A long time ago, dealerships relied on cold calls and paid ads to promote their services and products, but no longer. Now, with everyone relying on digital platforms for shopping needs and information, it’s time to get with the times and establish an online presence for your dealership. So how would your dealership go about doing that? Enter inbound marketing.
What Is Inbound Marketing?
Inbound marketing is a digital marketing tactic that focuses on drawing consumers to your dealership’s website with quality online content. This means everything you post on your website should be original and shareable. Most importantly, everything has to be something your customers want to read.
People don’t want to hear a sales pitch while they’re online. According to Ispos in North America, 65% would prefer to visit sites for information on products they’re interested in purchasing, including vehicles. While this doesn’t seem like good news, inbound marketing can help.
When you implement inbound marketing for your dealership, you’ll be able to give your readers what they want while still promoting your dealership.
However, since Google ranks sales-heavy content lower on their search engine results pages (SERPs) to better provide users with the accurate information they need, you’ll have to keep the sales pitches in your digital content subtle.
Blogs and website copy that focus on educating your audience rather than selling your inventory will ensure that your dealership’s website ranks higher on SERPs. Plus they’ll help you to set yourself apart from the competition as a thought leader, which could equal more organic traffic, more leads, and more sales.
So how can your dealership create online content that entertains, educates, and boosts your website traffic? According to Christopher Wirth, FullThrottle’s Inbound Marketing Team Lead, it starts with getting to know your audience. “To create quality blog content, you need to know who you’re targeting, what information they’re looking for, and what their pain points are,” Wirth says. “Once you do that, you’ll have an easier time creating remarkable content tailored to your target customers.”
For example, if you’re a Subaru dealership in Upstate New York, you can create a blog highlighting some of the best Subaru models for winter weather conditions.
Why You Need Inbound Marketing
While inbound marketing is a relatively new tactic for dealerships, it’s quickly becoming one of the most essential aspects of modern marketing.
Why? Because it works.
In fact, according HubSpot, businesses get 54% more lead generations with inbound marketing tactics than traditional paid marketing. On top of that, they report that 79% of businesses that prioritized blogging are 13 times more likely to get a positive ROI for inbound marketing.
More importantly, however, inbound marketing will help to expand your services and ensure customer satisfaction beyond the showroom. As a result, you’ll be able to ensure that they have a positive experience with your dealership early on that they’ll remember. So when they’re ready to buy a car, they’re more likely to choose your dealership.
In today’s technologically driven world, inbound marketing is proving to be one of the best ways to help your dealership achieve a prominent digital presence to ensure success both online and in your showroom.
If you want to learn more about how inbound marketing can benefit your dealership’s digital marketing campaign, sign up for a free demo.
All the best, Jennica
—Jennica Torio is an Inbound Marketing Copywriter at FullThrottle.