How Manufacturers Can Leverage Facebook Lead Ads To Drive Customers

Manufacturers-Leverage-FB-Lead-Ads

According to Facebook, consumers spend an average of 50 minutes per day on the social network. They are also using the internet to conduct pre-purchase research. Your brand is competing for attention not only with other manufacturers but friends, family, groups and other types of business Pages. To be seen by your desired audience and make it easier for them to take action, consider Facebook Lead Ads.

Facebook offers powerful targeting options that allow advertisers to precisely serve ads, to not only warm audiences and previous website traffic, but there are also behavioral and interest-based targeting options to choose from.

Displaying your ads in front of the right audience who will take action, is important because it will keep your cost per acquisition low. Once you get in front of them, Lead Ads simplify the process for the consumer and makes it painless to submit their contact information.

What are Facebook Lead Ads?

Lead Ads are mobile friendly forms that are pre-filled with what has been provided to Facebook, such as name, email and phone number. You can also customize Lead Ads to meet your business’ needs. Leads Ads can be used to advertise factory incentives to capture the contact information of a potential customer. Try advertising a “Facebook only” deal where they have to fill out the form to see what the incentive is.

Once a consumer fills out a Lead Ad, as the advertiser, you have the option of sending them to a page on your website or a thank you message. You could also send them to your dealer locator page on your website so they can see which location would be closest to them.

Lead Ads Workflow For Manufacturers

Let’s say you are planning your third quarter factory incentive and want to drive traffic to your special offers and incentives page on your website.

Step 1. Design your Lead Ad using Facebook Ads Manager using the same imagery and copy found on your website for consistency.

Step 2. Decide whether you want to connect a CRM to your Facebook Ads Manager so you can follow-up with incoming leads. You will also be able to download a .CSV file of Facebook leads from your Page’s Forms Library.

Step 3. Choose your ideal audience. You have many options when it comes to audience targeting. Below are some examples.

  • Website traffic who previously landed on your special and incentives page, but did not fill out a contact form. You’ll need to implement the Facebook Pixel to manage this.
  • You can upload a list of names, emails and phone numbers from previous promotions to create a custom audience.
  • You can use Facebook’s built-in behavioral and interest targeting to target fans of your brand and even other brands for conquest marketing.

Step 4. Decide what the follow-up process will be. Will you be sending these leads to your dealer network? Will someone on your team be following up? Are you sending them to a page on your website where they can learn more?

Step 5: Create an email follow-up campaign for those that filled out a Lead Ad, but have yet to become a customer. Remember, if a consumer is willing to give you their contact information, they have intent to buy and you could experiment with other offers if the initial one didn’t capture their interest.

Lead Ads will help you increase your conversion rates as an advertiser and ensure you are getting accurate customer information.

Defining Success for Facebook Lead Ads

To determine if your Facebook Lead Ads were successful, you can compare your cost per lead, cost per click and cost per customer acquisition with other forms of advertising outside of Facebook or even different ad objectives within Facebook.

You can also compare factory incentive utilization numbers from the previous year and/or quarter to see if your campaign helped move the needle.

If you are interested in learning more about how Facebook Lead Ads can drive customers, contact LotVantage at hello@lotvantage.com.

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Press Release: LotVantage Releases Two New Software Products – Business Listings and Reputation Management

Tampa, FL – June 22nd, 2017

LotVantage, a digital marketing SaaS company for dealerships, distributors, and manufacturers, has released two new software products; Business Listings and Reputation Management. LotVantage is excited with the initial beta results and what an impact it has had on conversion to sales. These services coupled with existing LotVantage products are a huge benefit to dealerships and manufacturers as they lead to higher conversion rates and accuracy online.

Business Listings uses intelligent technology to scour the internet, providing accuracy and synchronizes the approved listing information, ensuring consistency to all 300+ places that a business can be found online.

