Make it Count: Five “Must-Dos” for Your Dealership’s Facebook Page

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Social media is a great way to engage, retain and moti­vate your dealership’s cus­tomers, but being tru­ly effec­tive in grow­ing your audi­ence and gar­ner­ing engage­ment requires more than post­ing inven­to­ry pho­tos and pro­mo­tion­al sta­tus updates.

When and man­ag­ing your pres­ence, these tips can help ensure your social media pres­ence show­cas­es your val­ue and rep­u­ta­tion.

• Face­book “must-do” #1: Tell Your Sto­ry

Visu­al and writ­ten con­tent mat­ters when it comes to mak­ing a good impres­sion. Make sure there’s some­thing mem­o­rable for your cus­tomers to see by upload­ing an eye-catch­ing cov­er pho­to, as well as a pro­file pic­ture that makes it easy to iden­ti­fy your store at a quick glance, like your logo. Check out Facebook’s to ensure the graph­ics will appear as you intend.

Next, fill in the “About” sec­tion. This sec­tion does more than state your loca­tion or hours – it’s your chance to tell poten­tial shop­pers why they should buy from you.

•  Face­book “must-do” #2: Build Your Audi­ence

Cre­at­ing con­tent for your Face­book page reach­es more cus­tomers when you active­ly grow your fan base. Start small by get­ting friends, fam­i­ly and deal­er­ship employ­ees to “like” your page, then tran­si­tion into obtain­ing cus­tomer “likes” by adding an icon to your web­site and email sig­na­ture, inte­grat­ing social con­tent with your adver­tis­ing and post­ing sig­nage at your store. Mobile cus­tomers can even text “Like” and your dealership’s unique Face­book name (typ­i­cal­ly the text after www.facebook.com, such as “Deal­er­AD­van­tage” in www.facebook.com/dealeradvantage) to 32665.

• Face­book “must-do” #3: Give Your Cus­tomers a Shout-out

It’s a fact: Peo­ple like to share good news. Use that to your advan­tage and help your cus­tomers brag about their vehi­cle pur­chase, increas­ing your dealership’s expo­sure in the process. Use your smart­phone to take a pho­to of each cus­tomer with their vehi­cle just before they dri­ve off your lot and ask them for per­mis­sion to post it to your dealership’s Face­book page. If they agree, encour­age them to “Like” your page, tag them­selves in the pho­to and share it to their own page, mak­ing it easy for them to share the good news with their friends and fam­i­ly.

Doing this broad­casts the pho­to to your cus­tomers’ net­works in addi­tion to the fans you already have, ampli­fy­ing your reach and poten­tial­ly earn­ing new “Likes” via your cus­tomers’ net­works.

• Face­book “must-do” #4: High­light Your Com­mit­ment to Your Com­mu­ni­ty

If your deal­er­ship sup­ports local char­i­ties and com­mu­ni­ty groups, use Face­book to share your con­tri­bu­tion and raise aware­ness. Recent data rein­forces that car deal­er­ships are a cru­cial and pos­i­tive com­po­nent of local economies. In fact, the aver­age deal­er­ship hired 3 new employ­ees last year. As with any suc­cess­ful busi­ness, peo­ple will love to hear about how your store gives back. By post­ing pho­tos and tag­ging spon­sored orga­ni­za­tions, your dealership’s local involve­ment will res­onate with its online com­mu­ni­ty.

• Face­book “must-do” #5: Be Valu­able

Many con­sumers fol­low brands’ Face­book pages for spe­cial deals, but pro­vid­ing incen­tives that tru­ly inter­est your audi­ence is key. If you’re post­ing about a spe­cial pro­mo­tion or sale, do your best to make it worth­while – “$5 off of an oil change” may turn some heads, but cus­tomers may find “$5 off of a ser­vice bill of $400 or more” less inter­est­ing, decreas­ing the val­ue they feel they receive by being con­nect­ed with your store over­all. Test your audi­ence and mod­i­fy incen­tives based on engage­ment. Also, focus on ser­vice and trade-in offers, since many of your fans are like­ly cur­rent cus­tomers. Check out our tips for using Face­book Offers . Though there’s no lim­it to how cre­ative you can be with your dealership’s Face­book page, fol­low­ing these five tips will set your deal­er­ship up for suc­cess.

The experts at can be reached at [email protected].

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