In today’s landscape, nearly everyone is on social media, and it’s especially crucial for those in sales or dealership service. However, should the use of social media extend beyond these roles? To provide insights into current dealership marketing trends and the broader role of social media, Marc Lavoie, founder of Autobahn Digital and Puzzle Auto, joins us on the latest episode of Inside Automotive.
Key Takeaways
1. For dealerships in the auto industry, marketing holds a pivotal role for auto dealerships in establishing a trustworthy social media presence. Historically, buyers exhibit a lack of trust in dealership networks, often fearing they won’t secure favorable deals.
2. Social media emerges as a crucial avenue to foster trust, educate customers, and garner free visibility in the market and community. However, Lavoie asserts that successful dealers leverage social media to educate and address consumer queries on a larger scale.
3. Additionally, Lavoie advocates for consistently disseminating evergreen content that remains relevant over time. Notably, sales departments have excelled in utilizing social media, as salespeople’s innate ability to establish a natural presence attracts leads and contributes to overall departmental success.
4. Having a social media presence doesn’t require expert talent. In fact, being average resonates most with people, providing a better experience. However, dealers may face sustainability issues, as personnel often wear multiple hats and may not be consistent with their “True, organic content.”
5. The basic rule of thumb is to post various materials on social media as often as possible, creating 30-second reels daily and utilizing the material on multiple platforms.
"It is such a great opportunity for dealerships to be building a sense of community in the market." – Marc Lavoie
