Service Combat Strategy
Using Digital Marketing to Gain & Retain Customers
It’s no secret that vehicle owners are defecting from your service department in favor of third-party mechanics.
They see your service department as more expensive and less convenient, so they seek out these corner-shop mechanics for routine maintenance and even intensive repairs. Your ability to offer high quality service from trained technicians is not as important to these customers as pricing, trust, and convenience.
Our strategy is designed to help you combat this misinformed mentality, so that you can increase your service revenue, regain lost customers, and increase your customer retention.
To do this, we combined a few key strategies that allow you to reach vehicle owners with the information they need to choose your service department and your dealership.
The Difficult Problem We Solve
Each year, the average dealer misses out on roughly $5,892,155. This is because only 30 percent of all service visits take place at a dealership and only 17 percent of those visits occur at the dealership where the vehicle was purchased! As a result, dealers are experiencing high post-warranty defection rates, fewer repair orders, and decreased billable hours.
Why It’s Hard to Solve the Problem
Nearly 25 percent of all automotive searches are parts, service, and maintenance related. But, because dealer websites and digital marketing strategies are sales-oriented, vehicle owners don’t find the answers they need online. They turn to independent shops – not because they believe they’ll get better service or parts, but because they’re able to easily find information online and they believe independent shops are more convenient and more reasonably priced.
Our Service Combat Strategy addresses vehicle owners’ main concerns with dealer service departments by digitally targeting current and potential customers with advertisements that are 100 percent relevant to their online searches. This capitalizes on today’s trends and reaches vehicle owners with the information they need to choose your dealership over the competition.
- Turn Key Program
- Highly Targeted Digital Advertisements (Paid Search, Facebook, Gmail, & Email)
- Carefully Structured Landing Pages
- Strategically Crafted Offers
- Digital Analyst
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PERFORMANCE AVERAGE & FORECAST BY AD SPEND
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CLICK THROUGH RATE
CONVERSIONS PER MONTH
*Based on paid search data from West County Honda.
J&L Marketing is among the elite tier of automotive marketing agencies that are a Google Partner. Of the 120,000+ agencies using Google AdWords, less than 5% receive the level of support that we do at J&L Marketing. This is a testament to the amazing results that we produce for our clients and our in-depth product knowledge. As a Google Partner, J&L Marketing has a dedicated Google Account Team that will help ensure that your digital campaigns are running at peak performance.
How Do We Generate Better Digital Marketing Results?
We Know Your Market
We do the most extensive research BEFORE spending one dollar of your digital ad budget.
We perform a proprietary market analysis that identifies geographic pockets of in market car shoppers with the highest propensity to buy. This means that you won't waste your ad spend on out-of-market consumers.
We use proprietary software to digitally analyze your online marketplace and to spy on your competition. This allows us to craft better messaging and to target campaigns where it will hurt your competition the most.
A dealership's data management system (DMS) is its most valuable asset. We use your DMS to create custom audiences that allow you to digitally defend your customers online. This is important because it will help you maintain your market share.
We Have The Best Account Structure
You organize your dealership's lot in a thoughtful way. Attention grabbing cars are placed out front to draw shoppers onto your lot, new inventory is in one area sorted by model and another area is dedicated to pre-owned inventory. You do this to sell more cars.
We take the same approach to setting up the account structure of your digital campaigns. Campaigns, ad groups, keywords and ads are all organized in the best possible way to entice shoppers and result in more cars being sold.
We Don't Set And Forget Your Campaigns
Your dedicated Digital Marketing Analyst will communicate on your terms. When you interact with us, we'll highlight opportunities and the data that align with your business goals. You'll understand what changes we're making and why we're making them.
Online Reporting Dashboard
J&L has a comprehensive online reporting dashboard that will allow you to have 24/7 access to all of your digital campaigns in once place.
Carefully Targeted Advertising
It starts with digital paid search and Facebook ads.
These ads are incredibly specific and highly targetable – they can be the answer to search engine requests, be targeted to customers in your database, and even displayed to audiences similar to your DMS data through Customer Match.
If vehicle owners are searching for service near them, you can be the answer to their search! Our ads are specifically targeted to reach current and potential customers who are seeking service that you can provide.
By raising their curiosity and offering them what they’re looking for in a simple and convenient way, you’ll see more responses and gain more business.
Carefully Worded Copy that Shatters Misinformed Mindsets
This strategy addresses vehicle owners’ biggest issues with dealership service departments and gives them the opportunity to experience your dealership with the knowledge that they’re getting a good deal on service that they already believe is higher quality.
In addition, they’ll be able to see what your dealership can offer from a service perspective without having to filter through the sales side of your dealership or website.
Best of all, this strategy greets vehicle owners where they’re at and provides them with the information they need to choose your service department – again, and again, and again.
Carefully Structured Services and Offers
When clicked, your ads will send the viewer to an OEM-specific service landing page offering discounts for their specific vehicle service needs – like a tire rotation or oil change.
From there, the viewer can see the dealership’s service hours, its location, get directions, ask a question, schedule a service, etc. They’ll also have the option to print or email a service coupon for your dealership.
The visitor will also see information regarding dealership pricing, integrity, and capabilities that perfectly play into the average vehicle owner’s concerns about dealership service.