18 August 2017
Influencer Marketing for Auto Dealers Explained
What is Influencer marketing?
Influencer marketing has been a buzzword in the auto retail industry for quite some time. Simply put, it is the spreading of positive views about your car dealership by influencers who have already gained a large number followers and huge credibility. This helps in quickly building your brand and pushing your sales targets.
Presently, influencer marketing is being gainfully implemented by only a handful of car dealers. For dealers looking for new marketing avenues, there has never been a better time to try their hands at it.
What is the role of influencer marketing in the auto industry?
Influencer marketing makes sense for auto dealers when their marketing plan is led by social media and online promotions.Influencers already have a huge and loyal following on social media who trust them, and all it takes is one post or tweet to send more leads your way.
What are the steps to improve influencer marketing?
Influencer marketing is a bit tricky, but not impossible to adopt by your auto dealership. For single showroom shops, local influencers and celebrities are the best bet, while it makes sense for big dealer groups to sign on national celebrities, since their marketing footprint is spread over a large area.
Here are a few tips to help your influencer marketing:
Be model and audience specific: Know and group your audience, and talk about one particular car model to that section of the audience.
Promote fresh and creative content every day: Create fresh content every day, which impresses the influencer and makes him or her talk about it on social media.
User-generated content works well: Offer a car to the influencer for a short road trip or test drive. As they drive and use with the car, they will take photos and short videos of their experience. These can later be shared on their social media pages.
Which famous brands are using influencer marketing and how?
Take a look at this list and see how most of the famous auto brands including Jaguar, Mercedes-Benz, Toyota, Cadillac, and others have used influencer marketing in the past few years.
Jaguar: Jacey Duprie, a top fashion blogger, promoted Jaguar on her Instagram and Snapchat profiles. The campaign received around 4000 likes.
Mercedes-Benz: Social media star Casey Neistat promoted Mercedes on YouTube and Instagram. A road trip photo with her Mercedes has earned around 63,000 likes.
Toyota: Louis Cole, a travel and adventure YouTuber, promoted Toyota on his YouTube channel. A road trip in California was sponsored by Toyota.
Cadillac: Nick Wooster, a top men’s fashion influencer, promoted Cadillac on his Instagram profile. A ride in a Caddy for a week, which was sponsored by the company, received around 11,000 likes.
Chrysler: Adam Gallagher, a popular men’s fashion blogger and with 1.5 million followers, promoted Chrysler on his Instagram profile to great effect.
Chevrolet: Natalie Saurez, a former model and now a big-time fashion blogger, promoted the Chevrolet Cruze on an online fashion portal.
izmocars: Last but not the least, an Audi dealer promotion done by izmocars with the Audi A3 as the "influencer” character received over 4000 qualified leads.
For more information on influencer marketing,