So, you’ve decided you want to step up your digital marketing game and bring in some outside help to reach more customers and sell more cars. You’ve seen ads for, and received dozens of emails from companies that claim they can help you do just that, so how do you choose one?
There are many factors to consider when weighing your options, but today we’ll stick with 3 quick tips to remember when choosing a marketing agency to promote your dealership.
1. Use an agency that specializes in the automotive industry.
This might sound like a no-brainer, but it is a mistake a lot of dealers make when selecting a marketing agency.
A lot of marketing companies sell their services to a wide range of verticals, and for this reason their products come in one-size-fits-all packages with the only variation being the amount of ad-spend.
These companies usually tout this as a selling feature for their marketing. “If it works for all these other industries, that means it’s a good product and will work for you too…”
The problem with this line of thinking is that the car business is very different from the other business models they typically run campaigns for. Planning a marketing strategy for a dealership requires special planning, targeting, and insight that a non-specialized marketing agency just can’t provide.
While generic marketing packages may work for other businesses, all dealerships are unique and need tailored solutions to get the most out of their advertising budget. So, when it comes to selecting a marketing agency, go with one that knows the car business.
2. Know how the agency attributes sales.
A lot of marketing firms sell their products and determine success based on metrics such as clicks. While clicks are a significant milestone on the consumer’s journey to a sale, they are just that: a milestone.
A click gives zero return on investment unless it leads to an actual sale. If an agency puts too much focus on clicks alone, their product may not help you accomplish what you are paying them for: to help you sell more cars, and instead may try to just push as much traffic to your website as possible.
Ask if the agency provides Point of Sale Match-back. This is the best way for an agency to model their attribution because instead of assuming a high number of clicks means a high number of sales, it associates specific transactions with the marketing the customer received. This ensures that you are not just driving random clicks to your site; you are driving meaningful traffic with visible results.
3. Know where the agency gets their data.
One of the most important things to consider when deciding on a marketing agency is the quality of their data. For a marketing strategy to be successful it must get the right message in front of the right person.
Targeting specific best-fit customers based on behavior requires a hefty amount of up-to-date data. If a marketing agency is simply buying lists from a third party, they will not have the targeting capabilities or quality of data necessary to execute a successful campaign.
We hope that these 3 quick tips are helpful in selecting a digital marketing agency for your dealership. If you still aren’t sold on digital marketing or don’t know who to trust with your marketing strategy, we would love to talk to you more about how we can help you sell more cars.
Our company was founded by car people, for car people. When you work with Edifice, you can have peace of mind knowing that your digital marketing campaign is being managed by marketers who have intimate knowledge of how the automotive business works through extensive experience. We always provide our target lists up front to ensure that our marketing solutions provide you the greatest return on investment and all of our targeting lists are sourced through our own extensive databases and through our partnerships with the world’s largest data providers.
If you would like to learn more about what Edifice can do for you, click the button below and an Edifice Representative will be happy to answer any and all of your questions.
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