How can I attract buyers to my adverts?
As you’ve probably noticed, the last few months have been anything but normal. Whilst there have certainly been challenges for all of us, the automotive industry has risen to face the challenge presented by the pandemic, resulting in one of the most transformative periods in its history.
Behind this transformation has been the acceleration of digital retailing, with a McKinsey & Company study concluding that Covid-19 has accelerated the pace of change by seven years. We’ve been working hard to produce the digital features, tools and insights that can help you attract, engage and convert more searches to sales on Auto Trader. Over the next few weeks we’ll be sharing just how to achieve success in our latest series of blogs and we’re kicking off this series by looking at how you can attract more buyers to you adverts.
If it’s not online, then it’s not for sale
Never has this statement been more relevant. With the digital transformation we have seen over the last ten months it’s more essential than ever to ensure that every vehicle on your physical forecourt is available on your digital forecourt.
Its also worth noting that we don’t expect to see a reversal in buyer behaviour, so by ensuring all your stock is online and being seen right now, you’re also setting yourself up for future success.
Using trust to attract buyers
Would you buy from a retailer with a poor review score? Us neither. Your reviews are displayed across all of your Auto Trader advertising and will directly impact your ability to attract buyers.
It’s important therefore to ensure you have a high review score that accurately reflects you as a retailer and here are a few tips for helping to improve and grow your reviews:
· Reply to all of them - the good and the bad
· Invite customers to leave a review after every purchase
· Remain polite and professional in your response
With the emergence of digital retailing, it’s also helpful to build reviews from customers who have dealt with you remotely, through Click & Collect and Home Delivery. This will give other consumers the confidence to deal with you in this way.
Creating a digital forecourt
If you have all of your stock online, then the next step is to up your advertising game. Digital retailing is about convincing a consumer to buy a vehicle without the need to view or drive it, not just offering home delivery.
Here are a few of our top tips for making the very best adverts:
Ensure you use high quality images – higher quality ads attract more buyers
Only focus on the vehicle – avoid using branding, logos etc particularly in the first image
Make sure you list all specifications including extras – make sure the buyer knows exactly what they’re getting for their money
Use an attention grabber to attract buyers – we already highlight pricing, mileage comparisons and service history so highlight what sets the vehicle apart
Create a story, not a list – buyers respond to stories not lists so take them through the features and benefits of the vehicle
Include a video – buyers spend 60 seconds more time on adverts with a video
Highlight what online retail options you offer – whether its click & collect of home delivery, buyers need to know how they can buy from you
Find out more about how to create the perfect digital forecourt be taking our Retailer Performance Masterclasses. Click here to find out more
Getting my adverts seen
If you’ve gone to the effort to create a top-quality advert then you want to be sure that buyers are seeing it. Whether you’re looking to put your stock in the spotlight, stand out in your local market or shift problem vehicles, we have tailored packages to help increase the prominence of your adverts.
For more information on how to keep turning searches to sales click here.
1.https://www.podium.com/resources/podium-state-of-online-reviews/