Reputation Management gives a business the ability to monitor and grow its reputation online by providing the opportunity to respond to customer reviews and solicit additional reviews. This product is also available in a fully outsourced format, allowing our team of experts to manage and respond on a businesses’ behalf. Reputation Management also controls the ability to pro-actively solicit reviews, allowing for the creation of additional positive reviews and a course-correct for potentially negative reviews, before they go online.

“LotVantage is in the business of providing scalable Digital Marketing solutions with a high ROI to our customers.  Our new Business Listings and Reputation Management products will ensure even greater ROI with improved accuracy. Businesses work very hard and spend real money to bring sales to the table.  We added this latest set of products to combat inaccuracies and reputation problems which can ultimately hurt the conversion of sales ”.  Matthew Brown, President/CEO of LotVantage.

About LotVantage

LotVantage is a leading provider of digital marketing solutions delivered via its award-winning SaaS technology platform.  LotVantage focuses on “High-Traffic” consumer driven web and social destinations, which are typically difficult and expensive for businesses to leverage and navigate. LotVantage serves the Automotive, Motorcycles, Powersports, Recreational Vehicles, Trailer, Commercial Trucks, Outdoor Power Equipment and Golf Cart industries.  LotVantage focuses on High ROI for businesses wishing to engage, monitor and increase sales opportunities through the full cycle of the customer journey from online research to purchase. LotVantage provides dealerships and OEM’s (Original Equipment Manufacturers) with a consistent local, national and social presence utilizing a diverse team of “Motorsports” enthusiasts and dealership experience.

PR Web:

Yo can find the press release on PR Web, here.

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How Dealerships Can Claim Their Unmanaged Facebook Pages

A Facebook Page may exist for your dealership even if someone from your business didn’t actually create it. For example, when someone checks in to a place on Facebook that does not have a Page, an unofficial Page is created to represent that location.

If the Page is unmanaged, you’ll see Unofficial Page below the Page’s cover photo. You can request to claim the Page and become its admin, or you can merge that Page into a Page you already manage for your dealership.

Keep in mind that you may be asked for information to verify your relationship with the business, such as business phone number, business email or business documents.

Note that Pages that represent geographic locations (ex: New York City, Tampa, New Zealand) can’t be claimed.

How to find your additional unclaimed dealership Pages?

  1. In the Facebook search bar, type in the dealership’s FULL name.
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  2. Your search will populate with any additional Pages tagged under ‘Places’ or ‘Pages’.
  3. Open up the INCORRECT Page(s) in separate tabs on your browser. This will help to save this search open on a different tab so that you can navigate back to your search results when attempting to claim any additional Pages.
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  4. Once you are on the Page, click the button “Is this your business?” next to the words Unofficial Page.
  5. Select the first option and follow the instructions prompted on the screen.
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  6. Repeat these steps for any additional Pages that might have been created. This will come in handy with that tab that you left open.
  7. Finally, if you want to Verify your dealership Page, click this blog to learn how to complete that process!

If you have any additional questions about merging your dealership Facebook Pages, please reach out to us at hello@lotvantage.com and our Facebook experts will be happy to assist you with this process.

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LOTVANTAGE SELECTED BY CENTURION & SUPREME BOATS AS SOCIAL MEDIA PARTNER

LotVantage, a digital marketing company for dealerships, has been selected as a strategic social media partner by Centurion & Supreme Boats. Dealerships who carry those product lines can now easily manage their social media presence Handsfree. Centurion & Supreme Boats will strategically manage brand awareness via the dealerships who carry their inventory. Dealers will take advantage of, manufacturer provided custom content, as well as the LotVantage content library of top online magazines and viral content in the water sports industry.

