How a Jaguar/Land Rover Client Became a Top Regional Dealer Via Our Digital-First Marketing Strategy
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A recent Ernst & Young Mobility Consumer Index study reveals that at least 87% of potential car buyers gather vehicle purchase information on online dealership OEM and third-party websites.
Unlike in the past, when all vehicle handshakes took place at a showroom, today, 25% of car buyers purchase their cars online. So, dealers must increase their investments in digital advertising.
This is easier said than done, as our client, a New York Jaguar Land Rover dealer store, found out. They faced a challenge common to most auto dealers: a high online traffic bounce rate that a previous digital vendor had not solved.
Therefore, they sought the best automotive advertising agency to leverage best-in-class industry solutions to increase local new and used car sales. They also needed a digital advertising firm that could combine ad tactics like search, programmatic display, social media, e-commerce, and web design to supercharge their website’s conversion rate through better-quality web visits.
Furthermore, the New York Jaguar Land Rover store also needed to ramp up sales in its service and parts sector. After all, 31% of car owners prefer to schedule maintenance services directly from the website or mobile app, meaning an optimized web can ramp up service and parts sales.
Blending our digital-first strategy with rich content, SEM and SEO
So, we set out to leverage data to unearth personalized solutions to boost vehicle dealership performance, sales, and ROI. First, we focused on the dealership’s OEM brand by creating a digital-first, inbound-focused, and content-rich marketing blueprint.
We considered the buyer’s journey from awareness to consideration and conversion for the New York Jaguar Land Rover store. We also made their website a resource that prioritizes the buyer’s experience while promoting advocacy and loyalty.
Our digital-first approach increased their reach amongst customers while displaying their expertise as a trusted industry leader to build brand awareness and trust. We also incorporated search engine marketing (SEM) and search engine optimization (SEO) practices to ensure that their store appeared in organic search results for long-term success.
In addition, we rolled out a robust paid search advertising strategy and geotargeted campaigns that pushed their store to the fore of search results, increasing their clicks and profits and driving more ROI with less budget.
Our marketing mix, excellent customer service, and, most importantly, our superior digital marketing knowledge and best-in-class technology led to more conversions and better-quality leads on our clients’ sites.
Measurable results
Today, our client has more form submissions and phone calls from highly qualified leads. Our successful SEM campaigns have led to better-quality traffic, with lower bounce rates and higher average session durations recorded among visitors.
Moreover, their website’s bounce rate in paid search has improved from a high of 41% to 25%. Then, their Vehicle Detail Page views increased by 45%! As a result, our client’s form submission rate grew by 130%, phone calls by 89%, and site conversion rate by 98%.
All in all, these efforts made the New York Jaguar Land Rover store the number one in sales in its locality, hitting all its new car sales goals for the year.
Store GM has recommended NTD Digital to the other Jaguar Land Rover in their dealer group, recommending our personalized strategy and excellent customer to other vehicle dealerships we are working with.
Looking for the best automotive advertising agency for your business? Partner with us and invest in your dealership’s future success.
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