You want to build your business and enjoy consistent growth–and to do that, you must attract customers. One of the best ways to draw them in is to put yourself in your prospects’ shoes, and that means understanding the car buyer’s journey.
No one should go on a journey alone. Let Epsilon Individual Automotive be your guide as we walk you through the customer’s experience and show you how to help them find their way to your automotive business.
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WHAT IS THE BUYER’S JOURNEY?
The buyer’s journey is the thought process a consumer goes through before making a purchase. All kinds of shoppers go through it without even realizing it, including you. Basically, it’s a theory that maps out how prospective customers go from needing something to considering your business to deciding to buy from you.
Along the way, they’ll realize what they need, do some research, and weigh their options. These steps can be broken down into three stages:
- Awareness
- Consideration
- Decision
AWARENESS STAGE
You’ve probably heard the saying, “a journey of a thousand miles begins with a single step.” When it comes to the buyer’s journey, that first step is when customers realize that they need something. It could be a new set of tires, an inspection, or even a new car.
No matter what they want or need, once they’re aware of it, they’ll start searching for answers. An interested person may start seeking solutions in these ways:
- Asking friends and family for recommendations
- Clicking on banner ads on social media
- Checking out blogs with relevant content
- Visiting your website
CONSIDERATION STAGE
Whether it’s a new car or an oil change, once a consumer knows they need something, they’ll begin to consider their options. A lot of research goes into the consideration stage. This is where people start to narrow their focus, weigh the pros and cons, and zero in on a few specific options.
When it comes to getting a new car, they’ll have to figure out what model they’re interested in and where they want to get it from. To do that, a potential customer may take the following steps:
- Researching local automotive businesses online
- Reading vehicle reviews
- Reading reviews of your business and your competitors
- Scheduling a test drive
DECISION STAGE
After doing some thorough research and exploring all their options, customers eventually come to a decision on who they want to do business with. In terms of your automotive business, this is the stage where you’ll see customers make moves like:
- Choosing to sign a lease
- Scheduling a service appointment
- Applying for financing
MARKETING FOR THE BUYER’S JOURNEY
So, now that you’re familiar with the buyer’s journey, you’re probably wondering how you can design a marketing strategy that’ll move things along and guide customers to your business. The best approach is to appeal to all three stages.
Fortunately, that gives you lots of options. It’s smart to include both push and pull, or inbound and outbound marketing in your strategy. That way, you’re making customers aware of their needs, drawing them in to consider your business, and helping them decide.
For example, you can attract both new and long-term customers with your mailers. Whether it’s a postcard or a newsletter, you can draw them in with relevant content and offers. Then, using tools like QR codes and personalized URLs (PURLs), you can direct them to your website, landing page, or other useful content.
UNDERSTAND YOUR AUDIENCE TO ESTABLISH GOALS
Any successful automotive direct mail campaign begins with a well-defined goal. Understanding what you want to achieve will guide the creation of your direct mailers, ensuring they are purposefully designed to meet your specific objectives. The ultimate goal of your direct mail campaign is to drive customers to your dealership, encourage participation in your programs, and boost car sales.
KNOW WHO YOU’RE TARGETING
Identifying your target audience is crucial for the success of your direct mail campaign. The audience you target will vary depending on the promotion or program you’re advertising.
ANALYZE CURRENT CUSTOMERS
Look for common traits among your existing customers. Determine who frequently shops at your dealership and why.
RESEARCH COMPETITORS
Examine the customer base of competing dealerships. Identifying gaps or niche markets can help you target a unique audience.
DETERMINE BENEFITS
Understand the benefits your product or promotion offers. This will help you identify potential customers who will benefit the most from your services.
CREATE BUYER PERSONAS
Develop detailed profiles of your ideal customers, including demographics such as age, gender, occupation, income level, education, and marital status.
BUILD A TARGETED MAILING LIST
Once you know your audience, create a refined mailing list using data solutions. Include current customers and potential leads based on demographics like income, family size, and vehicle ownership. A targeted list increases the effectiveness of your campaign and reduces waste by reaching those most likely to respond.
DESIGN MEANS EVERYTHING FOR CAR BUYERS
The physical nature of direct mail can leave a lasting impact on recipients. Unlike digital ads that can be easily ignored, a well-designed direct mail piece can engage the recipient and encourage action. To maximize this effect, design your mailers thoughtfully.
ELIMINATE CLUTTER
Keep your design clean and straightforward to ensure your message is clear. Avoid overcrowding with too much text or too many images. A clutter-free design helps recipients quickly grasp the message without feeling overwhelmed. Use white space effectively to make important elements stand out.
CHOOSE A THEME
Select a cohesive theme that aligns with your campaign’s objectives. Whether it’s a seasonal promotion or a specific event, a consistent theme enhances the overall appeal and makes your mailer memorable. Use colors, fonts, and imagery that reflect your dealership’s brand identity.
INCLUDE PERSONALIZATION
Personalize your mailers to make recipients feel valued and engaged. Use the recipient’s name and tailor the content to their preferences or past interactions with your dealership. Personalization can significantly increase response rates and foster a stronger connection with your audience.
FOCUS ON TEXTURE
Incorporate tactile elements to make your mailers stand out. Adding a three-dimensional feature, such as textured paper, raised print, or interactive elements, can enhance the recipient’s experience and position your dealership as innovative. A unique texture can make your mailer more memorable and increase the likelihood of it being kept and acted upon.
YOUR CALL-TO-ACTION MATTERS
The same is true with banner ads and social media posts. Either way, make sure that both your digital and direct mailers include calls to action (CTA), so your prospects know what to do. You should also feature informative content like blogs and eBooks on your website to help prospects learn more and consider your business.
Ensure your mailer has a prominent, easy-to-follow call to action. The CTA should stand out and clearly state what you want the put the recipient to do, such as “Visit our dealership today,” “Schedule a test drive,” or “Claim your discount now.” A strong CATA drives engagement and encourages immediate action.
After you’ve connected with a consumer through direct mail or a well-placed ad and they’ve engaged with you, you can nurture them as a lead through targeted mailers and emails. Think of these tools like signposts that’ll help consumers on their buyer’s journeys.
GO ON A JOURNEY WITH ASPEN AUTOMOTIVE
From creating awareness to helping leads decide to do business with you, Aspen Automotive will be by your side through every step of the car buyer’s journey. With our industry experience, you’ll be able to connect with the right people at the right time. Contact us to get started!
