Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital Marketing is the promotion of brands using all forms of digital advertising Means to reach consumers.
Digital marketing applies technologies or platforms such as Websites, E-mail, Apps (classic and mobile) and Social Networks. Social Media Marketing (SMM) is a component of digital marketing.
Many organizations use a combination of traditional and digital marketing channels; however, digital marketing is becoming more popular with marketers as it allows them to track their ROI (Return on Investment) more accurately compared to other traditional marketing channels.
Today most of the businesses used these new digital technologies/ Types of digital marketing for advertising & promoting the product/services & for reaching to the targeted Customers/Consumers. There are following types / new technologies used in digital marketing
Your strategy, if a comprehensive one, will be around long-term. At the same time, you have to remain open to changes and improvements if, for instance, your competitors take a new direction, you take a new direction. Flexibility is the name of the game.
Let’s take a look at how to start writing your marketing strategy:
Analyze your dealership
Objectives and how you’ll reach them
Strengths and weaknesses of the team, business, products, services
Analyze your market
How big is it?
You growth expectations
Customers’ behavior and spending power
Analyze your competition
Monitor their messaging, marketing campaigns, social channels, products
Their strengths and weaknesses compared to yours
Compare pricing, customer support, sales channels, customer demographics, messaging, etc.
Identify your customers
Segment your existing and potential customers according to what they want from your dealership – high-quality products, low cost, 24/7 customer support, location, etc.
Once you’ve segmented, compare your positioning with that of your competitors – customer support, cheaper/more expensive, fast to market, targeted countries, etc.
Analyze your products and services
USP – what makes your product or service unique?
Benefits – check out your segments as it’s likely they’ll be looking for different things – price, location, etc.
How will you broadcast your benefits?
Promotions and offers
Events and trade shows
TV and radio
Word of mouth
Having agreed on your dealership marketing strategy, you’re now ready to build your marketing plan, and launch campaigns. Your plan will identify budgeting, deadlines, key team members, channels, etc.
Advantages of Digital Marketing
There are many advantages of digital marketing, including:
It’s more affordable to deploy than traditional marketing and advertising
Digital marketing goes from planning to execution more quickly.
Digital marketing gives fans/viewers/readers a chance to share your content.
Digital marketing campaigns are easier to attach to other campaigns & growth in the customer’s base.
Digital marketing campaigns have longer shelf lives & access to wide international markets.
Digital marketing gives the brand more time and space to tell its story.
Remember what I said earlier, about having a flexible strategy? Your plan, more so.
Millions of followers and thousands of likes – what could be better than that?
Have you dreamed about it? Of course, we all do. If you are struggling but not succeeding, then here is the guideline you need to become famous on Instagram.
Instagram is a popular social media for finding your voice. With the rise of influencers, it is getting popular all over the world. According to Omnicore, Instagram generated $20 billion in advertising revenue in 2019.
Many brands are throwing money to Instagram influencers to build their presence worldwide. To make money on Instagram, you have to become famous, and that’s what I’m going to teach you.
How to become famous on Instagram
Everyone starts from scratch, but not everyone succeeds. To become famous on Instagram is not so difficult if you understand the science behind it.
Why do people follow someone on social sites like Instagram? Because in one way or another, they are adding value to their audience. If your content can add value to your audience, there is no way that you are not getting thousands of followers on Instagram.
How to get followers on Instagram
Can you get famous on Instagram without any followers? You know the answer. Then let me tell you how you can get thousands of followers on Instagram in no time.
Find your niche
What do you love to do? What interests you the most? Finding your tribe to thrive is essential to build a big audience. If you are not passionate about what you are doing, then you might not get success on a platform like Instagram.
If you are a nature lover and travel writer, then writing about healthy foods will not take you anywhere. It is essential to find your niche and stick to it.
Develop a content strategy
In the beginning, try different things to find the content style and color scheme you need to pick. Once you start getting followers, stick to it because your audience has started loving your content.
Make an appealing Instagram profile
An appealing profile is a door to enter for your audience. Here are some tips to make a profile that will help you become famous on Instagram.
Choose a memorable nickname for your profile
Use your image instead of a logo or upload a bright, recognizable image related to the theme of your profile.
Write an eye-catching bio for your profile. Write about your specialization if you are an expert in any industry. Tell your audience how you will be useful for them.
Create your hashtag as most brands, and big accounts have created it. It will help your audience to get to you quickly.
Add an email into your bio for collaboration.
Increase engagement with your audience
To become popular on Instagram, provide value to your audience. Only post your best photos, put yourself in your audience’s shoes, and ask yourself if you are interested in seeing it. If the answer is yes, you are good to go.
Respond to all the comments on your photos. When communicating with an audience, be yourself, even if you are trying to sell something to people. Let your followers know what kind of person you are.
Add a call to action at the end of your posts to get more engagement. Like “Do you think the same? or “Have you ever tried it?” Use these kinds of questions to increase your audience activity on your posts.
Instagram is a wonderful place to become famous, but do not forget that the internet is full of negative people too. If you see any negative feedback, don’t take it personally.
Hashtags are powerful tools to get your targeted audience in no time. Use proper hashtags to get noticed by influencers in your niche.
Many people ask me how many hashtags should I use to get more followers? According to research using more than eleven hashtags gets more engagement. But using more than fifteen seems spammy. So avoid using too many and irrelevant hashtags in your posts.
PRO TIP: Don’t use popular hashtags like #love #health # beauty in your posts. Millions of people use these hashtags. Use less popular hashtags based on the interests of your target audience. In this way, your post will have a better chance of being read. In addition to hashtags, you can also use Geotags if they do not concern your privacy.
Success comes from what you do consistently, and if you want to become famous on Instagram, train yourself to show up. Post quality content regularly but avoid posting the same thing multiple times in a row. Many influencers on Instagram recommend publishing 2-3 posts a day with proper hashtags.
Do not be afraid to experiment
When doing something new, pay attention to how this has affected your account.
What is the best time for you to post?
Which are your top-performing posts?
Where the impressions are coming from?
