Why spend advertising dollars on marketing that’s like a net when you can use a harpoon?
If you’re staring at disappointing sales numbers from the past couple of months, the first thing I’d ask you is where you’re advertising. Or I might be even more direct and ask how you’re targeting on Facebook.
At this point, the dealerships that are staying ahead of the market have figured out that relying on TV and radio commercials is a gamble. You might hit some of the right audience, but you’re spending valuable marketing budget on what is essentially a net.
In contrast, Facebook ads are like a harpoon.
Although it was once just the place to follow classmates or post pictures from a weekend at the lake, Facebook has transformed into the gatekeeper of content. People log on to share ideas, recommend products or companies, and learn what’s going on in the world far beyond their screens.
How does that help you? By advertising your vehicle detail pages, search results pages, service offers, and more on Facebook, you’re meeting potential leads where they’re actively looking to consume information.
Besides being the ideal online hub for finding people, this social network has a treasure trove of data available to help you refine your audience. Facebook ads lets you target by age, gender, location, interests, and more.
More importantly, Facebook pulls information from multiple consumer information sources. That includes vehicle registration data for American auto dealers. Cross-reference that with everything else Facebook knows about its users, and you’ll be able to utilize audiences with criteria as specific as “People in households that are likely to buy a Ford truck in the next 180 days.”
The automotive targeting options alone offer plenty of play: Specify new or used shoppers. Narrow by body style or make. Refine the audience by its current vehicle age, price, make, or style. Facebook also offers criteria for finding likely auto service or parts seekers.
Photo Credit: Lukas Gojda / Shutterstock.com
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Dealer Marketing Magazine
