What do you do if your digital communication isn't connecting with potential automotive buyers?

- Review and analyse the current digital communication strategy to identify potential shortcomings or areas for improvement in connecting with potential automotive buyers. - Tailor digital communication efforts to align with the preferences and behaviours of the target audience, considering factors such as preferred platforms, content formats, and messaging tone. - Experiment with different approaches and content types, such as videos, infographics, or interactive quizzes, to capture the attention and interest of potential automotive buyers in new and engaging ways.

In the initial data analysis, I can confirm that you should take a close look at how many mails are actually received by the recipients and whether the UX/UI of the mails are not rated with too high a spam quotient. This can start with an unusual subject line (special characters etc.) and end with unclean or critical file attachments, which are normally also used by spam. Next, the bounce rate is exciting. If this is particularly high, the subject line and the text preview of the target group were probably either wrong in terms of content or timing, i.e. irrelevant. A stronger personalization or individualization of the content and a wisely chosen sending time can help here.

To improve digital communication with potential automotive buyers: Understand buyer personas and preferences. Tailor messaging to address customer needs. Utilise engaging content formats like videos or interactive experiences. Optimise website and social media platforms for user experience. Implement targeted advertising campaigns. Use data analytics to refine communication strategies. Seek feedback from customers and adjust accordingly. Stay updated on digital marketing trends and best practices.

Damit Sie verstehen, warum es nicht klappt, sollten Sie die Daten Ihrer Marketingkampagnen auswerten. Nachdem Sie dies gemacht haben, k?nnen Sie feststellen wieviele Empf?nger Sie erreichen konnten. Annschlie?end sollten Sie sich mit Ihren Wettbewerbern vergleichen, damit Sie schauen ob Sie überhaupt Marktf?hig handeln oder ob Ihre Marketingkampagnen überhaupt bei Ihren Empf?ngern ankommen.

Visual Storytelling: People are drawn to visuals. Invest in high-quality photos and videos that showcase your vehicles in action. Utilize interactive 360-degree views or virtual test drive experiences to allow potential buyers to explore your cars remotely. Compelling Calls to Action: Don't leave potential buyers hanging. Include clear calls to action on your website and social media, such as "Schedule a Test Drive," "Get a Quote," or "Contact a Sales Representative." Make it easy for them to take the next step in the buying journey.

Damit Sie erfolgreich sind und Ihre Marketingkampagne gut ankommt, müssen Sie gegebenenfalls auch Ihre Inhalte anpassen. Vermitteln Sie die Botschaften, die auch bei Ihren Kunden ankommen soll. Sprechen Sie mit Ihren Verk?ufern und h?ren darauf, was diese sagen. Passen Sie entsprechend Ihre Inhalte an, damit der Kunde auch hierin einen Mehrwert sieht.

"Content stays king!" sent directly in advance. In this context, this means that the content must be revised so that it is much more individually tailored to the respective car buyer. This includes classic demographic data and its evaluation as well as other behavioral data (hobbies, etc.). The look & feel and the development of the messages should also be based on this. Ultimately, however, it must be admitted that although this generates better responses than the original mass newsletter, for example, it ultimately only increases response rates to a mediocre extent. In the end, you will achieve the most success with special and exclusive discounts and bonuses.

Bei digitalen Kommunikationswegen ist es genau so wichtig darauf zu reagieren, wie bei Anfragen vor Ort. Setzen Sie Ihre Verk?ufer (oder spezielle Verk?ufer) extra darauf an, dass die Kunden schnellstm?glich eine Antwort erhalten. Arbeiten Sie hier auf keinen Fall mit Standardantworten. Personalisieren Sie Ihre Antworten und zeigen Ihren Kunden damit die Individualit?t und Wertsch?tzung von Ihrer Seite aus. Jeder Kunde ist wichtig! Egal ob Online oder im Autohaus!

Whether on static platforms (websites) or via dynamic channels (ads, emails, messages, etc.), the integration of direct communication channels to a dedicated employee is a great asset. Be it as a personalized e-mail or appointment form or as a personal sender within an e-mail. This creates a direct passive proximity to a real person and gives a potential car buyer a considerable increase in security when making a major investment decision.

The organized use of the right (CRM) tools is probably the reason why the competition is better than you. In the previous points, I have already talked about the qualitative difference of communication measures when they are data-driven and pre-planned. Here, the tools help both with the collection of the right data and the sensible use for target group individualization as well as with the determination of the ideal dispatch or impulse time.

Damit Ihre Kunden online auf Sie aufmerksam werden, sollten Sie Anreize schaffen. Ohne entsprechende Anreize, wird der Onlinekunde Sie nicht kontaktieren. Bieten Sie einen Mehrwert und entwickeln Sie spezielle Angebote hierfür. Sie k?nnen hier verschiedenes machen, wie Gutscheine zur Aufbereitung oder kostenlose Leihfahrzeuge beim Service. Diese Dinge kosten Sie nicht mehr, da Ihr Aufbereitungsteam und Ihre Leihfahrzeuge sowieso vorhanden sind. Bieten Sie Anreize, die Ihre Kunden zum Kontakt mit Ihnen aufrufen.

I already mentioned this in point 2. A discount or bonus is still the best introduction to successful dialogue marketing because it simply corresponds to human nature and has been woven into all of our roles as consumers in a special way since industrialization. The core action that should take place in the end is that someone gives a lot of money for a lot of car and this at the best conditions, at least it feels like. This is where discounts and bonuses really stand out.

Follow Up Kontakte sind ein wichtiger Punkt. Bringen Sie Ihren Automobilverk?ufern bei, das jeder Kunde nachkontaktiert wird und dass diese direkt im ersten Gespr?ch einen Termin für ein Follow Up Call ausmachen. Bringen Sie sich erneut in das Ged?chtnis Ihrer Kunden. Falls der Kunde noch nicht überzeugt ist, bieten Sie nochmals eine Probefahrt an oder sonstiges. Signalisieren Sie Ihrem Kunden, dass dieser Ihnen extrem wichtig ist!

Intelligent dialog marketing is aimed precisely at ensuring that every communication impulse always leaves or creates space and occasion to enter into a follow-up communication. This can range from the mere announcement of a reminder call within the initial communication to birthday greetings because the CRM system is well maintained.