There are moments in time when things radically change. The COVID-19 pandemic and changing consumer preferences have accelerated the shift towards online sales, with almost 30% of cars (about 5 million units) being sold online annually. I’ve noticed that about 70% of Americans now buy most things on the internet through platforms like Amazon and eBay.
For truck buyers, a digital experience has become an essential part of the purchasing journey. Research shows that a significant percentage of potential buyers begin their search online, from researching vehicles to comparing prices to completing financing applications. This new dependency on digital tools requires a reevaluation of traditional sales models and the adoption of new strategies to meet the expectations of digital consumers.
I recently witnessed a company’s astounding transformation, where their page views went from roughly 1,000 to 50,000 per month in just six months. It was truly unbelievable.
Though this kind of transformation is hard to achieve, a strong digital presence is no longer optional for truck dealerships; it’s a necessity. A dealership’s website now serves as the new showroom and must be fast, responsive, and mobile-friendly. It should offer an intuitive navigation system, high-quality images, 360-degree views, and videos to replicate the in-person experience.
In addition, integrating AI-driven chatbots can enhance customer service by providing instant responses to queries and guiding users through their online journey. To drive traffic and encourage visitors, dealerships should invest in creating high-quality, informative content such as blog posts, video tutorials, and how-to guides on various topics related to trucks and financing.
To get people to your page in the first place, you must learn effective Search Engine Optimization (SEO). SEO is crucial to ensure that a website ranks highly in search results, attracting more organic traffic to your page. Local SEO practices, such as optimizing for “dealership near me” searches and maintaining updated “Google My Business” profiles, are easy ways to help capture local leads.
On top of attracting search traffic, you can attract new viewers from outside sources by utilizing social media. Social media platforms play a significant role in building brand awareness and interacting with customers. Implementing targeted advertising campaigns on social media can drive traffic to the dealership’s website and engage potential buyers. Encouraging positive online reviews on platforms like Google and Yelp can also significantly impact trust and decision-making.
Offering virtual test drives, detailed vehicle inspections, and a trade-in valuation tool for users can streamline the buying process and enhance customer experience. Ultimately, the shift toward online sales presents both challenges and opportunities for dealerships. Technology is not going to stop. I’m not telling you anything new, but succeeding in this digital landscape requires embracing change, and leveraging technology. The marketing tools of pre-pandemic times are done. Start thinking about 2030 business practices, and focus on a customer-centric approach to meet the evolving needs of today’s business owners.
