Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

How to Build an Effective Buyer Persona for Car Shoppers

According to a CBS News study, today’s consumer sees 5,000 ads per day. That breaks down to 3.5 every single minute. On average, people spend 41 minutes on social media each day. That means we’re all exposed to an overwhelming number of ads during that time.

With all of those ads you’ve viewed on social media, has one compelled you to buy something?

If you did, chances are the ad spoke to you. Maybe you discovered that your dog can have the same fresh food you cook for your family:

Or maybe you’re passionate about buying from companies who give back (data suggests many millennials are). This Bombas ad would remind you that a pair of socks is donated for every pair purchased.

Therein lies the problem for marketers: Not everyone wants to buy homemade dog food, and not everyone feels charitable.

So, you’re wondering what this has to do with buying a car.

Buyer Personas for Car Dealerships

These same principles apply to the purchase of a vehicle. A 22-year old recent college graduate, without children, will likely laugh at the idea of buying a minivan. While there are exceptions to every rule, the data suggests that most minivans are bought by parents or elderly couples. By not narrowing your focus to this ideal target consumer, you’re wasting ad spend on targets who will never convert to customers.

Social media marketing has an advantage over many other channels: the ability to hyper-target an audience. Social media advertisements let you identify and target someone who’s most likely to purchase a luxury car because they fit the description of the ideal target buyer.

How? People on social media often have specific interests on their profiles that help marketers identify them.

For the luxury buyer, they probably prefer brands like Chanel or Burberry — not TJMaxx and Great Value.

Narrowing the focus of your stimulus marketing with robust demographic and psychographic targeting will increase the likelihood that your content reaches the most anxious buyer.

That’s why buyer personas are vital. Ask yourself:

  • What makes your target consumer tick?
  • What do they enjoy in their free time?
  • What types of products do they buy?
  • What stores do they frequent?
  • What brands do they advocate?

The answers to these questions elevate themes that are important to target your ideal customer.

Have More Questions About Social Media?

You can get more information and data about the power of social media by subscribing to our monthly educational newsletter. You’ll regularly receive a collection of our month’s best content about social media, search engine optimization, paid search, and more.

Views: 569

Tags: Buyer, Facebook, Media, Personas, Social


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

Microsoft Office PowerPoint

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service, pub-1344093271332697, DIRECT, f08c47fec0942fa0, pub-1344093271332697, DIRECT, f08c47fec0942fa0