Marketing efforts for car dealerships are ever-changing, and those who can’t keep up with the pace of contemporary marketing efforts and are stuck with traditional marketing don’t stand a chance to beat their competitors.
Digital marketing and other contemporary marketing efforts require car dealerships to be more customer-centered and to answer potential customers’ questions about the product. In this article, we take a detailed look at the types of marketing content that resonates with potential customers of car dealerships and how it can leave a lasting impression on them.
1. Video Content
Video content is highly effective in the car-buying journey. More than 70 percent of auto shoppers say videos influence their purchase decisions. Whether detailed vehicle walkthroughs, test drives, or customer testimonials, video content provides a vibrant way for potential buyers to explore cars before ever setting foot inside the dealership.
a. Vehicle Walkthrough
Video tours of new models as deep as possible help clients understand what they offer in terms of features, design, or technology. Instead of reading on paper, buyers see and hear firsthand how the car is, what the interior looks like, and what its unique selling point could be.
b) Test Drive Videos
Create a feel of a driving experience that will hook the buyer’s attention. If handling, acceleration, and comfort come alive in that virtual test drive, it will make it easier for the customers to envision behind the wheel. Accurate, on-the-moment test drives give credibility and attract anyone who can only reach your dealership after a certain point.
c) Customer Testimonials
Having real customers share their experiences through video testimonials carries a lot of credibility. It gives the punch of word-of-mouth marketing but in a more scalable, shareable format. Buyers rely heavily on others’ opinions to make purchasing decisions, so if satisfied customers are featured, it can do an excellent job of converting them.
2. High-Quality Imagery and Interactive Content
Visuals in the car-buying process are essential as high-resolution images contain interactives such as 360-degree views of vehicles and facilitate deep exploration and immersion into cars.
a) 360-degree vehicle views
The interactive vehicle views give the potential buyer the power to look at every angle of the car and zoom in or out on the areas he is interested in. This hands-on experience is priceless for customers who do a lot of research online before visiting the dealership.
3. Instructional Blog Posts And Buyers’ Guides
Research shows that potential car buyers do their research thoroughly before making a purchase. Educational content about frequently asked questions, financing, or other aspects is more likely to attract organic traffic and put your dealership in an authoritative position.
a) Comparative Reviews
This information will enable a buyer to compare similar models or discuss the advantages of one car over its competitors. Be open, provide precise data, and avoid being shy when discussing each vehicle’s pros and cons.
b) Buying Guides
Describe, in simple, step-by-step terms, how to work through the car-buying process, from choosing the right vehicle to explaining loan options. For example, a financing or leasing process guide simplifies the processes and sets your dealership apart as customer-focused and genuinely helpful.
4. Social Proof and User-Generated Content
No amount of marketing can replace the power of a happy, real customer enjoying the new car they recently bought. Encourage customers to post their photos or stories on social media and engage with that content to build an authentic community around your dealership.
a) Hashtag Campaigns
Running hashtag campaigns encourages the customers to share their experiences on Instagram and Facebook. That growth rate of posts can help demonstrate happy customers and lead new buyers to visit your dealership.
b) Customer Stories
Share your customers’ stories on your website or social channels. It showcases and personalizes the car-buying experience, which can have multiple profile types, such as a first-time buyer or one who upgrades from a lower to a luxury model.
5. Personalized E-mail Campaign
While social media and video might be great for reaching a large audience, personalized email marketing is good at nurturing leads into conversions. Use data and customer behavior to tailor emails specifically to a buyer’s interest, whether inquiring about SUVs, trucks, or eco-friendly vehicles.
a) Personalized Offers
Organize your email lists and other outbound marketing efforts according to a buyer’s preference. If the customer inquires about an electric car, showcase the new and latest eco-friendly vehicles. In that regard, the personalization of an email campaign could skyrocket open rates and engagement levels.
b) Exclusive Content
Previews of arrival, car upgrades, or the most significant events at the dealership will create a sense of urgency and exclusivity, causing customers to make decisions faster.
6. Localized SEO Content
Local search that can lead to your dealership usually starts with a search for dealerships or vehicles in their locality. So, to capture that traffic, your content has to be optimized for local search. Creating blog posts, landing pages, or FAQs that resonate with the particular locality can help you rank higher in local search.
a) Local Inventory Pages
For instance, creating local keyword-based pages for any model available for sale, such as “Toyota Camry in Fayetteville,” means that your local dealership will probably appear for specific model searches within some geographical area.
b) Community Involvement
Local events, sponsorships, or partnerships in the community will highlight your dealership’s connection with local buyers. You are showing the world that you are selling cars and investing in the community, making you closer to potential buyers.
Conclusion
Your message should resonate with the potential car buyer through educational material, visual storytelling, and personal engagement. Based on various formats like video, blogs, social media campaigns, and personalized emails, your dealership can design a comprehensive content strategy to build trust and drive sales.
T3 Marketing works towards creating such vibrant content strategies for car dealerships to engage their audience and turn leads into loyal customers. Contact us today to understand how we can help you with your car dealership marketing!