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Lead Generation Mistakes Car Dealers Should Avoid

Posted on: July 16th, 2012 by credit

You can generate auto leads in two ways: by using traditional methods or through the internet. Although some of the traditional methods are obsolete and considered ineffective already, many new techniques were discovered and are now used as effective lead generation means. However, many car dealers are not able to maximize the potential of these techniques in making their dealerships more profitable. They fail over and over in their lead generation efforts, not even producing significant sales. Why? Learn about some of the common lead generation mistakes you should avoid to stop the cycle.

Some car dealers fail in generating leads simply because they have the wrong focus. They are too obsessed increasing their traffic than devising an excellent plan on how to translate the traffic into sales. Making your dealership website drive traffic is basic and easy in auto lead generation once you’re familiar with the techniques. However, converting these leads into sales is the more challenging and the most important part. Massive traffic is not that significant if it does not bring sales to your dealership. Thus, lead generation and lead conversion work side by side in making your dealership more profitable.

Being a rigid dealer and marketer is not also going to work for your dealership. Perhaps you were able to come up with an excellent strategy to generate and convert leads, but that exact strategy won’t work the same as time passes by. You’re missing on a lot if you are not reading the news or the studies about the auto industry. As a dealer, it’s important that you know the current trends on auto marketing, consumer behavior, and the like so you can modify or update your strategies in conformity with the current trends and needs of your target market. You will generate and convert leads more effectively this way.

It is also a mistake to ask your visitors to fill out a form right away without giving them any easier options to contact you. A form is necessary for you to get their information; however, it should not be the only way through which they can contact you. Make it more convenient for them. Provide a toll-free number where they could contact you immediately for their queries. You can also have sales reps stay online to provide assistance to your visitors through live chat.

Finally, hiring a poor auto lead generation company or provider is obviously a mistake. To be able to produce good quality leads, the lead provider must be legitimate and professional in using various lead generation techniques. Check a lead provider’s legitimacy by looking them up in BBB’s online database. To find out how they generate leads, ask them how they employ lead generation techniques because it certainly affects the quality of leads they generate.

Making Calls to Action That Make Automotive Internet Leads

Posted on: July 13th, 2012 by credit

An online business dictionary defines a call to action as “words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action.” In other words, it answers the question, “so what?” asked by prospects after seeing your ads and compels them to act on what they saw. Some examples are “Sign up now!”, “Get the price”, and “Get approved today!” Calls to action are fundamental in advertising and must therefore be compelling and effective to move your prospects to take action. Here are some tips on how you can make your calls to action generate more automotive internet leads for you.

Location

The buttons for your calls to action must be placed above the fold of a web page. Online shoppers look at a web page in F pattern. This means that they look at what’s above, on the left, and at the middle left of the web page more than the other areas. These places, therefore, are strategic locations for calls to action. (Notice that ads are usually placed at the top part of a web page.) Do not also crowd your call to action with several contents. Give it some white space so it will still get noticed.

Design

Calls to action are meant to be noticed and one good way to do this is by making them BIG. They must grab the attention of your visitors, much like a headline in a tabloid would. However, be careful not to overdo it overwhelming the other elements of your web page. A good web designer definitely knows how to do this well. You can also use contrasting colors to make the button more attractive. Moreover, there should only be one call to action per page so as not to confuse your visitors. You should tell them to do only one thing.

Message

This refers to the message of the call to action itself and the preceding message telling your visitors why they should click on the button. The message must create a sense of urgency but not like how a car sales rep would pressure a car buyer. Your offer must be interesting and compelling enough to make the visitor turn into an auto lead. As a dealership, you would want your visitors to fill out a form, providing their information, and be your automotive internet leads. If this is your goal, make sure that your message tells them that it is worth doing so.

As a final note, you cannot achieve great results right away by merely following the tips mentioned above. You would need to take some time experimenting on which language, location, design, offer, and the like, would work best for your calls to action in effectively generating automotive internet leads.

Tuning Up: Is Your Dealership Doing Well Lately?

Posted on: July 12th, 2012 by credit

Have you been running well as a business lately? It is important to take a break and step back to see how your dealership is doing. You may have been unconsciously making mistakes which might be affecting your dealership already. Also, there may be a lot of opportunities and resources that you are not maximizing. Here is a short checklist for a quick dealership check-up.

1. Do visitors see the car prices in your website?

A recent study showed that one of the most requested information of internet automotive sales leads is the price of the car model that they want. This is an advantage in one way but also a disadvantage in another. When leads contact you to ask for a price, that’s already your opportunity to get their information and turn them into sales. However, some prospects would have a different response. If they don’t see car prices in your website, they could think that you are hiding something from them and would not even bother contacting you for it. They would just immediately click on another website. It is then better to show them how much each of the cars in your car lot costs. Give them the information they need that instantly.

2. Are you doing well with your response time?

According to a recent study, customer satisfaction rating is high when automotive sales leads get a response within 24 hours. This tells you that you and your sales team should be fast—almost real-time even—in responding to the queries of your leads. Don’t keep the leads waiting. Keep in mind that the competition is now fiercer than before and your competitors can get to them quickly. Moreover, don’t think that you’re the only dealership being shopped by a single lead. A prospect can always look at and consider other options. Therefore, work double time.

