It’s 2022, and close to 4.5 billion people worldwide are on social media. The number is expected to touch the 6 billion mark by 2027. Needless to say, there will be people among these billions planning to buy cars which emphasizes the importance of building a robust automotive marketing strategy for social media.
In fact, 75% of buyers claimed that social media was one of the significant sources that helped them finalize the car they wanted to buy and from where.
That said, social media marketing for car dealerships plays a significant role in influencing a buyer’s decision. This is perhaps because – out of all the people who purchase automotive products from the internet, 22% use social media as the primary source for shopping.
How do car dealerships use social media as their core strategy?
Social media platforms are the best opportunity for dealerships to connect with potential customers, especially when it comes to connecting with millennial buyers.
Building a winning social media marketing strategy for a car dealership is much more than just running ads on Facebook, Instagram, Twitter, etc. It goes beyond just generating leads – garnering trust and building relationships with potential buyers is highly crucial as well.
Auto dealers always look for new ways to reach customers and promote their businesses. One way they do this is by sending out emails with information about discounts and special offers. This email content gets an even bigger audience when shared on social media, making it a great way to reach potential customers.
Why is social media important for the automotive industry?
Long gone are the days when consumers only used social media for fun and entertainment. These days, people rely heavily on social channels for product information. In fact, for Gen Z, a platform like Tiktok has now become their new search engine.
With that being said, these are some of the benefits that social media caters to the automotive industry –
For dealerships, the mobility of social content means that potential customers can consume the content, irrespective of the place and time. This allows them to browse and finalize the car they want to buy and from where.
As mentioned before, potential customers may not think of going to a dealership’s website alone, but they might see an ad on a YouTube video or on their Twitter feed.
Social media campaigns give you the opportunity to connect with a group of people who might not have considered your dealership otherwise.
- A human touch
Though dealership websites are essential, they can remind some visitors of salespeople, which can turn them off. People are more likely to engage with social media posts that feel personal and intimate, rather than feeling like they are being targeted by a faceless corporation.
How has social media changed the automobile industry?
The car industry has been using social media to promote its products for a while now. But as technology advances, the automotive industry is starting to use the best of what social media has to offer.
The research shows that 50% of recent car buyers only visited one dealership before purchasing. This means that it’s more important than ever for dealerships to have an online presence that is informative and easy to navigate.
Social media users are not at their peak.
With more people researching online, the social media landscape will only become more prominent. Therefore, it is essential for every car dealership to have a solid online presence.
Automotive Social Media Marketing- Strategies That Always Work
Social media campaigns for car dealerships can generally be classified as either organic or paid.
An organic campaign would entail simply posting content to your channels that would be visible on a customer’s feed.
On the other hand, paid social media involves displaying ads on platforms like Facebook, Twitter, and LinkedIn.
The purpose is to reach a target audience with specific interests.
If you’re wondering how to grow your presence on different social media platforms, we have your back!
These are some of the Social Media Marketing ideas for car dealerships that might help in this regard, to bring in more potential customers –
1. Targeting Customers on Facebook
Facebook is a great place to target your potential car-buying consumers. This is because 84% of car buyers are using Facebook already, and over 24% have used it to purchase a vehicle.
You can create ads that specifically target people in your geographic area. You can further narrow down your target consumers by vehicle type, consumer interests, and other factors.
2. Video Marketing on YouTube
As per Oberlo, around 73% of consumers say that they prefer watching videos before making a car-buying decision. This indicates that video is an increasingly important part of the car-shopping process.
You can help steer those people to your content and brand by posting videos on social media. In this regard, a tool like 360-Spin could help create walk-around videos within minutes.
3. Storytelling on Social Media
Today, it is not sufficient to post anything on social media. You need to create a hyper-personalized experience for the user to feel a connection with your brand. One powerful tool in this regard is storytelling.
By sharing experiences and humanizing your brand, you will be able to develop relationships and loyalty with your audience.
Pro tip: Post High-quality Pictures
The popularity of Instagram among millennials and Gen Z proves shoppers are no longer interested in simple photos. More than 70% of the users are aged between 13 and 34 years. And they prefer interacting with quality and aesthetically rich photographs. Thus, high-quality photos can help capture the eyes of your prospects and later convert them into buyers.
In this regard, using Spyne’s AI-powered photoshoot and image editing platform to edit cars’ pictures could help.
The automotive industry clearly stands to benefit from Social Media Marketing in terms of visibility, leads, and sales. However, it is critical to maintaining the SMM strategies throughout.
As you start to build a following on social media, it’s essential to keep up the engagement. If you go for too long without posting or responding to comments, your followers will start to lose faith in you.
Remember that when it comes to your digital presence, you have a limited window of opportunity to engage with potential customers. If you don’t take advantage of it, your competition will.