Social Media Strategies For Car Dealerships

by Marsh Finance on Sep 2, 2024 1:25:41 PM

Key Summary

We've put together a playbook for car dealerships to take their social media game to the next level.

Pick your spots: only focus on the platforms where your customers are most likely to be.
Figure out your purpose: set some clear goals before starting.
Mix up the content: have a variety of different posts on your account. Customers don't want to see the same stuff over and over again.
Make the most of the platform's features: use the benefits different apps offer to elevate your content to another level.
Be real: being authentic is great. It shows you as a relatable, friendly face, at a time when AI content is everywhere.
Offer insights: You're not just their to sell, you're there to connect. Consider what content can be informational as this can build trust for the future.
Be consistent with your posting.
Make use of paid ads: consider paying to get your posts to more people.
Always analyse: the numbers don't lie. Make use of data to see what's working and what isn't.

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.

👉 Pick Your Spots
👉 What’s the Goal?
👉 Mix Up the Content
👉 Lean into the Platform’s Features
👉 User-Generated Content is Gold
👉 Top of the Funnel Stuff
👉 Get Personal
👉 Stay on Schedule
👉 Don’t be Shy About Paid Ads
👉 Keep an Eye on the Metrics
👉 Free Compliance, Sales, and Operation Efficiency Consultancy Service

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.

A laptop with 'content' written on and small infographic style icons surrounding it.

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.

A digital image depicting a funnel, with blue glows coming out of each level.

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.

An empty advertising board against a blue sky background.

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.

Topics: Dealership Support

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