Social media marketing is more than a trend. In a recent study, it was found that car shoppers heavily relied on social media accounts more than car dealerships themselves. The study was conducted on 2,000 car buyers and 2,000 service customers, where 75 percent of car buyers and 68 percent of service customers claimed that social media platforms were more helpful when selecting a car dealership.
How do you make social media work to push for more sales for car dealerships?
1. Utilize Facebook’s Reach
Facebook has the most users out of all the social media platforms to date. As of August 2021, the website developed by Mark Zuckerberg has amassed 2.85 billion monthly active users—approximately a third of the world population.
On social media, more users mean more reach and engagement. Facebook may secure at least 84 percent of potential customers for car dealerships.
Targeting people on the platform looking for a car can be a sure way to address people ready to buy a new vehicle. Through Facebook’s filter system, marketers can filter out their target audience according to vehicle type, gender, consumer interests, and more. Over time, Facebook has transformed from a Harvard socializing website to one of the biggest marketplaces worldwide.
2. Promote Using a Single Tweet
Aside from Facebook, Twitter is an ideal social media platform to promote car sales. With its 192 million monthly active users, 63 percent of those are users aged between 35 to 65—ideal targets who might be needing a new car. In 2013, during the website’s early days, it drove $716 million in car sales. Until today, Twitter remains to be a popular choice for auto consumers.
More recent research found that 327,000 auto-related tweets are sent out daily—75 percent of which are about owning and shopping. By maximizing the website’s functionality and using keyword targeting, these facts can drive sales and improve how advertisers layout their advertisements on the website.
3. Millennials of Instagram
More than a social media platform for exposing a lavish lifestyle, Instagram has been the nest of millennials since its release. The photo-sharing platform, primarily used on mobile devices, provides a way to share a brand’s story creatively.
It’s easy to produce advertisements for Instagram as it uses a square format, which is great for curating messages for users scrolling through mounds of photos. Instagram also creates a sense of fantasy of the lifestyle we all want to live in. As a marketer, using that fantasy by promoting the cars in an imaginary setup can drive sales and inquiries for car dealerships.
4. Video Marketing on YouTube
YouTube has come a long way from being a video-sharing platform since its launch in 2005. Over the years, the company has implemented advertisements before or in the middle of a video uploaded. The ads generate more income for the company to sustain their creators in making high-quality content. But the move also allows marketers to promote products to a target audience.
A study found that 84 percent of car shoppers would watch an advertisement about a car or any vehicle if they are interested in buying one. Car consumers seek information on model comparisons, safety features, connected devices, workarounds, and other content to make a decision. In effect, marketers might want to focus on creating short yet effective ads for all the needed information.
5. Narratives on Social Media
Social media is all about telling a great story. It’s about the human connection made through every post. It’s also a perfect way to interact, reach, and engage with your audience to develop relationships and brand loyalty. It’s better to use social media platforms as a conversation channel rather than an advertising channel. Always try to humanize your brand—including the staff, even the face of the business.
Overall, social media has moved from being a platform to reconnect, reach out, and socialize with people you know. Today, it has become a platform that encourages people to buy products and support services that they need.
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