[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}”]<\/p>\n
It might seem reasonable to assume that online marketing is only good for expanding nationally. While it\u2019s true that the digital age makes the world a little smaller, online marketing can be just as effective in growing your business locally.\u00a0<\/span><\/p>\n The average dealership relies heavily on its local market. While many dealerships are trying to find ways to expand their parts business from coast to coast, they don\u2019t want to completely abandon their local customers either. However, digital marketing can be just as effective in growing your local business, depending on how you use it.\u00a0<\/span><\/p>\n So how can digital <\/span>marketing<\/span><\/a> techniques typically used for rapidly expanding businesses be applied to the corner dealer looking to grab more of their local customers?\u00a0<\/span><\/p>\n Here are five tactics you can use to grow your local parts business.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n When advertising online, no matter what platform you use, segmenting your audience based on location is key to growing your local customer base. Look at your segmentation options, whether you\u2019re running shopping, social media, or video ads on streaming services. If you can segment your audience based on location or, even better, zip code, you serve highly targeted ads to those customers and only those customers.\u00a0<\/span><\/p>\n If your dealership is in Massachusetts, you won\u2019t have to set up an ad campaign with blanket coverage for someone in California. This also helps you ensure that you\u2019re only paying for customers that are actually going to convert, given their proximity to your dealership.\u00a0<\/span><\/p>\n Ad retargeting is one of the most effective marketing tactics online. Ad retargeting is exactly what it sounds like. You take ads you\u2019ve already run and retarget them to get in front of certain people. If you advertise across multiple digital channels, this can help you set up a healthy marketing mix.<\/span><\/p>\n The great thing is you can set up these retargeting ads to capture local customers.<\/span><\/p>\n Here are a few ways you can set up retargeting <\/span>ads<\/span><\/a>: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n Ad retargeting with these approaches in mind gives you a few benefits. One, it helps you turn more leads into customers. Two, it helps reinforce your brand to online customers without additional work (redesigning ads or resetting campaigns). Three, it helps you determine what messaging resonates with certain types of customers and what doesn\u2019t. It’s a great market research tool.<\/span><\/p>\n When developing your ad retargeting strategy, there are a few key things to keep in mind. <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n #1 – Break down your target audiences<\/strong> into different stages (i.e., abandoned cart audiences, engagement but no conversion audiences, etc.).<\/span><\/p>\n #2 – Test your ad campaigns<\/strong> before you run them. If your messaging isn\u2019t strong enough from the beginning, odds are you\u2019re going to have more trouble retargeting ads down the line.\u00a0<\/span><\/p>\n #3 – Optimize your ads<\/strong>\u00a0with the right CTA, ad budget, localization scope, and campaign length. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n Another way to capture the attention of your local market is to optimize your website for the \u201cnear me\u201d searches. You\u2019ve probably seen this tactic used before.<\/span><\/p>\n A customer goes online and searches for the closest business to them. They type in \u201cfind a repair shop near me,\u201d and in a millisecond, the search engine pulls up a list of businesses and sorts them by location. That person will then click on the business that\u2019s closest to their area, and BAM! They\u2019ve now got a lead.\u00a0<\/span><\/p>\n Your dealership can capitalize on this commonly used practice. Implementing local <\/span>SEO<\/span><\/a> strategies can help your parts department get onto that list.