Automotive SEO

Can you make the most of first-party data in your automotive marketing? Here are some great ways to make use of this information for hyper-targeted campaigns.

First-party data is that information your company has collected directly from your audience. This means the customer has visited your dealership, websites, or follows your social media accounts. These methods allow you to collect data that the customer has directly given you permission to collect and utilize. This means your dealership is the first party to collect this unique information about your audience, making it the right kind of data.

A more effective way to reach automotive customers

The right allows you to build a database of information to make it much easier to directly market to customers who have shown some interest in your dealership in the past. The data you collect should go beyond the basics of age, gender, or location metrics. You’ll unlock insights required to customize your messaging at scale. This data can be utilized as part of your essential strategy for creating personalized experiences that reach automotive customers and increase the likelihood of conversions and sales.

Create YouTube Video Ads

You can partner with YouTube creators to send video ads to your customer list that has been created from the first-party data you’ve collected. More than 75% of auto buyers watch and respond to videos, which makes this method one of the most effective ways to send advertising to your customer base. Your hyper-targeted automotive campaign can bring your customer base into a regular viewership, which can help bring them in for services and when they need to buy the next car.

Create a strong social identity

Your dealership’s social media channels should have a consistent look and feel, which builds recognizable branding styles and formats. Most buyers rely on social media channels to help them during their car buying journey. Because of the data you’ve collected, its easy to send your advertising to your audience. It’s important to keep your message local and directed at the right age group for each part of your marketing strategy. Your consumers are on social media, which means you should meet them in this space.

Be different but direct

You’ve spent a lot of time collecting first-party data to build a strong customer base that is willing to engage with your dealership and your content. If you want to stand out in a crowd of dealerships, you’ll want to do something much different from what other companies are doing to send advertising to your customers. This means being innovative, offering different types of contests, and showing new products. You don’t have to be edgy in your ads unless that seems to work, but you might deploy something different, like a Christmas in July sale or other promotion.

Ask for reviews and offer rewards

Every time your customers visit your dealership, you should ask them for reviews. If you’ve collected their email addresses, this is pretty easy to do. You can send a few reminders to ask for positive reviews, which will add to your review collection and boost your position on search engine pages. It’s much easier to ask for reviews through automated methods than to try to send these reminders out individually and manually.

Offer incentives for reviews at the point of sale

Before a customer leaves your dealership, you want to collect the first-party data that will keep a customer in your database for many years. This means asking for a review at the point of sale, which is when most customers are happiest with your dealership’s team and can give you the most positive review. It’s also when they are most likely to give you as much data as you need to build your database and create the segmented advertising strategies you need for your future campaigns.

Brag about your customer experience

Send information to your database regarding upgrades to your customer service strategies, waiting room area, service appointment scheduling, and ways to make the lives of your customers much easier and better when they engage with your dealership. This is a great way to have repeat customers visit your location and work with your team for service and car buying in the future. Bragging about your customer service improvements will help your customers feel that you want them involved in the process.

The first-party data you collect from customers can be utilized to provide direct advertising that showcases your services, new vehicles, and various promotions, which should entice them to come back and work with your team repeatedly.