Maximizing Market Share

From precision merchandising tactics to pricing finesse, last week’s All Things Used Cars provided a solid roadmap to capturing more market share with marketing. Boost your customer engagement online and in-person by considering:

🗺️ Strategy – 

• Ensure media strategies are aligned with business goals.
• Craft advertising messages that answer "Why buy?", "Why buy now?", and "Why buy from me?".
• Determine a marketing strategy for cars with no leads and less attention.
• Evaluate your marketing channels regularly for efficacy and inefficiencies. 

📃 Listings – 

• Write compelling descriptions with keyword descriptors for better search-ability.
• Maximize the number of photos allowed per listing and order them strategically. For example: most appealing pictures first that showcase best features and include a variety of interior and exterior shots.
• Keep quality inventory photos that are consistent and updated regularly.
• Flat pricing/price rounding to capture the most relevant buyers.

🔎 Merchandising – 

• Focus on engaging merchandising and syndications for an improved customer experience.
• Pay attention to details, especially cleanliness, easy of use, and organization.

💻 Digital Audits – 

• Double-check (or even better, triple-check) all relevant links and listings for accuracy (404 errors, pricing discrepancies, typos).
• Establish a process for staff to report and correct issues promptly.

🤗 Trust – 

• Use brand imagery and visual elements to demonstrate your dealership's quality and attention to detail across all digital channels.
• Provide clarity to your team and define standard operating procedures to build consistency and trust with customers.