With the democratization of communication, traditional promotion methods are losing more and more of their efficiency. The challenge is even more significant among products that involve a lengthy decision-making process, as is the case with the automotive industry. Consumers need to be convinced that they are making the right decision regarding a product that they will use for years to come.

Through inbound marketing, you have the opportunity to respond to the needs of the public, educate them, and accompany them in the acquisition process. Learn how to apply the six principles of inbound marketing in the automotive industry to attract more visitors and turn them into leads through the content that consumers want.

1. Help, don't interrupt!

Consumers are increasingly avoiding paid advertisements and are actively seeking answers to their questions. Instead of interrupting through intrusive forms of promotion, such as banners or pop-ups, you can use their need for information to help them find an answer to a question.

For example, in a simple Google search for the question "What car SUV should I take," there is no answer from car dealers. You can use their lack of reaction to your advantage, develop around their problems, and provide solutions to those interested in buying a car.

2. Deliver the right content at the right time!

In the case of a car, the acquisition process lasts on average four months, and the prospectus goes through several phases: problem identification, education, and research. And the final stage includes comparing offers and choosing the product.

Being such a complex process, the consumer needs support at every stage. At the beginning of the road to the acquisition, he will appreciate the educational information you offer him. Through them, you will stay with him and gradually lead him to the last phase, the decision phase.

3. Connect with prospects in the early stages of the acquisition process!

Now that you know what type of content your prospects need, you can develop content based on the information they are looking for in the early stages of the acquisition process. Because 90% of the visitors on the site are not yet ready to buy, they are still in the research stage.

Differentiated call-to-action messages are needed in the lead nurturing process. If the leaflet is right at the beginning of the research, an educational guide on the criteria for choosing a new car is the type of content you want. Only later comes the time to offer them technical specifications, and at the end to invite them to a test drive.

4. Start a bilateral communication

Consumers want to receive real-time answers to their problems and worries, so they turn to forums or Q&A sites. If you analyze such platforms, you can see that car representatives lose the opportunity to connect and be part of the online conversation. Don't know how you could get involved in discussions without being seen as spam?

You mustn’t mention your brand at all until the decision phase. It is enough to sign at the end of the post with your real name and position in the company. An intervention without the direct promotion of the company but out of the desire to provide support will be appreciated by prospects. They will remember your intervention and that you were with them with helpful information when they needed it most.

5. Develop relationships with your prospects

The educational offerings that help the prospectus throughout the acquisition process also help you gather information about how you consume the content.

Everything you know about lead behavior can be used to meet the needs of tailored content. As he performs a specific action, you can send the lead a series of educational emails, which will gradually lead him to the moment of acquisition. The lead nurturing process helps you stay "top of mind" when the prospect has decided to buy the car.

6. Align marketing and sales efforts

In inbound marketing, the marketing and sales departments have a unified and transparent strategy for lead management. If you use a lead scoring system, you will know when the informational leads are ready to have a sales conversation.

We recommend using the system offered by Hubspot, which sends notifications when the leads return to the site. This way, the sales representative can contact the prospect at the right time, when he is available and open to finding out information that can help him make a decision.