Make Your Website Work as Hard as You Do

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We often tell our dealership clients that their website is their online showroom, and we really believe that to be true. The ability to visit a dealership’s online showroom and browse inventory makes the shopping process easier for customers, but it doesn’t necessarily make the selling process easy for dealers. When a customer visits your dealership in person, your sales team can see exactly what units they are looking at. They can also have in-person conversations about how serious they are about purchasing, and it’s easy to recognize a repeat visitor. None of these things are as simple to do with online visitors.

Marketing Automation is the solution to this problem. This digital marketing tool gives your business eyes to see what is going on through your dealership’s online presence, and it sets up the best possible systems to bring a lead from initial interest all the way to purchase.

First, it allows you to identify and track website visitors. As soon as an online visitor fills out a lead form on your site, Marketing Automation kicks in to store that visitor’s information and track the actions that they take on your site, linking all actions back to that person. Marketing Automation can even access retroactive data connected to that website visitor before they were identified as well. This gives you a full picture of every online prospect.
Next, your dealership can assign a lead scoring system based on what is most important to your business. Each online visitor being tracked will receive a score to match the actions they have taken and show your sales team how high of a priority they are in terms of outreach. For example, if submitting a form for financing options is a high-value goal for your dealership, an online visitor who submits this form might go up in lead score by 20 points.
Throughout the lead tracking and scoring process, it’s important for your sales team to stay on top of things and act fast if a lead goes from warm to hot. Automated text notifications for high lead scores is a highly efficient way to do this. Let’s say your dealership has established that a lead score of 100 is considered a hot, high-priority prospect. As soon as a lead hits that score, an automated text to the assigned member of your sales team lets them know to reach out ASAP. This assures that no time is wasted and allows for the highest possible chance that the lead will convert to a sale.
In the meantime, Lead Nurturing takes care of the customers and prospects who are at different points in the customer journey. Custom email campaigns that are personalized to each lead help move them along the sales funnel. The customer or prospect will only receive emails that are relevant to their interests, providing them with helpful information that encourages them to follow through with a sale. These Lead Nurturing campaigns make each person feel heard, recognized, and accommodated for.

Marketing Automation is useful largely because of how much work it eliminates for you as the dealer. It helps set up a process that takes out a lot of the guesswork in sales, especially in an online environment where most of your website visitors would be anonymous otherwise. By making your website work as hard as you do, you are leveraging the platform in the most productive and advantageous way. Rather than missing out on valuable sales opportunities, you are setting your business up for success.