You’ve set goals for your automotive digital marketing, and you’ve determined what avenues are best to reach those goals. But all of this is going to waste if you don’t know how to reach your target audience. How do you know that you’re reaching the right group of people, those most likely to be interested in your offering?
Use Your Personal Knowledge of Your Audience t
One of the best things you can do is to apply personal knowledge to your audience targeting. You have an idea of your local market, you know how far people are willing to drive for a good deal, and you know the demographics because you likely have reporting that contains this information. So, consider what you know about the makes and models of the autos you sell and compare that to the behavior of the demographics in your region.
In addition, consider your own interests. Based on your age, income, and other factors, where do your interests lie, and what space are you in most frequently? This can help you determine what display spaces you want to hit with your marketing efforts and the types of messages you want to use to target the right audience.
Know Your Competitors
Geofencing is an excellent way to garner interest from in market shoppers, but you have to know where those shoppers can be targeted with digital advertising. Who are your biggest competitors in the market? Targeting consumers who visit your competitors can enhance your ability to convert those people to customers of yours.
Also, considering the habits of those consumers can be lucrative. Do these consumers spend a lot of time at coffee shops? You can target visitors to cafes, bookstores, or other locations that your particular target audience is likely to frequent.
It’s also crucial to pay attention to your market share reports. Who are you losing byers to, and who are you taking buyers from? This information can help you determine what geographic targeting is needed for paid search, social, and display targeting, as well as what messaging you may need to use to draw these consumers back to you.
Uncover Missed Opportunities
Dig deeper and find your missed opportunities. Are you collecting email addresses for targeted email blasts? Have you considered marketing your service department to your previous buyers? Can you match back those who purchased a car from you more than five years ago to offer a trade in?
Seek out the opportunities that allow you to keep loyal customers, as well as to correct those missed opportunities. Just because you didn’t make a sale doesn’t mean you have to lose all the revenue. If you offer something more – valet pickup and return for serviced vehicles or free loaners – you can easily win back a lucrative deal and potentially earn the next sale from that consumer.
Make sure that, as you collect data, you’re mining that data to learn more about who your audience is and where you can take advantage of this knowledge. Your digital advertising budget can have one of the greatest ROIs of any marketing effort, but you have to use it appropriately.
Here are some additional tips:
- Make sure you’re keeping up with your database and using all available marketing reports from the OEM and third-party providers to see where you’re getting the most for your money and where you might need to intensify efforts.
- Know your target audience’s demographics so that you can avoid spending marketing dollars in areas where consumers aren’t likely to be interested in your offering.
- Be sure to track who your competitors are and what they are doing in the market.
- Most of all, trust your instincts. You have a lot of personal knowledge, and you can employ that to make your automotive digital advertising reach the right target audience.
Using these tactics can help you uncover even more information about your target audience as well as opportunities to better appeal to that target audience.
And, if you’re looking for help marketing your dealership, we can help. Contact us to request a Dealer Scorecard, as well as to learn more about what our team can do to build the right solution for you.