Car buyers spend 60 percent of their time researching and shopping online. (2018 Car Buyer Journey Study)

When your consumer contacts you from your car dealership website, he’s already pretty motivated to say, “I’m interested in X car and would love to come in for a test drive!” But what about all the buyers who are still researching and need your influence the most? Drive on over to Facebook, where most of them are active.

Your Facebook posts don’t have to be limited to your followers’ eyes. From your business page, you can target every message to a different, defined audience. The family who needs a minivan can receive minivan offers, while the single, career woman can be sent images of the exact car that might pique her interest. Not sure who might be the best fit for that vehicle? Test two audiences and see who responds better.Idea: Advertise a test drive video that makes viewers feel as if they’re in the driver’s seat!

Facebook users do not want to be sold products all day. They like to share interesting or funny articles, photos, and videos. That means they need you to join in, or they’ll eventually unfollow your page.

Think about what’s going on in your community. Can you share a photo from a charity event your dealership sponsored? Is there an uplifting story in the news? Maybe another cat meme has surfaced. Your Facebook page should reflect your brand’s personality! The day you see comments, likes, and shares on your posts is the day you know this strategy is working.

71 percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
Your Facebook page has a tab for Reviews, and people can also comment with their opinion of your business. Respond to all reviews, good or bad, and use your comments to demonstrate your strong customer service skills. Not every buying experience is going to be perfect, but if your page shows more bad reviews than good ones, and you’re not responding to them, potential customers could speed away from your car lot.

Facebook is the social media site with the highest number of users, so check it out when reviewing your marketing strategy. You might even find yourself having fun!