Did you know that over 65% of the United States is on social media? Because most of the country is online, it’s easier than ever to connect with people who might buy from you.
As an automotive dealership owner, it is increasingly easy to reach your target audience — assuming you have the right content.
Reach Your Target Audience on Instagram
For illustrative purposes, say you own a used car dealership in your local town. There is a competitor down the street called “Jackson’s Quality Cars” that sells many used cars. Their Instagram account has over 10,000 followers. These followers are local community members who love cars.
You can “follow” their fans and get them to connect with your social media account. When you follow a user on Instagram, it is typical that they will follow you back. Once they do follow you back, they will see many of your future posts and advertisements you place on the social network.
Using this technique, you can quickly acquire many free followers and prospects.
How to Create Quality Instagram Content That Drives User Engagement
- Create high-quality videos to demonstrate the attractiveness of your cars.
- Post thirty-second video clips of the interior and exterior of your cars.
- Offer free test drives to visitors who make drive appointments.
Utilize YouTube to Build a Community of Car Lovers
YouTube, being the second most popular social media platform, is all about video.
Your goal on YouTube is to become an influencer by posting videos that entertain, solve problems, and influence potential customers to visit your dealership.
Post interesting facts about the cars in your dealership, stories about celebrities that owned them (if applicable), and helpful tips how to extend the life of a car. Your immediate goal is not to sell, but rather, to build a community. You can run cheap ads to YouTube followers offering a free test drive. Never ask people to pay for any service in your channel videos – your followers will get annoyed and abandon you.
How to Build a Following and Drive Sales on Facebook
Facebook pages are dead. With the 2018 organic update, you can bet that your Facebook page will reach very few people. However according to HunterWorx Digital Marketing Services, 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. This means now is a great time to build a Facebook group!
A Facebook group is a place where community members can connect and share their passions. It’s also less likely that you’ll be caught over-posting. Automotive dealership owners can create local groups for car lovers using the following name format: “The [City Name] Car Enthusiast Group.”
Inside the group, post content about the coolest cars you have at the dealership and encourage others to post about their vehicles. As you build a following, users will reach out to your dealership to inquire about cars you posted about in the group.
Use this strategy to replace the traffic you lost when Facebook updated their organic algorithm.
Social Media is about Community and Authenticity
Your ability to succeed on social media relies on your ability to authentically connect with your target market, build a community, and convert your followers into sales.
There are many ways to utilize social media. Once you have the basics down, you will learn what types of content your audience responds to. Focus on what works and remove the posts that do not drive engagement.