22 March 2019
Automotive marketing methodologies change by the day, but
marketing objectives remain more or less the same– which is to build
top-of-the-mind dealer brand recall and drive sales by promoting vehicles, services,
and packages. In the world we live in, the "how” of marketing is the deciding
factor between a sales hit and a sales flop.
In this article, we’ll shed some light on the differences
between inbound and outbound marketing and explain the benefits of the former
for your car dealership.
Outbound marketing is also called traditional marketing, and
this is what vehicle dealerships around the world have relied on for decades.
It involves TV ads, radio ads, billboards and hoardings, cold calling, mass
mail campaigns and so on.
Basically, outbound marketing works on the principle of
interruption, meaning that it causes a break in the flow of what your customers
were originally doing.
Instead of interruption, inbound marketing works on the
principle of attraction.
This specifically means that you design the marketing
campaigns of your auto dealership to appeal only to people who are actually
interested or on the lookout for a new vehicle.
This makes it much more targeted than trying to ‘interrupt’
those who really aren’t interested in doing business with your car dealership,
thereby maximizing the returns on your investment. It includes Google ads, SEO,
Facebook ads, email marketing, blogs and so on.
Inbound marketing enables interested buyers to find your auto
dealership the moment they begin searching. This is a big advantage for car
dealers, since customers today demand instant gratification.
Inbound Marketing Work?
Inbound marketing first aims to attract the right prospects
and leads, then engage with them, and drives them into the sales funnel.
Your vehicle dealership’s marketing campaigns must first draw
in those leads who have the highest likelihood of converting into paying
customers, which can be done with relevant and interesting campaigns.
The next stage involves capturing lead information using site
landing pages with online forms, and retargeting campaigns.
Your auto dealership also needs to utilize email campaigns,
social media conversations and other marketing initiatives to continuously
engage with prospects and customers. Inbound should form the bulk of your
marketing, complimented by some amount of outbound marketing to maximize
For more information on inbound marketing and
how izmocars can support your car dealership, Contact Us.