HOW SMALL AUTO DEALERS CAN CHALLENGE TO BIG FRANCHISES?

Smaller dealerships have always had problems competing with larger franchises armed with a sizeable staff. To challenge their rivals in 2020, smaller dealers need to invest in a digital marketing strategy. Without a digital presence, you are simply missing out on a key audience. Our data shows consumers now spend 61% of the car buying process online.

Smaller car dealers typically spend their marketing and advertising budget on traditional spots such as billboards, radio, and television. These old tactics no longer have the audience reach to justify their expensive price tag. Digital campaigns have a much larger impact for a cheaper price.

1. Manage Your Reputation.

More than half (59%) of shoppers state that reputation is the single most important factor when choosing a dealership to work with. That means a dealer’s reputation is more valuable than convenience, brand, or even price. As a result, whether and how you respond to reviews is essential as shoppers’ trust in and reliance on online reviews continues to grow.

2. Maintain an Immaculate Digital Storefront.

A dealer’s website should be as crisp as their physical showroom. Insist on consistent messaging and a well-designed appearance throughout your site.

3. Don’t Neglect Your Inventory Pages.

To deliver consumers a more consistent and streamlined journey to purchase, equip inventory pages with the option to start transactions online using features such as valuation tools, available research information, and pricing specifics.

Facilitating a faster path to purchase starts with including information on vehicle deals rather than solely presenting the vehicle details.

4. Ask for Help.

There is tremendous power in digital marketing throughout the automotive industry at the moment, but it takes time and effort to accomplish a solid digital campaign. Smaller franchised dealers should consider starting a partnership with a third-party expert who can do the majority of the work for them.

Remember, it’s a team effort. And, like any great team, it’s important to play to each other’s strengths.

A dealership staff knows the automotive industry, their market and business, and how to move inventory better than almost anyone. Similarly, a digital marketing expert can help present that business’s website in the most compelling manner. By hiring a third party to focus on the digital side of your business, you enable your staff to focus more of their energy on selling vehicles and less time worrying about marketing tactics.

If done correctly, the proper digital strategy can help drive consumer engagement and dealership profitability. Leveraging digital experts and an online platform may be the missing link to growing any small business. Smaller dealers should give serious thought as to whether it’s time to unlock it. Doing so will undoubtedly help your business give the larger chains a run for their money.