When we first saw the potential, we were skeptical but hopeful. When the reports started coming in that it was happening, we knew we needed to dig deeper to confirm. After 3 months of constant testing and monitoring, we can say with a certainty that dealers can sell cars through social media.
There are a lot of myths and rules out there that are contested on a regular basis in the world of automotive digital marketing. What some believe is extremely effective, others believe is simply smoke and mirrors. It happens when discussions of just about any marketing topic from classified ads to website designs are brought up.
The auto business is getting stronger and better. Steel and plastic are being transformed into automobiles at a record pace which means 2013 is the year to dominate. Consider your online process in this blog series.
Your Online Meet and Greet
The sales process we all know and love starts with an initial handshake and introduction. It establishes rapport, trust, and, most importantly, your first impression. We all know that customers shop online first. Autotrader says that buyers spend an average of 11.5 hours online before they visit your lot. So technically, your meet and greet happens well before the customer ever steps foot out of their decade old trade-in.
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We listen to our clients. When they have suggestions, concerns, or needs, we take note and do everything we can to make it better. When they want to say something positive about our products and services, we are honored to receive them.
Dealerships are constantly striving to understand the purchase cycle and buying funnel of the online shopper. In my years of data gathering, I usually lump customers into three areas; consideration, research, or decision. This purchase funnel corresponds to the marketing funnel that dealerships often use as well. When we compare the two, we attempt to analyze where our money is being spent, and where holes may be. The general idea is that we want to minimize the amount of customers we lose in the purchase funnel. So which part of the funnel are your customers falling out of?
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When it comes to social media marketing, there are 3 types of media that you can use to increase interest in your dealership. Dealerships require a well-rounded media strategy to successfully leverage their brand and create greater brand awareness.
1. Paid Media
When you use paid media, you pay an individual or company to leverage your brand. This is often done through display ads, paid search, and sponsorships. Some of the benefits of paid media are that it is in demand, it is immediately dispersed, and you have a degree of control over it. Paid media can often feed owned media, and if done correctly, create earned media.
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Do you set yourself apart from the competition? With increased competition and market demand, it is imperative that dealers engage in unique marketing strategies that highlight their brand. The days of having the largest blow up animal and the highest balloon are over, and now is the time to capitalize on a diverse marketing strategy that increases exposure and engagement.
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Over the past several months, we’ve been doing a ton of research in the automotive industry about how dealers perceive social media marketing. It’s something that has both thrilled and alarmed us because the results have been greatly mixed. On one hand, many dealers are starting to realize that social media is more than just a fluffy form of marketing that has not demonstrable ROI, a perception that had been growing in 2011 and 2012. Those tides have turned. However, the one alarming piece of information we discovered is that many dealers are considering social media to be a “checkbox item” for reputation management. In other words, if their reputation management provider offers social media, they’re covered.
In last week’s blog, we discussed the first 3 of Kathi Kruse’s 6 Elements of Facebook Marketing for Dealerships. Continue leveraging your Facebook page using the final 3 steps:
4. Promotion Strategy – Building and increasing your fan base
There are a variety of ways to increase your fan base on Facebook. One of the most successful ways to engage your fans is to use Facebook ads. Design a graphic that is visually engaging, connecting your audience to your product. Your graphic should include a Call To Action that tells them exactly what you want them to do, such as, “Like this page to get an offer on….”
Promoted posts can boost your fan base even further. Once you find a graphic and Call To Action that you like, simply promote the post by clicking boost on the lower right hand corner. Paying to reach a larger fan base can increase your engagement by 3,000 views, with as little as $5 to $20 dollars.
Remember, keep testing, and find out what works best for you!
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A study recently showed that Facebook is the most frequently searched website on the internet, with over 852 million logins daily. Where does your dealership stand in the Facebook social media ranks?
We know that Facebook internet marketing is about creating influence and being influential. Kathi Kruse, of Kruse Control™, explained 6 steps for dealerships to keep ahead in social media.
1. Clear Objectives – Set some goals
Before setting social media goals for your dealership, consider that in this circumstance measurement is about more than results. It is not enough to hit your numerical goal; you must reach your specific client base. To set your goals, first consider yourself:
Once you have derived your objectives, set a realistic goal and time frame for your dealership.
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