Selling used cars is increasingly competitive—and if you want your dealership to stand out from the competition, it’s generally best to partner with a marketing company. Not all automotive marketing companies are created equal, however, and it’s important to choose a trusted ally with whom you feel fully confident. As you interview potential marketing teams, here are some of the key questions you should be asking.
What channels will you use to market my dealership?
It’s not enough to have a marketing strategy that focuses merely on SEO, or solely on AdWords; it’s important for your dealership to have a branded presence that spans the consumer journey, and that means a multi-channel approach. While there’s no one right answer here—it varies according to the needs and objectives of your dealership—we’d certainly recommend a company that focuses on Web development, Facebook Ads, and Craigslist.
What kinds of technology will you use to help me sell my inventory?
Technology automates the marketing process, and makes it easier for you to move units—period. The question is, what sorts of technology can your automotive marketing company offer on your behalf? Look for things like website building platforms and Craigslist ad automation, both of which can deliver real results.
How will you communicate with me?
In working with a digital marketing team, you’ll need to be in constant dialogue to make sure your marketing efforts are aligned with your sales goals. As such, you should always ask how your marketing team will contact you, and how often. Don’t settle for anything less than regular updates and meetings—once or twice a month at a minimum.
How will you prove that you’re getting results?
It’s only fair that your marketing company provide you with evidence that they are getting results, moving the sales needle at your dealership—and that means clear reporting. Ask your marketing company about the data and analytics that will be provided to you, and make sure you have a clear understanding of the metrics you’ll be given.
What kind of results should I expect to see?
A good marketing company will be upfront with you about when you can expect to see results, and what those results might look like. On the one hand, you’ll want to avoid agencies that float false promises or set up lofty expectations—but at the same time, you should be wary of marketing companies that won’t commit to any clear signs of progress.
As you seek the dealership marketing company that best meets your needs, make sure you give us a call. Get My Auto works only with used car dealerships, and we’d love to answer any questions you have about our investment in technology, our commitment to data, and beyond. Reach out to Get My Auto to learn more!