Digital Dealer - April 2019 - 40

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M A R K E T I N G & A DVERT ISING: SOCIAL M EDIA

4 Strategies
for Effective
Dealership
Marketing on
Facebook
We know navigating
the digital space can be
tough. With so many options
for digital marketing, how do
you decide where to spend,
and most importantly, how
to spend on those platforms?
When running a dealership is your main priority,
making the most of the time
you have towards marketing is going to be critical.
At Facebook we have
simplified the process and
created four strategies for
you to follow when building
out your Facebook campaigns that drive all of your
business objectives, including increasing awareness
of your dealership, reaching
auto shoppers, connecting with your customers,
and promoting key events.
These strategies are:
 Why Buy Here
 Ready to Buy
 Customers for Life
 Events
Below, I've outlined each
strategy and some of the
best practices to implement
to execute a full funnel
40

APRIL 2019

strategy to meet all of your
marketing goals:
WHY BUY HERE

Promote your business
and create intent when
shoppers are in discovery
mode.
For those potential buyers who are still in discovery
mode on where they want
to purchase their vehicle,
having a clear answer to
"why should I buy from
you?" is critical. At Facebook, we can help you build
a discovery "Why Buy Here"
strategy to reach consumers at the top of the funnel.
Your dealership brand is
important, and we can help
it come through with your
ad campaigns - beyond just
the clicks.
Let's start with targeting.
We recommend starting
broad with targeting across
the Facebook Family of
Apps and Services to adults
18+ that are a certain
mileage away from your
dealership, or that fall within
your franchised zip codes.
Or, maybe you're in search
of an audience that is

D I G I TA L D E A L E R . C O M

similar to an audience that
your dealership already has
a relationship with? Using
your CRM you can create
a prospecting audience
against all of your customers using our lookalike
audience feature, or more
specifically, customers who
have bought a specific
vehicle from you. We also
have the ability to build this
against people who are actively researching on your
website.
When it comes to
messaging, focus on what
makes you stand out. If I
told you I was about to buy
a car, but I don't know if
I want to buy from you or
another dealership, what
would you tell me so I
bought that car from you?
That is what your creative
messaging should include.
Examples of key messages
to include in your campaigns include key differences or attributes such as
a non-commission sales
staff, the largest inventory
in the area, community
involvement, or great ame-

PRESENTER
By Gabrielle Garrison
Client Solutions Manager,
Auto, Facebook

nities like a kids room.
Before diving right in
to ask for contact information, use the "Why
Buy Here" strategy to
build trust and create a
first impression with your
customers that fuels your
lower funnel strategy.
READY TO BUY

Help shoppers take the
first step to browse your
vehicles, and turn them
into buyers.
We are all familiar with
the marketing phase
where shoppers are in
research mode. In a study
we conducted last year on
the auto shopper journey,
63% of car buyers discovered new vehicles online.*
On Facebook, marketing
to shoppers in this phase
of research and discovery
is what we call this the
"Ready to Buy" strategy.
What's great about this
strategy and the tools that
go with it on Facebook
is that it's programmatic,
and when paired with
our automotive ad units,
no creative weightlifting
is needed. Once you set
this strategy up with your
campaigns, the audiences are automatically
refreshed and creative
is dynamically produced
from your inventory feed.
Here's how you can use
some of our optimization
tools to find ready to buy
customers online:
Out of all the targeting
options available to you,
retargeting and prospecting will be two of the
best audiences you can
leverage. If you measure
vanity metrics like clicks,
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Digital Dealer - April 2019

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