Many dealerships have seen dark days so far this year, but it looks like there may be some light at the end of the tunnel. The industry’s third-quarter sales were up substantially over the numbers from earlier in 2020, with many experts expecting the trend to continue.
In fact, a recent study by TrueCar/ALG showed that retail new-vehicle sales were up an impressive 27% in the third quarter compared to the second, and some notable companies reported year-over-year sales gains in September, including Hyundai, Honda, and Toyota. And while the U.S. automakers don’t publish monthly sales results, they’re all well-positioned for growth as the year winds down. That’s because, according to the Wall Street Journal, “Strong demand for trucks and sport-utility vehicles is driving the comeback, which is occurring faster than many had expected this summer.” And the Big Three has brand-new products like the Ford Bronco, RAM 1500 TRX, and completely redesigned Cadillac Escalade approaching the marketplace and whetting consumers’ appetites for trucks and SUVs even more.
The used-car business remains hot as well, seeing four straight months of year-over-year sales gains that continued through all of the third quarter.
Of course, this rising tide won’t lift all boats equally, and if you want to take advantage of the situation, you need to start where the overwhelming majority of your customers start: online. So here are five great ways to boost your online traffic:
Expand your presence in the social media universe. Facebook is fine, but that’s just the tip of the iceberg. Sites like Instagram, Twitter, Pinterest, and even YouTube can get you noticed by millions of people each month. For example, why not try posting video walkarounds of your vehicles on YouTube? Don’t forget about LinkedIn, either. Members on that site aren’t only looking for jobs, they’re also interested in a wide variety of professionally-focused content from business leaders just like you.
Keep up with email marketing. Despite the ever-increasing amount of spam and scams being sent to people, experts say that the percentage of people who open their emails is hundreds of times higher than the percentage of people who typically engage with content on the biggest social media sites. You don’t want to overdo it, but this remains an excellent, cost-effective choice for targeting consumers with specific offers and incentives that are tailored to their needs.
Provide content from across your dealership. Consumers may get tired of seeing the same person’s pitch week after week, so think about asking teammates from different departments to contribute. This can also help customers and potential customers learn more about what your dealership does beyond selling new cars. Ask folks from your used-vehicle team or service department for ideas, and a post or two about your community service can be surprisingly effective as well.
Respond to bad reviews. If you want to take things to the next level, try posting a calm, considered, and factual response to bad reviews or other negative comments that your team doesn’t agree with. You can bet that many consumers are especially focused on reading negative news about dealerships, and this is your opportunity to set things straight. Just remember to include a link back to your dealership in your own response.
