Social media has become an increasingly important tool for businesses around the world as more and more individuals choose that method for communication and networking. In fact, social media is expected to reach an estimated 3 billion people across the world by 2021, and it may be growing faster than anticipated. With their rapid growth and huge popularity, it’s possible that a social media campaign may be one of the most vital aspects of any BHPH dealer’s digital and mobile marketing strategy.
Pew Research Center found that almost 90 percent of Americans use the internet to make purchases or research products before they buy. Despite this, only about 66 percent of companies invest in online marketing. If your dealership is not one of them, you are missing out on opportunities. According to Business.com. this is not only because social media is a fantastic way to get customers’ attention, but also because it provides a convenient way for customers to get information quickly from any Wi-Fi enabled device. In a fast-paced world driven by technology and instant gratification, that real-time communication can be key to attracting new customers.
Of course, that isn’t the only advantage social media offers. It has arguably become the most popular mode of communication in developed countries, including the U.S. According to data reported by Grazitti Interactive, over 2.6 billion people worldwide currently use social websites and here in the U.S., the largest groups of social media users are women and young adults. The ratio of use can be directly linked to age group, with the likelihood of a person using social websites and applications diminishing in proportion to more advanced age. Eighty-eight percent of Americans between ages 18 and 29 use social websites, while seventy-eight percent of those between 30 and 49 do so. More than half of Americans in their 50’s and early 60’s are on at least one social media site and among older adults, usage drops off sharply, with only thirty-seven percent of those over the age of 65 logging in. This means that, among consumers anywhere from 18 to 64 years in age, more than half are on social media.
That isn’t the only reason your dealership should be embracing this unique tool. Online marketing of all sorts simply makes sense. It’s more cost effective and reaches a larger number of people. Where results per dollars spent are concerned, social media, more than any other form of online marketing, is perhaps the most effective according to Business.com. Free Facebook and Instagram accounts, along with a consistent social media campaign, could do more to draw in business than you imagine. Of course, these websites offer paid methods to boost posts, as well as advertising options, but even at that a business will spend, on average, about $500 on social media marketing per year. That’s far less than the average annual cost of traditional mail marketing, which is a stunning $10,000!
So what does your dealership need to know to build a successful social media campaign? Looking at the information above, your dealership should create posts with adults under the age of 50 in mind. Also be aware, while there are more women logging into sites such as Instagram and Facebook, men are less than ten percent behind, so ideally your posts should appeal to both genders. Speaking of those sites, Grazitti Interactive found that, while about a third of all Americans use Instagram, and about a quarter use Twitter and LinkedIn, Facebook is still king where social media is concerned. Nearly seventy percent of Americans have accounts on the popular website. Include services like geo-fencing and re-targeting in your campaign, and you’ll have the recipe for a winning marketing strategy. Of course, if you truly want it done right, the best investment you can likely make in your dealership is to hire a marketing company familiar with social media campaigns.
Social media today is as vital for BHPH dealerships as traditional advertising was in years gone by. With so many Americans choosing to shop and communicate online, BHPH dealerships can hardly hope to remain competitive without a social media presence. So log into Facebook, post pictures on Instagram, find a reputable marketing company with social media experience, and watch your dealership thrive.