At AutoSweet, we offer various solutions that either fill the funnel or convert leads low in the funnel into sales.
We talk about “the funnel” a lot because understanding how it works helps dealerships make better marketing decisions. Let’s talk a little “Marketing 101” and look at what this funnel is all about. Plus, learn why each stage holds opportunities for dealers.
What is the marketing funnel?
The marketing funnel originated way back in 1898 to describe the journey a customer takes from the moment they become aware of a product or service, to the moment they purchase.
Today, marketers still use this model. But, over the years the model has been adapted to fit different audiences, industries, and products. This means some funnels have a different number of phases or have different names for phases.
The important thing is that a sales/marketing funnel is just a way to think of the progression during which a large audience is filtered to a smaller one until a sale is made in what’s known as a conversion.
A marketer’s job is to fill the funnel with as many potential customers as possible, then move those customers through the funnel with various tailored messaging and advertising, to advance them to the next phase.
At AutoSweet, we’ve simplified the marketing funnel into three phases: Awareness, Consideration, and Conversion.
Awareness
The awareness phase, or “top-of-the-funnel,” is the first step in the marketing funnel. This is where the relationship with the customer begins. This phase is about making a customer aware of your product. Here, you cast a very wide net, aiming to reach as many people as possible.
How do you do that? Think of an auto manufacturer launching a new kind of car to the market. In 2002, when BMW launched Mini Cooper in the U.S., they took a multi-faceted approach, including glossy magazine ads, billboards, and guerilla advertising in 45 major markets, including Mini Coopers riding atop large SUVs, festooned with the brand’s new URL. All of these tactics were designed to make the American audience aware of this British brand.
At the “top of the funnel,” you want to direct people to your website or landing page where they learn more about you. Branding ads on Google are great for this purpose, as are conquest email campaigns, and Facebook traffic ads.
Consideration
In the middle of the funnel, customers are aware of you, but perhaps they don’t know much about you. This phase is about reaching potential customers and drumming up interest in your vehicles.
Here, the funnel narrows a bit. Certainly, a young New Yorker has heard of Ford, but if they have no need for a car because they take public transportation, they may not care much about your ads for the latest model of Ford Edge. There’s no interest, so they drop out of the funnel.
In this phase, you’re presenting information that helps the customer to decide if you’ve got something that meets their needs or suits their interest.
For auto dealers, Facebook ads work well for this phase. You can even retarget interested car shoppers and show them ads for previously viewed vehicles and/or similar vehicles.
The key goal of the consideration phase is making advertising as specific to your potential shoppers’ interests as possible. If your shoppers have only clicked on 4-door sedans, keep showing them ads for similar sedans. (By the way, if you’re an AutoSweet customer, we automate this process for you with our inventory Facebook ads!)
Conversion
By this phase (the bottom-of-the-funnel), you’re communicating with serious prospects – customers who are ready to buy a vehicle. Targeted marketing messages and inventory campaigns work great here.
Communications with a strong call to action like a clickable link or button to reach a sales associate immediately take the customer right to conversion.
AutoSweet’s Inventory Marketing service uses a variety of tools to drive qualified traffic to dealer websites. From Google’s Dynamic Search Ads to Facebook and Instagram ads that target in-market car shoppers.
Best of all, AutoSweet connects to your DMS to match back sales to those who were served ads, demonstrating real-time ROI.
Fill Your Funnel
Each step of the funnel is important. Your integrated marketing campaign should feature tactics to drive customers along the path to purchase.
AutoSweet can help. Our marketing strategists are experts at designing affordable campaigns that fill your funnel and convert lower-funnel prospects to qualified leads.
Contact us today for a quick strategy session on your current marketing tactics. We’ll help you understand where your funnel is strong, and where it could use some help.
