PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

We’ve realized that for almost all small businesses, trying to do it all in terms of marketing actually results in almost no traction!

In order to ensure your efforts are achieving results, our CEO Pete Petersen offered professional insight, featured on TheSHOP’s latest podcast.

WATCH: https://theshopmag.com/podcast/ep-5-how-to-grow-your-aftermarket-business-with-digital-marketing/

7 Key Digital Marketing Strategies For Your Shop

There are so many options when it comes to marketing your shop digitally, follow along to make sure that your actions are effective.

1. Identify Your Customers

Before you do ANY marketing, be sure to ask yourself:

  • Who are your customers currently?
  • Who should your customers be, are there any up-and-coming segments?
  • Where do your customers hangout, online and offline?
  • Where are they navigating to get information?

2. Be Easily Found and Post Relevant Content Organically

Ask your current customers which platforms they are on daily, weekly, monthly… Then ask them where they learn about new products and services so you can reach them and people similar.

Google and Social:

You’ll want to create a Google My Business account to provide your current and prospective customers with an easy way to find your shop and its information.

Generate a strong presence on social media so that when your target market finds you, they engage with relevant content. Only do so using a few platforms, we understand there’s a lot of factors to consider with each, so we have a guide for you here!

Blog Content:

Brainstorm what type of information is significant to your audience. People want to know the Who, What, Where, When, Why, and How.

Why did your business take on the project, what products did you use, how long did it take, and who is the owner and where are they from?

3. Encourage And Leverage Positive Reviews

The first thing that prospective customers do when they are not familiar with you is search your brand + “reviews” before giving you their business!

Google My Business:

Display your positive reviews and download an App for your phone to respond to reviews, create offers, post events, and update your business info!

Facebook Reviews:

Broadcast all of the good things said about your shop on your Facebook business page. Anyone who lands on your page will be able to see the positive comments from other active users!

3rd Party Seller Sites:

Your shop can also use 3rd party seller sites to host this complimentary feedback in the attempt to have an immediate impact on their decision and influence customer conversion.

4. Design for Mobile Optimization

Mobile is the new source for information consumption. Facebook, Snapchat, and TikTok are almost exclusively mobile… So make sure to double check the accessibility and flow of your website on mobile devices, not just desktop.

5. Amplify Your Business With Paid Ads

What phase of the funnel are you wanting to reach your customers at? Both Google Search and Facebook Ads offer paid advertising options for your shop.

Click here for The Ultimate Guide to Social Advertising For Aftermarket Shops!

6. Improve Your Shops Website

Organize your website and make it easy for visitors to find information, be educated, make decisions, and choose you!

For shops, show before and after photos, tell the customers’ story, and why this project was important to them. Include the extra details of what you helped with to make the project custom.

Get a quote from the customer, or ask them to leave a review. Showcase this on your site, add the review to your main homepage for others to see and let them tell the story for you!

7. Add A Tripwire

A tripwire is a low dollar offer to get someone in your business, build a relationship with them, and then upsell.

In dealerships, this has been the oil change/car wash experience. They get them in, get their contact information including email/phone, build positive relationships, reviews and further market to these individuals with new products and services.

Targeting Dealerships

Here are some key elements for aftermarket shops to keep in mind when targeting the dealership market:

  • Relationships (face-to-face, calling and text messaging)?
  • Custom web pages (this will also help with SEO and positioning as an expert) and brochures specific to the vehicles they sell:
    • Best accessories and upgrades for the Mazda CX-3
    • Answer questions like “what is the towing capacity of a Ford F150?” and “how much can a Ford F150 tow?”
  • Beyond that, email marketing is a great way to keep your prospects and dealerships available

We created an audit template to help your business log your current profiles and ratings.

👉 Click here to access the free template and begin improving in areas where it’s needed.