Why are you getting more comments on a particular post?
What is the nature of your audience?
Analyze these things and post more of those things, which are getting more likes and comments. And do not let your followers get bored.
Convert a personal page to a business profile
If you have a good following, then, to get rich on Instagram, you need a business account. With more information upfront, a business account looks more professional than a personal profile. It gives you the ability to access your account performance and audience insights.
And you can also take advantage of Instagram advertising
The bottom line: With more than 1 billion monthly active users, you have a handsome audience to become another Instagram success story in 2020. Follow these tips (mentioned above) to become famous on Instagram. Do not hesitate to experiment with different filters and dimensions.
Focus on your audience, remain flexible and be genuine and consistent with your content. We believe this guideline will help you get more followers on Instagram for free.
As we know, SEO is short for search engine optimization.
This is the very complex yet very visible way of accessing automotive web sites within the organic or non-paid realm of Google search results.
Simply put in its literal sense, is that the more visits or “hits” the more visible the dealer site would be when a search is applied.
Here we are going to review some ideas to help your dealership with traffic to your site.
Create a Facebook Page
Studies have shown that people are spending more time on Facebook than any other website on the internet. By being in front of such potential customers, you have the best chance of being seen. Create a Dealership Facebook Page for your website and install a “Like Box” into your website so that your visitors will know you are on Facebook and join as a follower on your Facebook Page.
Write a Roundup Post
A roundup post is an entry that speaks about a group of people in your dealership niche. This strategy is used to build relationships with influencers. Let them know that you are reaching out to them and promoting their content. More often than not, this leads to them returning you the favor by blogging or tweeting about you. If they are indeed influential in your niche, their return of favor will be sending massive traffic your way.
Produce Videos on YouTube
One of the largest search engines other than Google is none other than YouTube. Therefore, it is crucial to include YouTube in your arsenal of dealership traffic strategies. Create your own YouTube channel. Produce and upload automotive original videos with interesting content for your YouTube channel.
Using the “annotation” feature while editing YouTube videos, you can add a call to action for viewers to go to your dealership website URL.
Another strategy is to interlink your videos with annotations so as to pick up more views and more traffic. Optimize your YouTube channel by including a link back to your dealer website in the profile information on the left panel.
Write Guest Posts
Many bloggers or webmasters have audiences to their websites amounting more than just your own. Approach these people and ask them if they would like for you to write a post for their blog. This could focus on a particular model, vehicle, service or something related to the dealership.
Not only will you possibly get traffic flocking to your site, but it will also get you quality backlinks that will boost the ranking of your site on Google in the long run. In addition, you would have made a friend or friends and build relationships in the process.
Build an Email List
Building an email list enables you to drive traffic at the click of a button to a specific list. With a substantial number of automotive subscribers in your email list, you can also build a community around your site or even your vehicle niche and eventually will make sales after you have established a relationship with the individuals on your list.
However, it takes time, effort and the right strategies to attract people to subscribe to your list. Also, it is essential to use an email marketing service to build your email list.
Create Epic Content
This may seem somewhat obvious, but people love to read content that delivers immense value to them. Therefore, to attract the bulk of traffic to your website, your content must be well thought out and researched, outdoing dealership competitors’ efforts in a particular area.
Give Away Free Stuff
One very effective way of making your dealer content viral is to give away free stuff. You are able to drive massive amounts of traffic to your website, generate leads for your business, and even make sales later by giving away high-quality free stuff on the front end of your sales process. People love contests to win free water bottles, key chains, manufacturer focus trinkets, and maintenance services at the dealership.
Use Keywords in your Title Tags
If you want to get more traffic to your dealer website, it is crucial to know where all that traffic is coming from. The majority of online traffic finds content on search engines using keywords hence the first step to getting found on search engines is to include keywords into your website.
We call this process On-Page Search Engine Optimization. One element to include keywords in is in your title tag, the title of your website. There are many other elements to search engine optimization.
If your dealership is active on Twitter, you might have seen some of the marketing tactics in Twitter campaigns. One idea is that you could hold a contest to make the entry based on tweeting a certain link. Using backlink tweets, you can track those who have tweeted your link.
Setup Events On Facebook
Facebook events is an awesome application on Facebook that helps you to organize dealership events.
It is a great way to get more traffic because by leaving all the default settings the way they are – that is, allow guests to invite others, upload photos, write on the wall, etc., every one of these activities creates news items that go out into the feeds of those individuals and their friends. This means that your content or event will go viral very quickly on Facebook.
Add Your Site to Directories
Most online directories offer the free option to add your dealership URL to their listings. You will be able to pick up some high-quality backlinks by adding your site to directories. This is to get your site ranking well on Google.
Conduct Proper Keyword Research
Keyword research helps you to find relevant keywords that are high in demand but low in level competition.
Use the Google Keyword tool to gather this information and then use it for search engine optimization or cost per click campaigns to get your dealer website ranked to be found by prospective automotive customers.
Pay Per Click advertising is also very effective in getting more traffic to your site. It is highly recommended if you have a sales funnel that more than pays for the cost of the traffic. Avoid PPC advertising if you do not have a product that you are already making sales with.
Facebook ads allow you to target your specific market according to their demographics, geographical residence, and the users’ preferences. As a result of Facebook’s large user base, you have a large group to market to even if you narrow it down to your own dealership.
Set your Dealership with Google My Business
97% of consumers search for local businesses online. Therefore, your website will get
more traffic if you were to list it with Google My Business.
Give Out Swag with Your URL
If you are looking for an offline method to promote your dealership, consider giving out swag. Everyone loves swag. Make the swag you dish out as cool as possible so that people actually wear it.
Post Content on a Regular Basis
To generate a regular readership on your website, produce content regularly. Try to get your next few posts on standby so that you can always get your automotive content out on the same day even if your week gets crazy and you don’t have a chance to create new content.
Link to your site in your Email Signature
You can get traffic to your site with every email your dealership sends. Therefore, set up a custom signature with a link to your website for everybody in the dealership. In addition, have it as an anchor text with the title of your site, because in that way, there is a good chance that it will get clicked.
