A survey by Google showed that 90 per cent of Australian car buyers turn to Google Search to do research, and now decide on a final purchase quicker than before. The same survey showed that as consumers undertake more online research, car brands and their dealers are expected to have a strong online presence.
Brokers and dealers should therefore also be well-equipped to meet the demands of today’s digital savvy customers. Here are four ways to connect with them online.
1. Create a blog
Blogs are a good way to let your customers get to know you or your brand without being too intrusive. By posting compelling content that is useful to your audience, helping them find answers to their pain points, you can build your reputation as an expert and give your readers a reason to keep coming back.
Where possible, don’t forget to include a call-to-action at the end of your posts so customers know how to contact you afterwards.
2. Send a regular newsletter
Email marketing remains one of the most powerful ways to keep in touch with existing clients, and a regular newsletter can help keep you or your brand at top-of-mind presence. Newsletter signups are a lead generation tool, so ensure that visitors to your website can easily sign up to receive content on a regularly basis.
You can also add more value to subscribers by planning the content of your newsletters to coincide with relevant periods in the year, like an article with re-financing tips at the end of the financial year for example.
3. Be active on social media
Social media can be a great way to connect with potential customers and then subtly promote your brand. LinkedIn for example - most regularly used for professional relationships - allows you to contact customers and prospects directly, seek referrals from colleagues and share your expertise by discussing relevant issues on groups.
You can use LinkedIn as a blogging platform, posting articles that demonstrate your thought leadership, or Facebook or Twitter to do a live update about a company event for example. A great tip is to include images in your posts to promote shareability, or use hashtags to help generate interest amongst readers.
4. Leverage podcasts and webinars
Differentiate yourself from your competitors by doing web events like podcasts or webinars. Podcasts are like your own radio program that anyone can download and listen to, while webinars are online presentations held in real-time so participants can ask questions as you go.
You can also make your webinar recording available after the event, or turn it into a podcast. Both podcasts and webinars can cover a wide range of topics and formats, and most importantly, allow you to address your audience through a human voice, making the connection more personal.
Connecting with your customers online can help you build your brand and create a loyal following, but it’s also important to be able to offer solutions that can meet your clients’ needs. Contact your Pepper Money BDM to see how we may be able to help tailor a plan that’s right for you and your customers today.