Your Automotive Marketing Specialists

  • Call us toll free! 877-958-4524

Your Automotive Marketing Specialists

  • Call us toll free! 877-958-4524
Digital to Dealer Direct

Category Archives: SPECIALIST CTA

Trust & Today’s Car Shopper

4 min read

How do you drive business to your dealership and build brand loyalty? Trust.

There are ways that dealerships can build trust with the modern car buyer to enhance their reputation. Unfortunately, car salesmen don’t have a great reputation.  A 2020 Gallup Poll found that only 7% of consumers trust car salespeople. By understanding what car buyers want and using technology to your advantage, you can give customers control of the buying process and build trust.

Give the customer control. Car shoppers want to do their research first and then come into the dealership to complete the car-buying process. It is important that your website is easy to navigate and offers information that customers are looking for. Create an atmosphere of transparency and trust on your website to boost confidence in the car buying process. Make sure your website contains all your inventory and current specials. Provide information that the customer wants like pricing, availability, delivery timelines, and additional fees. Customers can price compare as they shop and read reviews up until they make a purchase to gain reassurance that they are working with the best dealerships for their needs. Make sure your information is easy to find and that it is easy to contact your dealership to set up a visit.

Offer Expertise. When a customer comes into your shop after completing their research online, offer additional education about the information they need to know when purchasing a vehicle from your dealership. Customers most likely will have done their research before coming into your shop and will be able to ask informed questions as a result.  Your salespeople should be able to present additional information to fill in the gaps in the knowledge of their customers.  Salespeople can foster trust and add value to the car buying process by offering their expertise on the product that the consumer wouldn’t get shopping online alone. Successful salespeople not only offer transparent information upfront, but they are also experts on their products and add value to the car buying process. Salespeople can build trust by offering additional information on the vehicle’s safety, maintenance, and other facts.

Be Transparent. Make sure that the additional information the consumer is receiving at the dealership matches up with the information that they found online and that your salespeople are transparent when offering details, so there are no surprises. Consider how easy it is for customers to navigate working with your business.  Through transparent information on pricing, vehicle history, and safety, shoppers are armed with the information that they need to feel comfortable moving forward in the process with your dealership. When you give the customer the ability to shop online first, they are armed with information for when they meet your salesperson. Customers that feel they have control of their buying experience have a greater rate of satisfaction with the result.

Highlight your positive reputation. Solicit feedback as part of the car buying process, so that your customers can build your reputation for you. Reviews from other people on products and services have become very important to would-be customers. 90% of consumers read online reviews before visiting a business, and almost the same percentage trust these reviews the way they trust personal recommendations. More than half of shoppers say that the most important factor when choosing a dealership is the dealer’s reputation.  Most shoppers today will read and trust third-party opinions of a business and make an overall assessment based on what they read. If most of the reviews are good, then the customer has a sense that they can trust the dealership with their business.  There will always be disgruntled customers, but people can usually discern if this is the case with a poor review based on how the review is written or how the company responds to the review. Make sure to respond to reviews in a timely manner and stay ahead of your competition. People will often make a judgment about your business based on your reviews, so it is important to properly manage your reputation.  Highlight your positive reviews, as this feedback from a third party, will make customers feel more comfortable entrusting you with their business. 74% of people always use ratings and reviews to inform their decisions when shopping generally. This number is even higher among millennials (ages 25-39) at 80%.  Your reputation is of utmost importance and requires regular attention. This is something that your staff should actively work to maintain or improve.

Use Technology to your advantage.  Use digital experience tools to guide customers through the sales process by offering customers the ability to purchase a car from your website. More than three-quarters (76%) of car-buying customers are willing to consider a complete online purchase process.  Allow for open communication and provide a shopping experience with a mix of digital and in-person.  You can also utilize targeted marketing campaigns to follow up with interested customers so that you can reach your intended audience when they’re ready to make a purchase and build brand loyalty.

Digital to Dealer Direct offers reputation management, website management, and targeted marketing. Contact us today for more information! 

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Digital Dealer Vegas 2022 Recap

3 min read

Digital Dealer Vegas 2022 was hands down one of the most session intense Digital Dealer’s I’ve attended! The expo hall seemed quiet when the sessions were running, and people were getting turned away at the door because the sessions were full! I don’t know about you, but I’ve never experienced that before! When thinking about why this was happening, I had a few thoughts I will share with you as I recap some key takeaways form the conference.

