If your business doesn’t have a solid and consistent social media presence in this digital day and age, it’s falling behind. This is especially true for car dealerships. Sure, the high-energy TV ads and giant inflatable men that dance in the wind are fun, but social media for car dealers should be a top priority. Having a strong social media strategy can help drive sales, stand out from competition, and grow your audience as you engage with them effortlessly. Building an effective social media presence is often easier said than done, however, which is why we are going to break down everything you need to know about the world of social media for car dealers. 

Importance of Social Media for Car Dealers

Using social media, and using it properly, is crucial for any business, but it is especially vital if you’re looking to succeed in the highly saturated automotive market. While more traditional, analog methods of marketing, like billboards, might drive business on a more local scale, social media will greatly increase your ability to reach a wider audience of potential buyers.

Buying a car is a big deal. It’s not a purchase most people make on a whim. A lot of time and research goes into the process, and most of that research starts online, especially on platforms like Facebook, Instagram, and even TikTok—all important tools when using social media for car dealers. Over 70% of car buyers use social media to help them in some way with the purchasing process. People in the market for a new car will want to do business with the most knowledgeable, responsive, and trustworthy dealer; with social media, it’s easier than ever for consumers to determine which dealers meet those standards. Social media makes it easy for your dealership to establish a sense of trust with consumers while conveying your brand voice and image.

Effectively Utilizing Social Media for Car Dealers 

There are many moving parts to consider before you dive into using social media for your car dealership. Anyone can use social media willy-nilly, but using it in a manner that positively impacts your business requires a bit of forethought.

Identify your audience

First off, you need to identify your target audience. Which demographics are you primarily trying to reach? Do your vehicles appeal to a certain lifestyle? Is your audience looking for luxury, or are they looking for something more affordable? Are they looking for form or function? These are all key things to consider before you start developing a social media strategy.

Use the proper platforms

Once you have your target audience nailed down, you want to figure out what the best channels are to reach them. Facebook and Instagram are safe bets due to their popularity and heavy focus on photo and video content. If you’re looking to appeal to a millennial or Gen Z audience, it might be wise to market on TikTok as well. 

One of Our Fav Examples

Shakur Auto Group has posted several videos to TikTok with one of their older salesmen reading a script comprised of common Gen Z slang and terms. He highlights all the attributes of the car while appealing to the younger audiences that primarily occupy TikTok.

{Link the tiktok vid https://www.tiktok.com/@shaker.auto.group/video/7413865357489868063?is_from_webapp=1&sender_device=pc&web_id=7434576790897739294}

Customize your content

Of course, when you’re selling cars, there’s a possibility that you are marketing to a wide range of audiences. If that’s the case, it’s smart to take content and adjust it accordingly to which medium you’re posting on. Instagram and TikTok are great platforms for short-form content, while Facebook and YouTube are better for long-form video content. Regardless, it’s important to post varying types of material across many platforms. Utilize respective “story” functions, post visually appealing photos and videos, and have a personable and knowledgeable tone when creating text-based posts. Tailoring your content to each platform while also maintaining a consistent brand image and voice is crucial for reaching a large audience and remaining recognizable.

Use Calls to action

No matter which medium you choose to focus on, it’s always a good idea to use a CTA (call to action) that will entice customers to take a closer look at what you have to offer. Include links to your dealership website, buttons leading to in-depth videos about your inventory, and anything that will encourage viewers to engage with your content rather than just doomscrolling past it.

focus on deals and specials

Like I mentioned previously, buying a car is a big-time decision. People will often keep an eye out for insurance discounts, extended warranties, deals, and/or promotions, so if your dealership offers any of these, highlight it! 

Interact with your audience

No matter which social network you believe is most effective for your dealership, engaging with your audience is always a must. Being attentive, responsive, and timely will let consumers know their voices are being heard and that you want what’s best for them as a car dealer. Buying a car can be a lengthy process, so be there to assist them each step of the way, from pre-purchase to post-purchase. One of the best ways you can interact with your customers is by posting pictures of them alongside their new vehicles to celebrate both their momentous purchase, and your significant sale. On the other hand, it’s also essential to acknowledge negative customer experiences. By responding to negative feedback promptly and professionally, you let your audience know that your business handles criticism with maturity and is always looking for ways to improve.

Scope out the competition

It’s smart to familiarize yourself with the competitors in your region. Take note of how they go about social media for car dealers and the strategies they implement. What are they doing right? What could they work on? How are they using certain platforms and their respective functions? 

Challenges of Using Social Media as a Car Dealer  

There are many obstacles that you’re likely to encounter when managing social media for your dealership. Innumerable accounts are posting content every second, so standing out in the traffic can be difficult. Posting on a regular basis, using proper dealership SEO techniques, and using numerous relevant hashtags are the best ways to make sure you’re appearing when users are searching social media for car-related content.

Staying consistent with posting across multiple channels can be particularly challenging, but having a schedule makes it far more manageable. Keeping a content calendar allows you to meticulously plan your posts for the week or the month, and scheduling content in advance gives you time to formulate more thoughtful and interesting posts.  

How Establishing A Social Media Presence Benefits Car Dealers 

Social media for car dealers isn’t just a trend; it’s a necessity. Platforms like Facebook, Instagram, TikTok, and X are where car buyers go to research, connect, and find inspiration.   Ready to open the doors to your digital showroom and connect with customers 24/7? Here’s how a smart dealership social media strategy can drive serious results for your dealership: 

Visibility  

Being active across numerous social media platforms and utilizing relevant hashtags will ensure that your car dealership is easily visible and accessible to a wide audience.

Engagement 

People like to engage with brands on social media, especially car companies. Experts and standard customers alike want to share their reviews, opinions, and experiences. Engaging with customers before, during, and after the purchasing process builds a strong customer relationship, which is a great way to retain your audience while also expanding it. The best way to engage with consumers is by reposting user-generated content. If someone wants to share their positive experience with your dealership or show off the new car they bought from you, post about it!

Tracking progress through insights  

One of the most convenient aspects of using social media for car dealers, and all industries for that matter, is how easy it is to gauge progress and effectiveness. Networks like Facebook, Instagram, and X allow businesses to easily keep track of analytics and insights to see what content is working and what content isn’t. These features make it easier to set measurable goals and establish KPIs (key performance indicators). Platforms like Google Analytics are also useful for tracking metrics and determining if you are reaching your desired audience in the right locations.  

We’re here to help Car Dealers with Social Media Marketing  

Managing social media for car dealers across multiple platforms can be overwhelming, especially when you have other aspects of your business to worry about. That’s where Red Egg comes in. Our marketing experts will manage your social media content across the platforms you deem appropriate while taking the time to engage with your audience in a quick and professional manner. Let Red Egg meet your dealership’s social media goals while you do what you do best: run your business. If you’re scrambling to manage your dealership, and social media is taking a backseat, contact us today.