24 May 2021

Partner feature: After more than a year of intermittent lockdowns, it is very unlikely motor retail will ever return to the pre-Covid ‘normal’. The pandemic has transformed the way people research and purchase goods, notably with more people browsing via social media platforms to facilitate these transactions than ever before. Reliance upon online purchasing has increased, and people are growing in confidence about interacting and making purchasing decisions in this way.

Traditionally, buyers wanted to see, feel and experience a vehicle before making a purchase but, Covid has fundamentally altered this shopping experience. Even with showrooms open again, people remain happy to view a vehicle online using virtual tours and immersive technologies that replace the showroom experience, only visiting in person for a test drive or to sign final documents.

Embrace social media as an extension of the showroom

Dealers who want to stay ahead of the curve need to adapt to this new way of interacting with customers and facilitate the process with a digital offering that provides a trusted and transparent online experience. Social media allows people to be served with, and respond to, highly relevant adverts in a way that you can’t with print media. Sales teams who maximise on the opportunities that social media can offer will see immediate gains.

The digital eCRM experts at Marketing Delivery have developed a suite of tools specifically for this purpose. Recent research by the company has shown enquiries have remained strong throughout lockdown, and 38% of buyers said they would stay engaged with a dealer that targeted them with relevant social media adverts relating to their search for a vehicle. This figure rose to 62% in the 18- to 30-year-old age bracket, emphasising that this research method appeals more to the younger buyer.

Invest in expert software

Marketing Delivery’s SocialStock software enables dealers to place tailored advertisements on social media platforms, matching the potential customer’s original online enquiry. It can also be used to populate Facebook Marketplace with current stock. It is specifically designed for motor dealerships and is suitable for businesses of any size – from individual, solus-brand sites to large groups with diverse franchise portfolios.

The software takes the feed from the dealer’s website directly which lessens the administrative impact on sales teams, and the SocialStock platform takes care of the rest.

Keep the conversation going

SocialStock ensures that people only see adverts relevant to their search, increasing the likelihood of engagement. Should someone click on a post, they are taken to the Vehicle Display Page of the website to gain further details including ways to reach out to the dealer.

If you have further questions about how Social Media advertising could work for your dealership, get in touch with Marketing Delivery for a free, no-obligation guide to setting up eCRM tools via www.marketingdelivery.co.uk or by calling +44 (0)1892 599911.

Tags: Marketing Delivery