 

Social Is Going to a Whole New Level

One reason I think dealership personnel flocked to the sessions was to learn more about social media. One thing Covid taught us is that social media marketing is far from dead. In fact, it’s going to a whole new level. From Pinterest to TikTok to video ads, it’s all about being connected and being where your consumer is – which may in fact be Pinterest! Did you know that according to the statistics put out by Pinterest, 47% of all Pinterest users are 18+ and in market to buy a vehicle?


Here are a few other great social media stats we picked up:
 -Average user spends 2.5 hours on social media per day
 – 87% of Pinners are interested in connecting with local businesses
 – 75% of all moms in the US are on Pinterest
 
Analytics are Changing in a Big Way

It’s likely not news to you that Google Analytics is making a big change and in July 2023 the Google Analytics we know and have come to love and hate will be no longer! GA4 will be the new analytics and with that comes some major data changes. The main difference is that Google Analytics as it is now (Universal Analytics, or UA) is cookie based and GA4 will be based on user’s signals. Another way to look at it is that UA is session based – a user comes to website and tracks as a session and a cookie is placed on the user. GA4 will be event based – the user will trigger buying or conversion signals based on what they go to and what they do. GA4 will also be full cross-device capable meaning you can get signals from that user on their phone, desktop or tablet.

One other piece of this is, of course, the dreaded death of the cookie. Third party cookies will no longer work and for some this is a very scary move. If you’re unsure of how to use, track or set up the event base model of GA4 this could be a tough one for you. Google Chrome is also set to completely stop all cookies in 2024.

For the data nerds like myself, GA4 is pretty exciting. While the platform itself will take a little bit of getting used to as a totally different user experience than UA, the enhanced conversion tracking, signal attribution and server to server conversion set up could lead to an even better tracking model.

There is a lot to learn here, and I am not surprised that people were anxious to get all the information they could out of the conference! If you have an automotive digital marketing agency, they should be fully knowledgeable on the GA4 integration and should already be setting it up for you!

If you’d like to speak to one of our digital experts to make sure you’re ready to go when July rolls around (inevitably all too soon,) give us a call today at 877-958-4524 or contact us online.

Cover photo courtesy of DigitalDealer.com

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Understanding Target Audiences

3 min read

DigitalMarketing.org defines a target audience as “a group of people defined based on their common characteristics such as demographics and behaviors.” Understanding and marketing towards that target audience needs to be a strategic and well-thought-out process. At Digital to Dealer Direct, we are here to help you discover and build your target audience, serve them eye-catching ad creatives, and turn them into customers.

Audience Segments

The term target audience is all-encompassing and needs to be broken down to better understand. One audience segment is demographics, which includes categories like age, gender, and geographic location. The second segment is based on consumer behavior and life events, including marital status, income, and interest in purchasing a vehicle. Based on users’ activities online, we can serve informative and relevant ads to potential customers.

Audience targeting capabilities are dependent on the advertising platform and user experience. For example, LinkedIn segments its audience based on professional traits, including job title, company name, and years of experience. Facebook, on the other hand, focuses more on interests and life events. Both are quality platforms to run advertisements; however, understanding whom you are trying to serve your ads to will ultimately allow you to decide where to spend your advertising dollars.

First Party Data

In addition to customized target audiences, there are a variety of other ways to reach your ideal customer. Uploading an owned customer list of names and contact information can help you target your current customers online. By adding your current customers, and similar audiences to your current customers, you can target those who will be more likely to engage with the advertising content presented.

Retargeting is another option that can be fairly inexpensive. Retargeting involves using first-party data by serving ads to users who have already visited your site in a given period of time. Unlike customer lists, advertisers do not obtain names and contact information of repeat users to the website, as that information is managed in the back end of Google’s products. Rather, retargeting can provide additional incentives or a strong hook to entice these customers back to your website and could lead to additional sales. After a form submission, contact to a dealership, or sale, these customers can become part of your customer list and be targeted for future deals.

Campaign Goal

As an automotive digital marketing agency, we are dedicated to achieving our client’s goals. The goals of your campaign will directly influence the audience you choose to target. New and used car campaigns will target different groups of people in the market for their next vehicle. As a specific example, imagine you are a young adult or parent of a young adult getting their license. Affording a new vehicle may not be feasible, so creating a campaign with the goal of advertising inventory under a certain price point would be useful. In this situation, a target audience could include young adults, college-aged students, parents of young adults, specified incomes, and those in the market for a used vehicle.

