How TikTok and 100% Online Bring Us Sales Success
12 september 2024, PaulYou can only win offline if you first win online!
As a Ligier dealer and owner of Ligier Store Doesburg – Experience Center, I can say from personal experience: if you don’t win online, you’ll never be successful offline. Our focus on a fully digital sales strategy has helped us reach the top, with no less than 90% of our sales happening online. That’s not just a result; it’s a conscious choice.
TikTok: from 4% to 44% youth sales
One of the biggest successes of our digital approach is our growing presence among young people. In 2022, only 4% of the Dutch Ligier microcar market was made up of young people. But thanks to a smart TikTok strategy and sharp content creation, that percentage has risen to an impressive 44% for us! This wasn’t a coincidence but the result of focused effort.
In countries like France and Spain, young people make up a large part of the microcar market, while we were lagging behind in the Netherlands. We saw an opportunity. By effectively using TikTok, a platform where the youth live, we were able to reach them. With creative videos, we positioned our product as trendy and safe, exactly what young people are looking for.
Influencers: How to get the most out of them
When working with influencers, it’s essential to know who you’re dealing with. A-influencers—the big names—help create national brand awareness. But they are more independent and harder to steer for specific campaigns. They do their thing, and it works, but it’s less suitable for targeted promotions.
C-influencers, on the other hand? They might have a smaller reach, but they are flexible and eager to collaborate. They love creating videos that perfectly match what we want to represent in our stores. This makes them a valuable addition to our marketing strategy.
Engaging content is key
Every video we make starts with a knockout question. Why? Because the first image is crucial. Combine that with popular music and trends, and you have a video that immediately grabs attention. We smartly use subtitles as SEO for TikTok—that gives us that extra boost in visibility. And yes, a good script ensures consistency and clarity in every video. This way, you always strike the right chord.
Digital sales: The key to success
What’s often overlooked is how powerful a digital approach can be. For us, 90% of sales come online. Customers nowadays love to shop from home, but that doesn’t mean personal contact is missing. FaceTime, WhatsApp, and the occasional physical visit are often part of the process, even with a fully online purchase.
A digital approach requires more than just a website. You need an advanced and user-friendly platform that supports the customer journey. And with Google CPC, Facebook Ads, and TikTok Ads, we make sure our customers find us. Our website is the place where leads turn into happy customers. It’s more than a sales channel; it’s where customers connect with our brand.
Results: from 4% to 44%
Since launching our strategy on July 1, 2022, we’ve seen our market share among young people grow from 4% to 44%. For any dealer looking to reach young people: the key lies in platform-specific content and a fully digital sales strategy. Without this strategy, we could never have made this leap.
And we’re not doing this alone. We work with a top marketing agency, Infotrade, and experts like Remco Roos, Wilbert Philippo, Joy Fokkema, and Niels Jansen. Together, we’ve been able to achieve this success.
Want to know more?
Curious how TikTok and online marketing can help your business grow? Come to my presentation at Digital Dealer Las Vegas. There, I’ll share all the details of our strategy and explain how we grew our youth market share from 4% to 44%.
Summary of key insights:
- 90% of our sales take place fully online.
- TikTok marketing has increased our market share among young people to 44%.
- We use A- and C-influencers to reach different target groups.
