For the past few weeks we’ve been working with a dealer client who’s #1 goal was to get more fans on Facebook. They are part of a large dealer group and while they are the top selling store in their market, they haven’t been able to gain traction with their Facebook page. They have all that it takes to grow fans: A well-motivated and successful sales team, their staff are enthusiastic and their managers are fantastic leaders.
Dealership marketing is a bit different than how it used to work. Before, back in the dark ages of 5 years ago, dealers would advertise an attractive price on a car and that would entice people to come into the store. Once you had them there, you’d engage with them: work at developing a relationship with them while they were deciding on their purchase. Automotive Social Media has made this process so much easier…although I spend many days trying to convince dealers this is true because it’s new to them and change is never easy.
Social Media does give you the opportunity to reach a wider audience in a much shorter period of time. What you need to do now is take this process of attract, entice and engage to your Social Networks. Building your Facebook fan base will give you traction by widening your circle of influence. Many stores I see don’t have a foundation to build on because they don’t start with a strategy. With our client we began like this:
Attract Fans by offering them something that is valuable.
In this case, we offered them chance to win a $500 Gas Card. Who doesn’t need $500 bucks in gas, right? Pretty attractive. Next, we gave the shopper the opportunity to schedule a test drive immediately right there on Facebook. That second step in our strategy was this:
Entice car shoppers by making it easy for them to find you and connect with you.
Car buyers are looking for you, they want to connect. If they are able to do that easily then you win the prize of their attention. They give you their permission to market to them. Every lead doesn’t buy but that’s cool because they are still your fans and you still have opportunities everyday to win their business. How do you do that?
Engage your fans by providing a community and create enthusiasm with meaningful content.
Share information that’s helpful, relevant and worthwhile to the community. Post 2-3 times per day and if you have a Blog (and you should!) share that too. This gives your store credibility; you’re seen as a trusted resource and your fans will refer you by word-of-mouth on their Social Networks.
How did this strategy work out for our client? They got 1,500+ Facebook fans in 23 days. They also received over 20+ warm leads for test drives. The gas card sweepstakes was such a success that they’ve started another one. Your store can do this too! Apply the Attract, Entice and Engage strategy in your store and tell me how you’re doing…I love to hear the sound of wheels driving off the lot.