Having a digital strategy is the best way to prepare your organization’s infrastructure so that it will be positioned to compete in all facets of its market. According to a recent Sprout Social study, Facebook remains the dominant force in both marketing strategy and consumer behavior.
Survey findings
- A whopping 97 percent of social marketers list Facebook as their most used and useful social network.
- 83 percent of social marketers buy ads on Facebook.
- 94 percent of consumers surveyed use Facebook.
- The top reasons consumers use Facebook are to engage with friends and family, share information with family and friends, and find entertainment.
- 79 percent of consumers have used Facebook Messenger.
- 71 percent of consumers like or follow company pages on Facebook.
- 64 percent of consumers have used Facebook Groups.
- 47 percent of consumers surveyed used Facebook Live.
- 40 percent of consumers watch the most video on Facebook.
- 39 percent of consumers have sent a message to a brand on Facebook.
Digital Strategy Opportunities for Dealers
A dealership’s digital strategy incorporates the entire operation, not just the marketing department. It’s no longer sufficient to simply tack on digital technology to business operations.
A business runs most profitably when every consumer touchpoint is carefully considered, then new operational processes are implemented to improve the customer experience.
One of those touchpoints is Facebook. The study reported that marketers’ primary goals for Facebook are “building brand awareness” and “increasing community engagement.” These are broad terms that take some further deconstructing. Each dealership will have its own goals, strategies and KPIs (Key Performance Indicators).
There are strategic marketing differences depending on the brand, size, and location of a store or stores. Each type’s digital strategy will be similar in some ways but very different in other ways, which makes it challenging for some dealers to use Facebook successfully.
Content Strategy: Give Customers What they Want
When it comes to content (an integral part of your digital strategy) the study’s data provides an outline for dealers to create content that consumers want.
- 72 percent would like to see discounts or sales.
- 60 percent want content that showcases new products and services.
- 59 percent want posts that teach something.
- 49 percent want posts that inspire.
- 41 percent want posts that announce what’s happening at the company.
- 37 percent want posts that tell a story.
Every organization has its own challenges and opportunities on Facebook, and every social network is a unique and ever-evolving ecosystem. More evidence that an ever-evolving digital strategy is needed to compete in this highly saturated space.
Channel Digital Strategies to Achieve Business Goals
Dealers can create strategies to increase brand awareness and community engagement while aligning with their specific customer’s needs. The following are examples of digital strategies that can help a store achieve its goals.
Leverage Facebook Ads Custom Audiences to laser target buyers and utilize Facebook Messenger to bring them closer.
Take advantage of your email database to create new Facebook audiences and invite them into your community.
Engage employees in content marketing thereby illustrating the store’s unique culture or personality.
Develop employee advocacy programs that work in tandem with sales and service managers and their teams. Marketing content illustrates their expertise and promotes thought leadership.
Be responsive to Facebook messages and reviews. Everyone likes to be heard. Responses also give prospective customers a glimpse of how you handle concerns, issues, and questions.
Automotive salespeople and BDC departments can focus on promoting personal brand value and how they bring another level of value to customer experience.
Don’t Ignore Facebook Ads as Part of Digital Strategy
Facebook is the top social ads platform. 83 percent of marketers buy ads on Facebook. This coincides nicely with the consumer data mentioned earlier: 94 percent of consumers surveyed use Facebook. Given this data, Facebook ads can be a powerful tool to grow your business.
Your Digital Strategy Supports Omni-Channel Experience
An omni-channel customer experience is made up of individual customer touchpoints, over a variety of channels that seamlessly connect, allowing customers to pick up where they left off on one channel and continue the experience on another.
Many dealers and manufacturers are catching onto the fact that customers will choose a great experience over a specific product.
Customers expect an omni-channel experience and those dealers positioned to provide it will surpass competitors who are not. A digital strategy will ensure you’re delivering a top-notch customer experience and support the future growth of your business.