Customize your 404 error page
Suggest other content on your site to visitors with a custom designed 404 page. This is
so that even if they accidentally land on that page, they don’t bounce from your site. In most cases sending them to the homepage works best for dealer web sites.
Interlink your Pages
Create links that link internally within your dealership site because the more links you have within your content to other content on your dealer site the better your site will rank in Google. This will also mean more traffic for you. Hence, interlink the pages on your site as often as is relevant – meaning vehicles, models, services, and more!
Create a post “100 _____“ on anything
We all love lists. Examples of lists include 100 ways to improve fuel milage or ranking lists like the top most popular songs etc. Create lists on anything or to make it more effective, create lists of a topic that is currently trending and obviously fun.
Speed up your Website
When we talk about the internet, we are always talking about speed. When a dealership website takes more than a few seconds to load some potential customers will leave simply because they are impatient. Therefore speed up your website – it is key.
Optimize your images
Optimize your images by compressing their size, label their alt tags and title so that they
can be found by image search engines, such as Google Images, quickly and easily.
Link building is one of the surest ways to get your site ranked on Google so that you can direct massive amounts of traffic to your dealership site. However, when building backlinks, always keep in mind that it is the quality of links over the number of links.
One link from an authority site can do more for your site than 1,000 low-quality links.
Title Tag Optimization
Ensure that your title tags include keywords you are trying to rank on the Google search engine. By doing that, you increase the chances of ranking in Google and getting more traffic from searches containing those keywords.
Choose a Smart Domain
A domain name that contains the automotive keywords you are optimizing for actually gives you an advantage over everyone else trying to rank for those words.
Submit your Site to Search Engines
Again, may seem obvious but manually submit your new site to Google, Yahoo, and Bing to inform that to crawl it on a regular basis. For a WordPress blog, install and set up the Google XML Sitemaps plugin to enable crawling spiders to check out your site regularly.
Review Google Analytics and Optimize Your Site
Review Google Analytics to track variables that will give you insight into how to optimize your site. For WordPress bloggers, use the plugin Google Analyticator to easily install the Google Analytics tracking code.
One tip is that by looking at the exit paths of visitors, you can see which dealership pages should be tweaked to prevent people from bouncing from your site.
Often visitors end up on the site and look at particular vehicles – keep them engaged with other content to build a brand for the dealership. Next time they are think about what dealer to find their next vehicle, be top of mind!
Spy on Your Competitors
Find your biggest competitors by searching for your keywords in Google. Take the top results from there and spy on their backlinks. Copy your competitor’s URL and paste it in the yahoo search bar in this manner: link: pageurl -site:domain.com
This will show you the links that are pointing to this page so that you can attempt to improve upon them.
Put Your Website Everywhere
Get your dealership website URL known by doing a little “Guerilla Marketing”.
Some ideas: Give out business cards with an incentive for people to visit your dealer site on them and leave them everywhere. You can also get a decal of your URL for your dealership cars. Do whatever it takes to get people to your site!
Ask Your Customers for Feedback
Don’t be afraid to ask for opinions from people about what they think of your dealership site. Because the better you can create your site to be, the more visits you will get over time from repeat visitors. These visitors turn into sales and long term service customers!
Over 1.8 billion people use Facebook on a regular basis. Allow that to sink in for a few seconds.
For retail automotive dealerships, more users mean more page likes and potential / current customers eyeballs. But with more users comes more competition at the same time. Now because of regular Facebook algorithm updates, dealership marketers need to be savvier than ever to compete with others.
Automotive dealers need to pull out all the stops to make sure their Facebook business page is very helpful, easy to find on the site, provides good value, and represents their dealership in the best way possible on the platform. In the market where everything is done online, anything less is lost revenue and customer acquisition opportunities.
Based on my experience with automotive dealers, I have come up with a comprehensive checklist the best Facebook Dealership Page tips, tricks, and optimization ideas. I suggest going through each one and checking each off the list. At the end of it all you will have a page worthy of your next Facebook page super fan.
Let’s get into it now with some thought-starters!
Claim your Facebook URL
This may seem like a basic point to cover, but once your dealership page has just 25 Likes, you can claim your vanity URL. Meaning you can direct fans to a URL like “facebook.com/YourDealershipName”.
This helps visitors to find your page on Facebook easier and makes it easier for you to promote your page on other marketing materials outside the dealership. It also ensures that users can easily search for you when on the site or mobile application.
Double Down on Past Posting Successes
Doubling down, recycling, or reposting past successful related content is a strategy often underutilized by most dealerships.
Everyday thoughts might lead you to create original content each and every time but that doesn’t always have to be the case for sharing content. To save you needed time and energy, try reposting or recycling content that has performed well in the past as well. For example if you did a retro vehicle post a year ago and it got some engagement – no harm in sharing it again with your followers.
Update Facebook Cover Photo
Your Facebook cover photo is an often overlooked area for most dealership promotions. If you’re holding a dealership contest or giveaway, your Facebook cover photo can act like a promotional billboard. Show off the monthly incentives, one of a kind vehicles or something that highlights the customer experience.
Pin a post
Don’t miss out on the opportunity to pin a post to the top of your Facebook page feed. After publishing a new blog post, launching a new giveaway, or announcing a new vehicle, pin it to the top of your feed so that it’s the first post your visitors see when they visit the dealership page.
Complete Your About Us Page
You’d be surprised at how many dealerships about sections are left barren. Completing the about page of your business page is crucial. Your Facebook dealer business page can often be the first place your visitors head to after a Google search. Make sure all of your information is in order including your dealer website, social links, hours and contact information.
Include Like buttons on your Website and Blog
Having Facebook Like buttons on your own website and dealership blog can direct traffic from these channels to your Facebook Page, turning blog readers, and even customers into social media fans.
Entice them into liking your Page with a Call to Action – for example, “Like our page to stay up to date with the latest vehicles and dealership promotions!”
