Alan Day Group has committed to a longer-term partnership with us to use our new SocialStock social media marketing platform. Following a pilot of the new platform, our data highlights the growing role that social media can play in generating sales leads for UK car dealers as more buyers start their car purchase online.
SocialStock is our new online that makes marketing across multiple social media channels simpler and more effective. The pilot scheme, which began in August 2018, used advanced social media targeting tools to drive traffic to the dealer group’s website and generate conquest sales leads. Alan Day Group now deploys SocialStock across its dealer network, using it to tailor social media marketing for multiple vehicle brands and sites.
During the pilot, Facebook became one of the dealer group’s primary drivers of traffic to its websites, alongside pay-per-click advertising, direct web traffic and Google searches.
Furthermore, visitors to the group’s websites returned an average of 2.4 times to view a specific car. A third of visitors from social media sources also went on to visit the used car search page to check other vehicles.
Paul Tanner, Managing Director of Alan Day Volkswagen
Using dynamic stock advertising also now allows Alan Day to directly target Facebook users that have previously visited their website or shown an interest in buying a car. Targeting potentially interested customers with relevant adverts has further boosted engagement and lead generation.
“Social media advertising for a dealer group can be challenging and time-consuming, particularly when it comes to successfully identifying and targeting different groups of people for different vehicle brands and dealer locations,” comments Paul Tanner, Managing Director of Alan Day Volkswagen. “The SocialStock system helps make this process easier and more efficient, enabling us to better target social media users who might be interested in buying a new car or seeing what stock we have available. The additional traffic it has driven to our website has proved instrumental in generating leads.”
Jeremy Evans, Managing Director of Marketing Delivery
“The SocialStock pilot scheme with Alan Day Group shows how dealers can generate a higher level of engagement with prospective buyers through social media,” comments Jeremy Evans, our Managing Director. “Social media allows dealers to communicate to specific groups of people with targeted adverts for new and used vehicle stock, generating high-quality web visits to boost lead generation.”
Evans adds: “Dealers and groups can use social media to successfully reach people who may not have had any prior relationship with their sales department, and the success of the SocialStock pilot demonstrates the potential for generating conquest leads through online platforms. Now is the time for dealers everywhere to consider integrating social media into their customer contact strategy.”
SocialStock manages social media across multiple brands and sites
SocialStock is suitable for individual solus-brand sites, as well as for large, geographically distributed dealer groups with many sites and brands. The platform integrates a number of our social media management and reporting tools, all developed specifically for motor retailers. These include a stock remarketing tool, social media advertising tools, and an automated lead capture system for Facebook. Retailers can specify how many tools they deploy, and for which sites and brands, to suit their requirements and resources.
The system provides controlled levels of user access, enabling a range of different campaigns to be managed and evaluated by a centralised marketing team across a group, or by staff at individual sites.
The Facebook Advertising functionality within SocialStock enables businesses to better target social media marketing at potential conquest customers. Dealers can create personalised adverts targeting specific audiences, and seamlessly use them to populate Facebook Marketplace to target those actively looking to buy. This enables multi-brand sites and larger dealers groups to run concurrent Facebook marketing campaigns for multiple brands across the same channel without duplicating the target audience.
Our LeadBox system records customer enquiries captured via targeted Facebook adverts, sending customers’ details directly to the sales team to act upon. LeadBox provides a cost-effective and highly efficient way of managing social media leads across existing lead management platforms.