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
• Vehicle walkarounds
• 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

For example, a recent Facebook study found that 69% of people surveyed said the ability to send a message to a business made them feel more confident in the brand.

The same study found that 58% of people surveyed felt more confident messaging a business than filling out a form on a website.

Messenger is also used by customers browsing used vehicles on Facebook Marketplace. Automotive shoppers can use Messenger to message dealerships directly about a vehicle they’re interested in.

Dealer Teamwork offers an automated solution for dealerships to list their used vehicle inventory on Facebook Marketplace. Learn how your dealership can advertise used vehicles using Dealer Teamwork’s Facebook Marketplace services here.

Here are some ideas of how to incorporate Messenger into your dealership’s sales processes:

Messenger pop-up

Dealerships can invite shoppers to start a conversation by showing greetings.

Page call-to-action

Post a “We’re here to chat” message on your dealership’s Facebook page’s timeline. Let your followers and potential customers know your dealership is available to chat via Messenger. 

Set-up Messenger automation

Get more leads by setting up automated questions in Messenger. Dealerships can also assign Facebook message conversations to specific sales staff.

3. Pinned Posts

Another tool dealerships can use involves Facebook’s post pinning feature. This tool allows dealerships to “pin” their page’s Facebook posts to the top of the timeline.

Other posts that you make are then posted below your pinned post. Pinned posts let shoppers and page visitors find important information about your dealership quickly.

Examples of important information to include in pinned posts:

• Updated hours of operation
• Precautions being taken to make your customers feel safe and comfortable
• Cleaning schedule of dealership and vehicles
• Pick-up and delivery for test drives and/or service
• Virtual appointments using Messenger, text, phone, etc
• Special financing or incentive offers
• Remote appraisals

For other tips on providing a safe car shopping experience, see our article: 6 Tips for a Safe Car Shopping Experience During COVID-19.

4. Facebook Groups

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!

If you’re a Dealer Teamwork client that would like to join the group, request access here: Dealer Teamwork Family (Facebook Group).

Contact us if your dealership needs help or support during the COVID-19 coronavirus crisis. Dealer Teamwork is open during our regular business hours.