Campaign success is ultimately led by a well-optimized target audience. Learning about which audience segments fit your goals and then retargeting to those customers who reach your site will lead you towards reaching your campaign goal. With assistance in better understanding your target audience, speak with one of our digital strategists by contacting us today!

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Targeting Service Customers

6 min read

Do you want to increase visits to your service shop? Do you want to sell more cars and increase foot traffic to the sales floor?

A good way to increase visits to your store is to educate the consumer.  Imagine that the young professional that just bought their first new car doesn’t know that regularly scheduled maintenance will keep their car running safely and efficiently. Encourage your customers to service and inspect their car at factory-recommended intervals by educating them that ignoring regular maintenance can lead to damage to the car and additional repairs over time. Taking proper care of their car will not only enhance performance and safety but also extend the life of the car and improve its resale value.

Selling a car is just the first step in acquiring a customer for life. Most people might not know that regular car maintenance saves money in the long run.

Before the service visit: educate with a mail campaign

Make sure your customers know the importance of scheduled maintenance to keep their vehicle running safely and efficiently. Remind them of scheduled maintenance and offer incentives on common repairs. Getting reminders in the mail will encourage customers to call your shop to schedule their car maintenance. Add a coupon for service to increase the rate of response. You can do this through regular mail or email. Digital to Dealer Direct offers conventional media and email campaigns to help you with this.

    • Reach out to let them know their car is due for scheduled maintenance and when they need to complete this by. It takes the guesswork out for your customer and provides them with the service needed and the number to contact to schedule it. For instance, you can reach out to the customer that just bought their first new car to let them know it is due for its 10,000-mile service visit. Tell them what work needs to be done (scheduled maintenance), why (their car has reached 10,000 miles), and how (call their service department today to schedule at the number provided). You can also offer a bonus in the form of a 10% discount on the service; another incentive for your customer to call your service department, instead of the other car shop down the street. Let them know why it’s important to have factory-trained technicians working on their car.

    • Reach out to your customers with a mailer that offers a discount for their upcoming service. This makes it easier for the customer to put this on their already busy schedule and gives them an incentive to call YOUR shop since you’re offering savings. Everyone is busy and you want to make it easy for them to take care of their car. If you’re proactive in reaching out, they can schedule their visit at a time that is convenient for them and avoid breaking down on the road. Once your customer builds a relationship with your service department, you’re likely to have a customer for life or at least the life of their car.  And when they’re ready for a new car, they already have a dealer that they know and trust because they’ve had such a good experience with your shop every time.

    • Stress the importance of keeping up with suggested Maintenance by providing a schedule. You can customize the schedule based on the individual or have a list of customers based on the car model and the recommended schedule for that model. Some common service visits that you can offer discounts on are Brakes, Oil Changes, Wiper Blade replacement, & Tire rotation and alignment.

      • Oil Change & Filter: 3,000-5,000 miles

      • Tire Rotation: 10,000 miles

      • Air Filter (check): 15,000 miles

      • Cabin Air Filter: 15,000 miles

      • Brake Fluid Flush: 30,000 miles

      • Transmission Service: 30,000 miles

      • Belt & Hose (check): 50,000 miles

      • Power Steering Flush: 50,000 miles

      • Cooling System Flush: 60,000 miles

      • Tune-Up: 60,000 miles

      • Timing Belt: 100,000 miles

Ensuring a good experience: send a short video

In addition to educating your customers about the services needed to get them into the shop, make sure that they know what will be done to their vehicle, common issues, and what to expect after the visit. For instance, you can send a short video on how an oil change is completed and let them know that they will need to check their oil levels after a week or so, as the new oil gets into the engine and filter, especially if they have a turbo engine. It’s critical that your customers know what to expect from the service visit, so that when they go to check their oil a month later and they’re low, they know it’s not the service department’s fault, but that this is to be expected. Otherwise, you risk getting a negative review for exceptional service. Get ahead of this by educating the consumer; they’ll appreciate the effort you made to make sure their car is taken care of, and they’ll learn something in the process. This is just one example of a short video you can send to your customers to watch while their vehicle is being serviced. Informing the customer will go a long way in ensuring a positive relationship for both the service team and the customer.

You can also let them know about what other common services might be needed to keep their car running safely and efficiently before they are needed, so they know what to look out for. Digital to Dealer Direct also offers video production!

