The automotive industry is evolving quickly, so it’s important to re-evaluate your digital marketing strategy for 2025. Consumers are more connected than ever, and the landscape is becoming increasingly competitive. Here are 10 essential tips to boost your digital marketing game and drive success in your dealership.
1. Service Content is Probably Underrepresented on Your Website
Did you know that auto service and parts traffic accounts for 60-70% of your website traffic but only makes up about 2-3% of your content? Many automotive websites focus heavily on vehicle sales and neglect the potential of their service department. Make sure to dedicate more space on your website to service and parts, including detailed information about services, promotions, and how customers can schedule appointments easily.
2. Focus on Google Business Profile (GBP)
Google is increasingly placing emphasis on geo-specific information, which means your Google Business Profile (GBP) is more important than ever for local search rankings. Ensure your GBP is up to date with accurate business hours, location, photos, products and services and positive customer reviews. It’s one of the first places potential customers will see your dealership online, so make it count!
3. Write Content for Humans, Not Just Google
Search engine optimization (SEO) is important, but you shouldn’t write content solely for Google. If your content is only optimized for the search engines, it will lack the engagement and value that customers are looking for. Write for your audience first, addressing their needs, questions, and pain points. Because AI generated content is so prevalent today, personal stories show customers your expertise and authority, and give them a reason to trust you. Google will reward you for providing helpful, customer-focused content.
4. Avoid Pop-Ups That Block Content
Pop-up ads that block content are a big no-no in digital marketing. Not only does Google penalize websites that use intrusive pop-ups, but it also creates a poor user experience for your visitors. If you’re using pop-ups, make sure they don’t block the content that your audience is looking for and offer clear value. Consider also, that most users visit dealership websites via their smartphones. Test your website on mobile. Can you view your website’s content clearly? Are pop-ups obstructing valuable content? Do your popups prohibit a good shopping experience, or worse, discourage shopping?
5. Limit the Number of Slides on Your Homepage
Website sliders can be tempting to use, but too many slides can slow down your website and overwhelm your visitors. Page speed is a ranking factor, so a lagging website will definitely affect your rankings. Limit your homepage slides to 3-5 slides to ensure a more streamlined user experience. Prioritize the most important information—promotions, deals, or important services—on those slides. Review your site often to make sure manufacturers are not adding excessive numbers of banners.
6. Adapt to Zero Lead Attribution
Did you know that over 70% of customers (and growing) never submit a lead, make a call, or initiate a chat? This shift means you can no longer rely on traditional lead attribution models alone. Focus on understanding how customers are interacting with your site through other means, such as researching your dealership online, visiting your location, or engaging with your social media. For example: social media visitors rarely submit leads on the first visit, but they often submit leads when coming back through other sources on 2ne and 3rd visits.
7. Personalize Customer Interactions
One of the best ways to boost conversions is by creating personalized customer experiences. Take a page from Amazon’s playbook—recommend relevant services, show tailored promotions, and use customer data to offer personalized communication. The more you can make your website feel like it’s speaking directly to each individual customer, the more likely they are to engage.
8. Get Back to the Basics of Selling
The pandemic is behind us, and it’s time to get back to the fundamentals of sales. Ensure your team is well-trained in prospecting, follow-up strategies, customer presentations, and after-sale customer care. Provide your team with the resources they need to deliver exceptional experiences and build long-lasting customer relationships. It would be a shame to turn customers off due to poor product knowledge after spending thousands to get them in the door.
9. Clean Your Data Regularly
One of the biggest challenges in digital marketing is inaccurate data. Reports suggest that over 45% of people in your database may no longer own the vehicles they purchased from your dealership. Regularly clean your database to ensure your marketing campaigns are reaching the right people and providing accurate insights into future strategies. This is one of the automotive industry’s biggest challenges
10. Respond to Reviews—Good and Bad
Your reviews can make or break your reputation. Be sure to respond to both positive and negative reviews, as responding to bad reviews shows potential customers how you handle challenges. Don’t be afraid to ask a customer to update their review once you’ve resolved their issue. A perfect score of reviews isn’t always seen as genuine—customers prefer to see businesses that are real and responsive.
For More Tips on How to Improve Your Digital Presence, Contact Us!
Managing your digital marketing strategy in 2025 can seem daunting, but with the right approach, your dealership can stay ahead of the competition and connect with your customers in meaningful ways. Need help optimizing your digital presence? Get in touch with us today to see how we can help your business grow.
Bedford Advertising is a full-service ad agency that has been helping dealers sell more cars since 1980. Our goal is meaningful results and enduring partnerships. Contact us today!
Brandon Brogdon
Vice President of Client Services