With most customers now beginning a search for their next car online, a smart-looking, easy-to-use website that’s regularly updated is a must for your business. But to truly engage with customers, retailers should adopt a strategic approach to social media that prioritises authenticity, engagement and entertainment. With this in mind, here are some ways you can help make your car dealership more “social savvy”.
Choose your channels wisely
It’s difficult to keep up with the number of social media platforms. You’ve got the big hitters such as Facebook, Instagram, X (formerly Twitter) and LinkedIn, of course. But as video is now so important, you also have the likes of TikTok and YouTube to contend with.
All these platforms have a huge user base, each with a distinct demographic. The average age of users on Facebook is reportedly 40 years’ old, the average age of LinkedIn users is 45, but TikTok has a significant number of teenage users.*
Understanding your target audience is crucial, but it’s equally important to grasp the types of content that perform best on each platform. TikTok is a fantastic tool for reaching a younger audience with engaging video content, but creating it takes significant time. LinkedIn and X, on the other hand, are excellent for sharing news and interacting with customers. However, consistent and regular posting on both is essential for ensuring your dealership’s voice is heard above the noise and your messages leave a lasting impression.
Decide what you want your business to be known for on the various platforms, calculate how much time and resources you can put into social media and then simply test the water. Focus on one or two platforms to begin with before trying others as you start to see results.
Get creative (and interact)
Many businesses make the mistake of only using social media to promote and sell stock (the shop window option). But given that actual users are typically on relevant platforms to interact with fellow users, to learn something, be entertained or, in many cases, reach out to businesses, it’s wise to ensure yours has a social presence.
A quick, speedy response to a customer enquiry shows that you offer a comprehensive service and that you genuinely care for your customers. Equally, you can share jokes, photos and videos of work events and engage customers in a discussion about the latest hot topic in the office, all of which humanise your brand and convey the personality of the people who make your business.
The types of content you post could be the difference between someone engaging with your brand or ignoring it altogether. Here are just some of the things you could post about:
- Meet the team – authenticity is crucial in the digital age. Showcase the real faces and personalities behind your dealership.
- Be transparent about pricing, financing options, and vehicle history. Respond to negative reviews with professionalism and empathy, demonstrating your commitment to customer satisfaction.
- Customer testimonials – if you’ve had a particularly positive experience with a customer, it’s always worth sharing.
- Post about events, car trivia, deals and promotions and maybe comment about the latest viral trends and/ or pop culture and associated events. By consistently sharing engaging content and interacting with followers, you make your brand more visible and memorable.
Consistency is key (and other tips)
Use a consistent brand ‘voice’ on all your social media channels as it gives your business a stronger, more recognisable identity which allows you to stay competitive. Post at times when your audience is most likely to be online. Where reasonable, use visuals to capture visitors’ attention and to make your posts more engaging. Always remember how useful hashtags can be, as they centralise posts about a specific subject in one area, making them easier to find.
Embracing digital and extending your Facebook reach
By implementing these strategies, used car dealerships can effectively engage with customers, build a strong online presence, and ultimately drive business growth. In today’s digital-first world, embracing the power of the internet is not just an option, it’s the road to success.
Social media is great for reaching customers but there are many ways to extend that reach. Modix AdBox Search drives high-quality lead generation by displaying your vehicle inventory through Google, using pay-per-click advertising, and enabling automated bidding on any vehicle, 24/7.
Similarly, Modix AdBox Facebook Retargeting sends ads to car buyers who have previously engaged with the vehicles on your website before continuing their car-buying journey. With an audience of around 2 billion people, Facebook provides a great platform to encourage consumers to revisit your website with a higher intent to purchase. Learn more here.
*https://sproutsocial.com/insights/new-social-media-demographics/
Did you know…
that more than a quarter of vehicle retailers admit that between 90 and 100% of their sales involve at least one online interaction? With that increasing demand, comes an expectation that the experience will be “simple and joined up”. With this in mind, can you say that your website is meeting that demand? Read more about how retailers are keeping up with customer needs when it comes to digital retail here.
