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.
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.
With all that’s changing in the world of automotive social media, it’s important to keep on top of what’s happening. In the past, we’ve released White Papers that effectively guide our clients to perform well on social media. The challenge is that the atmosphere changes so quickly that a few months after release, there were already major changes to make. Social media strategy today is very different than it was earlier this year.
Here’s the sad truth about the way that most dealers are posting their inventory to Facebook. It’s not getting seen. None of it. Not at all.
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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There has been a promising trend in the automotive industry over the last couple of years. Dealers are starting to pay a good amount of attention to their online reputation, something that simply wasn’t a priority not too long ago. Today, it’s at the top of mind for most dealers. The only challenge is that many are taking action towards improving their reviews on sites like Yelp, Google, and Dealer Rater, but are not focusing at all on the other components of their reputation.
It’s cheese steaks and education May 14-16 in Philadelpha as the good folks at First Class Educators are putting on their 4th annual Automotive Boot Camp. This is going to be one a bit different for us as I get to do something I’ve been dying to do for a long time – talk advanced social media marketing with the attendees.
