Personalization is the name of the game in today’s changing automotive industry. The company that stands out is the one that can offer clients something the competition cannot – personalized and targeted communication that makes the client feel catered to on an individual basis.
However, catering to each and every client on an individual basis would require manpower not available to most automotive businesses. Instead of spreading yourself thin trying to cover all your bases, utilize a marketing automation platform that can gather this information for you and use it to personalize your communications for you.
When looking for the platform that is right for providing personalized communication, keep in mind that you will want a multi-channel solution so you can also personalize your communications based on method, like SMS or email for example. Furthermore, the solution for personalization must have web tracking ability and a CRM built-in to ensure that no data is lost in the process of migrating to and from another system.
Once you have the right platform, begin tracking user behaviour on your website first. Your website is where most leads will first engage with you. By tracking their behaviours here, you have the opportunity to gather valuable information about what each individual lead is interested in. This information is, in turn, stored on each lead’s personal CRM contact profile and will be used to automatically personalize communications later on. The whole tracking and storing process is done through the web tracking software in conjunction with the CRM. Since these two tools are located in the same platform there is no lag between the sending and receiving of information nor is there any chance for lost data.
Now that you are able to automatically gather and store information about each individual lead, it is time to utilize this information to target leads based on their expressed interests, thus showing a level of personalization your leads are not accustomed to from other automotive companies.
Again, your marketing automation platform is able to aid in the personalization process by automatically using this information in your daily communications to offer contacts targeted communication. Depending on the information on their contact profile, information can be excluded or included to cater to each contact’s interests and preferences. This increases your level of personalization with each contact and also builds brand trust and loyalty because you are showing an expressed interest and knowledge of their needs and interests. You’re able to do all this without adding any additional work to your day-to-day tasks — in fact, marketing automation takes work off your plate by automating your communications.
Save time, increase personalization, and boost engagement — all with marketing automation.
Author: Shawn Ryder
Shawn Ryder of DealerEngage works with the Automotive Industry to automatically send communication to customers based on their individual preferences and unique dates, vehicle type, service requirements or other available information. Previously, as Co-Founder of training and coaching organizations, Shawn worked with clients to ensure the training and coaching sessions meet requirements for Volvo North America, Ford Motor Company and retail dealerships using a variety of delivery channels – workshop and in-dealership implementation coaching. Email: Sryder@dealer-communcations.com