The Spidersnet Learning Hub is the number one resource on the web that is 100% dedicated to educating car dealers in the world of online marketing. Our team of experts have worked hard to create a wide range of guides on a variety of topics. Today, we are going to be talking all about Facebook and how important it is to car dealers.
Some of you may have no clue about Facebook and how it can be used to great affect. But fear not, as we will teach you all you need to know in this handy, informative guide. There may be others out there who are already nailing this aspect of social media, using Facebook to raise brand awareness and drive new leads. This is fantastic, but we would still advise you to have a read of this guide, as it might offer some added insight into other ways in which Facebook can help boost your business.
Read more car dealer marketing advice today!
WHAT IS FACEBOOK ALL ABOUT?
Due to its huge scale popularity, and the modern world’s ever-growing online presence, Facebook has become ingrained in modern culture. It’s where people interact, share photos, share videos, read up on the latest news, get updates from organisations they follow and search for their next purchase. This is where Facebook comes in handy for car dealers!
An active Facebook account dedicated to your dealership will allow you to be…
- Discoverable – When people search for your business on Facebook, they will be able to find you. This is important!
- Stay connected – You will be able to interact with current and potential customers alike. They will be able to read your posts and share them with their friends and speak with you directly through comments.
- Reach large groups quickly – Providing you have put the effort in to build a following, you will be able to use Facebook efficiently to reach out to large groups of people quickly.
- Insights – Facebook’s inbuilt analytics will allow you to gain a deeper understanding of your customers and how successful your marketing activities have been
Want to know more about Twitter? We’ve written a similar guide to this one about Twitter. Read this guide here now.
HOW TO SET UP A FACEBOOK PAGE
1. Create your page from your account
First up, you need to log into your personal Facebook account – if you don’t have one, you will need to set up a personal log in first. Once logged in, you need to click on the arrow in the top right corner and select ‘Create Page’ from the drop down menu. See below for an example of this.
2. Choose the category that you require
Once you have selected ‘Create Page’ you should then select the type of page that you are in need of from the categories listed below. Seeing as most of you who are reading this are motor dealers, you will want to select ‘Local Business or Place’.
3. Fill in the relevant details
You will then be presented with fields to fill in – again see below as an example of this. You will want to ensure that all of your information is filled in correctly.
4. Complete the profile information
After you have filled in your important details you should complete the rest of your profile. Add in a description on your page and your web address too.
5. Get your page looking sharp!
You should then add a profile picture – we suggest your company logo – and a cover image. Your cover image needs to be 851 pixels by 315 pixels and is not allowed to include more than 20% text. It is the perfect place for you to sell your business to anyone who lands on your page.
Take a look at the Spidersnet Facebook page for an example of a good looking profile…
GET FRIENDS AND CUSTOMERS ON BOARD
Once you have asked your old customers to like your page, you should start asking any new customers that come your way to do the same. You should do this whilst they are in the showroom, and include links to your Facebook page in your email signature. Basically, take every opportunity you get to try and grow your following.
Spidersnet client Fouracres of Thorney have taken to posting pictures of their customers with their new purchases on their Facebook page. If you choose to do this, you should ask them if it is OK to post the picture to Facebook. That way they’re bound to head over to your page to see their picture. And whilst they’re there, they might end up liking your page.
TIME TO START POSTING
If daily posting seems a bit unattainable at the moment, then you may want to consider signing up to Hootsuite. This is a fantastic online tool that allows you to pre-schedule your Facebook (and Twitter) posts in advance. Using this tool you could sit down on Monday, schedule in a week’s worth of posts at once. However, you will want to keep an eye on your account in order to respond to questions and comments – more of this later.
Now, this may seem a bit obvious, and we don’t want to sound patronising, but people on Facebook will want to see interesting posts from your page. If they don’t then they will likely get bored and eventually unfollow your page, meaning they will no longer receive your posts.
