The best automotive marketing strategies are not always the ones that are the easiest. However, as technology continues to evolve, you can use all of these marketing strategies. Social Media is one of the best automotive marketing methods available for your business. It’s also an important component in creating new prospects. It’s an especially great asset when you have existing prospects or consumers coming back to your website or your business location.
Instagram helps you reach teens today. Instagram is incredibly popular among young adults. Among your best automotive marketing strategies, you need to utilize tactics geared specifically toward Instagram. Young people are more mobile on their devices, which makes them ideal for reaching out to people in the field.
The use of SEO techniques is something to consider when working to gain exposure for your company or dealership. SEO services will help you gain new clients and customers. SEO is a powerful search engine optimization tool that can help you gain rankings in certain keywords that relate to your industry. For example, if you work in the auto repair industry and offer auto bodywork, using keywords like “auto body shop” can bring in a large number of new customers.
When using SEO, it’s a good idea to use content marketing. Content marketing involves posting your articles and videos in different directories that are related to your industry. These articles and videos can be used to create a website that includes content related to your industry. Your website can include helpful information that will inform and inspire new prospects to purchase or hire you.
Car dealerships should advertise in a variety of places including online, local and print media. They should target areas such as online publications, radio, TV, and social media websites. Social Media sites such as Facebook and Twitter are very effective at bringing prospects to your dealership. It’s also a good marketing strategy to offer contests, specials, freebies, discounts, or incentives to attract prospects.
Many car dealerships offer financing programs for their vehicles. They can take their vehicles in for servicing or maintenance, which can benefit them in the long run. Financing programs offer them the opportunity to sell their vehicles. Many car dealerships have fleets of vehicles that they can sell in a variety of ways. Selling off a vehicle can be quite lucrative.
A business that sells cars must keep its business and products updated. The internet is an excellent way to keep your company up to date. Automotive marketing experts advise using a car dealer blog to stay current with the latest trends in your industry. This type of website can keep you up-to-date about changes in the automotive industry and offer you insight into how to better serve your customers. In addition, many blogs offer valuable tips, ideas, and insider information about your company and business.
When it comes to Internet marketing strategies for the auto industry, content is the most important. This is a big sector that’s extremely competitive and you need to take advantage of every tool available to increase traffic and sales. Social Media is a powerful tool that provides valuable information to your customers and potential buyers. SEO plays a major role in gaining visibility and driving targeted leads.
If you’re dealership selling cars in the automotive industry, then you must also understand the importance of getting started as soon as possible. You can choose to specialize in a particular niche market, or even a specific make of car. Either way, there are important automotive marketing strategies that you should implement to ensure you succeed.
Keep yourself updated on all new automotive trends, both on the web and off. A comprehensive online database of information about all of the latest developments in the industry will be beneficial for you and your business. This information should also include product reviews from people who have actually used your particular make and model of cars.
Car dealerships are a vital part of our society. It’s essential that we work together to provide services and products that are worthwhile for the consumers we serve. Investing in effective strategies for your industry will help you meet this challenge.
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.
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.
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.
The age-old question has always been “how do we get more appointments?” to just get them to the dealership. There has always been a thought process of just get them into the dealer, test drives a vehicle, and then have a good shot at selling them – with a turnover to the Sales Manager to close the deal. Times have certainly changed with the digital age – not counting on the recent Coronavirus but in the last few years of digital dealerships.
So with that here are six ways that I think we can look at for getting traffic – digital and in-person to your dealership!
#1 Social Media
Some dealers are still not comfortable with using social media to its full potential. Building trust for a dealership is certainly key in bringing folks to the dealership. One of the best and most relevant ways is to share your “story” on social media. This means building excitement and consistency in messages on social media. The platforms include Facebook, Instagram (including Instagram Stories), Twitter, and even the newest one TikTok.
For example – delivery pictures and having the customer tag themselves when appropriate – get them to share the picture. It is a strong message to have a customer show where they bought a car, what they bought, and by a simple picture of why they purchased from that dealership!
Another idea is to highlight your team members – people buy cars from people…. so doing something to differentiate from other dealerships on why their team should have a chance to earn the customers’ business.
#2 Targeted Email Campaigns
While a lot of dealers conduct mass email blasts to leads that were received or customers that had purchased. But taking it to another level will help drive specific traffic to your web site and in turn dealership. Using email platforms allows you to do custom lists that are generated from the names, interactions, and current status.
A dealership collects leads from various sources, new and used leads, then broken down to specific models.
Using strong email campaigns allows for targeting based on all of these factors. For example, if you have a manufacturer promotion on a particular model then you can target leads that had shown interest in that specific model. Then track the interaction they have with the email – taking it to the next level how they interact with the web site. So put a landing page on a web site with the promotion, a lead form and also track how the viewer goes through the web site – page by page and who they are specifically.
