In the highly complex and ultra-competitive automotive industry, digital marketing is key in helping you find the car buyers you’re looking for. A comprehensive internet marketing strategy is a great way to overcome the particular difficulties of marketing in the automotive space.
Overcoming the Competition
As with any industry, one of the greatest challenges automotive marketers face is competition. However, the automotive industry is unique in that, while you’re competing against other brands, you also face internal competitors. Competition can come from within your own family of brands, as well as your Tier 2 support, such as dealerships or regional campaigns.
The most important goal of marketing in the auto space is to be present with the right message to the right people in the right phase of the car buying cycle. To successfully navigate the complexities of Tiers 1, 2, and 3 in this market, one tactic is especially vital: coordination. By coordinating with your family of brands when bidding on search terms, you can ensure your marketing efforts are working as hard as they can to bring the right customers to your site.
In the modern age, most products can be purchased online. However, you can’t buy a new car on the Internet (yet). That means dealerships often utilize a variety of digital marketing tactics, including PPC, SEO, and social media, to attract potential car buyers to their locations. Again, coordination is key for ensuring your campaigns are targeted to the right users. It’s about determining user intent based on search queries, and targeting potential customers in the right step of the sales process.
To build a strong SEO campaign that’s effective in the automotive space, it’s important to understand how each tier aligns with the car buyer’s journey and what tactics will connect them with OEMs and dealers at the right moments.
Your PPC, SEO, and social media marketing efforts should complement each other, but avoid inundating users with the same repeated message. Choose similar themes across channels, but give each campaign its own unique voice. Social can be a perfect channel for targeting existing owners of your brand with exclusive offers, community events, and viral content.
Contact us today to learn how to develop an effective digital strategy that will reel in buyers and make your marketing dollars go further.