During the service visit: convert service customers into new car customers through trade-ins

Don’t waste an opportunity to have a conversation with your customers while they are there for a service visit. Offer a free appraisal on their car and talk to them about what car they are interested in while they wait for their car to be serviced. Maybe they are not currently in the market for a new vehicle, but through conversation, you discover that their car isn’t meeting their needs. If this is the case, then you can be the expert and inform the customer on how they can best meet their needs. They haven’t done any research yet, so you are the authority on the matter. Maybe you even have some vehicles in stock that they can take home today! As the salesman, introduce yourself to the customer during a service visit as the vehicle exchange coordinator. This allows you to remain non-threatening, as you’re not there to sell them a car, but rather to better understand their needs and offer an exchange for their current vehicle that isn’t meeting those needs. You can start the conversation by asking how they’ve serviced their car, if this was the car that they really wanted, and if it’s meeting their needs.

After a certain amount of time, the young professional that bought their first car from you and serviced it on a regular basis (thanks to your service shop reaching out to remind them of scheduled maintenance), will want to look for an updated vehicle. Maybe their needs have changed, and they’ve considered a different model, but haven’t actively shopped yet and they just brought their car in for service after 100,000+ miles. Once you provide the estimate, they may prefer to spend money on a new minivan or SUV to fit their growing family or hobbies, rather than on servicing their existing car. Don’t miss an opportunity to turn a service customer into a repeat customer through trade-in offers and buy-back incentives. When it’s time to replace their vehicle, they already have a dealership that they know and trust if you’ve been maintaining the relationship.

Thank them after their visit. Are you reaching out to your customers after the service visit to thank them for entrusting their car to your shop? What information are you providing after the service visit?

Follow up with your customers after the visit to let them know that you appreciate their business. Thank them for bringing their car in. If they have a car that someone has been on the hunt for, you can let them know that someone is interested in their car. This is the perfect segway to letting them know about your trade-in and buy-back incentives. If they didn’t opt to complete all the recommended services, maybe they would rather put their money towards a new car instead of their existing car. If you didn’t already reach out to them during their visit, offer a free appraisal from your vehicle exchange coordinator.

You can also check in with them to make sure that they are happy with the service provided and ask them to provide feedback through a review of your business on social media. You can offer future incentives to customers that refer a friend or post a complimentary review. In service industries, trust is paramount and if they trust you with their car and safety, then chances are that their network of friends and colleagues will also entrust their business to your shop. Digital to Dealer Direct also offers social media and reputation management to help grow your business.

Contact us to learn more about how you can implement these marketing strategies and more!

Whether you’d like to create videos to explain common services needed or send mail and email campaigns to bring customers in the door, Digital to Dealer Direct has it all!  We can even tell you how effective your campaigns are so that you can adjust your strategy accordingly. What are you waiting for? There are people searching for a car right now – are your ads reaching them?

Contact us to learn more!

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Marketing a “Family Vehicle”

4 min read

A prospective buyer walks into your dealership with 3 kids in tow and you can tell right away they need a good family car.  In the past, you might’ve sold a car based on the “fun factors” or special features. When it comes to selling and how to market a family car the selling points may be very different. The average family is likely looking for the following features:

– Lots of interior room and cargo space

– Cost-effectiveness

– Long-term reliability

– Practicality and fuel efficiency

– Great safety rating

Below are some tips for your sales team when selling a family vehicle.

When selling to a family one of the most important features may be the trunk space. With strollers, soccer gear, or maybe even the family dog, you need to make sure to emphasize this feature. Buying an inexpensive stroller, or having a staff member donate a used one, to keep for demonstration purposes could go a long way when selling a family vehicle.

Family cars tend to be a bit on the pricier side with things like extra space and lots of convenience features. It is important to know the budget before showing a vehicle. Being knowledgeable about the APR offers and best leasing offers will be very important to make the sale.

The vast majority of vehicles in this market have good safety ratings and it shouldn’t be too challenging to find a car that will satisfy your buyer. It is important to know the rating of each model you have in your dealership and what makes each one stand out over the other or of a comparable competitor.

Now, even if you have all this knowledge and the vehicles in your inventory you still need to get these prospective families in the door! Showing scenarios such as these will surely hit home with many parents:

  • Crying babies in a bulky, rear-facing car seat
  • Siblings arguing back and forth
  • Angsty pre-teens — or teenagers — using the charging ports, multimedia interfaces, cup holders, and other comfort or technology features.
  • Some cookie crumbs and a mess of toys
  • A trunk stuffed to the brim with assorted gear including a massive stroller and a week’s worth of groceries

You want to relate to your customer, and these are probably real-life issues your buyer has to face on a daily basis. A great strategy is to market how your inventory could alleviate some of these struggles (at least within their mode of transport). Think of Subaru’s commercials with the family of dogs driving in a car, who doesn’t love dogs? This advertisement really captures the buyer’s attention all the while showing off the vehicle features which are selling points to families. So how else can you do this at the dealership level without a national ad campaign?

