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Things to Do to See Your Social Media Strategy Fail

Posted on: September 19th, 2012 by credit

Social media, although widely used as one of the most effective marketing platforms in today’s industries, is still new. Many dealers still struggle in doing it right. There are still cases where a dealership only wasted money on social media marketing efforts that did not turn in good ROI. Your social media strategy can fail in many ways. It is either you need to start or stop doing something. Think about the following pointers:

Build a complicated dealership website. You were successful in encouraging your contacts in social media to visit your dealership website. They checked out your website but asked, “What did we get ourselves into?” Your dealership website has difficult navigation and they are losing their way. Remember that in creating your dealership website, you have to put yourself in the shoes of your visitors. Is this color right for the eyes? Can I go easily around the site? Am I getting any useful information from this site? Is it helpful for my needs? Evaluate your dealership website now and never lose leads internet again.

Compete with celebrities and other brands in getting the most number of likes, fans, followers, comments, etc. First of all, you are not a celebrity; you are a dealer—a businessman—working to gain more profit. Thus, you don’t need too much attention in the social media sphere. Don’t be so vain trying to get noticed by almost everyone in social networking sites. There are more important things to focus on in social media marketing than getting all the attention. Moreover, more likes, fans, followers, and comments do not necessarily follow good and effective branding. You need to work on this with a more appropriate and effective strategy.

Provide content that is not worth sharing. One way to drive more traffic and to spread the news about your dealership in social media is providing compelling and useful content that is worth sharing. However, if you are just babbling in your articles, having no value at all, it will definitely not get shared. You will only lose the chance of attracting more prospects and even generating more leads internet.

Sell. Just Sell. This is a common mistake committed by dealers. Social media is not for selling but for building relationships with potential and existing customers. Moreover, consumers are wiser now. They know if you are just trying to get them to purchase something or giving them solutions and genuine help.

Dread experiments. Many dealers fail in their social media strategy because they decide to stick with one system and one strategy. This will not get them any farther. Study different dealerships and see how they do their branding, advertising, lead generating, and even conversion. Be experimental and a risk-taker and try employing their techniques and see if they work for you.

Article Posting, Social Media, Blogs Among Most Popular Content Marketing Tactics, Study Says

Posted on: August 13th, 2012 by credit

A study completed by Content Marketing Institute (CMI) in 2011 revealed interesting shifts in the way industries perceive and use content marketing for the growth of their businesses.

According to the 2012 B2B Content Marketing report, with more than a thousand of marketers surveyed from various industries across the globe, article posting (79%), social media (74%), and blogs (65%) remain the three most popular content marketing tactics employed by B2B marketers. Meanwhile, blogs, videos, and white papers increased in usage. That means, more businesses have employed these content marketing tactics in 2011 compared to 2010.

In terms of effectiveness, in-person events, webinars, case studies, and research reports were rated by the respondents as the most effective tactics. However, the results also showed that marketers have more confidence now in the effectiveness of blogs, which has the biggest growth of 45%, case studies, videos, and webinars.

The study also measured the challenges that marketers face with content marketing. The top challenges cited are producing the kind of content that engages prospects/customers, producing enough content, and budget to produce content. Some of the respondents explained these issues further saying that it takes time to engage prospects and that they need to find time to create content. Some also cited the problem in human resources that there’s not enough people to work the content. Others find it difficult to produce “emotionally compelling” content.

Zooming in to the automotive industry, dealers also experience the same challenges in providing content for their own web pages and blogs. In effect, many of them do not see these channels as effective in producing internet leads. For dealers content marketing challenges, here are some tips:

  • If you find it difficult to produce compelling content, write about relevant topics that you think are interesting and useful for online car shoppers. Examples of such content are car reviews, car financing information and advice, car buying tips, automotive news, and the like. Keep in mind, though, that there is no easier way to do this. Providing relevant, fresh, unique, and useful content as frequently as daily requires hard work.
  • Allot more funds for content marketing. Be part of the 60% who said in the survey that they will increase their budget for content marketing for the next 12 months. If you have more funds, you can hire more people to work the content for you, solving the human resource problem.

Keep in mind that in reality, the effectiveness of a marketing strategy is all about what and what not works for you. There is still a possibility that article posting, social media, and blogs will not work for you. Take the time to experiment on other tactics and consistently measure results to see what works best for you—that means generating more internet leads and experiencing sales boost.

