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When it comes to marketing your accessories business online, content is king. Whether you have an off-road or performance shop looking to grow your local accessories business, or a dealership trying to increase new car buyer accessories sales, content is key to your marketing goals.

In this article, we want to share some successful content marketing strategies that are designed to boost visits to your website via organic search. However, the content described below will also help you market your business on social media, and give you some great info to share in an email newsletter.

Accessorizing at the point of sale taps into a multi-billion dollar industry.

Individualism is growing like kudzu and there’s no place for a well-meaning base model to hide. In our “have it your way” society, there are over 30 shades of white paint selections for your new bathroom, a monogram for everything you own, and one too many shows dedicated to making a consumer’s house “more you.”

Automotive is no exception with vehicle personalization clocking in as a $200 billion dollar industry (plus or minus a few billion, but who’s counting?). In 2018 there’s not a dealership in the country, from corporate mega complex to mama and papa’s discount Ford store, that can afford to ignore personalization and we’re here to help you pull this thing off.

The we-owe document is a staple of the automotive world. This invaluable document originated out of a need to protect both dealer and customer, but stacks of paper documents leave both parties wanting.

Documentation is the key to professionalism and protection, so why take any risks when it comes to such an important step in the sale? Effectively protecting the dealership’s interest and providing that same comfort for your client saves time and confusion for all involved.

It’s time to bury the paper we-owe for good.

*updated August 10, 2021

Thinking about selling auto parts online for the first time? Online parts sales are growing steadily year over year, and this growth is expected to continue for the foreseeable future. Right now consumers are becoming more accustomed to buying parts and accessories online. Fortunately, the tools for selling parts and accessories online have never been better.

Still, while it's a great time to start selling parts and accessories online, it's also difficult for new e-commerce retailers to get established. If this is the first time you’re looking for an auto parts e-commerce platform, there are some things you can do to maximize your odds of success and avoid common mistakes.

It was the 1970s in a suburban neighborhood in Shelby, North Carolina. Preschool paleontologist hopeful, James Brooks, was pouring over his newest dinosaur book from the local library when his highly detailed young mind zeroed in on it. National Geographic had clearly, unapologetically illustrated a dinosaur’s hand in the improper position and with too many fingers.

James couldn’t stand for it.

With AutoNation Ford’s service directors gathered around the table, a new venture of customizing vehicles with aftermarket accessories was introduced. Within weeks, Insignia Group created customization for AutoNation’s aftermarket focus, AutoGear. Employees were trained, pricing was determined, and a carefully laid process was ready for action. The dealer’s service and parts director, David Bartalis, was ready for anything--but not everyone was on board.

“The initial response was a mixed bag,” David remembers. “Some associates were excited, some were concerned. Many were programmed to believe if you work at a dealer, you should only put factory parts into the vehicle we service and sell. When we launched the program, some employees were worried about not using factory parts--but we knew from day one we were going to make this successful.”

It’s past time to stop putting all our eggs into the front of the house’s basket. The service department has an incredible opportunity to create a lasting relationship, build repeat business, generate referrals, upsell, and generally add sprinkles and butterflies to the customer experience.

Selling accessories at the point of sale brings customers (cheerfully) into the service department (sans selling a vehicle with accessories already installed). Your customer is pleased to return to get their accessories installed, and the door of opportunity is flung wide open.

Changes made to image. Courtesy of  Haiden Goggin. license information here

Car buyers like to feel good about their investment - and if you’re running a dealership you wouldn’t have it any other way. Customers in the market for purchasing a vehicle have more buying options than ever before. The convenience of the internet has led to streamlined transactions, rather than a car-buying experience.

Subaru of Clear Lake Parts manager Nick Heidaker expresses the importance of an accessories program at his store, “Our customers find value in personalizing their vehicles—it also gives us a chance in parts/service to meet the customer before their first service appointment.”

In 2018, my dad is even talking about leasing a car. This is the same guy that is adamantly opposed to renting a house, and until lately would have never considered a lease. My dad always said you should never throw your money at something every month that you won’t eventually own.

But even Dad is raising his eyebrows at the opportunity to bring home a really nice vehicle at a fixed cost and turn it right back in when (Mom) is ready for a new one.  You won’t believe this, but my dad isn’t the only one that is on to something.

Turns out basically all of America got the same direct mailer because leasing is on the up and up, and still upping. If you’re not fully versed in the ease, joy, and beauty of accessorizing a leased vehicle, then get ready to be dazzled, my friend. Presenting personalization can’t be any easier than to your lease guy (or gal). *

You talk, I’ll listen- Committed to helping, your dealership has many ways to communicate with Insignia. What are your options?

Selling accessories during every car deal is a great way to make extra money as a salesperson at your dealership. Insignia Group makes this accessory selling process seamless and customer friendly. But what if you have a question? Or maybe you’re not sure how to find a certain accessory? Insignia Group is here to help! Check out the 3 ways you can get in contact with Insignia Group and find out the best way to get any problem resolved.