Digital Dealer - January 2018 - 46

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

ness/a/drive-store-visits)
a tool that allows dealers
to determine how many
customers were spurred
into action by a Facebook
advertisement.
The power of targeted
digital advertising is hard
to deny, but it can be
difficult for some Baby
Boomer and Generation
X general managers to
venture into this brave
new world. Unlike their
Millennial and Generation Z counterparts, they
didn't grow up with social
media. It takes a bit more
to convince them that it's
relatively easy to reach
the right people, get them
to schedule a test drive
online, capture relevant
data, and do it all in real
time without wasting
money appealing to
uninterested parties. That
might sound like a tall
order, but it's all possible
through social media.
TIPS TO BECOME A
SOCIAL ADVERTISING
MASTER

Targeted digital advertising is a versatile and
malleable tool that can
drive business in almost
any industry. Want to
harness the power of
social media to fuel your
car dealership? Here are
a few steps to get you
started:
1. INSTALL
FACEBOOK PIXEL.

When you log in to
Facebook Ads Manager
or Power Editor, you'll
see a link for Pixel.
There, you can get coding instructions on how
to install your Pixel onto
46

JANUARY 2018

your website.
An Edmunds study
found that the Facebook
Pixel was able to drive a
45% increase in online
visits and a 17% boost in
dealership visits. Those
numbers alone should
excite any dealer looking
to ramp up sales.
For the best results,
you'll want your web developer to make sure the
Pixel fires on every event,
such as when someone
lands on your site and requests a quote. After the
person has received your
price, he or she should be
removed from your sales

proach of television and
radio, these targeted ads
only get in front of people
who might actually make
a purchase.
Research indicates that
about 80% of the auto
buyer's journey takes
place via digital channels.
If most of your ad buys
are on radio or television,
you're missing four out of
five conversion opportunities.
3. RETARGET WITH
VIDEO.

After installing the
Facebook Pixel and adjusting your Power Editor,
it's time to deliver a video

AN EDMUNDS STUDY FOUND
THAT THE FACEBOOK PIXEL WAS
ABLE TO DRIVE A 45% INCREASE IN
ONLINE VISITS AND A 17% BOOST IN
DEALERSHIP VISITS. THOSE NUMBERS
ALONE SHOULD EXCITE ANY DEALER
LOOKING TO RAMP UP SALES.
funnel. You probably don't
want to continue marketing to someone who's
already done exactly
what you wanted.
2. CREATE A
FUNNEL.

Your next step is to
market on Facebook's
Power Editor, which
will help you uncover
near-market and in-market targets. You can then
further refine your parameters to include near-market and in-market prospects interested in SUVs,
hybrids, or other vehicles.
Unlike the shotgun apD I G I TA L D E A L E R . C O M

to everyone who clicks
through. PCG Digital
Marketing found that 40
percent of car shoppers
made a purchasing
decision after watching a
video online - why not
have that be a video you
created?
Videos are relatively
inexpensive to produce,
and they can deliver invaluable insight into how
interested prospective
buyers might be. People
who sit through more
than 50% of your video
are engaged targets who
can be pushed further

down the sales funnel;
those who watch only a
few seconds of your video or never click the play
button can be returned to
the top of the funnel.

4. CLOSE PROMISING
DEALS.

Remember those folks
who watched most or all
of your video? Send them
a Facebook Lead Generation notification prompting them to set up a VIP
test drive or to trade up
to a new vehicle. You can
set up your system to
handle this automatically,
connecting their responses with your customer
relationship management
system for real-time sales
opportunities.
Despite the advanced
offerings on your average dealership floor, it's
easy to get stuck in a
"Mad Men" mindset of
print, radio, and television
ads. Instead of ignoring
the latest digital trends,
embrace the possibilities.
The future of car sales
isn't on the tube or over
the airwaves - it's in the
cloud.
BUD TORCOM is the
CEO and co-founder of
Mazama Media, a digital
marketing agency that offers
high-quality social media
solutions for businesses.
Mazama Media focuses on
the individual needs and
personalities of clients to
create unique and engaging
social media content, and
the company is part of the
prestigious Facebook Small
Business Council. Bud is
also a member of the Forbes
Agency Council. Connect
with Bud on LinkedIn.


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
http://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
http://www.nxtbook.com/nxtbooks/digitaldealer/201904
http://www.nxtbook.com/nxtbooks/digitaldealer/201903
http://www.nxtbook.com/nxtbooks/digitaldealer/201902
http://www.nxtbook.com/nxtbooks/digitaldealer/201901
http://www.nxtbook.com/nxtbooks/digitaldealer/201812
http://www.nxtbook.com/nxtbooks/digitaldealer/201811
http://www.nxtbook.com/nxtbooks/digitaldealer/201810
http://www.nxtbook.com/nxtbooks/digitaldealer/201809
http://www.nxtbook.com/nxtbooks/digitaldealer/201808
http://www.nxtbook.com/nxtbooks/digitaldealer/201807
http://www.nxtbook.com/nxtbooks/digitaldealer/201806
http://www.nxtbook.com/nxtbooks/digitaldealer/201805
http://www.nxtbook.com/nxtbooks/digitaldealer/201804
http://www.nxtbook.com/nxtbooks/digitaldealer/201803
http://www.nxtbook.com/nxtbooks/digitaldealer/201802
http://www.nxtbook.com/nxtbooks/digitaldealer/201801
http://www.nxtbook.com/nxtbooks/digitaldealer/201712
http://www.nxtbook.com/nxtbooks/digitaldealer/201711
http://www.nxtbook.com/nxtbooks/digitaldealer/201710
http://www.nxtbook.com/nxtbooks/digitaldealer/201709
http://www.nxtbook.com/nxtbooks/digitaldealer/201708
http://www.nxtbookMEDIA.com