#3 Local Search Engine Optimization
Local SEO (Local Search Engine Optimization), sometimes referred to as local search engine marketing, is an incredibly effective way to market your local dealership online. It helps businesses promote their vehicles and services to local customers at the exact time they’re looking for them online in the local market.
This is achieved through a variety of methods, some of which differ greatly from what’s practiced in standard SEO, and some of which are far easier to manage using Local SEO tools and can require specific local Search Engine Optimization services.
Whereas anyone in the world with good enough SEO and authority can rank for a search query like “how to fix a blocked drain”. When the query has much more purchase intent behind it, it becomes “car dealers near me” or “best dealership in [specific location]”.
When building content for the dealership web site focuses on the models sold by the location, along with the local market. That way it helps Google connect that dealership with the models sold in the local market.
#4 Targeted Text Marketing
Text marketing campaigns may seem outdated to some, but they are an invaluable marketing tool for others. Last year, on average 456,000 Twitter tweets were sent every minute of the day. A pretty impressive number, isn’t it?
But it’s a measly looking figure next to the 15.2 million text messages that were sent every minute. And that doesn’t include app to app messaging!
Texting is the most effective direct marketing channel. It has the best engagement rates – and is a lot less annoying than a phone call. The open rate of text messages is as high as 99%, according to some reports. This is much higher than email marketing, which has an average open rate of 32%. Thanks to a lack of spam filter and the fact that people check their phones more obsessively than their email inbox, companies can yield a great return using text marketing campaigns.
One of the best ways to do this is to make sure you segment your audience so you can send them targeted messages. This way your texts are more likely to be welcomed by your customer and lead to a conversion.
#5 Local Citations
Local citations positively impact local search engine rankings for a dealership. The number of citations a dealer accrues, the accuracy of the data they feature, and the quality of the platforms they exist on all influence rankings. Search engines like Google amass data about each business. If what they encounter is accurate, the search engine trusts the validity of the data, which is believed to strengthen the dealerships’ chance of ranking well. However, if the data search engines encounter is inconsistent, this trust is eroded, lessening ranking opportunities.
Local citations either positively or negatively impact consumers. Accurate citations help people discover a local business, which can result in web, phone, and foot traffic, culminating in sales, and more service department customers. Inaccurate citations, however, can misdirect customers, leading to a loss of reputation and revenue.
#5 Google My Business
Google My Business is a free tool that lets you manage how your business appears on Google Search and Maps. That includes adding your dealership name, location, and hours; monitoring and replying to customer reviews; adding photos; learning where and how people are searching for you, and more.
Google My Business doesn’t just make it easier for customers to find you physically, but digitally too. It can vastly improve your search visibility in Google.
Not to mention, when prospective customers are looking for local businesses, they are generally ready to make a purchase (or at the very least are highly interested in making a purchase).
Folks don’t Google, “dealerships in Toronto” to read a blog about vehicles… they do so because they’re looking for a vehicle and want to hand over their hard-earned money to whoever has the vehicles they are looking for in Toronto.
Add as much information and media as you can, including a dealership profile photo, the market you serve, your dealership hours, attributes (e.g. “wheelchair accessible,” “free wifi”), the day and year you opened, and a public phone number and obviously website URL.
Dealership reviews not only have the power to influence consumer decisions but can strengthen a company’s credibility. Dealer reviews have the power to gain customer trust, and they encourage people to interact with the sales and service departments. Customer interaction ultimately leads to improved profits for the dealership.
One of the best ways to encourage future customers to leave positive reviews? Respond to current ones. Not only does leaving an appreciate response show the original reviewer you’re thankful for their support. But it also makes that positive review stand out on your listingand influences people to leave their own reviews.
You should also respond to negative dealership reviews to show you take them seriously and placate the unhappy customer. But make sure you’re extremely courteous — attacking them back will only make you look unprofessional and their review more credible in the eyes of the reader.
I hope that this list helps you with some thought starters on how to drive more digital and foot traffic to your dealership. Tackling all of these can be difficult for sure so take it one step at a time. Obviously, if you need help with any of these subjects or ideas – contact me anytime!
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.
All dealers are trying different things in 2020 when it comes to Marketing for Automotive Industry – digital, conventional and now social media. The reach is important, almost as key as the message and timing of the deliverables. Here we are going to look at 9 ideas for growing your automotive marketing in 2020!
The last ten years have changed out dealerships focus on marketing for the automotive industry. So much has changed or better yet improved along the way. Customers now purchase based on many factors, not just a test drive or television commercial they saw on the weekend. Here we will review ways some ideas to help boost exposure for your salespeople, vehicles, manufacturer and overall dealership market!
