Car2Sell

Car2Sell is a used car dealership with multiple locations in New Jersey. When they came to us, they were ready to grow. They needed to increase the number of leads from the website and build a sustainable client pipeline. At the time, the brand had an outdated site, no unified strategy, and was relying on random channels with no clear direction.

At the same time, the company had a clear strategic goal: reduce dependency on third-party platforms and aggregators in favor of their own digital ecosystem. They wanted to build direct relationships with customers, centralize the sales process, and gain full control of the funnel.

Our task wasn’t just to bring leads. We were here to build a full-cycle marketing system — from brand positioning to ad funnel and analytics.

How we built a scalable marketing system for a car dealer in New Jersey

year:

Step 1: Audience and Market Research

We started with research. Launching campaigns without a deep understanding of the audience means weak results, so we ran a multi-level analysis.

First, we analyzed the market. We studied Car2Sell’s competitors in New Jersey, including aggregators, mapped their value propositions, and positioning.

Then, we ran a series of in-depth interviews with existing Car2Sell clients. The goal was to uncover their pain points, motivations, and decision-making triggers.

We used the Jobs To Be Done (JTBD) framework: what jobs are people trying to get done when buying or financing a car? What’s stopping them? What helps them choose?

Then we built out key personas using the Persona Framework. Not just age and income —we defined three core behavioral segments:

1. Immigrants with no SSN or poor credit
2. Local families looking for practical cars
3. Young first-time buyers

For each group, we mapped out fears, motivations, decision criteria, and messages that would resonate.

We also built a Customer Journey Map: from first thought to final application. It helped us see where people dropped off, which touchpoints built trust, and what questions needed to be answered.

In parallel, we analyzed search queries, social media comments, and competitor feedback.

We identified key triggers:

• "No paperwork needed" creatives work best for immigrants
• "Trade-in + discount" is ideal for families
• "Get your car in 1 day" motivates people who delay decisions

This research shaped everything that followed: offers, positioning, ad strategy, and content.

Step 2: Strategy and Positioning

Based on the insights, we built a digital strategy. No more scattered efforts—we designed a complete marketing ecosystem, where every element amplifies the rest.

Positioning was key. Interviews and user behavior showed that Car2Sell’s strongest asset was solving complex, non-standard problems: helping clients with low credit scores, no SSN, or urgent needs.

We focused on transparency, support, and a human-first approach—something most competitors lacked.

We moved away from generic messages like "best prices" and tested real, honest lines:

— No SSN? No problem — we’ll match you with banks that say yes
— Trade in today, drive out in a new ride — all in one day
— No need to be a car expert — we’ll walk you through everything

We A/B tested them across ads, email, and social. Clear, specific language outperformed vague slogans.

The result was a clear brand statement: Car2Sell is an honest, helpful dealership for people buying a car in the U.S. for the first time, or dealing with credit uncertainty.

We turned the funnel into a conversation:

• Not sure where to start? Just message us.
• We’ll get it done in one day.
• No SSN? We’ll help you get approved.

This tone built trust and long-term loyalty.

Step 3: Brand Identity and Content

Website redesign: sales-first, not just a brochure.

The old site was a bottleneck: poor structure, outdated visuals, no landing pages, messy checkout.

We ran heatmaps and analytics to see where users got stuck. Then we redesigned the site based on the AIDA model.

Key goals:

• Fast, stable performance across devices
• Smart filters by brand and model
• Visual storytelling: cars, reviews, benefits
• Highlight the value of buying from Car2Sell
• Reduce friction and make the site the main sales hub

The result:

• High-converting site with loan calculator
• Segmented landing pages
• Clear navigation and sticky CTAs
• SEO-ready pages for ads and search

Before us, there was no content system. We built one.

We developed a visual style: bold but minimal colors, legible fonts, consistent patterns. Then we launched a full content plan across Instagram and Facebook:

• Customer interviews and testimonials
• Meme content and interactive formats
• Real inventory promotions
• Facebook Marketplace as a channel

Content and social media: visual identity and brand voice

We didn’t just post. We built brand awareness and trust in the local community.

Ad strategy: funnel-first thinking

Step 4: Advertising Funnel and Channels

Instead of "pushing budget," we built a real funnel:

• Capture: Google Search + Performance Max
• Warm-up: Meta Ads, Reels, TikTok
• Retarget: CRM, email, remarketing

Google Search became the top lead source. We built campaigns around:

• Branded and model-specific keywords
• Credit options ("no SSN car loan")
• Local areas (New Jersey ZIP codes)
• Pain points (trade-in, urgent car purchase)

Search brought over 60% of all leads. We also ran Performance Max for reach and discovery.

We used dynamic visuals (cars, interiors, real buyers) and benefit-driven offers.
Google Shopping was tested with live inventory to capture comparison shoppers.

Google Ads: high-intent traffic

We dropped static car posts and moved into storytelling:

• Real customer videos and team delivery moments
• Explainers: how to buy without SSN
• Offers with urgency (limited-time trade-in deals)

Meta Ads: engagement and education

Over 200 creatives tested across 40+ hypotheses. CTR reached 10−12% in top segments.

We started with a full tech audit and Core Web Vitals. Then we:

• Built 40+ landing pages (brands, loans, reviews)
• Clustered keywords and internal linking
• Worked on backlinks

Result: 3x growth in organic traffic, 5x growth in keywords in Google Top 10.

SEO: sustainable traffic growth

We built email marketing from the ground up:

• Welcome flows with personalized offers
• Reactivation campaigns for abandoned leads
• Segmentation by behavior and purchase stage

Email & referrals: a new channel from scratch

Referral offer: $300 for every friend. → Result: 70+ purchases in year one. Email now drives 7–15% of monthly leads.

We produced native mini-scenarios:

• "Got it done in 1 day"
• "How to buy without SSN"

Shot with team members or clients to boost authenticity. Best clips were boosted with paid reach.

Reels, TikTok, Shorts: human-first content

One challenge: fake followers from previous giveaway campaigns. We did a phased cleanup and doubled down on real organic engagement.

In 6 months:

• Organic reach returned to stable levels
• Engagement grew 6x
• Socials became a reliable traffic channel

The Car2Sell case is proof that systematic marketing works. In 18 months, we built an entire ecosystem that performs without relying on third-party platforms.

A strong website + full-funnel content strategy = dozens of leads daily.

Conclusion

With flexible, analytics-driven execution, we didn’t just increase sales. We rebuilt trust, created real connection with customers, and delivered a brand that speaks their language.

Performance — Ksenia Shchankina, Mikhail Burlakin, Ksenia Yachmeneva

Designer — Dinara Danilova

Project Manager — Alexander Lee

Art Director — Dmitry Lee

Marketing Director — Leonid Tokarev