“Centurion and Supreme Boats is excited to partner with LotVantage to provide us with a consistent Facebook presence and to increase the reach of our messaging. We know that customers are using social media to conduct pre-purchase research and this new partnership will keep our dealers’ customers engaged, informed and entertained. Engaging content will lead to brand awareness and increased sales.” Amy Mauzy, VP Marketing & Sales, Centurion & Supreme Boats

“I am thrilled that Centurion and Supreme Boats has chosen LotVantage as their social media partner. As a company, we have focused on finding ways to help dealerships keep their social media marketing consistent and engaging. We also help Original Equipment Manufacturers (OEMs) increase their brand awareness through their retailers’ Facebook pages. Engaging and consistent content is what consumers are hungry for and we’re able to help brands deliver that to build their customer base and drive new sales opportunities.” Matt Brown, CEO LotVantage

About LotVantage

LotVantage is the leading provider of digital marketing solutions for Automotive, Marine, Powersports, RV, Trailer and Outdoor Power Equipment dealerships. LotVantage’s focus on sites that consumers frequently visit, but are labor intensive to manage strategically provides dealerships with a consistent local, national and social presence.

For more information about LotVantage, please contact LotVantage Marketing Manager, Adam Goldberg at 813-600-5474 or agoldberg@lotvantage.com.

About Supreme Boats

There is a growing movement of people embracing the Supreme life with the only affordable premium towboat on the market. With performance, style, simplicity and strength built to maximize fun on the water, Supreme Boats are the fastest growing surf and wake boat brand with industry-leading market share growth. Spend more time on the water doing what you love. It’s more fun to have fun. http://supremetowboats.com

World-class towboats that reign Supreme. Supreme boats are World Class performance, style, simplicity and strength built to help water sports fanatics reign supreme on the water at an extreme value. To learn how you can wake, surf and reign Supreme visit supremetowboats.com.

About Centurion Boats

Innovation has always been the hallmark of Centurion boats. Now, thanks to new product, leadership and Correct Craft company culture, innovation is running deeper than ever, into a re-imagination of the Centurion brand. Water sports enthusiasts are embracing Centurion boats for the world’s best waves, wakes and ride, as well as ambitious design and inspired craftsmanship. Time to re-imagine your ride, in a Centurion. http://centurionboats.com

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Craigslist Data May Surprise RV Dealers

On November 15, 2016, Craigslist, the 16th most popular website in the United States, changed how the RV industry listed ads by enacting a $5 charge/ad. Now, dealers have to allocate a budget and determine if there is an ROI for Craigslist.

Prior to the market being paid, dealers could list as many ads as they wanted for free. A dealer could post 500 ads and only a fraction of those would remain live on the site due to flagging and ghosting. Now that Craigslist is paid, flagging and ghosting are no more.

Dealers who posted 500 ads at $5 each would now need to spend $2,500 to see those same results right? Wrong! The data we analyzed will help you understand how many ads you should list to ensure your dealership reaches its revenue goals.

Why did Craigslist go paid for RV dealers?

When Craigslist was free, dealers tended to spam the marketplace by posting the same RV multiple times, cross posting to too many marketplaces and posting in the wrong categories. Now that Craigslist is paid, those days are gone and ads are valid for 30 days. The user experience for consumers has become more friendly and cleaner with a true representation of local dealer inventory.

Let’s Analyze the Data

When dealers heard the news about Craigslist going paid, they either embraced it and pulled out their checkbook or they shut it down and decided to no longer post ads.

We looked at the data from our RV dealers who use LotVantage to post on Craigslist and found very positive results.

October 2016 – Free Marketplace

RV dealers posted 26,619 RVs using the LotVantage software on Craigslist. Those ads generated .14 leads per ad.

December 2016 – Paid Marketplace

RV dealers posted 2,530 RVs using the LotVantage software on Craigslist. Those ads generated .61 leads per ad.

Once Craigslist went paid, RV dealers saw exponentially better results and the reason why is simple. The number of RV ads posted through LotVantage went from 26,619 to 2,530. The dealers that decided to stay on Craigslist really benefited because consumer behavior didn’t change. Craigslist had fewer ads and each ad was generating an average of .61 leads/per ad.

What budget should you dedicate to Craigslist?

Figuring out what budget to dedicate to Craigslist takes some simple math, knowing what your close ratio is and what sales volume you are looking to accomplish. We’ll use the LotVantage posting data we analyzed to give you an example.

