The Message
The Basics
When developing the message for your digital marketing strategy, you need to ensure it answers the two questions a consumer wants to know:
- Do you have it?
- How much does it cost?
The old days of holding information hostage from the consumer in exchange for a lead are over. They will go to the next dealer or the next brand without thinking twice. Less than 1% of consumers fill out a lead when they go to a website. That doesn’t mean that only 1% of your visitors were actually interested in what they were looking at.
The message for a sales or service prospect follows the same rules for answering the consumers’ questions and applies across all mediums.
Advanced
As you get into more specific audience segments, customize your message to the audience you are targeting. Your sales message should be based on your actual inventory and should factor in current offers through lease and finance payment details. Service messages need to tell the consumer why they should service at your store instead of the 3rd-party independents.
Regardless of what mediums you choose to advertise in, keeping a consistent message across each makes your business more credible and reliable for the consumer. If your Outlander is advertised for $299 a month for 48 months in your search ad, make sure social, email, video, etc., list that same price. Consumers and your staff will be much more comfortable with the sales process as a result.