Auto sales have changed massively in the last few years. Whereas, in the last decade, buying and selling a car was largely a person-to-person experience, that experience has been amplified by the vast array of information now available on the internet. Add to this a social aspect present on platforms like Facebook and Instagram, and even the process of buying a car now takes a village. This new fact of life has tied deeply into how people view their car buying experience, and automotive dealers are going to have to get used to it. Those dealers who embrace the new reality of social media will be more successful in the long term.
Social Media Now Drives the Internet
While a lot can be said for the effect of social media on business, it’s easier to demonstrate through these handy infographics. It is important to note that 46% of web users now consult social media when making a purchase. This should not dissuade an automotive dealer. Social media is not the competition; other dealers are. Dealers can take a proactive stance in assuming that potential customers have already done at least some research and can use a more consultative approach, encouraging them to ask more questions to help sell a vehicle. In fact, in some cases, it can be said that selling a car can be even easier when you take into account the way clients actually use social media.
Lead Generation Through Social Media
While this could probably be guessed by reading the above paragraphs, it’s important to be clear that the Internet is and will be central to your dealership marketing efforts. Make sure that you are keeping your website fresh and up-to-date with your latest inventory, since this is central to becoming successful in the social media era. In the current online buying climate, it is hugely important to stay connected with all of your clients and people interested in your services, often referred to as “your fans” or “your tribe”. The distance between interest and decision making has largely shrunk, but you can leverage your own product from the very beginning of the process of consideration by having a handle on what local customers and their friends are looking for at the outset.
Social Media and Customer Support
One of the most important aspects of social media is that it acts as a potential avenue for customer support, which is why you should stay engaged. By having an online “ear” to what your customers are saying, you can maximize their experience and act in an assisting or advisory capacity throughout the life of their vehicle. Even more importantly, you can take advantage of that personal connection to make suggestions for service opportunities, potential upsales, and private events that could lead to new purchases later on. By using the power of social media to become closer to your customers, you will find that you are able to provide them more value and reduce the possibility of loss to competitors later.
This article was contributed on behalf of DealFinder, your number one choice when looking for Equity Marketing services. Check out their website today and see how they can help you!