Today’s consumer is bombarded with hundreds of marketing messages every week. As an automotive professional, you understand the importance of marketing in keeping your bays full. But how do you stand out among all the other shops competing for the same customers in your area?
The answer lies in data-driven automotive marketing. You’re already collecting customer data daily, but are you using it effectively to grow your business? If not, don’t worry—we’re here to guide you. Below, we’ll break down actionable steps to use data driven customer insights in automotive to power your marketing and attract more business.
This summary highlights key points shared by Cinch CEO Justin Rae during his conversation with Kim Hickey on the Maximum Octane podcast.
Automation and Data (3:55)
Auto driven marketing doesn’t have to be reserved for big businesses. Even small shops can implement strategic steps to leverage data for growth. Here’s where to start:
- Audit Your Data: Begin by understanding the customer data you currently have. This includes identifying and cleaning duplicates, fixing mismatched info, and ensuring accuracy. For instance, something as simple as a misspelled name can create confusion or lead to unnecessary costs, like sending multiple mailers to the same person. Using tools like Cinch, you can correct these issues efficiently through machine learning.
- Connect on a Personal Level: Capture and utilize demographic and personal customer details to build connections. Accurate, clean data ensures your customers feel valued with personalized communication, like an oil change reminder based on recorded mileage.
- Avoid Wasteful Marketing: Sending incorrect or redundant messages isn’t just costly; it makes customers feel neglected. Automated systems can help you craft data-driven automotive marketing campaigns that are relevant and impactful.
Simplifying Data (9:45)
Many shops feel overwhelmed by data management, but it doesn’t have to be daunting. Cinch consolidates customer info, including personal, vehicle, and service details, making it manageable and actionable.
- Accurate data highlights how service advisors can better connect with customers. For example, tracking mileage ensures timely reminders for routine services. Cinch simplifies this by monitoring changes in customer behavior and ensuring they receive the right message at the right time.
Integrating Data with Your POS (13:40)
Your point-of-sale (POS) system holds a treasure trove of information, and combining it with marketing software can take your efforts to the next level. Cinch integrates seamlessly with your POS to track ROI and enable automotive multi-channel campaigns effortlessly. This unified approach ties your service and marketing data together for better results.
Marketing Automation with Cinch (14:47)
Think of Cinch as the building blocks of your marketing. Designed for auto driven marketing, it’s a low-code/no-code tool that allows you to customize and launch pre-built journeys. Build targeted campaigns, automate internal communications, and even streamline hiring processes.
- Cinch helps you stay consistent with your marketing efforts, so you’re always in front of customers—even when you’re busy. This ensures long-term growth by scheduling future repairs and promotions.
Consistency Is Key (18:00)
Marketing isn’t something you turn on only when your bays are empty. Consistency wins. Automation tools can help you keep your shop top-of-mind, even during slow periods.
- Promote services proactively to keep your calendar full in the weeks ahead. For example, instead of blast-promoting discounts, use data-driven customer insights in automotive to identify future needs. Messaging customers with “we can get you in sooner” creates a better experience and fosters loyalty.
Staying visible ensures you stay competitive. Even large automakers like Ford and Dodge kept advertising during the microchip shortage, selling vehicles on backorder to avoid losing out to competitors. The same principle holds for smaller businesses like yours.
Requesting Online Reviews (24:50)
Online reviews build trust, and automation makes it easy to collect them. Send review requests after every transaction to customers who’ve yet to leave feedback.
- Include text-message opt-ins to build a compliant contact list. Avoid review gating (filtering for only positive reviews) as it’s against Google guidelines and leads to fewer reviews overall.
- Cinch enables 2-way communication, allowing frustrations to be resolved over text before they spiral into public complaints. Most customers will leave a 4- or 5-star review if you simply ask.
Legally Compliant Marketing (29:22)
Staying compliant with laws and codes is challenging, but Cinch takes care of this for you. From email reputation to text messaging compliance, the platform ensures you’re marketing legally and effectively.
Why You Need Better Marketing Software (31:30)
Entrepreneurs wear many hats, but you shouldn’t have to do it all alone. Cinch combines all your marketing tech in one platform, simplifying automotive multi-channel campaigns. It saves you time and money while letting you make smarter, data-driven decisions.
Final Thoughts
By leveraging data driven customer insights in automotive, automating your processes, and staying consistent with your marketing, you can stand out in a crowded market. Tools like Cinch make auto driven marketing accessible for shops of all sizes, ensuring you’re always ahead of the competition.
To hear more about maximizing your marketing, check out the Maximum Octane podcast. Or, take the first step today by auditing your customer data and setting up automation to keep your shop thriving.
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