When it comes to car dealership social media, most think their strategy is strong, but pop the hood and take a closer look, and the opposite is often true. If you’re not seeing tangible results – engagement, brand awareness, leads, and sales – then your strategy isn’t working as well as you think.

Social media isn’t just about posting pictures of cars or announcing discounts; it’s about building an ecosystem that fosters trust, drives engagement, and ultimately boosts sales.

The numbers don’t lie: 21% of car buyers say social media directly influenced their purchase decision, and 71% use it as a key part of the buying process. If your dealership isn’t seeing a measurable impact from social, it’s time to reassess and make some serious changes.

Here’s why your dealership isn’t dominating social media and, more importantly, what to do about it.

You don’t have a clear car dealership social media strategy.

Posting randomly with no defined strategy leads to inconsistent messaging and poor results. Successful dealerships have a clear social media plan that aligns with their business objectives and customer journey.

The fix:

Develop a structured content plan that includes defined goals – brand awareness, engagement, lead generation, and sales. Establish content pillars, track performance metrics, and use insights to refine your approach. A strong social media plan ensures every post has a purpose and contributes to your overall marketing objectives.

You’re not using data to improve.

If you’re not tracking your social media performance, you’re making blind decisions. Engagement, reach, click-through rates, and conversions all provide insights into what’s working and what needs improvement.

The fix:

Use analytics tools on Facebook, Instagram, LinkedIn and more to monitor performance and identify patterns. Track what type of content performs best and adjust your strategy accordingly. Continuous refinement based on real data ensures your social media efforts stay effective and results-driven.

Your content is all about you, not your customers.

If your social media posts only promote stock, discounts, or dealership news, you’re failing to engage your audience. Customers want value, not just sales pitches.

The fix:

Shift your content strategy to focus on the customer experience. Provide valuable information such as financing options, maintenance tips, and model comparisons. Engage with interactive content like polls, Q&A sessions, and customer testimonials. This builds credibility and positions your dealership as a trusted resource rather than just another car lot.

You’re not posting consistently enough.

Posting sporadically when you have free time isn’t a strategy – it’s a missed opportunity. Inconsistent posting leads to decreased visibility and engagement.

The fix:

Commit to a high-impact posting schedule. Plan a mix of content types – vehicle features, behind-the-scenes footage, customer testimonials, and industry insights – and schedule posts ahead of time using social media management tools. A well-maintained posting calendar ensures your dealership remains visible and relevant.

Your salespeople aren’t leveraging their own networks.

Your dealership’s official social media accounts aren’t the only way to reach potential buyers. Your sales team has personal networks filled with warm leads – yet many aren’t using them effectively.

The fix:

Encourage your sales team to build their personal brands on social media. Provide them with shareable content and train them to engage with potential customers online. A salesperson with a strong online presence builds trust and expands the dealership’s reach beyond its official channels.

Your engagement is one-sided (or nonexistent).

Social media isn’t just about broadcasting – it’s about engaging. If you’re only pushing out content without responding to comments, answering questions, or interacting with followers, you’re losing opportunities to build relationships.

The fix:

Make engagement a priority. Respond to every comment and message promptly. Join conversations in local community groups, acknowledge customer feedback, and show appreciation for your audience. When customers feel heard and valued, they are more likely to trust and support your dealership.

Your video content is weak (or nonexistent).

Video content consistently outperforms static images and text-based posts, yet many dealerships fail to utilise it effectively.

The fix:

Invest in video content that showcases your inventory, highlights customer testimonials, and provides behind-the-scenes dealership experiences. Even simple videos – such as walkarounds, test drives, and live Q&A sessions – can significantly boost engagement and lead conversions.

You’re not investing in paid social media as part of your car dealership social media activity.

Organic reach is declining, and dealerships that don’t invest in paid advertising are missing out on potential customers.

The fix:

Implement a smart paid social strategy. Run highly targeted ads to reach in-market car buyers based on location, demographics, and online behavior. Boost high-performing posts and retarget visitors who have engaged with your content. Combining paid efforts with organic strategies ensures maximum visibility and ROI.

You’re ignoring user-generated content (UGC).

Your customers are already creating some of the best content for your dealership, but you’re not leveraging it.

