Earlier this week, we stumbled across this Facebook ad from Waldorf Ford and Dodge, a car dealership in Maryland that’s using Facebook and YouTube to attract new customers. But they’re not just using these channels to boost their page views and get more attention; they’re actively trying to solve their customers’ problems, reduce likely obstacles to a car purchase, and create a friendly bond between the brand and the potential purchaser.
Here’s one of their videos, in which they try to demystify some of the acronyms and jargon you find in most car sales brochures:
On the surface, this video may seem simple, but Waldorf’s big-picture approach to inbound marketing, we bet, is really paying off.
- This video is part of an ongoing weekly video series.
- They’ve created recurring characters who star in their videos.
- They use humor to find common ground with their customers.
- They’re not afraid to poke fun at their own industry.
- The information they provide is actually useful.
Most importantly, this video is a conversation-starter. They’re not expecting it to directly sell cars.
Their real goal with this kind of social advertising is to convince prospective car buyers that they’re a dealership worth visiting in person. That’s where the sale will be made. And while you’ll probably shop around when you’re in the market for a new car, Waldorf thinks you’re more likely to buy from a dealership that comes across as a friend.
Also, it’s worth noting that while we found this video through a Facebook ad, that ad doesn’t actually drive traffic to Waldorf’s Facebook page. Instead, clicking the ad takes you to Waldorf’s YouTube channel. Perhaps Waldorf is betting that showing you a wide array of videos in one place is the best way to convert visitors to buyers, rather than anchoring you to a Facebook page that you may never see again.
What do you think? Is Waldorf Ford and Dodge creating valuable media that supports their long-term sales goals? How it does make you think about them as a brand?
DISCLAIMER: Waldorf Ford and Dodge is not (and never has been) a client of Abstract Edge, nor did we create any of their media. We found them entirely by accident, through what we presume was a geographically-targeted Facebook ad.
Want to create media that supports your sales goals? Ask us; we can help!
Don’t miss another post!