The automotive industry took a significant hit in 2020 when the COVID-19 pandemic halted global and state-wide production and shipping methods. Finding a new car, let alone the car, truck, or SUV you've been eyeing, became nearly impossible with prices rising and low inventory levels across the United States. Automotive companies and respective dealerships were forced to get creative as typical sales strategies were no longer realistic or possible due to the recurring fear of shopping in person and sparse inventory on the lots. Out of this challenging time, vehicle custom ordering was born, leading to the height of a new phenomenon. Custom ordering has been implemented by many, if not all, leading automotive dealers to offer prospective shoppers a way to find their next new car without sacrificing the most desired features. iFrog has helped our partners build their custom order strategies by implementing and tracking five marketing strategies built for success.
SEO-Driven Content Production
Creating informative, engaging, and SEO-driven content is a game changer for dealerships looking to spread the word about their vehicles and custom order opportunities. We began our partner custom order strategy by planning thoughtful content that answered customers' most asked questions: How can I start a custom order, and which vehicles can I select from? Once a plan was in motion, we produced content by writing blogs and research articles about custom order FAQs, available vehicles, custom order dates, and the different options for each configuration. After producing content, we crafted user-friendly web pages to display our content and index new pages on Google Search Console for the fastest queuing.
Social media is a global phenomenon that keeps users of all ages engaged in entertaining content accessible at just the push of a button on their smartphones. According to Content Works, it is estimated that the average social media user spends at least 2 hours and 14 minutes on social media each day. Due to a large number of users and the time they spend on social media, this is the perfect place to target your specific audience. We used social media for our partners to share quick information on Facebook, Instagram, Twitter, and Linkedin. Our social media specialists created plans and posts based on the wishes of our partners and the incentives they wanted to promote, along with content about different types of vehicles available for a custom order, vehicle delivery, and the opening of custom order banks for new vehicles on or near the first and last days they were available for ordering.
Written SEO-driven content should not stand alone without something to capture readers' attention. Strong visuals such as related images, videos, and animations also hook audiences. Photos, whether for social media posts or web pages, help customers relate to the product and give them a glimpse of what they will enjoy after purchasing. We used several types of graphics for custom order content to show partners and shoppers their options and how they can make a new car, truck, or SUV their own after completing a custom order at their local dealership.
Ads are only effective if shoppers see them. Without visibility, ads will not complete their purpose of driving business towards a specific model or incentive, such as custom orders. We used tools like Performance Max to ensure our ads were visible to shoppers on mainstream platforms like YouTube, Gmail, Google Search, and Google Maps. Performance Max helps dealerships reach more customers but also allows them to track the performance of their campaigns. We relied on Performance Max to gain insight into our search ads' performance to better serve and understand our audience.
Customers are more likely to purchase a product if the information is readily available and easy to access. Depending on your platform, a long wall of content may not keep your readers interested. Paid media helps direct shoppers toward pertinent information through videos, images, and lead-generation ads about custom orders. We used various methods to share information with customers, such as contact forms, "We Deliver" messages, and information about why you should buy a custom car, truck, or SUV.
Create Your Strategy
Creating a custom order strategy for your dealership can be hard work, but it pays off in the end. Knowing your audience is key as you plan content, social media posts, and other important messaging your shoppers will see on various platforms. The marketing experts at iFrog Marketing Solutions have the knowledge and experience necessary to bring your business to a whole new level. Keep your goals in mind and work towards achieving the experience you want for your customers by learning more about how iFrog can help you!