Bring new local customers to your dealership without spending a fortune
Are you tired of seeing vehicles sporting non-local dealership decals in your own town? Are you looking for ways to attract new local car shoppers to your dealership? Losing sales to dealers in other communities is frustrating. It likely translates to more than just the loss of the sale. You’re also losing additional opportunities, such as referrals and future service appointments.
However, with a little effort, you can attract new local customers to your dealership for sales and service. It’s not about having the best inventory (although that’s never a bad thing). Every dealership has loyal customers who keep coming back, and it’s not just because of your inventory. It’s because you have developed a strong connection with them somewhere along the way and they enjoy doing business with you.
You need to develop a similar strong connection with your entire community to bring new local customers to your dealership. Fortunately that doesn’t require mind-reading or a huge investment. All you need is a bit of creativity and effort, utilizing assets you already have. Keep reading to discover three simple ways to attract new local car shoppers to your dealership.
Tie your brand to your community through story-telling
Show how connected your dealership is with your community by creating a new landing page or blog on your website, at least once a month, that tells a story. To bring new local customers to your dealership website, the blog should cover a local topic related to your community’s history, or a recent community event. Add original photos that show people and places in your community, past or present. You can then amplify your website blog by posting a link to it on your social media pages. Give this campaign more power with a paid social media campaign, linking to the blog, with whatever budget you choose. Even fifty dollars can go a long way on Facebook for a local campaign with quality content.
Your community wants to see people they know (especially themselves) and they will like, share and comment. This is a big win for growing your Facebook followers. That’s because Facebook allows you to invite non-fans to like your page if they click to “like” your ad. It’s an even bigger win if a viewer clicks the link to your website to read your blog! Make sure your new landing page or blog encourages your converted website visitors to visit another page on your website. This can be accomplished with a call-to-action that links to similar content on your website, such a similar blog or your staff page.
Promote your customers with their own share-worthy story
Your salespeople spend a considerable amount of time with customers during the buying process. Ask your sales staff to help you make a share-worthy post for your social media. Does the customer own a business? Did they just get married? Just move from another town? Write a book? Adopt a dog? Promote it, and your customer will promote you by liking, commenting, and sharing with friends and family. Their friends and family members just might share it, too. This will attract new local customers in at least two ways. Besides showing them how interested you are in your customers, they will likely consider doing business with you after seeing a friend or family member you sold.
Make your staff famous
Showcasing your dealership staff might be the most powerful way to attract new local car shoppers. Making your employees local celebrities is the goal. If you want to attract customers who haven’t yet done business with you, the best way is to not just tell them, but show them, how amazing your team is. Employee spotlights on social media, or linking to an attractive staff page with fun bios, is a good start. If you do radio, get your staff involved. Sincere words from the people who actually work at your dealership mean so much more to a local customer than a generic radio voice that pushes a sale or financing incentives. Get creative.
Make social media posts that your staff can’t resist sharing. Get their names out there. Some of your employees’ friends and family may not even realize they work at a dealership. The connections your staff has with local residents will help bring new local customers to your dealership. Even a potential local customer who is not currently in the market might help your dealership with a share on social media for now. When they are ready to purchase, they’ll be more likely to come to someone they know–one of your employees.
Questions or comments? Please feel free to contact me!