A customer-focused approach to managing your Facebook page grows your audience and keeps your fans happy. Fact: the goal of your dealership’s Facebook page is to increase sales. It’s an ebb and flow method: attract fans, build a community, develop relationships and generate leads. Getting there is not so easy, as many dealers are finding out for themselves.
There are certain tactics that improve your Facebook marketing and communicate your customer-focused approach to how you do business in real life. Facebook is simply a digital version of your store’s physical location. It’s an important place to be from both a user and search perspective, but just showing up is not enough. Here are 3 simple steps to help you market on Facebook effectively:
1. Exclusive Deals for Fans One of the best ways to gain fans is to offer them something they can’t get anywhere else. An exclusive offer, deal, discount, sneak peak or source of information gives them a tangible reason to Like your page. This tactic is even more effective when combined with a reveal-tab. The tab view promises an exclusive offer to new visitors, then changes to reveal that offer once they click Like. This allows you to immediately deliver on your promise and prove your Page to be valuable, all with one click.
2. Engaging, Relevant Content It’s important to design your status updates with your audience in mind. Think about who your audience is: what appeals to them, what do they like to do, what sort of information solves their problems? The trick is to keep your fans entertained without clogging their newsfeed and annoying them. If you post constant updates about your store (“broadcasting”) and nothing else, this is a quick way to lose fans. Make sure every post has a reason and when possible, include a picture or video as these types of posts are most popular. Hint: Your customer video testimonials are golden on Facebook.
3. Timely Redesigns You’re posting a steady stream of content on your Wall but what about the rest of your page? This is where dealers need to focus. Some mistakenly think that you create a page, post some random status updates and you’re done. That’s why so many dealers think Facebook marketing is a waste of time–because they did that and no one is Liking their Page.
Your Facebook page is an extension of your physical location. How many times do you have your lot gentlemen move the inventory around for display? Use the same tactic for your Facebook page. Refresh the design of your Page at least once every 90 days. Your status updates provide a daily dose of fresh content but they’re just small snippets of what your Page has to offer. Revamping the look ensures that even your long-term fans stay loyal, while also persuading new visitors to click Like.
Facebook marketing is becoming more mainstream and dealers can capture leads by employing these winning tactics to attract buyers. Facebook plays an integral part in every single dealership’s online reputation. Ignoring your Facebook community is like not greeting a customer who walks on your lot. How successful would you be if you never acknowledged that customer who’s interested in your dealership?
Social Media Coaching & Training