1. You can have a car all suited up in your showroom with one or two child seats installed, instantly displaying to your customer how their life can fit in this vehicle. Also be sure to add in upgraded vehicle accessories (all sold in-house of course) such as easy-clean rubber floor mats, trunk organizers, or even a roof rack with extra storage capacity. By using this marketing method, you don’t need to rely on the customer using their imagination, and instead they can see the possibilities with their own eyes! Automotive marketing goes all the way to the showroom!

2. Be sure to point out all the numerous phone/device charging points, which could be highlighted by signage inside the vehicle making sure no one misses them.

3. Giveaways- who doesn’t love free stuff? With inflation through the roof, now more than ever people would appreciate the help of maybe a free tank of gas, or a week’s worth of groceries paid for. Sending out mailers promoting such giveaways will put your dealership right in the homes of the families looking or their next vehicle.

4. Are your customers bringing their kids to the showroom while car shopping? Going to the dealership has a reputation for taking a while and having entertainment for children could be a serious difference maker. Having something like Disney+ or toys/activities in your waiting area will make your dealership stand out against your competitors who are still offering stale coffee and news on the TV. In fact, having a distraction for your customer’s children can give you the extra time you need to close the deal and sit down to do paperwork. Advertising this on your websites homepage or sending out emails will help bring families in and give you a real edge.

5. Many salespeople aren’t given a chance to create an identity within the dealership – and this is a missed opportunity. Your buyer wants to feel connected to who they are purchasing a car from. If you maximize your social media presence and share small personal details about your employees, your buyer might feel more comfortable with who is helping them with this big purchase. Making sure your website Staff page is up to date is key. This helps put faces to names and allows the buyer to feel even more connected to your business.

If you sell a lot of family vehicles and want help marketing to this audience, D2D is the right place to start. As an automotive digital marketing agency, we know this audience inside and out. We can help you strategize, build creative and execute campaigns. Give us a call today at 877- 958- 4524 or contact us online!

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Customer Service Etiquette

3 min read

In any business that you’re in, good customer service is a key element when dealing with clients from start to finish. You want to exceed their expectations, build strong, long-lasting relationships, and give yourself an edge over the competition. By following a few simple tips, you and your team will be well on your way to success – and hopefully some good reviews!

Manners Matter

Have you ever called a company and got stuck talking to someone who seemed to be having a bad day? How did that make you feel after you were done talking to them? If you were already upset, it probably made it worse, and if you weren’t you probably were afterward. When you’re speaking to customers you want to be polite and make them feel like they matter. Their problem is your problem. If it’s a potential new customer, they are likely judging your dealership against others based on this initial interaction, so it’s important to make a good first impression. It seems simple but goes a long way when dealing with a customer. Even if you can’t solve their problem, at least they can say you tried and that it was a pleasant experience during the process.

Be Transparent

Customers want transparency. They want to feel like you have nothing to hide from them and that all the information they receive is accurate. Being truthful and accurate can help avoid confusion, set expectations, and gain their trust. This also includes sharing any useful knowledge you may have to help your customer. If you know of a discount they may qualify for, a better option for them, or even a suggestion for your customer, TELL THEM!  It won’t go unnoticed.

Speak Professionally

The world has become a bit more relaxed than ever before. It’s not uncommon to talk in slang or be a little less polished, however, when it comes to speaking to customers you should always remain professional. By remaining professional you sound more trustworthy and knowledgeable which will be important to your customer. You don’t need to use big words; it can be as simple as “How can I help you? Or “I can understand why you feel that way. Let me see what I can do to help.” Be sure to avoid using any obscenities or slang words.

Personalize It

Each customer you deal with, and their situation, is going to be different. Therefore, each conversation should be personalized. This takes the conversation from sounding robotic and rehearsed to an actual conversation. You can address them by their name (ask how they would like to be addressed before using someone’s first name), and specifically identify the problem or their needs. Connect with them on a personal level to deliver a unique and enjoyable experience.

Listen to Your Customers

You may be speaking and conversing with a customer but the key to good customer service is listening to what your customer is actually saying. Ensure they feel comfortable speaking with you and that they feel valued and heard. No one wants to feel like their problem is not important or that they’re just another customer. It’s important to make them feel like they matter at that moment in time.

