If you wondering how to take your dealership's Facebook presence to the next level, perhaps it's time to consider paid Facebook advertising. Don't get us wrong, we always rejoice when someone Likes us on Facebook, and so should your dealership. However, Likes alone may not turn the dial when it comes to your social media marketing efforts. With that in mind, we'd like to look at when Facebook ads can make sense for your dealership, how it can draw attention to your brand, and why their ad platform is both user-friendly and relatively low-risk.
"Likes" Are Great, But…
When it comes to Facebook engagement and ROI, success is in the eye of the beholder. For some firms, generating Likes on a consistent basis is not only a good metric for Facebook engagement, but the only one they need: just by having people Like their brand, they are contented. Of course, other firms may feel differently, especially marketing managers who must tell their boss how their dealership's Facebook page is generating new leads, growing their brand, and ultimately, selling more cars. In other words, sometimes "Likes" won't pay the bills, and if that's how you (and your boss) feel, you're certainly not alone.
When Content is Only Part of the Equation
Obviously creating original and compelling content is the one of the most important elements of your Facebook strategy. It's an affordable way to get your brand and insights in front of prospects. At the same time, as you may have seen on your own personal Timeline, you worry that your dealership's posts may get buried among all the other content floating around. This is a valid worry, especially considering recent tweaks to Facebook's news feed algorithm. Perhaps these tweaks are part of a larger, more sinister plot hatched in Facebook's headquarters, but at the end of the day, much like other other elements of marketing, the best way to draw attention to your brand is to pay for it.
The Case for Facebook Advertising for Automotive Dealerships
OK, so now you're seriously thinking about running an ad for your dealership. Here are three reasons why it can make financial sense.
It's intuitive. The first thing to understand is that setting up an ad on Facebook is easy. You don't need to be a Facebook expert to figure it out; just click on the "Promote Page" prompt in the upper-right hand corner of the screen and go from there. Better yet, Facebook even has real, live humans to help you set it up.
It's highly targeted. More importantly, Facebook — which, after all, knows everything about its users — will allow you to create highly targeted ads based on user demographics, location, age, etc. within the constraints of predetermined budget. Want to spend $100 for a trial run campaign targeting young males in Northern California? Nothing's stopping you.
It's measurable. Furthermore, Facebook's new and improved reporting tools allow you to see how your ads are performing. Based on your metrics for success, you can quickly determine what's working and what isn't. You can boost or reduce your budget. You can tweak your copy. You can modify your target demographic. You have options.
Ultimately, Facebook advertising for automotive dealerships is a highly intuitive and easy-to-track ad platform that can be rolled out based on a budget that works for your dealership. As a result, it's a relatively low-risk investment that can make sense for your dealership when, alas, "Likes" aren't enough.
Now we'd like to get your feedback. Has your dealership experimented with Facebook advertising? Has it proved successful? If so, what do you attribute to this success?
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