Search engine marketing is an important tactic to acquire new customers to your car subscription business. It goes without saying that regardless of the industry, most consumers start their purchase journeys with a search on their preferred search engine, which most of the time is Google. This is why both paid and organic search engine marketing should be at the top of your priorities for acquiring new customers. The ideal outcome is for your website to rank higher than your competitors, as this will almost guarantee individuals visiting your website and learning about your car subscription offerings.
Chances are that upon launching your car subscription service, there will be only one internal stakeholder responsible for all marketing activities. This is why it is important to ensure that your efforts are being invested appropriately into the channels that yield the most favourable results. Similar to how you would approach your social media strategy, paid campaigns on search engine marketing should be used sparingly, with most of your attention being given towards organic activities such as creating SEO landing pages, optimising for SEO keywords and writing SEO-friendly content.
The reason behind why organic should be prioritised is because of how new the car subscription market still is. Since ranking high on Google is a long-term strategy that needs to be compounded over a time, businesses who start early and lay the correct foundations will reap the rewards later - especially with the entrance of new providers that will make the car subscription space even more competitive.
Another important consideration to keep mind is that no matter how big or small your budget is, the budget for paid ad campaigns should be monitored closely to ensure that it reflects your changing and forecasted inventory levels. For example, if your utilisation rate is almost at 100% and you anticipate that no vehicles are returning nor are you expecting any new procured vehicles, then it would not make sense to still keep a high budget on your paid ads.
Conducting keyword research is imperative to ensuring that your SEO pages and paid search campaigns are aligning with the search queries from your target audience. Using either free or paid tools can help you get the necessary information you need to target the right keywords based on their volume and difficulty level. Keywords can either be short tail (e.g. "car subscription") or long tail (e.g. "how much does car subscription cost"). Formulating a balanced approach that targets both will be important to ensuring you address all search enquiries conducted by your target segments.
There are many guidelines when for SEO practice, however the main ones that you should focus on are:
Some metrics worth paying close attention to when measuring the success of your paid ad campaigns include:
For organic, measuring the increase in search volumes of your business name can be a good indicator for growth in brand awareness. Otherwise, most businesses tend to measure the search impressions and organic traffic from Google Analytics. There are many SEO tools available that can also help track your rankings should that be a point of focus for your performance measurement.
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