These are just a few ways to ensure proper customer service etiquette. Every business, no matter the size, should have a proper customer service plan in place and be sure that it’s a top priority in their business. Understanding what is important to the customer and having a plan to ensure superior service in place will lead to more happy customers and more business. A win-win, for all!

With decades in the automotive business – both in dealership, and automotive digital marketing, the team at Digital to Dealer is here to help you every step of the way. Give us a call today at 877-958-4524 or contact us online for more tips and marketing!

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LABOR DAY ADVERTISING

3 min read

Labor Day is right around the corner, and this year it’s more important than ever before to take some time to think about how you’ll advertise your dealership for the holiday. In previous years it seemed simple. You’d get your lowest leases, and your marketing agency would come up with some great graphics to promote your low prices. As you know, things have certainly changed. The factories aren’t really offering programs, and if they were, you probably don’t have the car to sell. However, that doesn’t mean you can’t market your dealership to those looking to buy a car.

What’s the goal here?

The first step to defining any marketing strategy is to determine the goal. Without many new cars to sell, there are still so many ways to increase your dealership’s performance. Do you want to increase Ros in the service drive? Do you want to sell more used cars (who doesn’t)? Would you like to acquire more trade-ins to start the end of the year off with a bold inventory?

Choose a direction (or two) that will help you determine the next steps for your Labor Day advertising. Make sure your goal is realistic. If you currently sell 50 used cars per month, you’re probably not going to get up to 100 just by doing some holiday ads. Your holiday goal can be tied into a long-term goal though. For instance, if you want to sell 5 extra used cars in September and then 10 in October, and so on, this is a great way to use the holiday for a jump start to a great end of year.

Get your creative juices flowing!

Once you’ve established your goals, it’s time to get creative. As we mentioned, this is not the year for pushing low leases and buy-now pricing. You’ll have to try something new to get auto shoppers in your showroom. Service can be a great way to build up your dealership’s revenue and is often the last thing General Managers have time to focus on during the rush of the sales side.  Have your service manager come up with aggressive seasonal specials you can advertise. Search campaigns and social media can be very effective ways to advertise service specials. Ask your automotive digital marketing agency what they recommend in these spaces to fill your service drive!

Offering complimentary service with the purchase of a vehicle is a great incentive for someone to buy at your store whether new or used. Additionally, we all know gas prices are killing our wallets these days. Consider offering a gas card with purchase to help offset the money they will be spending to purchase. It’s also just a great way to set yourself apart from the competition.

Aggressive used car pricing is of course key to selling these vehicles. However, holidays are a great time to offer additional discounts, added value incentives and additional promotions.

For more in-house incentive ideas, especially to keep current customers coming back, check out our blog “Offering Rewards and Incentives.”

Don’t leave new cars in the dust…

As if they’d be around long enough to collect dust! BUT, if you have the new car inventory someone is looking for, you want to make sure you get it out in the market so people know you have it, so make sure you’re advertising in key digital areas like search, social, and email marketing. This doesn’t necessarily mean you have to spend a fortune in these areas, but make sure you have your bases covered. Talk to your automotive marketing company to make sure you’re where you should be.

Electric vehicles are so important not only to the environment but to cut down on shoppers’ gas costs. As these prices soar, people are looking for alternatives and electric vehicles are getting more attention than ever right now. Setting up a separate budget for advertising your EVs is crucial. You’ll want to advertise any electric inventory you have in all the major digital advertising spaces and highlight on your website! Our Account Coordinators can help you get your website up to speed with our website watchdog program.

Timing is everything.

It might only be August 1st, but we are just a few weeks away from Labor Day, and the time is now! Sit down with your managers and determine your goals so that you can get your marketing plan rolling for a successful Labor Day and September. Whatever you decide to focus on, Digital to Dealer Direct can help. If you need ideas, graphics, or campaign execution, our team is here to help with unmatched service and exceptional results. Contact us today!

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Offering Rewards and Incentives

3 min read

It’s no secret that in recent years, competing and surviving in the automotive industry has become, to say the least, increasingly challenging and complex. Customer loyalty and customer retention is the foundation for all dealership operations. To succeed in the automotive market, you need to emerge from the crowd, and make sure you don’t miss any opportunity to maximize the value of each and every customer.

Running incentive programs can help you do just that by boosting your sales and building a permanent and profitable relationship with your client.

