Attracting high-quality leads is a top priority for every auto dealership. But lead generation has changed a lot in the last several years. Did you know that 92 percent of car buyers research online before buying? Today’s car buyers have more control over the buying process. And that means that while old tactics like direct mail and cold calling may still be effective, car dealerships have to pay attention to the latest online lead generation strategies to lure more potential customers to their showroom.
This article will share six of our favorite online lead generation strategies that all auto dealerships should be using. Let’s get started!
6 Online Lead Generation Strategies
As an auto dealer, one of your most important goals is to get more potential buyers into your showroom. Fortunately, the list below has several strategies to help you do just that!
1. A Mobile-Friendly Website
Every auto dealership needs a website; we take that as a given. But today, you must go a step beyond that and make sure your website is optimized for mobile visitors. Statistics show that 57.38 percent of all internet traffic in 2022 is from mobile phones; this statistic has increased steadily year after year and will likely keep growing in the future. Your site should be fully responsive to a mobile browser. You should also optimize the copy for mobile viewers by using short paragraphs and avoid putting too much type on each page.
2. A Website Designed to Collect Leads
The entire purpose of your dealership website is to collect more leads. That means that every page of your site has to offer some way for the prospect to engage with you and share their contact information. Some online lead generation strategies for your website include:
- Visible Contact Details: Your dealership’s address, phone number, and email address should be placed visibly, in large type, in the header or the footer, so no matter what page the visitor is on, they know how to contact you.
- Lead Magnets: A lead magnet is something of value that you offer the potential customer to get their contact details. It can take the form of an eBook, a how-to PDF, or something else that would entice them to give out their contact information.
- ChatBot: A chatbot will sit in the bottom corner of your web page and allow contacts to ask questions. The automated program will provide answers and also request contact information for follow-up.
- Contact Forms: Every page of your site (especially online listings) should have access to a contact form where visitors can request a test drive or contact a sales associate.
- Text Us Button: Text is a popular option, especially among young people. Consider this statistic: 60 percent of millennials want to be able to text their preferred businesses. When you add a ‘Text Us’ button to your website (including online listings), you allow your customers a quick and easy way to message you about their interest. To enable texting capabilities in your dealership, try a cloud phone system like DealerPhones by Clarity which allows your sales associates to send and respond to texts from prospects and customers.
3. Google My Business
Google has optimized its search engine for the many local searches conducted each day. Type in a phrase like “car dealerships in CITY,” and Google will provide a listing of businesses identified as car dealerships in that area. To make sure you are on the list, you’ll want to claim your Google Business profile. When you do, you’ll be able to add essential information like address, phone, hours of operation, as well as your business logo and photos to stand out to customers.
4. Respond to Reviews
Your Google Business profile is also a hub for reviews of your auto dealership. Nearly 64 percent of consumers check Google reviews before visiting a business location. To use reviews as a robust online lead generation tool, you’ll want to monitor and track the reviews about your business. One in five customers expects to hear back from you when they leave a review. Responding can also put a negative review in a more positive light by showing your business’s commitment to customer service. For advice on monitoring, reviewing, and responding to Google reviews, check out this HubSpot tutorial.
5. Walkaround and Test Drive Videos
Google research found that over 75 percent of auto shoppers say that online videos have influenced their shopping habits or purchases. Are you using YouTube for lead generation in your auto dealership? Walkaround videos of new models or featured vehicles can allow you to present the car to potential buyers digitally. Meanwhile, test drive videos enable leads to experience the vehicle before stepping foot in the showroom. You can set up a YouTube account to house your videos and use them strategically on your website, social media pages, and online ads.
Here’s a wild statistic to consider: 64 percent of shoppers who watch online videos to inform their purchases say that new formats like 360° videos would convince them to buy a car without a test drive! Videos are an ideal online lead generation tool because they drive highly qualified and ready-to-buy leads to your showroom.
6. Active Social Media Presence
Facebook is an essential social media platform for car dealerships. Some strategies to build your presence on Facebook include:
- Set up a Facebook page specifically for your business. Facebook has instructions for getting started here.
- Consistency is vital in any social media platform. Create a schedule and plan to post at least a few times per week.
- Choose posts that are more likely to get people to engage, such as videos, questions, and polls.
- Stay active by checking out your page regularly and interacting with customers who message you or comment on your posts.
- Follow Facebook’s best practices for using analytics from their Page Insights tool, including demographics of your followers, positive and negative engagement with your posts, and the best time to post.
- Consider using Facebook ads as an effective online lead generation strategy to find prospective customers in your local area. Facebook has a page specifically for auto dealers who want to influence car buyers and increase sales through Facebook ads.
Getting Started with Online Lead Generation
Online lead generation is incredibly effective for auto dealerships that want to reach today’s tech-savvy prospects. While traditional lead generation strategies are still helpful, today’s buyers are highly likely to start their car search online. They want to use the internet in the comfort of their own home to review dealer websites, Google listings, reviews, social media pages, and videos to discover car dealerships in their area and explore the cars they may be interested in. Try out these online lead generation strategies, and you are sure to see more leads coming in from your efforts! If you’d like to learn more about our automotive call center services, please get in contact with us.
