In business and marketing, we’re taught about the importance of having a supply chain in which every member does their part to the best of their ability. When it comes to car brands themselves, they have manufacturers and suppliers producing the parts necessary to make a specific model, and from there those brands need a good distribution system to get their cars to dealerships’ showrooms. In the marketing and advertising branch however, there is a disconnect that begins on the local level, where dealerships aren’t carrying the marketing momentum via social media to their cities and states.
Social media marketing is unique because you can target your audience on a local and personal level instead of paying thousands on advertising for radio and television. With Facebook and Instagram you can get a good idea at what content works, draws the most interest and engagement, and understand exactly what the customer wants on a more personal level. Car brands have the power to distribute their ads on a national scale, while car dealerships are left with the daunting challenge to market locally, while also contending with other dealerships who sell the same car brands.
As I’ve said before, native content is extremely important. It gets the most engagement by fans, and is more likely to go viral than recycled content used by car brands and other dealerships. It’s rather interesting that car brands do post native content consistently, reaping the rewards, while car dealerships don’t follow the same marketing path. There is no excuse for this as dealerships have these cars in their showrooms and on their lots. They can take similar photos, posting interior and exterior shots of the car, creating a buzz and a desire to see the car in person by potential car buyers.
Facebook and Instagram are the most important social media marketing tools that make your native content go viral. By posting pictures of your best cars on Facebook, and then later on Instagram, you’re going to accumulate a following, both locally and even globally. The point of social media marketing is to get recognized. Prior to researching car dealerships in my area, I had no knowledge of their existence, especially those that were within a 20 mile radius. The prestigious dealerships are always well-known, but they also have a strong reputation of being the best in the area. For smaller dealerships, you don’t have that luxury, which is why social media marketing is vital to your business’ success.
Using social media to its full potential is crucial, and if the marketing is done right, it could pay dividends later on down the road. People always ask why dealerships don’t use social media, and it’s because they don’t see immediate results. But with hard work comes the reward. By putting in the time and dedication, you’ll see more engagement, followers, and interested customers. Remember, social media marketing isn’t a sprint, it’s a marathon, and by taking steps everyday towards the finish line, you will accomplish your overall goal: Selling more cars, and creating a close-knit community of loyal customers.
