Business:Management
Bob Lanham: Creating a Full-Funnel Dealership Marketing Strategy
2021-03-25
Bob Lanham is the Head of Automotive Retail at Facebook and shares his best advice about creating a full-funnel, omnichannel marketing strategy for your dealership.
It's not about running a few Facebook ads or Google ads with a dash of Tik-Tok - Bob speaks to the importance of how one channel will drive awareness to another channel. Vroom is a perfect example of how Television (channel 1) drives awareness to the Website (channel 2), which can drive awareness to social media (channel 4), and so on.
Not only that, Bob shares his counsel about addressing a full-funnel, from top to bottom, where most dealers concentrate most of their budget on low-funnel (decision) opportunities.
Topics from this episode:
4:10 - What do you believe dealers are not utilizing enough of when it comes to marketing on Facebook?
9:16 - How do I turn traffic into leads? And how do you measure all of it?
19:07 - You need to spend money on testing different marketing channels.
23:11 - Start telling your potential customers about what they don’t know and why they should buy from you.
30:04 - Are people prepared to pay a premium for customer service and/or convenience.
32:20 - Change your mindset from the thrill of the sale to the thrill of the experience.
36:10 - People are looking at $60,000 purchase the same way as buying a cell phone.
For complete show notes and resources visit: https://www.thedealerplaybook.com/bob-lanham
FlexDealer
You've tried so many different things with your marketing but the dots never align.
Your current agency sends you a fancy report but you have no clue what it means...
That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands.
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