There are many factors to take into consideration in order for a customer incentive program to be effective and successful:

    • Customers need to fully see the value of the product– How will it benefit them as well as help them save money. Gas savings, for instance, would be a huge benefit right now.
    • Appealing to the customers’ demands – Every client wants a brand that truly understands their desires and what is important to them.
    • Convenience and accessibility – A program that is easy to access and manage is music to one’s ears. Don’t make your customer jump through hoops to attain the offer – keep it simple.

While these factors must be considered, the major aspect is the reward itself! After all, the reward is what ultimately drives the customer to enroll in the incentive or loyalty program in the first place.

Popular Rewards Include:

    • Gift Cards and Gas Cards
    • Being a loyal customer should certainly give your customers instant accessibility to extra perks:
      • Offer a sweepstakes, raffle, or contest to loyal customers.
    • Cash Rewards
      • Many dealerships are finding ways to keep their customers satisfied by providing special financing deals, cash back offers, and cash allowances that would help many customers save money.
      • 0% financing with no interest rate as well as negotiable prices and credit approvals are a great way to do this.
    • Store Credits
      • Providing customers with perhaps free and/or discounted services such as: oil changes, car detailing, car parts and other merchandise.
    • Free or Discounted Upgrades
      • Whether the customer is weighing different trim packages for a vehicle they’re planning to buy or looking to add a little glamour to a vehicle they already own, remember to persuade them with exclusive offers and promotions.
    • Early or Exclusive Access to Sales
      • Dealerships can place their loyal customers on a special email/call list where selected individuals would be the first to know about the latest models and limited exclusive specials.
      • Additionally, you can provide customers with private or exclusive test drives to further attract them to check out other vehicles and offers.

Personalized Approach

    • Let’s face it, everyone likes to feel special and appreciated! A personalized message is the cherry on top! Keep in touch with your customers the way you would with your family and friends. Be mindful of preference, style, buying habits and needs. Every customer is unique in their own way and different customers will be drawn by different incentives and/or financial rewards.
    • Let’s get up close and personal! You should be communicating with your customers not only through marketing messages, but through personal avenues as well. For example: Wishing them a Happy Birthday or Happy Anniversary, sending out holiday cards and community event notices.

The Final Take

    • Loyalty and interaction are two important key factors in every relationship. Communication is essential to enhance connections. Reviews from customers, whether they are positive or negative, will ultimately open doors and create opportunities for businesses to improve their customer morale.
    • By keeping track of this data, dealerships would be able to target certain clientele and help assist them with their specific requests and needs. By providing this service, customers would be drawn towards a particular seller, which would allow for a more personal experience and hopefully lead to long-term relationships. As an automotive digital marketing agency, D2D can help you turn this information and reviews into more customers.

With more than 40 years of in-house dealership experience, D2D has you covered from A to Z. We have the tools, capabilities and expertise that will ensure your dealership prevails and rises above the competition.

What are you waiting for?…Contact us today!

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Targeting At-Home Car Shoppers

3 min read

A customer’s car search starts with online research before heading into the dealership. 80% of consumers start their search with a different manufacturer in mind than the brand they buy.  Many users are utilizing digital, and there’s a huge market for buying vehicles online. Anything is at your fingertips now with online shopping. Some of the top digital channels car shoppers visit to start their search are:

    • Dealership Websites
    • OEM Websites
    • Search Engine
    • Professional Vehicle Evaluation Review Sites
    • Customer Review Sites

Your dealership should be taking advantage of utilizing your presence online to generate more buyers!

Optimize Your Dealership Website

Your website is the home of your brand and the go-to for potential customers. It should have interactive features to keep a customer engaged. Having a user-friendly website with easy access to inventory, the search bar, scheduling, and a digital retailing tool is key. Having a digital retailing tool is very important because potential buyers can input their budget and see exactly what their payments will be. You also want to make sure that your dealership location and directions are accessible. Display your phone numbers and contact forms or information in a prominent location so customers can easily speak with you.

    • Is your website up to date with current promotions and specials?
    • Can a user easily find your inventory or use the search bar?
    • Do your form fills and contact information work correctly?
    • Is your service scheduler easy to use?
    • Is your contact information and location displayed on your homepage?
    • Have you set up a digital retailing tool like WebBuy on your dealership website?

Many customers are viewing your website on mobile. It is crucial to ensure that it is mobile optimized. When it comes to mobile users, there are more distractions. If your website and landing pages are not loading quick enough, you can potentially lose that visitor. A few questions to ask yourself:

    • Is everything working properly on mobile?
    • Can users find what they need at a quick speed?
    • Is your mobile website user-friendly with clear information?
    • Do the images on mobile load quick enough?
    • Can they call you directly from your mobile site or find you on maps?

