When I first stepped into the automotive industry back in 2011, social media marketing was just beginning to evolve from personal pages to company pages. Back then, we were all figuring it out—what do we post? How do we use these platforms effectively? It was a lot of trial and error, and surprisingly, many of the strategies that worked then still hold strong today.
The Power of Personalized Content
The dealerships that had the most success early on were those that took a personalized approach. Rather than using stock images, they showcased their inventory with real, engaging content. For example, as soon as a car rolled off the truck and onto the lot, they’d post dynamic photos or videos of it on social media—often capturing it in action. This approach resonated because it was authentic and tailored to their local community.
Today, that same principle applies. Dealerships that simply post generic stock images miss the mark. These images don’t stand out and often mirror what the manufacturers are already sharing. To truly succeed, dealerships need to craft unique content that reflects their brand and community. If you’re not ready to commit to creating original content and posting regularly, it’s better to not post at all. Inconsistent or irrelevant content can do more harm than good.
Choosing the Right Social Media Platforms
The first step in a successful social media marketing strategy is selecting the right platform. Is Instagram, TikTok, Twitter, LinkedIn, or Facebook best for your dealership? For most, Facebook and LinkedIn are solid choices. These platforms have broad audiences, making them ideal for reaching potential customers. However, if your brand skews younger—think under 30—TikTok and Instagram might be worth the investment, especially if you can create engaging video content.
Building a Community Around Your Dealership
The ultimate goal of social media marketing for automotive dealerships is to build a community. Yes, it’s about promoting your brands and models, but more importantly, it’s about establishing a trusted connection with your audience. While the manufacturer’s role is to build the brand nationally, your responsibility is to promote both the brands and your dealership locally.
A good dealership has loyal customers who return because they trust the people, not just the brands. Social media is a powerful tool to build this trust. Whether you’re sharing posts about new cars, dealership events, or customer experiences, the content should be relevant and resonate with your audience.
4 Strategies for Effective Dealership Social Media Marketing
Here’s a quick guide to making your dealership’s social media marketing more impactful:
1. Highlight Your Inventory:
Show off what’s available now. Use your platform to elevate messages from the manufacturer but add your unique touch. Have someone from your dealership with a good following create walk-through videos of new models.
2. Engage with Your Customers
Use social media to connect with your customers. If someone comes in for service, take a photo and tag them in a post. Showcasing real customers adds authenticity and builds community.
3. Localized Content:
Tailor your content to your local community. Partner with local businesses, like a popular bakery on National Donut Day, and create collaborative content. This not only boosts your reach but also makes your posts more relevant to your audience.
4. Break Free from Restrictions:
While manufacturers have strict guidelines, social media marketing allows you to be creative within those boundaries. Use it to give your dealership a local flavor that resonates with your customers.
Final Thoughts on Social Media Marketing
In today’s digital age, a successful dealership social media marketing strategy is rooted in authenticity and community engagement. By choosing the right platforms, personalizing content, and leveraging local connections, your dealership can build a loyal following that goes beyond just the vehicles you sell. Remember, your social media presence is not just about selling cars; it’s about creating a lasting relationship with your customers.