{"id":199299,"date":"2020-12-09T09:00:03","date_gmt":"2020-12-09T14:00:03","guid":{"rendered":"https:\/\/www.autoraptor.com\/?p=199299"},"modified":"2020-12-09T09:00:03","modified_gmt":"2020-12-09T14:00:03","slug":"auto-dealership-marketing-a-bdc-managers-guide-to-sales-during-covid-19","status":"publish","type":"post","link":"https:\/\/www.autoraptor.com\/blog\/auto-dealership-marketing-a-bdc-managers-guide-to-sales-during-covid-19\/","title":{"rendered":"Auto Dealership Marketing: A BDC Manager\u2019s Guide to Sales During COVID-19"},"content":{"rendered":"

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The pandemic has changed the auto industry as we know it. That means it’s time for a new approach to auto dealership marketing to generate more sales.<\/span><\/h2>\n

When COVID-19 first hit, it took most businesses a few months to figure out how to stay successful during nationwide shut-downs and economic upheaval. As the summer wore on and we learned more, the world stabilized a little, which helped some struggling businesses get back on track, but it wasn\u2019t enough. Shifting a business model to increase sales is one thing. However, without refining auto dealership marketing strategies, you likely still aren\u2019t selling as much as you could otherwise.<\/span><\/p>\n

Historically, car-buying was almost exclusively an in-person experience. When COVID-19 hit, one of the only ways for\u00a0<\/span>car sellers to succeed<\/span><\/a>\u00a0was to embrace digital sales. Doing so, however, also requires a digital-first approach to auto dealership marketing.<\/span><\/p>\n

Fortunately, it\u2019s not too late to shift, nor is it too late to adjust your approach if you\u2019ve already shifted. Here are some tips on fully leveraging your auto dealership marketing and churning out the sales you and your team are capable of.<\/span><\/p>\n

5 Ways your auto dealership marketing can use technology to pave a new road to more sales<\/h3>\n

1. Enhance social media presence<\/strong><\/p>\n

We\u2019ve known for years that social media marketing is a significant player in connecting brands with their customers. In a pandemic world, however, social media advertising and outreach are even more critical. Why? Because in an industry like auto sales, social media is one of the closest things you can get to in-person interactions. It\u2019s not a perfect replacement, for sure. Still, social channels have proven a reasonable substitute while the traditional way of doing things is on hold, especially in auto dealership marketing.<\/span><\/p>\n

Using popular platforms like Facebook and Instagram allows you to connect and interact with customers without anyone needing to meet face-to-face. You can showcase your inventory and answer questions, not to mention that getting involved in people\u2019s social feeds can give you a lot of information about your audiences. If this sounds suspect to you, consider this:\u00a0<\/span>82% of dealers expect to rely heavily on these social platforms<\/span><\/a>\u00a0at least for the remainder of 2020, if not beyond. (By contrast, only 33% expect to use traditional broadcast advertising.)<\/span><\/p>\n

2. Selling more than cars<\/strong><\/p>\n

While not explicitly related to digital, it\u2019s more important now than ever to remember that you\u2019re not just selling cars. You\u2019re selling an experience. You\u2019re selling safety. When you look at your auto dealership marketing strategy, does it involve promoting the safety measures your business is taking? It should. After all, people will readily understand that you sell cars if they don\u2019t know you already. What people want today are assurances\u2014or the best we can give\u2014that they\u2019ll be as safe as possible when they engage with you. Advertise what you\u2019re doing to keep your cars clean. Tell people about all the\u00a0<\/span>contactless services<\/span><\/a>\u00a0you offer. Elaborate on how you\u2019re keeping your own employees safe. The safer someone feels, the more likely they\u2019ll become a customer at some point. (Also worth noting: If you\u2019re a BDC manager, more than cars, your selling meetings with sales managers. Get that foot in the door, and you\u2019ve surmounted the most challenging obstacle already.)<\/span><\/p>\n

3. Leverage technology and data<\/strong><\/p>\n

One of the first elements of digital auto dealership marketing that wowed businesses was the ability to track and analyze data. With a platform like AutoRaptor, you can measure how successful your campaigns are, what\u2019s working and what isn\u2019t, and then shift your strategy depending on the results. Maybe Instagram isn\u2019t the best platform for your dealership? Or perhaps some content worked better in one place than it did in another? Accurate data can tell many useful stories for selling during the pandemic. However, you\u2019ll still need to do the heavy lifting of running reports and understanding the narratives that the data show.<\/span><\/p>\n

4. Expand your markets<\/strong><\/p>\n

One of the benefits of the forced-digital approach to car sales is that there\u2019s less incentive to focus only on your local market. Create an auto dealership marketing plan that stretches beyond the geographic boundaries of the in-person world. As long as you can get the vehicle to the buyer, there\u2019s no geographic limit to your reach, which significantly expands your potential customer base.<\/span><\/p>\n

5. Follow-up is not optional<\/strong><\/p>\n

Finally, boost your follow-up efforts, even if they were pretty good before. Use email and<\/span>\u00a0text technology<\/span><\/a>\u00a0to connect and interact with customers. Now more than ever, you want customers to remember you\u2014you want to be the first dealer to come to mind when they have a need. When you implement your new bulletproof auto dealership marketing strategy, getting the word out can only do so much; interaction is ultimately what will lead to a sale.<\/span><\/p>\n

Your auto dealership marketing is in new territory, but that means everyone is on the same page. When you start taking advantage of technology, you have a chance to be the most-preferred dealer around.<\/span><\/p>\n