Top of Funnel vs Bottom Funnel Automotive Keywords

What is the Automotive ‘Sales’ Funnel?

The majority of buyers (of any product or service) go through the same buying stages. As marketers, we visualize this concept as a funnel. The top of the funnel is filled with prospective or return customers. These typically get lumped into several categories but the two most relevant are:

  • Known Maintenance Events – The customer knows their service is coming up soon
  • Unknown Maintenance Events – The customer identified sounds or feelings that don’t seem right when they drive, and think something MIGHT require service.
Top of funnel consumers are gathering information, rediscovering your brand, or educating themselves about service or maintenance cycles. As they move down the funnel, they are continuing the research process and begin comparing your dealership to competitor dealerships or aftermarket stores. At this point, we say the consumer is at the bottom of the funnel, and it’s crucial to convert them to a service appointment.

Top of Funnel Keywords

Getting consumers to enter your sales funnel is the first step to convincing them to service with your dealership. This is why top of funnel keywords are so important. When setting up a Paid-Per-Click, you will want to target keywords that show they are researching service, or have a problem with their vehicle that may indicate service is required.

For example, if a vehicle’s battery is dying, the customer may begin researching the symptoms without knowing what’s causing them:

  • Why do my headlights dim when I start my car?
  • My engine is taking longer to turn over
  • Flickering lights when accelerating

All of the above queries suggest that there is a problem with the vehicle’s electrical system. The engine taking longer to turn over may be another problem, however – it most likely indicates a failing or older battery.

Bottom of Funnel Keywords

Getting consumers to enter your sales funnel is the first step to convincing them to service with your dealership. This is why top of funnel keywords are so important. When setting up a Paid-Per-Click, you will want to target keywords that show they are researching service, or have a problem with their vehicle that may indicate service is required.

  • Best dealership
  • Cost of a new battery?
  • Where to buy
  • Free MPI

Getting consumers to enter your sales funnel is the first step to convincing them to service with your dealership. This is why top of funnel keywords are so important. When setting up a Paid-Per-Click, you will want to target keywords that show they are researching service, or have a problem with their vehicle that may indicate service is required.

If either end of the funnel is neglected, you risk losing that customer to a competitor. Understanding the entire sales funnel and decision making process is crucial for winning back service automotive customers and conquesting new automotive leads.

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