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Posts Tagged ‘automotive lead generation’

Social NOT-working: “Why Does Social Media Seem Not to Work for Me?”

Posted on: September 12th, 2012 by credit

Have you ever asked yourself this question or did one of your marketing staffs pop it in a meeting? Almost all dealerships have gone social but not all are experiencing success with it. Why? One reason for failure is committing lots of mistakes. Social media marketing is not that easy and learning how to use its power effectively requires ample time. Learn from the following social media mistakes.

No one knows you have gone social.

This is sad. You went social because you want to keep pace with the competition—dealerships and car shoppers have gone social—but you are not getting any attention because practically, no one knows you have gone social. If you have decided to take a new marketing endeavor for your dealership, let the people where you are or where you can be found. By adding social media buttons to your blog posts and dealership website, or telling people through your TV or radio commercials to visit your social media pages, you are already announcing your existence in social networking sites. Unfortunately, many dealers forget to do this.

You have a wrong purpose for a good content.

It’s true that it is important to produce good content in social media marketing. Good content is to inform, help and attract prospects and to generate dealership leads. But it should never be the main purpose of content to sell. The goal really is to collect information from prospects and then work on

turning them into sales. Take note that conversion takes place outside the social media work. How then will you be able to make your content generate dealership leads for you? Be an expert in using calls to action. These are devices that tell your prospects what to do next. Strong calls to action exhibit urgency, clarity, and precision.

You have abandoned traditional marketing.

If you are serious about getting more dealership leads, do not abandon your traditional lead generation strategies. Know that not all potential car buyers and your customers are on social networking sites. Therefore, you still need to work your traditional lead generation system in order to acquire more leads. Otherwise, you are missing out on a lot of opportunities.

SEO is uninvited.

In case you haven’t realized it yet, social media marketing and search engine optimization (SEO) complement each other. Your social media marketing efforts would not be totally successful without employing some SEO techniques with it. SEO is the most encompassing Internet marketing strategy. Thus, your social media content still has to be keyword-based so you will drive more traffic. Without SEO, it will be almost impossible, especially for small dealerships, to gain popularity in the social media sphere.

Simple Ways to Engage Prospects in Twitter

Posted on: September 10th, 2012 by credit

Aside from Facebook, LinkedIn, and Google+, the microblogging site Twitter is also one of the most effective social media platforms in capturing prospects and making sales. In the automotive industry, Twitter functions likewise in generating more dealership auto leads and sustaining interest among car shoppers.

In a recent study, Buddy Media found interesting results about Twitter and its function in engaging followers. It then suggested a few ways on how Twitter can better be used for more effective engagement. The following tips are based on its suggestions:

1. Tweet at the best time.

It is important for you dealers to know when is the best time to tweet. The study revealed that weekends (Saturday and Sunday) are the days with the highest rate of engagement. Moreover, tweets are also effective during busy hours that is, 8AM to 7PM, in any day of the week, including Saturday and Sunday.

Finding out the best time to provide content in social media, especially that is often done with the intention of attracting more dealership auto leads, is as much important as knowing the best time to make sales calls in telemarketing. You don’t want to just throw content out of the window not knowing where will it land. Make sure that each of your effort counts.

2. Do not overdo tweets.

The study found that more tweets do not necessarily result in more effective engagement. The data showed that a maximum of 4 tweets a day is enough to capture audience. Tweet more and you will most likely lose engagement. In addition, the principle “the shorter, the better” also applies in tweets. The study found that tweets that have less than 100 characters receive engagement 17% higher than longer tweets do.

3. Utilize available resources.

Social networking sites are very capable of capturing prospects for you. You just have to know well how they work and what are they capable of to achieve that end. Twitter has many features that can help you engage more followers. Some of these are hashtags, links, photos, and videos. Hashtags help your tweet, as well as your profile and brand, to spread in the Twitter-sphere. You can also include a link in your tweet. Just make sure, though, that the links work; otherwise, you will lose engagement, as Buddy Media found. Meanwhile, photos and videos always work in grabbing attention and capturing audience interests.

4. Tell them what to do next.

This simply talks about calls to action and this can be easily done by telling people to retweet. Retweets increase engagement rate especially when you tell you directly tell your followers to retweet. However, make sure that your content, or tweet, is worth sharing with others. This could be challenging and you may be needing more creative minds in your dealership. Nevertheless, in social media marketing, do not forget to compel your prospects and your customers to take action.

Writing Effective Facebook Posts to Generate Leads

Posted on: September 7th, 2012 by credit

Facebook is one of the most effective social networking sites that dealerships use today to reach out to more potential car buyers and make effective their marketing and reputation management efforts. However, there are many dealers who use the social network site wrongly. For example, content is vital in social media marketing but wall posts of some dealerships in Facebook are problematic—not even effective in generating car dealership leads. If you are also experiencing the same dilemma, take a look at the following principles:

Audience

In any case of providing content, the audience is always considered. For example, an editor of a tabloid makes sure that his front page headline is really attention-grabbing as his tabloid competes with the numerous tabloids around it in a newspaper stand. The editor would play with words to catch the attention of his readers. This same principle can be applied to writing Facebook posts. What do your audience look for? What do they need to see in a dealership fan page? What topics or kinds of post interest them? Find these out and you’ll be able to capture audience.

