Many dealers rely on mail or traditional media to generate traffic from subprime customers. Their marketing forms have almost been habitual and they use the same practices month after month, year after year.
One trend that I have seen come on like gangbusters this tax season is the creation of more subprime traffic through PPC campaigns landing to optimized pages on your own websites. This traffic is not coming through third parties or disguised financial companies. They’re instead coming organically from the web. These shoppers are looking for ways they can buy based on their credit situations.
It’s a new way of thinking. It’s important to drive these people to your site where they can see all the financing options available at your dealership. From vehicles in stock to ways that they can rebuild their own credit, it will generate incredible numbers in 2014 in relation to conversion statistics.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