Make sure that you are posting links to informative articles, funny videos, stylish pictures and the like. Think to yourself ‘would I want to see this?’ And if the answer is yes, then you should be fine. Fun and entertaining content is what Facebook is all about, so make sure you are keeping your followers on your page with interesting, informative and funny posts!
Here is one such post from Spidersnet client Cars of Portsmouth – see image below.
Industry relevant posts
Whilst posting funny photos and videos is a good idea, it is very important for you to remember that you are a car dealership. Therefore, you should try and post things that are relevant to your industry. You should be posting links to industry related news articles, features about the latest cars being released and other things along these lines.
Now, this is the reason you exist as a business. Your motor dealership is set up to sell cars, vans, motorbikes or whatever other vehicles you have in stock. It is for this reason that you should occasionally post stock to your Facebook page. If you do this, make sure you select nice looking vehicles and have well taken, crisp photos included in your post. Facebook is a very visual medium, so posts with darkly lit, dull photos may well be overlooked.
Make sure you don’t spam your followers. Some dealerships take to Facebook and post constant stock updates. This might bring in some leads initially, but in time it will become spammy and dull. Make sure that your stock posts are mixed in with all the other suggestions on this list and all will be well.
Updates from the dealership
One thing that Facebook allows you to do, is give your dealership a bit more personality. You can post things that will allow potential customers the chance to get to know your staff and see the people behind your business.
It is worth remembering that most of your customers, in general, will be from your local area. Therefore, a sprinkling of posts relating to local news and events would be a nice way to engage your audience and show that you have your finger on the pulse when it comes to your home town.
If you see some local news that you think your followers may find interesting, then why not repost it to your Facebook page? This is even better if the news is related in some way to the motor industry. As with all of these suggestions, so long as you are varying your posts, and keeping things fresh, your followers will remain engaged.
MAKE SURE YOU INTERACT
Respond to people
One very important part of Facebook, and social media in general, is responding to people. If someone posts on your wall with a question or a complaint, it’s important that you respond in a timely and professional manner.
As well as complaints, Facebook is also a great way for potential customers to ask you questions. This means that someone who is considering visiting your dealership can touch base first and ask you for some extra information. If you write a friendly reply and offer them all of the info that they’re after then they might just pop along and end up becoming a new customer!
Join in on discussions
Whilst it’s important to ensure that you’re responding to, and commenting on, posts on your page, it’s also a good idea to join in on other people’s conversations and debates.
Keep an eye out in your newsfeed for interesting posts and if you feel like it, comment on some in order to get your dealership’s name out there. This is great for brand awareness as you are entering into friendly discussions with businesses and people based in your local area. It’s always good to have a dialogue with your target audience, even if the topic you are discussing is not related to the buying of cars. This allows you to show your dealership’s human side, and etch your business into their memory.
Sharing other people’s posts
If you ever see a post that you feel your users will find useful or interesting, then make sure you share it. This is a great way to offer fresh new content to your audience, but in doing so you are also building a relationship with the profile that originally created the post. The original poster will get a notification and may end up liking your page, or sharing one of your posts in the future.
Car dealers on Facebook need to work towards nurturing relationships. By doing this you can increase your reach as other pages may end up sharing your posts to their audience, exposing your brand to a whole host of new people. And by increasing your reach, you are increasing the number of potential customers who come into contact with your brand.
A good Facebook competition could be the perfect way to get your brand in front of a wider audience and possibly increase the number of people who like your page. If you offer servicing and repairs then why not offer these as a prize? If you have nothing that you can offer yourself then you could always strike up a relationship with a local business and offer one of their services as a prize. Why not get in touch with a local restaurant and offer them something in exchange for a ‘dinner-for-two’ that you can then use as one of your competition prizes?
- Make sure your page is looking good! Your Facebook profile page should give people a good first impression of your dealership!
- Be sure to respond quickly and professionally to all comments, posts and complaints that are aimed at you.
- Don’t focus all of your attention on merely posting pictures of your stock!
- Post a variety of things to your page ensuring that it is never stagnant or spammy.
- When posting pictures of your stock, ensure you have taken nice looking, stylish photos.
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