Many digital marketing strategies provide cost-effective ways for automotive dealers to generate leads on a budget. But there’s one strategy that delivers leads and builds loyalty, all for an affordable price: Facebook service campaigns.
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Service campaigns are a great way to advertise digitally even on a budget… because the results do more than just generate service revenue!
Here’s how.
Why the service department is key to dealer success:
Car sales are a dealership’s bread and butter, but the margins on service are usually much higher, making this a key offering for independent and franchise dealerships. Maintenance, repairs, and parts sales all provide steady revenue, and build relationships with existing customers.
It’s because of those relationships that a recent industry study indicated that a third of customers prefer dealership service centers to general repair shops. If a customer bought their vehicle from you, they feel like you know their car and there’s no one more qualified to work on it.
But most importantly, the service department also helps build customer retention and a dealership’s brand. When a customer has a great service experience, they’re more likely to return for a vehicle purchase in the future, and they’ll refer friends and family.
That’s loyalty. Here’s how to trade on that loyalty using one of the most reliable digital advertising platforms available.
Why Facebook Service Campaigns?
Facebook’s sophisticated campaigns let you target your previous customers with special campaigns, like service campaigns, and AutoSweet is an expert in automatically connecting your customer lists to Facebook.
You can use your current customer lists along with your DMS to compile an authenticated file that matches your customers’ profiles on Facebook.
AutoSweet is certified with all major DMS providers, such as CDK Global, PBS, AutoSoft, Frazer, and DealerCenter.
AutoSweet has also completed the certification process in the Reynolds Certified Interface (RCI) Program. We’re able to seamlessly and securely use your first-party data to your advantage.
The DMS connection also allows you to match back service repair orders (ROs) to show you which customers come back to the dealership because of your service campaigns. You can’t beat proof!
The best part? It’s remarkably affordable, so it’s an ideal strategy for stretching today’s marketing budgets.
What a service campaign can do for you?
- Drive Awareness. First and foremost, running a service campaign on Facebook drives awareness. Many customers may not even know that your dealership offers service and maintenance options. A Facebook campaign tells them with targeted ads right in their feed and fills the top of your sales funnel.
- Build Trust. A service campaign also builds trust with past and potential customers by highlighting your dealership’s focus on customer satisfaction, quality and integrity.
- Build Brand. Finally, running a service campaign on Facebook also helps your vehicle sales by boosting your brand and keeping you top-of-mind for consumers. A strong presence online (especially on the number-one social platform in the world) is a proven way to improve your visibility and attract more customers.
Align Your Copy and Graphics
Strong creative assets are key when you’re planning your Facebook service campaign.
Once you’ve decided on your offer, whether it’s an oil change and tire rotation special, or annual maintenance, be sure you’re using graphic overlays to include pricing and a lead form. This allows interested customers to fill out a contact form without even leaving Facebook.
There are many more strategies for driving leads and loyalty on Facebook. For a free guide to car dealership campaigns on Facebook, click here.
If you’re interested in exploring a Facebook service campaign, AutoSweet can help! Contact us today for a free 5-minute consultation on getting your dealership set up.
