On the surface, car dealerships look like localized businesses – people want to inspect and test drive a vehicle before they buy it, after all. Many dealership owners rely on traditional advertising, such as local papers and billboards, to bring in new customers. Most dealers even open a website and use various forms of online advertising to attract potential buyers.
But people don’t automatically think that a dealership could benefit from the long-reaching arms of social media advertising. What they don’t realize is that car dealerships do very well with outlets such as Facebook marketing.
If you want to give your dealership an edge over your competition, you should consider looking into what an automotive Facebook marketing campaign could do for your business.
The Basic Advantages
Your current advertising strategy might limit you to methods such as displaying prices and offering various products and services. Using Facebook will help you engage potential customers. When done correctly, you’ll increase the number of leads you receive outside of traditional advertising for dealerships.
The following are some of the positive aspects of using Facebook marketing for your dealership:
New and Used Vehicle Dynamic Advertising
Dynamic advertising helps you personalize ads so that potential customers will see advertisements that match what they are researching online. First, you would upload your new and pre-owned inventory. Then, using VIN Specific Advertising, you would create dynamic ads that allow you to specify trim, model, price, etc. Your leads may not want to buy the vehicle on the spot, but it’s much easier to draw someone in when you show them the exact car they’re looking for.
Not everyone knows what they want in a car. They might see your ad and click to learn more about the vehicle displayed in your advertisement. If you use Facebook Lead Ads, you could incorporate a feature into your ads that auto-populates the customer’s information so that they could request more info with a single click. Once you have their details, you or one of your employees could follow up with them via text or phone call.
It Frees Up Your Employees’ Time
By using Facebook and their advertising platform you are able to build in more efficiencies in your follow up. No more endless days of cold calling old leads. Now use facebook messenger or a platform such as TECOBI® to help with the engagement of these potential customers.
Increase Engagement and Build a Following
Once you bring in leads, they will be pushed into your CRM or TECOBI®. At that point, the sky’s the limit for what you can do to grow your business. You can:
- Send out useful information on a constant basis to potential customers. For example, you can talk about the importance of car maintenance, new cars on the market, or even fun destinations to visit on an off day.
- Keep in touch with them via text messaging to bring a more personal touch that will help you build a relationship with them.
- Send out offers and specials such as free tire changes for the life of the vehicle when someone buys a car from you, or discounts for any of the services and repairs you offer.
- Follow up with customers to ask them to leave a review of their purchase and how they enjoyed the experience of dealing with your company.
Establish Yourself as an Industry Expert
The possibilities are endless, but distributing useful information is one of the most crucial ways of building your business through the leads you’ve generated. It helps establish you as an expert in the auto industry. It also builds a level of trust between you and your potential customers – even if they decide not to buy a car now. If you play your cards right, they will choose you over your competitors when they do decide that it’s time for them to purchase a vehicle.
With traditional advertising, it’s hard to know which ads paid off and which ones were a waste of money. There was little in the way of knowing if someone called you because they saw your ad on a billboard or in a newspaper. With Facebook advertising, you will have the data to see how many people clicked on your ads, the ability to see your conversion rates, and a whole lot of other information at your fingertips.
Trial and Error
There are several types of campaigns you can run on Facebook. You can use them to increase lead generation, brand awareness, to get your message out to potential customers, to target specific audiences, etc. With so many choices, how do you know which one to choose?
Fortunately, you don’t have to commit to one specific method. You can try one approach or several at once to see how each one performs for you. However, it’s important to allow time for the ads to optimize before deciding whether to implement changes.
Hire an Expert
By now, you can see how well-suited Facebook advertising is for car dealerships. There are many more advantages to running an automotive Facebook marketing campaign.
But it’s not easy to set up a professional campaign on your own – there are lots of decisions you’ll have to make along the way. How much money should you set aside for your campaign? Should you establish an overall budget or a daily maximum to spend on your marketing efforts?
There are also many complicated tasks involved in the setup and follow up processes. Among other things, you will have to:
- Upload your inventory to make sure it integrates properly with Facebook’s platform
- Monitor your return on investment
- Manage your leads
- Keep an eye on your spending
To run a campaign correctly, it’s always a good idea to team up with a professional marketing agency.
TECOBI has helped boost sales for many car dealerships just like yours. We help our customers with everything from choosing a campaign that will work for your company, to building ads, alerting you about appointments, following up with customers, uploading your catalog of vehicles, and much more. Contact us today to join our growing list of satisfied customers, and to start increasing your sales.