Improve your dealerships social media in 2024
Our top 10 tips on how to improve your dealership's social media
How social media has changed dealers' advertising
In the late 2010s, social media advertising played a small role in most car finance dealerships' advertising. However, in 2024 it's clear that social media has evolved into one of the main methods most dealers use for attracting customers. It's not just about selling cars anymore though; it's about building relationships, trust, and engaging with potential customers.
Navigating social media in the motor trade can be a challenge, which is why we've compiled a list of tips to help dealers get the most out of their social media.
Create a social media content calendar for consistency
When it comes to sharing on social media, consistency is key. Posting regularly and in a steady manner is crucial, and avoids the pattern of posting everything at once and then going silent for extended periods. Consider creating a content calendar, which will help you plan, organise, and maintain a consistent strategy. In your content calendar, include a variety of content, such as highlighting new stock arrivals, providing behind-the-scenes glimpses, and promoting special offers. This ensures your content remains fresh, providing customers with engaging material, and you will know when and what to post weeks in advance.
Timing is everything - best time to post
Timing your social posts when your audience is most active is crucial, and to make it easier, most platforms provide insights on your followers' peak activity times. Syncing your posts with these times can seriously boost your post's performance. According to recent research, Facebook users are more active during the early morning hours, particularly between 8 am and 9 am, as well as in the afternoon, ranging from 1 pm to 3 pm. We would definitely recommend finding out when your followers are active on all the social media channels you use, as doing this will help your posts make the most impact to the people you want to reach.
Reply to all to build customer trust
Remember that social media is a fast-moving two-way street, so respond to comments and direct messages from people as soon as you can. It will help build trust with customers. Replying quickly to a customer who is looking to buy a car could be the difference between getting the sale or the customer buying from someone else!
Tell your dealership's story with high quality pictures
Every dealership website serves as a digital shop window, so it's essential to upload high-quality images and videos featuring your cars and showroom to your social media channels too. To set yourself apart from the typical style of images often captured for stock, consider filters or even brief, attention-grabbing videos with background music to get people’s attention.
Collaborate with Influencers
We have seen many dealers in the motor trade engage in collaborations with YouTube vloggers who have expertise in car and motorbike reviews, as well as other interests linked to the motor trade. Influencers are always looking for content, and working with an influencer has the potential to increase the reach of your dealership to customers that might not follow you at no cost to yourself!
Mastering social media advertising
Advertising on social media can really help dealers increase their reach on social media, but mastering this art isn't just about boosting posts; it's about understanding who you want to target, where your potential customers are, the best time to activate your adverts, setting budgets that make sense, and creating and posting adverts that get customers' attention.
The FCA's stance on promotional social media posts
While the FCA doesn't always directly relate to all aspects of the motor trade, but it pays to stay in the know about their stance on social media. They've recognised the power of platforms like Facebook and Twitter in financial services, and it's wise to consider any advice they might have regarding social media and know what they are focusing on. Keeping yourself up to date with any regulatory developments can help you remain compliant and avoid any potential legal issues from your social media activities. You can find out what the FCA is currently focused on here.
Always remember the FCA Consumer Duty in your social media posts
Just as the motor trade and social media constantly evolves, so do the responsibilities that come with it. The Financial Conduct Authority (FCA) Consumer Duty is not just a buzzword; it's a commitment to being transparent, fair, and ensuring good outcomes for customers. Car finance dealers must ensure that their online posts give customers all the facts they need to make informed decisions, especially when it comes to financial promotions.
Create a streamlined sign-off process
We understand time is short, but establishing a thorough sign-off process for your social media posts will prove invaluable in the long run. This process helps in keeping your social posts consistent and professional. Additionally, it plays a crucial role in guaranteeing that all financial promotions comply with the FCA's expectations, reducing the risk of posting errors such as grammar mistakes and non-compliant advertising.
Record and track your post's performance
Consider keeping a record of your posts in a Word document or an Excel spreadsheet, this not only provides a useful archive for any audits, but also allows you to track what works and what doesn't. If you know which of your social media posts work, then you can do more of the same and less of what doesn't.
Keeping your dealership's social media channels on top
If you are consistent on social media, post at the best time, reply to messages promptly, and stand out from the crowd with your content, your dealership has a better chance to connect with customers. We have also published another social media guide for dealers, where we discuss how to get the most of your individual posts, so be sure to check it out if you haven't already.
Partner with us
If you want to work with one of the best sub-prime finance companies in the UK, First Response Finance is here for you. Our flexible criteria, award-winning service, and consistent recognition from the industry, we are the go-to sub-prime finance company in the motor trade that you can trust.
Partner with us and experience the difference of working with the best subprime finance lenders, dedicated to helping you and your dealership get more deals over the line. If you don’t currently work with First Response Finance and would like to discuss how we can help you and your sub-prime customers, click the relevant button below, and Brad from our team will be in touch to discuss how we can help you sell more cars on finance.
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It is crucial for all finance companies, brokers, and dealers in the motor trade to work together to deliver good outcomes for all retail customers.