Alright, let’s dive straight into it. If you’re running a car dealership, you already know the deal: social media isn’t just a ‘nice to have’ anymore; it’s a must. It’s not just about throwing up a few posts about the cars on your lot and calling it a day. To really make an impact and connect with potential buyers, you’ve got to get a bit more strategic.
Here’s a playbook tailored for the bosses at car dealerships looking to level up their social media game.
Lean into the Platform’s Features
User-Generated Content is Gold
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Pick Your Spots
You know your customers better than anyone else. Are they scrolling through Instagram and checking out the latest models? Maybe they’re on Facebook, looking for deals, or on YouTube to see a car in action. The point is, don’t spread yourself thin trying to be everywhere. Focus on the platforms where your buyers are actually spending their time. It’s better to hit a home run on one platform than to strike out on five.
What’s the Goal?
Ask yourself, what do you want out of social media? More foot traffic in the showroom? To increase your test drive bookings? Setting clear goals helps you measure if your actions are working. Plus, it keeps the team focused on their goal with each post or ad.
Mix Up the Content
People don’t log onto social media to see a sales pitch in every post. They want content that’s engaging, helpful, or even just fun. Show off new arrivals, sure, but also share tips on car maintenance or highlight some of the incredible people on your team. Remember, variety is the spice of life – and social media.
Lean into the Platform’s Features
Each social media platform has its own set of tools and features. Instagram Stories, Facebook Live, TikTok, Twitter Polls – these are all ways to engage with your audience in a more interactive and personal way. Use them to your advantage to keep your content fresh and engaging.
User-Generated Content is Gold
There’s something about seeing real people enjoying your cars that hits differently. People buy from people. Encourage your customers to share their experiences or show off their new car with a specific hashtag. It’s a great way to build trust and show how much people love your dealership. You could even offer a refer-a-friend solution to help capitalise on customer referrals.
Top of the Funnel Stuff
Social media is perfect for catching the eyes of those just starting their car-buying journey. Share content that answers their questions or helps them solve problems. It positions your dealership as not just a place to buy a car but a helpful resource.
Get Personal
Nobody likes feeling like they’re talking to a robot. And, whilst ChatGPT is great, it’s not a solution. We encourage using it as a starting point but ensure your brand personality shines through. It is vital to communicate in plain English and talk to customers like you would face-to-face. Engage with your followers, answer their questions, and thank them for their comments. It makes people feel valued and helps build a community around your dealership.
Stay on Schedule
Consistency is key. You don’t want to bombard your followers with a ton of posts one week and then go silent the next. Plan out your content so you regularly show up in their feeds without overwhelming them.
Don’t Be Shy About Paid Ads
A well-placed ad can do wonders for getting your dealership in front of potential buyers. Platforms like Facebook and Instagram let you target your ads very precisely so you can get the most bang for your buck.
Keep an Eye on the Metrics
Pay attention to what the data is telling you. Which posts are getting the most engagement? What time of day do your followers seem to be most active? Use this info to tweak and improve your strategy over time.
Did you know that Marsh Finance offers a FREE compliance, sales, and operational efficiencies consultancy service?
We’ve got the expertise and resources to help you navigate the financial landscape and make your dealership even more successful. Let’s discuss how we can work together to drive your business forward.