Why Your Dealership NEEDS Social Media in the Digital Age
Over the course of the last two decades, the internet has completely transformed the way businesses operate. As we have transitioned into a “click and mortar” society, consumers have more options and access to information than ever before. And to make it even easier, it all can be done from the convenience of their phones. Every year the American consumer is becoming more engaged and informed online. Because of this, it is crucial that businesses continue to adapt to customer wants/needs in order to engage customers, learn about them, and create lasting relationships with them. Social media enables businesses to achieve all of these but is often overlooked as a secondary form of marketing despite its growing presence and proven effectiveness.
When it comes to the automotive sales industry, most dealerships have a basic social media presence but aren’t reaching their full potential. With the modern frontline being online, a strong and immersive social media presence should be a top priority for any dealership for a number of reasons.
“59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved. (Source: Statista)”
The first reason being that for the most part social media is FREE. Besides a couple hours of labor here and there, Facebook, Instagram, Twitter and other prominent social media outlets are completely FREE. Not only are they free, but they are also proven to be extremely effective. Dealerships spend thousands of dollars a year on marketing and advertising while treating the most cost-effective type of online marketing as an afterthought. Advertisers and market researchers go to great lengths to figure out who their audience is, social media tells you EXACTLY who they are and almost everything you could want to know about them.
“YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49-year-olds than any cable network in the U.S. (Source: Statista)”
With knowing your audience comes the ability to create content specifically for them. This is part of the reason social media marketing is much more engaging and immersive than paid marketing. Your followers are there for a reason, they enjoy interacting with and hearing from your dealership. This helps to build a relationship with your customers and keeps them informed about your business. Building trust and creating returning customers is one of the most difficult tasks for a car dealership. Regular interaction through engaging social media content can help you to do just that!
One of the biggest benefits of dealership’s utilizing social media is its ability to greatly increase your brand awareness and enhance your dealership’s reputation. This is another area that car dealerships have spent millions of dollars on in traditional advertising over the years and can now be accomplished for virtually nothing! By posting quality content regularly on multiple platforms, you can greatly enhance the perception of your dealership and overall brand. This has proven to increase traffic not only of your social media sites, but your website as well. Additionally, original content and social media platforms in general have been proven to help with SEO and are taken in to account when configuring your Google ranking, which is more important than ever with 95% of car sales now beginning online.
“71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)”
While any of the above reasons should be reason enough for your dealership to be an active contributor to the social media landscape, it is important to remember one thing, content is EVERYTHING! Google now takes originality and quality of content into account when formulating your spot in their ranking. Additionally, social media’s users are smarter and more engaged than ever, so simply offering them generic and “adequate” posts will not be enough. Make sure that all your content (blogs, photos, videos, etc.) are immersive, engaging and original.
Call us today to see how we can help you transform your social media presence! (888)510-3966