September 25, 2017
Let’s be honest.
Today, digital marketing almost seems mandatory when it comes to owning a business. Think about it—whenever you, personally, want to spend a huge chunk of cash on a shiny new toy, do you not consult Google first?
In recent years, the Internet has become the go-to source for many people when buying any new product. And yes, the same can be said for people looking to buy a new car. With that said, online marketing became a quick way to increase sales for automotive dealerships across the globe.
Even with so many online resources, you might wonder if you’re doing anything wrong on your website. Sure, you might have increased your sales since launching a digital presence, but do you ever wonder if you could do anything to pull in a few more customers each month?
This might come as a surprise, but car dealerships make some critical errors in their digital marketing that impede their true potential every day. Let’s take a look at some of the biggest digital marketing mistakes automotive companies make on a daily basis—and learn how to fix them in the process.
Throwing Too Much at Your Reader at Once
Think about those times you click on a website and encounter a massive wall of text. Do you actually read every word? Most people answer no. And, in many cases, most visitors immediately click that back button. To prevent these high bounce rates, try to keep your content simple and concise.
For starters, you do not need a massive word count to increase your Google rankings. Try to reduce any 7,000-word text blocks into something much shorter. This will help your potential buyers feel much less overwhelmed.
Also, stay focused on one point. Sure, you might like bragging about your dealership’s history and accomplishments. But if you go into too much detail, you will quickly bore your reader; Try to stick to one point—this usually involves reminding the reader why they want to buy a car from your automotive dealership.
Lastly, try to keep your content readable. Remember, most Americans prefer to read content at a 7th to 8th-grade reading level. It’s not that your customers are stupid; It’s just that no one likes putting that much effort into finding basic information. To help with readability remember to keep your words short. If you place too many convoluted terms in your text, you will lose your reader’s interest. Keep your sentences short and paragraphs plentiful. At the end of the day, hardly anyone enjoys reading five-line sentences with 20 commas.
You can check your content’s readability with tools such as Flesch-Kincaid scores. If you notice your content ranks in the 30s, you might want to simplify your language and sentences. Remember, your goal with this website is to market your automotive dealership—not earn a Ph.D.
You can help your readers stay focused with bullet point lists. In this case, buyers can find their information quickly and easily. In fact, watch as we summarize this section below in this format:
See, bullet points make your automotive website’s content concise and easy to read.
Another great way to keep your content simple and concise, while still giving your visitors all the information they may need is through the use of Dynamic Visitor Promotion’s Tool Tips feature.
Not Using Automation for Social Media
Managing one social media account can feel tricky. Add three or four to the mix, and automotive marketing can feel daunting.
But a simple trick exists here—automated posts. With automated posts, you will be able to save hours of time, while updating on a regular schedule.
Do not worry about losing a sense of personality. If you want to connect with your customer base, you can reply to individual comments if you feel it is necessary. You can also still create posts by hand as well. Automation is just there to speed up the process when you need it.
At the end of the day, your goal with social media is to quickly inform your customers about any special events, sales, or remind them of services for your automotive dealership.
Lack of SEO
Do you find that simply aren’t seeing a large influx of new customers, or your website has a really high bounce rate? The problem could easily be stemming from poor SEO implementation.
Word of mouth and social media only go so far. If you want people to know your dealership exists, you will want to increase your ranking in Google’s search results. In order to increase your ranking, you will need to implement every critical piece of SEO, including but not limited to: backlinks, keyword research, tags, meta-descriptions, etc. We could continue for another 3 pages listing every critical piece of SEO. There are various online sources that teach you how to implement some SEO techniques. However, if you want to effectively have SEO done on your website, you should consider hiring a professional SEO team.
Neglecting Convincing Calls to Action
Are you noticing high page views, but still no jumps in sales at your car lot? Perhaps your issue lies more in your lack of a convincing call to action.
The next steps a customer may not be as obvious to them as it is to you. Regardless, you will still want to call them to some form of action.
Generic terms such as “call now” or “visit today” only go so far. Instead, give an incentive to your future buyers to take action. Something like, “call today, and get approved for an auto loan in minutes” will inform you customers that something is in it for them.
Even better is when you cater these calls of action to your personal dealership. If necessary, even attach a time constraint in your call to action. Buyers tend to take action more often when they think their time is limited.
For your call to action, creativity will take you a long way. If you can include a lot of information in a concise manner, you’re sure to attract even more attention.
For more information on how you can further increase conversions on your website, contact us today or visit us at https://dealerwebb.com/promowebb-dvp/promotional-advertising