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If you're like many, you're sick of hearing how big social media is. It's huge. We get it. That's not the real "juice" that comes through utilizing social media for automotive advertising.
The greatest benefit that social media currently offers to car dealers is through hyper-targeting. More dealers every day are taking advantage of the standard targeting components of sites like Facebook and Twitter - targeting by location, age, income, education, and any combination of these and many other demographic components available. Very few dealers are taking advantage of the stronger data that's available through a plethora of very specific data sets.
First and foremost, the use of your customer database is absolutely imperative. You might be sending direct mail to your customers. You're probably emailing them. Unfortunately, your also probably missing a large number of them because of spam filters and a general distaste for junkmail.
Social media offers a very direct way to get your message in front of them. We've discussed "secretly" about unpublished posts and the power of advertising directly to your customers, but that's just the tip of the iceberg.
Facebook has so much data that it's relatively easy for dealers to put very specific messages in front of very specific groups of people. If you're a Nissan dealer, you can target Altima buyers with one message, current Altima owners with another message, and people considering a Camry or Accord with another message.
It goes even further than that. We've seen tremendous success with seasonal posts. For example, targeting "2014 College Graduates" with a college grad buyers' program in May yielded more leads from that page in 3 days than in the previous 365 days combined.
If you are not planning to attend the Driving Sales Executive Summit, October 12-14 at the stunning Bellagio in Las Vegas, I have to wonder if you're really serious about succeeding. This is the conference to attend in October. If you are planning on attending, I encourage you to check out my workshop on this very topic where I'll be discussing in much greater detail how to make it happen at your dealership.
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