The way we market is changing for every industry, the fact is, people are going online and doing research and are less swayed by in your face advertisements. This fact is more true to the automotive industry than most.
It has been an on-going trend in the automotive industry that shows no sign of stopping: people are spending more time shopping and researching online than ever before. Studies show that people are visiting only 1.6 dealerships on average before purchasing a vehicle, startling considering that, that number was as high as 5, just 10 years ago.
Another statistic posits that 80% of buyers are checking prices online from an average of 10 dealers before ultimately choosing a dealership. It’s a new era for the industry, one where automotive companies need to be operating in an “honest economy,” one of the backbones of smart inbound marketing.
Inbound marketing works to build trust and a relationship with the consumer even before they enter the doors of your dealership. Using a combination of tools including, SEO, blogging, premium content, social media, visuals and workflows, an inbound strategy will work to drive traffic to your website and then convert that traffic into leads (people through your doors!) for your sales team.
Inbound marketing works to put you at the top of search engines and provides your visitors with quality content that works to attract (build trust), convert and close leads.
Read on below for three inbound marketing strategies for the automotive industry.
That is where inbound marketing can change the game. Instead of selling, you are answering the questions that buyers are asking. Your website and blog function to make their research simpler. For example, they are asking: What will be the trade value of my car? You can then provide the answer to that question in a blog, perhaps titled "How to determine the value of your car at trade in."
Answering frequently asked questions on your website in the form of a blog, website copy or a FAQ will also allow you to establish your company as an industry expert and a standout.
Establishing a relationship and building trust are two very important factors in a buyers journey. You can start this journey online by introducing your sales people and by giving them a personality. It allows buyers to develop a connection and get to know the person they might buy their car or parts from before they even enter your door. You can further build trust by connecting your sales persons with the blog advice provided on your website.
This point is all about positioning your online presence as solution oriented instead of simply a catalogue for your products. Buyers want to buy safely and wisely, use your content to show them how they can do that with you. Don't leave questions unanswered, provide tips and how-to's whenever possible. This can be as simple as providing images of all angles of the car, or by providing a breakdown of how your sales process operates.
Finding success online in the automotive industry goes back to the honest economy and breaking the myths of how people feel about the sales process. To read about how inbound marketing has drastically improved business for companies like an office automation supplier or a private trades school visit our blog.