Modern car buyers don’t start their journey at dealerships. Instead, they head online to learn about their options, compare prices, and identify the best dealerships in their area. Among Americans who bought their last car online, 78% rated their buying experience positively. It also turns out online shoppers are 20% more likely to be satisfied with their purchase, according to data from Progressive. This means that car dealers need to be focused on starting their customer experience far before prospects arrive on their lot and begin leveraging digital marketing strategies to capture interest.

1- Create a Research Hub

Research hubs help boost your dealership’s search engine presence and offer value to leads. You can do in-depth reviews of car models, cover automotive news in your niche, and even offer maintenance tips and comparisons for different models. This will attract more viewers to your site and establish your dealer as a knowledgeable expert.

2- Focus on Social Media

Create social media posts that showcase car features, which will help drive interest toward your dealership. What matters most here is optimizing for local customers because you want to be seen mostly by people near you who are likely to become customers. You can localize your dealership’s social media strategy through local hashtags, geotags, and targeted ads.

3- Offer Incentives

Incentives that offer buyers limited-time offers, extended warranties, or special perks are effective marketing strategies. For example, a Chevy truck dealer may offer first-time buyers their first oil change for free or extend their typical warranty by an additional 10,000 miles. Whatever incentives you choose, be sure to implement them in noticeable places on your site and advertise them on social media.

4- Use Retention Marketing

Retention marketing specializes in maintaining relationships with satisfied customers. Dealerships that go the extra mile to check in on their customers will stand out and generate more word-of-mouth referrals. Consider creating email sequences for customers that send helpful maintenance reminders, car care tips, and anniversary posts. These thoughtful efforts will go a long way in nurturing long-lasting loyalty.

5- Host Events

Use digital marketing to spread the word about test drive events and new model launches, giving local auto enthusiasts and potential customers the chance to come by your dealership. Once they’re there, you can offer refreshments and hand-outs and give customers a chance to connect with salespeople about vehicles.

Use events as an opportunity to gather emails and phone numbers; this will give your sales team the chance to follow up and strategically nurture leads to drive sales.

All the while, it’s important to remember that successful dealership marketing is an ongoing process. There is no immediate solution; instead, you should focus on dedicating at least six to 12 months to building a strong online presence and continually delighting, educating, and entertaining your target audience with content they’re most responsive to.

Working with an automotive digital marketing company could also help you stand out. These experts can take the weight off your shoulders when it comes to running ads, so you can focus more on creating content and delivering an out-of-this-world sales experience.