Advertising for Small Dealers on Facebook


Facebook has become a leading channel through which businesses advertise their products and services. It has evolved from simply a social networking site to a lead-generating and converting tool. So what are some real-life experiences that showcase this?

Successful Farming interviewed Brian Scott, a grain farmer in northwest Indiana, and Matthew Sligar, a California rice farmer, about their notable success in using Facebook to reach and resonate with their target audiences. Since the launch of his Facebook page, The Farmer’s Life, in February 2011, Scott has amassed nearly 60,000 followers, and Sligar has built up a successful YouTube channel, Rice Farming TV, through his Facebook following. Here are the key points we took away from their interview about what’s made their pages so successful.

Posts Don’t Always Need to Be Detailed

Scott noted that just because Facebook gives you the opportunity to post longer-form posts compared to Instagram or Twitter, it doesn’t mean you should feel pressured to create a detailed post every time. He’s even found, to his surprise, that his audience is oftentimes most interested in the more mundane things that go into his day-to-day work. They don’t have the vast knowledge that Scott does, so even the smallest things are interesting and new for his followers.

So even if your dealership’s audience is more attuned to your work than Scott’s audience is to his, it still might be valuable to include some of the smaller details and everyday activities of your dealership to give them some insight into how it runs.

Use Multimedia, Not Just Text 

It’s evident that no matter what business you’re in, images and video resonate more with audiences than simple text posts. Facebook also favors these posts in newsfeeds because, naturally, they’re receiving more engagement.

When it comes to video in particular, Sligar says the platform favors posting your videos directly to Facebook itself. Despite this, Sligar has built his YouTube channel to 6.3K subscribers with a creative approach to his videos. The steps in his strategy are as follows:  

• Post the video to YouTube

• Post a link to the YouTube video on Facebook

• Go live on Facebook so that all followers get a notification you’re live

• Mention that a new YouTube video is up on the channel; followers can scroll down to find the link 
It’s a great way of working with Facebook’s algorithm to build a following on both channels!

•Get Involved in Groups

Both Scott and Sligar have found a lot of success in engaging with the right audience by joining relevant groups on Facebook. For example, Scott joined the agricultural group Farm Hats and has actually bonded so much with the other members that he has a running group text with them in which they talk almost every day.

Sligar has found success in sharing his videos with a more targeted audience. For example, if he’s talking about a specific tractor, he can find a group that uses that tractor and share it with them. Therefore, he’s reaching a more targeted audience that is actually using the product.

The Biggest Takeaway
Ultimately, the main message of the interview is to just get started on Facebook! It may seem overwhelming with all the features and attributes the platform has, but even dipping a toe in the water to show your inventory presence in another capacity could be a game-changer for your business. The more comfortable you become with Facebook, the more strategies you can explore. 

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