3.85%<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\nThese dealerships each vary in the number of posts they had per month, week, and day. <\/p>\n\n\n\n
Some seemed very consistent and methodical in their master posting plan, while others seemed sporadic and disjointed. Some had dozens of posts with customers and their new vehicles, while others seem to have no human element at all.<\/p>\n\n\n\n
But the one thing each of these dealerships had in common is the sales department was feasting at the Facebook table while the service department got the leftover social media morsels.<\/p>\n\n\n\n
These five dealerships combined averaged 8.56%<\/strong> posts that pointed to their service department.<\/p>\n\n\n\nWhy the Oversight?<\/strong><\/h2>\n\n\n\nDealers can often be more sales-focused, thereby influencing the dealership’s marketing focus. The result is a Facebook page that reaches and attracts car buyers only.<\/p>\n\n\n\n
It is important to note that service customers are not necessarily the same as car buyers. The ideal service customer has an older vehicle that needs more involved maintenance or repairs. Many aren\u2019t interested in car buying, and even if they are, they still need to take care of the car they are driving. <\/p>\n\n\n\n
Marketing to these two different customer types takes planning and management. The right marketing team will understand the role the service department plays in the dealership\u2019s bottom line. They will also realize the service department gets customers on the lot, potentially leading to future sales.<\/p>\n\n\n\n
Increasing Brand Awareness to Potential Service Customers?<\/strong><\/h2>\n\n\n\nLet\u2019s use Facebook\u2019s tips for business and customize these specifically to the car dealer’s service department.<\/p>\n\n\n\n
Capture Video<\/h4>\n\n\n\n
The quickest and easiest way to make a statement is to capture a quick pic or create a short slideshow or video. Build trust by introducing your service team and showing them in action. Ask a team member what they are working on and how they are solving a customer\u2019s problem? Show off your new service app or your beautiful waiting area. These visuals go a long way in painting the experience for service customers.<\/p>\n\n\n\n
Engage<\/h4>\n\n\n\n
Engage with your audience with a vehicle service quiz with a prize for the winner. For example, \u201cWhat mileage should you have a transmission flush? Get the closest answer without going over and receive $10 off your next oil change.\u201d <\/p>\n\n\n\n
Story Time<\/h4>\n\n\n\n\n
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Another great way to attract followers is to tell a story. A service department has many unique customers, each with unique stories. And while they are in your service department, you are a part of their story. <\/p>\n\n\n\n
Publish a quick post telling the story of a mom who had two children with her when she arrived at your car dealership. Explain how happy you were to provide her with a loaner vehicle, and she didn\u2019t have to spend half the day wrangling her little ones in your lobby.<\/p>\n\n\n\n
Or tell the story of a gentleman who came in for an oil change, and your team noticed his tires were looking worn. After discussing this matter with the customer, your team installed a new set of tires and had him off to work quickly.<\/p>\n\n\n\n
You know what your stories are, and you know how your team\u2019s service makes a difference in your customer\u2019s lives. Take a quick minute to share these stories.<\/p>\n<\/div>\n<\/div>\n\n\n\n
Pro Tip<\/h4>\n\n\n\n
It is important to remember that not all posts need to be about your business. You can also provide helpful, useful, and interesting content that is unrelated to your service department. <\/p>\n\n\n\n
For example, share the morning rush hour traffic link. People will slow their scroll to view this, and they will see your logo in the process. You can occasionally add a call to action with this type of post like, \u201cDon\u2019t sit in traffic! Instead, enjoy a cup of coffee and an oil change while you wait for traffic to pass.\u201d<\/p>\n\n\n\n
Spread the Word<\/h4>\n\n\n\n
You should also encourage happy customers to jump on Facebook to submit an online review. Make it easy for them by sending the link in a follow-up email. <\/p>\n\n\n\n
Be sure you’ve done all you can do to satisfy the customer before sending this follow-up email. Nothing’s worse than being asked to submit a review when you weren’t happy with your service.<\/p>\n\n\n\n
Blog that Benefits<\/h4>\n\n\n\n
Share your blog posts, but be sure these posts are high-quality posts and are of interest to the audience you\u2019re trying to attract. They should be written to provide useful information to the reader and to set your dealership apart as an expert in the industry.<\/p>\n\n\n\n
Add an Ad<\/h4>\n\n\n\n
Facebook Ads are another way to spread the word about your services. Facebook will guide you through this process and help you to target the right customer. Grow your social media reach all while keeping within your marketing budget.<\/p>\n\n\n\n
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