In December 2016, RV dealers posting through our software saw .61 leads/ad.

Let’s say your dealership closes 5% of leads that come in and your average margin per $10,000 is 20%.

If your dealership needs to sell 6 additional boats a month, you would need to post 167 ads, costing your dealership $835.

In this example, we suggest 197 ads because in December 2016, dealers received .61 leads/ad. If your dealership has a 5% close ratio, you would need to generate 120 leads. 5% of those 120 leads is 6 boats.

If you’re dealership is making $2,000 per $10,000 boat, you just spent $984 to make $10,032 profit for the month.

Here is the formula to make it even easier:

– 6 units to sell / .05 close ratio = leads needed
– Leads needed / .61 avg leads per ad = ads needed
– Ads needed x $5/ ad = TOTAL CRAIGSLIST BUDGET

As you know, advertising means spending money to make money and it’s important you do your due diligence to understand what marketing sources are driving not only the most traffic, but leading to the most sales.

Keep in mind, the data we analyzed only shows leads that came in through calls, texts, emails. credit applications and form fills for RVs. We didn’t analyze walk-in traffic as we don’t record that data so that means your potential to make money from Craigslist is even higher!

If you are interested in discovering more about how Craigslist can generate profit for your dealership, at a very low cost/lead, visit lotvantage.com or call 1-888-569-3865.

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LotVantage Invests in UpValet, a Car Dealer Platform That Enhances the Car Buying Experience

Tampa, FL – September 20, 2016 – ThatsUs Technologies, LotVantage’s parent company, has announced an investment in UpValet Inc. UpValet provides a modern dealer platform that disrupts the car and truck buying experience by making it simple, efficient and more enjoyable for consumers to buy a vehicle. UpValet dealers have experienced increased sales by reducing the buying time 60-70% and thereby eliminates a major pain point for consumers.

UpValet makes purchasing a vehicle not only more pleasurable for the consumer, but more efficient for the dealer as well. The need for the “back and forth” between the sales associate, the customer and the sales manager is eliminated. UpValet gives the sales manager a real time overview of what is happening on the sales floor and can start working the numbers during the test drive, removing the most time consuming aspect of the sales process. UpValet reduces what can take up to four hours to buy a vehicle by an order of magnitude thus giving salespeople more time for other customers and consumers less hassle.

“I immediately saw potential in UpValet as it provides tremendous value to dealers, not just in the automotive industry, but in the powersports, marine and RV industries as well. LotVantage helps dealerships market their inventory and engage their customers online. By partnering with UpValet we will be able to help our customers expedite the purchase of that inventory and sell even more”said Mathew Brown, ThatsUs President and CEO.

“LotVantage made perfect sense for us. I’m very excited to have our companies working close together so we can provide innovative services to dealers that help them sell more and streamline the buying process” said Ty Mathen, UpValet President and CEO.

About LotVantage

LotVantage is the leading provider in digital marketing solutions for Automotive, Marine, Powersports, RV, Trailer and Outdoor Power Equipment dealerships. We focus on sites that consumers frequently visit, but are typically labor intensive for dealerships to manage strategically. Learn more at lotvantage.com.

About UpValet

An innovative and engaging sales platform that makes car buying simple, fast and more enjoyable for consumers. At the same time increasing sales at the dealership by reducing the buying time by 60-70%. Learn more at UpValet.com.

For more information about this partnership, please contact LotVantage Marketing Manager, Adam Goldberg at 813-549-8187 or agoldberg@thatsus.com.

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Podcast: How Dealers Can Increase Their Social Media Game.

I was recently interviewed by AutoSuccess Magazine about how dealers can step up their social media. We took what could have been an all day conversation and condensed it to a 15-minute back and forth.

LotVantage helps dealers manage a social media presence that’s engaging and well branded. We assist the in putting their best foot forward on platforms consumers are frequently visiting.

