5 Biggest Mistakes Internal Marketing is Making for Parts Departments

In today’s fast-paced automotive industry, the parts department plays a crucial role in driving dealership success and customer satisfaction. Yet, many dealerships often overlook the potential of their parts department when it comes to internal marketing. This can lead to missed opportunities and untapped revenue streams.

Knowing how to market your parts department online can be a struggle. The way people buy online changes constantly, and if your marketing isn’t at the top of its game, your sales could suffer.

If you’re looking to handle all of your marketing internally, there are some major issues you should be aware of. Here are 5 common mistakes internal marketing services make that you need to be on the lookout for.

#1 – Not Having a Dedicated Parts Web Store

In today’s digital age, it’s essential for dealerships to have a strong online presence, and this includes having a dedicated parts web store. This is a website that is separate from your dealership website, making it easier to attract national parts customers.

So, it makes sense that not having a dedicated parts web store is the first mistake that dealers make. 

Many customers now prefer the convenience of shopping online, and by not having an eCommerce platform, dealerships miss out on a significant revenue stream and potential for brand loyalty.

By not offering a dedicated web store, your dealership risks missing out on a large customer base that prefers to research and purchase parts online. According to a study by Hedges & Company, online auto parts sales in the US are projected to reach nearly $22 billion by 2023, and dealerships without an online presence are unable to tap into this lucrative market. Selling online also gives your dealership a competitive edge over the competition, as only a quarter of dealerships are selling their parts on a dedicated web store.

#2 – Lack of Parts Marketing Knowledge

Perhaps the BIGGEST mistake internal marketing departments make is not being focused enough on parts, and that’s not entirely their fault. Internal marketing departments are hired to market the dealership. This means they have multiple departments they need to promote.

Unfortunately, the parts department is often not the biggest priority, and internal marketing often lacks the knowledge and specialization to market OEM auto parts properly.

When marketing the parts department, it is more beneficial to hire marketers who specialize in auto parts rather than relying on the dealership’s general marketing department for several reasons:

  • Their industry knowledge enables more targeted and effective marketing campaigns that resonate with potential customers and yield better results. 
  • Auto parts specialists deeply understand the needs of parts consumers, enabling tailored marketing messages and strategies that address unique pain points.
  • They obtain technical expertise and are well-versed in various parts’ terminology, specifications, and intricacies, making them better equipped to create compelling marketing materials.
  • These professionals are aware of the best practices, latest trends, and most effective strategies specific to parts marketing, giving your dealership a competitive advantage.

Hiring marketers who specialize in auto parts can provide numerous benefits for your dealership’s parts department. Their industry-specific knowledge, technical expertise, and targeted strategies can help improve marketing efficiency, boost sales, and enhance overall performance.

#3 – Not Using Email Marketing

Email marketing can be your greatest strength or your greatest weakness. When you gain new customers, how do you keep them coming back? Nurturing your return buyers is essential to maintaining your customer satisfaction. Email marketing can help you keep your return customers and build trust. 

Email marketing is also a great way to recapture lost customers. Ensure you have a strategic abandoned cart campaign and an automated nurture campaign for your customers requesting parts quotes. This way, you don’t lose potential customers who didn’t initially purchase on their first interaction.

Here’s how to make the most of email marketing for your parts department:

  • Segment your audience: Segmenting your email list based on factors such as customer type, purchase history, or location can help you deliver more relevant and personalized content to your subscribers. This not only improves engagement but also increases the likelihood of conversions.

  • Provide valuable content: The content of your emails should be informative and engaging, offering value to your subscribers. This could include special offers, exclusive promotions, helpful tips, or industry news. By consistently providing valuable content, you’ll keep your subscribers engaged and more likely to open future emails.

  • Monitor and analyze performance: Keep track of key email marketing metrics such as open rates, click-through rates, and conversion rates. Analyzing this data can help you identify what’s working and what needs improvement, allowing you to optimize your email marketing strategy accordingly.

By implementing these strategies, you can maximize the potential of email marketing for your parts department, driving customer retention, building trust, and ultimately increasing revenue.

#4 – Ignoring Crucial Data

Neglecting to analyze and leverage data can significantly hamper the effectiveness of your marketing strategies, leading to wasted resources and missed opportunities.

By closely monitoring key performance indicators (KPIs), you can make informed decisions and optimize your campaigns for maximum impact and revenue generation.

You should be getting updated reports on your performance regularly. This way, you can make educated adjustments that will drive more revenue for your parts department. 

With the right data, you can determine:

  • Gain valuable insights into your customers
  • Set clear objectives and KPIs
  • Make adjustments to optimize future marketing campaigns

By embracing data-driven marketing, you can make smarter decisions, optimize your marketing efforts, and maximize the return on your investment. With the right data at your fingertips, you can uncover valuable insights, identify opportunities for growth, and ultimately drive more revenue for your dealership’s parts department.


#5 – Using Weak Messaging

Connecting with your customers is crucial for successful marketing efforts. Weak messaging can dilute your brand’s impact, causing potential customers to lose interest or fail to grasp the value of your parts department. To avoid this pitfall, developing a consistent and strong message across all marketing channels is essential.

First, define your core message. Consider what sets your dealership’s parts department apart from the competition. Do you offer a wide range of OEM parts, exceptional customer service, or competitive pricing? Craft a compelling message that emphasizes your unique selling points and the benefits of choosing your dealership for auto parts needs.

Next, establish a consistent tone and voice. Your tone and voice should reflect your dealership’s brand identity and values. Consider the following questions when developing your brand voice:

  • Are you aiming to convey expertise and professionalism?
  • Do you want to adopt a friendly, approachable, and helpful tone?
  • Are you looking to emphasize a fun, bold, or energetic attitude?

Once you have defined your tone and voice, ensure consistency across all marketing platforms, including your website, social media, email campaigns, and other promotional materials. Consistent messaging helps reinforce your brand identity and makes your dealership more recognizable and memorable to customers.

Get Help With RevolutionParts Marketing

Effective internal marketing for your parts department is essential to drive growth and increase revenue. To avoid common mistakes, ensure you have a dedicated parts website or online store, invest in search engine marketing, create a well-structured email marketing strategy, make data-driven decisions, and use strong, consistent messaging.

By addressing these areas and implementing best practices, your dealership’s parts department will be better positioned to attract, engage, and retain customers, ultimately boosting your bottom line. Stay ahead of the competition and secure your dealership’s success by optimizing your internal marketing strategy for the parts department today.

Are you ready to take your dealership’s marketing strategy to the next level? Start selling online with RevolutionParts so you can take advantage of one of the top Marketing Services in the parts industry.

Do you want to increase sales in your parts department, lower obsolescence, and increase revenue?

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