Social Media Marketing

In This Session

Social Media Marketing

When we started talking about social media marketing to women back in 2007 and 2008, most of our customers didn’t even know what Facebook was. Today, social media remains one of the best marketing tools that any business can have, but you need to know how to use it properly.

Table of Contents

  • Visual Content
  • Making and Managing a Schedule
  • Social Media Advertising
  • Non-Automotive Content

Visual content is king (and queen)

It appears now, the company Meta, owns most of the social media platforms these days including Facebook, Instagram, and WhatsApp, and if you have a social media presence, it’s recommended to have both a Facebook and an Instagram page. On both Facebook and Instagram, visual content is king.

Visual Content is King

Use Video – but Don’t Link!

Using Video

In addition to images, you should also consider using video on your social presence. Both Facebook and Instagram offer the ability to upload video content, or to record live. In the past, it’s been good to upload videos to a site like YouTube, and then share that on your feed – but that’s not the case anymore. These sites prefer native content, so outside like YouTube will not be seen by most people.

As of June, this year, 2022, the optimal size for an image in a Facebook link, post, or ad is 1200×628 pixels – but again, this is subject to change, so check first.

Why does this matter? Facebook compresses every image that is uploaded, and the recommended sizing will look best after the compression is done.

Optimal Sizes

Any post to your Facebook page should include a unique image. Facebook is constantly making changes to their layout and user interface to find the most appropriate image size to use, we recommend a Google search for the phrase “current Facebook image post size.”

Include Images

Social Media Scheduling

Making a Schedule

One of the most common questions we are asked is “How often should I be posting?” While it is good to post every day, we know that is not always feasible. So, our advice is to plan to post 1-3 times per week, make a schedule, and stick to it.

Social Media Dashboards

Use a Dashboard

You can use social media dashboards to help with this. Tools like Hootsuite and Sprout Social are very robust and will help you to create and retain a schedule, these are paid platforms. There are other options, such as Buffer, which offer a free plan that’s great for maintaining a single page.

If you have a dedicated social media or marketing employee, the paid tools can be worth the cost – but if you’re just scheduling a few posts at a time to one or two accounts, a free option like Buffer will be just as effective for you. Ask Patty can help you to set these tools up – just ask!

What About Ads?

Facebook ads are some of the most cost-effective advertising channels. With Facebook advertising, you have the ability to set your own budget and determine your audience, ensuring that you don’t waste valuable advertising budget displaying ads to people who are not interested? To learn more and get started with Facebook ads, visit Facebook.com/ads.

How it Works

All About Ads

A Facebook ad looks a lot like a Facebook post – it appears in a user’s News Feed along with all their other friends’ posts. You may already have a few on your own News Feed – take a look. Facebook ads are most effective when whey have a compelling image or video content, and a strong call to action.

Ad Content Example

Simply state on a Facebook ad what makes you unique. Remember, this looks like a Facebook post, so it should sound like a Facebook post, too. One example might be: “We’re working hard to “clean up” the auto industry. Check out some of our green and environmentally friendly upgrades!” Accompany this with a photo series on your green efforts, or a video showcase.

Don’t Be Too Wordy

Avoid the use of too many words when creating images for Facebook ads. Facebook does not like images that contain a lot of text in ads. Focus on the visual, perhaps by adding your logo, and let the text be in the post itself.

Always be Real

Women prefer “real.” When creating your video content, always be personable, and casual! Again, this looks like a Facebook post, so don’t make a video in a suit and tie against a professional background. Make your videos just as you are, smile, be silly, and be friendly.

A quick chat

Treat a Facebook video ad like a quick video chat with a friend. For examples of how to make a compelling and engaging quick video, scroll through Tik Tok and see how their top creators make videos that have proven effective.

When you do your social schedule, you should of course spend a good amount of time talking about cars. This is your business, and you want to position yourself as an expert in that area. However, all cars all the time isn’t going to hold an audience for very long. It’s good to break this up with content on other topics.

Non-Automotive Content

Topic Ideas

These topics can be adjacent to cars – talk about summer vacation plans, road trips, or other seasonal travel related topics. You can also focus some time on education, such as “How to recognize various engine fluids on the ground.” You can find great social media materials on these and other topics on the Ask Patty Marketing Portal.

Also, don’t shy away from humor. Actor George Takei grew his own Facebook audience to amazing proportions by sharing humor content, and his Facebook page is now legendary for its posts.

Humor

Social Media: The Final Frontier?

Memes Are For Everyone

While we aren’t encouraging you to be the next George Takei, we do encourage you to find some humor-related groups or pages and follow them. When they post something funny, you can repurpose that content, and share it on your own page. When you share a funny meme or graphic, actually save that image to your local computer and post it yourself, don’t just share it from another page. Making people laugh on social media will get you plenty of likes and laugh reactions, not to mention some comments with which you can interact. And this, while it isn’t really directly related to your business, will help you stay visible in your followers’ feeds.

We’re Here for You

Finally, if you need any help with your social media marketing efforts, your first stop should be the Ask Patty marketing portal – we have a wealth of social media marketing materials here for you to use on your own feeds, on a variety of topics. And if you need additional help, you can always reach out to us via email, or book a marketing meeting right there on the marketing portal.

Where do the vehicle brands you offer rank in terms of safety and reliability? How great is the warranty, and how much will you add to that warranty? If you can communicate to a woman that she will have a worry-free car for the next 5-10 years, that is a powerful value statement.

Warranty?

What’s Next?

Up Next:

Marketing to Women Chapter Three:

Green marketing to women