Have your social media posts stopped driving traffic to your showroom? It might be time to review your digital strategy to ensure your inventory is getting seen by the right car buyers.

Don’t Sell Cars, Solve Problems

Car shoppers are a more diverse group than ever, with drivers spanning several generations looking for their next vehicle. Your classes of buyers today may look something like this:

• Parents who need a large back seat and easy LATCH access for car seats and all of the safety features
• Workers heading back to the office who are looking for a:
  • fuel-efficient commuter and are curious about EVs
  • fun and/or luxurious vehicle that will help them feel better about going back to the office
• Families who prefer campers to hotels and need a truck to tow their trailer
• Grandparents who need a vehicle for outings with their grandkids

Remember, the number one rule in creating effective sales content is to solve a problem for a person. When car shoppers see that you understand their pain, they’re more likely to stop scrolling and reach out to your dealership.

Educate About EVs

It’s not just climate change that’s making car buyers take a second look at hybrid and electric vehicles. We’re seeing once again the effects of geopolitical instability on gasoline prices. With more families having their budget squeezed by higher fuel costs, they’re looking for ways to save.

With every major automobile manufacturer pledging to have a full lineup of electric vehicles within the next decade, there’s no better time to educate drivers about EVs.

Alleviate “range anxiety”.

• Do the math for them. If drivers in your area typically commute is “x” miles round trip, how many days can they commute on a full charge?
• Point out existing and planned EV infrastructure in your area

Compare the real cost of owning an EV compared to a gas-powered car, SUV, or truck.

• Many EVs are eligible for federal tax credits of up to $7,500
• Gas prices rise quickly but rarely fall to pre-spike levels. The money a driver saves on fuel can quickly offset the price difference between a gasoline-powered vehicle and an EV.

The Power of a Diverse Model Lineup

Many of the top automakers have scaled back their lineups and have discontinued making cars altogether. Other manufacturers, such as Chevrolet and Nissan, continue to offer a diverse lineup that ranges from hatchbacks to sport sedans, SUVs, vans, and trucks.

As you know, there is no one-size-fits-all when it comes to automobiles. If you’ve got a diverse lineup of vehicles in your inventory, you’ve got an advantage to attract buyers to your dealership.

How?

Know Your Demographics

Do you typically bring in more Boomers or Gen X buyers with Facebook posts? There’s a market of late-career professionals and retirees ready to trade in their commuter for something more luxurious.

Pinterest and Instagram are all about lifestyle. Aim for shoppers who have a Chevy Corvette or a Silverado pickup on their vision boards. Posts that appeal to senses and status are ideal for generating traffic to your showroom.

Create complimentary posts, Pay-Per-Click ads and landing pages for drivers who are downsizing for economy or upsizing to accommodate work and hobbies.

There’s a Buyer for Every Car in Your Inventory

Organic and paid social media and PPC ads are cost-efficient ways to target car shoppers. And with such a wide range of drivers, there’s a class of buyers for every type of automobile in your inventory.

Make your marketing aim true by creating content that relates to your neighbors, whether they’re actively shopping for a car or not. You may end up with customers who weren’t even considering a vehicle purchase until they saw themselves in your post and realized it was time for a new car.