Within the motor retailing industry, manufacturers have a lengthy list of minimum standards regarding print and online marketing. That dealership showrooms are require to follow. However, it remains rare for manufacturers to enforce standards for outbound digital marketing activity.
With many purchasing decisions now being make digitally. It is increasingly likely that customers’ first impressions of a dealership will be online, raising the question of what digital best practice involves.
Dealerships should work with manufacturers to devise an audience profile for each vehicle range, particularly on Facebook, where advertising is most productive. According to CBT News, social media marketing requires a different mindset for dealerships due to the need to create two-way engagement. This allows them to reach the most appropriate customer prospects in their area. This approach is often use in the motor trade insurance industry; more information on motor trade insurance is available at sites like
It is also imperative for dealerships to follow-up enquiries with any relevant content regarding the car that the customer has enquired about. Even if the sales team may have marked the prospect as ‘lost’. To help achieve this, a CRM system can be useful in sending out tailored content aimed at potential buyers. Whilst sales staff are able to measure each stage’s success. Throughout the follow-up process, generating useful data that helps future adaptations and improvements.
It is also advisable for dealerships to devise a suitable data capture process that can capture the four key areas of data for successful customer marketing. These are MOT date, email address, mobile number and service date, all with customer consent.
Sending timely reminders to customers regarding upcoming MOT and services. In addition to following up on any marketing using the customer’s chosen methods of contact, is another recommended practice. Maintaining an on-brand, professional and timely approach aimed at the appropriate audience.