\u00a0<\/span><\/p>\n What strategies are best for your parts department to use for this approach? <\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”Claim and Optimize Your \u201cGoogle My Business\u201d Listing” use_icon=”on” font_icon=”||divi||400″ icon_placement=”left” image_icon_width=”75px” content_max_width=”760px” _builder_version=”4.21.0″ _module_preset=”default” header_font=”|800|||||||” header_font_size=”26px” custom_margin=”43px||43px||false|false” animation=”off” custom_css_blurb_image=”padding-top:10px;||width:140px;||max-width:140px;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#DB3126″ global_colors_info=”{}”]<\/p>\n You’re already behind if your dealership doesn\u2019t have a Google My Business Listing. <\/span>Google<\/span><\/a> My Business helps you establish your online presence. Without it, your customers won\u2019t be able to find you online easily. With a Google My Business listing, you can easily optimize your listing to help you rank higher in a search engine. <\/span><\/p>\n [\/et_pb_blurb][et_pb_blurb title=”Use Customer Reviews Wisely” use_icon=”on” font_icon=”||divi||400″ icon_placement=”left” image_icon_width=”75px” content_max_width=”760px” _builder_version=”4.21.0″ _module_preset=”default” header_font=”|800|||||||” header_font_size=”26px” custom_margin=”43px||43px||false|false” animation=”off” custom_css_blurb_image=”padding-top:10px;||width:140px;||max-width:140px;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#DB3126″ global_colors_info=”{}”]<\/p>\n One of the best ways to optimize your website and your Google My Business listing is to use customer reviews. The more positive customer reviews you have hosted on your site and your business account, the higher your chances of ranking on a search results page. Be sure to use and approve reviews with relevant keywords to your customer base. <\/span><\/p>\n [\/et_pb_blurb][et_pb_blurb title=”Build and Use Local Backlinks on Your Website” use_icon=”on” font_icon=”||divi||400″ icon_placement=”left” image_icon_width=”75px” content_max_width=”760px” _builder_version=”4.21.0″ _module_preset=”default” header_font=”|800|||||||” header_font_size=”26px” custom_margin=”43px||43px||false|false” animation=”off” custom_css_blurb_image=”padding-top:10px;||width:140px;||max-width:140px;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#DB3126″ global_colors_info=”{}”]<\/p>\n Are there local businesses you support? You may have a long-standing relationship with the local mechanic shops in the area. You can utilize their web traffic to your advantage as well.<\/span><\/p>\n Use their website links on relevant pages and content hosted on your site to boost your local SEO. Not only does this increase your customer base, but it also acts as a kind of free advertising for your existing relationships with your wholesale customers.<\/span><\/p>\n [\/et_pb_blurb][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_2_font_size=”34px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n While social media can connect people from opposite ends of the globe in an instant, it can also be a great tool for growing your local customer base. Social media communities are some of the best ways to interact with your local market and grow your parts business in the process. It’s a great way to build brand awareness and get insights into your customers’ needs.<\/span><\/p>\n So how can you best use social media marketing to gain more local parts buyers? <\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”Create Engaging Content” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” image_icon_width=”75px” content_max_width=”760px” _builder_version=”4.21.0″ _module_preset=”default” header_font=”|800|||||||” header_font_size=”26px” custom_margin=”43px||43px||false|false” animation=”off” custom_css_blurb_image=”padding-top:10px;||width:140px;||max-width:140px;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#DB3126″ global_colors_info=”{}”]<\/p>\n Test out different types of content on social media to measure what kind of engagement you get from it. Understanding what your customers are interested in requires you to put out different types of content in manageable quantities. It can range from sharing out blog posts to videos.\u00a0<\/span><\/p>\n This type of content marketing can help you determine your brand messaging and help you\u00a0<\/span>increase your pool of potential customers through your following base. <\/span><\/p>\n [\/et_pb_blurb][et_pb_blurb title=”Join Social Media Groups” use_icon=”on” font_icon=”||divi||400″ icon_placement=”left” image_icon_width=”75px” content_max_width=”760px” _builder_version=”4.21.0″ _module_preset=”default” header_font=”|800|||||||” header_font_size=”26px” custom_margin=”43px||43px||false|false” animation=”off” custom_css_blurb_image=”padding-top:10px;||width:140px;||max-width:140px;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#DB3126″ global_colors_info=”{}”]<\/p>\nUse Local Segmentation For Your Ads<\/span><\/h2>\n
Then\u2013Retarget Those Ads<\/span><\/h3>\n
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Brush Up Your SEO For \u201cNear Me\u201d Search<\/span><\/h2>\n
Build Your Social Media Community<\/span><\/h2>\n
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