Back to the Basics: Social Media Marketing For Dealerships

Social media is a regular part of daily life, both for business and personal use. The reach and engagement that social media platforms offer have enhanced the way people communicate and shop, including shopping for their next RV. Social media is an extremely useful tool for dealers looking to establish their online presence- and it can be done in just five steps. Ready to leverage the power of social media marketing? Equipment Trader has the basics you need for marketing your dealership on social media.

Choose Your Social Media Platforms

There are several popular social media platforms accessible from your smartphone. However, not all attract the same audience and showcase the same types of content. Let’s quickly break down five of the most popular platforms: YouTube, Facebook, Instagram, X (formerly Twitter), and TikTok.

  • YouTube: Video sharing and watching platform where you’re able to post more long-form content here compared to TikTok and Instagram.
  • Facebook: Connect with more than 3 billion active monthly users through written posts, photos, videos, and special interest groups.
  • Instagram: A free platform where photos and short-form videos perform best.
  •  X: Driven by shorter written messages, with a 280 character limit.
  • TikTok: A free short-form video-sharing app that allows creators to share videos between 15 seconds and 10 minutes long.

According to Pew Research, YouTube and Facebook are the most-widely used social media platforms.

When choosing a social media platform to promote your dealership, you should consider what type of content you’d be able to create either on your own or with the help of a social media manager.

Define Your Target Audience

Before you jump into the world of social media, you should identify your target audience. Consider the demographics, location, and interests of these prospective customers that you’re trying to reach through social media. Are you hoping to reach first-time equipment buyers? Maybe current owners whose pre-owned inventory you’d like to buy? Once you identify your audience, or even audiences, you can tailor your social media content to them.

Create Engaging Content

The best way to attract prospective customers is by posting content that they want to see, like, and share with other professionals. You can use social media to showcase your dealership’s inventory but be sure to post high-quality photos and videos. Make sure there’s no visible dirt or markings on the unit, then snap a few photos and even record road demonstrations to post on your social media channels.

Encourage your followers to share your content with their friends on social media, boosting your reach in the process, with calls to action like “tag someone in the comments who would love this bike.”

You can also share quick tips on driving, maintenance, and more through short videos or eye-catching graphics. This type of content can position your dealership as an expert in the industry.

Be sure to also use relevant hashtags when you post your content. This will help you reach your target audience.

Interact with Your Audience

Once you post your content, keep an eye on the comment section. Comments offer you an opportunity to engage with your audience, who could be potential customers. Responding to comments, as well as direct messages, not only boosts your content to more social media users but can also establish meaningful relationships with your followers.

One of the best ways to interact with your social media followers is to ask their opinions. Post fun questions asking what your followers’ favorite equipment brand is or what’s the most rewarding job they’ve ever taken? This simple prompt allows your audience to connect with your dealership from a non-sales perspective.

Analyze Your Insights

Social media provides valuable insights that can help you drive more sales. Metrics like reach, likes, shares, views, clicks, and impressions allow you to identify the highest-performing and engaging posts. For example, if an inventory post about dump trucks performs better than pick up trucks, you may consider promoting dump trucks more on your website.

These insights also provide data on who is engaging with your content. You’ll receive insights on the age, gender, and location of your social media audience, who could become your dealership’s next customers. With this information, you can better tailor not just your social media strategy, but also your dealership’s sales strategies.

Social media is a valuable, budget-friendly tool to market your dealership to prospective customers. In these five easy steps, you can start utilizing social media to promote your dealership and race ahead of your competition.

For even more insight and tips, make sure to check out the Equipment Trader Blog.

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