A Simple Introduction to

Social Media Marketing for the Automobile Industry

How to create a social media marketing campaign and get the results you really want

Lorri Ratzlaff

Making Sense of Social Media

Why Use Social Media for Your

Auto Dealership

Relevance Social Media Marketing is no longer simply an experiment, or a

convenience. A, let’s see what happens, type of approach to social

media marketing no longer holds value for anyone.

Creatively Strategized and Implemented Social Media Marketing in

today’s world makes you Relevant. It not only creates awareness for

your brand and your product, but when done right, it sets you apart

from those who are just “shooting blanks” and taking chances at how it

should, and could, be done.

Did you know that Canada has the most SOCIAL USERS of any

country in the world? That’s right, Canadians are ONLINE and looking

for you!

Why Use Social Media for your Auto

Dealership

Awareness Your main goal is always to be seen and heard in a way that not only

attracts new and PAYING customers, but to also keep your current

customers aware of developments (sales, specials) and even keep them

entertained! I will go into this in more detail in a separate section.

Keeping your content fresh, exciting and enticing is one of the first

social media marketing strategies to implement. Doing so in a way that

does not waste your precious time and money is my end goal for every

auto dealership

Keeping your BRAND In front of their ever roving eyes will always

keep you top of mind when your audience is making buying decisions.

Why Use Social Media for your Auto

Dealership

Customer Service Having an ACTIVE social media presence is key for quality customer

service!

In today’s market you need to provide your customer a place to

interact with you; to engage with you over new products or ask

questions about problems they may be having with their product.

People no longer just pick up the phone to dial your number. They are

looking for you online on Facebook and Twitter to get that instant

interaction, that immediate answer, they need.

When engagement with your customer is given in a timely and effective

manor your customers will ALSO compliment you, reward you [it’s

called SOCIAL PROOF] for when you go above and beyond

to provide them the service they are so desperately seeking.

Why Use Social Media for your Auto

Dealership

The Four E’s The Four E’s of an EFFECTIVE Social Media

Marketing campaign:

Enlighten – Give your customers a chance to get to know, like and trust

you online. They may know your store front, but that is no longer

ENOUGH for today’s paying customer. Show them the inner workings

of your dealership to help them realize that you are real people, you

have families and lives and interests and challenges; JUST LIKE THEM.

Entertain – This is done through the posting of local information and

events, uplifting and funny [appropriate] graphics, sporting stories, feel

good items.

Engage – When your customers comment; RESPOND! I can’t tell you

how many businesses are missing the boat [and in turn, revenue] on

this! When there is no engagement, customers will NOT return to your

social “real estate”. They WILL look elsewhere for their needs.

Educate – Keep your customers up to date with the latest industry

information, with the goings on of your dealership, sales and specials

locally and regionally (Chrysler Canada for example)

Why Use Social Media for your Auto

Dealership

How To Use Social Media for

Your Auto Dealership

For your [insert dealership name here] social media

marketing strategy I recommend:

• a Facebook business page

• a Twitter account

• a Pinterest account

• a YouTube channel

For the “how to’s” on setting up these channels and

how to run them effectively please visit:

www.makingsenseofsocialmedia.org.

How To Use Social Media for your Auto

Dealership

These are the TOP priorities and MUST-HAVES for an auto dealership.

DYK #1: YouTube is the SECOND LARGST search engine online,

second only to Google! When customers are looking for something,

they turn to YouTube.

DYK #2: 70% of the time Pinterest users decide to make a purchase

it is BASED on a PIN they’ve seen!

Through the consistent management and maintenance of these

platforms and the strategies I implement you will receive:

• Happier customers

• Less expensive lead generation than what you’ve currently got in

place, and

• Qualified PAYING customers

How To Use Social Media for your Auto

Dealership

"A poorly planned and executed Social Media

presence is worse than NO presence at all."

Lorri Ratzlaff Making Sense of Social Media