How to Market Your Dealership on Facebook?

To many dealerships online marketing is still a difficult tool to master; especially marketing on social media platforms. While it's not new by the web's standards, businesses have only just begun to tap into its true potential over the last couple of years.


In the automotive industry, we're noticing a massive growth in the use of social media marketing. Car dealers who previously questioned the value of automotive social media marketing are beginning to understand its value. With Facebook becoming one of the top advertising platforms with more than 1.4 billion monthly active users, car dealers have an opportunity to sell more cars for a fraction of what it would normally cost.

In order to boost your presence on Facebook, drive more traffic to your account and increase your conversion rate, there are key steps you should implement if you want your business to thrive. Let's take a look at ways dealerships can stand out on Facebook.

1) Give your audience what they want.

Normally when people think about content for their dealership's Facebook page, most of them tend towards self-promotion. Although this approach is widely spread across the Facebook marketing platform; yet it's not the best tactic. I encourage you to think how to add value to people rather than self promote yourself. It may sound like the exact opposite of what you think a Facebook page is for, but you need to think about how people (including yourself) utilize Facebook on a day-to-day basis.

For your dealership fan page to stand out, you have to post compelling and engaging content that can relate to your business. The most effective way to do this is to draw out the excitement in the brands you sell.

Post high quality images of cars you sell to show what they're capable of, giving the action a story. Post about the evolution of a particular model and ask people to respond with memories. Create short engaging videos that feature your dealership culture and share these videos with your audience. Post facts about these vehicles, such as fuel efficiency or interior features to spark interest.

2) Create awesome content on your website.

Your website is one of the most important aspects of successful social media marketing. After all your social media account serves to send your customers to your website. You want to make sure you're not only sending people there to increase business, but you want to create shareable content to help grow your online presence.

Great examples of this for dealerships would be lists of modifications people can make, or vehicle comparisons that show how awesome the cars you sell are compared to the competition.

Another important benefit that can be achieved through your content is your website visibility. Genuine and relevant content is not only great for your dealership's social presence, but also great for its SEO as well.

3) Give your inventory a story.

Posting inventory directly to Facebook and other social media sites has been controversial in the automotive industry. But if done right, it not only becomes useful content, it brings real ROI to social media as well.

So instead of just announcing you have a "White 2015 Jeep Wrangler" in stock, give it a unique story to draw users in to engage. Since it's a jeep, you can say: "This white paint job looks so clean. Almost too clean, in fact! Who's going to take this off-road for us?"

4) Add your local touch.

For local businesses, connecting with area consumers on Facebook is by far the best way to get your name out there. For car dealers, standing out often means the difference between being the highest-volume dealership and the lowest-volume dealership.

To build more connections with car buyers in your area, post interesting facts and history about your local area and talk about area attractions. Information is the best weapon in your arsenal. People like to be informed, and if you can add in the local connection, you'll help increase engagement and interest in your Facebook page. If you are able to effectively use the power of information o your favor, you are simply going to make a killing in the sales.

5) Engage with users to build loyalty.

Steps 1 throughout 4 will help give your dealership's Facebook strategy a nice foundation, but to build upon that you need to engage with users.

Regular engagement with your audience; but not to frequent will not only help solidify the connections you've started to make, but will help create the loyal advocates that will help increase the consistency of your dealership's business.

What other tactics do you use on Facebook? Did I miss any tip that can be useful? I appreciate your feedback. Kindly share your thoughts with us in the comments below. We would love to hear from you.