5 Ways to Maximize Advertising in the Auto Industry

Michael Fanning

Michael Fanning About The Author

September 3, 2020 at 8:55 AM


When it comes to dealership advertising, it can be hard to come up with something compelling and fresh each time you run an ad. Especially because every dealership out there is advertising its services in the same way. As a result, it is not only hard to stand out amongst the competition, but consumers also begin to see the very similar  campaigns from dealership to dealership. However, these ads are still the most compelling way to reach your audience. In truth, customers will engage in over 900 digital interactions with a dealership before making a purchase. 

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That is why if you genuinely want to reach your audience and have your dealership make an impact, you need to set yourself apart from the rest of the dealers. And if you are looking for ideas that can boost your advertising game and help you stand out, this blog post is for you. 

1.  Optimize Your Website

The vast majority of your shoppers will use online resources to get the answers they want, so the first place you need to start to get a better online presence is your website. Almost 95% of motor vehicle buyers use digital as their source of information. Therefore, if you want to show up in searches, you need to make some vital changes to your site, starting with incorporating local keywords. 

Optimizing your website with effective keywords is critical if you want your target audience to find you online as they will help you rank better and make it more likely to be seen. Next, you will want to use keywords relating to what your dealership has to offer. These will help you reach not only the audience currently in the market to buy a vehicle, but also the ones who need your services. Finally, it is all about making your website user-friendly. That means mobile optimization, fast load times, effective navigation, and well-formatted content that is easy to digest. 

2.  Incorporate Customer Testimonials

One of the best ways to get people to do business with you is to provide positive reviews and customer testimonials. These testimonials are a significant source of credibility that can help you build an edge amongst your competition while also creating an emotional angle. Once you start incorporating regular customer testimonials into your ads, they can start getting you the results you want. 

Plus, integrating  testimonials is as easy as including them on your website, your social media platforms, or even using them in your dealership marketing. Potential customers love working with businesses that have positive reviews, and letting them know how you stand amongst their peers can be a game-changer for your company. 

3.  Consider Car Buying Trends

Trends generate buzz, boost sales, and bring in revenue. And car buying trends are no exception. It is essential to understand that advertising with this in mind can be beneficial. However, before you start promoting  random cars that you think are "in" right now, you need to stop and do some research. Consider important facts like what car model is popular at this time? When do new models come out? This information can help you really zero in on what you need to advertise and at what time.

4.  Put Effort into The Off-Seasons

The automotive industry is known for its definite season trends. With peak buying time occurring in the fall and spring, and lowest sales occurring in January through the beginning of March. This is mainly because cold weather makes car buyers less motivated to buy, and the warmer weather and tax refunds help spur consumer spending in the spring. In fact, during these peak seasons, cars' average sale prices can even increase by 10% to 15%

However, if you want to make these "seasons" work for your business, it is important to ramp up advertising throughout the year. By branding yourself and building a connection with potential consumers, you can help boost auto sales during peak times and even during those slower months. In short, you’ll be top of mind when they are ready to buy. 

5.  Provide Unique Offers

Now more than ever, it is vital for automobile companies to provide their consumers with unique offers. According to U.S. based search interest on Google, the question of "is it a good time to buy a car" spiked during the quarantine, growing nine times more in the first four months of 2020. What does this mean for your dealership? Car buyers are looking for deals, and if you can offer favorable terms, you can get these sales. 

One key aspect to remember is that all consumers want to feel like they are getting a good deal. So in order to get ahead, you need to figure out what makes your dealership stand out against your competitors, and what you can offer your shoppers that others cannot. For instance, consider incorporating tactics that are in high demand right now, such as online services and even home delivery. When you decide to include what people want, you can not only end up with more sales but also with loyal customers that will stay with you for years to come. 

Align Your Content with Consumer Sentiment 

Customers appreciate special financing options or unique buying opportunities that make it easier for them to purchase their automobiles. However, there has also been a massive shift in how buyers are looking at companies to relate to them, especially during these challenging times. As a result, many auto companies have seen a great response from pivoting their marketing campaigns to stay connected with their audience through uplifting and meaningful messaging.

The bottom line is if you want to reach your target customer, and get the sales you want, then you need to stay ahead of your competition. And maximizing your advertising methods is crucial to getting this job done. However, if you need some help with these tactics, consider working with a trusted media partner. They can help you navigate this crowded marketplace and get you the results you want and the higher ROI you expect.

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