The fix:

Encourage satisfied customers to share their experiences on social media and tag your dealership. Repost user-generated content to build credibility and authenticity. UGC acts as powerful social proof that influences potential buyers more effectively than traditional advertising.

You haven’t optimised for local SEO on social.

If potential customers can’t find your dealership online, you’re losing business to competitors who have optimised their social presence.

The fix:

Ensure your dealership’s social media profiles have up-to-date contact information, location-based keywords, and geo-tags. Encourage customers to leave reviews on Facebook and Google, as positive ratings boost local search rankings and improve credibility.

There’s no social media strategy buy-in from the Dealer Principal.

If the dealer principle doesn’t prioritise social media, the strategy and its success will always be underfunded and under-utilised.

The fix:

Leadership buy-in is crucial for social media success. Ensure that you are demonstrating the value of digital marketing, what resources are necessary and likely ROI. Encourage dealer principals to engage in social efforts – whether by featuring in content, sharing updates, or supporting social initiatives. When social media is actively supported from the top down, the entire dealership benefits.

And finally…

Your dealership’s social media presence isn’t about what you think is working – it’s about real, measurable results. If engagement is low, leads aren’t coming in and your not selling cars as a result of your efforts then it’s time to take action.

By addressing these common social media failures and implementing the solutions outlined above, your dealership can turn social media into a powerful tool for driving what is the ultimate metric for your business, sales.

Managing social media effectively takes time and expertise, and many dealerships simply don’t have the resources to do it consistently. That’s where Fetch comes in.

Fetch is the always-on social media solution designed for dealerships that need a consistent, engaging, and results-driven presence online. Our platform enables your team to create, schedule and publish on-brand social media posts and plans in minutes not hours. No more last-minute scrambling for posts or inconsistent messaging – just professional, high-impact content that keeps your dealership top-of-mind for potential buyers.

Keen to find out more? Contact us today.

The post Here’s why your Dealership isn’t crushing it on social media appeared first on Fetch Social Media.

In the ever-evolving digital landscape, YouTube marketing stands out as a powerful tool for auto dealerships. With its vast audience and the growing preference for video content, this platform offers a unique YouTube marketing strategy opportunity for dealerships to showcase their cars and engage with potential customers in a dynamic way. In this blog, we’ll explore the importance of YouTube for auto dealerships and provide 13 practical tips to harness its power locally.

YouTube’s significance for auto dealerships is rooted in its expansive reach and the growing influence of video content in consumer decision-making. With over 2 billion logged-in monthly users, YouTube is not only a video-sharing platform but a global community actively engaged in content consumption. This vast audience includes a significant number of potential car buyers, making it a fertile ground for dealerships to showcase their offerings.

Statistics reveal that YouTube is the preferred platform for video consumption, with users collectively watching over 1 billion hours of video each day. This immense viewership underlines the platform’s potential as a marketing channel for auto dealerships. Moreover, Google reports that 70% of people who used YouTube as part of their car buying process were influenced by what they watched. More so, among auto shoppers, 60% reported that their views on a brand or vehicle were influenced by digital video, with YouTube being a key platform.

Further highlighting its impact, a study found that 90% of car buyers research online before making a purchase, with many turning to video reviews and walk-throughs to inform their decisions. YouTube, therefore, offers a unique opportunity for dealerships to engage with these prospective buyers through compelling video content that showcases car features, performance, and testimonials.

YouTube’s role in the consumer car buying journey is evolving. It’s not just a discovery platform but also a space for deeper engagement.

Users frequently use YouTube to compare models, learn about car features, and watch test drives. By tapping into this behaviour, dealerships can effectively guide potential buyers along the purchase journey.

Videos can influence buying decisions, especially for significant investments like cars. A well-crafted YouTube marketing strategy and presence allows dealerships to:

• Showcase Vehicle Features: Videos can highlight features and capabilities in a way that static images and text cannot.
• Build Trust and Brand Identity: Authentic, engaging content helps build a dealership’s brand and foster trust among viewers.
• Reach a Wider Audience: YouTube’s vast user base means dealerships can reach a broad spectrum of potential customers.
• Boost SEO and Online Visibility: YouTube is the world’s second-largest search engine, and videos often rank high in search results.

