When you have goals set to bring more prospective buyers to your lot, digital marketing can play a key role in helping you to meet those goals. You’ve likely spent plenty of time pushing notifications through your Facebook page, but what else can you do that will increase your return on investment (ROI)?
While the effort you put forth in your Facebook updates is fairly simple, digital marketing can get complex and it can take some time before you begin to see results. However, you’ll find that by increasing your investment in digital, you’re going to start seeing those efforts pay off.
In most cases, auto dealers find that their strategy evolves and builds upon itself over time. However, every strategy begins with a projected goal. When you know your goals, you can begin taking small steps toward them. This will assist you in focusing on the tasks at hand, but it’s also a great way to measure what works and what does not work in your marketing efforts.
For instance, search engine optimization (SEO) is a strategy used to bring more traffic to a website. However, to gain the traffic organically (which results in long-term results rather than short-term ones), you need to gradually entice more traffic. This can be done with a regular blog on relevant topics in your industry.
SEO strategies are also built around the idea that if you attract quality links to your site, you’re going to rank higher in search ratings, which gives you a better chance at heavy traffic.
You, as a car dealer, are a professional communicator. Whether you know it or not, you’re constantly nurturing leads. You can do the same with digital marketing. Forrester, a polling company, has found: lead nurturing generates 50 percent more sales than companies that do not nurture leads.
Let’s break it down. Here are the five areas where you should be concentrating your digital marketing efforts:
- SEO – Optimizing your website for pulling in more traffic
- Lead Nurturing – Knowing when a prospective client is ready to enter the buy cycle
- Content Marketing – Creating educational material that will inform the buyer
- Data Analytics – Researching how customers interact with your site and make improvements as needed
- Ads – Facebook Ads can help you increase your reach
If you’re overwhelmed by the prospect of digital marketing, find a trusted professional to assist you. However, beware of huge promises, like “we’ll get you twice as much traffic in one week!” Digital marketing should involve long-term goals that build up your traffic organically.