A Facebook page gives your dealership a social media marketing voice and a presence on many different platforms, including mobile, so you can interact with your consumers instantly with the click of a button. Over 1.4 billion people visit Facebook every month—and more than 900 million check Facebook every day. Facebook can help you reach the people who matter most to your business, including already-loyal customers as well as potential customers. Many dealership managers are already utilizing Facebook but don’t realize what a Facebook page can do for their business. If you follow these steps, you’ll be on your way to finding, engaging, and expanding your market more efficiently than ever before.
1. Build a fan foundation.
As a dealership manager, it is imperative you set the example as a brand advocate for your employees. An important step to take, while also identifying your audience, is to invite your own friends, business contacts, and family to like and share your Facebook page. The people in your life should be more than willing to support you by doing so, helping you establish credibility and spread the word right off the bat.
Once you’ve discovered parts of your social media marketing solutions through your own network, growing your audience should involve leveraging your customers’ connections. A recommendation from a satisfied customer can work wonders with regard to expanding your dealership’s market. This is why your dealership needs to create an amazing customer experience, not just at your rooftop, but online as well. On your dealership Facebook page, this means being active, having one-to-one conversations with your customers, and promptly responding to questions and reviews. All of this equates to building strong relationships with your already-connected audience so they may like or share your page, read, like, and share your posts, and invite their friends to do the same.
2. Create valuable content.
A Facebook page can be just as influential as an in-person experience at your dealership, so creating content that is useful and helpful is a must. People are more likely to respond to a message crafted just for them, and in order to meet this need, you’ll want to discover what matters to consumers. To determine what consumers need from your dealership, think about what types of consumers are most likely to become your customers and ask yourself what your ideal customers have in common, where they are located, or what problems your dealership can solve for them. Once you’ve answered those questions, creating content that is relevant to them should be a piece of cake.
The next step is actually generating social posts for your page. Through your dealership Facebook page, you have the ability to let customers know the latest information about your products and services by adding photos, videos, and updates. Remember to be authentic and share what you’re genuinely excited about. Consider sharing things like new promotions, walk-around videos showcasing innovative vehicle features, event invitations, afterglow articles highlighting events you’ve sponsored, or any other things you’re proud your dealership has been a part of. When you show enthusiasm through your Facebook posts, your customers are more likely to be excited, too.
3. Measure success and adjust.
Once you’ve discovered how to increase the size of your market and create an engaging social media strategy on Facebook, the next step is to measure how well you’re doing. Measuring your success will help you better understand your audience, so you can make your page more appealing and continue to effectively connect with customers.
Facebook has many tools to help you measure how you’re doing, but you have the capability to measure your Facebook success on your own. The simplest way to do this is by measuring your following on different dates. Let’s say you decide to measure your following on the first of the month by noting the number of fans you currently have. At the beginning of the next month, note how many new fans you have gained during that time period. If not much changed during the month, or if you are looking for an even bigger increase in your Facebook numbers, encourage your employees to invite others to like your page, hand out fliers with your Facebook web address on it, or have front-line employees tell visitors to find your dealership on Facebook.
Now that you have a general idea of how your dealership’s Facebook page is running, find out what your fans like best about your page. The easiest way to do this is by analyzing the social media posts that received the most engagement. If you notice one of your posts was shared, liked, or commented on more than others, use it as a guideline so you can maximize the impact of posts in the future. You should make note of how often you posted and how quickly you responded to customer reviews or inquiries, because this can also have an impact on your fans.
Just remember, your dealership’s Facebook page is an extension of your business. It’s an easy way to share updates, news, and promotions with your market while also generating brand recognition. Your market success on Facebook depends on your willingness to create posts that are relevant, helpful, and valuable to your consumers. In return, your dealership will be the first place your followers send friends and family to buy or service their cars—and the first place they go themselves.