5 Facebook Statistics to Drive Your Dealership’s Marketing

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It’s a lot of work to stay on top of every new trend in the automotive retail industry. The growth of digital retail platforms and social media has shaped the car-buying journey in each step of the process.

From discovery and evaluation to purchase and post-engagement, consumers expect to find the answers to “which car should I buy,” “how much will it cost,” and “where should I buy?” Your dealership’s goal is to provide the best results for each of those questions—to stay in the running throughout the customer lifecycle.

Facebook recently released a study about the “connected customer” in the vehicle-buying process. You can check out the results of the study here.

Some important highlights dealers should know:

  • 30% of consumers find new vehicles and automotive brands using their smartphone or tablet. It’s necessary to exercise mobile-optimization for SEO and for the consumer on-the-go.
  • 53% of those considering a vehicle make a decision on a car during online research. Customers want to see vehicle specs, price, availability, and features while they’re searching online; they won’t take much time to look on your lot.
  • Of female responses, 42% said promotions, brand ethics, personal recommendations, and celebrity endorsements helped them find new vehicles. Male respondents depended more on videos for consideration of a vehicle. Marketing efforts need to cover multiple platforms: social media, video, advertising, and more.
  • 79% of people buy or plan to buy a new vehicle at a dealership. 29% say they’ve purchased or plan to purchase online. Convince your prospects that coming into your dealership is worth their time with positive reviews and targeted messages.
  • 86% of both men and women said they wanted to hear from the dealership after the purchase, including promotional offers and tips on usage and maintenance. Your customers want to hear from you even after the sale—stay in touch!

Digital retail is the new reality for dealerships, many of whom are finding ways to adopt ideas from other industries and make them their own. Exceeding customer expectations, knowing your audience, and speaking to them in a way they understand have always been part of sales. The only difference is that it is now more important than ever to translate your successful showroom practices into digital retailing.