You can reach more people if you learn how to effectively market on social media. When you are looking through strategies, no mater the years of experience of your business, you can consider this one! Read this article to gather information which will make creating a social media campaign simple and effective.
Create an open forum in which you allow customers to be part of your creative process. You will be surprised at how well your customer base can help you brainstorm an idea, create the “blueprint”, and lay out the best implementation of the idea. When you have this kind of input coming from your customers, it is safe to assume they will buy when launched.
Before developing a specific social media marketing strategy, figure out which social networking site you want to use. Each social networking site works differently, so it is important that your strategy will work with the site you pick. For instance, on Facebook you can create a poll, unlike most sites.
To make your social media marketing campaign successfully market your brand, sell yourself as an industry authority. Instead of plugging your products, produce engaging content that entertains, educates and even inspires people. If you happen to create something that goes just a little viral due to the share button, your company name is getting out there.
When working with social media marketing, you should always remember that you are speaking to individual people, and not the masses. The tone of your postings should be directed towards personal level for maximum success. It takes some practice to develop the right voice, but over time and with practice you will be able to communicate effectively.
Do not be afraid to ask for help with your social media marketing. This market is enormous; there are many designers and consultants that can prepare an entire strategy for you. Their services may set you back hundreds or even thousands of dollars, so choose wisely.
Try to test and experiment with new and different social media marketing techniques and opportunities. There are literally thousands of different ideas to increasing your social media presence and boosting your marketing online. If you get stuck in one simple strategy, you may be missing out on a new technique that could significantly help your business.
Whenever you post something on your blog or update your website, write a Facebook post right away. Perhaps you should plan ahead and write your post in advance so that you are not rushed to do it. Remember that people subscribed to your Facebook posts to be updated about what you are doing.
Use Facebook to run a special promotion or a competition. Everyone loves winning something, so your followers are sure to get involved. Whether you offer a free product, a special high-amount coupon or a big or small prize, it will get people more actively involved with your Facebook page. It also builds goodwill with your customer base.
Learn the posting patterns on social sites. The peak traffic times for many of these sites are at 7 A.M., 5 P.M. and 10 P.M. and those are the times that you should be sure to post something new. If you post more than those three times, be sure that you are posting something unique and interesting, but limit the total number of times you post each day.
If you own a company blog, you can update it with new content and publish it on your social media sites as well. This process alerts readers following your blog that there is news on your site that they may want to check out.
Always try to be patient when marketing and networking on any social media site. People need to have faith in you and what you are offering them. Take a deep breath and attempt to gain your followers trust one at a time. You are sure to have a large customer base with some effort on your part.
When your customers want to contact you on your social media, always respond in a timely manner. Do not let messages sit for days unread. Your customers and followers are taking the time to write, so from a customer service perspective. It is good customer service to respond to messages and comments at least on a daily basis
Have links on your main website to your main social media profiles. Your Twitter, Facebook, YouTube, and Google+ pages should all be linked from your main website. So, customers know that they are the official websites for your company, and they can trust the content that is published on those social media sites.
Use pictures to effectively market your brand on social media websites. Pictures can often speak louder than words. They can help consumers to visualize brands and become interested in purchasing yours. Include pictures of your products, pictures of events you have attended, and any other interesting pictures that are worth talking about.
You should update entries now and then on your web site so that you always have up new information. Make a schedule of when you’re going to post something new. This way people will know when they can expect information from you. and it makes it easier for them to check out what you have to offer. Have your computer pop up a reminder when it is time to make a new social media post.
Always include a Facebook “Like” button on your blog site. This will make it so that consumers can like you on Facebook without having to ever leave your website to do so. This is an easier way for them to do it, which makes it likely they will help you out. When you make things easier for your consumers, you increase your chances of getting those consumers to come back to your site, or visit your social media page, and read more.
You can certainly leave your footprint within social media marketing by utilizing this advice. By using these methods in a business strategy, you will definitely notice that there are more customers coming to that business. If you want to spend time on it, you will return benefits to your customers.
Is Facebook marketing a mystery to you? Instead of guessing at what you need to do, slow down and take the time to learn the basics. This article is a good starting point for learning how to create a successful marketing campaign on Facebook that will attract lots of customers.
Before you begin to use Facebook for marketing, consider if you really have the time to pull it off. You’ll need someone to post at least once per day, and then you’ll need to include other features such as a Promotions tab or polls. The only way to profit through a campaign such as this is with constantly updated content, but do you have the time?
Focus all of your Facebook posts on your business or industry. Make them relevant and inform your customers and fans about things they would be interested in. Don’t just make a post without having a purpose. Your customers already have enough information coming to them, so make your posts relevant so they stand out.
Be sure your Facebook page properly represents your business or company. Usually, fans of your page are there because they are interested in learning about what you offer. If you do not have any details about your products or services, they may be confused about what it is you are offering.
You must build a healthy Facebook fan base. Wait on marketing your products until you have a fan base. After that threshold has been reached, your conversion rate is going to start marching.
