Marketing on Facebook usually centres on efforts to create content that attracts attention and encourages readers to share it with their own profiles. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself. However, as a car dealership trying to use Facebook to sell used cars, the task can be quite daunting. We all know that businesses can have a Facebook page for people to like in which they can use as a springboard for a sales pitch. However, what we have found is that becoming peoples friend is more important than them liking you.
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organisations and large dealerships fosters brand awareness and better sales of used cars. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of services like Facebook, the barrier to entry in social media is greatly reduced.
The trend setters and big companies tend to go along with this, for example Starbucks coffee have a brilliant Facebook page for people to like, which is constantly updated on new offers and products. However, for selling used cars, what would be more annoying than as a potential customer seeing a constant sales pitch on your Facebook profile?
The main thing that we have noticed since setting up a normal Facebook profile is that potential customers react well when talking to a normal person, whether it is about used cars or a problem with their own car. This approach has proven to help us sell more used cars. Trust is gained through offering other services on your Facebook profile other than your attempt of selling used cars. For example, posts explaining to your friends that you are always able to offer any support if they are having trouble with their current vehicle, Traffic information from local radio stations profiles, and general chit chat to give your profile the Human feel. What I am trying to say is that gaining the support and trust of your Facebook friends is more important than heading straight in with a sales pitch.
So youre probably thinking, well how do we know this works?
Well since we started our Facebook page (cost free), we have generated many leads which have resulted in the sale of several used cars. Not bad at all considering it hasnt cost us a penny.
The point is you have to be patient and understand what your potential customers want. Youre not going to go straight in and sell 20 used cars in your first week off a Facebook profile, but what you will start to do is gain the respect of your potential customers, and when they are thinking of buying a car, you will more than likely be the first person they speak to!
Just think what you would like to see if you were friends with a car dealership on Facebook. I can guarantee it wouldnt be a constant sales pitch trying to sell used cars.
Rob Morgan is Web Manager at Budgen Motors, and is responsible for the development of www.budgenmotorcars.co.uk