Selling More Cars: What Are You Giving Back?
The internet operates in an attention based economy. Instead of your website visitors giving you money, they’re giving you their time. Of course you’ll eventually want them to give you their money, right now you want to maximize how much time they’re giving you. How do you get them to give more? You have to give more back.
Think about what you can give your web visitors.
Your automotive dealership’s website visitors aren’t there for the good of their health. They’re at your website because they want something. In the case of a business website like yours, they’re looking for information. Give them information and they’ll stay.
Think about what kind of information they want.
There’s a whole variety of information that you can provide for your customers. The spectrum of information varies from simple maps and contact phone numbers to resource guides, maintenance advice, blogs, communities and more. What do you think your customers and potential customers want to know?
Think about how to provide the information.
Perhaps the most important part of the information equation is your delivery method. Certain types of delivery are more conducive to increased visits than others. You want to maximize the number of visits to maximize your brand’s exposure and increase the likelihood that they’ll make a purchase.
For example, let’s say you’re providing a maintenance article. You could put that on one long page or several shorter pages with a hyperlink reading “continued on next page”. If you get them to click, you get them used to clicking. They might just visit your sales page while they’re at it.
You could also publish your maintenance article as a downloadable PDF. You can provide for free if they subscribe to your newsletter. They get the value, and you get a way to contact them in the future.
There are lots of ways to retain the attention of your customers. You just have to get in their shoes, think about what they want, and then give it to them. Isn’t that easy?
