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Ashley Karr


Posts by Ashley Karr

Coronavirus and the car: the impact of COVID-19 on the automotive world

Posted by Ashley Karr on April 20, 2020

This is a repost of an article that originally appeared on our CarGurus blog.

Around the globe, many car factories continue to lay dormant as a result of the coronavirus crisis. Offices that would usually be occupied by staff managing all facets of the automotive trade, from parts acquisition to finance, are still empty. In many places—including the UK—dealerships have been shuttered, garages closed, and auctions silenced. Only limited services remain, to ensure those who need to stay mobile can.

This near shutdown of the global automotive industry, which began in earnest in March, has presented many with a rapidly changing and unpredictable situation. It’s resulted in dramatic and sweeping actions that have led businesses and private individuals alike into uncharted territory. This, coupled with continued unknowns about the new coronavirus itself, poses many questions for the future.

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Topics: covid-19, dealer insights, used car sales

An auto retailer’s guide to Google My Business

Posted by Ashley Karr on March 23, 2020

What’s your first port of call if you want to find something? Google. The world’s biggest search engine picked up where phone books left off. These days, we ‘Google’ something rather than search for it.

We’ve previously discussed how to make your website more visible by using paid search and organic methods to bump your business up the rankings, but the sometimes-overlooked Google My Business tool is incredibly useful for managing your dealership’s first online impression. So what is the tool and how can you use it to your advantage?

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Topics: digital marketing, Google My Business, search engine marketing

Seven secrets for successful sales recruitment

Posted by Ashley Karr on March 10, 2020

Staff turnover can be very high in car dealerships and replacing employees is extraordinarily time consuming and expensive. Losing a member of staff earning £25,000 a year or more costs an average of £30,614, according to an Oxford Economics study, so it literally pays to get recruitment right. Our seven tips reveal how to bag the best salespeople to grow your business.

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Topics: dealer success, hiring

Social media basics for auto retailers

Posted by Ashley Karr on February 18, 2020

Social media is not a sales channel, but it is a very powerful marketing tool that dealers can and should use to their advantage. However, it’s easy to get wrong. And plenty of businesses spend time and money posting into the abyss of social for little or no return. Here is a quick overview of social media basics for auto retailers.

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Topics: digital marketing, marketing tips, social media

Advanced tools to improve your dealership’s website experience

Posted by Ashley Karr on February 10, 2020

Given the speed at which the internet develops, customers increasingly expect more from retailers on the web. The breadth and flexibility of available digital tools means there’s always more you can do to sharpen your dealership’s website. There are fundamental must-haves every dealer needs to create a successful website. But there are a few advanced tools and methodologies dealers can use to lure in customers and sharpen their online operations.

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Topics: financing, leads, trade-in, website, website optimisation

Seven tips to better manage used car stock

Posted by Ashley Karr on February 3, 2020

Used cars are an automotive dealer’s lifeblood and competition for stock is fiercer than ever. With the stakes so high, you have to sharpen your process of sourcing and selling second-hand vehicles. Our seven tips will help you do just that.

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Topics: sales, sales tips, used car sales

How to make sure staff follow up leads

Posted by Ashley Karr on January 27, 2020

In an ideal world, dealers would never be short of sales leads and they’d all be from buyers chomping at the bit to hand over their cash. The reality is often different. We’ve discussed ways of increasing your number of leads, but as dealers know, quantity doesn’t always equal quality, and you can find yourself inundated with dead-end duds. Or leads might just be in short supply.

It’s crucial that sales executives follow up on leads—especially the best quality ones. Even the most successful dealer groups admit that getting sales staff to diligently chase down leads is not the easiest of tasks, and they need cast-iron processes to make sure it happens. Here are some of the best ways to make sure your staff follows up.

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Topics: dealer success, leads

Three ways to generate more sales leads

Posted by Ashley Karr on January 6, 2020

Sales leads are the lifeblood of any retail operation. Without them, you have no customers and no business, so it’s imperative for dealers to attract as many good quality leads as possible. The digital age has introduced a wealth of new ways to reel in customers, but there’s also no substitute for old-fashioned market knowledge and a reputation for quick and friendly responses.

Our top three tried and tested methods explain how you can boost your sales leads for the better.

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Topics: digital marketing, leads, SEO, used car sales

Digital marketing attribution for beginners: Part 2

Posted by Ashley Karr on December 13, 2019

Our previous blog covered the basics of attribution: what it is, the key terminology, and how it has developed as a barometer for digital marketing. However, it represents such a fundamental part of a dealership’s analysis of its online spend that it pays to examine the follow-up process—i.e. how to use the information you’ve gained to tweak your spending and generate the best return on investment.

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Topics: Attribution, digital marketing, marketing tips

Digital marketing attribution for beginners: Part 1

Posted by Ashley Karr on December 11, 2019

For anyone unfamiliar with the term, marketing attribution modelling is a measure of the tangible impact a piece of publicity or communication has on your company’s bottom line. Very simply, if you’ve paid for something like an advertisement, attribution will tell you the monetary value of that particular initiative.

Put like that, it sounds simple. There are plenty of metrics for keeping tabs on whether or not various forms of publicity are earning their keep, but digital marketing is now so extensive that its best asset—trackability—can be extraordinarily tricky to keep up with. That’s where digital marketing attribution comes in: an easily observable lowdown of what does and doesn’t influence your customers’ decisions.

As with most digital initiatives, attribution models have developed rapidly, becoming more granular and providing superior insight over time, so even dealers well-versed in the technology may want to refresh their understanding. Read on to find out the difference between the now old-fashioned and the latest versions, and what each will do for your business.

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Topics: Attribution, best practices, digital marketing, paid search