How to Leverage Social Media to Win Sales, Orders, and Market Share
This webinar, originally presented by C-4 Analytics on the Digital Dealer platform, argues that the chaos of inventory shortages and the rise of custom orders and reservations presents a massive opportunity for dealers. As C-4 Analytics' Rob Stoesser and Brittney Rodgers explain, you must be bold and pivot your social media strategy now to win market share in 2022 and beyond.
The core insight is that shoppers have more power, choice, and control over car buying than ever before. Social media is the perfect platform to deliver this message, guide them through new processes, and earn their business.
Why the Funnel Has Changed
The car-buying cycle is no longer a short, 90-day sprint. With limited inventory and long wait times, dealers must start thinking a year out to lock in future business.
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Educate Early (Top of Funnel): Consumers are unaware of the drastic industry changes and the new options available to them. Dealers must use Top of Funnel campaigns, like Brand Awareness, to educate shoppers on custom ordering, reservations, and lease extension programs. This is about being the trusted advisor who wins their business before they start shopping.
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Intercept & Nurture (Mid-Funnel): This is where you connect with newcomers and nurture the early shoppers. Leverage your CRM data to reach current leaseholders and use third-party data like Oracle to target your competitor's lease customers. Your messaging should focus on lease expansion and trade-in/trade-up options to keep them in your funnel.
Low-Funnel Strategies for Immediate Conversion
While you build the top of the funnel, you must still capture buyers who need a car today.
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Dynamic Inventory Ads (AIA): Use Dynamic Automotive Inventory Ads for both in-market buyers and retargeting. These feed-based campaigns pull images, prices, and VINs directly from your website, re-engaging shoppers who have previously visited specific Vehicle Details Pages (VDPs).
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Start the Conversation: Use Messenger or Lead Ad campaigns to connect directly with warm leads on social media. Crucially, BDC teams must treat these Facebook messages like any other lead, responding instantly to prevent the customer from moving on to the next dealer.
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Utilize All Platforms: Don't limit yourself to Facebook and Instagram. Platforms like TikTok, Pinterest, and Snapchat are excellent for awareness campaigns. A unified message across all platforms ensures that no matter where a customer is browsing, they are seeing your dealership's message and remembering your name.
Be the Hero That They Hired You to Be
Dealers who are sitting on profits and cutting ad spend, hoping the chaos will blow over, will be left behind. Costs for advertising are currently down because rivals have pulled back, making this the perfect, low-risk time to invest.
By getting ahead of your competition, leading the market in engagement, and explaining the new choices and control customers have, you can increase your market share and protect future profits now, regardless of what the coming years bring.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, VP of OEM, and Brittney Rodgers, Associate Director of Paid Social, watch the full webinar below.