Bad news, sad memes, and people bombarding you with items for sale is what Facebook has become over the last few years, but there are many of us in the digital marketing industry pushing for a new and more positive social media environment to engage our social media audiences.
Over the last decade, I’ve tested just about every type of post on social media to see what excels and what doesn’t. As expected, “feel good” positive content gets more engagement, more shares, and more exposure. So, the real question is, how do we make “feel good” posts that sell cars? Well, folks – scroll down and I’ll give you some quick tips.
1. Post local content.
I can’t stress this enough. Local content connects your dealership with the community and reminds people that you’re not just car salespeople. You’re living, breathing, eating members of the community that they live in. This connection is priceless. Think about it like B2B. Scratch a local restaurant’s back with a quality post about your staff eating there and I guarantee that the restaurant will, in turn, send people to your showroom. Simple right?
2. Avoid touchy subjects.
Politics, religion, and potholes are my main three. Your customers are on Facebook to escape the real world, so if they happen to see your content, it needs to be something that they want to read or engage with. Even a simple post about the local police department holding a fundraiser can turn into a very political comment section that your social media manager will have to navigate with caution. Think before you post.
3. Respond to your engaged page fans.
Think about it this way – with the dreaded Facebook algorithm in place, if someone actually takes the time to stop scrolling, read your post, and leave a comment and you totally ignore them, what is their incentive to connect with you in the future? People want conversations. Be casual, non-scripted, and make a genuine conversation back and forth in your comments section.
Our team recently talked about this in our last lunch and learn session called, The 7th Level of Engagement. The 7th Level, created by Marketing Specialist and Engagement Expert, Amanda Slavin, digs into how a brand or business engages with their customers online. Without getting too far into the weeds, this step-by-step process helps you see how your customers and followers turn from disengaged users into full fledged literate thinkers that love your business so much, they don’t need an incentive to get them to sing your praises – they just do it.
In order to get your followers to that point, you must be an active participant. Respond, comment, share and your audience will remember.
4. Have fun!
Humor and car sales work well together. Have a Hellcat on your lot that you need to move? Hit them with, “This isn’t your buddies up-badged SXT.” Simple little anecdotes will get people to laugh and react, in turn making other people stop to see what all of the commotion is about. Don’t be afraid to push the envelope a little.
Social media isn’t going anywhere anytime soon, so use your business’ Facebook, Instagram, and Twitter feeds as a place to not only sell vehicles, but a place to spread positivity, promote local organizations, and support businesses in your area. Stand out, don’t blend in. As Tom Fishburne once said, “The best marketing doesn’t feel like marketing.”