YouTube marketing success – 13 tips for Auto Dealerships

Tip 1 – Create a dedicated channel:

Start by setting up a YouTube channel exclusively for your dealership. Ensure it reflects your brand identity with a custom logo, banner, and channel description.

Tip 2 – Understand your audience:

Research your local market to understand the preferences and needs of your potential customers. Tailor your content to resonate with this audience.

Tip 3 – Showcase your inventory:

Regularly post videos of your available cars. Include walkarounds, interior tours, and test drive experiences to give viewers a comprehensive look.

Tip 4 – Highlight special features:

Create videos focusing on unique features or advanced technology available in your cars. These can be quick, informative clips that educate viewers.

Tip 5 – Create how-to videos:

Offer value with how-to guides or maintenance tips. This positions your dealership as a helpful resource, building trust with your audience.

Tip 6 – Leverage customer testimonials:

Share videos of happy customers and their stories. Authentic testimonials can be powerful in influencing potential buyers.

Tip 7 – Engage with local events and charities:

Showcase your involvement in local events or charities. This enhances community connection and shows your dealership’s commitment to the local area.

Tip 8 – Utilise YouTube SEO (search engine optimisation):

Optimise your video titles, descriptions, and tags with relevant keywords. This helps your videos appear in search results, both on YouTube and Google.

Tip 9 – Optimise your video titles, descriptions, and tags with relevant keywords.

This helps your videos appear in search results, both on YouTube and Google.

Tip 10 – Promote your videos:

Share your YouTube content on your dealership’s website and social media platforms. Encourage your audience to subscribe for updates.

Tip 11 – Interact with your viewers:

Respond to comments and messages on your videos. Engaging with your audience helps build a community around your channel.

Tip 12 – Collaborate with local influencers:

Partner with local YouTubers or influencers for wider reach. They can review your cars or feature your dealership in their content.

Tip 13 – Track and analyse performance:

Use YouTube Analytics to track the performance of your videos. Analyse what works and refine your strategy accordingly.

In summary…

Having a YouTube marketing strategy for Auto Dealerships is crucial. YouTube’s vast audience, coupled with the increasing reliance on video content in the car buying process, makes it an essential platform for auto dealerships looking to expand their reach and influence purchasing decisions. By leveraging YouTube, dealerships can effectively position their brand and offerings in front of an engaged and relevant audience.

By understanding the platform’s capabilities and following our 12 practical steps, dealerships can create a compelling YouTube presence that resonates with local audiences, builds brand trust, and ultimately drives sales. In the digital age, leveraging platforms like YouTube is not just an option but a necessity for staying competitive and relevant in the auto industry. Need help? Get in contact with our experienced team today.

The post YouTube marketing tips for auto dealerships appeared first on Fetch Social Media.

In the ever-evolving digital landscape, the importance of a robust social media presence cannot be overstated. As a marketing professional or business owner, you likely understand the value of organic social media efforts. However, to truly harness the power of social media, integrating a paid media budget into your strategy is essential. This blog explores why paid media is crucial for complementing organic social media posting, and offers best practice tips for getting started and assessing performance.

The limitations of organic social media

Organic social media efforts involve creating and sharing content on social platforms without paid promotion. While this approach can build a loyal following and foster engagement, today it has several limitations:

Declining Organic Reach:

Social media platforms, particularly Facebook and Instagram, have seen a significant decline in organic reach over the years. Algorithms now prioritise content from personal connections over brand pages, making it harder for businesses to reach their audience without paid support.

Saturated Market:

With millions of businesses vying for attention on social media, standing out organically is increasingly challenging. Paid media helps cut through the noise and ensures your content can reach more of your target audience.

Limited Analytics:

While organic posts provide some insights, they often lack the depth of data and analytics available through paid campaigns. This data is crucial for optimising your strategy and analysing return on investment.

The benefits of paid media

Integrating paid media into your social strategy offers numerous advantages that will complement your organic efforts:

Increased Reach and Visibility:

Paid media allows you to reach a wider audience beyond your existing followers. With targeted advertising, you can ensure your content reaches people who are most likely to be interested in your products or services.

Targeted Advertising:

Platforms like Facebook, Instagram, and LinkedIn offer sophisticated targeting options, allowing you to reach specific demographics, interests, and behaviours. This precision ensures your content is seen by those who matter most to your business.

