Car dealers looking to connect with their customers online simply must target the two largest resources: Twitter and Facebook. With over 600 million users combined, up to 30% of all web page views are attributed to Twitter and Facebook. It’s clear to see why businesses are targeting this as a lucrative resource for leads, traffic and ultimately sales. But unlike your website, you have to approach your customers here as friends…not prospects.
1. Post manufacturer news once a week to your Facebook and Twitter accounts. Is your brand planning to release a new model? Planning a redesign? Post a link to the news release, and ask for your customers’ feedback about the model.
2. Post a contest every 2 months to sign up 100s of Facebook followers. On your main website, host a contest for people that “like” you on Facebook. People who enter “like” will be given a free netbook (about $200), a free set of tires, a free ipad, etc. at the end of a two week period. Use http://hy.ly to set up the contest on your Facebook page. This tactic has been shown to add 100s of new followers on your Facebook account.
3. Introduce new staff on Facebook and Twitter. Hired a new service advisor? New sales person? Introduce them to your Facebook followers. Highlight their personal interests, their background in the car business, etc. and post a photo. People strongly prefer to do business with people they KNOW, as opposed to strangers.
4. Post video testimonials of happy customers. Offer free floormats, free paint sealants, or free leather sealant in exchange for brief 30 second testimonials from happy car buyers. Film the video immediately during delivery, then post to your Facebook page. Try to produce at least 2 of these a month.
5. Sponsor local events, and post updates to Twitter and Facebook. For example, sponsor a local youth baseball team for a few hundred dollars. Post regular updates about the team (wins/losses, playoffs, team photos, tournaments they travel to, etc.) twice a month. Sponsorships connect you to your local community. They position you as a patron of your neighborhood…not a business trying to make profit. This has a strong effect on your local customers choosing to do business with you even if they can get a better deal 50 miles away.
Want to see an example of a car dealership who’s doing Facebook right? Have a look at Wilsonville Toyota Scion: