With the growing social communities, is imperative that car dealerships today get involved in this new trend. By having an evolving social campaign that is connected to your existing assets, such as main URL, blogs, specials’ page, inventory, service, etc., you’re reviving and refreshing your overall business’ strategies. The concept of a campaign is to become a problem solving tool for your goals and objectives. Keep it simple but clear. If you’re pushing your new inventory on a social campaign, why would you link any of the VIN pages to the service appointment form? Focus on the objectives. This way, you can demand results on what you’re expecting to see. It doesn’t matter how big or successful your car dealership is, you’ll always have room for improvement and audience domination.

1. With very few exceptions, right now every marketing agency
and marketer out there will tell you and try to convince you
that they have the answer you have been looking for. They
have an elaborate, “hard to follow vocabulary” and a very
subtle but firm voice that enchants the entire audience. After
a couple of phone calls, some emails and may be a personal
visit, all you come to realize is that you need this “marketer”
to make it in the Automotive business!
Once again, and going back to our prior articles about leads -
Car Leads are actually Real People – Care for them and
listen to them! and Car Leads need Technology and the
Human touch to convert, these marketers have done their
homework and know exactly how to treat you as a real person
that can convert into a sale.
We’re not against marketing agencies or third party marketers
that have dedicated their careers to finding the needed loops and tricks to enhance and improve a dealership’s
results. These folks are a needed remedy to time efficient and scalable solutions. Our goal is to educate and
inform you as a car dealer, of some of the steps that YOU NEED TO PAY ATTENTION to when planning social
campaigns.
Social Campaigns are about your overall business
When you think about social campaigns, you may be considering Facebook opportunities, Twitter comments,
Pinterest images, etc. You have to go beyond this. Regardless of the channel or channels you’re willing to
implement, always remember that all your efforts are focused on your business.
It is up to you, as a dealership, to know and understand your goals and objectives. The why, how, where and
when of every goal you want your marketer to reach has to come from you. No marketing agency or third party
marketer can determine an intelligent estimate on issues that may need attention. This is why rushing into a
social campaign that is not clear to you and hoping for a positive ROI is not the best practice.
Be open to criticism. As you engage in the search for professional marketing help, marketers can point out some
of the obvious issues that can be dealt with immediately. The lack of reviews, lack of information on your
listings, the lack of interaction with your audience, etc. are just a few examples.

2. Connect your Social Campaigns with
your existing assets
With the growing social communities, is imperative that car
dealerships today get involved in this new trend. By having
an evolving social campaign that is connected to your
existing assets, such as main URL, blogs, specials’ page,
inventory, service, etc., you’re reviving and refreshing your
overall business’ strategies.
The concept of a campaign is to become a problem solving
tool for your goals and objectives. Keep it simple but clear. If
you’re pushing your new inventory on a social campaign,
why would you link any of the VIN pages to the service
appointment form? Focus on the objectives. This way, you
can demand results on what you’re expecting to see.
It doesn’t matter how big or successful your car dealership is, you’ll always have room for improvement and
audience domination.
Social Campaigns demand human involvement
The traditional marketing campaigns rely on emails, clicks, lead generators, etc., which still work, but now you
need more. Car buyers are getting smarter and more demanding on others’ opinion about a car or a dealership.
The social communities are very friendly when it comes to give out an opinion or a comment that could help the
potential buyer chose to visit your store or not.
As you well know, the social trend means interacting with your existing and potential audience. Be ready to be
involved with your social campaigns as these evolve and grow. The strength of the social communities can be a
positive boost or a very heavy anchor.
Social campaigns demand the human touch. From simple questions to more “Like” and followers, these need to
be addressed and followed up promptly.
Rules of engagement are there to be followed and adjusted depending on your needs. At the end of the day, is
about reaching the consumer thru all the channels available in an organized and well oriented informative
approach and not by the overrated sales gimmicks that are already part of the past.
Be involved in your social campaigns and be the master of the goals and objectives you want your marketing
agency to achieve.