Auto Dealership Marketing Online and Offline: From Social Media to Direct Mail

Auto Dealership Marketing

Running an auto dealership is an extremely competitive business with competitors usually within close distance to your location. Because of this, you can start to cancel one another out when just relying on overly basic advertising. If you think you’ll automatically attract customers by being randomly discovered in the phone book or a simple newspaper ad, you’re playing risk.

Auto dealership marketing has a lot of other options in both the online and offline worlds. Many marketing experts recommend you should do a little of both, sometimes as follow-ups to one another.

For example, most people looking to buy a car look online first before even visiting an auto dealership in person. With this in mind, consider what you can do with offline marketing when you already know what a potential car buyer is interested in.

All of this pertains to reaching car buyers through everything from your website, social media, to the never-ending process of direct mail.

Let’s look at how this tie together.

Upping Your Social Media Presence

One of the best places to get started in your marketing is on social media. Here, you can do everything from promoting content to starting conversations. There isn’t any better way to capture leads this way and then take them through the marketing funnel to visiting your dealership in person.

What’s important to remember is you shouldn’t try to market yourself on every social media channel available. You’re only going to spread yourself too thin and not be able to target your most important customer base.

Study some analytics on where your most typical buyers hang out on social media. Once there, post engaging content, and start conversations. It’s easy to do the latter on Twitter with a hashtag search.

After gaining followers, they’ll see your content every day in their feeds and respond to automotive deals you post.

Providing Informative Content on Your Website

If you haven’t updated your site in a while, you need to do it now. You have to make yourself appear you’re an authority in the auto industry and not just following the leads of other prominent local dealers.

The best way to do this is through informative content on your site. Videos are common, though it’s the best way to help visitors get a visual sense of the cars you sell. This also brings a way to help learn about a car’s background and the performance level.

Providing automotive tips is another extremely valuable content technique. You can include these through blogs, infographics, or through other means to persuade visitors to sign up for a newsletter.

Email Marketing

Creating content your audience can’t find anywhere else helps inspire them to sign up for an emailed newsletter you put together. First, you have to prove the content you send isn’t available anywhere else online. You can prove this by posting a short content preview on your site to entice visitors to sign up.

For instance, maybe you can provide specialized repair tips on specific car models you sell. This is something truly exclusive that could interest many who constantly try to find this information online.

Even after someone buys a car from you, maintaining an email marketing presence keeps you in a customer’s mind to recommend to others.

Direct Mail

You have numerous options when marketing by direct mail, which is something never wavering in our digital age. The possibilities are endless, whether sending a buyback letter, information on model releases, financing offers, or a mere congratulations note.

In the latter case, you’ll personalize your customer communications so you nurture loyalty. Even sending birthday or anniversary greetings via direct mail is an excellent way to stay top of mind periodically through the year.


Author: Pete Maclnnis

Author Bio: Pete brings over 40 years of experience in automotive finance and technology as Founder and CEO of eLEND Solutions™. Founded in 2003 as DealerCentric, Pete is leading the company’s evolution to an automotive FinTech company that specializes in digital credit and finance solutions designed to create a more efficient vehicle purchase process for the retail automotive industry.

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