1. Myth: Sending traffic to the home page of your website is best
Fact: Bounce rates prove otherwise. Sending traffic to the home page of your website is ineffective not only because it is not a great user experience but because you are simply unable to measure which marketing channels and ads are converting. Landing pages with relevant content are essential for highly converting websites.
2. Myth: Your website offers a great user experience
Fact: The average website converts 2%. If only 1 in 50 people that walked onto you lot purchased, how effective would you say your sales people are? Customers don’t want sites that overload them with multiple calls to action, flashing images with pricing, multiple forms to fill out, etc. They want to search, click and find what they are looking for. Don’t make it difficult for your customer, they are only a click away from your competitor! Send them to the pages that are relevant to the message that drove them to the site. Otherwise, you have completely missed the point of a great user experience. Conversion rates don’t lie.
3. Myth: I own my database
Fact: Actually you don’t. Data shows that dealerships have leaks in their database. You never own a customer and if you do, certainly not for life. Customer loyalty is built over time and requires authentic and relevant messaging to engage and maintain the interest of the customer.
4. Myth: One marketing channel is enough. If it works, why multiply efforts?
Fact: Multi-channel automobile marketing, which means using direct mail, emails, sales, pay per click, etc., is the best way to cover all the bases when it comes to advertising. Everyone is different. Some prospects will be influenced by one channel, while others will not be affected at all.
5. Myth: I engage customers through email
Fact: Email is a great way of automobile marketing but engaging requires far more than a one-way message. What is your open rate? What is your click through rate, bounce rate? Sending the same message over and over to the same audience is not engaging. When you segment your list, request interaction and survey your list you will be far better equipped to convert that list into buyers. With today’s technology and the fact that 77% of consumers prefer permission based communication a more effective plan executes, tests, refines and re-executes.
6. Myth: Email is ineffective
Fact: According to the Direct Marketing Association, Email has an average ROI of $44.25 for each dollar spent. 77% of consumers prefer permission based automobile marketing communications over all other channels.
7. Myth: Radio and TV are the most effective automobile marketing mediums
Fact: Radio and TV are great platforms for companies with a large marketing budget because they do reach the highest amount of people. They’re great for raising awareness of your dealership. However, this form of marketing is not targeted. Digital marketing generally allows for more targeted options since you have many more segmentation options to use when advertising.
8. Myth: The less information, the better in automobile marketing
Fact: Today’s buyers want to know everything there is to know about a product before buying. The more information you can share with them about your product the better. This helps position you as the expert your clients will come to again and again.
9. Myth: Advertising with video takes a big budget
Fact: Today, it’s easy to share videos through social media, free of charge, meaning there is no need for a big budget for videos. A short, well-edited tour, shot with a digital camera or tablet, can be effective. If your video is relevant and people enjoy it, they will spread it throughout the social space for you, saving you time and money.
10. Myth: Past customers’ data is not important
Fact: Collecting your past customers’ data is crucial to the development of successful automobile marketing strategies. This is true because past customer data will allow you to build a profile of your ideal prospect.