Consumers have become more demanding and savvy, and they use digital media to compare which car is the best to buy; so let's look at some data that we found in an infographic from Think with Google:
YouTube influences the purchasing decision of 69% of car buyers , as they have admitted to watching related videos on the platform.
70% of potential customers search for dealerships from mobile devices .
50% of potential customers use their smartphones while in the dealership.
The latter, we imagine, to obtain better information or compare prices with other dealers.
The Buyer Persona, on the other hand, is the construction of your ideal client. It is a semi-fictional person with the fundamental characteristics that you need to know about your potential client. To define it, you can use something like the following:
Juan is a professional man with purchasing power X, with a family of X number of people looking for a car that is between X and X price.
Once you know and understand your Buyer Persona, building loyalty is much easier. Therefore, it is essential that you research it and follow up properly.
There are brands like BMW that do mobile marketing because they understand that their Buyer Personas use and feel comfortable with applications, which generates more trust.
They also use comparisons between their cars to make it easier clinics email list for them to choose and make the final decision:
There are other dealers that do video marketing because they understand that their Buyer Personas are visual and make decisions based on references from audiovisual materials.
The Buyer Journey has three phases: awareness, consideration and decision.
In the first, the consumer recognizes that he or she has the need or desire to buy a car; in the second, he or she looks for a dealer and evaluates the options you offer; and in the third, he or she obviously makes the decision to make the purchase or not.
Inbound Marketing is about segmenting each of these stages to give them the precise information for each moment of the funnel and thus provide them with a good user experience and generate trust.
Once they make the purchase of the car at your dealership, the idea is that your customers become the main promoters of your brand and tell their family and friends: “I recommend this dealership with my eyes closed: it is reliable, affordable and great on social media.”