Enhanced Analytics and Insights:

Paid media campaigns come with comprehensive analytics tools, providing detailed insights into ad performance. This data helps you understand what works, refine your strategy, and optimise future campaigns for better results.

Cost-Effective:

Paid media can be more cost-effective than traditional advertising methods. With the ability to set budgets and bid strategies, you can control your spending and achieve a high return on investment.

Getting started with paid media

To maximise the benefits of paid media, it’s crucial to approach it strategically. Here are some of our top tips to help you get started:

Define Clear Objectives:

Before launching any paid campaign, define your objectives. Are you looking to increase brand awareness, drive website traffic, generate leads, or boost sales? Clear objectives will guide your campaign strategy and help measure success.

Know Your Audience:

Understanding your audience is key to effective targeting. Use insights from your organic efforts and market research to create detailed audience profiles. Leverage platform-specific targeting options to reach these segments precisely.

Choose the Right Platforms:

Not all social media platforms are created equal. Choose platforms that align with your business goals and where your target audience is most active. For instance, Instagram and Facebook are great for B2C brands, while LinkedIn is ideal for B2B marketing.

Create Compelling Content:

Your ads need to stand out and grab attention. Invest in high-quality visuals and compelling copy that resonate with your target audience. Test different ad formats, such as videos, carousel ads, and stories, to see what works best.

Set a Realistic Budget:

Start with a modest budget and gradually scale up as you gain insights and see results. Monitor your spending closely and adjust your budget based on performance. Remember, paid media is an investment that should yield measurable returns.

Utilise A/B Testing:

A/B testing, or split testing, involves running multiple versions of an ad to see which performs better. Test different headlines, images, calls-to-action, and targeting options to optimise your campaigns continuously.

Assessing performance and optimising campaigns

Effective paid media campaigns require ongoing monitoring and optimisation. Here’s how to assess performance and make data-driven decisions:

Track Key Metrics:

Monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, cost per click (CPC), and return on ad spend (ROAS). These metrics provide insights into how well your campaigns are performing and where improvements are needed.

Analyse Audience Behaviour:

Use analytics tools to understand how your audience is interacting with the content your paid media budget is supporting. Look for patterns in engagement, demographics, and behaviour to refine your targeting and content strategy.

Adjust Your Strategy:

Based on your analysis, make data-driven adjustments to your campaigns. This could involve changing creatives, modifying targeting options, or reallocating budget to better-performing content.

Use Retargeting:

Retargeting involves showing content to people who have previously interacted with your brand. This technique helps re-engage potential customers and increase conversion rates. Set up retargeting campaigns to reach users who visited your website, engaged with your content, or abandoned their shopping carts.

Leverage Lookalike Audiences:

Lookalike audiences are groups of people who share similar characteristics with your existing customers. Use this feature to expand your reach and find new potential customers who are likely to be interested in your products or services.

Regularly Review and Report:

Schedule regular reviews of your campaign performance. Create detailed reports that highlight successes, challenges, and opportunities for improvement. Share these insights with your team and stakeholders to keep everyone aligned and informed.

And finally…

While organic social media efforts are vital for building a strong brand presence and engaging with your audience, paid media is essential for amplifying your reach and achieving your marketing goals more quickly. By integrating a paid media budget into your social strategy, you can overcome the limitations of organic posting, leverage advanced targeting options, gain valuable insights into your audience’s behaviour, and drive significant results for your business.

Need help with your social media strategy, implementation and management, contact us today.

The post Why your organic social media efforts need paid media support appeared first on Fetch Social Media.

In the second blog post of our series – the very best ways to use Social Media Data to power growth – we explore the importance of ‘testing the waters’ and ‘collecting data as you connect to users’ – two crucial aspects in shaping social media marketing strategy and planning – and one that is based on facts and outcomes rather than just ‘gut’ feeling!

To recap on blog one of this series visit: Using Social Media data to power your brands growth

Testing the waters and data collection >> 9 practical steps you can start using today.

Test the waters

1. Set or adjust your publishing cadence

Wondering whether increasing your social media publishing cadence will increase traffic? Or, do you want to scale back on publishing, but are worried you’ll lose momentum? Test it. Try a new cadence for a week and then compare your results against a control week or your average weekly benchmarks.

