The Motorcycle Dealers' Guide to Social Media
Social media platforms are extremely effective tools for generating leads for all types of businesses, motorcycle dealerships included.
According to Statista, 79% of marketing professionals said that social media increased traffic, 69% said it generated leads, 60% said it improved their sales.
Not to mention, according to Forbes, 71% of consumers who have had a positive experience with a brand on social media are likely to recommend that brand to others.
The recommendations provided in this guide are based on years of social media expertise. This strategic social media plan was crafted specifically for motorcycle dealers who are interested in the added value of social media.
Continue reading below to find out which social media platforms you should be using to grow your business.
What is Social Media Marketing?
Social media marketing is the use of social media platforms to create, grow and engage with your audience with the intent to convert them into (repeat) customers.
However, your goal is not only to engage. Real lead conversion happens when companies are not only able to connect with their audience but create a community as well.
What and how you communicate will determine how successful you are at turning leads into loyal customers.
How Can Social Media Grow My Business?
As discussed above, social media can help you convert leads into sales.
The content and information you share on your pages can either initiate and/or influence the consumer decision-making process. The goal is for consumers to complete the process and become repeat customers.
During this journey, the potential or repeat customer will go through the following steps.
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Recognizes a need
- I.e.: The customer sees a bike on your page and becomes interested in purchasing it.
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Searches for information
- I.e.: The customer wants to know more about the bike and your dealership. (All of your social media pages should have a clearly visible, clickable link that redirects them to your website.)
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Considers alternatives
- I.e.: The customer may look for reviews, ask friends and family members for advice, call your business to ask questions or search for other dealers (or private sellers) with the same or similar model, etc.
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Makes the purchase
- I.e.: The customer makes an appointment and purchases the motorcycle from your dealership. (Or, they decide not to make the purchase, buy the motorcycle from elsewhere or forget about the purchase entirely and do not continue to step five.)
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Reflects on the purchase
- I.e.: The customer determines whether they are happy with the product and the service they received. They may even leave a review or call you directly with feedback from their experience.
Best Social Media Platforms for Motorcycle Dealers
If your dealership isn't active on social media or if you're unhappy with your current social media efforts, we recommend focusing on the three platforms below (in that order).
These platforms complement the types of information and content motorcycles dealerships should share on their social platforms.
If you already post regularly on the recommended platforms and have a routine strategy for growth, there are three additional platforms we suggest for dealers. You can find this info in the Bonus Material section of this guide.
Ideas for Content by Platform
Need ideas for different types of content to post? Check out our recommendations for each platform below.
Facebook is the most popular social media platform in the US. According to Pew Research, seven out of 10 adults use it, and five out of 10 adults use it daily.
Facebook is a great platform for dealerships specifically because it's easy to share information on. It is the only major social media platform that allows users to place clickable links within posts and stories.
This feature gives you the ability to post bikes for sale and funnel customers directly to inventory on your website.
Also, Facebook is the only major social media platform that has an integrated tool for sharing events. This is a great feature for dealers because it allows you to post and invite customers to promotional, virtual, in-person events, etc.
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Post (1.91:1 aspect ratio)
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Events
- Create an event using the event tool
- Photos of bikes for sale (with links)
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Trending motorcycle topics/Industry news
- With links to manufacturer's post and news articles
- Links to your blogs and guides
- Contests or giveaways
- Questions
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Holidays
- Ask followers to share plans and photos in the comment section.
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Events
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Story (9:16 aspect ratio, 20 seconds max per video, 5 seconds per photo) (Multiple videos and photos can be strung together.)
- Bikes for sale (with links)
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Video (240-minute max length)
- Test rides
- New releases
- Teasers
- Motorcycle news (original content or reposts)
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Live (8-hour live stream limit)
- Unboxings (i.e. gear, new models, etc.)
- New releases
- Announcements
- Behind the scenes
- Events
- Q&As
Instagram is a visual platform on which aesthetically pleasing content is wildly popular. This makes it perfect for showcasing beautiful motorcycles and trendy gear.
It's also a great platform for engaging with followers. The members of the online motorcycle community enjoy sharing their opinions and having discussions on trending topics. This type of engagement creates a sense of community.
