If you’re going to compete in today’s online marketplace, you need to get the most out of every digital advertising dollar spent. While there is no substitute for experience, these five tips will get you started on stretching that money to reach as many potential customers as possible.
1. Data and analytics
The easiest trap to fall into is assuming you know something that you don’t know. The best way to keep yourself honest is to check in with your analytics as much as possible. You’ll get hard data on what’s working and what isn’t.
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2. Know your audience
Who buys the cars you sell? It’s a simple question, but an important one. A dealership selling family SUVs needs a fundamentally different advertising approach than one selling high-end sports cars. You need to craft your message to your audience.
Take some time to assess your customer base. The more you know about who buys your cars, the better able you will be to craft a message that resonates with them.
If you’re going to compete in today’s online marketplace, you need to get the most out of every digital advertising dollar spent.
3. Social media
Nothing stretches a budget as much as something that’s free. Social media fits the bill, and if you aren’t on at least three of the big platforms, you’re doing your store a disservice.
The challenge with social media is that there is a bad ratio of noise to signal. Hire a social media manager to grow your following, craft and schedule your posts, so you don’t get lost in the noise.
4. SEO is the name of the game
Nothing helps your digital presence as much as SEO. SEO is a complicated process, and it’s important to remember that it is a process rather than an end goal. You should always be updating your site to take advantage of the changes in search engine algorithms.
Tackling SEO requires an expert touch, and your best bet is heading to DealerOn.com for a free demo. The second best thing you can do is look in the archives for extensive articles on the subject.
5. Branding
Your branding is as unique as you are, but keep it consistent. Message, logo, and look must be constant across every platform.
When designing your branding, think about the kind of store you are, what experience you offer, the vehicles you sell, and who you sell them to. This can help you create a basic idea that will naturally stretch across multiple platforms and help your customers connect to you.
If you follow these five tips, your digital ad spending will go farther than ever before.
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I find that social media presence is probably the most critical of these points. Massaging a customer base is quite the artform and first impressions are everything. Social media is the way to make that first impression but it has to be done with class and tact. Additionally, another thing that could help maximize ad spending is to create strategic partnerships with other companies and utilize advertising across both company platforms.