30 October 2017
With prospective car buyers increasingly relying
on their social networks for help and advice, social media is one of the most
powerful platforms for marketing your car dealership. In fact, 75% of car
buyers and 66% of service customers used social media and online reviews to
decide where to go. Showing up when prospective customers search for cars in
your local area is no more an option – it is a question of your very survival.
Here are some must-have social media marketing
skills for car dealers.
Ability to Create Valuable Content
It is a known fact that ‘Content is King,’
especially in all kinds of marketing, including social media marketing. Any
social media marketer should be well-aware of the value of well-scripted,
sharable content which solves problems for prospective car buyers.
Always be on the lookout for interesting content
ideas to use on your website, blog, and social pages.
Ability to be Creative
Your content is either interesting, or dead. Creativity
is the only way to capture the attention of your audience in less than 15
seconds and make them take an expected action.
It is proven that around 25% of social followers
unfollow if all they get is boring content.
Look for surprising and unexpected ways to get
your ideas and tips across. Never explain. Instead, inspire and invoke.
Ability to Video Shoot
90% of your online prospects watch car videos,
and videos engage prospects for a far longer time than any other content format.
Car dealerships need neither professional video
setups nor training to churn out powerful videos. Try shooting new model
releases with your cellphone camera. Video customer reviews are easy to create
Ability to Maintain Community Engagement
Car dealerships need to be good at maintaining
and interacting with their communities. Valuable and relevant information should
be shared with them regularly.
This will keep the followers engaged and will
also make them comment on it. It is the dealer’s responsibility to respond to
these comments promptly.
Ability to Automate and Schedule Posts
It is not feasible for most car dealerships to
stay online 24x7. The best way out is to automate and schedule posts. Make use
media management tools like Hootsuite, SproutSocial, etc. to get this
Ability to Set-up Paid Ads
Even if your car dealer website is driving a good
amount of traffic, paid advertising helps to boost conversion rates.
Setting up paid social media campaigns is a
skilled process and a must-have skill for dealerships aiming for higher
Ability to Take Care of Analytics
In social marketing, it is important to know what
is working and what is not, and analytics can get you the numbers instantly.
Social Analytics also help you to decipher consumer
attitudes and gives a fair idea as to what attracts and motivates car buyers. Interestingly,
this differs widely from car to car.
Ability to Respond to Customers
A compelling social presence means you will have
a lot of questions waiting for you. Questions will keep pouring in by the
It is the responsibility of the digital marketing
team in every car dealership to quickly respond to questions, and drive
potential customers further into the sales funnel.
For more information on must-have social media
marketing skills for your car dealership, Contact Us