When it comes to dealerships’ marketing needs, DealerSocket takes a hands-on approach, says Wes Lungwitz, the company’s director of digital marketing.
Access to inventory and CRM data, coupled with the expertise of its account management and implementation teams, allows the DealerFire team to form relationships and fine-tune marketing strategies to meet the individual needs of dealers, Lungwitz says.
“What’s a consumer going to click on? It’s going to be what’s most relevant to their search, and ultimately that yields better results,” he explains. “That person is very relevant and has a higher chance to convert — and they do.
“We see some outstanding stats with our inventory integration, and that makes our platform, the website and the marketing services more powerful. It also helps dealers use their advertising dollars more effectively," Lungwitz says.
If a dealer wants to promote specific or aging vehicles, DealerFire’s website platform can help set up landing pages for those vehicles that might include the dealer’s own special financing, lease deals or rebates, Lungwitz says.
That same incentive information is transferred to the vehicle’s VDP so its search ad will contain the same information.
“A lot of times when you see this, it’s last year’s models and they’re making way for new models; or it’s a piece of older, used inventory they want to focus on,” Lungwitz says. “We can make a page that is relevant for search, so it’s all custom SEO content on the page itself.”
Lungwitz also points out that DealerFire’s SEO, paired with pay-per-click, allows individual dealers to show up in organic searches — which typically happen during a consumer’s research phase — and “be there for every step of the buying journey.”
“We often see those multiple touchpoints along the journey for somebody who ultimately converted and bought a car from a dealership,” Lungwitz says. “And on the other side, we can utilize that customer data to further evolve our strategy for that specific dealer.”
That’s what’s happening at Moritz Dealerships, where Dobrow is in the beginning stages of a major refocus of the group’s marketing efforts. “We’re currently evaluating focusing on our brand and our websites versus relaying solely on third-party vendors.”
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