Digital marketing at the service of automotive professionals
MyDigipal is a digital marketing agency specialized in the automotive sector. Working directly with retailers and manufacturers, MyDigipal develops digital campaigns using new technologies to generate more retail sales. Paul André, founder and CEO of MyDigipal, explains in detail the challenges of digital marketing in the automotive industry.
What Are Digital Marketing Services For The Automotive Industry In 2022?
First there is Google Ads Search. Paid referencing consists of increasing dealer website visibility when a user performs a Google search showing interest in an automotive project. In order to capture inquiries with high revenue potential, it is better to organize your account structure by business goals. For example :
- brand campaigns (Ford, BMW, Volvo, etc.) Bringing together the brands and models we want to promote;
- Generic Campaigns to cover less specific inquiries (“buy a used car”, “car dealership + place name”, etc.).
It’s important to write personalized ads that reinforce the local aspect. The goal is to encourage the user to click on the ad after making their request. Another useful tool is SEO. It improves online presence without having to spend media budget on Google. Consider this channel “free” in terms of cost, but intense in terms of effort and knowledge required.
Parallel to, Google Ads (Display) and YouTube Ads (Video) tools are helpful to generate many clicks for little budget. It also improves awareness of the brand, a model, a concession or an event. Google and YouTube also offer advanced targeting methods to focus budget on users with a current automotive project.
Finally, as the consumption of video content is constantly changing, it is important to alternate the content formats promoted to the target audience by creating different banners, videos and other eye-catching formats.
How can social networks also help automotive professionals?
A dealership can use many social networks to conduct high-quality targeting and promotion of its inventory. However, the goals and characteristics of social networks differ. For this reason, it is important to carefully consider the choice of reason before launching any digital marketing campaign.
What are the main steps to setting up a social media campaign?
First we have to define the target group, that is, to find users who show interest in an automotive project. They are identifiable thanks to targeting techniques provided by the network. Then place at Creation of content for advertisements. The choice is wide: carousel, static image, GIF, video… It’s essential to have it catchy content and create several variationsso you can test what works best. Text content is also important as it entices the user to click on the ad.
There is advanced technology that makes it possible synchronize your vehicle inventory with social networks to make automated distribution to qualified audiences. This method is called Dynamic Facebook Ads and produces remarkable performance in all types of car dealerships.
Have merchant tracking/reporting requests evolved?
The advantage of digital is that you can Track everything with great precision : the number of people who saw the ad, the number of people who clicked on it, what internet users did after arriving on the site, the number of leads, people who went to the dealer, etc. .
In recent months, some traders wanted to go even further to get 360° visibility on digital campaigns. We then developed a tracking solution to know the actions of each lead from a sales perspective.
You will find out how many leads were converted into appointments with the dealer, how many of these appointments led to a sale and the amount generated. Amounts are then reassembled in the digital channels.
In summary, marketing success for a dealership requires a presence in organic/paid referencing, a powerful social media strategy, as well as in-depth tracking to get better optimize the return on investment.