Social media is an integral part of a business’ marketing strategy. For car dealerships, a social media presence can help online shoppers find out more about the available inventory and interact with the dealership team and its other followers online.
Car dealerships that aren’t engaged on social media platforms might be missing crucial opportunities to increase visibility and reach out to new (and existing) customers. For dealerships that might have neglected their social media pages or are not yet active on major platforms, use these social media marketing habits and posting tips to heighten engagement and better communicate with followers, too.
- Update pages regularly
- Ask open-ended questions of followers
- Consider a poll
- Don’t forget holidays
- Use social media to provide business updates
- Understand that online social activities also include email or even text updates
- Integrate video content
- Consider joining new platforms
- Add social media links to the dealership website
- Get social with advertising, too
Update Pages Regularly
Followers stop following when social media pages aren’t regularly updated. Eventually followers become bored and realize that the business simply isn’t focused on social media content.
Don’t let the dealership become a forgotten remnant on social media sites. Aim to update social media pages regularly; while daily updates would be ideal, even weekly updates could be sufficient.
Posts don’t have to be long or detailed. Add photos of new inventory or use a social media post to tease an upcoming model.
While regular daily posts could be optimal, posting too much could be overkill. There can always be too much of a good thing.
Ask Open-Ended Questions of Followers
Dealerships might wonder how they could increase engagement and conversation on their social media pages. It’s actually fairly easy: ask open-ended questions.
For example, when posting info about a new model, ask followers about their favorite car feature or the upgrades they can’t live without. Ask a question that requires followers to answer more than just a yes or no.
Open-ended posts also could lead to more conversations between users. Some of these answers or conversations could even inspire the dealership to post content based on social media comments. If many people state that they always upgrade the safety systems of their car, the dealership could focus a post on models that include enhanced safety systems as a standard feature.
If a post that was influenced by social media commentary or conversations, mention it. Followers might appreciate that their conversations caught the eye of the business.
Consider a Poll
Polls also can boost conversation and engagement on social media pages. These polls can be themed for a holiday, focus on cars or even delve into other subjects. Polls also can help the dealership better understand the needs and preferences of their customers.
Don’t Forget Holidays
Get in the holiday spirit and wish followers happy holidays. Don’t forget to post for Memorial Day, Labor Day and other important national holidays. Some businesses post a graphic related to the holiday, but others post personal messages.
Since winter includes holidays for many different religions, it’s fine to just wish followers a happy holiday. Dealerships also can post some silly messages related to random holidays like Groundhog Day or other unknown holidays. For a calendar of every holiday, check out the site National Today.
Use Social media to Provide Business Updates
If the dealership is closed because of a winter storm, post an update on social media. Use social media platforms to ensure that customers understand any changes to business hours. Posts also can include updates on special events at the dealerships or even any applicable construction alerts (if the dealership is renovating).
Many consumers are active on social media and check Facebook, Twitter, Instagram and other sites regularly. They might visit business pages before stopping into a store or location; be sure to update any changes to hours or other info that could impact a customer’s visit.
Online Social Activities also Include Email or Even Text Updates
Getting social online also can integrate virtual message updates like text and email for customer communiqués. Many dealerships and other businesses manage an email list or text list for customers to receive these virtual messaging.
Simplify the process of receiving text or email updates and include an online form that customers can fill out via the dealership’s website. These virtual messages let customers get quick info about sales, promotions or business updates.
Integrate Video Content
Don’t just focus on text and photos when posting to social media. Dealerships should integrate video content to add another engaging element.
Some social media platforms like TikTok, YouTube and Instagram focus on video content. YouTube allows videos to be long, while TikTok and Instagram include short videos that are easy for viewers to visually digest.
Dealerships can post walkaround videos related to new inventory, video messages from the sales team, interviews with the sales team or even quick how-to videos. Get creative and have fun with video content; dealerships might even participate in one of the many dance challenges.
Consider Joining New Platforms
Facebook is the most popular social media site with more than 2.93 billion monthly active users. However, newer social media platforms like TikTok are becoming popular with younger audiences.
Dealerships can research different platforms to find the best fit for their marketing needs. To reach Gen Z, dealerships might start a TikTok account.
Not all platforms might be a fit for every business or their brand. Before starting an account with a newer platform, dealerships can check out some of the popular content from users. Get a feel for what type of content resonates with users.
Add Social Media Links to the Dealership Website
During the inventory shortage, more consumers flocked to dealership websites during their online research. Consumers might rely on dealership sites to find the information they need about available inventory. Dealerships might audit their site to better assess how to improve the online experience for visitors.
A dealership’s website content should be updated and current. This includes info related to social media pages. Does the dealership offer links to their social media pages? Are all links working and current? Make sure social media sites are included on the website to encourage visitors to engage with these pages and accounts.
Get Social with Advertising, Too
Facebook and other social media platforms offer advertising opportunities for business. These ads could be targeted to specific areas and audiences. Dealerships that want to increase their visibility on social media sites also might consider paid advertising.
Online ads can include carousel ads that offer numerous links to different services or inventory models. Other content might focus on a specific vehicle or perhaps announce a sale.
Social Media Habits Can Elevate the Dealership Online
Businesses that have a savvy social media presence could attract more followers and catch the eye of customers. While dealerships should update their pages regularly and integrate a variety of content, a business’ unique social media voice also could impact interest and engagement.
Social media pages should complement the dealership’s brand and evoke the same voice that the dealership uses as part of other messaging. Some dealerships embrace a fun culture and carry this tone into all messaging and advertising. Others might be more straightforward.
A car dealership’s social media pages can be another space for customers to learn more about the business and what makes the dealership stand out from competitors. Update social media pages regularly, post compelling content and use social media as another tool for engagement, outreach and conversation.