Utilize SEO Strategies

The most important way for your website to bring in new customers is to optimize search engines. You want your dealership populating on the search engine results pages. Many users are clicking the first few results they see. When a dealership is running a proper SEO campaign, it drives better quality buyers to your website. There are a few factors that go into running a successful SEO campaign – a well-designed, user-friendly website, keyword research, and quality social media content and presence. Choosing keywords that have a high search volume but low competition will benefit your website traffic.

Use Data To Your Benefit

Tracking your online traffic is very important to know what is working online and what is not. Google Analytics is a very powerful tool to help analyze the data coming to your website. The main goals to start with are – Leads, Phone Calls, Chats and Texts. Reviewing the data and becoming familiar with it will help you decide what to invest into which will help your campaigns bring in better data.

Promote Your Customer Reviews

Reviews are extremely powerful when it comes to buyers making decisions. It can make or break your brand. Building up your reviews gives you that backbone of trust. It will help buyers feel more comfortable purchasing from you. There are many different websites that help track reviews:

    • Google Reviews
    • Yelp Reviews
    • Facebook Reviews
    • DealerRater.com
    • KBB.com
    • And more!

Having solid, trust-worthy reviews will benefit your dealership. You can also implement reviews straight to your website to have everything all in one spot.

Create Current Content and Use Video Marketing

Staying up to date with content on your website, blog, social media channels will help reach today’s digital users. You want to stay consistent with current promotions, vehicle launches, and any dealership events. Personalized ads can build a more personal relationship with a potential buyer as well.

Video marketing is a huge way to bring in buyers. Users are more likely to visit a dealership and search their inventory after watching a video used in an advertisement, or on social media. Utilize your social media channels by producing quality videos. Videos can be incorporated into Twitter, Facebook, Youtube, and Instagram. Content can include special deals going on during the month, vehicle walk-around videos, service department tips, and more. These videos don’t have to be long, just a minute to keep users engaged. Another way to really boost your video marketing is to reach buyers through Cable TV and OTT. This will get your video shown out to users who are in the market.

As an automotive digital marketing company, our primary goal is to drive quality, relevant shoppers to your website. The next and most important piece of that is setting up the website to convert to a shopper or buyer. For more information or help with your website, contact us today!

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Client Agency Relationship

2 min read

Relationships between clients and agencies are key because, without a good relationship, projects may not be done as well as they could be. Looking into what makes an ideal client-agency relationship relies on knowing each party involved and good communication. If the client doesn’t understand the agency, and vice versa, how would work ever become productive? With good communication skills and knowing the capabilities of each party, the projects will succeed.

Learning Each Party

Both the client and the agency should know each other’s expectations, what they are capable of and who to communicate with. Clients may request elements of a project that just won’t work – whether legally, physically or monetarily. This is where the account managers should explain to the client as to what the agency can do for them and how they can help! On the flip side, account managers should also be aware of the client’s needs and expectations, the typical “style” they like and the messages the client wants to convey to the public eye.

Communication

The chain of communication is important for both parties to stay organized, so the projects run smoothly. Account managers are key factors in this equation because they deal directly with the client as well as the internal members of the agency. Account managers need to understand the clients, their needs, their desires and what they like. Communication is a strong key factor in this because without communication there will be loss of information which leads to frustrations in both parties.

When a project comes in, agencies can talk about the timeline and the projection of the logistics about the project, first and foremost, with the client. Once the information has been taken about what the client is looking for, the account managers are going to communicate to the art department about what the projects is, the expectations and the timeline. If communication is effective, the art department can then act within that timeline to get the client the final project for approval.

There are times when a project is delivered that there will be changes; it’s to be expected. Changes could be a result of the client wanting to add additional information that was not previously discussed. Sometimes clients are visual people, and they need to see the finished result to see if their initial idea was indeed what they wanted. On the other hand, account managers should be able to effectively communicate with the client when the project they want is not the most effective. In this case, the account managers should offer suggestions on how to improve the project that would make it better.

Teamwork Makes the Dream Work!

When communication is spot on, both agency and client know what they are looking for and the projects will flourish. Agencies will gain a better relationship with the client and the client will be satisfied with what the agencies can do to help them. D2D has managed everything from video production and placement, email campaigns, conventional media and so much more. If you need help making sure your dealership stands out against your competition, contact us today!

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