Quite a bit, as it turns out. You can probably identify an ‘80s song even if you’ve never heard it before. The sound of the decade is so distinctive that you can catch it a mile away. Why? New music technology was so exciting, so promising, that many overused it– so you hear the synth more than you hear the song.
A similar phenomenon can happen on your dealership website. New technology enables new lead capture methods, and the possibilities are thrilling. We rush to fill our websites with as many forms as we can, until the website becomes all about the cool tricks– and the valuable content, the meat of your digital dealership, gets lost.
Worse, using as many tools as possible doesn’t work. About 90% of online car shoppers today neither fill out a lead form nor email the dealership, even though most customers are spending 11+ hours researching online. There must be a better way to reach this huge number of lost leads.
During my session at DDW Chicago, we’ll take a step back and ask ourselves what our online shoppers really want. We will zero in on the content car buyers need at every stage of their journey, and identify the best ways to provide it on your website so that customers choose your dealership– and not your competitor. And we’ll strategize how to maximize today’s technology to both engage your website users and capture leads more effectively than ever before.
You’ll walk away with actionable tips you can use right now to:
- Create and leverage high-value content on your site for high-impact engagement
- Measure customer engagement in the context of selling more cars
- Capture more leads with tools that actually work
Author: Aharon Horwitz
Aharon Horwitz is Chief Executive Officer and Co-Founder of AutoLeadStar. Aharon is an entrepreneur committed to building and developing technology for modern digital marketplaces. He speaks and writes about innovation regularly, and has presented at automotive conferences including Digital Dealer 21 Conference & Expo. The companies and technologies he has developed have been covered in Inc. Magazine, The Next Web, and LifeHacker, and featured by leading marketing companies in and out of the automotive industry such as Mailchimp, Infusionsoft, and Dealer Magazine.