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Top 7 reasons why Facebook Marketplace shoppers are NOT responding to sellers!

Top 7 reasons why Facebook Marketplace shoppers are NOT responding to sellers!

Binge on Facebook Marketplace
David Mortaz
CEO, Binge.Ai Corp

Top 7 reasons why Facebook Marketplace shoppers are NOT responding to sellers!

Facebook Marketplace for Automotive category has already made significant inroads among US based Franchise dealers.  More and more dealers are relying on Facebook Marketplace which provide much richer content and engagement options for Car Shoppers. With that in mind, I wanted to share Top 5 mistakes to avoid with Facebook Marketplace Shoppers:
“Not every hello, leads to a date”
CAROL ROSSI
2.  Engagement Imagine walking into Macy’s and asking to try on a suite you saw at the window, only to be told that you should leave your Full Name, Email, Cell Phone and someone will get back to you tomorrow!  That’s absurd if that’s your engagement model with Facebook Marketplace Shoppers. But ironically, that’s how majority of the dealerships are engaging with inquires from Facebook Marketplace!    The Live Agents constantly pepper the Car Shoppers for Email, Cell phone. 61% of shoppers prefer to do business with brands they can message!  Insisting on terms of engagment that fit your plans vs your Marketplace Shoppers is not a wise move
1.  Speed If you are not able to respond to Shopper’s inquiries from Facebook Marketplace within few seconds, the shopper would be long gone. These shopper are searching for a specific Model and have probably messaged a few other Sellers as well.    The sooner you engage these Shopper with relevant content, the better your opportunity to engage them.
3.  Pricing Cars that are overpriced will not attract shoppers.  So if your dealership is focused on Gross Margins, then you might want to consider a different strategy for Facebook Marketplace listings. VIN decoding is an integral part of Facebook Marketplace which results in displaying the Car’s Features along with Kelly Blue Book Value.  If majority of your inventory is shown over-priced, it would not appeal to In-Market Shoppers despite the fact that you might be willing to negotiate aggressively.
5.  Outsourced BDC vs Internal Staff One of the pre-defined questions from Facebook Marketplace shoppers is about the car’s availability.   95% of our shoppers choose that option to Message Sellers. However, despite the question being simple, most outsourced BDC teams are chartered to generate leads and do not respond to such a simple question. Also, Sales and Management Titles are far too intimidating at these early stages of engagement. Car shoppers are seeking basic information about availability and the condition of the car.
4.  Live Chat Live Chat option is on the most critical offerings to help car shoppers engage with the dealerships.   The option should connect the shopper with a Sales or Finance staff who know something about the car that was subject of that inquiry. Confusing  LIVE Chat with a pure lead gen is a critical mistake. member of the Sales Team at the dealership who can provide reliable information to the Car Shopper. Also, keep track of how quickly your team responds to Live Chat requests and develop an escalation protocol to route these request if the designated Reps are not responding within 3-5 minutes.
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Ai Assistants for Automotive
Digital Marketing
Top 5 mistakes to avoid with Facebook Marketplace

Top 5 mistakes to avoid with Facebook Marketplace

Binge on Facebook Marketplace
David Mortaz
CEO, Binge.Ai Corp

Top 5 mistakes to avoid with Facebook Marketplace

Facebook Marketplace for Automotive category has already made significant inroads among US based Franchise dealers.  More and more dealers are relying on Facebook Marketplace which provide much richer content and engagement options for Car Shoppers.

With that in mind, I wanted to share Top 5 mistakes to avoid with Facebook Marketplace Shoppers:

“Not every hello, leads to a date”
CAROL ROSSI
2.  Engagement

Imagine walking into Macy’s and asking to try on a suite you saw at the window, only to be told that you should leave your Full Name, Email, Cell Phone and someone will get back to you tomorrow!  That’s absurd if that’s your engagement model with Facebook Marketplace Shoppers.

But ironically, that’s how majority of the dealerships are engaging with inquires from Facebook Marketplace!    The Live Agents constantly pepper the Car Shoppers for Email, Cell phone.

61% of shoppers prefer to do business with brands they can message!  Insisting on terms of engagment that fit your plans vs your Marketplace Shoppers is not a wise move

1.  Speed

If you are not able to respond to Shopper’s inquiries from Facebook Marketplace within few seconds, the shopper would be long gone.