Question and Answers
Facebook media comes in all shapes and formats making it a perfect way to hold a Q&A session with your dealership followers. Post a start date and time for questions about vehicles or services offered. Some dealers are doing a lot more live videos now due to the Coronavirus on a regular basis to highlight the dealership, vehicles, and service.
Then post an update to request questions from your followers. Answer those questions live, pre-record a video, or just simply write in some replies. The choice is up to you on how to provide the content.
Promote your Dealership in your Email Signature
Putting a small button or link to your Facebook Dealership Page in your email signature can direct some traffic from the people you communicate with to your Facebook Page, which has the potential to help you gather a few Likes, while also showing your dealer to these people.
Promote your Page to your Email List
Give your dealership email subscribers a good reason to become your Facebook fans as well. Exclusive deals, content, or promotions will get your email subscribers to follow the content you post on Facebook dealership page.
Social media channels offer a great opportunity for businesses to connect further with the folks who love their brand. By increasing the level of transparency of your posts your building and strengthening the relationship you’re developing. People want to get to know you, your story, and why you’re in business. Give them an inside look and you’ll be rewarded with long term business.
Promote your Dealership with Facebook Ads
Facebook’s advertising tools have come a long way. For only a few dollars, you can get your Facebook page in front of potential customers who would be most interested in what you have to offer. Promote your page with Facebook ads and reach the people you’re trying to reach — only much quicker.
Run a Facebook Contest
Quite often a Facebook contest is the perfect opportunity to engage with and have fun with your customers and followers. A fantastic prize and fun entry rules will ensure that your content is shared amongst your fans and their friends as well.
Some dealers like to do a “share and like” contest to give away gift cards, to gain engagement with followers and those outside of the page to grow exposure.
Use Custom Facebook Tabs
Did you know that you could create custom landing pages right on your Facebook page? A custom Facebook tab allows anyone to create a custom landing page for almost any purpose. Get more email list subscribers, run a Facebook photo contest or direct people to a set up a test drive on the page. A custom Facebook tab has endless opportunities for a dealership.
Video is set to become a majority of the content on Facebook in the near future. With video production tools and cameras inside every cell phone, just about anyone can easily produce video. Video performs especially well with Facebook because it’s quick, entertaining, and easily sharable. Experiment with video for your audience, it could be the boost your content has been looking for. Start off with a video of used vehicles, as that can tell a story about a particular one on the lot. Then do videos on staff profiles, the service department and ultimately video on new models to share with the world.
Broadcasting to the world is no longer a function capable of only large media companies. Anyone can now jump onto Facebook and with a click of a button, broadcast to their automotive fans live. There are many creative ways to use live video. Use it for events, inside looks, Q&As, etc.
Experiment with Facebook Live and start interacting with your audience in real-time.
Post When your Fans are Online
Pay special attention to your Facebook insights to see when the majority of your fans are browsing through Facebook. It is easy to check your tracking to see what day and time your followers are most likely on Facebook. Obviously it can fluctuate based on a number of factors but gives a guideline to work with on a weekly basis for planning posts.
Post and adjust to those times to hit them at just the right moment.
Create Eye-Catching Images to Go with Your Posts
Strong visuals are a powerful tool in the dealership social media marketer’s toolbox. Visuals have the ability to communicate emotion and meaning in just seconds. Including visuals, each post has been proven time and time again to outperform content without visuals. There are times that a question posed to the community can gain great engagement with just text, but images get more on a consistent basis.
Test out Various Media Types
If your content has hit a roadblock and can’t seem to garner much engagement, maybe it’s not the content, maybe it’s the format. One of the things that makes Facebook such a dynamic platform is the media formats it supports.
Video, audio, written, and soon enough, Virtual Reality. There are many formats to experiment with. If you’re finding your content ignored, it may be time to try out video.
A 3,000-word post on a particular model can be a little dry for most marketers out there. But turn that post into a video with a walk-around and that’s a whole different ball game for the content creator and the viewer of the video.
Include a Call to Action
Many social media marketers will post to Facebook expecting a reaction and scratch their heads when it doesn’t happen from the followers. Maybe it’s just because you didn’t simply ask. Don’t expect your fans to know what you want to accomplish.
State explicitly what you’d like them to do by including a call-to-action. “Like this post, if you agree!”, “Share this if you know someone like this” or “Comment with your thoughts” are all examples of Calls to Action that push your fans to engage with the dealership.
Experiment with Emoticons
Emoticons can be included in the visuals bucket as well. They’re great at getting a mood, feeling, or emotion across quickly. Especially for younger or millennial audiences, emoticons add much more emotion and affect to Facebook updates. This can be fun and add great engagement.
If you’re having trouble finding a balance of content to post to your Facebook page, follow the 60-20-20 rule. Post original valuable and engaging content 60 percent of the time. 20 percent of the timeshare content that your fans would be interested in. Then feel free to be sales focused 20 percent of the time.
Let’s all agree that data or original research can sometimes be a snooze fest. Put a fun spin on the data you’ve collected by turning it into an infographic. For example if you want to highlight features of a vehicle – set up an image and show the information graphically on the layout.
This way it will have a higher chance of being engaged with and shared with users.
Share User-Generated Content (UGC)
Let your fans in on the fun. Loyal followers or die-hard fans are always creating content that incorporates the brands they love. Make them feel included by sharing the content they’ve painstakingly created for you. Not only will it make your fans feel important, but it’ll also lighten your workload in the process.
Partner with Influencers and Companies
It never hurts to ask for a little help for the dealership. Partnering with a popular influencer or companies in your market is a tactic that will really get your brand front and center. Depending on the popularity of the influencer or company you might have to pay or offer free products. Calculate if it’s worth the exposure or the number of leads it is expected to generate.
A great example of this could be a local sports team that you can cross-promote each other. Have them wear your logo or web site, and then have an autograph session at the dealership to bring people in and promote the team and dealership at the same time!
There’s no denying that everyone loves a funny reaction GIF. Like emoticons, GIFs are great at communicating a certain emotion or reaction that millennials really identify with. Experiment with GIFs when you post something fun to see if your content receives more engagement at the same time.