Try sending updates. Facebook Page Administrators can send messages to every person that “Likes” their page. When you have something valuable on your Facebook business page that your fans should know about, you can send them an update so that they’re aware of it. Be prudent with how often you do this by only sending updates to fans when it’s really important.
Create a special group that is only for your business. Facebook can serve multiple purposes for you. You can answer any questions your customers have and allow them to chat among themselves. You can let your group know about special discounts, as well as other information that is useful to them. You’ll build a personal relationship with your fans this way.
Try to create a dialogue with your customers. Ask them what kinds of products are their favorite or if there is anything they would like to see added to your business. Try to keep the topics for dialogue positive. Do not ask them what was the worst experience they had with you or one of your products
Facebook’s introduction of its Timeline format is altering strategies for many business marketers. Timeline allows for the posting of larger photos that are more likely to grab reader interest. Successful marketers are posting these larger pictures, coupled with a targeted call to action. This can run the gamut from downloading coupons to encouraging product users to upload their own pictures of your product in action.
Stay active on your Facebook page. Using Facebook to market your business is more than simply setting up a profile and hoping people find it randomly. You need to stay active on your page and post status updates, pictures, and respond to comments and questions on a regular basis.
Post status updates on a regular basis. In order for your page to be seen, you will need to post things, such as status updates. These status updates should be relevant to your company and not random things that your audience will not care about. Try to post something at least every day or two.
Ask questions on your Facebook page. In order to learn more about your audience and what they like and don’t like, ask questions to get them talking. Encourage them to answer, and you can even be part of the conversation, too. The more you can get your fans to talk, the better.
Make listening your main thing. This life lesson is really important on Facebook too. People don’t want to be talked at. They want to be talked to. That means hearing them and responding based off of the conversation. The better listener you are on Facebook, the more fans that you’ll make.
Create a posting system for your day. Consistent posting is probably the biggest thing that you can do for your Facebook marketing, but if you don’t have a plan, it’s easy to forget to do it! Add this posting to your daily to-do list, and never go a day without doing it.
Make your links more noticeable by adding an image. Facebook will display a preview of the link but sharing a picture related to the link you are sharing should make this update more visible. Choose your pictures carefully to make sure your audience will pay attention to the update you share.
Your website and the Facebook page should look similar. For example, if royal blue is the dominant color on your site, use that color on your Facebook page as well. This can help people connect your page with our brand. If you make it too different then people may start to get confused about it.
Post consistently, but don’t scattershot your posting. While it’s good to post every day, that doesn’t mean that you need to post ten to twenty times a day to move the needle! That can actually be just as bad as not posting at all. People may think of your posts as social media spam at that level. Be moderate here.
You have to realize that the number of subscribers is not necessarily a good indicator of how successful your campaign is at the time. Your main priority should be those people who are either going to buy your goods or pass on your business details to their family and friends. Conversion rates are what is key to measuring success.
Facebook marketing should no longer be a mysterious art. You should now know what to do to get started. Of course, it’s important to always keep learning! However, the tips you just read should carry you through the beginning stages of your marketing campaign so that you can see some success.
The subject of falling organic Facebook organic reach has long been causing heated discussions and headaches for marketers around the world over the last year. This is because, thanks to Facebook’s new algorithm update, organic reach on this platform took a big nose dive in the last six months or so – a drop of which has not been seen since at least 2020, when social networking giant Twitter was on the verge of going public. Now, Facebook has responded by announcing that it is planning to fix the problems with its organic SEO efforts by introducing a brand new approach. In other words, we can now look forward to more organic growth on this social network, but one that will definitely take place on the back foot of competitors.
Why Facebook Organic Reach Is Declining
This news does not necessarily mean that organic searchengine ranking will be hit hard in the near future, though. This is largely due to the fact that Facebook still has a ton of potential in the realm of paid advertising. And its competitors too – particularly Google – are doing their very best to keep up with the latest trends in organic search engine rankings. But for most brands, the bottom line remains the same: do not sacrifice your organic SEO results just because your competitors are making some moves in this space. After all, the ultimate goal is to have as many organic connections as possible, which means making sure that each and every link you establish counts.
If there is one thing that you can count on as a general rule of thumb when it comes to the topic of organic SEO, it is that Facebook is definitely going to have a much harder time in the future trying to get organic rankings than it has the previous few years. This is primarily because the search engine giant is constantly updating its algorithms to keep up with changes in the web world. For instance, this past June, Facebook launched a feature that would let businesses post comments in their main page’s News Feed. This way, they would be able to tell their followers what they were up to without having to even leave the site. However, as this feature began to roll out, some marketers were very vocal about their distaste for it, citing several reasons. One of these being that it makes it easy to spam their page, especially in light of recent reports from researchers who claim that more consumers are turning to social media for news and information.
Facebook has a feature we call the “Invite Button” for the dealership page that will allow you to grow your fans exponentially! Here is how it works.
