Tips & Trends Presented by Pinckney Automotive

Automotive Marketing Done Right

7

Presented by Pinckney Automotive

A typical car shopper visits on average 20 – 24 sites BEFORE they get to your dealership website

Know Thy Referrers 1

1: Know Thy Referrers

Knowing where your site visitors are coming from gives you an opportunity to target those sites with high visibility advertising and build backlinks.

Presented by Pinckney Automotive 1: Know Thy Referrers

Did you know that consumers engage with a dealership at Least 7 times

before coming in to purchase?

Presented by Pinckney Automotive 1: Know Thy Referrers

Presented by Pinckney Automotive 2: (Video) Content is King

(Video) Content is King 2 Couple that with this stat:

9 in 10 auto purchasers visit YouTube.com before coming to a dealership.

It means that if you’re not producing videos

and being present on YouTube, you may want to reevaluate your marketing strategy...

Presented by Pinckney Automotive 2: (Video) Content is King

It’s more than just making videos for video sake:

• 80% of millennials said video introduced them to the brand • 1 in 4 buyers watch at least 1 hour of video

Presented by Pinckney Automotive 2: (Video) Content is King

Create content for different buyers

The videos that appeal to a 50 year old may not appeal to a 25 year old. Someone who watches a 2 minute

video may not want to watch a 30 minute video.

Presented by Pinckney Automotive 3: Think Outside of the TV

Think Outside of the TV 3 77% of people are using a device while watching TV:

Smartphone | Tablet | Laptop

Presented by Pinckney Automotive 3: Think Outside of the TV

Questions to ask your Web Developer: Is your website responsive?

If not do you have a mobile and tablet friendly version of your site?

Questions to ask your Marketing Manager or CMO: •  Does your advertising target people on different devices? •  Are you currently taking advantage of the ability to target people

based on location, demographics, interests, etc.?

Presented by Pinckney Automotive 3: Think Outside of the TV

Be honest, do you send your entire database the same content in an email?

Presented by Pinckney Automotive 4: Maximize Email

Maximize Email 4 60% of all marketing that a

dealership does is not relevant to the consumer.

The result: 50% of customers disengaging if you fail to provide that relevant

content.

Presented by Pinckney Automotive 4: Maximize Email

Segment Your Audience: By sending targeted emails your dealership

can see a 28% lift in conversion rates.

Presented by Pinckney Automotive 4: Maximize Email

It’s More Than Words and Images

A dealership will receive 2 - 3 times higher click

through rate by adding video to their email blast

campaign.

Presented by Pinckney Automotive 5: Nurture Your Prospects

72% of auto shoppers are open to influence prior to a purchasing decision Couple this with the earlier stat that customers engage 7 times with a dealership, this gives you plenty of opportunities to provide relevant and valuable information that may convert into a sale.

Nurture Your Prospects 5

Presented by Pinckney Automotive 5: Nurture Your Prospects

79% of Marketing Leads Never Convert to Sales

Some folks aren’t ready to by the minute they come to your site, but just because they

aren’t low hanging fruit doesn’t mean you should abandon them.

Using automation send touch emails, newsletters, specials and other offers to try to keep yourself at the front of their minds when they are ready.

Presented by Pinckney Automotive 6: Be an Expert Closer

A typical car shopper visits between 1.2 - 1.4 dealerships In other words: If they come to your dealership they are buyers. Make sure that your sales team is trained in funneling customers towards the decision of purchasing.

Be An Expert Closer 6

Presented by Pinckney Automotive 7: The Value of a Return Customer

People are hanging onto new vehicles for over 6 years and their used vehicles for 4.2. Your relationship doesn’t end and restart 4.2 – 6 years later though!

The Value of a Return Customer 7

52% of customers say that ongoing communication from the dealership after purchase has a direct influence on the purchase of their next vehicle. All it takes it keeping in touch with your buyers to create a lifelong customer that will always buy from you and even influence their friends and families to buy from you. The only thing better than a customer is a customer who becomes your dealership’s cheerleader.

Presented by Pinckney Automotive 7: The Value of a Return Customer

Trends & Tips 1.  Dig into your referral traffic

2.  Leverage the power of video

3.  Ensure that your digital strategy is aligned for all devices

4.  Maximize email conversion with segmentation and multimedia

5.  Nurture leads who may not be ready to buy

6.  Become an expert at closing the sale

7.  Make buyers into lifelong customers

Presented by Pinckney Automotive

Questions? Ready to see results and implement these tips and trends? Let Pinckney Automotive help you! See how we’ve helped

other dealerships, dealer groups and OEMs:

Download one of our FREE case studies