There seems to be an alarming epidemic happening in automotive Social Media marketing right now. I’m pretty well-connected to daily operations of many of dealerships and I see a disturbing trend. A trend that is swimming against the tide of new ideas and technologies to generate quality leads for dealers. I feel compelled to point this out because while I’m not a doctor, I do play one online as an automotive Social Media consultant.
Dealers have always been used to quick solutions, quick results. Put an ad in the paper–people walk in the door. Make a commercial for cable or radio–you have a busy weekend. In today’s economy, people aren’t making snap decisions on cars. They spend 11 hours on average shopping online for their next car. The new marketing takes patience, defined online strategy and longer-than-24-hours commitment. Shortsightedness and impatience today means zero Social Media ROI.
While your online audience expands this is no time to contract. Marketing your store on Facebook does generate leads (I can prove it!). Social Media marketing requires a well-thought-out focused content strategy and a budget. Take the journey with us or you’ll be just another victim of…
The “We Tried Facebook, It Doesn’t Work” Syndrome
6 Signs you’re afflicted:
1. You get cranky when someone mentions Facebook or Social Media.
2. You tell your salesperson to get out of your office when they ask for access to Facebook from a company computer.
3. When you talk to Social Media marketing companies, you only care about how many “likes” they can get you.
4. You have assigned Social Media to someone in your store solely based on the fact that they are under 30 years old.
5. Your Social Media marketing manager’s prior job was selling cars or working as an intern for a tech start-up.
6. Your Facebook efforts did generate leads but no one followed up on them. (That’s right, I’m callin’ it out)
If you’ve experienced any of the above signs, seek expert help immediately. Facebook and Social marketing is not free, it’s not easy and it takes patience and commitment. I have seen it generate leads for both sales and service. It does work when it’s worked right.
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Well thought out enjoyed your article.
Thanks Dan! I appreciate your feedback
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