HARDISON’S TIPS – July 30, 2020
10 Social Media Strategies for Car Dealerships
The recent Social Media Trends study by Digital Air Strike revealed that car shoppers, for the third consecutive year in a row, ranked social networks as more important than a dealer’s website when choosing which dealership to visit. The study, which was based on research findings from 2,000 car buyers and 2,000 service customers, found that:
75% of car buyers and 68% of service customers say internet research, including social media and review sites, was the most helpful medium when selecting a car dealership.
83% of service customers surveyed say online review sites substantially helped them in their dealership selection process.
66% of car buyers or owners who have seen a Facebook ad say they have clicked on it, up from 33% in 2014.
Consumers looking to purchase or service a vehicle are doing their research primarily online, with 50% of recent car buyers and 69% percent of service customers saying they only visited one dealership before buying/servicing.
The 2014 CMO Council report on social media within the auto industry revealed similar findings.
23% or one out of four car buyers use social media to discuss or communicate a recent purchase experience.
38% of consumers report they’ll consult social media next time they purchase a car.
84% of all automotive shoppers are on Facebook and 24% used Facebook as a resource for purchasing their last vehicle.
When it comes to car shopping, social media sites are clearly a major influencer in a buyer’s decision making process. At this point, most marketers understand that social sites should be integrated in some way into a marketing strategy. For some, this may be simply having a Facebook page and posting content or pictures, while other brands have a fully integrated social marketing approach to generate leads and engage with customers. However, with more and more consumers turning to social, the automotive industry needs to get fully engaged with social selling.
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