We often hear from dealers that Social Media is too resource-intensive and time consuming to manage effectively, or even properly. This may be caused by a lack of Social Media education or enthusiasm. However, we have statistics to show that, with the right processes and tools, a well-managed social programme can deliver up to five times more website traffic from an existing presence on Facebook, Instagram and Twitter – and can be utilised as a lead-generation avenue for dealers, too.
Targeting, and ultimately capturing, leads on Social Media relies on high quality customer data, and robust reporting tools can help dealers to improve their capture rates. Once a solid foundation of data is established, marketing teams can integrate social targeting tools with existing digital campaigns, to reach out to the most relevant audiences. We call these ‘combined campaigns’ and believe that this multiplatform approach to marketing allows each channel of communication to support the other. A Facebook Ad might remind a customer to reply to the email flagged in their inbox, for example.
Dealers can use existing customer data to direct visitors to their websites, and ‘remarket’ to those individuals with highly relevant Facebook adverts. On Facebook, sophisticated tools can extrapolate characteristics from a sample group to create a ‘lookalike audience’ of potential audiences that have similar demographics and interests. The quality of the traffic generated by this activity is typically much higher than with campaigns that use less advanced methods of targeting, and therefore results in lead capturing. These adverts sit within the page and allow prospects to complete a simple, pre-populated enquiry form that has a one-click ‘Confirm’ option to submit it to the dealer.
We are seeing increasing demand from dealers for ‘smart automation’ in their customer communication processes on Social Media, similar to eCRM, and our latest tools enable them to exploit the growing potential of social media for their businesses.
If you are interested in hearing more about our Social Lead Generation product then please get in touch here.