We found through extensive research and testing that optimized Google My Business listings have a better chance of assisting in conversions (whatever a conversion may be for your dealership) than ones that have not been optimized.
A proper listing creates a sort of “micro-site” using photos, reviews, product listings and Google posts. This allows searchers to quickly have all of the information they need to decide whether or not they want to shop with you.
As we have perfected this craft at the agency, our Social Media Team began to wonder (I feel like Carrie Bradshaw right now)…
In a similar tone to Google – Facebook Business Pages can be optimized by installing proper UTM tags, adding engaging and relevant content from the dealership, encouraging reviews, and crafting posts correctly.
“On-Facebook destination advertising” becoming a huge focus on the platform, it is ESSENTIAL that dealer’s Facebook pages are optimized correctly.
So, how do you begin optimizing your Facebook Business Page as an automotive dealer (this can apply to any business, but let’s use Automotive as the example here)?
>> If you need help finding optimizations, get a digital audit! <<
Create a Posting Strategy
Use the 80/20 Rule
We like to remind dealers to utilize the 80/20 rule when posting:
80% of your content should be fun and engaging (or as Denise always says, keeping the social in social media)
The remaining 20% should be sales and incentives focused.
Complete Your About Section
Completing the address, hours, directions, categories, business details, and additional contact information is important!
Remember, like an optimized Google My Business listing, you want to make sure you are providing potentially qualified shoppers with all of the information they need to make an informed decision to shop with you.
Your dealership should have a strategy in place to encourage shoppers to leave you a review on Facebook.
Reviews from real people are a great word-of-mouth marketing tactic that can be incorporated directly into your Facebook Business Page.
UTM Tag Organic Traffic
It’s important that you are able to track your organic Facebook traffic in Google Analytics.
UTM tagging your About Section URL and your FB Button URL (Learn More, Contact Us) will attribute your organic traffic to the platform. When you don’t have these UTM tags installed properly, all of this organic traffic cannot be attributed to Facebook.
For the FB Button, your UTM Tag should look like this:
- source – facebook
- medium social
- campaign name – fbmainpagebutton
For the About Section URL, your UTM Tag should look like this:
- source – facebook
- medium – social
- campaign name- fbaboutsection
Follow Matching Style Guides
When our Social Media Team at PCG conducts Digital Audits for dealers, the first thing we often
see is a lack of matching style guidelines across their organic social media channels. When I say matching style guidelines, I mean that their profile photo/profile banner do not match on each social channel and aren’t compliant.
Oftentimes, paid Facebook ads will be rejected from
compliance because the proper, compliant logo is not featured on the Facebook page.
Making sure your dealership is following matching style guidelines not just on Facebook, but across all of your social channels is crucial for branding your business.
As we prepare our social media strategies for a privacy-first future, much of our paid social media advertising will include On-Facebook Destination campaigns.
This means the entire consumer experience will STAY on Facebook.
That’s why ensuring your Facebook Business Page has the essential information buyers need to shop with you should be a top priority heading into 2021.
Unsure of WHAT AND HOW to optimize?
If you aren’t sure of how implement and find all of these optimizations, our team of experts will gladly perform a social media audit as part of a full digital deep dive.
We will clearly identify what needs to be optimized and help you plan ahead with clarity.