Don’t forget the weekends
Just because we have the weekends off doesn’t mean our fans aren’t on Facebook. Using Facebook’s handy scheduling feature you can post a bit of content on the weekends. It’s all about maintaining consistency.
Experiment with some Humor
Humour can be a powerful tool if used in the right way. Humour creates engagement because it’s so universal. A funny GIF, meme, or update creates an emotional connection between the dealership and the reader. Experiment by adding a bit of humor to your updates and see if it resonates with your dealership followers.
Tag Other Accounts
When it comes to partnerships or simple admiration remember to tag the accounts you’re referring to.
It creates a symbiotic relationship. It sends traffic to the other account and develops your relationship. If you’re trying to build a partnership or get someone to notice your dealership, tag them so that they get a heads up.
For example if you are part of a dealer group and like to cross-promote each other – tag the group page, sister dealerships, and other services offered.
Include your dealership in the popular conversation of the day by joining in on the hashtags. Hashtags include and categorize your updates in the larger global conversation. Remember to keep your hashtags specific to your industry or else your updates will get lost in the fold.
Some dealers make up a hashtag that is specific to their location and use that on other social media platforms.
Test content with ads
A dealership that has yet to get a foothold on it’s a most popular type of content can test things out with advertisements. With a few dollars, run a few blog posts ranging in subjects with Facebook ads. See which performs/converts best and continue on in that direction with your ads. Because Facebook targets based on interests, you’ll be able to see what content does best with your target audience.
Poll with Facebook reactions
The new Facebook reactions are a fun way to poll your audience regarding a certain subject. Figure out what the popular opinion is by creating a Facebook reaction poll. Your fans can vote according to the reactions you’ve assigned to each answer.
Respond to comments ASAP
For quite some time now Facebook has been a go-to place for customer feedback and support. Respond as quickly as you can to comments and reviews on your Facebook page.
By doing so your page will get marked with a “replies quickly” marker so that visitors know that you are active. Thus will be more likely to engage with you.
An amazing way to communicate with customers and leads is through Facebook Messenger. People can easily send a message to your dealer by clicking on “Send Message” – including from ads that are running as well.
Also, Messenger can easily be added to your web site – allowing people to interact using chat right on the site – communicating through Facebook. The best part of that is that it is free and easy to set up.
However, a very important part of Messenger is to make sure that you have a process in place for the dealership to communicate with the customers. This may mean having salespeople connected to the account. But I would suggest that there should be managers involved to oversee and monitor the conversations taking place, jumping in when appropriate on behalf of the dealership.
You can set up automatic replies – more on that coming soon!
Share From Instagram
Have a stellar Instagram account for your dealership? Connect it with your Facebook account and share photos from Instagram to your Facebook feed. This way your Facebook fans can follow you on Instagram and vice versa.
Test optimal post length
You’ll see varying opinions on Facebook post length so it’s always best to test what works best for you. Generally, a short Facebook post performs better because people don’t have the attention spans to read a long post BUT there are exceptions. Test, test, test.
Use the Correct Image Dimensions
A blurry, out of focus image is an unforgivable sin these days. Post your visuals to Facebook in the best resolution possible for your fans. A quick Google search will pull up the most recent optimal image resolutions.
Use a social media management tool
If you’re looking to take your social media efforts to the next level, you should consider using a social media management tool. A social media management tool saves you time and headache by organizing everything into one platform for you to diagnose problems, schedule updates, and listen to what your fans are saying.
As part of your self-promotion strategy show off your past client successes. A captivating story of their rise to success can lead to more clients and more interest in what you have to offer.
Offer Facebook exclusive promotions
Make your Facebook fans feel special. Give your audience a reason to follow you on Facebook by offering Facebook exclusive deals and promotions. “Offer only valid for Facebook followers.”
Go behind the scenes
Much of marketing is building a relationship between the brand and the consumer. Social media offers the perfect opportunity to give your fans an inside look at the inner workings of your dealership. Show them what they’re buying into and what your dealership is all about. Behind the scenes, access makes fans feel special and is a powerful tool for strengthening relationships.
Just like any other review platform, encourage your fans to leave honest reviews about their experience. Positive or negative, it provides feedback for you for improvement. Plus, positive reviews are social proof for those on the fence about giving your dealership a try.
Automotive Salespeople using social media to provide value to potential customers by answering questions, responding to comments, and sharing content throughout the buying process – from awareness to consideration until a customer is ready to buy a new or used vehicle.
Social Media Statistics
Just look at the sobering statistics related to social media usage.
Everyone likely has a Facebook friend in the car business. When those in the market see salespeople in their Facebook news feeds, they become more familiar with them.
When they see a car salesperson repeatedly and they’re being genuine, they begin to see them as a friend and begin to really trust that salesperson. Eventually – and perhaps without ever actually meeting them – they see them as their friend in the car business; the one person they’re going to call the next time they need a new vehicle.
Today’s customer wants to find information fast, and they don’t want to come to the dealership to get it. That is where digital marketing and specifically social media come into play.
Dealers need to provide a wealth of data and engaging information to compete for their business.
If you don’t give them the information they are looking for, they will visit another dealership.
While there was once a time that you didn’t need a Facebook page and other social media accounts to compete, that time has long passed as we enter an ever more digital world.
Not only must you have active accounts, but you have to have engaging and valuable content.
Social Selling Defines Brand
With social selling, you get to decide exactly what your brand is and what it is not. Additionally, the more you repeat this brand message, the more it becomes a reality in the minds of prospects.
Strong automotive dealers have defined its brand as a group of honest, hardworking, yet fun salespeople looking to sell a few cars.
They’re community-minded and good people to know if you’re ever looking for a new vehicle. At least that’s what their social posts are saying about them. The dealership brand is exactly what you decide it is when you leverage real social selling.
Social Selling Produces Differentiation
Let’s say you’re a Volkswagen dealer in a highly competitive market. If all you want to do is get down in the mud on price while you spend thousands on Google every month to buy clicks to your website, then social selling is not for you. You believe that a Jetta is a Jetta is a Jetta.
