Digital Air Strike, which implemented social media marketing and advertising technology on Facebook during the COVID-19 crisis, has been selected by the social media company for a limited beta test that has the potential to help dealers.
Specifically, the test aims to identify whether dynamic ad clicks to Facebook Marketplace, instead of to a dealer’s website, increased leads. The pilot business is Brown’s Toyota of Glen Burnie in Maryland, U.S., which has seen four times more impressions, 1.5 times more views and a 33 per cent reduction in cost per view, according to Digital Air Strike.
“We’ve found that businesses that understand and leverage the power of social media are better able to reach their consumers during the pandemic,” said Alexi Venneri, Co-founder and CEO of Digital Air Strike. “Even in (U.S.) states with the strictest pandemic-related restrictions, people are still shopping and buying online.”
Venneri said businesses that target consumers on Facebook to build their pipeline, explain their new COVID-19 protocols, and advertise their adjusted hours of operations, safety measures and delivery options, are the ones seeing “excellent” results.
The company has been keeping a close eye on the data and said its team is seeing “great results” across the U.S. as well.
One example of this comes from DeLillo Chevrolet in Huntington Beach, California. Their program included posting COVID-19 announcements on the dealership’s Facebook page, responding and engaging with comments on the posts, and alerting the dealership to new comments and questions from consumers so they could quickly follow-up.
“In Google Analytics, we have noticed a surge in Facebook visits to our website,” said Bill Demarest, Marketing Manager/ Customer Relations, DeLillo Chevrolet, in a news release.
The effort resulted in a more than 100 per cent increase in website traffic and it more than doubled the number of new users who visited the dealership’s Facebook page and website. Furthermore, the dealership sold several vehicles as a result of its new Facebook traffic, according to Digital Air Strike.
Social media marketing is part of the company’s Virtual Retailing Program.