One of the best ways to provide a great digital experience for car buyers is to create and deliver content that is relevant to their needs at each stage of the journey. This content can be delivered through a variety of channels, including your website, social media, email, and paid advertising.
Awareness Stage
At the awareness stage, consumers are just starting to think about buying a new car. They may be browsing different websites, reading reviews, and talking to friends and family.
Here are some types of content that you can deliver at the awareness stage:
- Blogs: Write blog posts about topics that are of interest to car buyers, such as the latest car models, car buying tips, and car reviews.
- Videos and FAQs: Create videos and FAQs that answer common questions that car buyers have.
- Social content (organic and paid): Share social content that is relevant to car buyers, such as car photos and videos, car news, and car buying tips.
- Social media videos with feature run downs: Create social media videos that highlight the features and benefits of your cars.
- Payment calculators: Offer payment calculators on your website so that consumers can estimate their monthly car payments.
Consideration Stage
Once a consumer has narrowed down their choices to a few different cars, they will enter the consideration stage. At this stage, they will start to do more in-depth research on the cars they are interested in.
Here are some types of content that you can deliver at the consideration stage:
- Reviews: Publish reviews of your cars on your website and on social media.
- FAQs: Answer common questions that car buyers have about your cars.
- Future builders on websites and calculators for total amount estimates: Offer future builders on your website so that consumers can estimate the total cost of owning one of your cars.
- Quality ratings: Display quality ratings and awards that your cars have received.
- Maintenance information and costs: Provide information about the maintenance requirements and costs of your cars.
- Email content: Send email newsletters to car buyers who have signed up for your mailing list. Your email newsletters should include information about your cars, as well as car buying tips and advice.
- Test driving experiences and dealer events: Invite car buyers to test drive your cars and attend dealer events.
Conversion Stage
Once a consumer has decided which car they want to buy, they will enter the conversion stage. At this stage, they will start to look for financing options, negotiate a price, and buy the car.
Here are some types of content that you can deliver at the conversion stage:
- Product comparisons: Offer product comparisons on your website so that consumers can compare different car models.
- Competitive reviews: Write competitive reviews of your cars and other cars on the market.
- Reviews: Publish reviews of your cars on your website and on social media.
- Retargeting and email content: Retarget car buyers who have visited your website but have not yet made a purchase. You can do this through paid advertising and email marketing.
- Pricing comparisons and estimates including total cost of ownership: Offer pricing comparisons and estimates on your website so that consumers can compare the prices of your car models with different trims and features including warranty and sales taxes.
Multi-Touch Marketing
Multi-touch marketing is an approach to marketing that involves delivering content and messages to consumers through multiple channels. This approach is effective because it allows you to reach consumers at different stages of the car buyer’s journey.
Here are some tips for delivering multi-touch content to car buyers:
- Use a variety of channels: Deliver content to car buyers through a variety of channels, including your website, social media, email, and paid advertising.
- Make sure your content is relevant to each stage of the buyer’s journey: Tailor your content to the specific needs of car buyers at each stage of the journey.
- Use a CRM system to track customer interactions: Use a CRM system to track customer interactions across all channels. This will help you to better understand the needs of your customers and to deliver more relevant content to them.
By following these tips, you can create and deliver content that will help you to reach car buyers at every stage of the journey and increase your sales. Milestone is a leading provider of automotive digital experiences, having worked with Nissan and Renault, if you are interested in enhancing your brands digital experiences, send us an email at [email protected] or visit us at www.milestoneinternet.com