With social selling, you can create differentiation between your brand of Volkswagen Jetta and your competitors’ brands. The trust and familiarity you build separate you from the other dealers in the same market. You still need to be priced competitively, but you no longer have to offer the lowest price every time to win the deal.
Social Selling Drives Buyers
Just as running a great “loss leader” in the Saturday print newspaper once drove ready potential customers to your dealership, so does great social selling today.
Whether you’re an individual salesperson creating your own brand on Social Media or the dealership’s social media manager. The key is building authentic content, stong familiarity, trust, and differentiation you’re creating puts you on the top of some car shoppers’ lists.
This means they’ll visit you first when they’re in the market for a vehicle. Giving you the first (and best) chance to sell them a vehicle.
Social Selling Helps Authenticity
With social selling, you create authenticity in advance of the dealership visit. This means – pay attention – that when someone in your network decides they want a new vehicle, they often come to you first before they spend hours shopping online. Before they find value and relevancy based on the interaction with social media.
They come to that dealership first because they trust. Being authentic. They want that dealership to help them find the right vehicle (relevancy) at a good price (value). In essence, this turns the transaction upside down and allows the dealership to make better grosses because the dealership defined what’s a good value.
Social Selling Next Steps
If you’re a sales manager or dealer principal and you’re spending any time at all trying to decide if social selling makes sense for your dealership or especially for your individual salespeople, the time has come to stop talking about it and start doing it.
If you have the experience and the resources, you are equally capable of creating a social media strategy for your dealership.
But, often working with a professional certainly can help to ensure that you will generate the best results. Meaning, less time spent on testing out different tactics hoping to uncover the one that moves the needle for your dealership.
How do I become a car salesperson with no experience?
As we know the automotive industry is a great way to grow an amazing career. No matter where you are in life, one can jump into the industry and fall in love with everything involved while making some money.
Every day new people join the industry and have been long called “green peas” to highlight their rookie status. While there is often an interview process to become a salesperson in the dealership, people from all walks of life can be successful (or not) selling cars.
Speaking from personal experience when selling cars, it is amazing seeing who can make it and who doesn’t work out in a particular dealership. I have seen people with comedy backgrounds who thought would rock it – become shy and have a tough time with people. Some people with technical knowledge find common ground with folks and do amazing. Of course, there have been people that were musicians and waiters that totally rock the sales process.
When it comes to sales in the automotive industry – one thing that I was told always stuck with me. A veteran that had become a finance manager said: “always be the new guy, being naive can get you far”. It seemed to work that way too – when new always asking questions, talking to sales manager, and being “new” helped with the sales process.
There is almost always training available from dealers when it comes to sales techniques. This could be put on by the dealership, manufacturer or online courses.
When choosing a dealership that you want to apply, look for strong management. They will make all the difference in the process. Leadership will ensure that they work with you to become a great salesperson and have a chance to become successful at selling cars.
While I had been around the industry for a while – when selling cars, literally jumped in after a couple of days learning about the dealership. After about a week hit my stride and started selling a few cars – focusing on floor traffic, phone calls before joining the internet team.
That is where real great opportunities being to roll in. Remember to be yourself during the sales process. People buy cars from other people, so do a great job on email, phone calls and text messages. Most people have done research about vehicles online and the purchase decision is based on real-world relationships.
Today we’re talking all about the app TikTok, which launched in 2016, and in 2018 the application gained popularity and became the most downloaded app in the USA.
TikTok is one of the most popular social media apps on the planet allowing users to upload 15-second videos that they can share with the world.
Trends include lip-syncing to an archive of popular songs dancing and collaborations allowing the user to do it with someone by replying to their video.
So look how does it work? Well it’s really simple you just download the app like what you
would any other platform and then create an account you’ll have to come up with some kind of user name. Really no different to Facebook, Instagram, or anything like that.
Watching TikTok Videos
Now once you’re logged in you can instantly start watching everybody’s videos and there are so so many videos on TikTok. This is one of the most random apps you’ll ever see. You open up the app on your phone and then it will take you to a 15-second video and that 15-second video will just loop.
If you swipe up it will take you to the next one, so on and so on and so on. There’s a bit of a lot o when it comes to what you’ll land on when you swipe up because it really could be anything.
What you see on TikTok
Now the more time you spend on the app the more you will tap into the algorithm so
we’ll start to show you videos that are related to stuff that you’ve liked and engaged with.
From an automotive perspective, there is a lot of content added on the platform – will highlight some of the well-done ones on here as well!
But apart from that it really is just a smorgasbord of weird creative amazing bizarre videos I’ve ever come across ok then let’s talk trends so look there are definitely trends on tick-tock and just to name a few there is the Adele trend.
There’s another one when you use a finger gun no lip-syncing is a huge part of tick-tock okay it’s what a lot of people use it for lip-syncing to a song or lip-syncing to a quote from a film.
There are also some really creative people on there are artists, there are people that dance. It’s just a really random app full of really random things so as a consumer there’s plenty of
content for you to sit there and watch.
But as a creator what can we do what kind of videos can we upload to TikTok now they make it incredibly easy to shoot edit and upload a video all within a few minutes.
There’s a huge archive of music to choose from and there are different video effects you can add to your footage but what’s it like to use this app as a Video Creator.
Well, I thought I’d find out now once, so opened an account I thought I’d upload my first video now I put no thought into this just to be really clear I literally uploaded the first video that I found on my phone and within a week of that video had over 50,000 of views.
Which was just insane to me but just as an example let’s compare tick-tock to YouTube okay I upload a 15-second video on my phone and it gets 50,000 views to look at the views on this video as an experiment okay but it’s nowhere near 50,000 views right getting that amount of views is actually really difficult.
I upload a video 15 seconds long which is just hanging around on my phone and I get
50,000 views so with the first video getting so many views are put on experiment and upload some more so in the last week I’ve uploaded six videos and as you can see they’ve had varying degrees of success.
