As a car dealership, there are two goals. The first goal is to provide excellent customer service and exceed expectations. The second goal is to grow your business. Attracting new customers is the backbone of marketing and what better way to market your business than with Facebook.
With over 2.9 billion monthly users, Facebook is the largest and most widely used social media channel. As such a highly trafficked website, it helps yield the best results for bootstrapped marketing teams. You can hone in on a specific demographic, maximize your clicks and impressions, and generate more leads from ad campaigns compared to other paid mediums.
Know the First Steps
Before you jump on Facebook and go to their Ads Manager, think about what you are trying to accomplish. What is your brand’s image? What type of content do you want to promote? Do you want to push a new line that just came in or clear out your inventory?
Knowing the goal of your marketing campaign will help yield better results and attract more buyer-ready leads.
First steps to understand to market your business more effectively:
- Conduct market research and understand your target market.
- What’s your competitive advantage?
- Know your brand and how you want to position yourselves in the market.
- Set your budget and create goals.
Throwing your advertising dollars to Facebook without much research or understanding could result in low-performing campaigns and end up costing you.
Facebook Ads for Car Dealerships
Facebook has multiple different types of advertising options available. Different industries have different needs. When it comes to your car dealership, showing off your products and services is essential. If you want to highlight a new truck, show people pictures of it. If you have a service center that offers lots of beneficial services to your customers, describe the services in-depth.
Facebook’s dynamic advertising allows you to create a carousel of different vehicles you have available. You can include pictures, in-depth descriptions, and pricing information. Prospects can click through as many pictures as you upload. The longer they look, the more interested they become.
Who doesn’t love a quick video that includes all the information you’d want about a specific topic? When it comes to advertising your car dealership, Facebook’s video advertising is an extremely effective way to reach your target audience.
You can promote a specific car, a specific feature of a car, increase awareness of your dealership, highlight your service department. Videos are a great way to quickly and effectively convey a message to prospective customers on Facebook.
Facebook Lead Forms
Facebook lead forms allow prospects to quickly fill out a form to have someone assist them with their car search. These forms are customizable and allow you to sync the form data to your CRM to ensure leads are being properly tracked and you can contact them as quickly as they come in. Lead forms are easy to set up and can be a great way to turn browsers into actual prospects.
In an effort to continue to show up for your prospective customers, Facebook’s remarketing ads can help you stay front of mind. Retargeting campaigns target former visitors of your website or someone who has already clicked on one of your existing ads.
You can break down this audience into specific groups based on which pages they’ve visited, the amount of time they’ve spent on your website, the ads they’ve clicked on. Creating your retargeting list criteria can prove to be extremely beneficial to your car dealership and yields some of the best results of all Facebook advertising campaigns.
Set Up Your Facebook Ads Account
Getting started with Facebook ads is relatively simple. The first thing you’ll need to do is create a Facebook Business Manager Account. Once your account is set up, you’ll need to add the billing information and payment information. Make sure to set a budget to control your ad spending so there are no surprises at the end of the month.
You can then add additional users who may need access to the account. Once this has been set up, you can begin selecting which types of ads you’d like to set up, the duration of them, your target audience, and more.
One important element to keep in mind is to make sure that when a prospect clicks on your ad, it’s linking to your website and you have proper tracking set up. This can be a bit of an afterthought, but, knowing where your prospects are coming from when you have paid media is crucial. How can you properly attribute a high return on your marketing dollars if you can’t properly attribute a prospect to a specific marketing channel?
If you need assistance with the setup process or general best practices, we’re here to help. Market Doctors is a premier digital marketing agency for car dealerships. Our goal is to help you increase sales, market share, customer acquisition, and customer retention.
Learn more about our services and how we can help kickstart your car dealership’s Facebook advertising.