Automotive marketing doesn’t have to be a drag. Here are a few tips to ensure your automotive ad strategies are driving sales and conversions.
In the rapidly evolving automotive retail landscape, digital innovation is transforming how dealerships connect with consumers. From hyper-personalized Vehicle Identification Number (VIN)-specific advertising to data-driven omnichannel strategies, the modern dealership must adapt to meet the expectations of today’s online car shoppers.
Here are some tips and things to consider if you wanna step up your automotive marketing game.
Expand your customer base
Whether you’re an auto dealership geared towards luxury brands, secondhand vehicles, first-time auto buyers, car repair and detailing services, and more, don’t just limit yourself to customer segments that you’d normally cater to. Consider expanding your customer base and reaching out to markets you may haven’t tapped into yet.
Some audiences and strategies to consider include:
- VIN-level advertising: VIN-specific advertising is a strategic form of audience targeting through the Vehicle Identification Number (VIN). You can use a mix of marketing strategies – from display ads and paid search to Meta and CTV – to target shoppers actively researching specific vehicles. By matching VIN-specific ads to in-market consumers searching for particular details (such as make, model, year, and features), dealerships can provide the exact content shoppers are looking for.
- Target new movers: On average, new movers spend over $8,000 in their first year, with vehicles and auto services ranking among their top priorities. Many even search for dealerships before relocating. To capture this high-intent audience, dealerships should run personalized, timely campaigns throughout the moving journey. Connect early while they’re actively seeking new services. Welcome them with info on local driving conditions, vehicle options, and service tips. Provide special deals or discounts for new residents.
- Customize your outreach: Break down your audience based on potential buyers (luxury vs. budget-conscious, new vs. used cars, personal vs. fleet customers), service clients (routine maintenance, performance upgrades, auto repair), digital behavior (social media usage, car research habits, preferred content types), and demographics (location, family size, income and budget)
- Offers and rewards: Target specific vehicle owners with tailored offers, service reminders, trade-in deals, or accessory promotions.
Invest in your digital marketing
Did you know that about 97% of people who are looking to purchase, repair, or customize their car start their purchase journey online? In fact, Google reports that over 95% of vehicle buyers use digital as a source of information. Moreover, twice as many start their research online versus visiting a dealer.
It’s imperative for dealerships to adopt a multifaceted digital marketing approach. Some key strategies include:
- Data-Driven Marketing: Utilize detailed vehicle and customer data to create targeted campaigns that address specific consumer needs and preferences.
- Search Engine Optimization (SEO): Optimize website content to improve visibility in search engine results, thereby attracting more organic traffic.
- Social Media Engagement: Maintain an active presence on platforms like Meta, Instagram, and TikTok to connect with potential buyers, share inventory updates, and showcase customer testimonials. Carousel ads showcase multiple vehicles or features in an interactive format, giving shoppers a deeper look at your offerings.
- Email Marketing: A targeted email campaign keeps your dealership top of mind and strengthens customer loyalty. Share updates on new inventory, promotions, and events to engage both past and potential buyers. Tailor emails by audience—new leads, service customers, past buyers, etc. Set up welcome emails, service reminders, birthday offers, and more to stay connected without constant manual effort.
- Video Marketing: Video marketing drives discovery – 40% of car shoppers find vehicles they hadn’t considered after watching videos. Its strong influence makes video a key part of any successful automotive digital strategy. Creating engaging video content, such as virtual tours and feature highlights, to provide an immersive experience for online shoppers.
- Customer Reviews and Testimonials: Car purchases tend to look at what others are saying online. Encourage satisfied customers to share their experiences online to build trust and credibility among prospective buyers.
- Local Search Marketing: Ensure the dealership appears in local search results by optimizing business listings and encouraging positive reviews. If you have multiple dealership locations, use geotargeting features to ensure potential buyers see ads relevant to their nearest location.
Harness the power of calls
According to Invoca, inbound phone calls are a valuable conversion for automotive marketers.
Compared to web leads, phone calls outperform across the board:
- Convert 30% faster and have a 28% higher retention rate than web leads.
- 84% of marketers say calls lead to higher conversion rates and larger purchases.
- 41% of businesses report a 25%+ increase in phone conversions in the past year—driven by higher purchase intent.
- 85% of marketers see calls as essential to a digital-first strategy, using call data to better understand and target customers.
That said, automotive marketers should invest more in improving their strategies towards phone calls in addition to their digital strategies, providing a more human and personalized level of customer experience.
Final thoughts
Incorporating a wide variety of digital marketing strategies enables car dealerships to effectively reach and engage today’s online car shoppers. By providing personalized, transparent, and accessible information, dealerships can build stronger customer relationships, streamline the sales process, and ultimately drive increased sales in the competitive automotive market.
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