TikTok – Facebook Videos
So my first video as I mentioned did pretty well it got fifty-nine thousand views I then uploaded two more videos that you would have seen on this channel before I used these as Facebook profile videos they didn’t do very well one only got 567 views the other one got
I then uploaded another video that also did terribly 158 views and then uploaded another one that did pretty well that got over 7,000 views but then I created a video specifically for tick-tock the rest of these videos were just videos that I had sat on my and that video I used one of the trending hashtags it was the finger gun and that got over 23,000 views by being
on tick-tock, for just one week I managed to get there than 93,000 two views which
I’ve got to say I’m really impressed with tick-tock I guess to sum up you could say minimal effort maximum results if you’re looking to get eyes on your content and to grow a following quickly then honestly TikTok could be one of the easiest and quickest ways to do that.
The Coronavirus is hitting automotive everywhere hard. I don’t need to explain that in any more detail. Multiple countries, businesses, sports, and industries are coming to a screeching halt. Again, obviously this hurts the automotive industry.
While spring is in the air, no question. At the same time, there are concerns about the economic impact, the slowing of materials from around the world and more. It will make people apprehensive around purchasing a new or used vehicle in the short term.
In just one week, life changed dramatically. Travel is now restricted. Schools, gyms, daycares, and major tourist destinations closed. People canceled vacations and were bombarded with messages about social distancing. The stock market crashed and the price of oil dropped to historic lows. We’ve also been told that it will get worse before it gets better. It’s enough to put a scare into most Automotive Dealerships who are wondering how the Coronavirus will affect their sales and the positivity of most buyers about spending money.
This will most likely hit the industry hard for the next few months. There is a chance that it could turn around quickly but as seen now, it could take a while for everything to get back to “normal”. Watch for a slow down in all contact for a while – including phone and internet communication. People are going to focus on staying healthy for the near term.
What Can Automotive Dealers Focus On?
To state the obvious, all of this leads to slow walk-in traffic at the dealership. Many people are becoming hesitant to leave their house, let alone enter a dealership and it affects automotive, due to the coronavirus. For those that do in fact enter the dealership – for sales or service – be sure to provide hand sanitizer, freshwater and make them comfortable. At a time like this, it’s the little things that count.
People are beginning to avoid large groups of people, public places and more. But they are monitoring their social media on a regular basis. Most of what they are seeing is based on recent news, rumors and how family, friends are doing overall.
Since there is going to be a downturn in the automotive walk-in traffic to the dealerships, dealers need to focus on what they can control. However, since people will be potentially “working” from home a lot more – eyes will be on the internet. That means dealers need to focus on their sites, social media, email marketing and more.
Continue to Prospect – Most Salespeople will Stop.
They will. They’ll say that this is the worst time to make new contacts because automotive buyers are going to pull their reins in and freeze spending. Some might do that, yet others won’t and may see a great purchasing opportunity. What right do you have to make that decision for them? Make the calls, send emails and videos. Get new relationships established now when budgets are tight to be able to drive sales when the timing is right to make a purchase decision in the near future.
Stay Positive and be Careful of Watching Media
The media and public health officials will play it safe on the side of being overly cautious and proactive with the Coronavirus. That’s a good thing. You are an automotive professionally paid optimist, even if you may not be feeling that way right now. Remember the saying “Fake it until you make it”? Keep the dealership a positive spot, make sure everybody is in the right frame of mind and really limit the media coverage – easier said than done but might be best for a lot of folks.
Go to the Customer
One client that I am working with – Steele Volkswagen – is promoting they will go to the customer. To help with coronavirus concerns and visiting an automotive dealership, promote the fact that you can visit the leads at their home, office or public location. Now one thing that came up was the fact that a lot leads come in on “as is” pieces, so ensure some guidelines are in place to focus on new and select used pieces in inventory. Put a simple form on the web site for them to fill out with name, email, phone, address and vehicle of interest. Promote it on social, email sends and more to gain some leads to visit the customers. This will leads to more opportunities with customers outside the dealership, build trust and help with maintaining a positive environment.
Web Site Search Engine Optimization
We all know that most people are home surfin’ the web. While the first week will be show for dealership traffic, people will start thinking about new vehicles. The season is changing and people start getting excited about their next vehicle purchase.
This is a time to ensure that searching is unique and relevant to the market. So, a good time to update content on the dealership web site. Dealers need to build content that will allow Google to index it and highlight the dealership. This entails using Search Engine Optimization for your web site.
Take the time to review your web site, develop content related to vehicles, the market, and the local region. Have content on your web site focused on these subjects and bring organic traffic to your site.
Automotive Social Media Marketing
One thing that lots of folks will be doing is scrolling through social media for the foreseeable future. They will be looking for an escape (from the news or even maybe he SUV), so keeping consistent content on there will be key. While there will need to be some postings about hours, policies and over dealership business, highlight positives as well. A new model in stock? Do a post about it with video, picture, and content – then mention that a visit to the customer can be arranged!
At the same time keep it fun sometimes – for example, Brown’s Volkswagen celebrated Pi Day on March 14th. In the middle of the news about Coronavirus, it was something to break up the day. It got great interaction, engagement, and few laughs in the comments as well!
So the idea is to have some fun, even when things seem a little slow, spice up social media and help people escape once in a while.
Remember, the Coronavirus Situation is Only Temporary
Remember what you felt like two weeks ago before things changed for the Coronavirus shut things down the Automotive Industry? Within time, things will return to normal and your buyers will be back on track just like they were before. Take advantage of this opportunity to adapt to a new environment and embrace it for what it is. Make a list of all the things you want to get done at work and take personal satisfaction as you cross each one off the list.
Automotive Instagram Stories is a great Automotive Marketing option that allows dealerships to capture and post images and videos in a slideshow format. The content is available for only twenty-four hours from the time of posting. Stories also allow for the addition of text, drawings, GIFs, time stamps, location stamps, and more fun features that automotive dealers can utilize!
According to TechCrunch, Instagram Stories usage has soared to more than 550 million daily active users. That’s impressive because it means one-third of Facebook’s 1.57 billion daily users are posting or watching Stories each day.
