Automotive Marketing Using TikTok:
16 Ways I Outsmarted My Rivals and Ruled Local Search
Updated November 15, 2023: Use TikTok strategies to take over dealership marketing. Learn useful tips and tricks that will help you beat your competitors and change the way dealerships are run forever. Here are 16 expert thoughts and tips.
1. Finding Novel Ways to Outsmart Rivals
There is a lot of competition in the world of dealership marketing management, so you need to know how to rule the market. I decided to try the popular video app TikTok when I saw that the cost of advertising through normal channels was going up. I was not sure at first, but then I saw how TikTok's untapped potential could completely change how I manage marketing for a dealership.
2. Trying Uncharted Roads
It was not until 2017 that I realized I needed to look into other marketing strategies since I work in the dealership business. I had been marketing professionally since 2014. Because Facebook ads were getting more expensive, I had to look for other ways to get my content seen and acted upon. There were things about targeting that were available back then that would be seen as unfair today. It was clear that it would not last beyond the horizon.
3. The Dealership SEO Potential of TikTok
I found out about a game-changing TikTok feature in the news in 2021: Google and TikTok had joined forces to make TikTok content SEO-friendly. This new information interested me and made me want to find out more.
4. Overcoming Early Doubts
Most social media platforms cater to the top of the marketing funnel, and I was curious how posting inventory catalogs would produce fruitful results. It seems many thought of this right away.
5. Changes in Content Strategy
To overcome this skepticism, I rethought my approach. Rather than concentrating solely on catalogs, I began with simple but visually appealing front, back, side, and interior shots. These videos were intentionally light on sales messaging in order to engage viewers organically.
6. Taking Advantage of Demographic Changes
Based on my previous experience with platforms such as Facebook, I recognized that, while TikTok primarily attracts a younger demographic, older demographics with higher disposable incomes eventually gravitate towards these platforms. This realization fueled my desire to explore TikTok's potential for dealership marketing management.
7. Creating Multiple Niche Accounts
I made several accounts in different categories to get the most out of TikTok. This let me customize content for different groups, which increased the chances of reaching potential customers. You could also do this! If your store has a "truck guy" or "girl," have them do ALL trucks on TikTok. You can also benefit from specialization here.
8. Creating Captivating Content
In my walkaround videos, I focused on using animated salespeople who are comfortable in front of the camera. The goal of these videos was to give people relevant and localized information by using hashtags like state, area code, make, and model. There is content out there that makes fun of people who have bad credit. People are interested in this content, but it is not useful and does not look good. You would rather have 800 local people learn about the features of your electric vehicle (those cars need a little more time to learn).
9. Campaigns That Worked
One strategy that worked well was matching TikTok videos with popular Google searches about certain makes and models. Answering relevant questions in an interesting way caught the attention of potential customers who were looking for information.
10. Pacing and Visual Appeal
Like on a TV show, I used short clips that were 4 to 10 seconds long to keep people's attention. This pace made the information easier to understand and more interesting, which improved the whole TikTok experience.
11. Gaining Advantage Over Competitors
Many dealerships still had not started using TikTok, and the ones that did were often making fun of customers. By taking a different approach and giving useful information, I set the dealership apart from the others, making it known as a reliable and customer-focused choice.
12. Success Monitoring and Analytics
Use different analytics tools, like Microsoft Clarity, Google Analytics, and Bit.ly, to check how well your TikTok strategies are working. You will also get centralized actionable data in your Real-Time Auto Leads account that would be hard to get and use otherwise. With these tools, I could keep track of clicks, engagement, and how well my TikTok campaigns were doing. Because it has heat maps and real journey recordings, Microsoft Clarity is my second favorite tool. Real-Time Auto Leads is my first choice.
13. Keeping Market Dominance
By being present in local hashtags, TikTok was like a billboard for the dealership. Bidding for "dealer near me" search results on Google becomes less important as people become more familiar with my dealership's brand. This makes my dealership's market dominance even stronger.
14. Extending Your Reach Past TikTok
Realizing how useful it is to reuse content, I made my TikTok videos more popular by using other methods, like email marketing and adding them to my website. This multi-channel strategy helps TikTok strategies have a bigger effect and last longer. As a quick tip, you can get the link from the TikTok video. Go to Google and type in "TikMate." I know the site looks crazy, but it does work. Simply paste the link into TikMate to start the download. Tap to open the file in the browser after it is been downloaded. That way, the TikTok logo and other noise can be taken off the screen, and it is ready for another channel!
15. Optimization and Consistency
Consistency is crucial in the TikTok journey, as in any journey. I established a recognizable and consistent brand presence by developing a template for my videos that included front, side, back, and interior shots, for example. I refined my content strategy based on customer preferences and behaviors by continuously analyzing data from VDP (Vehicle Detail Page) interactions.
16. TikTok's Automotive Marketing Future
Looking ahead, I believe TikTok will gain traction as a powerful content marketing tool. The younger generations use it as a primary search engine—yes, even over Google. Its ability to engage and captivate audiences opens up a plethora of opportunities for dealership managers to differentiate themselves in an increasingly competitive market.
Achieve remarkable results by embracing TikTok's potential, creating captivating content, and staying tuned in to customer needs. TikTok remains an invaluable asset for dealership managers looking for a competitive edge as the digital landscape evolves. Accept TikTok's power and open up new avenues of success in the dealership market. Harness it and other great tools and support with your Real-Time Auto Leads account TODAY! Click the button below to start.
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