Listen to the Podcast

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LotVantage Selected by Polaris as Strategic Social Media Partner

July 13, 2016, Tampa FL

LotVantage, a SaaS (software as a service) digital marketing company for dealerships, has been selected as a strategic partner to help Polaris dealerships manage their social media presence. Polaris will strategically manage their brand awareness through the LotVantage application by promoting top trending and engaging content to their Facebook page, posting inventory, and running paid advertising and retargeting campaigns.

“Polaris is excited to partner with LotVantage to help our dealerships advance their capabilities surrounding social media. This is an impactful place to start or further lasting relationships with owners and potential owners, and this solution helps busy dealers start the conversation and become more comfortable communicating in this manner.” said Holly Spaeth, Manager, Interactive Media and Content.

“Our social media product gives dealerships the social presence management they desire and need. Ensuring brand consistency across a dealership’s website and social media pages can sometimes be challenging, but LotVantage makes it easy. Not only do we share interesting and relevant content, but we provide additional exposure through Facebook inventory retargeting and an inventory applet that lives on the dealer’s Facebook page. A social media presence is necessary for dealerships to remain competitive in their industry and LotVantage is the tool to help them accomplish that.” Matt Brown, CEO LotVantage

About LotVantage

LotVantage is the leading provider in digital marketing solutions for Automotive, Marine, Powersports, RV, Trailer and Outdoor Power Equipment dealerships. LotVantage’s focus on sites that consumers frequently visit, but are labor intensive for dealerships to manage strategically provides dealerships with a syndicated local, national and social presence.

For more information about LotVantage, please contact LotVantage Marketing Manager, Adam Goldberg at 813-549-8187 or agoldberg@lotvantage.com. www.lotvantage.com

About Polaris

Polaris Industries Inc. (NYSE: PII) is a global powersports leader with annual 2015 sales of $4.7 billion. Polaris fuels the passion of riders, workers and outdoor enthusiasts with our RANGER®, RZR® and POLARIS GENERAL™ side-by-side off-road vehicles; our SPORTSMAN® and POLARIS ACE® all-terrain off-road vehicles; VICTORY® and INDIAN MOTORCYCLE® midsize and heavyweight motorcycles; SLINGSHOT® moto-roadsters; and Polaris RMK®, INDY®, SWITCHBACK® and RUSH® snowmobiles. Polaris enhances the riding experience with parts, garments and accessories sold under multiple recognizable brands, and has a growing presence in adjacent markets globally with products including military and commercial off-road vehicles, quadricycles, and electric vehicles. www.polaris.com

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LotVantage Added as an eBay Preferred Solutions Provider (PSP)

LotVantage announced today that it has signed an agreement with eBay Motors (http://www.ebay.com/motors) to become a Preferred Solutions Provider. Extending their fully-integrated software solution for the Automotive, Powersports, Marine, RV, Commercial Truck, Trailer and Outdoor Power Equipment industries.

“LotVantage has been a leader in online marketing over the last 12 years. As a firm believer in the power of eBay and their local and national marketing packages, I believe this product is a must have for dealerships to leverage quality leads and secure online transactions. Dealerships are constantly looking for ways to handle their transactions and eBay has been doing this for over a decade,” according to Matthew Brown, CEO of LotVantage.

Having a Preferred Solutions Provider (PSP) designation will not only enhance the experience for their direct dealers, but will extend to their reseller partners.

“LotVantage is eager to grow our eBay product offering to our nearly 4,000 dealerships, both direct and through our reseller partners. LotVantage is now positioned to work with more dealerships than ever before,” comments Jim Jabaay, Vice President of Sales and Marketing of LotVantage.

“With LotVantage, we’re continuing to offer our sellers with technology that helps them better manage their inventory and provide exceptional customer service,” said Sree Menon, General Manager of eBay Motors. “As the number one automotive site on the web, we’re committed to providing our customers with the best tools to meet the changing demands of shoppers.”

