What to Know About Automotive Marketing Strategies
One of the top challenges marketers in the automotive industry face is gaining a sales lead’s trust and respect. Customers are making significant financial decisions. Your automotive marketing strategies could push them to choose you.
This guide will outline some of the best automotive marketing strategies, automotive advertising ideas, salesperson marketing strategies, car dealership marketing ideas, and more.
Build an Engaging & User-Friendly Website
Your automotive website is critical, as 95 percent of vehicle buyers use the internet to start the search for a perfect car. When they go online, they should have a great experience with your website.
Here are a few automotive marketing strategies to make your website more user-friendly:
- Listen to your users. We recommend asking regular website visitors what they want to see. Ask for input from your target audience to find the missing elements your website needs.
- Speed up your site. Web users typically expect your site to load very quickly. Experts say pages should load within 2 to 3 seconds.
- Choose your colors carefully. Your color palette should be appropriate for the car industry, but the contrast between the background and text must be enough so the visitor can easily read the text without straining their eyes.
- Improve your site layout. Many users access websites on their mobile devices, so a responsive website layout is crucial. Ensure that your website looks great on both desktop and mobile and that your mobile users can see everything without zooming in every few seconds.
Thought Leadership Content Marketing
Thought leadership content marketing is another excellent automotive marketing strategy. Thought leadership is a technique that content marketers use to build credibility for themselves and the administration at their automotive company.
With thought leadership, you and your company become recognized as experts in the automotive industry and become the go-to resource in your field, especially for first-time car buyers.
To become a thought leader, you must create and promote educational content. You should also become reasonably active in the automotive industry community, especially on social media platforms.
Google Ads & SEO
Most marketers use search engine optimization (SEO) and Google Ads to increase traffic and leads for their automotive business. But what exactly are Google Ads and SEO?
Search engine optimization, also known as SEO, includes optimizing your website and content. Your pages appear higher on the search engine results page, meaning that customers can easily find your website.
Google Ads is a pay-per-click (PPC) advertising platform that allows marketers to reach potential customers and interested leads. PPC ads can appear in various forms, including search ads, Google Shopping ads, and local services ads.
With PPC, you will only pay when the users click on your ad, making Google Ads more cost-effective than traditional advertising methods like newspaper, radio, or TV ads.
More than 95 percent of all Americans own smartphones. Cater to mobile customers to gain a competitive edge over other automotive companies.
Smartphone users typically spend hours on end every day on their phones, and there is an average 98 percent open rate for all text message marketing or SMS marketing campaigns.
SMS marketing is a great way to reach your target customers, especially on a platform where they actively search for messages.
People buying a vehicle want to speak to automotive experts as long as the interaction is convenient, and SMS messaging is about as convenient as it gets.
Focus on Customer Experience to Build Loyalty
Another automotive marketing idea to keep in mind is that it is imperative to create a customer experience that your customers genuinely want to build brand loyalty.
Your auto marketing strategy must prove to car buyers that you will give them a successful experience. You will stand out in even the most saturated car market if you use modern channels to promote your dealership.
It’s crucial to understand your target audience when creating a marketing plan. That means getting to know your target customer’s journey before you even start the marketing process to meet them on the right platforms at the correct times.
When it comes to giving your car buyers the customer experience they truly want, you need to know their personality, demographics, likes, dislikes, and more. When you truly understand your customer, you can cater to them at every opportunity, including playing the kind of music they like at your car dealership.
Research Car-Buying Trends
One of the most crucial car sales marketing ideas is thoroughly researching car-buying trends to better understand what your customers are looking for. Here are some of the biggest car-buying trends in 2021, per research from Google:
People Love Cars Again
Some customers have lost interest in car ownership over the past decade due to the rise of transportation options and a reduced interest in car culture, but this could change following the coronavirus pandemic.
About 93 percent said they were using their cars more since ride-sharing and public transportation have become riskier due to the coronavirus. And 20 percent of people who didn’t own vehicles before the pandemic are now considering buying cars.
