Automotive marking has come a long way, but do you know what statistics to measure for success? Here are some of the most important marketing statistics.
The days of car salespeople yelling at you through the television are over. TV ads, newsletters, and mailers aren’t measurable with the same accuracy as digital marketing strategies. Still, it’s important to know which statistics are most important and what they mean. When you understand your reports and what each item tells you, you’ll know when your automotive digital marketing strategies are performing well for you.
Here are several statistics to pay attention to for the best ROI.
Buyer Visits
Are car buyers visiting your online website? Visits are a simple statistic and one of the most important in your goal to close sales. The average car buyer only visits two dealerships before making a purchase. If you can get buyers to visit your site and then come to your physical location, you should have a 50% chance of being the dealership they buy from. To attract shoppers, you’ve got to offer them something that captures their attention, including the right vehicle for them.
Digital is the first source of information
Why is your automotive digital marketing strategy important? Shoppers begin their search for the next vehicle online and use digital as a source of information before making a buying decision. To reach shoppers who will buy from you, it’s imperative that you have an excellent online presence for them to complete their shopping experience. Your digital marketing efforts will help buyers understand what you offer and narrow their choices down to you or other dealerships for their two visits.
Vehicle presentation is key
Shopping for the right vehicle often consists of an average of 3.7 brands. Most shoppers will begin with brands they are familiar with if they have had positive experiences with that brand in the past. The first part of the shopping experience is figuring out which type of vehicle is best for that shopper. This means you’ve got to present the right information about a vehicle to ensure your potential customers see that you have the products they want to buy. Hooking your customers early with the right vehicles gives your dealership a huge advantage.
Search is huge
Like anything else in our modern-day lives, using search tools to find the products and services we want is a huge part of shopping. Paid search is critical for grabbing the attention of your potential customers. These paid search results could land your dealership’s website at the top of the search pages based on certain keywords. If you want to be seen by your customers, you’ve got to be at or near the top of the search pages.
The service department matters
It might seem counterintuitive that car shoppers would ship for service, parts, and maintenance, but that’s the case. Almost 25% of all automotive searches involve the service department at your dealership. When customers visit your service department, they expect to have a good experience. Customers who are shown the service department while shopping for a vehicle are 1.5 times more likely to return to the dealership for service after the purchase. These shoppers are also more likely to buy from your dealership if they have had a good experience with your service team.
Local and mobile searches are growing
Your automotive digital marketing strategies must include local and mobile search aspects to ensure your shoppers will find you. Your car dealership location is a physical space that serves the local area, not the entire country. Local searches on mobile devices are growing 50% faster than other types of searches. The local search results are being presented to users below the paid search ads using information from the linked Google My Business pages. If your dealership information is missing, customers won’t find your website during their searches.
Video is extremely important
More than 40% of all car shoppers who watch a video about cars or trucks visit that dealership if it’s a local dealer. More than one-third of all users search for videos on YouTube to learn more about the vehicles they might want to buy from you. More users than ever watch videos to learn how to perform maintenance, complete tasks, or gain advice regarding activities they want to enjoy. Instead of posting ads on TV, these ads could offer better results when presented on YouTube and linked across your social media platforms.
Use these statistics to create impressive and impactful automotive digital marketing campaigns to increase sales and visibility to your customer base.
