Best Practices

Can-I-Afford-It-Moments: The Digital Tools You’ll Need

We’re diving deep into the car-buying journey over the next few weeks and giving you an inside look at the tools and strategies that line up with each micro-moment. You can check out our previous post here, which gives you a brief overview of the micro-moments dealers should pay attention to, as well as some useful tips to get you started.

But now we’re going to get into the nitty gritty details that are really going to set you over the top.
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How to Reach Customers at the End of the Car-Buying Journey

Let’s be real, there are a lot of digital marketing tools out there for dealers. But they’re basically worthless if you don’t know when to use them. You can have strategic SEO, carefully researched advertising campaigns, and a website that’s been optimized for conversion – but all that high-tech digital weaponry in your arsenal won’t amount to much if you can’t reach your potential buyers at the right time.

Google has identified five key moments in the car-buying journey that all customers go through. They call them micro-moments, and you’ve probably heard of them. The first two moments have a lot to do with research, but the end of the car-buying journey is where dealers should start paying attention. It’s where your leads begin to trickle into customers, and you need to know which tools to pull from your arsenal based on the moment.
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The quality of your video matters…


Video is becoming a vital tool for dealership marketing, and as more and more dealerships are investing in video, we see more and more REALLY bad quality videos. In this week’s Wednesday Workshop, we’re talking about video quality and the difference it makes when a video is a customer’s first impression of the dealership. You don’t need super expensive studio equipment, but you can spend a few hundred dollars and make a massive difference in the quality of your videos.
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