Prep for Success with Marketing Automation
As if removing a blindfold to identify website visitors are and what they are interested in, Marketing Automation helps your dealership follow up with your hottest leads and close more sales. Marketing Automation is a highly effective tool, but this strategy does require proper organization for the best results. The process of Marketing Automation set-up and implementation should look something like this:
Phase #1
During the initial phase of Marketing Automation, the focus should be on developing user segments, establishing a lead score algorithm, and engaging users with a unique follow-up email for every lead form they submit.
- It’s important that your dealership’s Marketing Automation software is integrated with your website, to ensure that new leads are being captured and tracked.
- Each newly identified website visitor (lead) should receive an onboarding message – something like, “Welcome to the family!” This establishes an expectation that new contacts will be hearing from you regularly.
- Based on the actions they take on your website, each lead should be added to a segmented email list that makes sense based on their interests and needs. Different user segments might be based on vehicle type, manufacturer, price range, or even “Ready to Buy” vs. “Not Ready to Buy.”
- Lead score algorithm should be set up to prioritize what’s most important to your dealership – and that differs from business to business, which is why the rules and point systems are completely customizable. High lead scores indicate the most qualified leads that need follow-up the soonest.
Phase #2
The goal of this phase is to create custom lead nurturing emails to re-engage website visitors, ideally with content that brings them back to your site to purchase.
- Lead nurturing involves reaching your users at the right time as they navigate the buying process. A custom series of emails might start with an initial e-newsletter with information about choosing the right vehicle. Next, an email telling users where to use that vehicle would make sense. After that, an e-newsletter featuring top units at your dealership in the vehicle category that the user is interested in. Last, an email with an exclusive test ride or viewing offer could be just the ticket to encourage that user to follow through with an online lead or in-store sale.
- The content that you provide to prospects is meant to help your leads through the buying process. Unique articles with information about choosing the right vehicle and recommendations for using it can help lead and encourage customers to make the decision to purchase.
Phase #3
Post-sale workflows help you earn repeat customers through Marketing Automation.
- Set up automated email reminders per vehicle type for parts recommendations, service appointments, and trade-in opportunities. Cross-promote other products that your dealership sells and keep customers coming back to your dealership for all their needs.
While Marketing Automation is a brilliant strategy for earning and keeping more customers, it only works at its highest efficiency when you put in the work to do it right. However, one of the best features of this tool is that you can cater it to your individual dealership’s goals and needs - making it a custom fit for your business. Identify your hottest leads and turn them into customers by using Marketing Automation at its full capacity.