Social media has revolutionised the way businesses connect with their audience, and car dealerships are no exception. In fact, 40% of car buyers say that social media advertising influences their buying decision. This guide will explore how secondhand car dealerships can effectively leverage social media channels, create engaging content and use targeted ads to maximise their online presence.
If you’re wondering how to effectively market a car dealership on social media, this article has you covered.
There are a number of benefits to using social media as a car dealership. Three of the most valuable are: increasing brand recognition, driving more traffic to your website and being able to engage new customers directly.
Building a strong online presence ensures your dealership stays top of mind for potential buyers and enhances your company’s reputability. A social media presence means potential customers become familiar with your brand even before they are ready to buy a car. When they are ready to purchase, they’ll be more likely to visit your website or dealership if it feels familiar and trustworthy.
You can build positive brand recognition by consistently posting relevant, high-quality content that helps your potential customers. For example, posting content with details of cars that are great value, or that come with lower insurance premiums.
Social media posts and advertisements act as gateways to your website. By sharing new car listings, promotions or helpful articles, you can direct potential buyers to your website – the place where conversions happen.
Social media is a great way to have direct contact with your customers. It allows you to reply to comments, answer questions in direct messages and share content that engages your audience. As a two-way communication channel, you need to be responsive and engage with customers through comments, messages and posts to build trust and strengthen relationships.
Choosing the right platform is essential for maximising your social media efforts.
Each channel attracts different demographics, so it’s important to understand where your audience spends their time.
For example, Instagram is particularly popular among 18–34 year olds, making it an excellent choice for younger car buyers. Facebook, on the other hand, has a wider user base across multiple age groups, making it a versatile platform for dealerships. Similar to Instagram, TikTok has a strong presence among the 18–24 demographic, making it an ideal platform for engaging first-time car buyers.
Rather than attempting to use every platform, focus on the ones most relevant to your target audience. Consider whether your team has the resources and expertise to create the type of content each platform demands.
Platforms like Instagram and Facebook are highly visual, requiring high-quality images, while TikTok prioritises engaging video content. All three of these social media platforms are suitable for you to showcase your forecourts.
Facebook is an excellent platform for car dealerships due to its image-friendly design and wide user base. It allows dealerships to create a brand page where they can showcase vehicles, build a community and post engaging content. The platform’s Meta Ads system enables dealerships to promote their posts to a broader audience, ensuring that both followers and non-followers see their listings and promotions.
To market effectively on Facebook, create a professional page with complete contact details. Post regularly using high-quality images of cars and vehicles. Additionally, use Meta Ads to promote key posts, such as new listings, special offers or events.
Instagram’s visual nature makes it an ideal platform for car dealerships to showcase their vehicles. The platform is popular among younger audiences and features a strong community of automotive enthusiasts. Dealerships can use Instagram to engage with followers through comments, direct messages and interactive features like stories and polls.
Meta Ads can be posted across Facebook and Instagram so you can double your reach with the same ads.
To succeed on Instagram, post high-quality, authentic photographs of vehicles. Include your branding, key car details and clear calls-to-action on images, such as ‘Enquire Here’ or ‘Find Out More’ to guide users. Don’t assume they’ll read the descriptions.
Include links to your website, specifically key pages or article links, to drive users to your site. They could be included in your posts (descriptions) as well as on your main profile. If you want to highlight specific pages, consider using Linktree (or a similar tool) to create a list of links that can be accessed from the Linktree in your bio.
Use relevant hashtags that are popular with buyers such as #carsforsale, as well as hashtags for makes and models, to increase visibility. Consider investing in Meta Ads to expand the reach of your posts, be they listings, promotions or events, as it can be hard for businesses to gain traction on Instagram without a large, engaged following.
TikTok is a growing platform that provides a unique opportunity for dealerships to engage with younger audiences. Its emphasis on video content allows dealerships to showcase vehicles in an immersive way, from detailed walkaround videos to customer testimonials.
The downside with TikTok is that it does require more work to create short but detailed and engaging videos. There is a lot of spam content on TikTok so you need to stand out as a reputable and informative brand, rather than just filling up the feed.
To market on TikTok, create videos that highlight vehicle features or offer helpful tips for first-time buyers. Sharing authentic customer experiences and engaging, educational content can build trust and drive viewers to your website. Building a good relationship with first-time buyers means they’re more likely to come back for their next car.
While platforms like LinkedIn, Pinterest and YouTube may not be as directly transactional, they can still add value to your social media strategy. LinkedIn is a great platform for networking and reaching professional audiences, while Pinterest is useful for brand awareness through visually appealing content. YouTube offers opportunities for longer-form videos, though it requires significant time and effort to create content that will perform well.
Advertising on social media is one of the most effective ways to reach your target audience quickly and efficiently. Most major social platforms, such as Facebook, Instagram and TikTok, offer paid advertising schemes that allow dealerships to tailor campaigns based on specific demographics, interests and behaviours.
For dealerships with new or low-follower profiles, advertising can significantly accelerate brand awareness. Paid ads ensure your posts reach users who may not yet follow your account but are likely to be interested in your offerings. This is particularly useful for promoting new vehicle listings, limited-time promotions or events.
Meta Ads, which power advertisements on both Facebook and Instagram, are especially effective for car dealerships. They allow you to run cross-platform campaigns, meaning the same ad can reach diverse audiences across both channels. Additionally, Meta Ads offer robust targeting options – you can select parameters like location, age range, and even interests like cars or automotive news – ensuring your ads reach the right people.
Social media algorithms reward active users. Posting regularly, engaging with your audience by responding to comments and interacting with your own feed (of people and brands you follow) will increase the likelihood that your organic posts are seen by others.
Simply posting without engaging with your audience can limit your brand’s visibility.
Variation is key when it comes to content. Don’t just focus on promoting your vehicles; mix in advice, tips and engaging stories to keep your audience interested. Keep posts simple and enticing, providing links to your website for more information.
High-quality imagery is essential, as attention-grabbing visuals can significantly boost engagement. If you’re using your own photos, ensure they are clear, well-lit and professional.
To maximise the effectiveness of your advertising efforts, consider these tips:
Consider looking at competitor pages, particularly those that are getting a lot of interaction, to get ideas for the kind of content that could perform well for you. Look at the types of content that are being shared, for example ads or advice, as well as what hashtags are working well.
Car dealerships can create a wide range of engaging posts. Announce new stock and deals, share car buying tips and post customer testimonials to build trust. Celebrate your customers with real stories about finding their perfect vehicle and include educational posts, such as explaining automotive terminology or sharing industry news. Avoid posting repetitive or low-quality content, as this can harm your credibility.
Take note of what posts perform well and get lots of views, clicks and/or comments. Create more of the kind of content that your audience likes, whether it’s lists of new vehicles available to buy or stories about customers who found the right car with your help.
Mastering social media for car dealerships requires a strategic approach that focuses on the right platforms, engaging content and thoughtful advertising. By leveraging the strengths of platforms like Facebook, Instagram and TikTok, second-hand car dealerships can boost their brand recognition, drive website traffic and build lasting relationships with customers. Start implementing these strategies today and watch your dealership thrive in the digital age.
