[This article was written by Dawn Castell.]
After facing many daunting challenges, the automotive industry has demonstrated a remarkable resilience. As recently as the 2008 crisis, automakers seemed all but doomed. However, a remarkable resurgence has occurred, causing businesses in other industries to take note. After all, the marketing strategies used by the automobile companies can help practically any business to succeed. Here’s how.
Automakers connect with consumers by providing valuable information. For example, when people search for tips on what to do after an accident, drivers can find plenty of guidance from car companies. However, alongside information about managing insurance claims, legal issues, and health concerns, automakers also want to help people find a replacement car.
Simply put, businesses can also use content marketing to position themselves as a convenient one-stop resource for accident recovery, car companies have a chance to also sell new cars. Other businesses can learn this lesson by making it easy for shoppers to get the information they need. By putting people ahead of profits, companies can expect to achieve their goals.
Respond to Data
Rather than taking “stabs in the dark,” the automotive industry has mastered data-driven marketing. By investing time and money analyzing web analytics and multiple Big Data streams, automotive companies gain the necessary insights to drive effective marketing campaigns.
Businesses in any sector can replicate the marketing successes of the automobile industry by following a similar approach. However, many business owners and managers fall victim to shortcuts that aim to deliver quick results without making the effort to create a sound marketing plan.
Engage Multiple Channels
Automobile companies have mastered the concept of omnichannel marketing. They present a consistent message across traditional media such as broadcast and print. They extend that message to multiple social media platforms and the web. For example, every time people saw the Fiat 500 advertised, the ads had the same look and feel.
Every business can build their brand by engaging multiple channels with content that communicates the same brand values. Such a homogeneous approach communicates reliability and trustworthiness while creating memorable experiences.
Connect with Social Media
Automotive brands have built solid reputations with their audiences by engaging them on social media. In other words, rather than treating social networks as platforms to use for pitching sales, these companies use them to build relationships. Automakers spend a lot of time and money interacting with their followers while sharing interesting and entertaining content that makes life better.
Businesses owners and marketers who want to rise to the top of their industry should also connect with audiences via social media. Rather than constantly promoting themselves, companies should get to know their audience members, respond to comments and questions, and socialize on a human level.
Make it Quick
Car companies have learned that audiences have little time to waste. This means that they have only a few seconds to convince people to pay attention to their content. On some platforms such as YouTube, this is imperative, because viewers can skip ads after watching for a short while. Auto companies found ways to quickly connect and make viewers want to learn more.
Every business faces similar challenges. Regardless of whether prospects see a video, text-based articles, infographics or other content types, they will not stick around unless they are quickly engaged. To put it differently, time matters, so marketers should make every second count.
In summary, over the years, the automotive industry has suffered many ups and downs. As a result, their marketers have developed effective strategies that have been proven to propel their businesses and brands into full recovery. Every business owner and manager should apply the same lessons by developing strategies that quickly and consistently engage audiences while always putting customers first.
Dawn is a budding entrepreneur. After graduating with her MBA, she spent a few years working in the CPG industry and a few more working in the business tech industry before she set off to start her own business. She has been consulting with businesses, large and small, on the side ever since.