Lead Nurturing

Lead Nurturing Tactics That Actually Work for Automotive Sales

Having the right lead nurturing strategy can make a big difference in your overall sales by turning online inquiries into customers. With advancements in technology, including AI lead nurturing, there are many options for your dealership to improve the way you capture new business. In this article, we’ll discuss what we mean by lead nurturing, cover marketing tips, and go over how lead nurturing services can help improve your sales.

What Is Lead Nurturing?

Lead nurturing is the process of building relationships with potential customers at every stage of the sales funnel. This involves giving people relevant information that addresses their needs. Unlike other marketing tactics, nurturing marketing is about consistently reaching out to leads or showing them ads, which keeps your dealership top of mind.

For car dealers, lead nurturing can involve things like replying quickly to online forms, giving people personalized vehicle recommendations, offering resources like financing options or maintenance tips, and staying in touch through different channels like email, SMS, and social media.

Lead Nurturing

Happy Man Holding New Car Keys

Why Does Lead Nurturing Matter for Dealerships?

Many potential car buyers take weeks or even months to make a decision. During this period, they’re likely researching many different cars to compare prices and features. If you have a good nurturing marketing strategy in place, it means your dealership will stay on the top of people’s minds all through this journey. Engaged leads are more likely to become paying customers.

Additionally, lead nurturing can help build relationships with potential buyers, which increases the likelihood of repeat business and referrals, and the personalization that’s common in lead nurturing can make people feel valued. 

What Are Lead Nurturing Tactics that Drive Sales?

Deciding to include nurturing marketing in your strategy is only the start. There are many different tactics you can use, and we encourage you to try different methods to see what works. Here, we cover a few known lead nurturing tactics that drive sales. 

Sales Man
1

Segment Your LeadsSegmenting your audience based on things like their demographics, interests, and stage in the buying process means you can have more targeted communication. For example, for first-time car buyers, you might focus on educational content like guides to choosing the right car. For returning customers, it could be better to highlight loyalty rewards and trade-in offers. For people on a budget, you can emphasize financing options. This way, you’re speaking directly to each segment rather than grouping everyone together.

2

Use AI Lead Nurturing ToolsArtificial intelligence has completely changed lead nurturing services by allowing dealerships to give people hyper-personalized experiences. AI tools can analyze vast amounts of data to predict customer behavior and recommend vehicles.

A few of the main ways dealerships can use AI lead nurturing include chatbots, predictive analytics, and personalization for email and SMS. With bots like the TECOBI Auto Bot, you can give people instant responses to online questions and guide people through their options. With predictive analytics, AI can help identify which leads are most likely to convert and, therefore, which to prioritize. Finally, with personalization tools for email and text messages, you can tailor subject lines, content, and recommendations based on each individual. Together with the right automotive CRM solution, AI is a major way to drive growth.

3

Use Multichannel MarketingMost people interact with brands across multiple channels. A multichannel approach means you’re meeting leads where they are most active. 
The best channels for car sales include email marketing, text messages, and social media. Emails can be used to send updates, promotional offers, and educational content. Text messages can be integrated with AI to share appointment reminders and deals. Finally, social media can be used to talk to leads with interactive posts or testimonials.
Staying consistent across these channels is important if you want to reinforce your dealership’s brand.

4

Make Your Content ValuableYou can nurture leads with educational content, but it’s important to give people resources or information that’s actually useful to them. This will set your dealership up as a trusted advisor rather than just a seller. For example, you could put together a vehicle comparison guide to help people weigh their options, share videos that explain features, or send out customer success stories that show testimonials and case studies.

5

Use Drip CampaignsA drip campaign involves sending a series of automated messages, usually through email, that nurture leads over time. These campaigns will help you keep up engagement without overwhelming your audience.

For example, if you’re running an email drip campaign, in the first week you might thank people for their inquiry and introduce your dealership. In the second week, you can share a vehicle recommendation based on their preferences, and in the third week, you can point out financing options.

By giving people this kind of regular content, drip campaigns can help keep leads engaged until they’re ready to make a purchase.

6

Track PerformanceIf you’re going to use lead nurturing, you’ll need to track performance to see what’s working and what isn’t. Use a CRM with analytics tools to track metrics like open rates, click-through rates, and conversion rates. This will allow you to identify what’s working and refine your strategies.

As technology continues to evolve, so will the opportunities for lead nurturing. Here are some emerging trends to watch.

Ai
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Advanced AI Lead NurturingExpect more sophisticated tools like AI chatbots that can understand nuanced customer behaviors and preferences.

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Voice AssistantsWe expect to see more voice-activated technology that can help dealerships manage inquiries and follow-ups.

3

AR/VR ExperiencesWith more and more people beginning their car-buying journey online, virtual test drives and showroom tours can be used to capture new leads.

Learn More About Lead Nurturing with TECOBI

At TECOBI, we offer new AI lead nurturing services to help you generate leads and close sales. By using our software to power strategies like segmentation and automated follow-ups, you can build relationships with potential buyers and drive more conversions. 

Automotive Advertising Technology Blog

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Jason Girdner
Jason Girdner

Jason Girdner is a visionary entrepreneur and the driving force behind TECOBI, a pioneering automotive advertising technology company renowned for its innovative approach to dealership marketing and sales. With a rich background in automotive sales and a deep passion for technology, Jason co-founded TECOBI to address the evolving communication preferences in the automotive industry, particularly the shift towards text messaging as a primary communication channel.

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