Automotive Marketing: 4 Strategies to Drive Leads on Mobile
The shift to mobile is happening and there is no doubt that consumers are making most of their purchasing decisions based on searches from their mobile device. According to a U.S. study, 4 out of 5 car shoppers use their phones in the purchasing process, and 63% of shoppers are still shopping on mobile while at a dealership. With 86% of consumer research being done online, how does your dealership stand out in a mobile-driven world? Here are some mobile-driven strategies to help your dealership win mobile moments.
1. Calls are the Most Important Conversions
Before shoppers visit a dealership in-person, they’re likely going to make a phone call instead of using email, chat, text, or social media. 60% of car shoppers would use a “call” button if it were available in a search ad. Call extensions should be a standard feature to your mobile ads, but making sure your call extensions are running during your operating hours, and are tracking Call Forwarding numbers will drive your dealership phone leads.
Optimizing your mobile site to allow phone calls can also increase your dealership’s mobile performance. If you are only tracking form completions from your mobile site, you could be missing half of your website conversions.
2. Target Automotive Keyword Trends with Mobile Ads
Thanks to search term reports, marketers have easy access to the search terms that are rising in the mobile landscape. Since 2015, there have been two keyword trends that are increasing in popularity in mobile auctions:
- Price Searches: more shoppers are searching for the prices of their vehicle of interest on mobile. By targeting “MSRP” and price keywords, you can help shoppers make quick decisions regarding the vehicle they’d like to purchase.
- Near Me Searches: 80% of searches for “car dealership near me” were made on mobile. By enabling location extensions, you can appear on the top results for shoppers looking for the nearest location to them.
3. Target On-the-Lot Shoppers
Shoppers carry their mobile phones everywhere they go. Even once a shopper arrives at the lot, they are still comparing price and inventory with other local dealerships. Here are the strategies you should use to target on-the-lot shoppers:
- Run geotargeted ads for your dealership, and your competitors
- Use ad copy emphasizing savings and inventory
- Include call extensions so customers can quickly connect with your team
4. The Power of Facebook
Canadians spend one out of every four minutes of their time spent on mobile surfing Facebook and Instagram. Facebook is effective in the consideration phase of the customer journey since targeting includes options such as vehicles of interest, current vehicle, life events, and many more. Utilize Facebook ad formats and targeting to reach your customers where they are the most.
Mobile marketing can provide your dealership with plenty of strategies to drive sales offline. Don’t let your dealership fall behind on the shift and contact the experts at Strathcom Media at 1 (888) 914-1444.
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