Are you a naysayer of Facebook marketing? Well listen up. Geez, even big brands like GM have chosen to opt out and crawl back to their safe place, so I won’t blame you if you run. Those who’ve seen the results of successful Facebook marketing know the opportunities are out there. You just have to do it right!
Most dealerships focus early Facebook marketing efforts on accumulating fans and aren’t picky about who those fans are. There’s a long-term value associated with being able to continuously communicate with and market to your local customer. However, dealers don’t want to add just any ol’ like. They want likes from their existing customer base and new customers in their primary market area (and their competitors’ PMA). Why? You’re not likely to sell or service a car to someone who’s a few states over.
What steps can you take to get the most out of your Facebook marketing?
• Reach fans and their friends. In March 2012, 15.2% of all U.S. display ads across the web were socially- enabled, up from 8.2% in November 2011. Growing likes is the first step to your success and Facebook ads are instrumental to your strategy.
• Relevance plays a huge roll in engagement. In this next step, dealers who engage more regularly, whether through a comment, like, share, or check-in, have a greater likelihood of being seen on their Fans’ News Feeds.
• Resonance. You must amplify your reach. Your Facebook Fans serve as the conduit to their friends. As they interact with your page’s content, they have the ability to reach dozens of their friends (and those friends’ networks). Many times, you’re able to double the reach of your page posts through Friends of Fans. This is where Sponsored Stories comes in handy. They spotlight a specific post you made and deliver Social proof to your audience.
Kathi Kruse is an Automotive Social Media Expert, Blogger, Author, Speaker and Founder of Kruse Control, Inc and can be reached via her or by dialing 714–251-6440.