5 Reasons your Dealership Sucks at Facebook

Facebook is an extremely effective way to get in front of peoples eyes who are already interested in you. Unfortunately Facebook can be daunting for some resulting in less than optimal results.

Here are five key mistakes I see often.

1. You Post Less than Once a Day

Yes, believe it or not you can’t update your page less than once a day. Facebook has an algorithm, meaning that Facebook serves your posts to people Facebook thinks will enjoy it. Posting less often, sacrifices how many people your post goes out to. The more you post, the more people will see.

To post daily will mean a brainstorm about what content you can provide for the week. What specials do you have coming up, what events, who is picking up their new car this week? It is possible.

2. You Have a Dead Wall

Want to know what’s worse than not posting regularly? Having a wall that no one monitors or listens to.

Your customers will contact you the easiest way they know how. If they want to pass on thanks for looking after them or ask for assistance, if you are on Facebook, they will most likely try to contact you through there. It is as acceptable as email.

Make sure you handle your Facebook queries the same way as you would any other.

3. You Waterboard your Audience

How annoying is it to be in a relationship where you are constantly sold to?

Putting nothing but sale after sale, offer after offer on your wall is tiring. It certainly makes your audience feel disrespected. Your audience thinks there is more to them than a drone to be sold to.

This isn’t 1970 anymore, you have to put time into developing a relationship of trust with your advertising and digital audience. That means a conversation that goes both ways, but also adds value.

How else can you add value? A video to show how to pair an iPhone with the car? Fuel Economy tips?

Snippets of value, make us sit up and pay attention in an age where we are becoming increasing numb to traditional advertising.

4. You waste Facebook Advertising Dollars

Facebook advertising is a fantastic cost effective tool that needs some thought put into it, in order for you to get every cent out of it.

So why do we keep seeing ads to like a page, for a page we have already liked?

Frankly, it gets annoying and after awhile, it will also get you unliked. You have spent money to acquire that ‘like’, so don’t keep spending money to ask them to do what they’ve already done.

There is a very simple check box to ensure this is not done but most importantly, ensures your ad spend is channelled through to those who have not yet been acquired.

Under ‘Connections’ select ‘Only people who are not connected to’.

That way you will ensure your ad to ‘Like’ your page goes to those who have not already done so.

5. Your Post’s aren’t Attractive

Do you see posts that just contain a link or a box with no image. Are they attractive to click on? No.

Putting some time and care into your posts can really improve the click through rate.

When you post a link, make sure you have a great picture that will be very attractive to your users. Most of the time, the image that Facebook grabs for the link, isn’t ideal. You can use the arrow buttons to cycle through the images, or you can upload an image of your own.