6 Dealership Marketing Strategies to Reach Online Car Shoppers

The ways consumers research, choose, and purchase vehicles continue to evolve and shift dramatically.

Today, 95% of vehicle buyers use online channels as a source of information. In fact, twice as many start their research online versus visiting a dealer. 

For dealerships, adapting to this digital landscape isn’t just beneficial—it’s essential. So, how can you leverage digital strategies to drive more sales? Let’s explore.

6 Dealership Marketing Strategies to Reach Online Car Shoppers 

1. VIN-Driven Auto Data 

Auto data is a great way for your dealership to create highly intentional marketing campaigns. 

91% of marketers believe data-driven marketing is crucial for success. 

Use detailed vehicle information to create outreach that goes above and beyond generic advertising with an understanding of the make, model, year, and even specific features that are derived from VINs. 

You can pull segments from your audience, targeting individuals who own specific vehicle types with relevant offers, personalized service reminders, trade-in incentives, or your current promotions for accessories that are compatible with their vehicle. 

More so, when you combine VIN data with demographic and behavioral insights you can deliver very specific messages to your customers, across multiple channels. 

2. Include New Movers 

A new move is an extremely pivotal time, so it should come as no surprise that such a big life event acts as a catalyst for many new changes and purchases to follow. 

On average, new movers spend $8,068 within the first year of moving. 

New movers are known for their incredible spending, and defined by a need for all-things-new, which includes vehicles. In a recent study, automobiles and auto services were among the top areas that new movers are spending their money – with many of them finding dealerships and repair shops before they even make their move. 

It is crucial to include personalized campaigns, geared toward new residents, at all phases of their moving journey. As many as 64% of new movers reported purchasing items before move-in. So, keep in mind, these shoppers are bursting at the seams with intent, so being ahead of the competition is the way to go – the timelier, the better. 

New Mover Audience Tips for Car Dealerships: 

• Be timely and relevant: New movers have many decisions to make, and are actively in search of new products and services, so it’s crucial to connect with them as soon as possible. 

• Tailored messaging: welcome them and also highlight how your dealership can help them with their transportation needs. For example, you could offer relevant information, such as driving conditions for the area, vehicle options suitable for the local terrain and weather, or information about service and maintenance. 

• Specialized offers: Offer a special discount or package for new residents. 

• Segmentation: Divide new movers into groups based on factors like Family size or income level. 

3. Reach Car Shoppers with Social Media Advertising 

According to the CMO Council, 1 in 4 car buyers talk about buying a new car on social media and 38% say they will consult social sites before they purchase a vehicle. 

Platforms like Facebook and Instagram offer an array of targeting options and ad formats that allow you to display your ads to specific demographics based on age, location, interests, and more. Create social media advertising using captivating visuals of your latest vehicles and promotions, you can attract a wider audience. 

Social Media Advertising Tips for Car Dealerships: 

• Use Carousel Ads: Carousel ads let you showcase multiple vehicles or different features of a single vehicle. This format is interactive and provides potential customers with a richer understanding of what you offer. 

• Leverage Video Content: Videos, especially those that depict the car in action or highlight unique features, have higher engagement rates than static images. Consider using videos for test drives, feature highlights, or customer testimonials. 

• Highlight Customer Reviews and Testimonials: Social proof is powerful. Showcase positive reviews or testimonials in your ads to build trust and credibility. 

• Utilize Location-based Targeting: If you have multiple dealership locations, use geo-targeting features to ensure potential buyers see ads relevant to their nearest location. 

4. Utilize Email Marketing 

A well-crafted email campaign can keep your dealership at the top of potential buyers’ minds and maintain your current customers’ loyalty. Regular updates about new inventory, promotions, and dealership events can engage past customers and entice potential ones. 

Email Marketing Tips for Car Dealerships: 

• Use Segmentation to Personalize: It’s important to segment your list to be successful. When you don’t, 74% of customers become frustrated when their email communication experience isn’t personalized.  Consider categories such as new vehicle inquiries, existing vehicle owners, service customers, previous purchasers. 

• Capture Emails and Relevant Data: Use every interaction—be it website visits, social media engagement, showroom visits, or service appointments—to gather email addresses. Additionally, capture preferences, vehicle interests, and purchase history to send personalized content. Supplement your own data with additional automotive marketing data for deeper insights to further personalize your communications. 

• Utilize Automated Campaigns: Use email automation to send email messages that most resonate with your audience. Send a warm welcome email once someone subscribes or makes a purchase. Send automated service reminders for oil changes or tire rotations, or offer special deals or wishes on personal occasions such as birthdays or purchase anniversaries. 

5. Pay-Per-Click (PPC) Advertising 

PPC advertising ensures your dealership appears at the top of search engine results when potential buyers are searching for specific vehicles or dealerships near them. By only paying when someone clicks on your ad, PPC can provide a high ROI. 

According to research, 66% of the automotive calls generated by search engines come from paid search. The other 34% are driven by organic search. 

PPC Advertising Tips for Car Dealerships:

• Use Geo-Targeting: Focus on local PPC ads to reach potential buyers in your immediate vicinity. This ensures your ads are shown to those most likely to visit your showroom. 

• Spend Time on Your Keyword Strategy: Optimize for both broad terms like “new cars” and more specific terms related to your dealership or vehicle models. Don’t forget long-tail keywords like “best SUVs for families.” 

6. Engage with CTV 

According to MNTN, connected TV penetration in the United States hit a record level, with 88 percent of households having at least one internet-enabled TV device. 

Connected TV (CTV) advertising is a great way for you to reach potential buyers, targeting specific audience segments based on demographics, interests, and even their online behavior (such as recent car searches). In other words, your ads will be shown to shoppers who are actively searching for a vehicle. 

Also, CTV provides valuable data and analytics that can enable your team to track campaign performance, measure ROI, and optimize your strategy. 

CTV Marketing Tips for Auto Dealerships: 

• Precise audience targeting: focus on those actively researching vehicles. Leverage data to target specific segments, such as growing families seeking Vans or tech-savvy people looking for the latest upgrades. 

• Include a CTA: interactive elements, like QR codes or clickable links, can help drive immediate engagement and lead your viewers to special landing pages or even a virtual showroom. 

• Strategic retargeting: re-engage viewers who have previously interacted with your ads or visited your dealership’s website. Deliver ads that are specified toward high-intent shoppers, this will encourage them to take the next step. 

Conclusion 

Digital strategies for your dealership marketing aren’t just about attracting eyeballs – they’re about attracting the right eyeballs. By understanding your target audience and leveraging the tools and platforms they use, you can create a powerful digital strategy that drives sales and propels your dealership into the future. 

Need to rev up new car sales? Navigate today’s new economic landscape with tips and strategies from our Automotive Marketing Success Kit.