Published: October 2024

It is highly fitting that we’re sponsoring the Motor Trader ‘Social Media Award’ for 2024 as we continue our efforts to provide UK motor retailers with sector-specific guidance and tools to make the most of their presence on social channels.

The panel of judges for this year’s award will be looking for “dealers who have successfully improved their online presence by reaching audiences engaged with social media platforms,” and will pay particular attention to “supporting measurement data.” Measurement is central to our ethos – after all, if you can’t measure what you’re achieving, how can you justify the time and investment required?

Tracking the success of social media adverts has traditionally been labour-intensive and detail-light in comparison with measurement techniques for other digital marketing activities, and that has often made it hard for marketers to make a case for future spending commitments.

However, our VoiceBox software can now report on the proportion of enquiries and orders that can be attributed to a retailer’s paid content on Facebook and Instagram, as well as which specific social campaigns drove the most engagement and, ultimately, conversions.

By integrating with the retailer’s lead management and dealer management systems, the Meta application programming interface (API) in VoiceBox enables us to track the success of social media advertisements without the retailer having to carry out timely manual attribution.

This new feature works in tandem with our new Dynamic Custom Audience feature within VoiceBox Social, which integrates with the retailer’s DMS and automatically uploads data matching their desired target audience directly into Meta platforms (Facebook and Instagram). That seemingly simple step hasn’t been practicable in the motor retail sector before without time-consuming manual intervention, and it has the potential to deliver major benefits. It means social media spending can be much more targeted, maximising the return.

Furthermore, by utilising ‘first-party’ data (i.e. real information relating to the customer’s preferences and the stage in their ownership journey) from the DMS, retailers won’t be restricted by any limitations that might be placed on third-party cookies by regulators in years to come.

We offer a host of other social media marketing tools and services specific to the motor retail sector. For example, VoiceBox Social uses tracking pixels to link the retailer’s website to social media platforms, including Facebook, Instagram and LinkedIn. Once the customer has visited the retailer’s website, they can be targeted on these sites with a highly relevant advertisement. To further enhance this, our dynamic inventory ad solution, SocialStock links to the retailer’s website stock to promote available vehicles, which can also be segmented based on business objectives, such as new in stock, fuel type or overage.

Contact us today for more information on how we can help supercharge your social media.

Related Posts