As tax season rolls in, so does the opportunity you dealers to see a significant uptick in sales (FINALLY!). With tax refunds being deposited, potential buyers are more inclined to invest in a new vehicle, making this the perfect time for BHPH dealerships and auto retailers to refine their marketing strategies and follow-up processes. Below are some effective digital marketing tactics and follow-up strategies to attract these eager shoppers and drive sales.
- Understanding the Tax Refund Shopper
- Profile the Buyer: Discuss the typical tax refund shopper's mindset, emphasizing their readiness to purchase with their newfound cash.
- Timing is Everything: Highlight the importance of timing your marketing efforts to coincide with when most refunds are deposited (NOW)!
- Digital Marketing Strategies to Attract Buyers
- Leverage Social Media: Use targeted ads on platforms like Facebook and Instagram to reach potential buyers. Highlight special offers or inventory that's ideal for the tax refund shopper.
- Email Marketing Campaigns: Send out personalized emails to your subscriber list with attractive offers and financing options available for tax season.
- SEO and Content Marketing: Publish blog posts and articles on your website about the benefits of using tax refunds for down payments, car buying tips during tax season, and the advantages of buy here, pay here financing options.
- Video Marketing: Create engaging videos showcasing your dealership's inventory, customer testimonials, and tax season promotions, and distribute these through your digital channels.
- Effective Follow-up to Seal the Deal
- Immediate Response: Emphasize the importance of quick responses to inquiries during this busy season to keep potential buyers engaged.
- Personalized Communication: Tailor your follow-up messages (emails, texts, calls) to address the customer's interests and questions, showing them you value their business.
- Appointment Scheduling: Make it easy for interested buyers to schedule test drives or consultations, using online scheduling tools where possible.
- Post-Visit Follow-up: After a dealership visit, send a thank you message, ask for feedback, and keep the lines of communication open to address any lingering doubts or questions.
- Analytics and Adjustments
- Track and Analyze: Use digital marketing tools like Google Tag Manager and UTM tags to monitor the performance of your campaigns and follow-up efforts.
- Adjust Strategies in Real-Time: Be prepared to tweak your campaigns based on real-time feedback and analytics to maximize effectiveness.
The tax refund season presents a golden opportunity for your auto dealership to boost sales. By implementing strategic digital marketing efforts and following up effectively, dealerships can attract tax refund shoppers and convert them into happy car owners. Remember, the key to success lies in understanding the customer's needs, engaging them with relevant content, and providing exceptional service throughout the buying process.
At Big Time Advertising we encourage all dealers to ACT NOW to capitalize on the tax season rush. Hurry, it doesn’t last long but is important. Review current digital marketing strategies, refine follow-up processes, and prepare your teams for the influx of eager buyers. And remember, Big Time Advertising has a team to help if it is needed.
-Terry MacCauley
