Online Consumer’s Thought Process
These days, your clients are more likely tofirst encounter you online. Is stands to reason, then, that your businesses’ online presence (or lack thereof) can play a big role in whether or not a customer chooses to purchase a car from you.
Read on as we take a deep dive into the online consumer’s thought process, and take a look at some strategies you can use to make it easy for potential customers to buy from you.
OK, first things first. they need a car to get to a new job or the tires on the car they do have is bald.
The trick here is to ensure that when that problem or need arises, the customer can easily find your business. One way that businesses are achieving this is by researching both the customer journey and the lifecycle of their own product.
In the automotive industry, it’s worth consideringthe average lifecycle of carsand associated products as well as looking at industry trends to ensure your digital advertising is on point when customers are searching for you. When is your busiest season? Do customers typically flood into your shop in search of snow tires as the cooler months set in? Use this information to your advantage.
2. Information Search
No stage of the customer purchase process has been altered by the internet more than the search for information. Whereas in the past, customers may have relied on flyers for information or dropped by your showroom to do their research in person, these days the preliminary search almost always happens online. Research shows as many as86% of car buyers first research products on the webbefore even setting foot in a dealership.
Below are a few strategies you can leverage to ensure your business is putting its best foot forward and effectively reaching your customers online.
SEO and SEM
While two very different strategies, SEO (search engine optimization) and SEM (search engine marketing) work hand in hand to ensure customers can easily findyour business online. SEO helps potential customers find your website organically through a multi faceted approach involving web design, regularly posting content and the use of keywords. By focusing on the SEO of your website, you can increase the chances of your site appearing high up in search results on Google and other search engines.
Ever noticed those ads that appear at the very top of search listings? That’sSEM, and chances are, your customers notice them too. SEM involves paying to place an ad for your business at the top of search listings as well as a number of other spots on the web. By combining a solid SEO strategy with SEM, you can put your business directly in front of your target customer at the moment they are searching for you.
Google My Business Page
A complete optimizedGoogle My Businessprofile is a must have in 2019 and can be a handy tool to get your customers over the line. Not all customers will navigate to your website. Whether they are time poor or just aren’t tech savvy, some customers will never make it past Google. For this reason, keeping your Google My Business page up to date is the best way to capture these customers.
In addition to your physical address, your Google My Business profile stores handy information like your opening hours, phone number, and even gives you the ability to make regular social media style “posts” to alert customers to promotions or deals in your business. The best part is, your Google My Business profile shows on search and Google Maps, so it can promote your current deals to customers as they navigate their way to you.
Related:10 Auto Repair Shop Marketing Ideas
3. Evaluate Alternatives
Once a consumer has recognized a need and done some initial research into their options, they will next continue to evaluate these options to help them make a decision. Below are some key focus areas to help your business put its best foot forward.
Focus on Your Website
In the online sales cycle, the best thing your business can do to ensure you come out on top in this stage is focused on your website.
These days, we know that about58% of your customers are using their phones to browse websites. For this reason, it’s essential to make your site mobile responsive or risk losing those leads to a competitor.
Instead of stopping here, it’s a good idea to take a good hard look at your site through the eyes of your customer. Now you need au fil du carre scarf hermes replica
tokeep them there! One of the best ways to achieve this is by creating and posting engaging content. In the automotive industry, this can be done by posting videos and USG (user generated content) that shows social proof.
Social Media Advertising
For big ticket items like vehicles, the information search can sometimes be a lengthy process. To ensure your business remains front of mind for your future customers, it’s a good idea to incorporate digital advertising into your online strategy. While these are great tools for customers, they are not always great for your business. It’s worth doing your research and seeing which comparison sites mention your brand to ensure that all information they are listing is correct. This is a great step in managing your businesses’ reputation online.