Do you ever have those days where you have a million things to do and haven’t the slightest idea how to get it all done other than to do multiple things at once?
If you answered yes, you might not be surprised to learn that your online shoppers have this problem too. Time is of the essence, and we’re all busy, busy, busy. But to gain more business from the busy crowd, your dealership needs to find ways to grab their attention and make their time worthwhile.
So how do you accomplish this? It’s simple. You offer your shoppers ways to get their other tasks done while they are trying to buy a car or service, and as a result – you win their business! Let’s take a look at a few ways how your dealership might effectively execute an automotive marketing strategy to win more sales and service appointments from today’s multitaskers:
Cater to Second-Screening Consumer Behavior
According to J.D. Power, 53% of consumers use mobile for their automotive research, and that number will undoubtedly increase. Always-on consumers are inherent multitasking shoppers, and to sell to them, you need a mobile marketing strategy.
User-Friendly Mobile Websites
Today’s distracted shoppers prefer mobile-friendly sites that they can browse while watching TV or doing other tasks. A responsive mobile site saves them time, they don’t have to switch devices to interact, and it requires the least effort to find information fast. While (hopefully) the vast majority of automotive websites are already mobile-friendly, they need to be user-friendly as well. Your multitasking car buyers don't have the attention span to struggle with a bad user experience.
Looking for tips on making your dealership's mobile site more user-friendly? Check out our FREE eBook: Is Your Dealership Website Mobile-Ready?
Chat with Mobile Shoppers
A responsive mobile website isn’t completely effortless without live chat. Adding a chat or text button to your mobile site allows shoppers to get their questions answered quickly, their decision made, appointment scheduled, and get back to watching their show or doing the other hundred things they have to do in no time at all. Once you turn on mobile conversations, be sure to follow proper mobile chat etiquette. The wrong conversation will drive your busy customers away. Check out "6 Dos and Don'ts of Mobile Conversations" for helpful chat tips.
Appeal to Omni-Channel, Multitasking Shoppers
Car buying is almost a fully omni-channel experience. Your car buyers typically switch between online and offline channels 4 times during the shopping process. Your digital marketing strategy needs to expand beyond your website and traditional advertising. Social media advertising, SEM, and 3rd-party websites are just some of the many options available to your customers when they research vehicles. Successful dealers will capitalize on these new digital sales opportunities by being present — and, they'll interact with shoppers on these channels.
The era of "traditional chat" is over. Your multitasking shoppers are most likely toggling between Facebook, Craigslist, and your website while they research. Be there when they find your inventory. ActivEngage, for example, lets your team (or ours) chat with busy shoppers wherever they are — social media, search results, digital ads, 3rd-party sites, etc.
The right chat solution will help you broaden your reach while catering to the needs of today's shoppers. It’s a win for you and a win for your customers, which is precisely what you want!
Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.