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Can Your Dealership’s Digital Marketing Strategies Adapt to COVID-19 and Beyond?

Updated: Jul 28, 2020

In this post, we are going to focus on three strategic digital marketing segments and highlight services that provide exceptional value and adaptability.

Computer screen with dealership sales statistics
What's Your Dealership's Strategy

"Prevent loss of market share during COVID-19"

In a recent blog post from Dealer eProcess, they brought up some important marketing strategies for auto dealerships to prevent loss of market share during this COVID-19 pandemic. If you want to read their recommendations, click here.

Let’s take a closer look at three of these strategies and services that can fill those needs.

1) Drive Business to Your Service Department

In many locations, service departments continue to run as essential services. Why not adjust part of your digital marketing budget to focus on this critical aspect of your business? As mentioned in my last post, digital marketing ROI is much higher for service inventory items than it is for car sales inventory.

Our recommended Fixed Ops Marketing program enables you to dominate service, parts, tires, and collision in your local market. Improve your service department's presence on Google and dominate OEM recalls. Enable digital wallet use and service page menus to allow your customers easier access to your valuable services. Get Fixed Ops Marketing with tangible metrics that are actually related to your ROI.

2) Help Shoppers Know What and How to Buy

When you follow up on a lead right now, how effective is your virtual showroom? Is your system setup to effectively help your online shoppers know what and how to buy the car they are interested in?

A Think with Google article, from January 2020, shared the following insights from a study they conducted regarding experiences that online shopper value.

  • Save them time, creating seamless experiences that make it easy to engage and buy. 80% of global shoppers say getting it done as quickly as possible is important to them when deciding which brand or retailer to buy from.

  • Surface the right product or service assortment, without making them dig for it. 62% of global shoppers say receiving recommendations is important to them when deciding which brand or retailer to buy from.

The E-Quote service that we recommend enables your sales team to help shoppers know what and how to buy. Provide valuable feedback in less than a minute with payment options (including leasing), vehicle information, walk-around videos (if using LESA video service), and more.

An important part of any successful negotiation is to be able to see how the other side is responding to your offer. E-Quotes enables you to not only share information, but also to see what shoppers are doing with that information in real-time. This enables you to follow up with the what and how at exactly the right time. Visit our website to schedule a demo.

3) The Right Landing Page Content

Google considers anyone shopping for cars on their search engine to be first and foremost, a Google customer. Think of Google as the protective parent of the person you are about to invite to the school dance. Google wants to know “Are you going to give my customer a quality experience?” So how do you get Google to send customers your way?

You need OEM quality pages with content that is relevant and valuable to car shoppers. Our recommended Premium Marketing Pages service does exactly that. Premium Marketing Pages deliver OEM quality content on YOUR website. With better content comes lower cost-per-click results, which means a better ROI. As an added bonus, you don’t have to share the leads like you do with OEM sites. Learn more about how this exclusive service can be yours.

The Conclusion

The marketing tools you use to help your dealership should enable you to adapt not only to the situation we find ourselves in today, but they should continue to work after the crisis is over. They should integrate with your normal sales operations and continue to produce results as the sales landscape evolves.

Dealer eProcess brought out a good point in their post. Just because people can’t get to your dealership doesn’t mean the demand has completely gone away. An important question to ask is, as people get back to work and back to their day to day lives, will you have the market share to gain their business?

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