Facebook for Auto Dealers: Meh, Myth or Legend?

We’re all familiar with Facebook and that 18 million of us Canadians visit the site daily, but what’s in it for the dealership? As a dealership, can you utilize Facebook and all of its data for more than likes and shares?

Some dealers have remained skeptical and think successful advertising on Facebook is a myth. However, after reading the data in Facebook’s latest study, that myth is busted. Young woman using cell phone to send text message on social network at night.

Facebook has finally published their very own independent study based on Canadian Automotive shoppers. Surveying 1,500 Canadians between the ages of 18 – 64 who specifically planned on buying or leasing a vehicle in the next year, garnered some interesting results.

Key TakeAways for the Dealership:

  • “Nearly half (47%) of Canadian auto shoppers surveyed said they use Facebook to get information about vehicles and 29% said they use Instagram to do so.”
  • “74% of Canadian auto shoppers surveyed use a mobile device to do their research.”
  • “33% of Canadian auto shoppers surveyed said say it’s too difficult to find the information they need when researching a vehicle.”

A few great reminders:

"Canadian auto shoppers want control and easy access to information" according the the latest Facebook study

As shoppers get closer to the end of their buying journey, they start to whittle down the number of devices they do their shopping on to strictly mobile. Insights from this survey suggest this shift is due to the increased need for immediate, on-the-go answers.

Put it Into Action:

  • Shoppers prefer online shopping for the convenience but are insecure about their expertise and ability during the car buying process. Assuage their worries and streamline the process by engaging on Facebook and Instagram with how-to content across all stages of the purchase process and all departments of the dealership.
  • Assure shoppers that they are making the right choice by promoting your current reviews and happy customers, citing 3rd party reviews and promoting no commitment or low pressure programs
  • Use the vast amount of customer data available on Facebook to create custom content targeted to their specific needs. For example, create content around how to get financing, how the student purchase program works, and which vehicles are best as your ‘first vehicle’ targeted to students at your local University and Community College.
  • Be where your customers are and your competitors are not. It’s more cost effective to run a Facebook advertising campaign right now because you have less dealership competition, so take that early adapter advantage and run with it!

Now that Facebook has proven they’re a legend, ask us how we can make you into one and we’ll give you $500 to get started on generating more leads.

Read the full survey here.

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