 

Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

The Ultimate Guide To Social Advertising For Aftermarket Shops

The Ultimate Guide To Social Advertising For Aftermarket Shops

The Ultimate Guide To Social Advertising For Aftermarket Shops

Are you wondering where to begin advertising on Social Media platforms for your aftermarket shop?

We know it can be overwhelming, but it’s critical to understand that using all social media platforms is not as effective as focusing on just a few.

Before choosing which platforms to use, make sure to ask your current customers which platforms they spend most of their time, and where they go to learn about a new product or service.

You don’t want to waste your time or money on advertising that isn’t going to reach your current and prospective customers… and we don’t want that for you either!

This is why we wrote this blog article, to provide your aftermarket shop some key information about Organic and Paid advertising on social media.

Maximizing Organic Reach and Content For Aftermarket Shops

Google My Business:

Google My Business is so powerful, it’s free and underutilized.

You’ll want to have a Google My Business account to increase exposure and encourage local customer engagement.

Now that you can be found effortlessly, you must stay relevant.

Establish a presence on social media! Once you’ve identified who your customers are, choose which social media platform to use based on where your customers and prospects are.

Facebook:

Over 80% of people in the US are on a Facebook property including Facebook, Instagram, Messenger, Marketplace, Whats App, and Audience Network. Instagram Stories are on 🔥, so make sure to shoot vertical videos and images.

Facebook has created a solution that reaches the young, old and everyone in between.

Take this opportunity to bring customers inside of your business’s experience and offerings, keeping them up to date with your projects. This simple action will build a more powerful relationship with your customers.

YouTube:

The best way to provide educational content about your products and services for your current and future customers consumption is through YouTube.

YouTube is not only a social media platform with a ton of viewers, but it’s the second largest search engine and utilized by 73% of adults in the U.S.

Keep in mind that staying relevant in today’s day and age involves many working streams, but they don’t all have to be so serious…

Snapchat & TikTok:

Entertain your audience! These social media platforms hit a younger demographic but shouldn’t be overlooked if you’re trying to reach these new customizers.

Depending on who your audience is, you can use these two platforms to show off a different side of your company (company culture, customers, community, and more).

PRO TIP: Make sure all of your social media sites are linked in your footer or bio. Put together a webpage like shop.com/connect that you link to in your shop so people can follow you across all of your platforms. When prospects seek you out you’ll want to have posts that are relevant, so be sure to post at least once per week.

Generate More Aftermarket Opportunities With Paid Ads

Google Search:

For low funnel opportunities, you can advertise with Google Search. Going to google and searching for an item seems to be the move for people who are ready to buy. Although, these ads will cost you more and are weak in opportunities.

Facebook Ads:

Right now, Facebook Ads are generating a lot of value for businesses of all sizes. You don’t have to have a huge budget, especially if you are a local business.

Facebook Ads allow you to target your ideal prospects and customers. Social posting (aka Organic Posting) is great but it only reaches a small number of your followers and you are unable to control the outcome.

With Facebook Ads, you can target people based on things like:

  • Who owns a current make/model of vehicle
  • Who own a current body style like Trucks
  • Your current customers and prospects
  • People who look like your current customers (one of the best and least expensive ways to get started)
  • People who have been on your site that have not purchased (another very inexpensive way to stay in front of a hot audience)

But, don’t fall victim of hitting the Boost button… you need to use Facebook Ads Manager to be successful.

Getting started with Facebook Ads in the right way:

  1. Visit business.facebook.com to get started. 
  2. Create or connect a Facebook Page.
  3. Connect or create an ad account.
  4. Connect or create a Facebook Pixel. Install this on your website (every page).
  5. Connect or create a Facebook Offline Event. This allows you to track offline data like leads and sales from your offline systems back to Facebook Ads for measurement.
  6. Create the following Custom Audiences.
    • All website visitors (up to 180 days)
    • All Facebook Engaged (up to 365 days)
    • All Instagram Engaged (up to 365 days)
    • All Shopping Engaged (up to 365 days)
    • All Marketplace Engaged (up to 180 days)

Facebooks Ads allow you to reach people just on Instagram as well, you can reach people both on the Instagram Feed and Instagram Stories. 

