We all know that modern car buyers are doing more and more research and “browsing” online before making a purchasing decision. Further, the Digital Air Strike 2015 Social Media Trends Study for Automotive Dealerships reported that for three consecutive years now, their study has shown buyers ranking social networks as more important than dealership websites when they’re trying to select a dealer to visit.
Which means, it’s wise for your dealership to strategically utilize social media platforms (namely Facebook, Twitter and Instagram) to engage with consumers in a way that makes them want to come in, take a test drive and buy. As a vehicle dealership, there are a few smart tactics you can use on your social channels to build awareness, interest, trust and buying incentive with consumers in order to turn your likes into loyalty and drum up more business!
FEATURE YOUR VEHICLE MODELS
Build awareness and educate your customers on the vehicles your dealership has to keep them informed on everything you offer. You can post attention-grabbing photos of the cars on your showroom floor and in your lot to visually stand out in social feeds and entice customers to come test drive and check out that specific vehicle. Featuring a different model each week can be a good place to start.
SHARE RELEVANT & ENGAGING CONTENT
Build interest from your followers by providing them with valuable information. Social media users want content that is interesting, insightful, informative and inspirational. Create and share information people will appreciate that is still relevant to your dealership, such as breaking news in the auto industry, manufacturer announcements or instructional resources like video tutorials and car maintenance tips.
SHOW OFF YOUR HUMAN SIDE
Build trust and put a face to your brand by featuring key team members in your dealership. Showing your followers the people they will be interacting with on site makes them more familiar with your team and comfortable visiting your dealership. It’s also a good idea to snap photos with happy customers who just bought a car. Customers also tend to trust and respond positively to brands that are active in supporting the community through fundraisers and charity events—if your dealership gets involved, be sure to share the news.
PROMOTE BUYING OPPORTUNITIES
Build buying incentive by promoting service and sales deals that encourage followers to take action. Loyalty programs, for example, keep your customer coming back and show them appreciation through rewards like complimentary oil changes or tire rotations—if you have a loyalty program talk about it! Also, be sure to promote additional maintenance and financing options offered at your dealership like vehicle service contracts (VSCs) and installment payment plans (IPPs). The nature of VSCs on their own encourage repeat business in your dealership’s service shop and enhance customer loyalty, so they’re a great thing to promote on social!
By using social media tactics to strategically build awareness, interest, trust and buying incentive among your customer base, you can begin to build loyalty. After a while, you’ll start to see that clicks, likes and shares have meaning and can translate into a higher volume of test drives and sales!