Whether consumers are shopping for a vehicle, movie tickets, or a vacation trip, the Internet has changed how the purchasing decision is made. People don't buy cars the same way they buy a sandwich: they ask questions, perform their own research, conduct online searches and comparison before even walking up to the lot!
Understanding your consumer behavior is the first step to the success of your campaign. Auto shoppers are quite thoughtful, using 18.2 different sources of information on average, with majority starting the process 2-3 months prior to making the final decision.
Marketers once believed in a 3-Step Mental Model of Sales: Stimulus (TV ads, magazine articles, mail, billboard), First Moment of Truth (in-store or at shelf) and Second Moment of Truth (experience). The New Mental Model encompasses an additional step known as Zero Moment of Truth (ZMOT), where the consumer searches, compares and reviews products and/or services online.
Based on these findings, Savage Global Marketing has developed the Inventory Turnover Optimization (ITO), an optimal and primal approach for dealerships to reach more consumers and sell more vehicles.
The auto purchase process is quite extensive, with majority of shoppers taking months to make the purchase decision. During this time, the consumers go through an array of sources, especially young shoppers, who exhibit much more ZMOT, sharing, and mobile behavior.
In this fashion, the challenge for dealerships is generating enough influence during the pre-research sources consumers interact with to get them to visit the lot in the first place. How can a store accomplish such thing? The answer is Search Engine Marketing (SEM).
Auto shoppers clearly identify in-person experiences as the most influential source, which involves visiting the dealership and test-driving a vehicle. The participation of SMOT is extremely high in this category as consumers are eager to talk about their purchase experiences.
Your dealership marketing campaigns must account for all the ways consumers can now discover and research products. While Savage Global Marketing focuses on capitalizing on the Zero Moment of Truth, hypertargeting at the beginning of the consumer journey gives a dealer more time and opportunities to win more customers. Our goal is to embrace fragmentation and leverage our digital tools in order to reach the right customer at the right place and time.
•Analysis of existing website structure, dynamic pages and improper URL names
•Evaluation of inbound link popularity and internal linking
•Analysis of meta tags, h1 tags and content being viewed
•Current website rankings and keywords driving traffic
•Competitive analysis in primary keyword verticals
•Develop page titles and meta descriptions focused on revenue, exposure and sales
•Review specific changes that are needed to the structure of the website, such as site map, meta/h1 tags, header tags, etc.
•Determine additional website content required to meet the company’s goals
•Develop plan of action and scope of work
•Implement titles and descriptions with keywords focused on maximum revenue, exposure and sales
•Implement On-site changes including adjustments of site map, meta/h1 tags and optimize website content
•Launch inbound link acquisition campaign to build high-value links to the website
•Reputable directory submissions
•Once “live” we provide ongoing campaign updates through Initial, Onsite Optimization Reports and Bi-Weekly Ranking Reports
•Continuous building of high inbound link acquisition campaign, focused on quality and directly related to the content of the client’s site
•Continuous directory submissions to reputable database
•Adjust bids according to patterns of the day
•Evaluate profitability at the minimum first page bid
•Find additional volume with headroom analysis
•Always A/B testing
•Consider ad rotation settings
•Test & create landing pages
•Maintain relevant ads with tight ad groups
•Review and maintain engine parity
•Shape traffic with match type parity
•Don’t limit spend on top performers
•Use forecasting to maximize profit
•Get more impressions with accelerated delivery
•Expand reach with beta features