Maximizing Social Media Presence in the Automotive Industry
The rapid shift in consumer behavior and buying preferences, as a result of COVID-19, has greatly impacted trends in the automotive industry. According to
Alan Haig, an automotive retail consultant and president of Haig Partners, nearly 30% of U.S new car sales last year were completed online, compared to less than 2% before the pandemic. This digital acceleration has presented auto dealers with a great challenge. In the last year, dealers have had to invest not only in website development, but in a variety of marketing initiatives to ensure the effectiveness of their digital retailing. From Facebook and Google advertising, to email and content marketing, dealers have had to consider new tools and technologies to adapt to changes in shopper preferences.
Now more than ever it has become critical that the processes put in place by automotive dealers are compatible with today’s rapidly changing consumer. With a search engine optimized site that is consistent with brand identity, and a thorough digital marketing plan, dealers can reach new audiences, convert leads into sales and build long lasting relationships with customers, completely online. Maximizing organic social media presence on platforms such as Facebook and Instagram is an essential tactic for businesses to reach a wide audience and for dealers to display their inventory. Naturally, dealerships may want to exclusively showcase new and used inventory. However, it is necessary to have well-rounded content with a variety of posts and photos.
Follow the below tips for ideas on how to make the most of your social media presence:
Featured Vehicles
Share posts of in-stock and incoming new and used inventory so customers are aware of what the dealership has to offer. Highlight unique and compelling features such as interior and exterior colors, bluetooth capabilities, warranty offers, and more.
Showcase Deals and Promotions
Posting dealership deals such as national offers, service specials, or manager’s specials is a great way to gain exposure to promotions and engage customers looking for exclusive pricing.
Testimonials
Online reviews are a powerful way to build trust with your potential customers. Nearly
70% of shoppers read online reviews before making a purchase, so use this to your advantage and showcase your best customer reviews on your social media platforms.
Seasonal Content
Community Involvement/Events
Has your dealership participated in a fundraiser or charity event? Creating a connection with your local community is important in order to spread the word about your dealership. Word of mouth is essential for growth.
New Vehicle Announcements
Have new vehicles or upgrades to existing models coming out? Tease out the release before the vehicle is available to create excitement of the upcoming release. . Share photos, videos, and information on when the vehicle will be available, and educate your audience on all of the new features! Scheduling Private viewings or test drives are great ways to drive your potential customers into the dealership.
Brand Trivia
Encourage your audience to interact with your posts, by asking engaging questions. For example:
What is the best selling Toyota of all-time?
- Highlander
- Camry
- Land Cruiser
- Corolla
DIY Service Tutorials
Share videos of an employee explaining tips and tricks for vehicle maintenance such as cleaning foggy headlights. This will build trust with your followers.
Vehicle Showcase Videos
Showcase available, in-lot vehicles with compelling interior and exterior features as well as unique features.
Online Shopping Tools
As previously mentioned, car purchases are happening online more than ever due to the COVID-19 pandemic. Use social media to display online tools that make buying a car easier for customers by driving them to financing information, trade-in forms, and payment calculators on your website.
Contact us today to implement the proper marketing efforts to accelerate your digital efforts in the automotive industry. We partner with local and national automotive dealers to develop and execute coordinated marketing efforts that encompass cohesive brand identities, selling events, digital marketing strategies, website management, content creation, email and more that are compliant with manufacturer standards.
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