Furthermore, buying a motorcycle is an in-depth process that requires quite a bit of research. According to Google, twice as many automotive consumers start their research online versus at a dealership, and according to Hootsuite, 81% of people use Instagram to research products and services.
Therefore, it's important for dealers to engage with customers during their decision-making process, provide helpful information, make note of their experience and ask for feedback.
Instagram stories provide the perfect medium for dealerships to receive and keep record of their followers' feedback and interests. Instagram has made this easy by providing tools in the form of "stickers" that you can place in stories.
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Post (1:1, 1.91:1 and 4:5 aspect ratios are supported)
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Events
- Always also post to Facebook using the event tool.
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Photos of bikes for sale
- Since there is not an option to have a clickable link in the description, make sure to include a stock number or some other unique descriptor that will make it easier for interested buyers to find it at your dealership.
- Trending motorcycle topics/Industry news
- Contests or giveaways
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Questions
- Ask general, post-related questions in the description. (Ask for feedback and specific questions using the Poll and Questions stickers in Stories.)
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Holidays
- Ask followers to share plans in the comment section.
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Events
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Video
- Test rides
- New releases
- Teasers
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Story (9:16 aspect ratio, 15 seconds max per video, 5 seconds per photo)
(Multiple videos and photos can be strung together.)
- Questions (sticker)
- GIFs (sticker)
- Music (sticker)
- Love-meter (sticker)
- Polls (sticker)
- Quizzes (sticker)
- Countdowns for events, releases, etc. (sticker)
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Bikes for sale (with link sticker)
- The link sticker tool is available to accounts that are verified or have 10,000+ followers.
- Reel (9:16 aspect ratio, 60 seconds max)
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Live (4-hour live stream limit)
- Unboxings (i.e. gear, new models, etc.)
- New releases
- Announcements
- Behind the scenes
Twitter is another platform that's great for sharing information. On Twitter, you have the ability to include links within Tweets.
Therefore, you can post bikes for sale and funnel customers directly to your website.
Moreover, Twitter is one of the most popular social media platforms in the US. According to Hootsuite, 21% of adults in America use it.
Twitter is a platform on which playful conversation amongst users (and even brands) is common. This is why Twitter is a great platform to connect and interact with riders on a personal level.
Relatable and funny motorcycle content works well on this platform. For example, you can use GIFs to enhance a funny Tweet and create or retweet relatable memes.
Furthermore, these types of interactions lead to more brand mentions, and according to Twitter, 54% of users reported that they took action after seeing a brand mention. The top five actions are as follows:
- Visiting the brand's website (23%)
- Visiting the brand's Twitter page (20%)
- Searching for the brand's website (20%)
- Consider trying the brand (19%)
- Retweeting Tweets that mention the brand (18%)
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Text only Tweets (max 280 characters)
- Questions
- Polls (built-in tool)
- Events
- Announcements
- Holidays
- Gifs (built-in tool)
- Retweets
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Photo Tweets (16:9, 4:3, 2:1 and 3:4 aspect ratios supported)
- Bikes for sale (with links)
- Links to blog posts
- Retweets
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Video Tweets (1:1 aspect ratio)
- New releases
- Dealership Announcements
- Retweets
Importance of Aspect Ratios
An aspect ratio describes the relationship between the height and width of an image. Each platform has specific aspect ratios for each post type.
Think of an aspect ratio like a frame. Your image or video should fit within it. Adhering to these parameters ensures that parts of your content aren't cut off.
Ideally, your post or video should fit perfectly within the frame (without any negative space). This will provide the most immersive experience for your audience.
Plus, content that fits the suggested aspect ratio is favored by social media algorithms.
Best Practices by Platform
Each social media platform has its own "rules." Content that follows the "rules" is often favored by the algorithm.
These practices are also great for increasing engagement, and that's what we need to increase conversions.
Continue reading below to see the best practices for Facebook, Instagram and Twitter.
Check out Facebook's recommendations on how to create engaging content.
Posts
- Include high-quality creative with every post. (i.e. images, GIFs, videos, etc.)
- Add call to action to post descriptions to boost engagement. (i.e. check out this post, tell us what you think below, etc.)
- Stick to one color scheme.
- Pin important posts to the top of your page.
- Make note of what types of posts interest your audience most.
- Post regularly.
- Encourage your followers to share your content.
