Both play different but increasingly important roles in your digital strategy, and by tailoring your marketing activities to the behaviour of each, you can boost engagement with all aspects of your audience.
Leads and customers: what’s the difference?
Leads represent the first touchpoint between a dealership and a potential customer. That could be the initial enquiry that reaches the dealership, and usually includes information that enables the dealership to take action with a follow-up email or phone-call. A lead is a direct result of marketing activity such as an online banner, paid search advertisement or newsletter.
A potential customer is an identifiable person who has made a connection with your business through a lead. Because of the information this person’s given you, your sales team can respond to their needs directly, and provide services accordingly. A customeris a person who uses your products or services, having already established contact with the dealership.
Leads represent potential customers, and that makes them the first step in the sales process for any business. After the initial enquiry, further action can be taken to reach out to customers, and then the process is repeated to connect with as many people as possible.
How can businesses generate more leads?
88% of potential car buyers start their buying journey with online research*. This means your digital presence is crucial in enabling new customers to find and connect with your dealership. The more visitors you attract to your website, social media channels or online advertisements, the more leads you generate. Paid search advertisements, online banners, email campaigns and website content are key ways to draw potential car buyers to your dealership.
Generating more leads for your business
The process of generating leads and ensuring they translate into engaged customers is strengthened by how well your sales and marketing teams collaborate.
Your marketing team controls the channels that reach out to potential customers; it’s responsible for generating content that encourages new car buyers to provide their contact details.
Once you’ve got the information you need to get in touch with a potential customer, your sales team can follow up on their initial interest, with the goal of bringing them into the dealership to continue the purchase process – and make a sale.
Today, your digital marketing strategy is the crucial first step in the vehicle sales process, and highly important when it comes to attracting high quality leads. As experts in the field of automotive digital marketing, Modix has a suite of specialist tools designed to help you maximise your online presence, and engage more productively with customers.
Our Modix AdBox product drives high-quality lead generation by displaying your live vehicle inventory through Google, using pay-per-click advertising, and enabling automated bidding on any vehicle, 24/7. It’s just one of the ways Modix services work with you to boost your business, and help you reach more customers more effectively.
To find out more about how our unique product offering can help you power up your digital strategy, take a look at the product section of our website today.
*Cox Automotive through IGH Automotive Study