Are you experiencing a less-than-satisfying digital marketing ROI?
If you’re not generating the level of quality leads that you want, consider your current digital marketing plan and determine if it’s being hindered by any of these four common digital marketing mistakes.
1. Outdated SEO Strategy
Search Engine Optimization (SEO) is crucial to a successful digital marketing plan. However, as search engines continue to advance, the best practices for SEO change. For example, a popular strategy back in the day was “keyword stuffing,” or filling website copy with as many keywords as possible to appeal to a higher volume of online searches. However, search engines now prioritize website content by quality and relevancy to filter out keyword-stuffed websites.
Keywords are still very important to your search engine ranking, but they need to be used naturally alongside several other SEO tactics such as creating education-based content, featuring online reviews and keeping your digital directories up to date.
2. Featuring Minimal or Outdated Inventory & Service Descriptions
Search engines comb for websites that feature complete, accurate product information to fulfill online searches. With shoppers mostly searching online before purchasing a unit or part, informative website content is more important than ever. Shoppers are looking for current and reliable information regarding products, images, pricing and more. If this information doesn’t exist or is outdated, visitors may assume that your dealership doesn’t offer what they need and look elsewhere.
To ensure your website is a high-quality resource for your prospects, make sure your inventory listings are up to date and reflect your inventory lot. Regularly remove sold units and add new listings to help shoppers find what they’re looking for.
3. Relying on Outdated Marketing Strategies
In order to maximize your website traffic, your digital ads should be found wherever customers are looking. If you’re still relying on the same digital strategies that your dealership was using five to ten years ago, there’s a good chance these methods just aren’t reaching your customers anymore.
Stay informed on which marketing methods resonate the most with shoppers in your industry and invest in the most effective strategies. For example, Pay-Per-Click (PPC) advertising is a very cost-effective method of connecting with a highly curated pool of leads, and your marketing dollars only go toward the leads who express interest in your brand.
4. Forgoing Email Marketing
Don’t box your dealership into just SEO and SEM tactics and miss the large volume of shoppers who are receptive to marketing emails. Email marketing is highly effective at reaching shoppers at different stages of the path to purchase. Emails can also deliver highly personalized messages to help you connect with each recipient even when you’re marketing to a wide variety of shoppers.
Email marketing is a great way to nurture your customer relationships because you can segment your customer base into specific groups to deliver highly targeted content. If you’re concerned about finding the time to create personalized email content and follow up diligently with leads, you may consider automated email marketing, which builds triggers into a customer’s path to purchase so that they receive highly relevant messaging at every key moment.
Any of these common digital marketing mistakes can cause your dealership to lose out on a great number of customers and brand growth opportunities. Make sure your dealership is compliant with the current lead-driving strategies so that you can achieve your sales goals and build a consistent ROI trajectory.
If you are wondering where and how to start modernizing your digital marketing strategy, we invite you to contact ARI today. Our digital marketing experts would be happy to provide you with customized advice and best-in-class marketing tools!