Case Study
HeyDay Marketing Helps Local Car Dealership Generate Over 500 Used Car Sales
About Heyday Marketing
We’re Heyday Marketing — an award-winning Digital Marketing agency voted one of 2021’s Best Digital Marketing Agencies in Miami. We provide our clients with top-notch customer service, transparent communication, and expertise in scaling and improving their online efforts and results. We bring over 50 years of combined digital marketing experience to the table and always strive to deliver the best possible results to our business partners.
We are certified Google and Facebook experts, as well as Shopify certified Partners, so look no further if you’re a business that needs to overhaul, optimize, and reprioritize your online marketing strategies. Our team of Miami-based industry-leading digital marketers is equipped with the tools, resources, and killer instinct necessary to enable success for your brand.
When you work with our Miami Social Media Agency Team at Heyday Marketing, you’ll gain an unfair competitive advantage in your industry and ultimately bring your brand to its Heyday.
About South Dade Toyota of Homestead
South Dade Toyota of Homestead has been serving the community with top-notch customer service and the best dealership experience in the area since 2009. With a large selection of new and pre-owned Toyotas, South Dade Toyota of Homestead has been offering its customers the ultimate selection of inventory for years. Their knowledgeable and friendly staff will work with you to find the perfect car at the perfect price; plus, with convenient financing options available, South Dade Toyota of Homestead makes it easy to get behind the wheel of your new car. Unlike so many other car dealerships in the area that are purely focused on closing a sale, South Dade Toyota’s objective is to make sure all of their customers get the type of fantastic service they truly deserve.
Local Competition
It’s no secret that the car industry is highly competitive, and for many dealerships, standing out from the pack can be a real challenge. The story was no different for South Dade Toyota before working with us. Considering there are four other high-performing dealerships located nearby, their dealership struggled tremendously to generate consistent sales, particularly within their used vehicle department. On their own, South Dade Toyota was challenged with:
- Building brand awareness. With so many dealerships competing for attention, it was tough to get potential customers to remember their location when it came time to make a final decision on a used car purchase. They needed more presence on Google and other platforms to be known to the local community.
- Competing against other established businesses. Despite their foothold in the Dade area since 2009, South Dade Toyota struggled to maintain repeat customers who valued long-term relationships with their dealership over the local competition. Customers that had been doing business with their competitors for years were not willingly switching to their
- Marketing and lead conversion. They had tried various ad campaigns and marketing tactics before, but weren’t hitting home with engagement, consistency, and conversion. Without a dedicated Google Ads strategist and management team, they were spending money aimlessly without properly attributing
With all these challenges in mind, South Dade reached out to our team at Heyday Marketing to assist in putting together a comprehensive digital marketing strategy designed to overcome these obstacles and take their dealership to the next level.
The Solution
After an initial analysis of their current website design, SEO efforts, and overall online presence, our team put together a customized plan of action for South Dade Toyota to help them achieve their desired results. The main objectives we focused on were increasing website traffic through improving SERP rankings and generating more used car leads and sales.
To increase website traffic, our team focused on targeted bottom-of-funnel keyword research and optimizing existing content for SEO. We also implemented a robust link-building strategy to help improve South Dade Toyota’s overall domain authority. Our goal was to craft a consistent marketing message and optimize the dealership’s offers to their target audiences through multiple touch points throughout the buyer journey.
For used vehicle lead generation, we ran targeted retargeting and display ads that directed in-market users to landing pages with special offers and incentives. We ran a wide range of different campaigns targeting various niche audiences, including “no money down” or other types of financing-related pushes to test which creatives, copy, and offers would yield the best results.
Once we determined what worked best among display, video, search, Vehicle Listing Ads (VLA), and other channels, we scaled those campaigns up to reach a larger audience across the Miami-Dade County area.
Results
After implementing our out-of-the-box marketing solutions, South Dade Toyota of Homestead was thrilled to see their overall business improve. In just a few short months of working together, we were able to increase their used car lead generation significantly via the Google network,
bringing in over 500 customers at an average cost per lead of only $30. Not only did we increase their lead volume, but we also drastically enhanced their ability to convert leads at the bottom of the funnel — their conversion rate more than tripled, going from 1% to 3%.
Out of all the ad variants we tested, the best performing type of content was video, followed closely by vehicle listing ads (VLAs). Among the different offers, the highest-converting one was “We’ll make your first 12 payments,” which resonated well with their in-market audience of sedans, trucks, and compact cars. Thanks to our efforts, South Dade Toyota of Homestead is now one of the area’s leading dealerships, absolutely crushing their competition.
Client Testimonial
Want to hear from our clients directly about their experiences working with our Miami team? Check out these incredible video testimonials from our various clients to learn more about how our team can transform how your business operates online.
