How to Compete with Big Dealerships
As every independent used car dealer knows, competing with large dealerships is always a challenge. Part of the reason for this is that dealerships can offer deep discounts because they operate on volume and have significant support from auto manufacturers to extend deals on new automobiles. In the past auto dealership websites were nothing more than a static page with a couple pictures and an “about us” section.
The trend is now changing with big auto dealerships, as they are beginning to ramp up their SEO efforts in the social platform marketing field. Basically, they are dumping by a lot of money into sites like Facebook, Twitter, and YouTube. Why? Because they know that more Americans are using social media as a way to interact with the world and even get their news.
There are two ways of leveraging social media for automobile dealers. The first involves advertising, mainly on Facebook, and targeting a particular geographical area with ads for the dealership. The other way is to build up an interesting social profile, invite people to join, and interact with them there.
The difference between the two is known as paid social media marketing versus organic social media marketing. The benefit of organic social media marketing is that it allows auto dealers to control the message consistently and build a relationship with people rather than just flashing ads in front of them. Perhaps one drawback of this method is that it is not instant gratification, and it takes months in order to build a decent following on a social media platform. On the other hand, it simply takes a little elbow grease and a knack for posting the kind of things that customers are looking for online.
Our auto dealer websites are already designed with social media marketing in mind. All you have to do is to import your social media information (the URL for your Facebook/Twitter/etc. account) and then you are free to share to these platforms with the click of a button.
While the struggle between car dealer websites will continue for the foreseeable future, simply because the dealership is big or has more money does not mean that independent car dealers cannot compete. Social media gives you a new way to get your message out there to the buying public and with our inexpensive automobile website templates, it is easier than ever to make your presence known.