Using Facebook For Your Business

Last month we touched on the importance of social media as a whole from the business perspective (if you missed it, catch up here). Now we’ll take a deeper dive into specific social media platforms and how you can use them to your advantage. Let’s take a look at what Facebook, in particular, offers business owners and what you can offer your customers by using this platform. 

Facebook currently has 2.32 billion monthly active users worldwide, and that number continues to grow by the second (1). If you’re wondering if your target audience is on these platforms, the answer is a resounding yes. In fact, 78% of American consumers have discovered retail products to buy on Facebook (2) and 77% of B2C companies said they have acquired new customers through (3) the platform - and, if you put in the time and effort, this could be you.

But before you start a Facebook page for your dealership, you might be curious as to what the social media platform can really offer your business. Facebook gives you the opportunity to grow your company’s brand awareness, it allows you to connect with your customers in a new, organic way, and lets you reach an untapped market of people who might be interested in what you’re selling.

If you’re not sure where to start - or are just looking for some overall guidance around Facebook - we’ve got some best practices for you to consider.

If You Can’t Beat Em’, Join Em’ - There are thousands of small businesses on Facebook, so the first step in getting a leg up on your competition is joining yourself. Setting up a page is simple - but if you need help, keep reading - we’ve got an awesome product for you.

Make Sure Your Information is Up-to-Date - Whether you’re just creating a Facebook page, or if you’ve been on the platform for a while, you need to make sure all of the information you have listed is up-to-date and accurate. Consumers often go searching on a company’s Facebook page for information like location, phone number, website, and more. Don’t leave them hanging - have all your information out there so it’s easily accessible. Also, we encourage you to not leave anything bare on your Facebook page. Make sure you include something short and sweet in your “About Us” section. We recommend including a few sentences highlighting your dealership’s mission, expertise, or anything that might make you stand out from the competition.

Have Eye-Catching Profile & Cover Photos - First impressions mean a lot when it comes to Facebook. Your profile picture and cover photo will be the first thing a consumer sees when they come to your page - make sure they stand out. We suggest having a photo that includes your branding and we recommend that you stay consistent with your photo choice so consumers will recognize your brand as they browse through Facebook. Changing it too often could leave consumers confused, so keep that in mind if you choose to update.

Post Regularly (but not too much) - How much is too much? Good question. According to Inc., posting once a day on Facebook is the ideal amount. It’s important to avoid over-saturating consumers with content so that when you do post, they are ready to react and engage with it. The best time to post on Facebook, according to Hootsuite, is between 12 p.m. and 3 p.m. Monday, Wednesday, Thursday, and Friday and on the weekends from 12 p.m. to 1 p.m. - keep these days and times in mind when posting your content for optimal engagement.

Share a Variety of Content - Facebook is a great way to showcase your inventory, and we definitely recommend using it for that, but consumers want to see more than just what’s on your lot. We always like to point out that you are an industry expert, and consumers crave information you have to offer. That’s why we encourage you to post a variety of content. For example, creating/posting videos or blog posts on “What All New Riders Need to Know”, or “Tips for Finding Your Perfect Ride”, etc. can be useful information that your customers want to engage with. Be a resource for your potential customers. If you don’t have time to create that content on your own, you can always share it from other industry sources. For instance, the Cycle Trader consumer blog has lots of this content and you can easily re-post it.

Respond to Consumers in a Timely Fashion - We live in a world that is used to instant gratification - especially on social media. That’s why it’s important to respond to consumers in a timely fashion whether it be through a comment or on Facebook Messenger. Check your notifications regularly and make sure to respond as soon as you see a message. Keep in mind that Facebook shows how quickly you respond directly on your business page - and like we said earlier, first impressions are everything on social media.

Utilize Facebook Stories - Page Stories allow you to share content that represents your business directly from your phone or mobile device. Stories were designed so you can engage with your audience in a more frequent and casual way. Facebook Stories allow you to share short videos, and photos that appear at the top of the News Feed in a highly visible area. We recommend experimenting with Stories as it can help humanize your brand and show off your business’ personality. Learn more about stories, here.

There you have it. The tips you need to know on using Facebook for your business. Are you interested in having a presence on social media, but just don’t have the time or resources to make it happen? Cycle Trader can help. Our GoSocial product can kickstart, or supplement, your existing social media efforts by managing your Facebook for you. GoSocial includes weekly posting and management for Facebook, a dedicated monthly advertising spend, and monthly in-depth reporting - saving you valuable time and costing a fraction of what it would take to hire a team. And if you don’t already have a page, we’ll even help you set one up. If you’re interested in learning more, contact your Cycle Trader representative today at 888.747.1192. They’ll walk you through all the details.

1 https://zephoria.com/top-15-valuable-facebook-statistics/

2 https://blog.hootsuite.com/facebook-statistics/
3 https://www.adriennerichardson.com/facts-and-stats-about-facebook-and-your-business/