Brevity

The Internet features speed because users demand speed in acquiring information. This means that even if some people spend long hours being on Facebook, they don’t really have the patience to read long posts. They are more of scanning posts than intentionally reading them. Therefore, your wall posts on your Facebook page must be short. The shorter the post is, the more engagement it gets. Twitter, for instance, does a good job in keeping tweets 140-character-long only. The good thing about being brief is that your audience can quickly get you message without taking too much of their time.

Graphics

Don’t limit your posts to words only. Remember that Facebook also allows posting of videos, photos, and links. Use these resources to make your dealership Facebook wall more effective. However, make sure to keep all content relevant and appealing. You can post short commercials, interviews, photos of new car models available in your car lot and sales events, and the like.

Call to Action

A typical Facebook post from an ordinary user would not have a call to action. However, since Facebook here is used for marketing purposes, a call to action is necessary. Calls to action tell your audience what to do next after reading your post. Drive them to your other social network pages or dealership website, tell to them to register for a webinar or sales event, or urge them to take advantage of a limited offer.

Interaction

Facebook is a social networking site and this means that it is meant for interaction. Social media is not meant for businesses to sell but to primarily build relationships with prospects and existing customers. Keeping such perception about social media enables you to formulate strategies that can generate more car dealership leads.

Qualities of a Poor Lead Generation System in Dealerships

Posted on: September 5th, 2012 by credit

Although there are some problems and challenges a business like dealerships would normally face, there are obvious and ominous mistakes that dealers do which kill their business. These cause them to either stay in the doldrums or fail. See if you can identify with any of the following qualities of a poor car sales lead generation system enumerated below.

Vain

Dealers who are obsessed with filling their dealership websites and social media pages with very nice graphics and acquiring numerous likes and comments can be considered as vain. Such dealers are having too much fun designing their dealership websites and painstakingly choosing the best layout and theme for it. They would make sure that the graphics and other visual effects are highly impressive to the visitors. In social media setting, there are dealers who would pour their car sales lead generation efforts on getting as much attention as they can. Being this vain is obviously a huge mistake.

Strictly Traditional

Some dealers are not willing to diversify their car sales lead generation efforts and still opt to stick with the traditional methods or principles. This won’t get them more profit because they are already way behind the competition. Instead, they have to keep pace with the competition and with the dealers who have already revolutionized their lead generation systems. Start utilizing the available lead generation mediums and tools today. There’s more to direct mails and telemarketing. Learn how to use mobile, websites, and the social media to generate more car sales leads.

The Always-Too-Excited Sales Person

Being aggressive in sales is good as it puts you in an advantage in the competition. However, being too excited to make more sales, as in taking advantage of each and every opportunity, can be out-of-place especially with today’s technology. For example, many dealers have the wrong notion about social media. They think that it is a sales tool. The truth is, it is not. It is rather a place where you can build relationships with prospects and customers, establish good reputation, and foster customer loyalty. Increase in sales come as an effect of an excellent social media marketing efforts instead.

Empty Words

Content is vital in internet marketing strategies particularly in social media and SEO. Poor content would consist of irrelevant graphics and topics, wrong choice of keywords, pure promotion, and spelling and grammatical errors. Make sure that all types of content in your dealership websites, blogs, and social media pages are relevant to your prospects’ needs and interests. Learn how to use keyword research tools which can provide for you lists of most searched keywords that you can use for your articles to drive more traffic. Content must not also be purely promotional; your prospects need information. And lastly, and the most basic of all, make sure that your content is free from grammatical and spelling errors by proofreading it before getting it published.

Automotive Lead Generation – Don’t Take Content for Granted!

Posted on: August 31st, 2012 by credit

Many dealers do not realize it but the content of your dealership website or blog can greatly impact your automotive lead generation efforts, especially if you do it right. Whatever form of content marketing (blogs, social media, articles, white papers, ebooks, etc.) you are employing to generate car sales leads, consider the following basic principles in doing content marketing and learn how to do it more effectively.

The Topic

Finding a topic to write about is one of the most challenging aspects of content marketing as sometimes, fresh and interesting topics seem unavailable. Keep in mind that topics should always be relevant. Some great topics to write about for car shoppers are car reviews, automotive news, auto industry trends, tips, and information about the technical aspects of car buying.

Topics must be relevant and interesting because your goal in writing for car shoppers is to establish connection with potential customers. Thus, content must appeal to their needs and interests. Find out what car shoppers consider as hot today by talking to some of your leads, reading conversations of car shoppers and buyers in forums, and monitoring consumer behavior by subscribing to studies.

What Keywords?

The use of keywords may not be necessary in print and broadcast advertisements, but when you do it online, keywords become an important part of your content. Come up with a roster of most searched keywords through the help of a keyword research tool. Use these keywords in your articles. In this way, you will drive more traffic to your website, which could bring more leads and eventually turn into sales.

The Good Content

First thing that should be established here is your content should be non-promotional. Although you use content as an automotive lead generation tool, car shoppers would hate, or even not be interested at all, to read promotional materials. You will capture leads more when you give them information instead, which brings another characteristic of a good content: educational. Make sure that your readers will certainly get something useful from your articles. Articles must be simple and concise. Use only simple language and keep the articles short. Car shoppers do not always have all day to read a lengthy article. Lastly, a good content is something worth of being shared with others. This means that your content must be so good that your readers would love to share it via social media.

As Catchy as Odd

Make your content eye-catching by using attention-grabbing headlines and engaging graphics. Attach relevant photos, videos, infographics, or charts and tables to complement your article and to make them more interesting and understandable. In most cases, this is where you need to squeeze your creativity more.

 
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