Digital Marketing For the Automotive Industry
What makes Automotive Industry Unique?
For many North American consumers, car buying is one of the most expensive purchases in their life. With the popularity of online shopping, it has impacted the buying behaviour greatly.
Some of the key points for the automotive industry in digital marketing:
- Selling the lifestyle and benefit
- For a dealership to succeed, it is no longer just the geographical proximity and pricing.
- Most people only visit 2 dealerships before they decide where to buy, as opposed to 5 – as they spend the time reading online reviews, dealership services, and any perks
Lead Capture Strategy What are some of the lead capture strategy for Automotive Industry?
Good Lead Capture Ideas for Automotive Industry
- Educational articles
- Introductory videos
- User Manuals
- Comparison Articles and Videos
Lead Nurturing Strategy What are some of the lead nurturing tips for automotive industry?
Depending on the type of vehicle you offer – and the buying psychology of your web visitor – you will need to customize and tailor the page for the particular product.
Tailor Different Landing Pages for Different Buying Stage
By understanding whether the web visitor is doing research or product comparison, or if they are emotionally ready to buy – this will allow you to tailor the landing page to appeal the different buying stages.
Analytics Tips for the Automotive Industry What are some of the tools to track these strategies?
Source / Medium: The specific channels that helped drive traffic to your website
Acquisition > All Traffic > Source/Medium
It is important to segment where your visitors come from and how they find out about your content, to determine which channel bring in the most visitors to your website.
It is equally important to find out which channel brings in the best quality of traffic – how many pages they have browsed, what is their page duration, and most importantly, their goal conversion rate.
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