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.


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.


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.


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.

Rejection and Purchase Reasons of Auto Internet Leads

Posted on: July 5th, 2012 by credit

When converting auto internet leads into sales, a lead may either purchase from your dealership or reject your offer and walk away. J.D. Power and Associates cited in a recent report reasons why consumers purchase and reject.

Thirty-seven percent of automotive internet users or AIUs said that they did not buy from a dealership they shopped because they realized that the car was not right for them or for their needs. The report explained that the result is somewhat ironic with the notion that online shopping should help car shoppers “eliminate models from the consideration set” so that they will be more focused when they visit the dealership. There are two possible reasons for the said result: One is that car shoppers were perhaps not confident to eliminate models with only the online information they have as the basis. Another one is car shoppers might still have collected inadequate information that they need “to make a completely informed decision on which vehicle to purchase.”

Other top reasons for rejection are too expensive car price set by the dealer, unavailability in stock of the exact model that the car buyer wants, too expensive make and model, and the buyer simply was not ready to buy yet.

On the other hand, the primary reason of auto internet leads for purchasing a vehicle from the dealer they shopped is they were treated well. In addition, more than half of AIUs who submitted online request said that they purchased from a dealership because of the low price offered them.

These findings in current consumer behavior trend could be helpful in making your sales tactics and lead generation techniques more effective. It is important for every dealer to understand trends such as this to improve their marketing and sales systems. For example, knowing that 66% of auto internet leads consider the total price paid more than the monthly payment will help you in negotiating with your prospects more effectively.

Therefore, J.D. Power and Associates offer the following tips to dealers:

1. Respond immediately with personal email messages and keep in mind that you are not the only dealership being shopped.

2. Don’t think that once an online car shopper contacted you, you have already won him. Although you should be eager to convert him into a sale, keep in mind that he can change his mind and look at other options anytime.

3. Set an appointment with the shopper. The same salesperson communicating with the shopper online must also be the one to meet the shopper in person.

4. If the shopper has already agreed with the price, make sure that the vehicle is ready when they come over.

5. Be proactive. Ask the shopper to send you via email the necessary documents for sales and F&I processes before he visits your dealership.

Basic Concepts in Internet Automotive Lead Generation

Posted on: June 25th, 2012 by credit

Leads internet generation is the process of acquiring sales leads through the use of various internet marketing strategies. Generating leads using the internet has grown in popularity and made the automotive industry more competitive, especially as it recovers from the recent recession. Here are some terms and concepts that are important to understand especially for new dealers who are just beginning to build their dealership’s presence online.


Blogs are essential in online dealership marketing. Your dealership website should include a blog page where your visitors could find helpful information. The content of your blog must be informative rather than promotional. This means that although keeping a blog is part of your internet marketing strategy, its main purpose should not be to promote. Providing fresh, quality, genuine, and useful content for your visitors will build an image of your dealership that is trustworthy and credible. A dealership blog also helps a lot in driving more traffic to your site.

Keyword Research

This is an important skill to learn when marketing your dealership and generating leads online. Keyword research is done by using an online tool or software to find out what keywords are commonly keyed in by users in search engines. Once you obtained a list of these keywords, use them in your content—photos, videos, and articles—in your dealership website or blogs. The keywords and the content always have to be relevant to your business. Also, observe the regulations set by search engines in using most searched keywords in your content.


SEO or search engine optimization is the process of improving your dealership website’s visibility in search engine results pages, making it appear as one of the top results. The end result would be an increase in traffic as people see your website right away as one of their search results. Some of the techniques used are directory listing, link building, forum marketing, and anchor texts. SEO does not yield results overnight. Although you would have to invest time, money, and effort, you will eventually reap a rich harvest from your SEO campaign. This is one of the most important and basic leads internet generation techniques that you have to learn, and perhaps master, in order to firmly establish your online presence.

Landing Pages

Landing pages are where your visitors will be directed when they click on an ad or link. These are essential in winning your visitors and turning them into leads successfully. Landing pages do not have to be grand but they just need to be simple enough not to confuse your visitors and to effectively cause them to take action. Moreover, they have to be engaging so as not to lose your prospects who are already in the verge of turning into sales.

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