Here are some Instagram stats that show the power of Stories:
60% of millennials watch and post Instagram Stories on a daily basis
One-third of the most-viewed Instagram Stories are from business accounts
70% of Gen Z-ers watch and post Instagram Stories on a daily basis
Instagram Stories accounts for roughly 1/3 of Instagram’s sponsored content and growing
So potential customers are watching Automotive Instagram Stories, which is obviously good to know. But how can you, as a marketing manager for an automotive dealership, effectively incorporate Stories into your social media game? Glad you asked, here are some thought starters!
How to Post an Organic Story
To avoid redundancy, we will outline how to post an Automotive Instagram Stories on Instagram only placement, but know that you can easily post the same Story on Facebook by selecting a special sharing feature (more on that later).
First, let’s set up the scene. Maybe the newest truck just hit your lot, and you want people to know about it. This is a great opportunity to share an image or video (or both) of the new vehicle on your Story! Here’s what you need to do!
Open the Instagram Application
You can post a Story either from the Instagram news feed or from your profile by clicking on your profile picture with the + icon.
Take the Photo or Video (or select one from your photo library) to post on your Story.
From here, you can add text, emojis, or anything else you think would help give context to your Story. To post the image or video on your Instagram Story, just click your profile picture in the bottom-left corner of your screen.
Adding content to your Story means once you post, it will be available for your followers (and non-followers, if you have a public profile) to view immediately. There is an option to post this same Story to Facebook by selecting the Send To button in the bottom-right corner of your screen, then Sharing Options under your Story, it will then show on Facebook as well.
From here, you can decide if you want to either share this particular Story to Facebook once or set it up so that all of your Stories are automatically shared with the Facebook Story platform in the future.
When to Post Organic Stories
Organic Story posts are great opportunities to showcase your dealership’s culture with “behind the scenes” moments — promoting events, showcasing employees, and sharing anything else your followers would enjoy seeing!
Organic Stories are not the place for only posting photos of your inventory. Your followers know you sell vehicles, and while that’s important, they want to see the faces behind the vehicles.
Reach More Auto Leads Through Story Advertising
Posting organic content on Facebook and Instagram Stories is great for maintaining a good brand reputation among your current followers. But what about people who don’t follow you? How can you get potential leads to view your Story content?
If you already advertise on Facebook, the answer to getting more leads through Stories may be a lot simpler than you think.
Under the Stories section in the ad set level of your Ads Manager, select the Story placements you’d like to include in your ad targeting.
Based on your targeting (either through Custom Audiences, Special Ad Audiences, interest-based targeting, or a combination of all three), Facebook will show your Story ad to people who might be qualified to see it with the word Sponsored in the top-left corner of the ad.
Before you go wild adding the Facebook and Instagram Story placement to all of your car dealership Facebook ads, it’s important to be aware of some of the Story ad limitations.
The Story placement provides a different experience for a user than viewing an ad within the news feed placement, so we recommend editing your ads to accommodate the different placements. Story ads, in particular, remember:
Story ads disappear quickly (usually after 5-10 seconds)
Use minimal text — just enough that users know what your ad is about.
Story ads are not available when your campaign objective is set to “Catalog Sales.”
Unfortunately, this means that dynamic retargeting ads are not available on the Story placement (yet).
Image Ratios Matter for Stories Ads
The image you are using for your news feed ad may not be the right proportion for a Story ad. Preview how the ad looks in the Story placement; if necessary, crop the image, or select a new image to fit the aspect ratio requirements.
Measuring Automotive Instagram Stories
You posted the Story, but did it deliver the results you were hoping for? There are a few different ways to measure Story results.
The more detailed steps to accessing organic Story insights for both Facebook and Instagram are outlined here. Generally, within the analyzation tool, you’ll find metrics including:
Unique Story opens
Paid Stories Results
Similar to how you analyze Facebook ad metrics that matter for your dealership, you can analyze the same results for Facebook and Instagram Story ads.
To see Story stats in Ads Manager, select the Breakdown menu in the top right, and click Placement.
Here, you can see how your ad performed on the Facebook news feed, Instagram feed, Audience Network, Stories, and any other placements you’ve selected.
Pro Tip – Use Carousel Ads
Three-card carousels are a great way to highlight multiple products or collections. Each card can feature a specific product or group of products with call-to-action (CTA) buttons (like “Shop Now”) that linked through to the relevant product pages on your eCommerce website, where visitors can purchase the items.
Pro Tip – Use Collection Ads
This format makes it easy to showcase a range of products in a way that users can easily discover, browse and purchase them. Creatives start with an enticing image or engaging video on top, and feature several product images underneath. The format allows a full-screen Canvas experience with multiple tabs that showcase different groups of products. Tapping on individual products can take users that product’s detail page on your website.
Ways to Take People Behind the Scenes
Shine a spotlight on your people. Whether it’s the business owner, company employees, your customers or your brand advocates, leverage the power of the human element to wow your audience.
Show them what makes you tick. Do you have a special office environment, manufacturing process or support an important social cause? Use it to show and tell how you stand out from the competition.
Highlight your products or services. Use interesting storytelling and great visuals to showcase your offerings and generate interest with history, methods, events that show your uniqueness and authenticity.
Give them a sneak peek. Creating or building something new and different? Partnering with a special or well-known partner on a project? Tell your audience about it with compelling visual content.
In the end, a great Instagram Story ad compels the user to act quickly,
You can achieve this through clear text directions; delivering a slew of lovely products in rapid succession; creating a sense of intrigue and mystery to elevate your brand; using keen narrative techniques, or simply making everyday moments more exciting with Boomerang loops and other video editing tools.
When plotting your Instagram Stories strategy, it’s a good idea to take a look at some great examples of successful Instagram ads and to be aware of these common Instagram ad mistakes brands make (and learn how to stay clear of them).
You have a range of creative tricks at your fingertips to take advantage of this fast-evolving and increasingly popular ad format to distinguish yourself for better results.