These shopper are searching for a specific Model and have probably messaged a few other Sellers as well.    The sooner you engage these Shopper with relevant content, the better your opportunity to engage them.

3.  Pricing

Cars that are overpriced will not attract shoppers.  So if your dealership is focused on Gross Margins, then you might want to consider a different strategy for Facebook Marketplace listings.

VIN decoding is an integral part of Facebook Marketplace which results in displaying the Car’s Features along with Kelly Blue Book Value.  If majority of your inventory is shown over-priced, it would not appeal to In-Market Shoppers despite the fact that you might be willing to negotiate aggressively.

5.  Outsourced BDC vs Internal Staff

One of the pre-defined questions from Facebook Marketplace shoppers is about the car’s availability.   95% of our shoppers choose that option to Message Sellers.

However, despite the question being simple, most outsourced BDC teams are chartered to generate leads and do not respond to such a simple question.

Also, Sales and Management Titles are far too intimidating at these early stages of engagement. Car shoppers are seeking basic information about availability and the condition of the car.

4.  Live Chat

Live Chat option is on the most critical offerings to help car shoppers engage with the dealerships.   The option should connect the shopper with a Sales or Finance staff who know something about the car that was subject of that inquiry.

Confusing  LIVE Chat with a pure lead gen is a critical mistake. member of the Sales Team at the dealership who can provide reliable information to the Car Shopper.

Also, keep track of how quickly your team responds to Live Chat requests and develop an escalation protocol to route these request if the designated Reps are not responding within 3-5 minutes.

Want new articles before they get published?
Subscribe to our Awesome Newsletter.

Ai Assistants for Automotive
Digital Marketing

Facebook can take you to heaven, but there is work invovled

Facebook can take you to heaven, but there is work invovled

Binge on Facebook Marketplace
David Mortaz
CEO, Binge.Ai Corp

Facebook can take you to heaven, but there is work invovled

Facebook Marketplace for Automotive category has already made significant inroads among US based Franchise dealers.  More and more dealers are relying on Facebook Marketplace which provide much richer content and engagement options for Car Shoppers.

With that in mind, I wanted to share Top 5 mistakes to avoid with Facebook Marketplace Shoppers:

“Not every hello, leads to a date”
CAROL ROSSI
2.  Engagement

Imagine walking into Macy’s and asking to try on a suite you saw at the window, only to be told that you should leave your Full Name, Email, Cell Phone and someone will get back to you tomorrow!  That’s absurd if that’s your engagement model with Facebook Marketplace Shoppers.

But ironically, that’s how majority of the dealerships are engaging with inquires from Facebook Marketplace!    The Live Agents constantly pepper the Car Shoppers for Email, Cell phone.

61% of shoppers prefer to do business with brands they can message!  Insisting on terms of engagment that fit your plans vs your Marketplace Shoppers is not a wise move

1.  Speed

If you are not able to respond to Shopper’s inquiries from Facebook Marketplace within few seconds, the shopper would be long gone.

These shopper are searching for a specific Model and have probably messaged a few other Sellers as well.    The sooner you engage these Shopper with relevant content, the better your opportunity to engage them.

3.  Pricing

Cars that are overpriced will not attract shoppers.  So if your dealership is focused on Gross Margins, then you might want to consider a different strategy for Facebook Marketplace listings.

VIN decoding is an integral part of Facebook Marketplace which results in displaying the Car’s Features along with Kelly Blue Book Value.  If majority of your inventory is shown over-priced, it would not appeal to In-Market Shoppers despite the fact that you might be willing to negotiate aggressively.

5.  Outsourced BDC vs Internal Staff

One of the pre-defined questions from Facebook Marketplace shoppers is about the car’s availability.   95% of our shoppers choose that option to Message Sellers.

However, despite the question being simple, most outsourced BDC teams are chartered to generate leads and do not respond to such a simple question.

Also, Sales and Management Titles are far too intimidating at these early stages of engagement. Car shoppers are seeking basic information about availability and the condition of the car.

