In today’s auto market, customers expect more, both in terms of how they shop and customer experience. These changes have created a need for omnichannel communication for dealerships, which is a strategy that combines all of a customer’s touchpoints into one experience. By using a CRM platform with omnichannel strategies, you can find new ways to generate leads and engage customers.
In this article, we’ll discuss why using omnichannel communication is a smart choice for dealerships and how it can change the way you approach marketing.
What Is Omnichannel Communication for Dealerships?
Omnichannel communication is a strategy that connects a single customer’s interactions across all possible channels, including websites, social media platforms, email, text messaging, and in-person visits. For example, a potential buyer might start by browsing a dealership’s inventory on its website, continue the conversation through a live chat, and then schedule a test drive through text. With omnichannel communication, all these interactions are connected in one place, which means the dealership can follow each customer and know exactly where they are in the buying process, all while giving them a good car-buying experience.
The Growing Importance of Omnichannel Communication
According to recent studies, the majority of car buyers begin their journey online, comparing prices and reading reviews long before ever stepping into a dealership. To stay competitive, dealerships need to meet customers where they are—online—and give them the information they’re looking for before inviting them in for a test drive. Then, once they arrive at the dealership, sales reps can use omnichannel communication to know who the customer is, what car they asked about online, and what questions or interests need to be addressed.
Failing to adopt an omnichannel approach can mean your dealership is missing opportunities. When potential buyers have a confusing or fragmented experience (like a lack of coordination between online and in-store information), it can frustrate them and possibly cause them to abandon your dealership altogether.
How to Get More Leads in Car Sales with Omnichannel Communication
There are many benefits of using omnichannel communication, especially if you’re looking for ways to turn more leads into sales. Here, we cover a few of the best reasons to use this strategy at your dealership.
Improve the Customer ExperienceOmnichannel communication means your customers will see consistent messaging regardless of the channel they’re using. For example, if a customer asks one of your sales reps about financing options through email, they shouldn’t have to repeat their question when they visit the showroom. By keeping things consistent, you can build trust and give people the best possible experience.
Increase ContactsOne of the main goals in marketing for car dealerships is figuring out how to get more people to contact your dealership in the first place. Omnichannel strategies can make this easier since you’ll be capturing your customers’ information at all touchpoints. This includes social media campaigns, website forms, and SMS marketing.
Improve Your Conversion RatesAn omnichannel approach means you can give people personalized follow-ups based on information you’ve gathered from their past interactions. For example, if someone shows an interest in SUVs online, your team can highlight relevant promotions in future marketing. Personalized engagement leads to higher sales.
Gain a Competitive AdvantageDealerships that use omnichannel communication stand out from the ones that don’t. This is because being accessible and consistent across all platforms means people will see your dealership as innovative and focused on them, the customer.
Channels for Omni Auto Sales
As you’re looking at using omnichannel communication, there are a few major channels you’ll want to connect. Here, we cover the most important ones.
1Your WebsiteYour website is often the first point of contact for potential buyers. It should feature an intuitive design that’s easy to navigate and that can point people to updated inventory. It’s also a great idea to use live chat options and AI-driven chatbots, which can improve a person’s browsing experience by answering their questions instantly and helping them set up a test drive.
Your Social Media PlatformsPopular social media platforms like Facebook and Instagram are great places to share videos, customer testimonials, and promotions. Direct messaging on these platforms is also a place where potential buyers can ask questions and should be integrated into your omni auto sales strategy.
EmailsEmail has been around for a long time, but it’s still one of the best ways to nurture leads. Using email, you can send personalized follow-ups to keep your dealership at the top of people’s minds.
Text MessagingSMS automotive campaigns can take people’s differences into account by personalizing offers based on customer data. To get started with tailored promotions, use CRM software to track people’s preferences, including things like their favorite brands or questions they’ve asked in the past. Divide your audience based on their demographics, interests, and buying behavior. Once you have this information, you can use it to send out promotions that speak to each customer segment.
How to Get Started with Omnichannel Communication
To get started with omnichannel communication at your dealership, your first task is to invest in a great customer relationship management (CRM) system that aggregates data from all touchpoints. This includes your website, social media platforms, email campaigns, phone calls, text messages, and in-person visits. Once you have this centralized system in place, your team will get a full view of each customer’s journey, allowing them to understand individual wants and needs. This type of insight means your team can deliver personalized, consistent communication across all channels, building trust and driving sales.
The Future of Omni Auto Sales
As technology continues to change, so too will the possibilities for omnichannel communication. Emerging trends such as AI-driven personalization, augmented reality for virtual test drives, and voice-activated search will further improve each customer’s journey.
To remain competitive, dealerships need to stay ahead of these trends and continually tweak their strategies. By investing in omnichannel communication now, you’ll be well-positioned to meet future demand.
Learn More About Marketing for Car Dealerships with TECOBI
Ready to learn more about marketing for car dealerships? At TECOBI, we’re offering new automotive software for AI in dealership marketing to help you generate leads and close sales. It’s one of the smartest changes you can make right now to turn more potential buyers into customers.
Table of Contents
