The Ultimate Guide To Social Advertising For Aftermarket Shops
Are you wondering where to begin advertising on Social Media platforms for your aftermarket shop?
We know it can be overwhelming, but it’s critical to understand that using all social media platforms is not as effective as focusing on just a few.
Before choosing which platforms to use, make sure to ask your current customers which platforms they spend most of their time, and where they go to learn about a new product or service.
You don’t want to waste your time or money on advertising that isn’t going to reach your current and prospective customers… and we don’t want that for you either!
This is why we wrote this blog article, to provide your aftermarket shop some key information about Organic and Paid advertising on social media.
Maximizing Organic Reach and Content For Aftermarket Shops
Google My Business:
Google My Business is so powerful, it’s free and underutilized.
You’ll want to have a Google My Business account to increase exposure and encourage local customer engagement.
Now that you can be found effortlessly, you must stay relevant.
Establish a presence on social media! Once you’ve identified who your customers are, choose which social media platform to use based on where your customers and prospects are.
Over 80% of people in the US are on a Facebook property including Facebook, Instagram, Messenger, Marketplace, Whats App, and Audience Network. Instagram Stories are on 🔥, so make sure to shoot vertical videos and images.
Facebook has created a solution that reaches the young, old and everyone in between.
Take this opportunity to bring customers inside of your business’s experience and offerings, keeping them up to date with your projects. This simple action will build a more powerful relationship with your customers.
The best way to provide educational content about your products and services for your current and future customers consumption is through YouTube.
YouTube is not only a social media platform with a ton of viewers, but it’s the second largest search engine and utilized by 73% of adults in the U.S.
Keep in mind that staying relevant in today’s day and age involves many working streams, but they don’t all have to be so serious…
Snapchat & TikTok:
Entertain your audience! These social media platforms hit a younger demographic but shouldn’t be overlooked if you’re trying to reach these new customizers.
Depending on who your audience is, you can use these two platforms to show off a different side of your company (company culture, customers, community, and more).
PRO TIP: Make sure all of your social media sites are linked in your footer or bio. Put together a webpage like shop.com/connect that you link to in your shop so people can follow you across all of your platforms. When prospects seek you out you’ll want to have posts that are relevant, so be sure to post at least once per week.
Generate More Aftermarket Opportunities With Paid Ads
For low funnel opportunities, you can advertise with Google Search. Going to google and searching for an item seems to be the move for people who are ready to buy. Although, these ads will cost you more and are weak in opportunities.
Right now, Facebook Ads are generating a lot of value for businesses of all sizes. You don’t have to have a huge budget, especially if you are a local business.
Facebook Ads allow you to target your ideal prospects and customers. Social posting (aka Organic Posting) is great but it only reaches a small number of your followers and you are unable to control the outcome.
With Facebook Ads, you can target people based on things like:
- Who owns a current make/model of vehicle
- Who own a current body style like Trucks
- Your current customers and prospects
- People who look like your current customers (one of the best and least expensive ways to get started)
- People who have been on your site that have not purchased (another very inexpensive way to stay in front of a hot audience)
But, don’t fall victim of hitting the Boost button… you need to use Facebook Ads Manager to be successful.
Getting started with Facebook Ads in the right way:
- Visit business.facebook.com to get started.
- Create or connect a Facebook Page.
- Connect or create an ad account.
- Connect or create a Facebook Pixel. Install this on your website (every page).
- Connect or create a Facebook Offline Event. This allows you to track offline data like leads and sales from your offline systems back to Facebook Ads for measurement.
- Create the following Custom Audiences.
- All website visitors (up to 180 days)
- All Facebook Engaged (up to 365 days)
- All Instagram Engaged (up to 365 days)
- All Shopping Engaged (up to 365 days)
- All Marketplace Engaged (up to 180 days)
Facebooks Ads allow you to reach people just on Instagram as well, you can reach people both on the Instagram Feed and Instagram Stories.
There’s a lot that goes into creating Facebook ad campaigns effective enough to produce positive results… Let us do it for you!
Click here to see how we create Custom Dealership Facebook Ads that maximize your ad spend.