While most small businesses set up a Facebook Page and immediately begin recruiting their friends as fans, one Minnesota based car dealer has integrated their entire lot inventory directly into their Facebook Page. Using the GOSO platform, BMW of Minnetonka has published their full inventory to their Facebook Page. Will this drive them more fans? Not necessarily but it definitely brings visitors more information about the company. We’ll go over some of the things this car dealer did right and those things they did wrong in this article.
Good Facebook Page Strategies
For a small business, BMW of Minnetoka has a pretty nice Facebook Page. One of the best features of the Page is the image that they used, as it takes up a large amount of the space available to them. Many companies fail to create an effective image for their Facebook Page. While it would be great to see a call to action within their Facebook Page image, it’s not a necessity as they can put a call to action elsewhere on the Facebook Page. The inventory display on this Facebook Page is extremely slick and if I were a car dealer, I’d definitely want to have whatever this company has.
The company also has an “Offers” tab which is a great idea however in this instance it’s not a great use of the tab. The layout is really attractive however the “deals” offered on this tab are the same for every single car: 4.9% APR and a $1,500 holiday finance credit. Is it still the holidays? The Facebook Page does provide the company’s phone number, address, and hours, something that any new visitor who was looking to purchase a car would definitely be interested in.
The Page administrator has clarified that the identical offers was a bug and has since updated the Page. This was a minor issue anyways!
Areas To Improve
No Call To Action
Where’s the call to action on this page? Nowhere on this Facebook Page does it ask new visitors to become fans. While viewing the inventory is a great feature, this company should ask visitors to become a fan in order to view their lot’s inventory. Call to actions are extremely important in converting new visitors into fans. In our original Facebook Pages guide, we highlight the importance of a landing tab. Skip this step when developing your Facebook Page and you will be sacrificing a large number of fans!
Very Few Updates
Right now there are three Page updates, all that were posted in the past few hours. This is most likely because the company just launched this Facebook Page so it’s not a huge issue as long as they continue to post updates regularly. One thing that I’ve consistently told businesses is that they need to invest in content development. While most car dealers are not willing to take the time to blog, doing so would set them apart from the rest. Do you need to blog about your own dealer? Not at all! This car dealer could create a BMW blog to talk about all the features on the new BMWs as well as any other news related to the brand as a whole. That blog could theoretically be hosted on their Facebook Page, although an external website would probably be better for search engine optimization purposes.
BMW of Minnetonka has taken a big step by posting their inventory on Facebook, something that was made easy with the GOSO platform. While there are numerous things this company could do to improve their Facebook Page, I understand how difficult it can be to work with small businesses who have no interest in setting up a web presence, let alone a Facebook Page. Does this mean their customers will give the company a break? I’m not sure as I don’t know how “social media savvy” BMS drivers are! However I personally support those companies that get their social media marketing strategy right, and build out effective Facebook Pages.
What do you think of the BMW of Minnetonka Facebook Page?