2. Show people what they want to see
Don’t work off a hunch or make assumptions about the kind of creative content your social media audience likes. Social testing gives marketers powerful insights to support creative decisions.

Identify the variables you want to test, like still images vs. video. Then, as you create your content calendar, tag your posts with those variables. Once your test has run its course, analyse your results based on the metrics that best align to your goals. Areas to assess here are metrics such as volume, impressions, engagements and link clicks.

3. Fine-tune your voice, tone and copy choices

Every brand has an established identity marked by its tone and voice. Social data and testing can help you further refine that voice for social. Make decisions about long captions vs. short, emojis vs. plain text, questions vs. statements, formal tone vs. casual and more based on your results.

4. Know when to pull back

Social testing can validate certain assumptions, but it can also show where you’re wasting time and resources. Video content, for instance, can be great but it also takes quite a bit of time and resources. So if you’re doing it, you want to make sure you’re doing it right. Data can clue you into whether it’s time to discontinue a strategy and explore new options.

According to a recent survey*, 56% of marketers use social media data to understand their target audience, but additional uses dwindle from there. Only 23% of marketers use their social media data to measure ROI and only 16% use it for competitive insights.

Collect data as you connect with consumers

5. Get answers to your most burning questions directly from your audience

If you’re struggling to understand your audience, create new content, evaluate customer experiences or gauge sentiment around your brand, ask your community questions. When we think data, we often think of numbers, but the qualitative data and direction you can get from your audience just by posing a question can be incredibly valuable. It also can bring your audience directly into decision making for your brand and build loyalty.

6. Poll your audience

Leverage social media polls, a feature that’s on most social platforms today. These are a simple way to secure audience data without doing a ton of work. Polls generate intrigue, engage your audience and show them that their opinions are important, all while providing quick-turn data for marketers.

7. Let your followers crown the winner of a contest
Create a fan-driven contest and use a combination of social polls, hashtags and mentions data to track results and crown a winner.

8. Give your audience a pop quiz
Want to see how familiar audiences are with your industry, products, services or brand? Try quizzing them. This may reveal education gaps that you can fill with your content.

9. See who’s checking-in
Location check-ins on platforms like Facebook are like a personal referral that can increase your brand awareness and reach. Encouraging your customers to check-in at your locations will give you demographic data that can help you select more accurate ad targeting options.

Don’t forget to look out for our next instalment of – Using Social Media data to power your brands growth. Get this and more delivered to your inbox by subscribing to our email newsletter (scroll down to sign up). In the meantime If you need help with your social media strategy or management, contact us today.

The post Social media – the importance of collecting data appeared first on Fetch Social Media.

Negative keywords are used in advertising to improve targeting and ROI. They tell ad hosts not to show an ad based on the keywords entered. For instance, if you add ‘discounted,’ as a negative keyword, search engines won’t show your ad if ‘discounted’ is in someone’s search query.

Also known as a negative match, negative keywords make sure that certain words or phrases don’t trigger an ad being shown on a SERP or website.

This improves targeting: When you prevent keywords from being associated with an ad, you can be more certain that it will be shown to the right audiences.

For instance, let’s say you’re running an ad for a webinar series about becoming an entrepreneur. Your target audience is the working professional wanting to start his or her own company.

However, you find your webinar series, “How to Succeed in Business: A 6-Week Course,” is being viewed by prospective university students looking for preliminary courses before applying to become a business major.

To make sure your ad gets seen by the right people, you’ll want to add “university,” and “business class,” as negative keywords. That way, prospective students hoping to major in business are less likely to come across your ad, ensuring your ad spend is targeting the right persona: aspiring entrepreneurs.

The improved targeting of your ad keeps the focus on keywords that are the most important. For the business course, that’s most likely, “entrepreneur courses,” “business webinars,” and “how to open a business.”

Bottom-line? An ad with exceptional targeting, being seen by the right people, improves ROI.

How are Negative Keywords different from other Keywords?

Using negative keywords helps ensure you don’t waste ad spend. Enhancing the power of keywords by adding conflicting ones gives you more control over who will see your ads, and heightens the focus on the most valuable keywords.

Negative keywords make sure the unintended audience won’t see your ads. Both are an effort to increase the ROI (return-on-investment) and targeting of ads.

