Why Car Dealers need to Focus on Community Engagement

SOCIAL MEDIA: Too many dealerships use social media for lead generation and sales, rather than focusing on the word 'social' and using it to build up an active audience.

The benefits of social media have been thrown around the interwebs for years now, and if you don't know why you need social media, maybe it is time you did something about it.

Car dealers who could once focus on local traffic, and competing with dealers and private sellers in the region they are in, are now faced with the impact of national sales listings through sites like CarSales and CarsGuide, as well as price comparisons being carried out online.

One way to avoid the pricing war, is to focus on your dealership's value add-ons, including after sales service and benefits, giving back to the community and perhaps even play on the fact that your dealership has won awards and this is why you are the number one team to buy from. (Something Maitland Toyota has done well!)

Social media can help you spread the word about how you are getting involved in the community and about the bonus buyers will get when they purchase from your dealership.

Many social media agencies are guiding dealers into using their Facebook page for lead generation and sales, but whilst you may get some post engagement from this, you are not building a loyal following. Why not post about some of your dealership's achievements, or groups and events you sponsor? That way you are opening up your reach to different circles and not just people in the car buying market at the time.

If you sponsor the local football team, and you post about their win on the weekend, perhaps with a great photo from the game, or maybe some of your staff jumping up celebrating in a 10 second video or Boomerang post, you are engaging with the community. Those interested in that team, that sport and even that area, may start following and liking your page. They might not be ready to buy now, but when they are, you are already trusted more than other options because they are following you.

The other benefit of this type of community building is word of mouth referrals. When your active community members get asked about cars, they are more likely to remember and recommend your brand.

Why spend a big budget pushing lead ads on Facebook when you can spend less building your page audience up which may eventually deliver increased leads?

Use social media for what it was designed for, sharing and storytelling. Tell your dealership's story, use amazing photos and offer helpful tips and advice.

The benefit of the 'non-sell' approach to social media, is there is more chance of content sharing, which exponentially expands your dealership's online presence.

David is a marketing manager and technology student. You can reach out to David via [email protected]