In an ever-changing digital landscape, sales teams must constantly refine their strategies for prospect marketing in the auto industry. Establishing the proper steps to implement at the right time is critical to reaching target audiences.  

However, the means to that end are not always straightforward and change from time to time, and dealers must always look for new and compelling ways to engage those high-quality leads. 

This article outlines five steps dealers might take to bolster their prospect marketing strategies. 

5 Steps to Prospect Marketing in the Auto Industry 

1. Start a Blog 

Blogging is an easy and effective way to show automotive expertise while offering website visitors helpful advice and insights. They can even drive traffic from search engine results pages to the dealership website if written often and with an SEO (Search Engine Optimization) focus.  

Dealers should avoid specific topics that attract only a tiny slice of the target audience. Instead, they might focus on general informational issues that reach a broader audience.  

Those topics might include: 

• How to improve gas mileage 
• The best time of year to buy a new car 
• The necessary steps to winterize a vehicle 
• How to cut insurance costs 

The blog writers should include a “call to action” link to the contact page or sign-up form where readers can supply their contact information and subscribe to email lists. 

2. Include Digital Ads 

Dealers might also incorporate digital advertisements into their marketing campaigns, which allow for more precise targeting than traditional methods. For instance, a dealer might target residents in a specific location while also focusing on:  

• Age 
• Income 
• Gender 
• Interests 
• Website search history 

Higher degrees of targeting result in higher quality leads. Only prospects interested in that dealer’s inventory or fixed op services will see these advertisements. 

3. Establish a Social Media Presence  

For dealerships, the internet has evolved into a hub where they can interact with new customers and support ties with current ones through social media. Dealers can reach more potential customers and provide them with the choice to reply directly to posts. 

These websites include: 

• LinkedIn 
• Facebook 
• Twitter 
• Instagram 

Like the business’ website, dealers must often update social media platforms to keep relevant content and establish an authentic presence. Dealers might also consider dedicating personnel (resources allowing) to monitor and maintain the websites and social media platforms. 

4. Reach Out to Previous Customers 

Reaching out to previous buyers can be an excellent strategy for finding fresh auto sales leads. However, dealers might consider approaching these conversations less like a “hard sell” and more like an opportunity to improve the customer experience. 

This strategy might entail a satisfaction survey that helps sales reps: 

1. Address any issues the customer experienced during the original purchase process; and  

2. Bring the dealership to the forefront of the customer’s mind, especially if they are in the market for a new car. 

Providing a survey offers more credibility than a cold call. The sales rep is not simply looking for a new lead but also taking customer feedback to heart. 

During the conversation, the sales rep could also inquire whether the customer’s family or friends are considering purchases and offer a referral perk to those who do. Referral and loyalty programs can often entice customers to help dealers drum up business. 

5. Design an Email Campaign 

Email marketing campaigns can be a great approach to increase sales and prove an asset for any dealership. When executed appropriately, dealers can benefit from these tactics by: 

• Developing personal connections with customers 
• Boosting customer retention rates 
• Building brand trust as an industry authority 

However, dealers must be strategic and selective about what they send and when. An email barrage can prompt potential consumers to completely disregard a dealership’s mailings, forcing them to miss enticing offers.  

As such, dealers might consider reserving email communications for occasions such as promoting special or seasonal deals and supplying valuable information linked to website blogs. 

Effective Prospect Marketing Requires the Best Software 

The steps mentioned above combine to form a successful approach to prospect marketing in the auto industry. They can help you establish your dealership as an authority in the eyes of potential customers, influencing their decision when choosing a dealership with whom to do business. 

However, fully leveraging these strategies requires targeting software that finds the best prospects for the vehicles and services you have to offer. 

Contact us today and discover how Affinitiv’s Conquest can help your dealership target and create personalized marketing campaigns for high-quality prospects.