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Driving sales with Facebook

Jon Oxtoby

Alex Knight

08 Oct 2019

It's a better time than ever to use the social giant to boost engagement with your local community, drive more people to your website and ultimately increase enquiries and sales.

If you think social media is old hat, think again, it’s now way more sophisticated with some dealers even using it to track visitors to their websites showing them similar cars in stock to those that have already caught their eye.

Yes, you still have to be social and incorporate engaging content to drive people to your page, but they don’t have to like or even visit your Facebook page in order for you to reach them with the right message at the right time.

The great thing about Facebook in particular is that compared to other ways to get your business and your stock in front of the right people, the cost is hugely competitive.

The magic is contained in the Facebook Pixel, essentially a piece of code which turns your website traffic into a community on the social media site that you can reach with your ads.

So, how does it work?

The Facebook Pixel code is placed on your website and enables you to track conversions from Facebook ads, build your community or audience and retarget people who have visited your website via Facebook by collecting data. It does this by placing and triggering cookies tracking consumers as they interact with both the business’ website and its Facebook ads.

To put it simply, if John Smith looks clicks on a car on your website or sends you an enquiry, the Facebook pixel is triggered and follows him online. When he is using Facebook, your Facebook ad campaign that you have already set up kicks in and serves him your ads. You can show him the car he was looking at or similar cars in stock to encourage him to continue his used car journey. You won’t know whether it’s John Smith or the man on the moon looking at your ad, so you couldn’t message him directly, for example, but Facebook knows he was looking at this type of car so knows which ad to put in front of him when he is using the site.

The data is so sophisticated that you can also start to build ‘look-alike’ audiences so people similar in profile to our fictional John Smith. The logic being that people who share similar likes, dislikes and demographics as John Smith are more likely to be interested in the same sorts of cars as those which John Smith has looked at thereby helping you to build your potential customer base.

Sounds complicated, do I need a computer geek to install the Facebook pixel?

Your average 16-year-old will probably do but if you don’t have one of those to hand and you don’t want the expense of commissioning a digital marketing agency, Facebook has created a step-by-step guide. Plenty of other guides have been written, such as this one which for absolute beginners is quite easy to follow. If the thought of getting your head around the backend of your website and creating and managing your own Facebook campaign fills you with horror, there are plenty of agencies who can help and if you’re on a small budget, there are freelancers out there.

Once installed and working, Facebook gives you helpful hints on how to take your new marketing strategy to the next stage and understanding the data you are collecting. It provides a guide on what to do depending on how many pixel events occurred on your website, all information is found in the ‘Events Manager’ section of your Facebook business manager account.

What are you waiting for? Start experimenting and see what works for you. Good luck!

Topics: technology, dealerships, social media, automotive, consumers, dealer, car sales, retail, new car, Facebook, advertising

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