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Everyone who plays in the Facebook page strategy game has their opinions about the types of content to post. Car dealers and vendors have tried different things over the years. Some have found success while others have let it fall off completely, dismissing it as unimportant or too time-consuming to mess with on a daily basis.
For those who are doing well or wanting to do well with engagement on their pages while still demonstrating real ROI, here are some content types that have worked well for us. It’s important to mix things up on Facebook. Fan fatigue happens regularly, especially when a dealer or vendor finds a particular type of content that works well. They tend to favor this type of content in their posts. Some even go so far as to post only one type of content such as cool cars. Your fans watch. They know. By the 10th car in a row, they start to get tired of seeing them regardless of how cool they are. Mixing it up is important.
While there are definitely more than three content types that can be effective, the three below are the ones we’ve found that can account for the vast majority of your posts and still keep your fan base growing, liking, and generally engaging with your page in their news feed.
It’s extremely important to understand that this type of content only works well if your page has been built with mostly local fans. We’ve covered before that nearly all of your fans should be local, that having too many fans out of the area can actually hurt your ability to use Facebook for marketing to real buyers. If your fan base is not over 90% localized, you should get that fixed before posting a bunch of local content.
Once you have that established, it’s time to take advantage of what you have around you. The local area is always loaded with interesting places to visit, amazing places to photograph, and intriguing people to highlight. This should be the focus of your localized social media posts.
Local places are easy. It doesn’t matter whether you’re in a major metro or out in the country. The people around you area like to see the local area highlighted on Facebook and they appreciate the businesses that do the highlighting. In the example above, we were given an easy pitch to hit. The fans are completely localized (they had 26 fans when we started so we had a clean slate with which to play) and the area is a gorgeous one: Honolulu. As a result, getting nearly 400 likes on the post was a piece of cake and didn’t require a huge amount of Facebook ad spend to make it happen.
While local places might be the obvious choice, there are others. For example, highlighting other loved local businesses or organizations is easy. A post with a picture of a popular local diner, for example, could lead with “We visit Stan’s Diner every Sunday for the pancakes…” These types of posts won’t be as popular as scenes like the one above, but it’s good to spread the love to others. If they see it (and if you have a strong enough Facebook page, they will) they will appreciate the mention.
Lastly, focusing on local people is always a hit. One popular post we did last year highlighted the three local baseball players at the high school that made the all-state roster. It’s something that can be universally liked by the community, particularly if you’re in a small town.
Not much needs to be said about this. Being in the automotive arena, there’s never a shortage of “carporn” out there for your fans to ogle over. There can be a temptation to flood your page with this type of content, particularly after you’ve had your first viral post, but don’t get too car picture heavy. Again, fatigue will follow if you do.
Something that a lot of dealers are starting to do is to post helpful tips on subjects such as car maintenance. These are great but again they should be used sparingly. Most people aren’t out there changing their own oil and the internet is loaded with how-tos if they ever get the inclination to do it themselves. An occasional post or a quick tip doesn’t hurt.
Some dealers do this too much. Some never do it at all. It’s expected of local businesses that they should be at least a little business-centric with their posts. These are often the most important posts because they are intended to drive foot traffic, website traffic, or both.
Doing it too much can put a strain on the algorithm and force your posts to become virtually invisible. It’s not all about “me, me, me,” on Facebook (at least not for businesses) and this will turn people off. They don’t have to report or unfollow you to have a negative algorithmic effect on future posts. If they simply pass over your posts in their news feed without interacting with it, there’s still a negative effect.
One common trend has been to post pictures of happy customers in front of the car they just bought. Doing this too much is a big mistake because of the algorithm. It’s a post that has an isolated chance of getting liked. Remember, just passing over the post is enough to cause some damage to your page and people won’t normally like pictures of people they don’t know. There are definitely ways to make it fun and get people to promote their own images to friends and family, but that’s a longer discussion than we have time for in this post. The short of it is that if you do post images of happy customers, keep it to a minimum.
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As I mentioned above, there are tons of different types of content that can be posted. However, there is also plenty of content that should never be posted. Keep it relevant. Remember, you’re a business and people want to view you as such. Trying to sneak into the conversation by posting funny cat videos is an easy way to turn the wrong people off to your posts.