There’s a lot that goes into creating Facebook ad campaigns effective enough to produce positive results… Let us do it for you! 

Click here to see how we create Custom Dealership Facebook Ads that maximize your ad spend.  

 

 

 

Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Uncover A Secret New Strategy To Help Maximize Your Dealership’s Marketplace Listings

Uncover A Secret New Strategy To Help Maximize Your Dealership’s Marketplace Listings

Uncover A Secret New Strategy To Help Maximize Your Dealership’s Marketplace Listings

Since Facebook Marketplace for auto dealerships has gained popularity over the past few years, Facebook has continued to add new features and enhancements to the platform.

Last year, Facebook introduced built-in Kelley Blue Book Values and CarFax history reports to Marketplace, plus the ability to use chatbots so that dealers can have instant responses to inquiries without immediately needing staff to reply.

But with their latest release, Facebook Marketplace has become an even more powerful tool for car dealers.

Not yet posting your vehicle inventory into Facebook Marketplace? Click here!

Now your dealership can follow up with shoppers who engage with your Marketplace listings. Watch our video below to learn more!

Creating a Custom Audience For Users Who Engaged With Your Dealership’s Marketplace Listings

To start creating a Custom Audience for Marketplace follow up, go to your Ads Manager and select an existing ad set.

Then, select “Create New > Custom Audience > Marketplace Listings.”

Next, choose if you want to target those who have Viewed Products or those who have Messaged About Products in your Marketplace catalog.

TIP: Reaching those who have “Viewed Products” in your catalog will generate a larger audience, but won’t be as low-funnel as the “Messaged About Products users.

Lastly, set the timeline in which you want Facebook to look for engagement. We recommend a longer timeline if you are sending a “Brand Awareness” message, and a shorter timeline if you are sending Inventory Ads or lower-funnel offers.

Building More Custom Audiences with Dealership Facebook Ads

Remember, there are an unlimited amount of Custom Audiences you can create with Facebook Ads.

You can create audiences of emails you’re sending an email campaign or direct mail campaign to….

…a list of recent customers to send them a service offer…

…and even Lookalike Audiences based on your ideal customer lists!

Interested in learning more about creating Custom Audiences with Facebook? Click here to schedule a strategy chat with our team.

Learn more how to drive leads with On-Facebook Destination For Automotive Inventory Ads

Click Here

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

Our latest free tool, the Market Intelligence Report builder, helps auto dealers pinpoint how many In-Market Auto Shoppers are in their area, and unlocks key data insights about their market. But once you get your hands on these auto shopper insights, what’s the next step?

Check out these 4 campaign ideas to help you reach the shoppers in your market with the right message.

Haven’t built your own Market Intelligence Report yet? Check out our free builder here.

Facebook and Instagram have rapidly become one of the most powerful and cost effective tools to reach potential customers.

And with hundred of millions of Facebook and Instagram users in the US alone, it’s not hard to see why.

Here are 4 Facebook and Instagram campaign ideas to start reaching your target audience and sell more cars.

Drive Results With Facebook & Instagram Using These 4 Campaign Ideas

Idea #1: Reach All Local Facebook Users

How many Total Facebook Users did your Market Intelligence Report reveal within your Primary and Secondary markets?

Use these numbers to understand your “Max Potential Reach” on Facebook and Instagram.

We recommend reaching these audiences with branding ad campaigns to familiarize shoppers with your dealership, telling them why they should buy from your dealership instead of the competition.

We call these “Why Buy” campaigns. You can set up these campaigns under the Facebook “Reach” objective, which is the most cost-effective method of reaching the maximum number of users.


While Reach campaigns are not optimized for traffic or leads, this is the greatest way to get your dealership into plain sight of the auto shoppers in your market.

