Is “Social Media” effective when it comes to marketing and selling cars? That is a question that gets asked every day by dealers across the country. Unfortunately, the answer is both yes and no.
The fact of the matter is that most dealer principles and GM’s do not use Social media themselves so it is fair to say they probably are not going to know how to leverage this medium to “sell more cars”. Some dealers use the shotgun approach and post all of their inventory while others post vehicles more sporadically both of which will produce almost no results.
To sell cars via Social Media is somewhat of a misnomer since the most effective way to generate more sales is NOT to post your inventory at all (there are some exceptions for classic and exotic car dealers), but instead use it to build your brand, dealership, confidence and ultimately a following.
Your content should inspire, inform, entertain while showcasing the buying experience (video testimonials, video test drives etc.) and not sales. This is the only proven method to date that can identify an actual ROI. The better the content the more likely you will be able to stay in the mind of your customer base; meaning they will not “hide” your posts from their news feed.
Social Media should not be used to target the customer that is looking to buy a car today – that is what your website is for (you are showing up on the 1st page of Google correct?). Social Media is used to build a relationship with potential future customers within your local marketplace so when it does become time for them to buy a car they know which dealership to visit first.
If you do not have the time knowledge or resources to dedicate to building a successful Social Media marketing campaign, then please give us a call and we will be happy to set up a free consultation.