According to Google, 95% of vehicle buyers use digital channels as a source of information. Social media platforms are likely to be included in these channels for potential car buyers.
It’s understandable that retailers are skeptical about adding another component to their digital marketing strategy.
From using paid ads to focusing on SEO, putting the spotlight on social media can be overwhelming, especially as new platforms emerge. However, with a simple and effective strategy, these platforms can help you achieve your marketing goals. Here are seven ways your dealership can come out on top on social media.
Know your goals and choose the right platform to accompany them
Before choosing platforms (or deciding whether to use existing ones), creating a content calendar, or contacting influencers, you should assess what you want from a social media strategy. For example, you could expand your audience to include newcomers to the car buying market like Gen Z.
In this case, a platform targeting them, like TikTok, would be appropriate. If you’re looking to improve your strategies to draw more local eyes to your ads, Facebook might be the way to go. Determine your ultimate goal and maintain that lens when looking at platforms.
Build a solid social media strategy
You want to develop a solid social media plan that benefits you, is efficient, and pays off. Your dealership strategy should be something that can be managed, regardless of who is on your marketing team. Here are some hallmarks of a solid social media strategy:
A well-crafted marketing strategy budget A comprehensive content calendar Plans for connecting your social media platforms to other digital marketing components such as email marketing channels and inventory pages Using marketing automation tools to simplify social media posting processes Goals and benchmarks Create a unique voice to tell your retailer’s story
Get the voice of your retailer and use it to differentiate yourself from the competition. Customers want to feel like they’re not just interacting with a faceless account when interacting with brands.
Therefore, find ways to make your social media account stand out. Do you have a quirky way of recognizing your employees? Share that on the platform. Does your dealership focus on luxury clientele? Embrace that in your imagery. Find your niche and capitalize on it.
Don’t forget the power of video. Image sources: Wyowl
Video production company Wyzowl found in their State of the Video Marketing 2023 report that 92% of video marketers are seeing a positive ROI from video.
HubSpot also revealed that 54% of consumers want to see more video content from a brand or business they support. So check out how you can incorporate video into your social media marketing, whether it’s a maintenance instruction video or a vehicle tour.
Encourage and interact with comments
Most social media algorithms favor companies that get user interactions, and comments fall into this category. So create posts that will get your potential customers talking. Engaging with these comments regularly can also help your brand. Social media is a conversation, so keep the dialogue going for as long as possible.
Capture the attention of your audience with incentives
Make sure the promotions you run at your retailer are shared on your social media platforms. Let your audience know what you’re doing, whether you’re selling a discounted oil change or offering an incentive to potential car buyers. This can also be a great way to encourage email signups or get those people into your dealership.
Prioritize user-generated content
Almost 80% of consumers believe that user-generated content influences their purchasing decisions. Customers are influenced by their peers. Not only does it create a more personal connection, but it also fosters trust.
Ask current car buyers if they would share their experience with your dealership online. You can even have a potential customer film and post their test drive. Find ways to engage your customers.
Social media can be a huge asset for your dealership. With the right strategy, the best platforms, and set goals, you can ensure that social media has a positive impact on your bottom line.
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