Idea #2: Introduce Your Latest Makes & Models To Shoppers Who Are “Near In-Market”

Take a closer look at the “In-Market Shoppers” section on your report. These numbers are pulled from Oracle Data Cloud with POLK / IHS Markit data.

In your report, how many Facebook users are likely to purchase within 6 months – 1 year?

These are great audiences to build in Facebook and deliver ads showcasing your newest Makes & Models.

Many auto shoppers need to be introduced to the differences in your trims, interiors, and tech features of your vehicles.

Using video and collage ad formats, you can take users on a “virtual tour,” building their affinity toward your brand, and even helping them choose the vehicle that’s going to be best for them when they’re ready to buy.


 

Idea #3: Show Your Live Used Inventory To In-Market Shoppers To Shoppers Who Are Almost Ready To Buy

How many in-market auto shoppers that plan to purchase in the next 3 months did you report return?

According to Cox Automotive, in 2019, the average time car shoppers spent in-market was 96 days.

Source: https://www.coxautoinc.com/learning-center/2019-car-buyer-journey-study/

Shoppers are also spending more time shopping online, less time in the dealership, and visiting fewer dealerships before making a purchase (and after COVID-19, some aren’t visiting dealerships at all)!

It’s imperative to get your live inventory in front of shoppers who are waiting for the right vehicle and price point to pull the trigger.

Facebook Automotive Inventory Ads are one of the most effective tools in a dealer’s pocket.

Displaying your live inventory to in-market shoppers allows them to browse through relevant models on your lot without ever having to scroll away from their Facebook and Instagram feeds.


 

You can even use Automotive Inventory Ads to retarget users who have browsed on your website, showing them models that are the same body style and in the same price range as the one they’ve viewed.

Want to learn more about how Inventory Ads work? Check out our video overview here!

For the lowest funnel shoppers who indicate they’re ready to buy, you can run Lead and Conversion campaigns to encourage them to submit a lead to “Apply for financing, Test drive, or Check availability,” that gets dropped directly into your CRM.


 

Idea #4: Layer In Credit Data To Reach Subprime or Superprime Users

What about the credit score portion of the report?

The report breaks down Credit Score brackets like so:

You can run ads to the “Up & Coming” shoppers on your Market Intelligence Report and drive them to financing pages, easing fears of credit disapprovals.

Do you have a specific credit tool or landing page on your site? Drive traffic there and then retarget audiences with relevant inventory and ad copy to apply for financing.

By driving awareness about financing options and allowing lower tier credit users apply from home, shoppers who may not have come in the dealership can apply online.

Just like the “Up & Comers,” if you have many “Thriving” credit shoppers on your report, you can send them your premium inventory with special financing or luxury vehicle campaigns.

Other Ways To Maximize Your Market Intelligence Report

Discovering your audience is a big piece of the puzzle, but you obviously can’t stop there.

Knowing how to reach your target market effectively can make or break a business.

By using market insights from your Market Intelligence Report and following this blueprint for proven successful campaigns, your dealership can be on the way to using a data driven strategy to reduce wasted ad spend and sell more cars.

To find out more ways you can turn your Market Intelligence Report into actionable ideas, watch our instant, On-Demand product demos here.

Happy Selling! 

Watch our On-Demand Demos to learn more about our Facebook strategies.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

What dealer isn’t looking for insights into the auto shoppers in their community?

Knowing your PMA’s demographics, credit scores, and total # of in-market shoppers is an incredible advantage to planning your dealership’s overall strategy.

That’s why we’ve created a tool that unlocks these key shopper data points with just a few simple clicks.

Hard To Find Data, Now At Dealers’ Fingertips

Over the last year, we’ve found that most auto dealerships believe that Facebook Ads can help them reach users in their local market.

But does your dealership know just how many users you can truly reach? Better yet, do you know how many of those users are In-Market Shoppers?

