Topic: digital marketing
On the heels of Boris Johnson’s announced plans for reopening Britain, many auto dealers are thinking about what reopening will be like. Since the COVID-19 virus can survive on many types of surfaces, concerns about transmission has set new expectations for car cleanliness. As you get ready to get back to work, your customers expect a different kind of safety protocol for disinfecting cars—whether it’s for test drives or service appointments—and interacting with the public. So it’s important that you clearly communicate the steps you’re taking to keep them safe.
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?
For those retailers digitally managing leads and tracking attribution, there’s a broad spread of options being employed. Believe it or not, more than a quarter of used car dealers are still using paper-based systems to manage leads. Built around a survey of more than 700 independent and franchised used car dealers and our annual Dealer Council meeting, the second-annual CarGurus One Voice Report examines the lead management challenge and how dealers are coping.
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.
It’s hard to believe that the decade is almost over. As we inch closer to 2020, we searched our archive to find our top five favorite dealer resources, stories, and highlights from the past year. We hope to continue sharing stories and best practices like these well into 2020. In no particular order, here are the top five dealer stories and resources we shared on the Dealer Resource Centre in 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.
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.
Does this statement ring true for you? Digital marketers are drowning in tactics and struggling to figure out what marketing really is—and isn’t.
Today’s marketing environment is complex, has been disrupted by technology and tools, and is constantly changing. Nodding your head? This session from our 2019 Navigate conference might help you untangle the marketing mess.
Most dealers say their website is their highest converting tool. However, in my role as a CarGurus account manager, I often see a one-size-fits-all approach to dealership websites. They’re missing any personality or wow factor, and they can be difficult to use. Together, these website issues don’t make me want to explore the inventory on the site.
There are plenty of ways to optimise your website for buyers though, whether you maintain your website in house, or you rely on a website host to keep it up to date. Here are three things CarGurus Digital Consultants suggest doing to improve your website.