Social media should be an essential part of any auto dealership’s marketing plan moving into 2015. Even though many consumers want to physically see an automobile before they purchase it, a strong social media strategy can sell them on your dealership before they even walk through the door.
It’s important to define a strong social strategy and develop a continual digital presence. No need to fret; if you don’t have the resources to hire a social media specialist, there are ways you can start implementing social strategies today. We have laid out several social media marketing strategies you can try today to build your online audience and convert them into sales.
1. Become a thought leader
Social media is a great place to promote original content from your blog. Having a strong social presence can help you become a thought leader in your industry, especially if you take on controversial topics or offer sound advice on how your consumers can get the most out of their auto buying experience.
2. Create a posting schedule
It’s important that you come up with a schedule for your posts and adhere to it as much as possible. If every Monday you showcase a new car on your lot, then adhere to that, and allow it to become something that your social community looks forward to. Social testing is important, however, and it might take some time to find social posts that your audience responds to. It is essential you have consistent posts without beating your social community over the head.
3. Don’t always be a salesperson
It’s important that your social media audience feels like you are actually being social with them, and not just trying to sell them something all the time. A lot of social experts suggest the 80/20 rule, which suggests that 80% of the time you speak to your audience on a social level, and only use 20% of your posts for sales promotion. Sales people tremble in their suits when they hear that only 20% of their branding efforts will be sales-based, but in the long run it will build a loyal social audience that will enjoy interacting with your dealership. When they are ready to buy a new vehicle, they will already have a relationship with you and your company.
4. Drive conversation
It’s important to have someone at your dealership that manages your social media accounts and can act as the voice of your social outlets. If customers are having an active conversation on your social media profiles, interact with them and engage them; it’s the reason it’s called “social” media. This will pay off when customers are looking to buy a new car, as they will feel comfortable having an engaging dialog with you.
Eric Stroderd is the founder of MyDealerSupply.com, a one-stop shop for all auto dealership supplies, including sales, service, and marketing products. Visit online and qualify for free shipping and lowest prices on the Internet.