Automotive dealerships face unique and nuanced challenges when it comes to marketing their inventory and services effectively. Gone are the days when a simple billboard or newspaper ad could guarantee foot traffic to your dealership. The key to success now lies in targeting the right geographic territories and making strategic marketing investments to attract the right customers in these geos.
In this blog post, we’ll explore the crucial factors automotive dealerships should consider when choosing their target geographic territories and the types of marketing investments they should make for success.
Understanding Your Market
Before diving into marketing strategies, it’s imperative for automotive dealerships to understand their market thoroughly. Consider the following factors:
Demographics: Analyze the demographics of your local areas by analyzing population density and distance from dealership data. This information will help you tailor your marketing efforts to the right audience.
Competition: Research your local competitors. Understand their strengths and weaknesses, and identify opportunities to differentiate your dealership from the rest. It goes without saying that more populous areas might have a harder time competing with a rival store, but there are ways to consistently beat them online.
Customer Behavior: Study the purchasing behaviors and preferences of your target audience. Your first-party data and pump-in pump-outs are the silver bullet for understanding customer trends and a worthy time investement.
Choosing the Right Geographic Territories
Once you have a clear understanding of your market, it’s time to choose the most promising geographic territories to target. Here are some steps to guide your decision:
- Define Your Primary and Secondary Markets: Based on your research, identify your primary market—the area where the majority of your potential customers reside. This may be your own backyard (where your dealership is located) or the next city over – it will vary depending on your data. Additionally, it is critical to pinpoint secondary and tertiary markets that are worth your attention.
- Local SEO: Optimizing your local directories ensures that your dealership appears in the most local search results, making it easier for potential customers to find you.
Success in the automotive industry hinges on the ability to choose the right geographic territories to make smart marketing investments. By thoroughly understanding your market, carefully selecting your target territories, and implementing a well-rounded marketing strategy, your dealership can thrive in a digital age where competition is fierce, and customers demand personalized and meaningful interactions.
One of the primary functions of Reunion Marketing’s KeyLift strategy is creating content for your primary, secondary, and tertiary geographic locations so you have an increased chance of improving your organic search results in multiple areas. Reach out to us to learn more about this proven process of success by scheduling a demo.