Have you ever questioned whether or not your dealership could benefit from a social media marketing strategy? Allow us to remove all doubt by answering your question with a yes—social media is a great tool to drive repeat business and attract new customers. But like any tool, there are some right ways to use it—and some that aren’t so right.
What is social media?
The term “social media” has become a rather ill-defined term over the years. But when we speak of social media, we’re specifically referring to any website and application that enables users (business, individuals, etc.) to create and share content, such as Facebook, Twitter, and Google+ as well as review sites such as Yelp and DealerRater.
The Internet puts a wealth of information right at consumers’ fingertips, but that information can be difficult to parse through. The sheer volume of content online has made it easier for consumers to access information, but it provides considerable challenges for dealerships hoping to get their content in front of customers.
The following guide was designed to help you achieve those goals. It outlines the steps necessary to get the most from your social media marketing, and explains why these steps matter.
Rule 1: Post often
Your website should be a rich source of content for prospective customers, providing the in-depth information they need to see why your dealership is the best choice. However, simply waiting for customers to find their way to your website on their own is not enough. If you build it, they won’t necessarily come…but you can lead them there.
Posting and sharing content to your social media channels is an important part of an effective social media strategy. To ensure your content doesn’t get lost in the shuffle, we recommend regular posting (multiple times per day) on social media.
Doing so provides a way to extend the visibility of your content and get your website in front of an audience that’s actively engaged in discussion around your brand and services.
When you share content about the importance of regular oil changes or the features of a recently redesigned model, you’re giving prospective customers a taste of what your dealership is all about: a trusted automotive partner with the resources to make buying or servicing their vehicle simple.
Rule 2: Maintaining consistency is crucial
Imagine for a moment that the address, email, and phone number listed on your business cards were slightly different for each card you handed out. Not only would this look unprofessional, it would also cause confusion among your customers.
Now think of the different social media sites (Facebook, Twitter, Google+, Instagram, etc.) as digital business cards. It’s important that the information customers see – hours of operation, addresses, or other information on your review and social media sites – is correct or “optimized” across all channels. Even missing, outdated, or mis-sized images can create confusion or mixed expectations for prospective customers.
Rule 3: Establish and maintain SEO strength
Poorly optimized social media pages don’t just create confusion for customers, they also hurt your dealership’s Search Engine Results Page (SERP) ranking. Search engines look for NAP (Name, Address, Phone) consistency across your online channels. When data is inconsistent, search engines view your site as unreliable and may penalize you in search results.
If your website isn’t showing up at the top of a customer’s search result, your dealership could miss out on a potential lead or, worse, a potential customer. Ensuring optimization across social sites, along with posting frequently, is crucial to locking down the first SERP.
A new generation of consumers
Today’s customers are looking for a personalized shopping experience. That is especially true for automotive purchases. Just behind purchasing a home, buying a car is the second largest purchase a consumer will make, so it stands to reason that customers want to make that purchase with confidence.
With a thoughtful social media strategy and a properly optimized online presence, customers are more likely to identify your dealership as one they trust. By following the rules outlined above, and understanding the role of social media in your dealership’s overall marketing strategy, you’ll be better equipped to greet and lead customers along the sales path.
3 Birds combines these services and more in our Engagement Accelerator, a full suite of fully managed automotive social media marketing and online reputation management solutions. Click here for more information.