- Engage with users in the comment section.
Video
Facebook describes video as one of its most "immersive ways to share and connect."
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According to Facebook, you should avoid posting low-quality videos:
- "Live Broadcasts" that we predict to be static, animated, looping, polls-only or pre-recorded. Low-quality videos can also contain nothing more than static images that are uploaded as "videos" with no dynamic audio."
- Post videos are more engaging than normal posts.
Check out Instagram's tips for businesses below.
Posts
- Engage with users in the comment section.
- Pin comments to spark conversation.
- Maintain brand identity. (Stick to your brand colors, the same font and similar color palettes/filters.)
- Edit photos just enough to make them pop. (Too much will make them look unrealistic and inauthentic.)
Reels
- Instagram says reels are the best way to reach people that follow you.
- According to Instagram, Reels are the perfect medium to entertain current customers and attract new ones.
- Use music, transitions and the element of surprise to increase engagement.
- Encourage your audience to remix your Reels and remix theirs.
Video (IGTV, Reels and video posts)
- Vertical for an immersive experience.
- Show the logo within the first three seconds.
- Grab the viewer's attention immediately.
Check out these best practices recommended by Twitter below.
Text
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Use text to your advantage.
- People read text more on Twitter compared to other platforms.
- According to Hootsuite, 90% of users read copy on Twitter.
- Twitter recommends keeping Tweets between 50 to 100 characters.
- Be intentional about your message and call to action (CTA). (CTA: a prompt for a specific action you want the potential customer to take.)
- Make sure that Tweet ad copy drives conversation.
Video
- Keep videos 15 seconds or less.
- Grab attention immediately by having movement in the first few seconds.
- For video ads, your logo should appear within the first 3 seconds, and it should remain on the screen for the entire duration of the ad.
- Position your logo in the top left or right-hand corner.
- Display your brand for more than half the video to increase "unaided brand recall."
- Insert captions or text so that users can also watch your video with the sound off.
- Feature people within the first few frames of the video to improve retention.
- Keep text short.
- Place the link within the Tweet and not at the end to drive customers to your website.
Free and Easy to Use Social Media Tools
Below are three tools that make it easy to create, organize and schedule your content across multiple platforms simultaneously.
Canva
Canva is a user-friendly graphic design tool. We recommend using it to create your social media content. It's free, and the best part is it's super easy to use. (Yes, even if you don't have graphic design experience.)
The free version includes all the tools you'll need to get started. If you decide you want more access to the bonus features, you can consider purchasing Canva Pro.
Canva is also great because they have templates with built-in aspect ratios for most post types across all major social media platforms.
Hootsuite
Hootsuite is a social media management platform. It makes organizing your content and scheduling your posts across platforms easy. This company also offers a free version.
As of November 1, 2021, the free package allows one user to schedule five messages across 2 social media accounts.
However, since you'll want to post content on the big three platforms, you may want to consider purchasing a Hootsuite subscription.
Pixabay
Pixabay is a free image-sharing website. These photos are free to use (even for commercial use). Just double-check the description on the off chance that there are stipulations.
A variety of image types are available for free use, such as photographs, illustrations and vectors.
How to Master Each Social Media Platform: Easy Formula with Real Life examples
Now that you know the basics of how to manage your social media platforms, let's get into how to master them.
Engagement is key. The most successful pages have identified their industry's social media culture and nestled themselves within it. Then, they create their own community within the existing motorcycle community on that platform.
Remember, a social media community is a network of users, influencers and brands with similar interests who share and engage with each other's content. (i.e.: creating original content, resharing posts, remixing videos, inside jokes, memes, etc.)
It is your job to learn about each platform's motorcycle community, engage with it and create a sub-community within it.
Let's use the Instagram motorcycle community as an example. For example, you can remix a trending Reel, but make it your own by using it to promote an upcoming sale or event at your dealership.
Elements of Engaging Content
Before we go into detail about how to successfully engage with your audience by platform, let's explore the components of engaging content: inspire, relate, entertain, inform.
Inspire
Many users go on social media platforms to be inspired as it relates to their everyday lives. They follow accounts geared towards their current hobbies and new interests.
The goal is to captivate your audience. Learn their goals and dreams. You can even ask them these questions via polls. You can also take a look at your insights to see which types of content get the most engagement.
