We are facing unprecedented times with the spread of the coronavirus and the little foresight we have in terms of how long it will continue to impact our livelihoods and that of our business. 

As a dealer, you’re likely trying to think of new ways to survive this health crisis that has drastically impacted your predictable sales pipeline. 

Keep in mind, this isn’t a forever type of thing

If you’ve been watching the news, you’re likely thinking when we will ever be able to go about our lives as we did a couple of weeks ago. While we do not have foresight as to hold long we are home-bound for the sake of our livelihood and that of our community, this situation is not going to last forever.

How are we sure of that? Simply take a quick look at China. The country that has had the most registered cases of COVID-19 to date is already moving past this epidemic and returning to life as it was before the virus. 

Sooner, rather than later, people will be leaving their houses and going about their lives as they should. That being said, in this time of standstill, car dealers need to take the time to build their pipeline so that we can make up for the first half of 2020 and meet our annual revenue goals.  

How you spend money and time today will impact your gain later

During this period where we are expecting to see a decrease in sales, it is important to rethink where your dealership is allocating time and budget. Our suggestion is to allocate more time and resources to online marketing. After all, it is where most of your prospects are spending their time at the moment. 

It’s Time to Get Started on your Digital To-Do List 

Now that you’re spending less time on dealership visits and your schedule has likely freed up a bit, its time to refocus your energy on those marketing items that have been pushed to the bottom of your to-do lists. 

1. Make sure your business is easy to find online 

More people are spending time online than doing anything else. Search traffic has seen a significant jump over that past few weeks and will continue to climb as more and more states are practicing social distancing. We’re all glued to our mobile phones and our laptops trying to keep busy and entertained. Anything published online right now has more chances of being consumed than it did a few weeks back. 

To make sure your content and website do not go unnoticed, you should be using search engine optimization (SEO) strategies to climb to the top of Google’s search engine results. SEO helps your dealership increase its organic traffic and increases the chances that online shoppers see your cars versus those of your competitors. If you don’t optimize your website and share content frequently, you may miss out on many hot leads when the coronavirus period is over. 

When working on optimizing your content, keep in mind that local SEO is very relevant right now. With fewer people traveling, when we choose to leave our homes, we usually look for nearby destinations. You want to make sure your business is using local SEO strategies to optimize your website for “car dealership’s near me” searches. This way, your future customers within your community will be able to easily find you online and turn to you first. 

2. Get creative with your automotive offers

In the meantime, you can still try to win more sales and keep your revenue flowings with special discounts and offers. Many car shoppers are still in the market to buy a car and are searching online for the best deals and discounts to save money in the long-term. You can promote your special offers with PPC advertising and social media. 

3. Engage with your community on social media 

More people are on social media now, browsing for updates and trying to stay connected. This is a perfect time to try to engage with your local community by showing empathy and sharing valuable content and resources.

Sharing updates on how you’ve increased your sanitary practices to prevent the spread of coronavirus may also reassure your future customers. If you’ve decided to make changes to the way you run your dealership during this period (ex. Test-Drive from Home) make sure you share it with your community.

4. Gain a competitive advantage with Pay-Per-Click (PPC) advertising

Right now might be a smart time to use PPC marketing to connect with prospects online. On average, cost per clicks has decreased by 6% across all verticals since last week. And CPC is likely to continue to decrease in the next coming weeks, reducing the amount of budget you need to spend on advertising. 


If you have any questions about how V12Software’s full-service digital marketing agency can help your dealership grow, call us at 650-264-7556.

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