You know the saying, "quality over quantity"? It's better to have a few good friends than a lot of fake ones. The same goes for likes. It's one thing to have a lot of likes on your Facebook page but it's another to have the RIGHT likes.
With Facebook advertising, it's easy to find the right audience and reach those who matter most to your business. In fact, using Facebook to market your automotive service department can be quite effective if you take the proper steps.
But before we get into that, let's take a step back and answer a couple questions.
What is Facebook advertising?
Facebook adverting is a simple and cost-effective way to promote your business to potential customers. They can send users to your website, encourage them to watch your video, increase awareness of your brand and even drive more leads. When creating an ad, Facebook allows you to choose your objective, define your targeting and set you own budget.
Why is Facebook advertising important?
From the mom down the street and her kids, to your grandparents and friends, everyone is on Facebook. According to Zephoria, 1.23 billion people log into Facebook each day. Who's among that 1.23 billion? Your target audience. And, as I mentioned, with such sophisticated targeting, Facebook makes it easy to reach them. For more reasons as to why you need to be using Facebook advertising, check out this article by Inc.com.
So, what about "Likes"?
Of course, you want people to like your Facebook page; however, a lot of likes does not necessarily mean a lot of business. That is why Facebook advertising has shifted from getting likes to getting leads. Once, everyone wanted to run a likes campaign but now we're on to bigger and better things with lead generation ads. With the right targeting, Facebook lead generation ads can be a powerful tool in building your customer base.
How does this work and how can it help my Service Center?
Like all Facebook ads, lead gen ads can be served to a specific audience with a set budget and can send users to your website. What’s new is the form they fill out first. The form can ask for the users’ name, email address, phone number and much more. You can also include custom questions, like “What kind of vehicle do you own?” or “What type of service do you need?” Once the form is submitted, the lead is gathered right in Facebook. (At Stream, we can even hook it up so leads go directly into your CRM for your sales team to address).
As a service department, you can run an ad that offers a discount to new customers who “Sign Up” through your ad. You can target these “new customers” based on demographics, location, interests, vehicle type and behaviors. If you already have a decent customer list, or custom audience, you can take your targeting a step further and create a “lookalike audience.”
Once you have them in the palm of your hand, show them what you’re all about, gain their loyalty and watch your likes increase – the RIGHT way.
Stream's Kick-Start Step:
The most important thing to remember here is follow through. Before getting started, make sure you have a plan on how to contact your leads; whether it be sending them a coupon via email or giving them a call to set-up an appointment. And remember, you can always edit your audience after an ad is running. Try setting up an audience and check on it every so often, making adjustments as needed.
Have some questions? Throw us a line and we would be happy to help!