Using Pinterest for your Car Dealership
When one hears the mention of Pinterest one might think of craft projects, house décor, or dinner recipes, but what about Automotive Marketing? Probably not. However, Pinterest has a wide range of sources to help you sell more vehicles! “Pinners” are more influenced by the content they see – more than other social media platforms.
First, let’s look at some numbers to show which audience Pinterest targets. According to Sincro (Ansira), 430 million “Pinners” use Pinterest every month! 60% of those users are US Women, 3 in 4 of them being US moms. The household decision makers. Of the 430 million, 30 million are US men, using Auto as their top interest. 52% of these Pinners have a household income of $100k plus. 7 out of 10 Auto shoppers on Pinterest use it for final purchase decisions. That’s a whole lot of stats with high outcomes for your dealership.
Now that you have the numbers, I’m sure you’re thinking ok; but HOW? Other than needing to open a business account on the platform and set up billing etc., you can market in a few different ways.
Create Brand Awareness – this is your dealership’s narrative. Brand awareness on Pinterest should be done in a “Story Telling” way staring your real-time inventory and your dealer brand. Leverage reviews, photos, and service accessories. Using creative lifestyle imagery, showcasing how the vehicle enables a pinner to live a life they love.
Cultivate Consideration – This is the step that intersects between discovery and the decision. Reach people who are ready to buy a new or used vehicle and drive them to make that decision step. This will transfer you from the “who we are” to the “what we have”. You can introduce payments, and model levels. This creative would do best with interior/exterior shots, strong CTAs, and lease & APR offers.
Sales to Service – Target owners with helpful information about their vehicles or your services and accessories. Make sure to have a clear CTA encouraging the consumer to take action.
Optimize your Pinterest profile: Your Pinterest profile is the first impression potential customers will have of your dealership. Make sure your profile includes a high-quality profile picture, a clear and concise description of your dealership, and links to your website and other social media profiles.
Create boards for your inventory: Pinterest is all about organizing content into boards, so create boards that showcase your inventory. For example, you could create a board for new cars, used cars, luxury cars, or even seasonal cars (like convertibles in the summer). Make sure each board is visually appealing and easy to navigate.
Use high-quality images: Pinterest is a visual platform, so it’s important to use high-quality images that showcase your inventory in the best possible light. Make sure your images are well-lit and include multiple angles of the vehicle. You could also include lifestyle shots that show the car in action or in a beautiful setting.
Use keyword-rich descriptions: When you create a Pin, make sure the description includes keywords that will help potential customers find your inventory. Use descriptive language that highlights the features of the vehicle, such as the make and model, year, color, and mileage.
If you’ve never used Pinterest before, you search for different things from your main page which will populate what Pinterest thinks you want to see and target you based on the boards you have made. For example: Family Cars for large families. Pinterest also allows for multiple places where your ad or ads can appear. Starting on the home feed, this gives people ideas based on their interests. Next is in the search mode, giving people ideas based on keyword searches. Lastly in related pins, giving users similar ideas to a Pin they have already looked at.
Overall, Pinterest is definitely not just for household tasks and items. It has many ways to help market inventory or services you can provide as well! If you’re looking for help to get started, you’re in the right place! Digital to Dealer Direct can help you set up and optimize an account as well as manage a campaign for your dealership. Contact us online or call us today at 877-958-4524 to get started!