Typically every car salesperson works social media into their repertoire, likely posting about a new sale or an amazing promotional they're offering.
However, while these posts are great, it's important to mix in fresh ideas and posts to get great engagement from your audience that in turn promotes your brand and grows your sales.
Let's look at 5 types of social media posts for dealers to use to boost audience engagement!
1. Interviews With Staff
Buyers often say that one of the most intimidating things about going to a dealership is the fact that they often don't know what to expect when they actually arrive. Past stigmas against salespeople and suspicions often don't help either.
You can address these fears by posting interviews with the staff there! Insightful thoughts from Sales/Service/F&I Managers, salespeople, or mechanics can break down the barrier between intimidated buyers and your caring dealership.
This post displays a great tip for car buyers that shows the dealership is trying to get buyers the best deal possible (not take their money). It even includes a link at the bottom to schedule an appointment.
2. Tours Of The Dealership
Buyers also often feel pressure and intimidation at dealerships because they're often confusing to navigate.
Break down this fear with posts of facility tours. Simple, quick videos or pictures of a dealership, its departments, and its staff can help provide a personal feel for prospective customers.
This post includes a professionally shot video touring the facility (which is great), but it doesn't always have to be this grand. Simple clips of the service department, sales floor, or car lot go a long way. Record yourself touring the area or have someone else record while you showcase a department.
3. Test Drives & Car Features
Show buyers what a car is like is by posting a test drive or some car features. Of course, nothing beats the real thing, but showing them a test drive video or pictures displaying some of the cool features it has can help encourage customers to come in and test drive it themselves!
This dealership chose to post a tutorial on how to pair a phone with the car's bluetooth system. Something simple and straightforward like this can do wonders to get your audience engaged.
4. Customer Testimonials
Some of the best promotional content comes from happy customers. Often times, buyers want to hear what past customers have to say, so let them say it!
A great way to do this would be to have the salesperson conduct a satisfaction interview with every buyer during the F&I process. This way they can talk to the customer and get the exact words they say to post online (with the buyer's permission of course), and save the testimonial in case you'd like to post it at a later time or repurpose it for your website.
This post is a great way to put a personal touch on the standard "happy customer" post that can address the questions or concerns of other potential buyers viewing your dealership's page.
5. Helpful "How To" Messages
Giving advice or posting "how to" tutorials is vital to improving your brand's reputation and displaying yourself as the expert that you are.
Follow these steps when making "How-to" posts for your social audience.
- Compile a list of common questions you hear from customers.
- Separate them into type (sales, financing, test drive, service, etc...).
- Address the questions you've received on social media. If you've heard it once, it's likely in the mind of other buyers as well.
This post features a simple, straightforward list of tips car owners likely need to know, and it shows the audience that they actually care about their customers. This goes a long way in delighting buyers.
These posts were taken from Facebook, but it's typically the same across other social media channels.
Something else incredibly important to keep in mind is that you don't have to be Steven Spielberg to record and post a great video for your audience. Focus on providing quality information with simple, straight-forward video that conveys the message best.
And, if video is difficult to nail down, posting a few pictures helps provide more engaging visuals for an audience to bite on.
Lastly, being helpful and informative will always be the most important aspect to getting engagement on social media that translates to avid fans of you brand.
Hopefully this has helped show ways you can build your social media engagement! If you want to discuss getting a social media plan tailor built for your dealership click the button below! Thank you so much.