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Car Dealership Facebook Case Study

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Car Dealership facebook Case Study

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Case Study: How a Toronto Car Dealership Generated 3 times as many leads for half of their traditional ad spend.

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Company: Toronto Used Car Dealership

Location: Toronto, Ontario

Platforms: Facebook, Instagram, Google Display

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As costs began to rise from 2015 to 2018 used car dealerships began searching for alternative ways to advertise. Autotrader, Kijiji and others entering into the field were asking for a larger piece of the pie.

It seems everyone knows about SEO but the real gem is in digital marketing. SEO is outbound marketing, like TV, radio and magazine. Inbound marketing is the client coming to you. Rather than interrupting we educate.

In the first 2 weeks our campaign reached over 24,000 people within our targeted area. The message was created to target a specific region and persona. We were pulling in 19-25 year olds on the first campaign, 26-39 year olds on the second campaign and 40-57 year olds on the third campaign.

We were targeting and testing our message to a specific luxury sports sedan consumer. The same consumer who wold likely buy the Audi A4, BMW 3 series and Infiniti Q50 within his lifetime. Knowing the touch points of these buyer personas really helps when looking for immediate results.

The only other point to mention was that we created a landing or sales funnel for each buyer type. We know that from previous testing that landing a potential consumer on your website is the worst in terms of conversions. Product page was second worst then landing page. The best results across the board for vehicle purchasers was a medium length sales funnel with content, images and video tailored to their experience.

“We started to boost car ads and ran some video ads at first. We didn’t see much result. It was our tire distributor that recommended we use an agency. After receiving the audit I realized how much work actually goes into converting a prospect. From Targeting, message, images, funnel and email sequence. Its a full time job. But well worth it.”

This format lends itself well to dealerships that cary 50% or more of the segments options. At least 3 out of the 6 models available for any of the sedan, compact, suv or minivan selection. With a well placed offer or deal more leads make appointments, keep them and convert into sales.

With a saturated market like Toronto its important offer value, educate, personalize and service. Customers through these channels are more likely to become fans of your business and recommend family and friends.

If your dealership is interested in more information on Digital Marketing contact SkyRocket Media at 1-888-702-2770

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As costs began to rise from 2015 to 2018 used car dealerships began searching for alternative ways to advertise. Autotrader, Kijiji and others entering into the field were asking for a larger piece of the pie.

It seems everyone knows about SEO but the real gem is in digital marketing. SEO is outbound marketing, like TV, radio and magazine. Inbound marketing is the client coming to you. Rather than interrupting we educate.

In the first 2 weeks our campaign reached over 24,000 people within our targeted area. The message was created to target a specific region and persona. We were pulling in 19-25 year olds on the first campaign, 26-39 year olds on the second campaign and 40-57 year olds on the third campaign.

We were targeting and testing our message to a specific luxury sports sedan consumer. The same consumer who wold likely buy the Audi A4, BMW 3 series and Infiniti Q50 within his lifetime. Knowing the touch points of these buyer personas really helps when looking for immediate results.

The only other point to mention was that we created a landing or sales funnel for each buyer type. We know that from previous testing that landing a potential consumer on your website is the worst in terms of conversions. Product page was second worst then landing page. The best results across the board for vehicle purchasers was a medium length sales funnel with content, images and video tailored to their experience.

“We started to boost car ads and ran some video ads at first. We didn’t see much result. It was our tire distributor that recommended we use an agency. After receiving the audit I realized how much work actually goes into converting a prospect. From Targeting, message, images, funnel and email sequence. Its a full time job. But well worth it.”

This format lends itself well to dealerships that cary 50% or more of the segments options. At least 3 out of the 6 models available for any of the sedan, compact, suv or minivan selection. With a well placed offer or deal more leads make appointments, keep them and convert into sales.

With a saturated market like Toronto its important offer value, educate, personalize and service. Customers through these channels are more likely to become fans of your business and recommend family and friends.

If your dealership is interested in more information on Digital Marketing contact SkyRocket Media at 1-888-702-2770

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