4.  Live Chat

Live Chat option is on the most critical offerings to help car shoppers engage with the dealerships.   The option should connect the shopper with a Sales or Finance staff who know something about the car that was subject of that inquiry.

Confusing  LIVE Chat with a pure lead gen is a critical mistake. member of the Sales Team at the dealership who can provide reliable information to the Car Shopper.

Also, keep track of how quickly your team responds to Live Chat requests and develop an escalation protocol to route these request if the designated Reps are not responding within 3-5 minutes.

Want new articles before they get published?
Subscribe to our Awesome Newsletter.

Ai Assistants for Automotive
Digital Marketing

Secret sauce of Facebook Lead conversions

Secret sauce of Facebook Lead conversions

Horse - JockeyFacebook is a wonderful horse when it comes to Lead Generation.  So it’s hard to imagine that any consumer company can not develop a successful Facebook marketing campaigns.  Well, some horse jockeys swear their experience is very different and blame Facebook for their failures. would all be wrong to make such a rash assumption.

But upon closer examination it’s clear that these jockeys are making fatal mistakes that would not work with any product let alone Facebook. With that in mind I wanted to share the secret sauce of Facebook lead conversion here:

Clear Call-to-Action: Call to Action should be very clear and pierces.  You need to determine before launching your campaign if you want your target audience to book an appointment or make a phone call.

Respond quickly: Some Facebook advertisers using Facebook Page Promotion and Ads take as much as 3-6 hours to respond to a Facebook engagement. Facebook engagement is the action that Ad viewers take such as Like, Share, Comment or a Question when they spot the ad in their News Feed This kind of slow response will chase these potential leads to your competitor who is just a click away.

Clean, Simple Landing Pages   Millennial buyers would not tolerate any more than 3 fields. After all their expectation for online shopping is not defined by Amazon’s OneClick shopping. Granted that Amazon has all of your shipping and billing info, but if you shop there long enough, you keep assuming that oneclick is all it takes to shop.

Avoid requiring any legal release or documents on your landing pages.  We discovered one Detroit Auto maker requiring a potential car buyer to sign a Legal Document on the Landing Page while attempting to book a test drive! This is indeed a cardinal since when it comes to online Conversion and is illegal in most States.

There is no need for your landing page to require an address.   Name, Email should be the ONLY thing you should require from a Facebook lead.  The rest of the demographics information including age, location, interest and shopping behavior is already available to you from Facebook.

Nurture the lead :  If you do not have a CRM in place to mange your Facebook lead, don’t bother advertising on Facebook.   Some of the Auto dealers are treating Facebook Leads as an oddity and use the page to respond to them and expect the person to buy right away.  These leads have to be entered into a CRM and nurtured like any other leads. In fact, smaller dealers without a CRM and a culture of Led Management are performing much worse due to the volume of Facebook engagement they have to manage manually.

Need to know basis: When a lead is requesting price and other information about your products, do NOT share them publicly on the Facebook message thread. There are legal implications for price commitments they should be shared privately with these interested. In fact, some States have ad guidelines on format of the ads which needs to include the price and all relevant information.

Length of Campaign: Most of the Automotive Dealers told us that they tried Facebook ads for less than 30 days before deciding to pull the plug!  This yet another mistake that advertisers make assuming that their audience will take action on the 1st time they see the ad.  In fact, there are Facebook guidelines that prevent us from showing the ad more than once to your target audience.

Retargeting: Most advertisers ignore Re-targeting features available on Facebook ads which increases the ROI and serves the ads to the folks who have previously engaged with that ad.

What do you think about Facebook Lead conversion.

How to sell 23 more cars using Facebook

How to sell 23 more cars using Facebook

 

Using Facebook, Castle Chevrolet in Chicago suburbs reached local awareness campaign to generate 2,212 more website visits which resulted in the sale of 23 more cars.  This dealership is located among one of the most competitive auto markets in Chicago.

According the CEO, Joe Castle, “Facebook Ads have given my dealership the ability to target exact customers that matter to me and my business.  There is no other marketing solution in the world that allows me to target exactly who I want to speak to at the exact time I want to speak to them”.

But don’t take our words for it.  Check the success story for yourself.  

Contact Us to learn how you can do the same for your dealership.

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Below are some of our sample creative ads to show why your dealership is unique.

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