Drip marketing, or drip funnel marketing is a method of advertising where your business can use a series of messages and engagement methods that provide several points of contact with prospective clients over time (or down the marketing “funnel”). The drip funnel in Facebook advertising, is a type of retargeting—meaning it uses a Facebook Pixel code to target visitors to your webpage. If you don’t have a Pixel installed on your dealership’s website and you are utilizing Facebook marketing, you are missing out on an excellent resource of traffic.
The initial point of contact is via a standard retargeting ad, which targets car shoppers via your existing web traffic. This is key to the entire process, as it’s the top of the “funnel” that influences the audience size for the rest of the campaign. The more visitors your website receives, the larger the pool of potential clients there will be to target—making this method of marketing more advantageous for businesses with higher web traffic, but who wish to see a higher quality of traffic.
But that isn’t to say you can’t increase your web traffic to complement this marketing method. If you aren’t getting the amount of traffic you’d need to optimize this method, your business would simply need to step up your overall digital marketing game. That can typically be done with stronger SEO, PPC, social media advertising, and post engagement efforts. A strong base marketing strategy ensures your drip funnel has a good starting pool of prospects. (Luckily, Dealer Authority can help with all of this—just ask us! We can assess the traffic that comes to your dealership’s website month-over-month and give you the tools to increase your digital leads.)
Once your business has the traffic it needs to fill the funnel, what are the benefits to initiating this kind of marketing campaign?
If your dealership is looking to improve the amount of qualified leads driven via your social media advertising and website for new and used car sales, consider Dealer Authority. Our team of digital strategists have hand-crafted our drip marketing process to generate more qualified leads for our dealers.