Monday, June 23, 2014

How Your Dealership Can Catch Quality Leads This Summer

Fish
Author A.K Best once said, "The fishing was good; it was the catching that was bad."

This is a struggle anglers and marketers have in common. Sometimes avid fishermen purchase top-quality bait but don't catch a single fish, and sometimes marketers invest heavily in marketing campaigns that don't generate leads.

Dealerships have it especially hard. Dealer Marketing Magazine reported that search engine marketing represents 55 percent of the average dealer's ad spend, but they don't always get the results they want.

They're finding that online advertising strategies, much like the river, are subject to change and they need to know where to catch target customers. Here are a few fishing tips your dealership can use to reel in some big sales this summer.

Set the Bait


If you want to spark consumers' interest in your dealership, dangle some enticing deals on the end of your hook (and make sure you're advertising these offers through the right mediums). When a customer is browsing through your content and requests information about those great deals, take action!

Grab your leads' attention by calling them back as soon as they submit a form requesting more information. If you act fast, you might even catch them before they've left your site! Proactively responding to your leads will not only make a good impression on your leads but also help you gather valuable information about your prospects' needs.

 

Hook the Customer


There's nothing worse than hooking a customer (or a fish) and having your line snap. After the prospect has reached out to your dealership, it's important that you provide adequate service and guide leads through the buying process. To prevent your line from snapping, try monitoring calls for any mishaps that could make your prospect pull away.

Reviewing calls will help keep your employees accountable and give you a better understanding of when you may be missing opportunities to hook your leads. (If you don't have the time, we can do it for you!)

Reel Them In


After you plant your hook, start reeling. Try sending an invitation to the prospect inviting them to stop into the dealership for a special deal. Make your call to action clear in your communication (e.g., by scheduling an exact meeting time with the prospect).

To make the meeting more personalized, fill your team in on the prospect's lead journey and what types of vehicles and features they're interested in. From that point on, it's all about great customer service and a friendly, helpful approach.

When it comes to catching a new customer, analytics, lead nurturing and lead management are sure to keep your prospects biting. Want more tips about how to keep your leads on the hook? Check out our promotional ideas to steer leads into your dealership.