Auto Parts Industry is Ready For Internet Marketing
The average consumer does a great deal of online research before visiting a physical seller. They want to make sure they get a great product for the best price, and most are only looking within their local area. What does that mean for the auto parts industry?
When a buyer is searching Google, all dealerships, auto-parts stores and garages in the area are competing for the same 10 spots on the 1st page of the search results. To gain a competitive advantage over other businesses, great digital marketing is a must.
Digital marketing is about reaching customers via the Internet. To stay competitive, dealerships, auto-parts jobbers and other automotive service providers must adopt and implement a digital marketing strategy. To be effective, a business must use most, if not all, of the following 5 factors in their approach:
- Email marketing campaigns
- Social media presence
- Engaging website design and content
- SEO (Search Engine Optimization)
- Pay-per-click (PPC) advertising (such as Google Adwords)
Email Marketing Campaigns
Email marketing campaigns are the most simple and cost effective digital marketing strategy. A consenting audience can quickly be created from existing customer base. Scheduled emails with compelling calls to action will tempt customers to click, call or buy. Newsletters or emails with useful links, information and limited time offers can be a very effective way to engage return customers, but they are limited to those contacts a business already possesses.
Social Media Presence
Using social media effectively to reach new audiences has become increasingly important as well. Many small businesses neglect this aspect because they feel it is too time consuming, but communicating on social media serves to humanize a business for customers. A small business engaging customers a social platform, showcasing events, employees, products and promotions will stand out compared one that has not adopted a social presence. It is also a great way to collect reviews and comments from real customers.
Engaging Website Design and Content
An appealing and easy to navigate website is a first step in establishing online presence. First impressions are everything and this generation of consumers will visit a website to determine whether a business is professional and relevant. Useful and engaging articles, videos and images are all very important to attract not only customers but also improve SEO effectiveness.
SEO (Search Engine Optimization)
SEO is important for any business, but even more so for small businesses. SEO will cause a website to rank higher in search engine results pages (SERPs) and increase the organic traffic. Organic traffic is traffic that visits a website as a result of a clicking on an un-paid search engine result. The content on a website can greatly affect SEO results because web pages full of information that match search queries will result in a higher ranking and click through rate (CTR). The more effective the SEO and the higher a business’s keywords are ranking on the SERPs, the less a business will have to spend on Pay-Per-Click advertising.
Pay-per-click (PPC) advertising
Paid advertising is a very useful tactic to direct traffic to a business’s website in conjunction with effective SEO. The typical PPC approach is to use Google Adwords to reach customers searching for keywords and services that a business is not yet ranking for organically. A business just starting digital marketing will often rely on PPC advertising until their SEO efforts improve their rankings.
These five factors will help the auto industry reach a new tech-savvy audience of potential customers. As technology increases, so too does a business’s need to stay competitive with rivals who are already marketing to the digital audience.