Believe it or not, despite it being 2020 many people still use email as a great way to communicate with each other. However, technology allows for custom emails to be sent based on the interactions with the leads are generated. For example, we can now have campaigns sent out targeting specific models of vehicles based on the interaction with a customer on the dealership website. With some email platforms track open rates. But in addition to that, you can also track click through’s and what the customer does as they interact with the website. So you can send him an email blast in a specific model directly to the website have it land on that model. And track their progress is a go through the website and look at other pages.
As we grow the exposure of our content to customers and potential buyers we need a way to track their progress. This is where leadscoring comes into play for dealers using digital media. Using scoring procedures allows for tracking leads on a web site and email interactions. For example, when a customer opens an email and clicks on a link it can increase the score of a lead by a set amount.
Google My Business
One aspect of digital marketing that is often overlooked for dealers is Google My Business. There are many things there that can help ensure that when searching for the dealership customers can learn a lot about the location. Obviously there are the hours for the dealership – opened, closed, holidays and much more. This is where customers can see reviews of the dealership (more on reviews soon). Also, there are Google Posts there that can highlight happenings, deliveries and more for the dealer.
When it comes to forms of communication with customers or leads it is now acceptable for texting with them on a consistent basis. As we know, all of us now text with each other on a daily basis and this is no different when it comes to customers that are interested in purchasing a vehicle. The data shows a high percentage of people open text messages quickly and are much more likely to reply. Leaving voice mails often gets overlooked and has a low conversion rate for a reply. While salespeople can text directly one-on-one with customers that is great. But there are also capabilities for doing blast texts to customers that maybe you haven’t heard from lately or are in the database or their leases coming up soon.
Lately, there has been a lot of hype around LinkedIn – Gary Vee is pushing it hard. There are lots of users on there for professional purposes – but a great way to highlight the dealership for users as well. At this point traffic on LinkedIn is all organic so it gives a great free way for a dealer to have some exposure to potential clients. While the dealer can post certain vehicles, testimonials and other relevant information obviously LinkedIn is great for hiring. So if you have a presence on LinkedIn then it can offer you the ability to promote your monthly specials your services and define people to actually work the dealership.
We all know that Facebook is an amazing social platform! But are dealers using it to its full capabilities? There are ways to generate followers, leads and sales from Facebook! We all have seen dealers that have done giveaways on Facebook that means they can do likes and shares giveaway gift cards. While this may generate a lot of likes and followers for the dealership page it may not be quality. I think that it is good to put customer deliveries on Facebook. That way people will see that there are real people buying real cars. There can be great engagement on those posts because the customer comes in and shares that with their own community.
The hottest social media outlet in 2020 is certainly TikTok. There are now millions of users on the application, some younger people are on it but great for exposure. While it is still new to many of us this application is great for gaining exposure. And will become more popular as time goes on in 2020. As a dealership putting content on it is really quite straightforward and highly recommended. For example, Dealers can put up fun delivery videos. The staff put together some fun dancing videos. And then perhaps on a weekly basis, there could be a video about the latest model for special that the dealership is having. Is growing on a daily basis and being early to the game is a good thing so you can start getting the following.
Instagram Stories are popular – above and beyond the Instagram posts. As dealers work hard to gain followers on its always good to focus on the stories part of it as well. This gives our unique aspect on a daily basis of what is happening at the dealership for example you can show the latest delivery, something fun or a daily service special. One great example is a dealership that I worked with was doing a daily Christmas elf photo. We would put on Instagram stories as a way to gain some interaction and engagement. With the followers obviously with stories, you can see who looks at how to interact. And it builds a great community.
In order to help credibility for dealership one way is for blogging content that is relevant to the dealership the market and the vehicles that they offer. While some dealers can focus on having internal people blog. It may be best to outsource it so that professionals can look at the market the vehicles and the needs within the industry as a whole. Using keyword research allows for professionals to ensure that they’re targeting the right words that people are searching on in the market. It also is good to be ahead of the curve so that you have content that is being indexed by Google.
For example 2020 it may be best later in the year to start focusing on the 2021 models. Thereby, when people start looking for those models that Google has only indexed for your site and allows for easy search results. Also if you think of it as the local market you can include for phrases that are specific to your area. Meaning that when people in your market or searching for the models that you sell it will help come up with organic search terms much easier.
Marketing for Automotive Industry
In closing, I know this helps generate some ideas for this 2020 year to come up with new ways to market to customers, clients, and the general public to drive more traffic to your dealership website.
Steele Auto Group launched a Back On Track program for their dealers – and wanted to promote it on social media. So designed some visuals with their logo to help them on Facebook and Instagram postings.
Do you have a social media page 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 search engine.
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?
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