Topic: marketing tips
In response to the UK government giving the green light for car dealerships to open on June 1st, we pooled some resources together to bring you the highlights of recent consumer research that will help inform your back to business plans. We also cover some of the ways CarGurus has innovated in response to these consumer sentiments and market changes. Watch now and if you have any questions please call 0808 501 5479.
The value of being named a CarGurus Top Rated Dealer doesn’t have to end once you hang your plaque on the wall. Promoting your Top Rated Dealer status throughout your marketing activities tells shoppers that you’re committed to exceptional customer service and satisfaction. It’s a differentiator that will help you stand out against the competition down the street. Here are a handful of ways you can leverage your CarGurus Top Rated Dealer award throughout the year:
Buying a car in 2020 looks very different than it did 10 years ago. Thanks to the overload of options, automotive shoppers are uncertain about key decisions, such as where to buy. According to our 2019 Buyer Insight Report, most buyers (73%) research and compare exhaustively. Even after all that research, 72% of buyers report that they were uncertain or changed their mind about the dealership they bought their vehicle from.
The decision to choose one dealership over another is influenced by several factors—one of the most important being transparency. Dealer reviews provide the transparency shoppers need to make informed an informed decision about where to buy. Transparent dealers are trusted dealers—they’re our Top Rated Dealers. Here are three quick ways to manage your reputation and build trust in your dealership:
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.
Dealers are no doubt aware of the impact a decent set of photos can have on a used car buyer, but film takes things one step further because it’s the next best thing to physically seeing a car in the metal. More and more retailers are using walkaround videos to show off their stock, but as with any form of advertising, there’s a right way and a wrong way to do it.
We explain the dos and don’ts of producing a top-quality used car video that’s guaranteed to catch buyers’ attention.
When buyers decide they’re in the market for a product or service—or they’re generally curious about something—they head to a search engine like Google for information. In fact, billions of Google searches happen every day. Think about how many of those are car searches—or, chances for your dealership to attract potential customers to your site.
While you can rely on search engine optimisation (SEO) tactics to help you increase the ranking of your site without spending money, changing algorithms and ranking criteria make it hard to maintain your position in search results. So how else can you promote your dealership and drive new visitors to your site? Through the use of search engine marketing, or paid search as it’s commonly called.
People have become information-obsessed, even over the small stuff. And car buyers are no exception. They’re spending more time than ever—over 6 hours in many cases*—researching their purchase options before ever making a decision.
But what happens to those car buyers after they’ve done their research and made their purchase at your dealership? Their need for information doesn’t end. As car owners, they need to know how to maintain their vehicles, where to go for service, what insurance to get, and more.
Monitoring website performance is the cornerstone of your digital marketing strategy
Your website is the lifeblood of your business, and most of your digital marketing efforts likely revolve around ways of driving people towards it. In fact, according to Hubspot’s latest State of Inbound report, 54% of companies say driving more website traffic is their current marketing priority.
That’s a laudable aim. But for car dealers, as with all businesses, driving extra traffic is only useful if your website meets both visitor expectations and business ambitions. Nearly 40% of people will stop engaging with a website if they don’t like its content or design.
By monitoring a few key metrics, readily available on Google Analytics, you can more accurately measure the performance of your website and tweak it to be more user-friendly, compelling, and productive. Making this a continual process of improvement sets great dealers apart and creates the foundation for success—digitally-savvy small businesses are five times more likely to increase profits and operate more efficiently than less advanced competitors.
With that in mind, here’s what you need to know.
The right goals motivate your team and give impetus to your efforts
For small businesses like dealerships, setting digital marketing goals can be so vexing that many simply don’t bother. Setting a goal creates the opportunity for failure, and failure is dispiriting and demotivating. What should your goal be anyway? What if it’s too ambitious, or not ambitious enough?
Though setting goals is nerve-wracking, targets are good for business. You have them in other areas — sales, supply, cost-cutting — because they give everyone involved something to strive for and measure success against. The same should be true for your digital marketing. Well-constructed goals give you impetus to innovate, experiment, and improve.