Previously, dealers have had to set up an Ad Account and check out the targeting options within Facebook Ads Manager to find out their max potential reach.

Then, in order to retrieve key automotive insights like purchase windows and credit scores, dealers have to request unique access into Oracle Data Cloud, wait for access, then layer those audience targeting options on top of their geotargeting.

(AKA, it was a pain in the you-know-what.)

That’s why our Dev team has spent countless hours to help dealers unlock all the key audience data that matters — at the touch of a button.

Introducing our newest tool for auto dealerships: The Market Intelligence Report! 🎉

Here’s how easy it is to build your own report and pinpoint how many In-Market Auto Shoppers are in your area:

How To Use The Market Intelligence Report Builder

To start building your Market Intelligence Report, go to https://www.dealersunited.com/resource/market-intelligence-report-auto-dealers/ and request instant access to the free builder.

Then, simply plug in your dealership address, choose your Primary + Secondary markets, and click “Get Results!”

You’ll instantly learn key insights about your dealership’s PMA, like:

  • 📲  Total Facebook Users
  • 🚘   Total In-Market Auto Shoppers
  • 🙋‍♂️  User Demographics (Gender, Age)
  • 💳  User Credit Score
  • 📅  …and even when users plan to purchase a car!

These data points can help you not only understand your market better, but also help you leapfrog your competition in terms of a data-driven Facebook Ad strategy.

Knowing, identifying and understanding your target market can be some of the most difficult steps in business.

Since the days of the digital marketing revolution have begun, “spray and pray” campaigns have shown to be far less effective than a well targeted approach using a data driven analysis.

After using the Market Intelligence Report, you will have gained insights into your target market to better reach your PMA and sell more cars.

Click here to continue reading and get 4 campaign ideas that will help you maximize your Market Report findings.

Happy Selling!

Build your free Market Intelligence Report now.

Start Building

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Due to the recent pandemic, tradeshows all across the country have been cancelled. Thankfully, our partners at Digital Dealer have created a new, virtual alternative, called Digital Dealer Now.

The platform provides dealers on-demand education at their own online convenience, including Dealers United’s session, “The 2020 Essential Guide For Dealership Facebook Ads,” which is available on the platform free for a limited time.

What is Digital Dealer Now?

This new digital service showcases 100+ of your favorite keynote speakers on up-to-date and pressing automotive subjects, which are rolled out monthly.

You can gain access to exclusive content, news, and e-learning courses aimed at delivering you the latest trends from industry experts.

Educational sessions on Digital Dealer Now cover various topics in 3 categories: Dealer Ops & Leadership, Sales & Variable Ops, and Marketing & Advertising.

You’ll find actionable sessions on consumer behavior, emerging technologies, best practices and proven approaches to support all facets of dealership operations.

Subscription options include 6-month or 12-month access, and both plans include 3-day free trials.

Test Drive DDNOW With Free Access To Our Session

To help dealers test drive the platform, Digital Dealer is giving complimentary access to our session, “The 2020 Essential Guide For Dealership Facebook Ads” presented by our CEO, Pete Petersen.

 

To watch Pete’s session free of charge, simply use our exclusive access code, “DUFREE”.

  • Go here and click “Get Access Now”
  • Select the option to “Purchase The 2020 Essential Guide For Dealership Facebook Ads”
  • Register for a free account
  • On the payment page, enter “DUFREE” in the promo code to bring your total to $0
  • Click “Complete”
  • Enjoy!

This virtual education session expands on Facebook’s Automotive Playbook For Dealers, walking you through essential steps you need to take to run successful dealership Facebook Ads.

You’ll learn how to best set up and optimize your campaigns, plus how to scale up over 12 months and take your audiences from cold prospects to customers for life!

More On-Demand Resources For Your Dealership

Looking for more automotive education? Check out our resources page, which features a few of our favorite webinars and resources like:

…and much more!

Looking for more COVID-19 Resources to help your dealership?

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!

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