Through text marketing, dealerships develop valuable leads into new customers, while maintaining a direct connection with repeat customers. It has a low cost of entry and provides data that improves marketing analytics. It’s an integral part of any dealership’s overall marketing plan that requires a strategy to be successful.
Strategic Marketing for Successful Results
Text message marketing for car dealerships is a unique way to engage directly with customers. But without a plan, customers receiving texts may quickly unsubscribe, especially if they don’t recognize the value. Adopting the right plan of action before implementing a text marketing campaign will improve the overall results. It needs to be comprehensive with the goal of driving more leads into the showroom or service center. The following list details each step of your text marketing plan.
1. Creating a List
When creating a list, it’s important to understand how customers’ data should be handled. Always follow company policy and ask questions before possible conflicts arise. Every customer list can be divided into two categories: active and quiet. The list should also be segmented into multiple subcategories for more targeted messaging. After a full campaign has been completed, the makeup of these two categories should change in favor of active customers.
2. Add to the List
Getting a phone number is easy with a keyword sent to a shortcode. A good keyword is a memorable one, so customers can recall it later. When choosing a text messaging service, it’s important that they offer keywords, or else the list will have a hard time growing.
3. Welcome Them
The first thing a customer should see is something warm and inviting. A polite welcome should inform them about what they should expect to see in future texts and give instructions on how to unsubscribe (required by law). Every text will have an unsubscribe option, so the goal is to send texts that are enticing and personalized to their needs.
4. Show Value
Go beyond pricing and show value through service, culture, and convenience. Value lets them know that they are getting a great deal or the best service possible. The dealership becomes a place they want to go to for everything related to their vehicle.
5. Automation
Automating the process of sending texts eliminates errors and keeps everything on schedule. This frees up time for analyzing data and crafting new messages that appeal to every customer segment.
6. Data
With text messaging, the data is easy to get and easy to understand. It shows whether or not a message was successful. Plus, data indicates when to send a text, which is just as important as the message it carries.
7. Surveys
Surveys are a great way to get a better understanding of what customers are looking for and why. More people will complete an online survey versus taking one in person. Texts can briefly introduce a survey, what it’s designed to do, and then provide a link to it.
A New Customer Touchpoint
Text message marketing for car dealerships opens a new way to interact with their customers. For potential customers, a good text marketing campaign gets them involved quickly with the brand and holds their interest. They learn more about what differentiates the dealership from the competition. This leads to more sales and loyal customers. And it all starts with a strategic plan that creates a personal journey.