5 Tips To Fill Your Lot, Including Custom Buyback Campaigns On Facebook
You have spent hours of time preparing your dealership for the safety of your employees and customers, your hard work is about to pay off.
When’s the last time you had a solid, worthwhile conversation with each of your vendors? It’s something worth thinking about. If nothing else, recent events may have spurred some conversations and forced dealerships of all shapes and sizes around the country to take a closer look at some of their vendors.
The second quarter of 2020 is not starting the way anyone in the industry anticipated just a couple of months ago. While most of the American population is at home, it’s not all bad news. With more and more people working from home, there’s more online traffic than ever and more online search volume than ever. This means that your dealership has more of an opportunity to set itself apart than ever.
In the midst of more and more Americans separating themselves from the outside, comes the fact that the world doesn’t stop turning. Though a lot of the country has been asked to keep ‘social distance’ from one another, it doesn’t necessarily mean that work stops. After this past weekend, a good majority of America is cooped up their homes, isolated from friends and family, many being asked to work remotely.
Facebook is without a doubt the hottest marketing outlet in the automotive space right now. However, many dealers aren't maximizing the value of Facebook. Here are 3 simple ways you can drive real results for your dealership from Facebook, and it won't cost anything more than your time.
I get it. We're mad. Facebook probably dove deeper, collected more than they were supposed to. Some people or groups probably used that data for nefarious plots. But really, aren't we all looking to use data...as much of it as we can get...to further our own goals in business today? I know that in automotive digital we certainly are. We want to be more targeted than ever before. We want more clear attribution than ever before. We want to mine, leverage, analyze, and manipulate data on our way to bigger top lines, lower customer acquisition costs, and record ROI. Instead of getting angry, let's just acknowledge that Facebook has a lot of data and make that work for us.
Dealerships have been buying email programs for years that are targeting "in market shoppers" and "auto intenders", and often that data is questionable at best. I tell my clients all the time, if I had a list of 50,000 shoppers who were truly in market for a BMW in a 50 mile radius...I wouldn't sell it, I'd go sell BMW's for a month. Why make 5 grand when I could make 50? The data is vague, incomplete, and misrepresented. What Facebook has gathered is different. They know how I shop online, they know what my interests are, they know what I've shared with friends and family. They know who my friends are, who my ex-friends are, my political views, my religious views, who I'm dating. They know this because I told them. I would hope that someone is smart enough to leverage that. I want to be smart enough to leverage that, and I hope my clients are as well.
Instead of the generic "auto intenders", Facebook provides the opportunity to learn more about your existing customers...and find other people in your DMA that are just like them. They like the same things, make the same money, shop the same way...and at some point are in market for a vehicle. AutoSweet is going to help you leverage that at your dealership. We're going to find those "look a like" shoppers, market to them, and then use your DMS and our certified interface to report on how many of them became your customers, how much income you made on those transactions, and attribute it to an actual click instead of just an impression. We can do this because Facebook has our data...and that's awesome.
Talk to me today to see a demonstration of Facebook Conquest, see the power of data in action and what real attribution can look like.