Auto sales, particularly second hand car lots, are associated with large banners, inflatable waving balloons, and humorous commercials.  There is much more potential than that, particularly for an auto dealer that is ready to invest some time and effort into establishing an online brand, where customers can react to high quality content and reach out directly to the sales team.  Increasing second-hand auto sales using social media can be an effective strategy to reach a wider audience and generate more leads.  This article highlights some effective strategies to help you increase your customer base.

Create High-Quality Content

First off, quality is key.  That doesn’t mean you should wait to perfect the perfect social media post.  When it comes to quality, the “Three C’s” are key:  Clean, Clear and Concise.  With clean content (nice pictures, no editorial mistakes, well-written sentences), you can go a long way to establishing trust and rapport among prospective customers.  Clean content which is sincerely posted (not trying to be tricky or clever) establishes you as a sales representative who is approachable and trustworthy. 

To be sure, when you are listing specific vehicles for sale, ensure your listings are detailed and well-presented, with high-resolution photos, comprehensive descriptions, vehicle history, and pricing information.  Beyond that, there is a world of other types of content and audience engagement that you can explore.  Additionally, make sure your social media profiles are complete and professional. Use your logo as your profile picture, provide accurate contact information, and include a clear and concise bio.

No need to stick to one platform.  Utilize a variety of social media platforms, including Facebook Marketplace, Instagram, Twitter, and even YouTube, to showcase your inventory.  Each platform has a unique audience, and diversifying your presence can help you reach more potential buyers.  For all of your content, include relevant and trending hashtags in your posts to increase discoverability. Use industry-specific tags like #UsedCars, #CarForSale, and location-specific tags to reach a local audience.

Maintain a regular posting schedule to keep your audience engaged.  Consistency helps build trust and keeps your inventory top-of-mind for potential buyers.  It also establishes yourself as a legitimate business in the view of search algorithms. 

The Personal Touch

The key strength of social media is not its ability to reach out to a mass audience with a single click.  It can do that.  More importantly, social media gives you a ready-made line of connection with which to respond promptly to comments, messages, and inquiries. Engaging with potential buyers and answering their questions can lead to more conversions.

Another aspect of the personal social media touch is featuring real people, real customers, with real smiles.  Encourage satisfied customers to share their experiences on social media. User-generated content, such as photos or testimonials, can help to further build trust and credibility.

Educational content also goes a long way in building credibility.  Share informative content about buying used cars, such as tips for evaluating a vehicle’s condition, the importance of vehicle history reports, and how to negotiate a fair price.  This type of content can be easily combined with the use live video streaming on platforms like Facebook or Instagram to showcase vehicles in real-time.  You can also offer virtual tours where potential buyers can ask questions as you walk around the car.

Leveraging the Full Power of Social Media

Run paid advertising campaigns.  Targeted paid advertising campaigns on platforms like Facebook and Instagram can be costly, but it can also help to broaden your reach and specifically target customers who are looking.  You can specify demographics, interests, and location to reach your ideal audience.  Paid advertising can help to optimize existing promotions.  Create a sense of urgency by featuring limited-time offers or promotions.  For example, notify your followers when you offer discounts, free vehicle inspections, or extended warranties for a limited period.

Social media can also help to complement email marketing.  Build an email list of interested buyers and send regular updates about new arrivals, special offers, and informative content related to used car buying.

Social media also enables analytics and tracking results of your audience reactions and the extent of your campaign reach.  There are many tutorials on using analytics. [ANALYTICS ARTICLE….]  Adjust your strategy based on what works best to attract buyers.  Optimize your social media profiles and posts for local search engine optimization (SEO). Use location-specific keywords and geotargeting to reach users in your area. 

Pre-handling Objections

One area where social media can be a great help to auto sales is in giving the dealer a chance to direct the debate before the customer steps foot in the showroom.  By this we mean that educating the customer on their potential objections beforehand can give them greater comfort with the idea of purchasing a car. 

Monitoring your social media channels is the first step in this process.  Look for frequently-occuring comments and feedback related to your dealership or sales listings. Respond promptly to objections or questions.

Provide comprehensive information.  Customer questions can be more easily handled on social media, because you have greater control of the response (and if its timing – ie., if you are busy with someone else when a message comes through, you can respond later, without having to take a call).  For example, if a customer is concerned about a vehicle’s history, provide a detailed vehicle history report. If it’s about pricing, explain the value and features that justify the price.

Another way to get ahead of customer discussions is to create and share content that addresses common objections.  For example, create posts or videos that explain the benefits of certified pre-owned vehicles, financing options, or the advantages of particular makes and models.

Live Q&A sessions are effective with a large following.  Over time, you can schedule and host sessions on platforms like Facebook Live or Instagram Live to an audience that you have already established and cultivated.  Invite viewers to ask questions about featured vehicles, financing, or any concerns they may have. Provide detailed answers and solutions.

Similar to testimonials, real-life case studies of customers with similar profiles can be shown, how they went about deciding over which car to buy, and how they were ultimately satisfied with their purchase.  Explain how you addressed their concerns and helped them find the right vehicle.

Consistency Over Time

Building trust and transparency is crucial when selling used cars online, and that objective requires consistent high-quality postings over time.  Building a strong online presence and reputation invariably takes time, but with the right audience built up, it is also a highly cost-effective way to ramp up business.