If your Facebook page has fewer than 100,000 fans or ‘likes,’ you can invite people who have reacted to your posts to become fans of your Facebook page. How to Use the Facebook Invite Button The best way to do this is as follows:
Go to your dealership page
Find a post with high reach and engagement and click on the # of people who liked your post. This will bring up a list of the people who liked your post and whether they are a current fan of your Facebook page. For those who are not fans, you can invite them to follow your page.
You are only allowed to invite a limited number of people to Like your page each day. However, this limit is per Editor on the account. So, make sure all the people who are Editors on your Facebook account send an invite every day. When you began testing this with one editor will gain some traction; when we add more Editors, the net gain on Likes is even higher!
Why Can’t I Invite Everyone Who Liked My Post?
As mentioned previously, Facebook limits the number of people that each page administrator or editor can like on a daily basis. As a result, you may not be able to invite everyone who liked your post on a given day. To get around this, you have two options. First, you can simply invite as many as you are allowed and 24 hours later, go back and invite some more. Second, you can add additional page editors and have them invite people to like your page as well.
Success with The Facebook Invite Button
Using this Facebook feature will grow your dealership page social media account exponentially! It’s an easy – and effective – a strategy that can really help a dealership grow their Facebook followers! I highly recommend trying it out.
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.
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:
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.
Doing these sorts of promotions will allow dealers to grow exposure and help grow their number of followers. It allows for measurable results as well with how many people share the image, comment and overall engagement.
Do you have a social mediapage for your dealership? Do you have an active social media page? Dealers use social media in one of three ways: they have engaging social media pages which spread their brand and attract customers, they have social media pages that are not used very much and do not attract customers, or they have no social media pages at all. If you have a reason not to use social media, you may want to read on and reconsider.
Why You Should Use Social Media
Social media can help you reach more customers, build loyalty and grow your business. You can gain valuable feedback from customer comments, engage new potential customers with great posts and even (shocker!) have fun with your dealership marketing.
There are lots of automated social media solutions that dealerships can use effectively to reduce time and cost, provide valuable data for analysis of their customer base and increase customer interaction. There’s really no good reason for dealerships not to be on social media.
1. But I Already Have a Great Customer Base! (It Can be Even Better)
Even if you already have dedicated customers, you can always grow your business and further engage your current customers. Social media enables you to reach out to an entirely new audience who may never have found out about your dealership otherwise. It helps spread the word about your great customer service, awesome sales and promotions, featured vehicles and so on. Social media posts can be easily shared by visitors to the page so you can quickly increase the amount of people who view your messages.
You can also use social media to build loyalty with your current customers and encourage them to come back for regular maintenance. Provide helpful resources like vehicle guides, maintenance tips, recall information and more in order to establish yourself as a trustworthy automotive expert. Offer exclusive social media coupons, discounts and contests to get customers interested and drive business.
2. But I Don’t Have Time! (You Don’t Need Much)
Maintaining an active, engaging social media page doesn’t take that much time out of your day anymore. Whereas you used to have to post messages manually and take time to update your page every day, it’s now very simple to automate the entire process. With an automated social media solution, you can create a series of messages whenever you have a few minutes then schedule them to go out throughout the month.
Automated message posting helps you keep your social media pages active while dramatically reducing the amount of time it takes to build a strong social media presence. In addition, an automated solution provides useful report data so you can see when the best time is to schedule your posts to go out.
3. But it Doesn’t Have a Significant Impact! (Actually it Does)
Many dealers don’t believe that social media really makes a difference to whether or not they gain more customers and grow their business. In today’s automotive industry, this is no longer true. Most customers now expect dealerships to have a social media presence.
It’s similar to a dealership not having a website, which makes customers wonder if it’s a legitimate business. If your dealership is not active on social media, customers often interpret it as your dealership not being successful or serious, or not focusing on growth. Don’t miss out on the opportunity to connect with customers. Show off your dealership on social media!
And, as we have mentioned, you can review your report data to see exactly how much interaction each social media post is getting and who is seeing it, liking, retweeting and commenting. This means that you can see exactly which posts are making an impact and which posts are being passed over.
4. But I Don’t Know How! (It’s Really Simple)
Social media is not a mysterious puzzle. It’s basically about creating messages that will inform your audience with relevant information, engage their interest and entertain them, or promote your dealership in an indirect way. Think about what you would like to read about or view.
Pictures and videos are great and get high interaction rates
Customer reviews and customer success stories are useful for building trust
Contests and coupons get customers interested, draw business and steer them away from competitors
Links to relevant resources that will help customers manage their vehicles or make automotive decisions help build loyalty and establish trust
Event promotions increase attendance at dealership events
You can find many more social media tips by searching for automotive social media tips on a searchengine.
If you use an automated solution, it’s easy to create, edit and post messages. Managing your social media pages with automation doesn’t take time out of your day, and automated solutions are designed to be simple to use for non-technical users.
So, are you active on social media yet?
Sign up for Shawn Ryder Digital content, updates, surveys & offers.