Are you creating authentic car dealership content to boost engagement and give your customers a look behind the scenes of your dealership?
Description: Skip the generic showroom shots and polished commercials. Today’s car buyers want to see the real people and processes behind their potential purchase. From introducing your service team to giving honest tech walkthroughs, authentic behind-the-scenes content builds the trust that actually moves inventory. Learn which types of everyday dealership moments resonate with customers and how to capture them without looking like you’re trying too hard.
What should you prioritize?
When you want to create behind-the-scenes automotive marketing content, you need to aim at increasing audience engagement by highlighting several strategies, including:
- Showcasing employee stories
- Utilizing interactive content
- Leveraging user-generated content
This is a great way to bring authenticity to your content and connect with your community and customers. Here are several ideas to get you started.
Change the way you present vehicles
Authenticity can start with uncut and unfiltered videos that show genuine automotive content to give your potential customers the behind-the-scenes look they want. You can create high-quality, professional videos later, but when you take a test drive, show how features work, and present a car personally, your customers get to see your real personality and enjoy how a vehicle actually works. It can be good to include when things don’t work properly, but also show how they are supposed to work and what caused that issue in your video. There are many ways to go with this, but a real, creative, and unfiltered presentation of your vehicles can keep your audience tuned in.
Present your dealership staff in your social media posts
Your staff is the heartbeat of your operation, and each one of them has a personality that can come through in your social media posts. Dealership staff social media content is big and part of what many users want to see when they search for your dealership on various platforms. Presenting your staff allows customers to enjoy authentic car dealership content and see your team, which puts faces with names to give your customers a level of familiarity with your team before they ever step foot in your dealership.
Don’t forget the service department
How-to videos are great, and many shoppers will be glad to use them and save a little money on the services required to keep a vehicle on the road, but better than that are videos that highlight your service department team. These videos can be put into fast motion, presented with background music, and offer professional opinions regarding the vehicles that are sold and serviced at your dealership. This is a big part of dealership transparency marketing, which has become much more important to younger buyers than any other type of marketing.
Are you a trusted source of information
You can present your team as a trusted source of information while still creating authentic car dealership content to promote your brand and engage with your customers. This helps when the goal is building trust with each car buyer who might appear at your dealership and work with your team. You could host live-stream question and answer sessions, share informative blog posts that can be included in social media feeds, and offer posts about some of the most common problems other shoppers have faced and how to avoid them.
Let customers tell their stories
Another great way to reach new customers, build engagement, and show authenticity to your audience is to allow customers to tell their stories. Whether you read reviews and create a video out of it, or actually take photos and videos of customers telling their stories, your posts will be much more impactful and engaging when your next round of shoppers can see their friends and neighbors posting about their dealership experiences.
Don’t forget the finance department
Your sales and service teams are important, but when customers are ready to buy a vehicle, they will work with your finance department. In addition to presenting this team with behind-the-scenes videos, you can create authentic car dealership content by offering buying advice and setting expectations. Allow your finance team to talk about what customers should do and how they can prepare themselves before visiting your dealership to purchase their next ride. This can help make the dealership experience much better for your customers.
Create authentic car dealership content and share more behind-the-scenes videos and experiences to present your dealership to your audience with transparency and information that shows your team’s authority regarding the cars you sell. How will you begin creating more authentic content for your online audience?
