them where they are. Whether that’s at an event, on social media, through direct mail for car dealers, or an automotive marketing agency campaign, you need to know who they are and where they spend their time.
2. Make It Relevant
If you’re posting on Instagram and targeting millennials with families, don’t just showcase sports cars. Show your family-friendly SUVs, and make sure your content speaks directly to your target audience. Dealer social media plays a crucial role in getting this right.
3. Write a Clear Call to Action
What do you want your customers to do? Do you want them to visit your website, schedule a test drive, or check your inventory? Make that clear in your messaging. Directing customers to relevant pages, like your vehicle configurator, can significantly increase the chances of keeping them engaged.
4. Collect Lead Information
Once they’re on your site, don’t let them slip away. Get their email through a form or an offer, so you can retarget them later. Many customers may not be ready to purchase immediately, but by collecting their information, you give yourself the opportunity to stay in touch.
5. Retargeting is Key
Cars are high-consideration purchases, so you need to stay relevant in their minds until they’re ready to buy. Retarget through automotive direct mail, email campaigns, or social media ads, making sure to stay creative and relevant with your messaging.
6. Close the Deal
Bring them into your dealership. Invite them for a test drive or another event that allows them to experience the vehicle firsthand. The more personalized and engaging the experience, the more likely they are to commit.
The Role of CRM in Closing the Loop
As we have previously discussed in a Blog Post – a strong CRM System is key!
A strong CRM system is your backbone. It helps you track every part of the customer journey, from the initial point of contact to follow-ups and, ultimately, to closing the sale. By collecting and using the right data, you ensure that no lead goes cold and that you remain top-of-mind for customers.
Final Thoughts on Customer Journey
Creative marketing strategies in the automotive world are essential, but without a focus on the customer journey, they’ll fall short. By using your CRM to drive predictive marketing, staying relevant with automotive SEO strategies, and retargeting effectively, you can ensure your campaigns succeed.
For dealerships looking to maximize their marketing efforts, it’s time to put the customer journey at the forefront. If you’re looking for help with your strategy, connect with an Orlando creative agency or explore other automotive marketing companies that specialize in dealership success. With the right strategy, you can drive meaningful results and build lasting customer relationships.