Gaining possible leads or car selling on social media are not easy tasks, but are what most dealerships, if not all, want from this marketing platform. We all wish there was a simple formula to follow that guaranteed “quick” buyers on social media, but the reality is; this is not the case, nor would we want it to be.
We are all well aware that car buying is a huge decision and is not one many take lightly. Before a big purchase, people tend to weigh their options; they look at various dealerships, prices, and car models; on social networks, websites, and offline too. When people do not do this, they tend to regret their purchase and take it out on the dealership either directly or through word-of-mouth, therefore, it is actually somewhat good that social media does not provide us with “quick” buyers.
Nevertheless, it does not mean that it will not provide any buyers.
The key is to look at social media as we would any other marketing platform – it can provide possible leads. However, possible leads do not come from being on social networks; instead, they are highly dependent on the content you share on social networks. Therefore, it is vital that you steer your online audience to your social accounts using quality and relevant content.
You are the one who is in control of who you bring to your social networks!
Being that you are a dealership, then you must post about cars. Attract an audience that loves your makes and models by posting high quality, relevant, and creative content that steers them to your social network. Your engagement will increase, people will begin following your social accounts, and although this is an important piece in gaining possible buyers, this alone will not provide you with possible leads.
There is another piece you need to have included in the type of audience you attract to your social networks and in increasing possible leads, which is local content.
When you post about local activities, events, attractions, and architecture, you grab the attention of those who live in your local area and steer them towards your social networks, which increases the chances of possible leads to occur.
Possible leads given on social networks are stronger than any other form of marketing used because, unlike a jingle on the radio or a television Ad, you are now able to engage with your customers.
It does not just stop at engagement either, unlike a 30-second commercial or radio spot; you are now in control of when and what you post and do not have a time limit on how much information you wish to share.
When your social media efforts have attracted people who love the cars your dealership sells and who live in your local area, it will be your dealership they think of when they are in the market of purchasing their next vehicle. Posting about car-related and local content has steered possible buyers to your social networks.
Ultimately, it is not the “quick” buyers you want, when using social networks, but loyal, local customers, which is what you will gain when you focus on making them your online audience through sharing these two types of content.
Just remember, post what people need in your social media feed, in order to receive a possible lead.