With the dawn of social media, the Internet now acts as a hub where we connect with loved ones, start new friendships, and stay in touch with acquaintances across the globe.
The same goes for your dealership’s social media platforms. By harnessing the power of these outlets, you’ll foster new connections with potential buyers and cultivate the relationships that you already have with your existing customers.
That’s why the experts at Aspen Automotive are here to tell you more about the top social media strategies for car dealerships. Before long, you’ll be posting and tweeting your way to better brand authority.
Best Social Media Strategies for Car Dealerships
First, let’s understand a little bit more about the impact that your dealership’s social media presence could have on potential buyers. According to GoDaddy, seven out of ten consumers expect a business to have active, regularly updated social media accounts.1
With that kind of statistic at play, it’s apparent that running a healthy lineup of content-rich social platforms is crucial to the overall success and growth of your automotive dealer.
Now that we’re clear on that, check out these top social media strategies that’ll elevate your reach to new and current customers alike:
Get to Know the Team
For the most part, social media platforms, such as Instagram, should be used primarily to build relationships with your buyers and spread the word about your dealership.
Well, one of the best ways to nurture closer connections with your consumers is by helping them get to know the members of your automotive business’s team.
For instance, each week, you could feature an Instagram post of one of the sales professionals, service technicians, or anyone else who works at your dealership.
Then, add a short profile about their skills and a few fun facts about their lives, and there you have it: the perfect way to help your customers feel more connected to every member of your auto dealership.
Link Up with LinkedIn
If you think LinkedIn isn’t one of the main pillars of successful social media marketing, think again. A recent study showed that LinkedIn is 227 percent more effective for lead generation than Facebook and Twitter.2 Why is that the case? Due to the fact that LinkedIn is primarily used for business networking, there’s less content clutter—such as casual conversations, family photos, fun videos, etc. When less content funnels through a social media platform, it gives your dealership’s content a better chance of capturing the attentions of your leads. As a result, your marketing posts are more likely to yield a better response rate from your targeted audience.
Moreover, luxury car dealerships can more accurately target car buyers within their ideal income demographic. This allows your team to home in on the customers who would be most interested in purchasing a vehicle from your showroom.
Local News Updates (Especially, Traffic/Road-Related News)
Customers like to feel as though they’re cared about. Luckily, social media serves as a convenient way to provide your consumers with content that’s relevant to their health and safety.
Among all the social media platforms, Twitter is one of the best platforms from which you can keep your buyers updated on local news that relates to driving.
Things like seasonal road closures, accident reports, and detour routes are all newsworthy updates that you can post on your dealership’s Twitter account.
New Model Releases
Got a highly anticipated new model headed to your dealership? If so, your dealership’s Instagram is a perfect place to stir up excitement about the upcoming release. As the date of the vehicle’s arrival in your showroom nears, post weekly photos of the model with reminders on the exact release date.
By doing so, you’ll keep all interested customers in the know about when they should plan to visit your dealership. Plus, your consumers can comment back and forth on your post and tag their friends and family members, which ultimately helps spread the word about the new model.
Think about it: your dealership’s main focus is to promote … well … your dealership! That’s why running a brand video campaign is essential to any robust, automotive social media marketing campaign.
No matter what you decide to highlight within these videos, you want to make sure to target specific local towns by name. Doing so will create a direct link between car buyers in those specific areas and your auto dealership.
While branding videos work best on Facebook®, there are plenty of other social media platforms that support video, including Instagram, Twitter, and others.
To make your dealership stand out, consider creating an animated version of you next video. This adds a fun, informal feel to your dealership’s videos and helps you stand out from other dealerships in your area.
Customer Satisfaction Highlight
At the end of the day, your customers are most likely to trust the opinions of the car buyers who have left your dealership feeling satisfied. To harness the strength of their positive experiences, create a series of customer testimonial videos and post them to your dealership’s YouTube channel.
These posts can feature one customer or a few different buyers who all had a satisfying experience at your dealership. In addition, videos that feature B-roll of a customer’s test drive are always a hit with potential leads.
How to Incorporate an Automotive Social Media Strategy
After you’ve thought long and hard about some of the top social media strategies for car dealerships that we listed above, you’ll likely be eager to get started.
However, before you create Facebook®, Instagram, and Twitter accounts for your dealership, it’s crucial to set up a game plan. Start out with these steps:
Step 1: Consider your dealership’s current social media presence.
- Are we making full use of our current social media accounts?
- What types of content are we currently providing our customers and how can we improve that content?
- Are there other social media platforms we should join?
Step 2: Determine your target audience.
- What type of driver should I cater to when creating a social media post?
- Which demographics is my ideal customer apart of? (Location? Age? Gender? Household income? Occupation?)
- How do I customize our profiles’ posts to meet this audience’s needs?
Step 3: Choose your dealership’s goals.
- What areas of our business model need improvement?
- Are we looking to increase conversion rates, lead generation, clicks, social shares, or another type of metric?
- How will we measure the results of our new social media strategy?
Step 4: Decide which medium to utilize in your future posts.
- Will our targeted audience respond more to videos, images, interviews, or blog posts?
- Which medium should we use most on Twitter vs. Instagram vs. Facebook®?
- How will we track our content schedule?
Learn More About the Top Social Media Strategies for Car Dealerships Today!
At Aspen Automotive, we’re committed to helping dealerships across the country achieve their business objectives by tapping into the strength of a robust social media marketing strategy.
To increase customer engagement and promote an authoritative brand image for your auto dealer, it’s time for your team to get social by choosing an experienced automotive advertising agency. All you have to do to begin is give us a call or send us an email today!