How car dealers can make good use of social media

Post date: Jun 17, 2019 3:54:24 PM

Dealers were actually one of the first wave of businesses to embrace social media as a marketing channel. It’s thus imperative to work on establishing such an online presence, if only to not be left behind and get dominated by the competition, explains seasoned car dealer Jeff Lupient from MN.

The fact that there’s so much available information on the internet today makes shopping for cars something people are doing more in the comforts of home. As a dealer, you should be more tech-savvy and set up pages in popular social media sites like Instagram, YouTube, Twitter, and Facebook, if you are to better retain clients and reach out to new customers.

After opening your pages, ensure that you tell a good story. It’s not enough to simply post content; you need to make that connection by story-telling and interacting. A solid dealership narrative develops rapport and loyalty. Make your social media sites conversation channels where visitors can share their own experiences, too.

Don’t underestimate the power of YouTube. Many of today’s buyers watch YouTube videos first when deciding on a vehicle (a whopping 80 percent, according to recent studies). You should aim to embed or link YouTube videos of your vehicles on your website, explaining key features.

To attract more millennials, use the power of Instagram and Facebook. Take time to do photoshoots and come up with alluring photos of the vehicles in different places for posting on these sites, as they’re the social media platform most younger buyers use, especially when mobile. All in all, to survive in this digital age, dealerships need to have a firm grasp on their presence and reputation across top social media sites, concludes Jeff Lupient.

Jeff Lupient is the president and CEO of MN-based dealership firm Lupient Automotive Group. He is highly skilled in automotive sales, customer retention, and process improvement. More on Mr. Lupient and his work here.