Car buyers spend 59% of their time online researching. (Autotrader)
Your dealership probably has an Internet Marketing Specialist or someone who manages leads from your website but when you think about where your consumer is in that moment of the buying process, they’re already pretty motivated to far in the journey to say, “I’m interested in X car and would love to come in for a test drive!” But what about the many interested buyers that are still in the research phase and need your influence the most right now? Most of them are active on Facebook.
Here are the three main ways that Facebook will help you sell more cars:
Your posts on Facebook don’t have to be limited to your followers’ eyes. When you create a business page, you can target every message to a different, defined audience. The family who needs a minivan can be sent minivan offers while the single, career woman can be sent the exact car that might peek her interest. Not sure who might be the best fit for that vehicle? Test two audiences and see who responds better! The power of choosing your target audience can play in your favor.
Idea: You could advertise a video of a test drive that makes someone feel like they’re in the driver’s seat!
Facebook users do not want to be sold products all day long. While on Facebook, they also share interesting or funny articles, photos, and videos. That means they need you to join in, or they’ll unfollow your page eventually. Think about what’s going on in your community. Did your dealership sponsor a charity event and you have a photo you can share? Is there an uplifting story in the news? Maybe another cat meme has surfaced. Your Facebook page should reflect your brand’s personality! The day that you see comments, likes, and shares on your posts, that’s when you know this strategy is working.
71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
Besides utilizing Facebook to post about your car specials and target a precise audience, social media is also a place where reviews live. Your Facebook page has a specified tab for Reviews, and people can also comment with their opinion of you. It is crucial that you respond to all of these reviews, good or bad, and use it as leverage to show strong customer service skills. As humans, we recognize that not every single buying experience is going to be perfect, but if we see more bad reviews than good ones, and you’re not responding to them, that could deter a potential customer away from your car lot.
Remember that Facebook is the social media site with the highest number of users, so don’t overlook Facebook when reviewing your marketing strategy. You might even find yourself having fun with it!