3. Is your sales team getting enough training?

While sales and marketing skills are important for an efficient sales team, you also need to teach them how to communicate well to prospects. Sales people should be friendly and welcoming so prospects would want to enter your dealership. This is easy to do in online and phone setting. However, keep in mind that there are still some car shoppers today who would visit dealerships personally to look at cars and inquire about financing. Make sure that your sales team, who are always at the front line, are able to create a pleasing ambiance that will make prospects want to do business with your dealership.

4. Have you been maximizing the current trends in automotive marketing and lead generation?

Have you been maximizing the internet, exploring newer marketing techniques and getting social?Internet marketing is still hot in the auto industry and more and more dealers, and even car makers, have been experiencing good cash flow from their internet marketing efforts. Consider also growing trends like automotive mobile marketing which can be employed in collaboration with internet and traditional marketing strategies.

Can Direct Mail Still Generate Automotive Leads For Me?

Posted on: July 11th, 2012 by credit

You may be asking this question now as you notice that your direct mail campaign isn’t giving you enough automotive leads. There may be several contemporary and effective marketing strategies that have sprung up today in the automotive industry, but direct mail marketing remains effective in generating automotive leads for dealers. However, you will not experience this if you have been doing it wrong all this time. Check out the following direct mail marketing mistakes and see which sounds familiar.

First is being overly obsessed with the visuals or graphics of the mail pieces rather than their content. Some dealers care too much about how the mail pieces look than how effective they are in putting their message across. This is definitely a mistake. There’s nothing wrong with making each mail piece visually appealing. However, your content is integral in the success of your direct mail campaign. You can make the layout simple—even not using too much colors and photos—and still grab the attention of your prospects. How? Simply write a compelling and striking message. Layout doesn’t really play a big role in direct mail marketing campaign, but content does.

Second mistake would be producing mail pieces that do not really say anything. There are no offers, benefits, or information included. The mailers are purely promotional or purely informative. Moreover, the message is dull as well as the visuals. There is lack of emphasis on the main idea so the prospect couldn’t get the real message right away. With all of these, your direct mail marketing efforts are sure to be in vain. It would not generate automotive leads at all. Why? Your prospects do not get anything from the piece of paper you sent them. Make sure that your mailers contain a message that is promotional, informative, and compelling at the same time. This is quite a challenge but remember that your mailers are your mouthpiece.

Making your message personal also has a different impact on your prospects. If you are sending letters, address your prospects by their names. Use their interests, lifestyle, and nature of job to make your message and offer relevant. Making your mailers personal adds to the likeliness that your prospects will respond to your message.

Last in this list is having a wrong view of the mailing list. The mailing list is a fundamental component of direct mail marketing. Perhaps, some dealers are focused on the quantity instead of the quality of each item listed in the mailing list. When you buy a mailing list, make sure that each entry has complete contact information and is updated.

As a final note, some dealers still use direct mail marketing to generate automotive leads. However, the strategy may seem ineffective and obsolete if you are not doing it right. Pull off direct marketing well and you will surely reap great results.

Why Use Mobile Marketing as an Auto Lead Generation Technique

Posted on: July 10th, 2012 by credit

As the Internet continues to be an effective marketing tool, another medium, mobile, is being praised for its potential. Several car dealers have been employing mobile marketing as an auto lead generation technique. However, many car dealers are still in doubt of its capability. One of the best ways to answer this is looking at the figures from various related studies done recently.

  • More than 80% of Americans own a cellphone.
  • 91% of adults in the U.S. have their cellphones within their reach 24/7.
  • 25% of Americans only use their cellphones to access the Internet.
  • Brands using text messaging to reach customers connect with 95% of mobile users.
  • People read most (about 90%) of their text messages within 3 minutes from the time they were sent.
  • About 90% of mobile searches lead to action (and in a separate study, 70% lead to action within an hour) and more than half lead to purchase.
  • Mobile ads perform better 4 to 5 times than online ads.
  • More than 16 million mobile subscribers use location-based check-in and in a separate study, 95% of smartphone users look for local information.
  • 81% have done product research via smartphone and 50% purchased.
  • 33% of mobile subscribers prefer offers communicated via text messaging.
  • In June 2011, the number of U.S. Mobile subscribers exceeded the U.S. Population.

In addition to the facts stated above, people bring their mobile phones with them anywhere they go and use it anytime of the day. It is one of the essentials they bring with them when they leave their houses. Moreover, the figures above show that mobile marketing is indeed an effective auto lead generation technique as a good number of mobile subscribers who received a mobile ad took action and some eventually became sales.

Mobile marketing comes in many forms. Text messaging or SMS is one and deemed to be cheaper than direct mails. It is also the simplest form as the message can be sent regardless of the type of phone the recipient owns. Another form is mobile websites which are mainly and more conveniently accessible through smartphones. Mobile applications are also exclusive for smartphones. Multimedia messaging or MMS is also another form that allows the advertiser to use other types of media to put his message across. Lastly, quick response or QR codes are two-dimensional bar codes that store information which can be read by a mobile device. QR codes can be found in billboards, business cards, print ads, direct mails, websites, emails, coupons, and the like.

Mobile marketing may be relatively new and is yet to be discovered further. However, competitors are moving and the prospects are where they are. Study how mobile marketing works and consider employing it as an auto lead generation technique for your dealership.

 
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