Digital Marketing Strategy

Creating Your Digital Marketing Strategy for 2018

With the year almost over, it’s time to start thinking about your digital marketing strategy for 2018. What exactly is a digital marketing strategy? Simply put, it’s an outline of your goals along with the digital marketing actions that you plan to execute in order to achieve those goals. Here are some tips and ideas to consider when creating your Dealership’s Digital Marketing Strategy.

Keep it simple

There’s no need to produce a highly polished document with a step by step account of every marketing action that you plan to take. The more complex your strategy is, the less likely it is to be executed. Instead, focus on the must-haves. This will make it much easier for you and your team to execute your strategy as well as share it with other departments in your Dealership.

Must-haves

Goals and objectives – Outline what you plan to accomplish. Do you want to grow your customer base, increase sales, or reach a new target market? Regardless of what your goals and objectives are, they should be actionable and measureable.

Target market(s)  – Establish each of the target markets that you plan to market to in 2018. To do this, look at your current customer base and break them into smaller groups (segments). For example, existing customers, potential customers, end of lease or finance. You can also create segments based on demographics like age, sex, income or consider adding a new segment that you have not previously targeted, like millennials. By creating customer segments, you’ll be able to tailor your message to meet the needs of each of your target markets.

Measurement process  – Your measurement process links directly back to the goals and objectives that you created. If one of your goals is to increase the traffic to your website, you need to have a process in place for checking on that progress and documenting it so you can see the trends over the course of the year.

Plan to change  – The strategy that you create today is very likely to change based on things like market conditions, the results you see, and even budget. It’s important to build flexibility into your strategy so that it can be tweaked and modified as needed.

Goals and objectives – Outline what you plan to accomplish. Do you want to grow your customer base, increase sales, or reach a new target market? Regardless of what your goals and objectives are, they should be actionable and measureable.

Marketing actions to consider for 2018

There are hundreds of potential marketing actions to choose from. The trick is to pick marketing actions that make sense for YOUR business based on your available resources and expertise.  Here are a few thought starters:

Local SEO  – Improving how your Dealership ranks on search engines and appears for customers searching out local businesses.

Video Content   – Share your Dealership’s message and values via short video clips.  Think beyond the walk-around video.

Personalization  – Think of ways to personalize touch points you have with your customers

Mobile optimization  – Refining how customers experience your website on their phone. The key to this is making your website “responsive” meaning that it fits nicely on any screen it’s being viewed on.

Analytics   – Use tools like Google Analytics to improve the quality of your marketing efforts.

Reputation management   – Improve the process by which reviews are handled, especially the bad ones. For more on this check out “The Importance of Customer Reviews”.

Digital ads   – Create highly targeted ads using platforms like Facebook Ads

In summary

There’s really no such thing as a one-size fits all approach when crafting a digital marketing strategy and that’s a good thing!  Can you imagine how boring it would be if every marketer used the same strategy?  Embrace the process of creating your 2018 digital marketing strategy and you just might be surprised how fun and rewarding it is to see your plan come to life.