Social Media & The Boat That We Are Missing

It is no secret that social media has been discussed in the automobile industry for what seems to over a decade now. It was remarkable just ten years ago to attend conferences and learn from experts about YouTube video marketing and the early stages of discussing Facebook strategies. Let’s fast forward to 2018 where the social media game has changed from every angle.

So many social media resources have been developed over the years. We have tools such as Pinterest, Instagram and Snapchat just to name a few. We also have tools that help enhance the content that we post. However, there is one huge problem that auto dealers have when it comes to social media. The biggest issue auto dealers are still facing is demand for immediate lead generation. Everyone is so conditioned to focus on instant ROI, but very few sit back and think about their brand.

The brand of a business is what people will remember the business. Think about the logo and style of a company like “Target.” The red circular bull’s-eye graphic is branded so well that people everywhere can recognize the brand. Along with the logo comes the style of advertising that they employ and the culture that they provide as a company.

Now check out the social media presence of that company and consider their content marketing strategy. “Target” has created an image that society follows and can appreciate.

So my question to auto dealers is: why are you ignoring the brand of your company? What is the message you want to give your followers? A bold statement (but a true one in my eyes) is that car dealers are missing the boat when it comes to effectively using social media. Advertising agencies are charging dealers huge sums to post generic content that can be found on the OEM’s site.

Some of these agencies set up as few as two posts per week and later deliver reports on how much traffic the dealer is generating. I have news for you, Mr. Dealer: that is not social media!

Social media involves a strategy where the dealership embraces being social. It involves getting out of the comfort zone of hiding and putting yourself out there. You need a content strategy and an effective partner who can create valuable content with the right descriptions, hashtags, and links. Paid advertising is great for attracting new eyeballs and some leads, but organic content is what will keep people following the dealership.

The organic content needs to include videos of anything related to the dealership: promoting staff, new specials, delivering valuable insights about the process of selling and servicing vehicles, any community ties, and much more.

In addition to creating video content, there must be a process for producing beautiful graphics that tie into current events or promotions. Believe it or not, people engage well with high-quality graphics on Instagram. Every single “like” on an Instagram post is just one more person who saw your brand and might one day remember it because it was different and unique. I notice dealers doing a better job of posting pictures of happy customers—and that is a great start.

That is one part of showcasing the incredible culture the dealership has.

This is barely scratching the surface. Why? Because more and more dealers are doing similar things now, which means that it does not showcase what sets one dealership apart from the rest of the competition. The goal is to be unique and to tell a story that people want to watch.

It is a common fact that people are addicted to social media and will believe everything they see. Social media has replaced television because we spend more time on Facebook and Instagram than anything else.

This is the number one form of communication in 2018.

This means that the ability to stay in front of people and build a following is greater now than ever before. To prove the point of this statement, search “social media vs. TV” and read what advertising experts are writing. The bottom line: now is the time to capitalize on the opportunity and dominate your market with social media.

A great example of this is Brooklyn Mitsubishi, a dealership that has been consistently selling over 300 units per month for over six months running.

At the end of the day, the big question for a dealer is, “how does it make me money?” I challenge anyone reading this to find a dealership that is taking their social media efforts to the next level—and ask them that question. The results might just shock you.

A sales consultant from a dealership client of mine recently had dinner in a restaurant about thirty miles south of his dealership’s location. Someone walked over to him and told him they recognized him from social media. They talked for a few minutes and exchanged business cards.

Now imagine if this started happening more often. Do you think you would eventually pick up new customers?

The ROI is not instant. No one should ever sit back and think that this is a waste of time or money because branding is a long-term investment. There cannot be a true price tag on the value of a brand. How much is the branding for “Target” worth? If I had to guess, I’d say it’s now priceless.

Auto dealers need to consider the value of their brand and realize what they are missing. Stop relying solely on advertising agencies selling thousands of dollars of paid ads. Start focusing on the brand.

The traffic will come.