Facebook continues to have influence over the relationship between car dealers and consumers. Currently the social media company has around 2.38 billion users every month and is an important focus for companies looking to market effectively.
Dealers are already using the platform for marketing and retargeting efforts but now, thanks to some new tools from Facebook, dealers can also focus on educating consumers through their marketing as well.
One of the new tools is called the Dealer Playbook. This will gives marketing features dealers can utilize to inform consumers through Facebook and Instagram. It will educate customers in four specific areas: why a consumer should buy from the dealer, finding consumers who are prepared to buy, creating a consumer who will return for future purchases, and getting information out about promotions and sales.
The other new tool is an update to Facebook's Blueprint series of online courses. This tool provides online courses that will teach dealers how to create Facebook Ads, use and utilize audience analysis, and other subject matter. This will better inform dealers about how to use Facebook to better market and advertise to customers.
Kim Stonehouse, the head of Facebook Auto, said the courses “should allow anyone to become more of an expert and, most importantly, use our tools in the most efficient way.”
Most dealers know that Instagram and Facebook are very important to marketing efforts, but also admit they aren't easy to learn. At the beginning of the year, Facebook added more advertising tools to include better retargeting chances for users who went to car websites, apps, or Facebook pages.
These new tools now include clear instructions on how to use them as well as ways to combine them with other marketing efforts. And those updating these tools know that retargeting efforts must coincide with better analytics and sales conversion data.
All of these updates are coming about because auto dealers were asking for them. Around 700 million consumers use Facebook Marketplace, where most car dealer listings are placed. Dealers know that there are sales chances on the social media platform and want to take advantage of that.
Better understanding how to use these retargeting and marketing tools can have an important reaction. These features will make it easier for dealers to find new consumers and create better marketing. It will also help them understand what does and doesn't work within their own marketing strategies. And it will allow dealers to better promote their own brands through several different marketing efforts.