Social media has become a large part of auto retailers’ marketing strategy, but the one thing that seems to be an obstacle to success is finding the right mix of automotive social media content ideas.
It’s tricky:
- You want to convey the right tone, and also want to attract more users.
- You don’t want to come off the wrong way, for fear of an attack of the trolls.
- Your online reputation is at stake, and it’s difficult to know precisely the best tactics to use to protect the organization.
If you haven’t already, write out a plan! It doesn’t have to be fancy, you just need the right mindset. Go month by month so you know when the dealership’s specials are happening, and also when the monthly holidays and milestones are.
In the car business, we’ve all been told repeatedly that we need a process, and social media is no different. Honestly, your written plan will help calm the waters and reduce the anxiety that often comes with social media.
Before I get to the automotive social media content ideas I have for you, let me give you two “pro tips” to make things even easier.
Pro Tip #1: Conduct a monthly content team brainstorming meeting
If you want to go fast, go alone; but if you want to go far, go together.
Social media managers and social-savvy car salespeople know that the content effort is more successful when they have others to share their ideas with.
- If you’re a social media manager, and you don’t have a team, rope in a few like-minded co-workers into your creative process. You could even make it a lunch meeting!
- If you’re a salesperson, there are other salespeople in the same boat you are – wondering about how their social profiles look and are starved for automotive social media content ideas. Pick a co-worker or two and then help each other brainstorm ideas. They can also be your video buddy – filming each other doing your walk-around and demo videos.
Pro Tip #2: Start a Meme Folder
I know it sounds crazy but seriously, I have a treasure trove of memes. When I see a good one, I save it on my phone for later awesomeness.
I look at my meme collection as an asset – like a savings account I can fall back on – and it never lets me down. We all run dry on our automotive social media content ideas. We get busy, or like me, you just don’t have the energy sometimes. That’s where your meme folder comes in. You’ve already “curated” a collection so it doesn’t take too much energy to scroll through and find one that works in that moment.
10 Automotive Social Media Content Ideas
1. Happy employees performing their jobs.
Sales, Service, Parts, even the accounting office and detailers/porters, everyone has a story and when you share images of happy employees your customers see them and say to themselves, “That’s a place I’d like to do business with.”
2. Customer delivery photos
This one has been around a long time and I’ve seen a spectrum of good and bad examples.
A good example would be the delivery photo with a quick mention of why the customer chose you.
There’s another added benefit: the customer in the photo may comment on your post! (see below)
3. Helpful car buying info
Be it a written post (by you or somebody else) or a video, customers need their questions answered. This helps build rapport and shows credibility, thereby creating trust.
Start with customers’ FAQs and build out from there. Here are a few examples that get customer’s attention:
- Key questions to ask when financing a car
- When is the best time to buy a car?
- What to expect when buying a car with bad credit
- Do’s and don’ts of trading in your car
- How to buy a car after bankruptcy
- Paying case vs financing a car, which is better?
- Should I trade in my car or sell it privately?
- Core traits of a trustworthy dealership
4. Behind the scenes
Everyone is familiar with the stereotype of a car dealer. As someone who has spent most of her adult life managing dealerships, I know there are so many great people who make dealerships run. When you show “behind the scenes” content, you alleviate some of the apprehension around buying a car from a dealership.
Do you have a customer who brings their pets with them when they come for service? Take a picture and tell their story.
Do you have a customer who broke down on the freeway and you sent your tow truck to save them? Take a picture and tell their story.
Do you have a customer who has been through some things and has finally been able to get approved for a new car? Take a picture and tell their story.
You get the idea.
5. Vehicle and financing specials
I know, I know, this subject seems salesy and you’re not supposed to sell on social media. Well, I’m here to tell you that you can sell from social media, as long as you do it in the right way.
Content around vehicle and financing specials is meaningful to those who are in-market, or to those who know someone who is in-market. As long as you’re not posting only sales specials, you’ll be fine.
6. Industry news
There is so much happening right now in automotive retail. Business is great but it can turn on a dime. Keeping yourself and your audience up-to-date on what’s going on in the auto industry is good practice. You come off as the expert who shares their knowledge and that’s something people remember when it’s time to buy.
7. Automotive memes
Here’s where your meme folder comes in handy. It’s not like you can just Google “auto memes” and come up with good content. I know, I’ve tried. You just have to always be on the lookout for great memes in places like Facebook, Instagram, Twitter and even Reddit and Imgur.
Here’s one of my all-time faves (feel free to add it to your own meme folder!):
8. Video slide show of happy customer deliveries for the month
Are you already taking photos of your deliveries? Well, it’s not too much more effort to make a monthly slide show of them. Add in a few graphics with an app (you can use iMovie if you have an iPhone) and make them look pretty amazing. Who doesn’t want to see happy people who just bought the car of their dreams?
9. Stories and screenshots of exceptional online reviews
Stories of how other people had a great customer experience with you are very influential. You could share one or two per week and include a mention of how grateful you are to have loyal, happy customers. It’s perfectly okay to sing your own praises when others are giving you the songbook!
10. Pet adoptions at the store
I know quite a few dealers who conduct pet adoptions at their store. As someone who is in animal rescue in her “spare time” at Hanaeleh Horse Rescue here in the OC, I can tell you that having these pet adoptions at your store is a fantastic way to bring the community together. They invite people to the store who may never have been there before. They also illustrate your compassion and kindness to animals and that’s a winner when it comes to automotive social media content ideas.
- Show your impact on the community
- Display how adopting is always the right choice #adoptdontshop
- Gives your network more insight into how the company’s principles align with their own
- Homeless pets get adopted!
Here’s a great example from Pacific Subaru here in So Cal:
Automotive social media content ideas don’t have to tax your brain.
These I’ve shared are only the tip of the iceberg when it comes to your own unique value and how it can be illustrated on social media. With more and more customers turning to online tools, now’s the time to build up your social media and content is the ladder to get there.
Do you sell cars? Want to sell more? Grab your Ultimate FREE Guide to Social Media for Car Salespeople 👉 HERE.