Digital Dealer - July 2018 - 46

M A R K E T ING & ADVERT ISING: So cia l Medi a A dverti si ng

By Valerie Jennings
CEO & Founder,
Jennings Social Media Marketing
and Viral Bolt Media Company

How to Drive
Automotive
Leads With
Facebook
For years, newspaper
ads and trade magazines helped automotive
manufacturers and their
vast network of dealerships
move vehicles from the
showroom to buyers' home
garages. Today, the rate of
digital proliferation into
every facet of our lives
means that this traditional
way of reaching potential
buyers is no longer effective. By implementing
Facebook lead generation
ads, video ads, boosted
posts and traffic ads,
dealerships can optimize
their digital marketing
efforts. These tools can
track the leads per ad
through the Facebook pixel
tool and Google Analytics.
More than one million possible targets in small to
medium-sized markets can
be reached with a conservative Facebook ad budget
by using a mixture of auto
intenders and custom
audiences.
Here are some of the
social media and digital advertising tactics to include:
ESTABLISH LEAD
ACQUISITION GOALS
& TRACKING

46

J U LY 2 0 1 8

Thanks to auto intender
data and custom segmentation for audiences in various
areas, dealerships large
and small can potentially
reach over one million users
on Facebook. Geolocational-based advertisements
are an enormously successful tool and allow
dealerships to target and
capture individuals that are

gle.com) and Facebook Insights (www.facebook.com/)
dealerships can study and
analyze the audience within
a specific targeted area.
Dealerships can use these
tools to better understand
their demographics within
local markets. By analyzing
age, gender, income level,
occupation, family size, etc.,
it can be easier to recognize

THESE UPDATES
GIVE THEM A LEAD-GEN
FEATURE, WHICH FEEDS
LEADS DIRECTLY INTO
A GIVEN DEALERSHIP'S
CRM SYSTEM."
not only actively engaged in
mobile devices but are also
in a purchasing mindset. By
utilizing trackable links in
addition to Google Analytics goals, dealerships are
able to record the traffic
generated by these ads and
capture leads.
DEFINE TARGETING:
LOCATION, AUTO
INTENDERS OR
SPANISH-SPEAKING

By utilizing Google Analytics (https://analytics.goo-

D I G I TA L D E A L E R . C O M

the wants and needs of the
local consumers.
By segmenting local
markets into groups established by demographic
characteristics, dealerships
can position ads to precisely influence specific audiences. Through research,
many dealerships will find
that a bilingual community
surrounds them. Before
digital marketing, these audiences were challenging to
reach through general mar-

keting practices. This information can give dealerships
the opportunity to develop
an ad campaign specifically designed to influence
these otherwise untargeted
potential customers through
Facebook segmentation. By
utilizing Hispanic advertising and serving ads to
potential consumers who
speak Spanish or who are
bilingual, dealerships can
provide a more customized
user experience via social
media and throughout the
buying process.
SOCIAL MEDIA
CONTENT STRATEGY

After proper information
about the various local
markets is collected and
analyzed, dealerships can
integrate their findings into
a social media strategy.
By having a well-planned
strategy that incorporates
the values and needs of the
local audience, dealerships
can notice a significant
impression increase on their
content. In total, dealerships
can earn approximately
2,000 website clicks through
a single campaign.
Through the use of a
Facebook Pixel, dealerships are able to capture
and retarget ads directed
at individuals that previously visited the dealership
website as well as track
leads generated via individual Facebook advertisements. This targeting can
be layered with additional
descriptors based upon a
preexisting client list and
sourced individuals that had
similar interests to create
custom audiences.
DETERMINE TYPE OF
http://analytics.google.com http://www.facebook.com/ http://analytics.google.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - July 2018
