Automotive salespeople using social media to build an online presence and communicate with potential customers is a growing trend in the rapidly changing field of internet sales and marketing for automotive sales professionals. Facebook is the most prominent social media platform today. To get started on Facebook, the first thing you do is create a Facebook page for your dealership. The salespeople at your dealership probably all have personal Facebook pages already, but make sure they do soon if they don’t already.
Create Facebook Pages
These personal pages can cross-link with the dealership page, with your website and various other online presences. Individual automotive salespeople can use their personal pages and the dealership page to stay in touch with existing customers and to communicate in various ways with both prospective customers and people who are in the process of becoming customers. Customers of all types who are engaging with your Facebook pages will spread word of your dealership both on purpose and unintentionally with Facebook Likes and with the Facebook News Feed. Facebook activity is also a source of word of mouth advertising.
How to Use Your Facebook Pages
Your dealership page is a good place to post business information like your location and hours, a brief description of your dealership with links to more and also your business contact information. The layout of this page is partially customizable. You can post regular updates here via text, links, photos and videos. More use of Facebook means more customer engagement and more attention for your dealership. Customers will often actively share content that they appreciate. People you are connected with on Facebook are also a potential pool for exclusive offers. Facebook provides a platform for engaging your customers publicly, which shows off your customer service and allows you to simultaneously engage multiple customers.
Other Uses of Facebook
Soliciting customer feedback directly is a common and acceptable practice on Facebook, and this is also done indirectly by reading customer comments that are not directly solicited. Private communications with customers are also available via email and instant messaging services hosted by Facebook. You can direct customers to your Facebook page with Facebook integration options on your website, blog and other social media. You can also mention your Facebook presence in other media such as business cards, traditional signs and email.
Using Facebook to Get to Know Your Customers Better
Customers tend to post a lot of personal information on Facebook, and reading this is a way to get to know them better. Customers can also get to know your dealership and individual automotive salespeople better via Facebook: you can use it to humanize your business. You can take a look at how customers are interacting with your Facebook presence and make changes as time passes both in a qualitative sense by reading comments and in a quantitative sense by using metrics. With metrics you can learn such information as which of your posts are most popular, how engaging they are to customers, when customers most often visit your Facebook page and who your visitors are.
Advertising with Facebook
Up until this point, all of this is free. You can also pay some money to advertise on Facebook by creating ads and launching sponsored stories. You can pay as much as you want, since pricing is flexible, so this helps you experiment without investing a lot of money upfront in an advertising campaign. These advertising functions are customizable and can be heavily experimented with to find out what works best for you. Facebook advertising can be tailored based on customer location, interests, friends, connections, education, work, language, age, birthday, gender, relationship status and various other criteria. You can review the performance of your ad campaigns and edit them as needed as they are running.