For most consumers, cars are something purchased regularly. Most individuals only buy a new vehicle when their old one begins to show signs of wear and tear, and that can be more than a decade apart in many instances. This implies that car dealerships, unlike many industries, do not have the luxury of relying on repeat customers to keep their companies successful. They need to generate a constant supply of qualified, fresh leads instead.
Let us straightaway dive into the 4 auto sales leads strategies that will keep the flow of lead generation up and running –
Your potential customers need to be able to find the website of your dealership to generate leads online. Search engine optimization, or SEO, is the best way to make this happen.
Potential car buyers often start exploring their choices by typing words such as “car dealership in [your town]” into search engines such as Google. Such searches may also include specific brands and models, as well as other words such as “new” or “used,” and are referred to as long-tail keywords.
You need to show up in the SERP if you want to reach these buyers. You can identify the words and phrases they are looking for with an SEO strategy and integrate them into your website to show search engines that your pages are relevant. The easier your site is to find on search engines, the more it will attract visitors. And SEO is essential to online success, considering that many of these visitors are your potential clients.
Many car buyers begin their searches online, as we mentioned above. But they will often start with more general questions if they don’t already have a particular make or model in mind. A great way to bring potential clients to your site is to create pages and blog posts that answer these questions. This approach is called content marketing and goes hand-in-hand with your SEO strategy.
They will have the chance to visit your website if car buyers search for this information and see your page as a result. These will be visitors in many instances that otherwise would not have found your dealership. They will make a great first impression on your visitors, as long as your pages are well-written and informative. Your pages will also show prospective customers that you are a valuable search resource, which is always benefit for a car dealer.
Visitors to your site are potential clients, however, before you can close a sale, you need to turn them into customers.
There are a few ways you can convert leads, but for starters, a contact form would be the most common place to start. Most likely, your site already has one that asks for the names of visitors, email addresses, and “additional information,” and new leads are the people who fill it out.
You can follow up with your visitors with this information, help them learn more about their options, and move them closer to making a purchase.
The goal is to enhance your site with conversion rate optimization, or CRO, to get as many qualified visitors as possible from this form.
By testing various versions of your calls to action, visuals, sales, promotions, and virtually any other element on your site, you can achieve it. You increase the chances that each of your visitors will become a lead when you identify changes that produce higher conversion rates and quickly implement them on your site.
Not all of your visitors will be prepared to contact you immediately, and that’s all right. But they will provide their email addresses in many instances, and sign up for a newsletter.
You should add one as soon as possible if you don’t already have an email signup form on your site. Throughout the purchasing process, email marketing is a great way to keep in touch with potential customers and remain on their minds (and in their inboxes).
You can send regular newsletters to your subscribers once you have created an email list. These should be informative and include information that helps potential customers learn more about finding and buying the right car. If you think your potential clients would be interested, they can also include news or updates about your dealership.
However, when you write these newsletters, it is essential to bear in mind that they should not be overly promotional. After all, your objective is not to make a sale directly from an email, it is to show car buyers that you are a useful information source.
You can also use automated emails in addition to your newsletters to follow up with leads in a more personalized way. You can set up campaigns, such as visiting a page or downloading a guide, that trigger particular emails based on on-site actions.
Such emails should include information that relates directly to the activity that initiates them.
For example, if a guide about buying a car that is good for kids is downloaded by one of your site visitors, you could send an email with links to a few specific models they may be interested in.
The more relevant a potential customer is to your emails, the more likely they will be to respond and want to discover more.
In any sector, steady lead generation is a challenge, and car dealerships are no exception. But APPLE AUTO LEADS has years of experience in producing successful strategies for lead generation. To talk to a strategist about how our team can help you attract and convert the leads you need to grow your business, contact us today.