Customers live their lives online—and it’s not a passing fad. The mass migration to digital shopping has been well underway for decades and the COVID-19 pandemic only accelerated the movement. There has never been a more crucial time to start selling parts and accessories online and moreover, build a digital marketing strategy to fuel the charge toward parts eCommerce success.
The purpose of digital marketing is to drive awareness to your eCommerce business. No matter what consumers are shopping for, whether it be a car part or a pair of socks, they have hundreds (if not thousands) of options online. In a sea of options, digital marketing helps your business stand out on search engines and capture buyers. The benefits of digital marketing for your dealership’s parts and accessories business can’t be understated.
Benefits of Digital Marketing:
- Promotes brand awareness
- Maximizes return on investment of eCommerce business
- Drives more profitable revenue to the dealership
- Attracts new customers nationwide
- Generates customer loyalty
- Enables the dealership to grow
Building a successful parts eCommerce business doesn’t happen overnight and it certainly doesn’t happen by accident. Imagine your parts eCommerce business is a football team and your digital marketing strategy is your quarterback. Are you going to win if you’re missing your quarterback? Just like a strong wide receiver and linebackers are essential to winning a football game, Google search campaigns and a smart SEO strategy are crucial to maximizing your parts eCommerce sales.
When it comes to the profitability of selling auto parts online, the number one mistake dealers make is with marketing. More specifically, a complete lack of marketing. You can’t just put up a web store and expect customers to flock to it. Online shoppers need to know your web store exists before they can buy anything!
Without a strong digital marketing strategy, you’re just spinning your wheel and going nowhere. But what exactly goes into a comprehensive digital marketing strategy?
Essential Types of Digital Marketing for Successful Parts eCommerce
There are several types of digital marketing techniques for driving customers to your website and converting those leads into sales. The best digital marketing strategy will include a variety of different techniques that work together to drive up parts sales. Here are some of the most crucial types of digital marketing you need to consider for your parts eCommerce business:
#1 Google Ads Search Campaigns
A text-based ad that shows up in Google Search Results before any organic results. These ads are based on the keywords, or “phrases” a customer uses when searching for parts on Google.
#2 Google Shopping Campaigns
An image-based ad that shows up under the shopping feed of Google Search Results or under the “Shopping” tab. This is a great way for people searching on Google to easily connect with you and purchase the parts you are selling.
#3 Organic Search (SEO)
The search results that show up in order of “best-optimized page” below a search engine’s Search Ads. Organic results are non-paid, and placement relies on how closely your page result fits the user’s query. Having a high ranking amongst the most popular search engines will drive more business to your parts eStore.
#4 Email Marketing
Commercial messages to an email list of existing and prospective customers used to solicit sales, provide discounts on products, and save abandoned shopping carts. Email marketing remains one of the most vital forms of marketing and can be a big driving force behind sales.
#5 Social Media Marketing
The use of social media platforms such as Facebook to connect with vehicle owners through conversations about automotive parts and repairs and promote products. Social media is a great way to get in front of and connect with your target customers.
The key to a successful online parts business is to have a digital marketing strategy put in place to drive customers to your website. You need to be implementing the right marketing techniques and have a clear understanding of your audience. If you are hiring a marketing team, be sure they specialize in auto parts marketing, rather than being a “jack-of-all-trades.” With the right team and the right strategies in place, your eCommerce parts business will flourish.
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