Let’s say you’re advertising social media analytics software for agencies. It’s a PPC ad, and you’re bidding on the phrases “social media analytics,” and “social media software,” without negative keywords.

However, as your campaign is running, people might search “social media software” in an attempt to find social media scheduling tools. They’ll see your ad, but they won’t engage with it, because they aren’t interested in social media analytics for agencies.

This results in a loss of ROI and CTR. If you add negative keywords, however, like “social media scheduler,” “beginner social media software,” and “social media software for influencers,” you can avoid those losses.

Essentially, negative keywords are different from other keywords because they allow for your ad to be more focused and helps control who interacts with each ad. Choosing the words you want to avoid heightens ROI.

How to find Negative Keywords

For starters, when you’re conducting keyword research for an upcoming campaign, make a negative keywords list at the same time. If you come across search queries that could possibly be in conflict with your persona’s intent, add them to your list.

Think about words that fit under the umbrella of keywords and fill in the gaps. Negative keywords can be specific if the keywords are broad.

For instance, let’s say you work for a cough syrup distributor and your keywords are “syrup brands.” That’s a pretty broad category when you take in to account cooking syrups, desserts syrups etc – so to fill in the gaps, your negative keywords should zero in on what isn’t relevant to your product, like, in this case, the many syrup variations.

If your target audience is large, you can still have amplified reach when you cut out the portion of an audience who won’t find value from your product or service. For example, if you’re promoting a launch of online products, you’ll want a negative keywords list to include things that suggest physical purchasing, like “in-person,” or “bricks and mortar.”

Identifying keywords sounds like a mind-reading process, but with keyword software, you can eliminate some of those stresses. Additionally, if you have a Google Ads account and are running ads, you can open the search term report to see which terms triggered your ad being shown.

If you come across a phrase that brought in a lot of impressions but limited conversions, consider eliminating the search term by adding the phrase as a negative keyword.

How to Use Negative Keywords

When you make a negative keyword list, don’t go overboard. You don’t want to drastically reduce the reach of your ads because of a huge list of restricted words. Search terms should be similar to your keywords, but make distinctions your keywords don’t.

For example, if you’re selling sunglasses and your keyword is “glasses,” think about the subcategories that are attached, like water glasses and eye glasses. Those are negative keywords to add to your list, but “bifocals” and “cute glasses” probably don’t need to be excluded — they can still fit under the “sunglasses” category.

There are three types of negative keywords: broad match, phrase match, and exact match.

When to use each

Negative broad match — Negative broad match keywords prevent your ad from being shown if the query contains all negative search words. However, if only a few of those words are in the query, your ad still may be shown. If your negative keywords fit in no other category, they’ll be considered negative broad match.

To add broad match keywords in Google Ads, enter keywords with no formatting, such as plus marks or quotations.

Negative phrase match — If you want the query to use your negative keywords in the order you listed them, you’d be using negative phrase match. While your ad won’t show if the terms are in the same order, the search doesn’t exclude extra words. Additionally, if the search adds characters, like an exclamation point or question mark, your ad won’t be excluded.

This is because the first search queries include the negative keywords in a different phrase, while the latter use the phrase in that order. Use negative phrase match if you want to appear to a large audience, but recognise tiny words that could change the meaning of a query.

To add negative phrase match keywords in Google Ads, enter keywords with a quotation around them, such as “surfboard wax.”

Negative exact match — Your ad won’t be shown for the queries that have the exact keyword(s) in the exact order if you categorise them as negative exact match. The only stipulation here is that your ad has a chance to be seen if the query adds additional words.

If your negative keyword phrase is very broad, and can be interpreted in multiple different ways, use negative exact match. This is also a good keyword category if you’re focusing on a very targeted, specific audience.

To add negative exact match keywords in Google Ads, put a bracket around your keywords, like so: [surfboard wax]

Remember, the idea of negative keywords is to eliminate wasted ad spend and maximise ROI with targeting. You’ll want to use them as an additional tool for making ads show up in the right places.

As consumers, we want to find valuable answers to search queries, and so does Google. Negative keywords only help that process, especially for advertisers who want to maximise reach, and ensure ads are seen by the right people.

Ultimately, using negative keywords is an additionally strategy that can drive a lot of positive return. At Advocate we can help with all your paid media development, management and ongoing optimisation needs. To find out more, contact the team today.

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