4 Facebook Tools to Engage & Inform Automotive Shoppers
Mar 31, 2020
As more people stay home due to the COVID-19 coronavirus, they’re spending more time on Facebook and social media for human interaction. Dealerships should take advantage of people’s increased Facebook usage by coming up with a plan to engage and inform current and potential customers.
Having a plan to engage and inform online shoppers is especially important for dealerships having to temporarily close their store(s) due to COVID-19.
To help, we put together a list of 4 underutilized Facebook tools dealerships can use to engage shoppers, to keep them informed and to cultivate long-term customer loyalty. Use these tools to supplement ongoing Facebook advertising efforts.
1. Facebook Live
The first tool dealerships should use to engage shoppers and keep them informed is Facebook Live. This Facebook tool lets dealerships interact with viewers in real-time. It can also be used to bring viewers behind-the-scenes of a dealership.
Facebook Live broadcasts are saved to your page and can be viewed later. Facebook Live also notifies followers that a dealership is live. Dealerships can use these benefits to their advantage.
Use the following ideas to engage and inform automotive shoppers using Facebook Live:
Dealership walkaround: Meeting dealership staff, showing off health and safety precautions, etc.
Updates on specials
Educational videos: do-it-yourself vehicle maintenance tips with dealership service staff
Employee spotlights and live Q&As
Connect directly with customers who messaged about lease rates, specials and other offers
2. Facebook Messenger
The second tool dealerships should use is Facebook Messenger. Messenger is Facebook’s instant messaging platform. This tool allows dealerships to build relationships and trust with customers
Facebook Groups is a tool that can be used by dealerships to build communities and better relationships with customers. People who join groups typically are more loyal customers who are interested in a dealership’s offerings. This is because members must voluntarily join to become a part of a group.
Here are some ways dealerships can use Facebook Groups:
Use as a forum
Dealerships can ask group members questions, post polls and/or seek loyal customer feedback
Dealerships can enhance their customer service by showing customers that they listen to their wants and needs by utilizing and acting on their responses
Post offers, special deals and incentives
By posting dealership offers, deals and incentives in a group, dealerships can get relevant sales messages in front of interested customers
A benefit of Facebook Groups is that when someone posts in the group, all members will be notified (unless a member turned off notifications themself)
Keep an eye on what types of posted content people prefer. For example, you might find group members prefer a certain offer or incentive over another. Make adjustments and learn about your group members’ wants and needs
At Dealer Teamwork, we created a Facebook group for our clients to discuss automotive topics with other dealerships and get access to exclusive content and news!