Digital marketing is perpetually evolving and dealerships are playing a continuous game of keep-up with the ever-emerging trends.
With shrinking consumer attention spans and a growing hunger for video content, many new ways of connecting with potential customers involve video.
Just like any consumer, car shoppers want to experience multi-sensory moments with brands and businesses, even when they’re not physically there. Is your dealership taking advantage of this shift toward real-time connectivity through video? Try going live. Facebook Live.
Live streaming video on Facebook is nothing new. The Facebook Live feature launched in 2016 but has increased in popularity exponentially since its inception.
According to Search Engine Journal, live videos receive 600% more interactions on Facebook than regular, pre-recorded videos. Facebook Live is also one of the most-watched live-streaming platforms—even outperforming YouTube.
Facebook Business recently shared that, “One in every five videos is now a live broadcast.” Maybe it’s time for your dealership to get on board!
The highly-engaging, interactive format of live streaming on Facebook is a surefire way to gain audience attention and make an impactful impression on potential car buyers.
How will live video benefit your dealership?
Taking advantage of Facebook’s live streaming will benefit your dealership in more ways than just offering entertainment to your team. Here are just of few of the benefits Facebook Live may bring:
Live video is simple to do — and it’s cost-effective, too. Easily film and stream live videos around the dealership, such as staff intros, new model unveilings, or walk-arounds, using your mobile phone or connect with your audience in real-time through a desktop webcam.
Interact with car shoppers in real-time — We already know that Facebook is where car shoppers spend the majority of their time online. Why not engage them in real time with the most captivating form of video content? Show potential customers the behind-the-scenes at your dealership, answer live questions and seamlessly interact with them on the spot.
Create a sense of urgency — Live video captures attention and creates a sense of immediacy. Car shoppers may feel compelled to tune in to avoid missing out on the content your dealership is sharing. Be sure to advertise your plans to live stream in advance across your social media channels so car shoppers know when to tune in!
Increase customer loyalty — Live streaming video and showcasing the personalities and quirks of your dealership may help to humanize the business. Most car shoppers spend the majority of their buying journey researching online where it’s far more difficult to build personal connections than in the dealership. Harness live streaming to build trust, offer opportunities for face to face communication and create a personal connection that will help keep your dealership top-of-mind when car shoppers are ready for a test drive.
Five Facebook Live Ideas to Get You Started
Live Stream a Test Drive — Do you have a new vehicle in-store that you’re excited to share? Put someone charismatic in the driver’s seat to take it for a spin. Showcase the vehicle’s features and do your best to incorporate humor and entertainment while streaming the drive.
Announce Upcoming Promotions in Real Time— Use Facebook Live to let your dealership’s audience know about an upcoming promotion, in-store event or any other newsworthy information your customers may find value in.
Offer Live Tutorials— Use live stream to show existing and potential customers how to do essential things pertaining to vehicle maintenance. Try live-streaming a “How-To Tutorial” on checking tires for wear or properly preparing a vehicle for winter (you just may generate some fixed ops business!). Beyond providing valuable skills and tools for your customers, tutorials will help to build customer trust and loyalty.
We repeat: don’t forget to advertise the live stream in advance so your customers know to tune in.
Live Stream an In-Store Event— Take your dealership’s in-store event online and share the excitement with other potential customers. Show them what they’re missing out on so they’ll be compelled to partake in the next one.
Show Your Dealership’s “Behind-The-Scenes”— Take viewers on a virtual tour of the dealership or a tour of a specific vehicle in real time. Showcase the various personalities at your dealership, too. Don’t be afraid to be a little goofy and highlight the characteristics that make your team awesome.
Pro Tip: According to DigiDay, “85% of Facebook video is watched without sound.” So consider including closed captioning in your Facebook Live streaming.
Capitalize on the immediacy and excitement of live streaming to build connections with car shoppers. Let them get to know your dealership on a personal level so when they’re ready to choose where to purchase their new vehicle, they’ll think of you.
Curious about other ways to maximize your dealership’s digital presence on Facebook? We’ve got you covered. Reach out to our Customer Success team to get the conversation started.