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.
×
JD Rucker

JD Rucker Founder

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

Post Inventory the Right Way to Facebook

Cutter Chevrolet Rabbit

Here’s the sad truth about the way that most dealers are posting their inventory to Facebook. It’s not getting seen. None of it. Not at all.

Currently, there are three primary ways that dealers are posting their inventory to Facebook. The most common method is to have a tab on their Facebook page with their inventory. This doesn’t work. The click stats that we’ve studied using three different inventory types show that even the most active dealer Facebook pages are seeing next to zero traffic, clicks, or leads from this form of inventory posting.

The reason is obvious – people don’t visit your Facebook page unless they get there through search, a link from your website, or an ad on Facebook. In these three scenarios, they’re either not interested in seeing you inventory (if they were, they’d just go to your website) of, in the case of referrals from your website itself, they’ve already seen it. Now they want to see you and your personalization.

The other way is to feed your inventory manually or automatically through Facebook posts. This is a really, really bad idea because it will kill your page’s algorithmic authority and render your posts, inventory or not, essentially invisible.

The third way, the one that we recommend, is to be creative, selective, and persuasive. You have to post vehicles that deserve to be on Facebook. By that, I mean that the vehicle has to have something special about it that you can focus on, it needs to be relatively unique, and it has to have a compelling story behind it. In some cases, the cars create the story itself. We all covet that 5-year old car that was driven by a grandmother who literally took it to the grocery store and church and accumulated 20K miles over her five years of ownership. A car like that would definitely fit the criteria and the story clearly would write itself.

The more common circumstance is that you’ll want to create your story for the vehicle. In the example above, the story was that it was a unique car. We focused on the paint job to turn it into something that is at least a little interesting to the Facebook fans for this page, then we told a little about the car, just enough to let people know that they’ll be clicking through to a vehicle details page. This is important. You do not want to try to trick people into clicking through to a link that is trying to sell them something.

Be transparent. The car speaks for itself, so the image won’t make people report it or block the page, but if you then try to get them to click through without letting them know that you’re wanting them to buy it, you run the risk of them landing on your website, getting upset that you conned them into clicking through to what they thought was an image gallery, for example, and then clicking back and giving your post negative feedback. This is a bad thing.

Look at the example above. It’s a nifty little used VW with a different paint job. Rather than simply saying, “Check out this VW Rabbit…” we put a cute little spin on it. As a result, we know three things:

  • It did well in the news feed, garnering 38 likes.
  • It did not receive negative sentiment such as reports or hides.
  • The vehicle sold less than 48 hours after it was posted to Facebook.

You don’t have to wait for a car with an interesting paint job. Chances are you have something on your lot, particularly a pre-owned vehicle, that has something interesting about it. Here’s another example:

Waynesville Camaro

In that example, the focus is on the year. It’s a used car, but it’s a 2013. Every lot should have some of these available. Hot newish car without the new car price – that’s a story that’s Facebook worthy, especially with a nice image of the vehicle itself.

This is where some creativity comes into play. You can’t just say, “2013 Camaro with 16K miles for sale, click here…” You have to tell a story about the vehicle. At the time of writing this article, the post is only 33 minutes old so we don’t have any statistics on it, but you get the idea.

Social media isn’t just for branding. With KPA Local Engage, we highlight the right vehicles, specials, and dealership activities that will resonate on the various social sites. Done properly, your social media can start producing real ROI. The branding – that’s the consolation prize. Focus your social media on getting tangible results.

* * *

Originally posted on the KPA blog.

 Unlock all of the community & features  Join Now