Car Shoppers Are Searching for Deals
Many car shoppers are looking for deals, and automotive companies respond to this search for deals by offering favorable terms. And digital marketing strategies are becoming more and more critical for automotive companies, especially during social distancing, as many customers are moving their car shopping online.
We recommend using digital marketing campaigns to promote deals and promotions.
People Want Car Dealer Experiences From the Comfort of Home
Fortunately, the move toward online car shopping has not reduced customer interest in the experiences they find at automotive dealerships.
Car shoppers enjoy at-home car dealer experiences, like at-home test drives, review videos, digital showrooms, online configurators, and virtual reality test drives.
Customers like YouTube videos that show road tests, car walkarounds, and expert views, so automotive dealerships should incorporate video content into their automotive marketing ideas.
Live-stream events during the pandemic also boosted interest in virtual events from automotive companies. We recommend integrating music into these live-stream events from companies like Cloud Cover Music.
Frictionless Car Buying & Delivery Resonates With Customers
Another huge car-buying trend is an interest in quick and seamless purchasing.
Creating simpler buying experiences for car purchases and deliveries can boost sales for manufacturers and automotive companies.
About 18 percent of all car buyers would buy cars sooner if they could do so online, with at-home test drives and vehicle delivery rather than going to the dealer in person.
Target a Specific Demographic
Another important automotive marketing strategy is identifying and targeting a specific demographic that is more likely to buy your products. Market segmentation divides your data on your automotive dealership’s target audience into various segments.
Each of these segments shares similar characteristics, so you know they will react similarly to your marketing efforts. You can segment your market in five different ways:
- Demographic segmentation: With demographic segmentation, you look at variables like gender, income, age, and ethnicity. You can choose to only target home addresses that meet your criteria, like a certain household income level.
- Geographic segmentation: When you use geographic segmentation, you look at factors like city limits, state lines, and the distance between two points.
- Technographic segmentation: Technographic segmentation looks at the ways that the market segment uses technology. For example, if your market segment prefers TV as their media, you might run a traditional TV commercial to market your car dealership.
- Psychographic segmentation: Psychographic segmentation targets psychological characteristics, motivations, and conscious and unconscious beliefs.
- Behavioral segmentation: Behavioral segmentation looks at customer behaviors like time spent on a website, browsing history, and consumption habits.
Incorporate Music Into Your Selling Strategy
While Americans do a lot of research online before buying a car, they typically close the sale inside your auto dealership. No discussion of sales would be complete without discussing the role of music.
The right soundtrack can tell a customer a lot about your brand. Are you:
- Hip or classic?
- Expensive or economical?
- Playful or serious?
- Modern or vintage?
Pull sales records and determine key demographic data for your in-shop customers. Once you learn more about them, you can develop a playlist they'll love.
Launch your choice inside the shop and watch your data closely. If sales spike, great! You've hit on the right mix. If they dip, it's time for a tweak.
Plenty of companies make building buyer playlists easy. And these companies handle all licensing and regulatory rules, so you can focus exclusively on making your customers happy.
These are a few companies to choose from:
Choose Cloud Cover Music
Incorporating music into your business can be an excellent way to build your brand and attract more customers. If you are interested in a business music service, look no further than Cloud Cover Music.
We offer a fully licensed and legal solution for background music that is clean and commercial free. Plus, you can use it at multiple locations, making it an easy solution for your business.
Try our 14-Day free trial today.
Digital Car Research Statistics. (January 2017). Google.
Google: Keep Site Speed Below 2-3 Seconds. (November 2016). Search Engine Roundtable.
Mobile Fact Sheet. (April 2021). Pew Research Center.
Tap Into the Marketing Power of SMS. (November 2016). Gartner.
5 Trends Shaping the Auto Industry's Approach to a New Normal. (May 2020). Google.
With Car Shoppers More Willing to Buy Online, Auto Marketers Must Bridge the Divide. (September 2020). Google.