About LotVantage

LotVantage is a SaaS Software company that provides a complete set of online inventory marketing applications for Auto, Powersports, Marine and RV dealers. From our simplified way to manage eBay listings, to our advanced lead tracking, and our auto-generated videos, we have it all. Our mission has always been to provide dealers of all types an easy to use, best-in-class product, which allows them to create, maintain and grow their brand, generate leads, and remain compliant with strict marketplace policies so that ads continue to stay active once they go live. Visit us at LotVantage.com.

About eBay Motors

eBay Motors, a part of eBay (Nasdaq:EBAY), is one of the world’s largest marketplaces for buying and selling all things automotive. The site offers everyday cars for everyday drivers, as well as collector cars, motorcycles, auto parts and accessories. eBay Motors is consistently ranked the No. 1 automotive site on the Web by Nielsen//NetRatings.

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How Powersports Dealerships Can Create a Winning Facebook Strategy

Does your Powersports Dealership have a Facebook strategy?

This post will cover how your dealership can implement a winning Facebook strategy. Having a Facebook strategy is a no brainer for any powersports dealership, but knowing how to use it and what results to expect are not as intuitive. Facebook and other social media sites are easy to use, but you need to know how to use it effectively to get results.

What Facebook is NOT

Facebook is not a direct sales tool. Facebook should be used to engage your current and potential customers, not for a constant sales push. Constant sales pitches will alienate your audience, especially consumers who have recently purchased powersports vehicle from you. Manufacturer articles, videos and other pieces of content are intended to engage your audience and start a conversation. More on what is engaging content is below.

What should Powersports dealerships post on Facebook?

A winning Facebook strategy includes content that your customers will want to share. Once that content is shared, friends of friends will see it on their timelines, which gets your brand in front of eyes that may have never been exposed to it before. Your Facebook strategy should also provide a way for consumers to get in contact with you. If your page isn’t managed consistently, consumers won’t engage with you and that is a missed opportunity. It’s suggested not to post on Facebook more than 3 times a day and not within 3 hours of each other.

How to Build Your Facebook Audience with Your Existing Contact List

Facebook has many paid advertising outlets that lets you acquire and generate fans for your page. They also have free ways of growing your audience as well. You can upload a .csv file of your email contacts directly into Facebook. Those contacts are then presented with a suggestion to like your page. This only works if the email you have is the same email address they used for their Facebook account.

How to upload a contact list to Facebook

  • Navigate to your Powersports Dealership Facebook page
  • Click the button that has 3 dots
  • Choose Suggest Page
  • Choose Upload Contacts next to the Contact List File option
  • Upload your .CSV file

Facebook Strategy for Powersports Dealerships

Your Page may be suggested to your contacts who are on Facebook in places like Recommended Pages. If your email contacts aren’t on Facebook, they won’t see your suggestion. Keep in mind that you can upload contacts up to 5 times for a maximum of 7,000 contacts per day per Page. You can upload a maximum of 5,000 contacts at a time. Now that you have started to build your audience, you’ll need to start engaging them. Give your Facebook page fans a reason to stick around with pieces of engaging content.

Ways Dealerships Can Engage a Facebook Audience

  • Contests
  • Interesting manufacturer articles and videos
  • Behind the scenes photos at your dealership
  • Special Events (BBQs, charity events, etc.)
  • Ask the Mechanic Live Facebook Chats
  • Quick 15 or 30 second videos (These can be taken with a cell phone)
  • Special Offers (Once or twice a week at the most. Don’t be sales pitchy!)
  • Get to know the staff or staff bios
  • Screenshots of positive reviews from Yelp or other social media channels
  • Stop selling!

Facebook Strategy for Customer Service

Consumers should feel confident that if they ask a question on your Facebook page that they will get a timely response. Onlookers of your Facebook page can see these interactions and not only receive answers to their questions, but will find comfort knowing that the dealership is responsive to customer service inquiries. This could mean the difference between selling a unit and a missed opportunity because the consumer got the answer they were looking for somewhere else. These tips will help your powersports dealership create a winning Facebook strategy.

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