Let’s start by understating the obvious – 2024 was a challenging year for most automotive marketers.

Inflation, affordability issues, political uncertainty.  All led to consumers doing what they do best…hold tight to the wallet.

This led to many automotive marketers either cutting back or pausing their campaigns.

Thankfully – 2024 is behind us and most consumers are regaining optimism for their economic future.

While spending money is easy, here are several strategies you can use now that will help keep you in front of potential customers.   And the best part – these won’t cost you a dime.

1): Google Business Profile

Google Business Profile is the best way for consumers to see what you have to offer.

You can post unlimited inventory and dealership photos, videos, and offers.

Automotive consumers are using this platform to decide if they’ll give you any consideration at all.

The vast majority will choose to visit your website or dealership based on your Google Business profile.

Where to start?  Complete the page description, get inventory or product photos uploaded, get fresh video content posted and then keep the page updated.

And while you’re there, make sure to respond to any reviews you have.   Future customers are looking to see if you’re paying attention to what people are saying about you.

2):  Bing Places For Business

While Google is the #1 search engine, Bing still generates a lot of high-quality traffic to websites.

Just like your GBP page, take the time to claim, update and keep your page optimized.

Admittedly, the volume of traffic isn’t there – but the quality is exceptionally high.

3): Claim Your Yelp Listing

Yelp has made great strides into the automotive sector.  Lots of “yelpers” are using the platform to look for automotive providers (cars, parts, tires, and service).

Getting your page populated with fresh content and up-to-date information is great place to start.

Fair warning –  be ready for the phone call from your Yelp sales rep who wants to “help you” with your page.  This is code for spend money.

4): Email Campaigns

Most dealers have been collecting names for years.  And contrary to popular belief, email is still one of the most preferred methods of communication.

Create a content calendar so you email all those contacts.   Let them know that you’re ready to take care of their automotive needs.

5): Create Video Content

Consumers have been screaming for years “we want video.”  It’s time to give them what they want.

This doesn’t have to be a big-production. A good smart phone & tripod will get you in the video business.

What type of content?  Walk-arounds, test drives and demonstrations are all content consumers love.

Where should you publish your videos?  Google Business Profile, YouTube, TikTok, Facebook, Instagram and your website would be great.

6): Social Media

Now’s the time to really ramp up your activity on social media.  And the top platforms for automotive are FaceBook, Instagram, and TikTok.

SMM is great in that you communicate directly with consumers and customers in real time.  This is where you can have a lot of fun and let your personality shine.