A flashy website and expensive PPC campaign might look impressive, but in today’s climate, every rand counts. The last thing you want to do is risk your marketing budget on a non-starter – and an expensive on at that. Luckily, digital sales strategies success does not have to mean maxing out your entire marketing spend for the year on what everyone else is doing.
With the right tools and tactics, dealers have the potential to reach more buyers online, streamline your lead conversion, and stay top of mind… all without burning through cash.
Here’s a closer look at what you can add to your marketing mix for less money and more results. We’re talking about bringing in more buyers and get more vehicles off your floor.
Start With The Basics: Optimise Your Listings
Before you invest in any new marketing tools, take some time to make sure your existing listings are pulling their weight.
What this boils down to is hiring a professional to take high quality photos of your inventory and creating clear, detailed descriptions, including specs, mileage, condition, and service history. With this completed, you can set your pricing that’s competitive but realistic (and includes all fees).
Listings that tick these boxes consistently rank better on search, generate more clicks, and lead to faster inquiries – and that’s with no extra spend required.
Use WhatsApp For Lead Nurturing
Most dealerships already use WhatsApp to chat with buyers, but few and far between use it strategically. Create message templates for common queries, set up quick replies, and follow up leads with a simple ‘still interested?’ prompt after a few days. This is a free and efficient strategy that keeps you top of mind without being pushy.
Leverage Free Or Low-Cost Tools
You don’t need a full-time agency to run smart digital campaigns. Platforms like Canva (for quick, polished graphics), Mailchimp (for email campaigns), and Google My Business (for local visibility) offer free tiers that can significantly boost your online presence.
And if you’re not using social media Marketplace listings (especially Facebook), you’re leaving leads on the table.
Encourage (And Monitor) Reviews
Online reviews can influence a buyer’s decision before they even walk through your door. Ask happy clients to leave a review and respond politely to the not-so-happy ones. It’s free PR and improves your credibility and search ranking at the same time.
Focus On Conversion, Not Just Clicks
A low-cost strategy only works if it actually delivers leads. That’s why our final piece of advice is for you to double check your CTAs. It seems like a simple task, but you would be surprised at how often it is overlooked. Simply, it’s imperative that you make sure that your CTAs (call-to-actions) are clear, your contact forms are working, and your team is fast to respond.
Lastly, we urge you to track what is bringing in enquiries and put your effort there, rather than chasing trends that don’t convert.
The pressure on dealerships will only increase, and these strategies are sure to help you cut through the clutter without breaking your budget. It also won’t hurt to stock your floor with vehicles that have been through the AA Certification Programme, lending credibility to your inventory and instilling your brand with a strong, trustworthy reputation.