For example, many riders aspire to own a vintage model, learn how to do their own repairs or simply buy a motorcycle stress-free.
Relate
Companies partner with influencers because they can have interactions with users that are more personal than a company/brand can.
Partnering with macro-influencers (100,000-1 million followers) is an effective way to boost the visibility of your brand within the online motorcycle community.
A cost-effective way to introduce influencers to your audience and boost engagement is to start by reposting content from micro-influencers (10,000-50,000 followers).
People also tend to trust the opinions of individuals vs company advertisements. Partnering with a motorcycle influencer makes potential customers more open to purchasing your products and services.
If you do decide to partner with an influencer, you must follow each platform's rules for partnership/sponsorship disclosure. And, if you repost content, always tag the creator or influencer and give them credit for their content in the comment section.
You could also feature your dealer reps or sales managers in your content. Riders relate to other riders. If they don't have experience in front of the camera, the best thing to do is take notes from successful influencers.
If everyday people can make engaging content with very little experience and resources, so can your dealership. Start small, invest in a ring-light and smartphone. This is a good place to start.
The best way to create relatable, authentic content is to be yourself and let your personality shine through.
Entertain
The original purpose of social media was to provide a place for those with similar interests to communicate and share information. However, now, it is also a platform for entertainment.
You should share motorcycle content that is relatable, funny or interesting to your audience. Entertaining content will keep your audience coming back for more.
Remember to post this type of content regularly to maintain your audience's interest. Use a mix of reposting other content, remixing other content and creating your own.
Inform
Many people follow specific accounts to learn more about topics they are interested in.
You could share information on new models, how-tos for minor repairs, model comparisons and information about your dealership.
It's important to share information on your social media platforms to establish authority. People are more likely to make purchases from companies they trust and see as an authority in their industry.
The Key to Creating Engaging Content by Platform
Each platform has its own essence or personality so to speak. It's important to match your content to the nature of the platform you're posting to.
Do not post the same content on all of your pages. Generally speaking, content should be unique to each platform. This is because user expectations on each platform are unique. Shared content can include things like big announcements, new releases, rare/custom models, etc.
Facebook is the perfect platform for sharing information. Facebook allows users to share links on stories and posts. (Not all platforms have this capability). Therefore, you can use Facebook as a tool to funnel users to your website.
Facebook is a platform where users typically connect with people they actually know in real life. Therefore, it's important to curate content that feels natural and authentic.
This also makes Facebook perfect for sharing events.
You can use the event tool to create events for video chats with Facebook Messenger Rooms, to broadcast with Facebook Live or use an external link. You can also create an event post for an in-person get-together at a specific location.
Users can even let others know if they plan to attend or are interested in attending and invite others.
Instagram is a visual platform. In addition to beautiful photos, it's also great for posting entertaining videos, inspirational posts and infographics.
Content that is visually appealing/aesthetic works well on this platform. It should feel natural but polished.
Relatable, funny and/or thought-provoking content also works well on Instagram.
Instagram users love video content, and the hottest thing right now is Reels. Therefore, you can use them to boost engagement.
Use popular voiceovers (lip-syncs) and trending Reels songs to get the Instagram algorithm to place your reels on your follower's feeds as well as the explore page/feed.
Witty, clever Tweets are a part of Twitter's culture, and they are prime candidates for retweets. Just make sure all posts are tasteful and respectful to all communities of people.
Video is also extremely popular on Twitter. However, it's important to note that Twitter users read text more than users on other platforms. Therefore, if you have big news to share, (i.e. grand openings, sales, events, incoming models), make sure you share it here.
On Twitter, not all content is expected to have a visual, like on Instagram for example. Instead of lengthy videos, GIFs are popular on Twitter. Consider adding a GIF to a text-only Tweet to boost engagement.
In Conclusion
Growing communities on social media platforms takes time, but it's well worth the effort.
Now that you have the tools to grow your business using social media, it's also time to think about the other elements of your online marketing plan.
Check out our online marketing guide for dealers. It explains the elements of online marketing and gives you step-by-step advice on how to develop a marketing strategy for your business.
For any inquiries on what ChopperExchange can offer your business, feel free to contact us at sales@chopperexchange.com or (800) 523-7274.