Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
ActivEngage

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

Auto Dealers Use Facebook Geotargeting For Digital Marketing

Let’s say that you’re an auto dealer with a successful social media aspect of your digital marketing campaign – you have tons of Facebook fans, a healthy community that provides feedback and applause, and an online presence that grows every day. But the point of any marketing endeavor is to eventually convert your fans into loyal customers, and you determine that your Facebook page just isn’t bringing in sales –  despite all the positive metrics that indicate otherwise. What went wrong?

Location has a significant impact on automotive dealerships because of the very nature of the business. It is not economically viable to ship a 4,000-pound vehicle across the country, so you depend on sales within your jurisdiction. Therefore, you reach out to local media. When you purchased that billboard space on the interstate, you did it because you knew that drivers in the area would view it. When you filmed that goofy ad and broadcast it on Channel 12, you did it because you knew that all viewers would be local.

Your Facebook page is very different from these media. After all, what good are fans and followers if they will never buy a car from you? This very question keeps auto dealers from utilizing social media platforms and sticking to the tried-and-true marketing methods of the past. However, you are in luck! Facebook has a built-in feature that allows you to deliver relevant content to the regional audience that can most benefit from your messages. This digital marketing strategy is known as geotargeting.

When you update your followers about your promotions using a Facebook status update, explore the Audience button underneath the entry field. From there you can select what regions can view your status, and with a few clicks, you can customize your posts for different cities, states, countries, and languages. So how can you use this to localize your Facebook page?

If you have a lot of Spanish-speaking customers, use the language filter to connect to them and customize their messages in español! If you have a local promotional event, don’t bother your entire following - send invitations to only those in the area! You could even use this functionality to send different messages to different regions and A/B test them by comparing their conversion rates. But, the most effective way for auto dealers to localize their digital marketing efforts is an analytics tool that can report the exact location of all website visitors in real time!

___

Need help making your Facebook content relevant to your region? Leave a comment at our blog and our marketing staff can help!

Chris Costner
Great tip Stephen. I have read somewhere that not every fan on a page sees every post due to an algorithm from Facebook. Let me ask, would this "geotargeting" option help increase views as well? Curious to know.
Stephen Jackson
Hey Chris, thanks for the question! Restricting your posts to a certain geographic area might not increase overall page views, but it will increase page views in the area you specify. This means that you can get the attention of those consumers who are close enough to your dealership to actually MAKE a purchase. Try it out!

 Unlock all of the community & features  Join Now