Well, here we are. 2021 has finally rolled around and to say we aren’t anywhere where we thought we would be is an understatement. Who would have guessed we would have more COVID cases than ever before, inventory would still be low, and so much would still be unknown? Well, if we did suspect it we hoped for the best anyway. There are some positives so far though: vaccines, new ways of working and getting things done that curtail the need to shut completely down, and car sales are still doing very well.
I hate to write a blog about “What to Expect in 2021” and tell you to just expect anything, but that’s where we are! I have, however, compiled a few pointers that should help you prepare for the anything.
When you can get it, get it. I think it’s safe to say most of the rules of ordering inventory are out the window at this point. It’s basically get what you can get when you can get it. With this comes the fact that this could mean different sales training for your staff or even different advertising. Maybe your team typically knocks if out of the park with SUVs, but now you have an influx of sedans. That could require a sales switch. Is all your advertising geared towards what you typically do well? The same goes for here. It’s a good idea to sit down with your automotive digital marketing agency and review your strategy for 2021. I’ll talk a little bit more about that later.
Most of our clients across the country have certainly come on board to digital retailing over the past year. For some, it’s still a little bit of a transition and maybe your staff or your website weren’t quite ready to handle that. If you haven’t signed on for an automotive digital retailing tool, now is the time. You don’t want to be caught off guard in the event you have to shut your doors for a period of time in 2021. Your sales team and BDC team can work very well remotely using a digital retailing tool, chat feature and emailing and texting customers. Don’t skip a beat if it happens again – get started on this right away!
While not TOO much has changed in the auto advertising world, there are a few new things to keep in mind. People are online more than ever. They are on social media more than ever before. Are you set up with an aggressive paid search campaign? If you thought social media advertising didn’t work in the past, have you reconsidered? Social Media Lead Ads have been one of the highest sources of leads for our clients over the past 10 months. If you haven’t done so already, it’s definitely time to sit down with you automotive marketing partner and discuss your 2021 strategy, creative, and budgets.
Keep the Customers Safe
If you put certain protocols in place like disinfected delivery, mandatory masks, daily sanitizing, etc.; now is not the time to let that fall to the wayside. Keep it up, and let your customers know you are doing everything you can to keep their purchase and experience safe and healthy.
Our dealerships who have remained dominant with advertising, have utilized digital retailing tools, and who have reached out to the community have certainly benefitted with a positive response in both reputation and sales. If you aren’t sure of the direction your dealership should be taking feel free to reach out for a consultation. We are happy to review your current website and advertising status and help you get to where you need to be for a successful 2021!
Christine has spent the last 13 years strategizing, executing, and optimizing digital campaigns. She is certified in a variety of digital tactics including SEO, SEM, Social Media, Display Advertising, Email Marketing and Mobile Advertising and has been published several times on PRDaily.com. She has hosted digital trainings, been a guest lecturer for Graduate classes, and has spoken at the Digital Dealer conference. Outside of the office, Christine is a roller derby coach and also teaches Digital Marketing at William Paterson University.
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