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How to Boost Dealer Sales Using Digital Marketing Techniques

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When looking for information, products, or services, the internet is the obvious place to turn. Salespeople want potential customers to find their website, browse their inventory, and contact them—not a competitor.

By implementing these online marketing strategies, your dealers can guarantee their prospects will become customers and increase their sales.

Update Your Website
Nearly 60% of searches are now coming from mobile devices, so having a mobile-optimized responsive website is critical for dealers to maintain a successful digital presence. Once a customer is on a dealer’s site, do they capture their information? Your dealer’s website (beyond the leads the manufacturer should send them) should be the top source for generating new leads and driving sales. 

Dealer websites should be:

  • Driving Qualified Website Traffic
  • Converting Leads
  • Driving Showroom Visits
  • Selling More Products

The goal of SEO, or search engine optimization, is to boost a website to the top of search engine results, like Google, when someone searches for a relevant term. A dealership’s website should be optimized for search.                                                                                                                                                                                                                                                                                                                                                                                                                               

SEO relies on a proven combination of techniques including:

  • Incorporating high-ranking keywords into the content on the site
  • Adding descriptive page titles and descriptions to each page on the site
  • Updating the site frequently to ensure fresh content
  • Getting links to the site from other high-quality sites

Be sure dealers also claim their Google My Business listing and update their profile with key information about their boat dealership. This will help them be more findable to a more local, targeted audience.

Marketing Automation
Connecting with customers in the right place with the right message at the right time is critical to marketing success. Marketing Automation software helps marketing teams automate personalized communication campaigns, generate/nurture leads, and qualify sales-ready contacts.

Nurture Emails
Generate higher ROI by connecting effectively with online leads and staying in touch with current customers through personalized e-mail messages and targeted promotions based on their history and preferences. By consistently providing helpful and interesting content to your audience you will be first in mind when they are ready to buy again.

Display Advertising
Strategically targeted campaigns deliver impactful inventory ads to potential buyers virtually everywhere they travel online, influencing their decisions and driving them to your showroom. Your dealers can expand their digital reach with ads on Facebook and Google, and with website retargeting ads.

Display advertising can help dealers:

  • Connect with consumers while they are researching the dealership.
  • Engage new consumers before the search.
  • Stay top of mind with consumers after they visit a dealer’s website.
  • Target by demographics, location, interests, and finances.

SMS Marketing
SMS Marketing is an advertising channel that allows businesses to advertise, promote, and engage with their audience through text messaging on their phones. SMS Marketing can help announce promotions, deals, and new inventory all while engaging new and existing customer building positive customer relations.

The benefits text message marketing has over traditional forms of marketing are:

  • Texts are a personal way of communication.
  • SMS messages have a 98% open rate.
  • Since consumers always have their phone, your message will be read in minutes.

Social Media
Social media is a great outlet to connect with untapped buyers. Facebook is usually one of the first places consumers research your dealers online. The people who visit their social media accounts may be looking to buy very soon, or they may be doing preliminary research. If you’re present on these networks, you present the customer an opportunity to ask questions about products or services, research your company, and learn more about what your dealer has to offer.

Dealer social media channels should focus on:

Facebook –the first place your consumer base will look on social media. If you only use one form of social media, Facebook is the channel to put your efforts into. It’s great for showcasing inventory, events, service tips, specials and more.

Instagram –a picture based mobile only social channel. This is great for showcasing high quality photos of your inventory.

Google+ - helps with your SEO and search rankings.

Youtube –the best place to post videos, such as boat walkthroughs or demos out on the water.

As a manufacturer, you can help manage your dealers’ digital marketing presence with a comparative digital audit. Contact us to learn more about this service.