What is the determining factor that causes your customers to make their car buying decisions?

Do you know?

According to recent research from Harris Interactive (AutoRemarketing) if your online and social media marketing strategy is not reaching out to a group of influential decision-makers, then you may be missing out on sales. The opinions of these crucial consumers, termed “Influentials,” not only determine which vehicles they will buy – but can also be the determining factor for which vehicles other consumers buy.

Who are these influential decision-makers? According to the Harris Interactive study, they:

• Earn more money – $75,000 a year, or more
• Are older – with an average age of 45
• Are men – 82 % are male
• Are more likely to do their own research to learn about vehicles than to rely on advertisements

Influentials are also less susceptible to what the salesperson tells them and much more likely to rely on their own research. To form their opinions, they turn to a wide variety of sources – including the Internet. In fact, according to the Harris Interactive study (Listen Up: Influentials Are Talking about Vehicle Brands! We Told You So!), 63% of the Influentials are likely to use the Internet as a source for gathering information.

Once an Influential makes a decision about a particular car model, such as a Mercedes-Benz, not only does it impact their own behaviour, it is also likely to impact the purchasing behaviour of those around them. In fact, Non-influential consumers reach out to the influential group for help in making their decisions, “(55 percent) of Non-influentials actively seek advice from Influentials.” (Influentials Talk about Automotive Brands - Media Buyer Planner)

How can you reach the Influentials with your marketing strategy?

The answer is simple:

• Give them the tools they need to make their decision. This means providing specific and detailed information, not traditional advertising, with your blogs and other online sites. By giving them access to the tools that they need to make their decision, you’ll win their favour.
• Be where they are. A substantial amount of Influentials are online, so your dealership should be online too. Find the sites they go to and develop a presence there. Provide or join online communities where they can interact with others who are knowledgeable about cars.

By targeting Influential consumers with your social media and blogging strategies, you can reach the Non-influential group as well.