The One Marketing Tip That All Dealers Must Know
Chris Walker, CEO of Refine Labs, recently revealed the truth about bogus ad attribution and how it enables marketers to declare inflated and incorrect ROI in a LinkedIn post. In this blog post, we’ll discuss the reasons why this technique is bad for dealers and offer crucial advice for increasing your marketing success by relying on one straightforward overall idea.
In this article, we’ll discuss:
Why using fake attribution for advertisements can ultimately cost you.
The one marketing advice that can’t be beaten!
5 excellent suggestions for implementing this marketing advice at your dealership.
The ‘Ick’ of False Attribution
Let’s begin by asking, “Why would marketers lean into ‘new’ tools that promote false ad attribution and reporting?”
To continue operating and rake in more of your advertising cash, for starters!
Seriously, though, the biggest cause is that some firms, in an effort to scale, seek to appear “cutting edge” without considering how it would affect their clients in the long term. They want to spread the good news, enjoy it for as long as possible, and then dismount when the wheels finally come off. Ick.
“By utilizing the most forgiving attribution model imaginable, this strategy is fantastic for marketers to ‘prove’ the ROI of commercials. To genuinely comprehend what is effective, however, in order to scale outcomes and business growth, is quite poor. The entire purpose of attribution is to gather information from various sources to help with strategic decision-making, not to ‘prove ROI.'” Scott Walker
Of course, we don’t approve of or take part in these practices. They are carried out with a limited mindset that prioritizes quick outcomes over user data to produce results for future generations, regardless of how unstable the foundation upon which those results are built is.
We do, however, support the use of innovative marketing-based techniques that are flexible enough to expand your dealership business. To discover exactly what we’re referring to, scroll down!
The Single Best Marketing Advice You’ll Ever Get
Okay, you might need more than just this one piece of marketing advice. Despite the drama, Chris Walker’s approach is extremely adaptable and fundamental in its brevity, which is why we’re spotlighting it in this article:
Listen to your customers first and foremost if you want to scale your marketing outcomes.
Hmmmm. Could listening to your customers above all else be the secret to continued marketing success? Unbelievably, many dealers fail to recognize how crucial this is or “listen” incorrectly. They make advertising decisions that don’t suit their market because they get sucked in by the fancy (and occasionally erroneous) attribution and ROI metrics discussed above.
Let’s look at some customer-centric marketing strategies you can implement at your dealership to help guarantee outstanding results that will endure.
Customer-Centered Marketing Techniques You Can Use Right Now
1. To manage your inventory, use statistics on customer browsing and purchasing.
Between what retailers believe customers want and what they actually desire, there can be a significant divergence. No matter how much money you throw at your paid ad campaigns, if you’re pushing inventory that your clients aren’t interested in purchasing, you’ll inevitably face a brick wall.
Understanding what your clients want is the first step, followed by buying as much of that product as you can and promoting it properly. By paying attention to and satisfying your consumers’ needs, you’ll move a lot more goods.
Learn Important Inventory Information With SimpSocial
The Vehicle Reporting Dashboard from SimpSocial offers accurate information on the products and services your local clients are looking to purchase. Learn which vehicle years, makes, models, and even colors are the most popular so you can stock up on those items and sell them to customers before your rivals.
2. Pay attention to user opinions.
Although it can be difficult to hear unpleasant customer reviews, they are equally valuable as positive ones. Put your ego aside and think about how you might improve your company by incorporating client input. Have you received criticism for the way users interact with your website? Perhaps it’s time to find a new source for dealer websites. Do customers frequently complain about long waits in your service lanes? Consider developing plans to make your service appointments shorter.
Don’t be hesitant to use language in your marketing that refers to the improvements you’ve made once you’ve taken the time to answer client issues. It will demonstrate to your clients that you value their feedback and are constantly working to improve, which is a proven method to keep them coming back.
3. Ask questions and engage in active listening.
Being confident is a key component of being a good salesperson, but many experts in the business either steamroll their clients when it comes to assisting them in finding the ideal car for their requirements or they give up at the first indication of obstacles and opposition. Consider your consumers’ feedback critically and creatively to come up with solutions that will increase their likelihood of making a purchase. Challenges should be viewed as chances to practice your listening and analytical skills!
Finding a solution to someone’s problem is fundamental to becoming a successful salesperson. If you aren’t paying attention to a customer’s problems, you can’t find the best answer for them.
4. Connect with your neighborhood.
There is no better way to create a customer-centric marketing strategy than by actively participating in your neighborhood. You will learn priceless information that you can apply to the development of your marketing efforts, encompassing everything from advertising re-targeting to promotions to developing a reliable brand that attracts a consistent flow of clients.
Here is an illustration from Rainbow Motor Sales, a used car business in Coldwater, Michigan, which discovered that the region’s sizable Spanish-speaking population was underrepresented in the automotive industry. They employed a bilingual sales agent on-site, directed targeted traffic to an educational landing page, and gathered exclusive leads that their rivals had overlooked.
5. Use your data in some way.
This has previously been briefly discussed, but it bears mentioning again: it is useless to listen to your customers if you do nothing to address their concerns. Your marketing team should be developing successful tactics that satisfy the particular requirements of your niche market. And if they aren’t, it’s time to find another marketing firm!
Your website analytics, inventory data, Google reviews, and the sales team’s reports all provide information on who your customers are and what they require. With no need for bogus attributions, use that data to direct your marketing efforts and watch your sales rise.
With SimpSocial, step up your dealership marketing.
At SimpSocial, innovative and personalized marketing approaches are genuinely our area of expertise. We approach everything we do from the perspective of the client, concentrating on your specific geographic area to create campaigns that are practical for your dealership. We are your full-suite auto dealership marketing and inventory management solution, helping you with everything from conceptualization to implementation and whatever you might need in between.
We’d love to talk with you about how SimpSocial helps advance your dealership marketing. Do not be reluctant to get in touch with us right away to schedule a free, private, and obligation-free call with a member of our welcoming staff!
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