Automotive lead generation is no longer limited to showrooms but now transcends to online channels. As the demand for ease to access increases on the consumer end, it becomes crucial for the automotive industry to change its lead generation process. Online lead generation makes securing quality auto leads easier. It caters to the younger audience who like information accessible with just a click.
A survey by Think with Google found that almost 95% of vehicle buyers use digital as a source of information. It also pointed out that twice as many start their research online before going to a dealer. Hence, an automotive seller has to deliver an excellent user experience offline and online both.
But automotive lead generation through online channels is not as hard as it sounds. To make things easier, in this blog, we will explore some of the best lead generation practices dealers can use to secure and convert leads.
Most Important Automotive Lead Generation Tip
“Aim to provide the best user experience.”
Whether online or offline, the users are not only looking for the best services but also for brands that provide them with personalised options. A dealer that understands its prospects’ pain points, like budget, convenience, style, etc., will be able to capture more leads. Many options in the digital space make it easier for dealerships to engage consumers interactively.
Let’s discuss them.
Best Practices For Automotive Lead Generation
1. Utilise Chatbots and LIVE Chats
Chatbots and LIVE Chats are two powerful tools that automotive businesses can use to engage with customers. Chatbots can provide information or answer questions, while live chats allow customers to interact with the business in real time. Using these tools, automotive businesses can create a more personal relationship with their customers and build trust.
To create personalised experiences for prospects, dealers must have a lot of consumer data. Chatbots help collects such information by engaging the visitors with conversations that are to the point and ask the right questions.
But there will come times when a customer’s problem will be very specific, and a LIVE chat would work like a charm here.
2. Putting in the Right CTAs
CTAs are critical to effective automotive lead generation. A CTA is a clickable link that takes the visitor to a landing page with more information or a purchase option. When designing your CTA, consider the target audience and what they may want to do next.
For example, if you’re targeting car buyers, your CTA might be a direct link to your dealership’s website or to get a free quote for a car. If you’re targeting potential customers who have never bought a car, you might want to offer them information about buying a used car.
Whatever your CTA, make sure it’s clever and easy for visitors to understand. And don’t forget about lead capture forms! They let you collect contact information from visitors to follow up with them later.
Another button dealers can add is the click-to-call button. The button allows the customer to get in touch with your salesperson directly.
3. Leveraging Automotive Content
There’s no doubt that automotive content can help increase your visibility and reach. Not only do blogs, images, videos, and infographics offer a way to share your unique perspective on the industry, but they also offer valuable leads and traffic.
For example, if you’re a car dealership, you might want to feature blog posts about industry news or recent trends. You could invite other dealers to guest post on your site or share their best practices.
If you’re targeting car buyers, relatable content can help you attract new leads and convert interested visitors into customers. Creating engaging content will show potential buyers that you’re knowledgeable and passionate about cars.
Finally, don’t forget about social media! Posts on Facebook, Twitter, Youtube and LinkedIn to promote your dealership and generate leads from interested customers. According to research, 60% of vehicle buyers like watching a test drive video before visiting a dealer. Through such stats, dealers can understand where to put their time and money.
4. Focus on Local SEO
In today’s digital age, it is essential for businesses of all sizes to focus on their online presence. One way dealerships can improve their online visibility and grow their customer base is local SEO. Local SEO refers to optimising a website or landing page for search engine results based on the user’s location.
By concentrating on optimising a website and landing pages for search results in your local area, you can attract new customers and boost your overall online presence.
For example, if a user in the local area is searching for “dealers nearby”, your presence in the top recommendations makes it easier for customers to connect with your brand.
5. Offer Discounts and Financing Options
Many customers are more likely to buy a car if they can get a discount or receive cash back. When dealerships offer these incentives, they can increase their customer base by appealing to consumers’ desire for financial rewards.
For example, if you sell cars through a dealership, offer customers who purchase a new car 10% off their total purchase price. This will help you compete with other dealerships offering discounts and cash back.
Some customers might want to purchase on EMI. Be ready with an in-house team or a partner organisation that is ready to help your customers understand everything about financing the car of their dreams. Such access to convenience helps generate customer trust in your company.
Bottom Line
Following these five automotive lead generation tips can increase your traction and help you close more deals. Integrating chatbots and local SEO helps capture quality leads. The right CTAs coupled with discount offers moves leads toward conversions.
By investing in efficient methods to generate leads, a sales funnel strengthens and supports a steady stream of leads.
If you want to learn more about industry-specific lead generation, check out these blogs:
5 Real Estate Lead Generation Ideas That Work
Lead Generation For Nonprofit Organisations: Complete Guide
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