CENTREVILLE, Va. -

Did you know there are about 300 million mobile phones in the United States active today? That’s practically one for every American. We rely on smartphones to help do our jobs, keep up with current events and shop for things like used cars. Indeed, phones today can do almost anything and are the constant center of attention for many of us.

The prominence of our phones provides greater opportunity for dealers to reach potential customers more efficiently and effectively. However, you need a proven search marketing strategy to successfully capture the attention of this massive audience and sell more vehicles. If you’re a used-car dealer, you need to know the three dimensions of mobile marketing:

First Dimension: Your Mobile Website

You need a mobile website to stay competitive in today’s used-car marketplace. Why? Customers expect you to have one.

In fact, a recent survey showed that 88 percent of mobile phone users said they’d be more likely to buy a vehicle from a dealer with a mobile website.

Having a mobile website can significantly increase your ability to engage potential customers and sell cars. However, not having one can seriously limit your ability to compete with tech-savvy dealers.

When it comes to the design of your mobile website, simplicity is crucial.

It should have minimal words and pictures. Then, visitors will feel comfortable browsing your cars on their phones.

Try using touchable text and large buttons. That’ll make it easier for visitors to ‘thumb-surf’ through your site and contact you.

Don’t hide critical information like your phone number or email address in a graphic. Remember, visitors are likely to abandon your mobile site if they can’t easily access information they want.

If you have a mobile website but don’t feel like you’re getting enough value yet, it may pay to consider mobile marketing resources like those offered by AutoRevo. Their proven techniques help dealers boost online response rates so they can sell more vehicles.

For example, some dealers use AutoRevo mobile tools to help sell cars on Facebook Marketplace or eBay. Other dealers like to track performance metrics of their mobile website and paid search campaigns to help identify areas of their business that need improvement.

Second Dimension: Why Local Search Is Vital

Now that you know how valuable your mobile website can be, it’s time to start promoting it. Then, Internet search engines and more shoppers can find you online. Focus on local search marketing — it’s your best opportunity to see results fast.

Did you know that researchers saw a 500 percent increase in mobile searches from 2008-2010?

Not surprisingly, they found Google to be the most frequently used search engine. So make sure your dealership and mobile website are visible on Google Places. Then, shoppers can find you faster.

Luckily, claiming your business listing with Google Places is a free, straightforward process — just follow the instructions online at google.com/places.

To help shoppers find your mobile site while searching, you’ll want to use keywords on Google Places such as: used cars, your city, your dealership name, and for franchise dealers, your OEM affiliation. Also, include your local phone number and a link to your mobile website.

You can add up to 10 photos and five videos on Google Places. Use these as opportunities to show customers why your dealership is the best place to buy.

For example, the logo used by Carfax Advantage Dealers helps them stand out and build confidence with online buyers. It shows shoppers that every car sold comes with a free Carfax Vehicle History Report. The power of a trusted brand can give you an edge over other dealers in your area.

Important: When it comes to search marketing, it’s important to avoid duplicate content between your main and mobile websites. Otherwise, it could have a negative impact on your search rankings.

In other words, don’t run your mobile website on the same exact URL as your main website.

Try using variations like: m.yourdealership.com, mobile.yourdealership.com or yourdealership.mobi to make your mobile URL appear different to the search engines.

Without a unique Web address, your mobile site runs the risk of penalty for duplicate content by Google.

Third Dimension: QR Codes and the Future

If you’re ready to try something new, tell your marketing team to include a “QR code” with your next newspaper or print advertising opportunity. It can instantly turn an offline consumer into an online shopper.

Today, Quick Response (QR) codes are one of the hottest trends in mobile marketing. These black and white barcodes are generally the size of postage stamps, and link users to mobile websites. You simply scan a barcode with your smartphone from a printed piece and are sent to a specific mobile website.

It’s great for marketing because it’s a curious way to get consumers to interact with your dealership.

A relatively new technology, QR codes saw a reported 1,200 percent increase in scanning from July to December 2010. This fast and engaging marketing method could be the way you take business to the next level.

Most of us couldn’t get through the day without our smartphones or mobile devices. Yet many used-car dealers haven’t even attempted to reach this massive mobile audience.

With so much opportunity out there, you need the right mobile marketing strategies in place to engage a greater number of shoppers and sell more cars.

Editor’s Note: Carfax regularly produces educational Webinars for dealers, and this article is an off-shoot of a recent offering. Auto Remarketing partnered with Carfax to run these columns. This article mentions AutoRevo; however, there are several online marketing options available for dealers. Dealers should explore all options.