You don’t sell cars - you sell dreams.
Every customer who walks into your dealership has a vision of the vehicle he/she wants. That’s your advantage as an independent dealer. Unlike the mega-dealer down the street, you can find your customers the car of their dreams.
The reason? Not only are you not under pressure from the suits upstairs to shove your customers into used cars they acquired through trade-ins, but as an independent, you can listen to what your customers want, find vehicles that meet their exacting standards, and deliver a vehicle that hits all the high notes.
Your customers will think you can read their minds.
Just use your dealership’s Facebook page (You do have one, don’t you?), the demographics on the cars you’ve sold, and a little imagination.
It’s All About Insight
The key to marketing in a digital world is to target the group most likely to buy your product. But, what you may not know is that your dealership’s Facebook page can yield exactly that information. Enter Facebook Insights.
Use Your Insights to Get into Customers’ Minds
If your Facebook page has more than 30 fans, you can access a trove of information about those people who like your page. To discover that information, click “Insights,” located on the top part of the page.
Look at the demographics: Once you’re in the Insights section, click “Likes.” Because Facebook users provide demographic information when they first join, you can see at a glance just who your page’s fans are.
Compare your page fans’ demographics to the cars you’ve sold: Most likely, you’ll discover a pattern. For instance, suppose you discover that most of your fans are working females between the ages of 28 and 45. Furthermore, when you look through your sold cars, you discover that you’ve sold a ton of SUVs. From that information, you can determine that you might put your digital marketing dollars to best use targeting working moms with kids and equipment they need to haul around.
Use Those Statistics to Create Targeted Ads
Since you have a grasp on your dealership’s fan base, create Facebook ads to target people in that demographic. Narrow down the location to your immediate area, and then add the specifics: gender, marital status, age, and whatever else you want to add. Use that information to create ads for vehicles that will appeal to that demographic. Chances are you’ll get more than a few bites on those ads.
Use the Success of Those Ads to Select Your Inventory
Once you discover how your targeted marketing is working, tailor your inventory to your identified customer base. When you advertise on the usual sites—Cars.com, AutoTrader.com, and others—link those ads to your Facebook page. Double up on the marketing clout by creating Facebook ads to reach potential customers as well as fans. The ads will show up in their news feed—and you’ll have a shot at their business.
When you discover how to find—and please—potential customers with the help of targeted digital marketing, you, too, can make your customers’ dreams come true. That’s what we call magic.
Thanks for reading, and I hope you enjoyed this post! Take a look at my other blog posts for even more tips and tricks with your automotive marketing. As always, if you have any other questions or comments, please feel free to leave a comment below or send an email to me at firstname.lastname@example.org.
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