The ultimate guide to local car dealership marketing

The route to successful dealership marketing is increasingly digital. Think With Google revealed that 95% of automotive customers start their search for a new car online​. And of that huge customer base, 60% come from a mobile device. These compelling statistics make local SEO a powerful tool for dealerships aiming to outpace the competition.

While you can’t ignore other marketing strategies, focusing on local SEO can reap huge rewards for minimal investment. Let’s break down a successful car dealership marketing strategy, paying special attention to attracting local customers.

Gear up your dealership marketing with Google Business Profile

Google Business Profile (GBP) is like your automotive dealership’s online showroom. This will likely be where customers first encounter your dealership, so it’s important to make a good impression.

Car dealership marketing on Google Business Profile

Your GBP provides essential business information—location, contact details, business hours—and features customer reviews, photos, and posts. 

Google Business Profile optimization tips for dealerships

Building out a robust GBP increases visibility in local search, directly influencing your dealership's ability to attract buyers. Fortunately, it doesn’t cost anything to do, and you can even use local SEO tools to make it easier.
 

Complete your profile: Fill out every section of your GBP, including your business category and services offered. The more complete your profile, the better Google can match your dealership with relevant searches.

A complete Google Business Profile
 

Use keywords effectively: Work phrases like "certified pre-owned cars" and "automotive dealer" into your business description. This helps improve your search relevance.

Encourage reviews: Actively solicit feedback from your customers. Positive reviews not only enhance your profile’s appeal but also boost your local SEO rankings.

Update frequently: Post regularly about promotions, events, or new arrivals. Updates keep your profile engaging, signaling to Google that your business is active, which can improve your search rankings.

Include visual content: Photos and videos of new models, your showroom, and the team make users feel confident about visiting. The user journey may start online, but 95% of transactions still take place at the dealership.

Good GBP optimization lays the groundwork for your dealership’s local marketing strategy. Get this right, and the rest of your SEO efforts should pay off in dividends. 

Navigating online reviews and customer interactions

Online reviews are more than just feedback—they’re a pivotal aspect of your digital reputation and local SEO. For automotive dealer marketing, managing these reviews properly can significantly affect both customer trust and search engine visibility.

Google reviews for a local car dealership

Positive reviews can boost visibility in search results and make your dealership the go-to solution. On the flip side, negative reviews offer an opportunity to demonstrate customer service and how you handle criticism.

Strategies for managing car dealership reviews

A good review generation stratery requires careful planning and consistency, but you don’t have to manage it alone. You can use free and affordable tools to make the process more efficient  so you don’t get overwhelmed and drop the ball.

Actively solicit reviews: Encourage satisfied customers to leave reviews. A simple SMS reminder after a sale or service can make a huge difference to the volume of feedback you receive.

Make it easy: When asking for reviews, it’s best to give customers a simple way to leave their feedback. Include a Google review link or QR code so customers don’t waste time looking for your listing.
 

Respond promptly: Whether positive or negative, responding to reviews shows that you value customer feedback. AI tools can help your responsiveness so your dealership maintains a positive customer experience.

Spread the word: Showcase your customers’ satisfaction on your website or social media. Reviews are also powerful assets to use in ads and emails to demonstrate the high quality of your service. This not only enhances your reputation but also builds trust with new car buyers.

Integrating review management into your car dealership marketing strategy can make a dramatic impact on your online reputation. This should attract more buyers and improve your local SEO—critical components for any successful automotive dealer marketing plan.

The roadmap to your local car dealership content goals

Localized content can boost your online presence and rankings. Addressing specific customer pain points through content also establishes your dealership as the solution to their problems

An optimized local car dealership blog 

How to create engaging local content for car dealerships

Good local content helps car buyers in your area find relevant information easily, making your dealership more trustworthy. It also plays a crucial role in local SEO by working in region-specific keywords and topics. But before you start writing your first post, it’s important to approach your content marketing with a clear plan.

Understand your audience: Market research helps dealerships tailor content to the needs and interests of buyers in your area. Learn what models are popular in which areas and create specific content for those audiences.

Hot topics: Include videos and articles on car maintenance tips and local driving laws. Content on local automotive events or automotive industry news could also draw in local car enthusiasts. This approach keeps your content relevant and positions your dealership as a reliable resource for automotive information.
 

Community involvement: Share stories of your dealership’s work with local charities or sponsorships. This builds brand awareness and highlights your role in the community.

Local content is an often-overlooked part of an effective automotive marketing strategy. Not only does it enhance local SEO, it also builds trust with potential customers and improves conversion rates.

Driving traffic with localized advertising campaigns

Effective advertising campaigns are crucial for steering potential customers towards your dealership. Search and social advertising allow you to target specific demographics, making your marketing efforts more precise and impactful. For example, ads shown to a hyperlocal target audience are more likely to result in visits and purchases. This targeted approach helps maximize your ad spend and increases the likelihood of attracting genuine car buyers.

A Google SERP displaying adverts for automotive dealerships

Crafting effective local ads for your auto dealership marketing strategy

Google Ads and social media platforms offer tools that allow you to finely segment your audience. Here are a few tips on how to make the most of your ad spend:

Use geo-targeting: Tailor your ads to specific locations and behavioral criteria. This can include targeting by city, ZIP code, or even specific neighborhoods that might buy certain types of vehicles.

Retargeting: Use display ads to target customers that have already visited your website or engaged with your social media. Buying a car is a huge decision and not everyone is ready to part with their money in the first interaction.

Personalize messages: Address local concerns or trends in your ads to resonate more deeply with your audience. Personalization can dramatically increase the effectiveness of your campaigns.

Optimize for mobile: Most local searches take place on mobile devices, so optimize your ads for smaller screens.
 

If you have the budget, localized advertising is one of the fastest ways to boost your online visibility. Combined with good local SEO, your dealership can dominate local search for car buyers.

Firing up your social media engines

Social media is an essential gear in the modern automotive dealer marketing machine. It not only builds brand awareness but also allows for direct engagement with potential and existing customers. Social media platforms provide a dynamic space to showcase your inventory, share customer reviews, and broadcast dealership events. These interactions are crucial for building trust and fostering long-term relationships with your customer base.

A Facebook post for a local car dealership

Effective social media tactics

Fine-tuning your social media strategy can significantly enhance your online presence and attract more buyers to your dealership. Here’s where to start:

Post regularly: Keep your social media profiles active by posting regularly. Use a mix of content, including live videos, customer stories, and behind-the-scenes looks at your operations.

Engage with your audience: Respond to comments, participate in conversations, and run social media-exclusive promotions.
 

Open your doors: Organize a local event and highlight it on your social media channels. This not only brings people to your lot but also reinforces your dealership’s involvement in the community.

Effectively harnessing the power of social media drives traffic to your dealership, improves engagement, and ultimately accelerates car sales.