Automotive engagement is a tricky domain — if you’re unable to target the right audience and engage with them properly, the entire effort of pitching a lucrative deal goes to waste. If they’re not buying what you’re selling, then it affects the bottom line big time, so dealerships have to invest time in mastering customer engagement.
Active vs. passive car buyers
An active buyer has already begun their journey of shopping for a vehicle. That is why businesses often concentrate their sales efforts and structure marketing strategies as per active shoppers, because focusing on passive buyers is tedious and time-consuming.
In contrast, passive buyers aren’t looking to purchase a vehicle right away, but might be asking around to buy one in the future. It isn’t possible to zero in on a time frame, as to when they would be ready for the purchase, so it is tougher when it comes to passive customer engagement.
Why is it important to target active buyers?
It is imperative to identify active buyers and target them primarily, because passive ones don’t have a clear goal as to what they want. They will browse, have queries, etc. but won’t really buy from your dealership. Passive buyers may ultimately open their wallets for you, but it takes more effort to convince them to do so.
For instance, placing costly full-page ads in a newspaper is not a targeted approach. By default, most folks who see it will be passive buyers or, worse, utterly indifferent to your offer. Advertising on a website that is dedicated to your industry is more likely to get your message in front of active buyers, which boosts chances of automotive engagement with them.
How to engage active buyers?
Digital marketing
Most customers start their car buying journey online before visiting the dealership, so here is your chance to make the most of customer engagement. Take a look:
- 1. Create a fully-functioning website that is easy to navigate.
- 2. Use search engine optimization to ensure your website appears on top of searches.
- 3. Display customer reviews prominently. Deal with complaints and negative feedback openly.
- 4. Create an elaborate social media strategy – run contests, take opinions via polls, upload compelling videos, etc.
- 5. Run pay-per-click ads, so you can track results, such as the number of clicks, traffic driven, and conversions.
Craft persuasive content
Take videos of vehicles, while highlighting their best features, and display them on your website and social media platforms (as mentioned above). Create virtual tours of your showroom, so customers feel like they are viewing the car in person. You can even upload videos of test drives that make them experience what it would be to actually drive the car.
How to turn passive buyers into active ones?
Be prepared, as this process takes time and there is no tried-and-tested method for customer engagement in this case. However, here are some approaches that have proven to bring the desired results.
Referral program
Create a referral program for active buyers so they spread positive word-of-mouth about your dealership. It will give passive shoppers a very subtle push, so they are more inclined to buy their dream vehicle immediately, rather than wait a year or two.
