Get more value from your leads by capturing the right consumers, the right way.
As dealerships around the nation have learned to adapt and pivot due to the challenges imposed by COVID-19, there are many learnings that will likely persist well beyond the pandemic.
Among the most significant are digital leads—potential customers who interact with your website to provide contact information, for example—which is why refining your digital lead acquisition strategy will be critical to any dealership’s success moving forward.
Like many other industries, COVID-19 has drastically accelerated the digital transformation at car dealerships, catalyzing changes that would have taken months or years, into mere weeks instead.
This reflects customer sentiment and behaviour, with more than 60 per cent of Canadians looking to buy a car saying they would use an online purchase option, while 17 per cent would buy a vehicle sooner if such an option was available, according to 2020 Google (Consumer) Surveys.
Utilizing long-tail keywords (specific, detailed queries) is essential in capturing leads that are most relevant, and with a high purchase intent.
The digital tide has clearly turned, but the question remains on how best to create a strategy to manage your digital leads. Any real answer must be a nuanced and multifaceted approach.
Search Engine Optimization (SEO) remains a cornerstone of successful digital strategies. Utilizing long-tail keywords (specific, detailed queries) is essential in capturing leads that are most relevant, and with a high purchase intent.
While the keywords incorporated into SEO vary greatly depending on the dealership’s focus and goals, the important thing is to make sure they are aligned with your overall strategy. You can have the best cars on offer, but if you don’t attract the right customers to your website with SEO, you will hit some speed bumps down the road.
Content marketing is another aspect of digital lead generation that is sometimes overlooked in the industry. Turning your website—through blogs, articles, and other media—into a helpful resource for auto buyers is a great way to generate leads.
Many people who think of buying a car first turn to search engines with general questions related to their purchase. By leveraging content marketing, you not only attract would-be customers, but you also provide them with value in your first interaction, which will help position your company as knowledgeable, helpful, and trustworthy.
Then comes the task of converting them into leads. Aside from the typical contact form, there are a litany of tools and tactics that you can employ.
Consider adding a live chat feature for the advantage of interactivity, and be sure to refine all forms to minimize the number of fields that visitors have to complete; by reducing the barrier of effort needed, you’ll find greater completion rates.
The strategies discussed above all have a common denominator: value.
To stand out from the seemingly infinite number of distractions online, your primary and ultimate goal must be to create good value for your customers every step of the way. By doing so, you can capture the right consumers, the right way.
