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Facebook Marketing Tips for Car Dealers and Automotive Social Marketers

Michael Tyman of Professional Success, Inc. is a leading consultant who works directly with car dealers to help improve their sales and marketing processes. He views Facebook as a huge marketing sphere for engaging people and building a loyal fan base.


Facebook offers a unique opportunity to engage people on a personal level. More than just a “social network”, it is a direct channel for communication between your dealership and your potential customers. A magnetic Facebook page with plenty of fans can often result in an effective online presence that boosts the credibility of your business.


However, simply having a Facebook page with fans and updating it regularly is not enough. Jennifer Schrader at Automotive Digital Marketing believes that there are three strategies every auto dealer needs to practice when it comes to Facebook marketing.

  1. Use your existing fan base – Ask your employees to become fans of your dealership’s page, and encourage them to engage their friends and families. This creates a strong foundation for your dealership in the Facebook community.
  2. Focus on building lasting relationships – Go beyond merely increasing fan counts and create trusting relationships with your customers. Instead of sending out generic spiels, connect with your audience using personalized messages.
  3. Listen to feedback – Communication is a two-way street. Use Facebook as a forum to listen to and respond to feedback. It’s not just a “PA system” to broadcast news about your business.

While Jennifer offers key points in engaging with your Facebook audience, you can always do more to boost the number of fans you have. Car dealerships need to be creative with their Facebook marketing so customers are encouraged to return to the page, as well as invite their friends to become fans. Valuable incentives and special giveaways for checking in are among the many things you can offer to your Facebook audience. The more value you give to your fans, the more they give back in the form of positive reviews and referrals. Take a step away from traditional marketing methods, and build your presence on Facebook with regular customer interaction and creative deals, so your fans are more likely to stay loyal to your dealership.

For more information about Michael Tyman and Professional Success, Inc. visit his company website, LinkedIn profile and Facebook page by following the links in the first paragraph.

Official Facebook Marketing and Advertising for Car Dealers; Tips, Tools and Resources
Facebook's new education resource for car dealers  
    We're excited to announce our new resource center, Facebook for Car Dealers. Here, you'll learn how Facebook products can be used together to grow your business and community of customers. You'll also find step-by-step best practices for creating Pages, Ads, Sponsored Stories, and more.  
  Reach the right customers with new targeting options  
    ZIP code targeting allows you to target your ads and Sponsored Stories based on people's ZIP codes. When you select the U.S. as your target country in Ads Manager, you'll see "ZIP Codes" as an option alongside the "State" and "City" radio buttons. Topic targeting combines overlapping Likes and Interests to enable easier targeting. For example, the "#Lady Gaga" topic will enable you to reach people with related interests such as "Lady Gaga," "Lady Gaga Fans" and "Lady Gaga Music." Topics are available in the "Precise Interests" selection box.  
  Tips on connecting your online and offline worlds  
    For beauty retailer Sephora and family restaurant chain Applebee's, Facebook is much more than a Web destination. Watch our latest Marketing Talks webinar for three tips on how you can connect with your business's community on Facebook every day in your store.  
  Luxury Link: Customers of high-end hotels website Luxury Link travel all over the world. And then many go on Facebook to discuss their experiences with their friends. By running Facebook Ads, the company has seen an increase in revenue, and traffic to its site from Facebook has doubled. As of mid-August 2011, the Luxury Link Facebook page had reached nearly 28,000 fans. For the full story, read the case study.  


Want to increase your reach and drive word of mouth for your business? Consider running Page Like and Page Post Like Sponsored Stories to reach the friends of your fans. You can create a Sponsored Story in Ads Manager.

Go to your Ads Manager


Become an expert with the Facebook Ads Webinar Center
Our Webinar Center provides you with on-demand tutorials to help you develop successful Facebook Ads for your business.

Visit the Webinar Center


More than a third of small businesses are on Facebook
Scribbal reports that 35 percent of small businesses have a presence on Facebook.

Facebook's new ZIP code targeting could help small businesses
Internet Retailer reports that the ability of marketers to select one or multiple ZIP codes to target on Facebook will be an advantage for small businesses.

More car dealers are turning to social media for marketing
USA Today reports that more than 40 percent of local car dealers now have Facebook Pages.
  For more tips, case studies and product updates, please visit
Facebook for Car Dealers.

Build a presence with Pages

Facebook Pages let you connect with potential customers and drive traffic to your business
Step 1: Build your Page
Once you’ve created your Page, the next step is to make it represent your products and business’s mission.
  • Photo: Use an eye-catching, recognizable photo of your business's name, storefront or popular product
  • Location: Claim your Place and be sure to provide a location on your Page so people know where to find you
  • Info: Write a short blurb that clearly describes what your business is, and include helpful links and contact information
  • Apps: Enhance your Page with custom apps that can let you share your menu, stream video, and more
  • Wall posts: Add updates, photos, videos and links about your business to your Wall - these will show up in News Feed, where your fans and their friends can comment and share
Step 2: Talk to your customers
Post regularly to develop deeper relationships with your customers and create an engaging community.
Give your Page an authentic and consistent voice, and encourage people to like and share your posts.
  • Share exclusive content: Post photos, videos, menus or other "sneak peaks" about new products and events
  • Ask questions: Simple questions allow customers to easily engage and provide feedback on a product or service
  • Create an event: Celebrate a launch, holiday, or anniversary and promote it to your loyal customers
  • Check your page daily: Set aside 5-10 minutes each day to post updates and respond to comments
  • Create a Conversation Calendar: This will help you remember when, where and what to post
Responding to Wall posts from your customers and updating your Page on a timely basis allows you to keep in touch with customers just as you would when they're visiting your physical store location
Step 3: Expand your reach
There are a number of ways to increase awareness and bring more people to your Page.
  • Tell in-store customers: Add calls to action such as “Like us on Facebook” on in-store signs, emails and business cards
  • Promote your URL: Add your Facebook Page link to your business cards, flyers, or receipts
  • Get the Like button on your website: Make it easy for people to like your page, even when they're not on Facebook
  • Run Sponsored Stories and Facebook Ads: Reach your ideal audience, as well as their friends, to drive word of mouth marketing at scale
  • Set up Check-in Deals: Reward loyal customers with discounts and other special offers to build valuable relationships that help drive awareness for your business
Step 4: Learn and Grow
Set some goals to shape your Page posts and ensure they are useful and relevant. Then check the metrics on your Page Insights Dashboard regularly to learn:
  • Who your customers are
  • What day of the week most people visit
  • How often people comment
  • Which posts are most engaging
  • How to improve your Page strategy
Update your Page at times when fans are most engaged, and encourage participation with weekly features and other regular content that receive the most comments
Additional: Why Create a Conversation Calendar?
Think of your Page like a well-planned magazine with consistent, targeted content:
  • Post updates when fans are most engaged (this data can be found in Page Insights)
  • Offer weekly features and other regular content
Learn how to make a simple Conversation Calendar
Want to Improve Your Pages?

Views: 564

Tags: Car, Dealers, Facebook, Marketing, Tips, content marketing, social media


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