Different Target Audiences Within an Industry

Depending on the company’s focus, the entire marketing strategy changes:

• Local Car Dealerships with a Focus on Service
• Manufacturers with global brand communication and product launches
• Fleet providers serving B2B customers rather than individual customers
• Electric Mobility and New Topics That Require Explanation
• Workshops with a Strong Emphasis on Trust

Leveraging Visual Strength

Vehicles are a highly visual product, which generally plays right into the hands of social media.

An observation from several dealership campaigns: Short videos shot directly in the shop or on the lot often generate more engagement than polished manufacturer product photos—in this industry, authenticity is increasingly beating out glossy imagery.

At the same time, the shift toward electric mobility is changing the landscape.

• Vehicles are visually compelling products
• Social media is well-suited to this
• Electric mobility is changing the landscape

Seasonal Themes and Model Changes

The automotive industry follows its own seasonal rhythms: tire changes in the spring and fall, inspection promotions, new model years, and discount campaigns at the turn of the year provide recurring opportunities for content.

• Tire changes in the spring and fall
• New model years as an opportunity
• Discount promotions at the turn of the year

Arrange Test Drives and Financing Digitally

Many purchasing decisions in the automotive sector now begin online, long before a dealership is even visited. Social media campaigns that lead directly to scheduling an appointment significantly shorten the path from initial interest to an actual visit.

• The purchasing decision often begins online
• Campaigns that lead directly to scheduling an appointment
• Shortening the path to a visit

Used Cars and Existing Customer Care

In addition to the new-car business, the used-car market plays an equally important role for many car dealerships, often with a different target audience and greater price sensitivity. Maintaining relationships with existing customers via social media is also frequently underestimated—for example, through reminders about upcoming inspections, seasonal service offers, or exclusive benefits for repeat customers. An existing customer who already trusts a dealership can usually be persuaded to make a follow-up purchase at a significantly lower cost than a completely new prospect, which is why this customer retention pays off in the long run.

• The used-car market is often underestimated
• Reminders about upcoming inspections
• Existing customers are more cost-effective than new customers

Local Visibility for Car Dealerships

For car dealerships and repair shops, local visibility is usually the top priority, such as when reaching out to customers in their immediate catchment area.

• Local Visibility Is a Top Priority
• Customers in the immediate catchment area
• Prioritize regional outreach

Proximity to Logistics and Industry

When it comes to commercial vehicles and fleet solutions, automotive marketing overlaps significantly with logistics marketing, as well as with traditional industrial target groups.

• Overlap with Logistics Marketing
• Proximity to Industrial Target Audiences
• Focus on Commercial Vehicles and Fleets

Follow the manufacturer’s specifications and corporate identity guidelines

Car dealerships that are authorized dealers for a manufacturer must often comply with the manufacturer’s trademark and design guidelines in their own communications—for example, regarding logo usage, color schemes, or permitted advertising messages. We therefore coordinate campaigns with these guidelines early on to avoid conflicts with the manufacturer while maintaining sufficient flexibility for the dealership to communicate independently and effectively at the local level. This balance between brand guidelines and local distinctiveness often determines how authentically a dealership is perceived in its region.

• The manufacturer’s brand guidelines
• Coordinate campaigns early on
• Balance between guidelines and individuality

Review Management for Car Dealerships

Customer reviews regarding the purchasing experience, service, and advice are increasingly influencing the choice of a car dealership more than traditional advertising. Active review management—including politely addressing negative experiences and specifically asking satisfied customers for feedback—is therefore a standard part of modern car dealership marketing. We help integrate review processes into existing service workflows so that they run seamlessly in the background without requiring additional effort from the team, rather than being a separate, often-overlooked task.

• Customer reviews influence car dealership selection
• Respond politely to negative reviews
• Integrate review processes into service

Car & E-Mobility

One topic dominates news channels worldwide, as well as social networks, e-cars. Even leading nations in car manufacturing, as well as Germany, predict for themselves the change within the next 10 to 15 years, with all their production capacities. We are facing an enormous change and accordingly, marketing for electric car mobility is becoming more and more important. As a social media agency, we were allowed to gain our first experiences early on, because we are fans of the technology ourselves. But as pioneer Henry Ford said, for every dollar you put into your product, you have to have another one ready to make it known.

• Car & E-Mobility

Banks & Financial Products

As a social media agency and consultant, one of our core tasks is performance, which means generating success and success models (for example, when it comes to advertisements): financing, account opening, share deposit. We have already gained a lot of experience with financial service providers, up to payment providers, a wide range of references. Social networks have changed and segmented extremely. TikTok and Instagram for the young, Facebook for the slightly older and YouTube for the big crowd, plus apps like Twitch, Tinder and podcasts, many ways to reach people. Plus, of course, other social networks like Twitter and more specialized networks like LinkedIn or Pinterest. We manage your portfolio.

• Banks & Financial Products

Real Estate: House, Apartment & Co.

Living, whether in the house, in the condominium or for rent, social media marketing is becoming more relevant for more and more real estate agencies and agencies, because the numbers speak a clear language! The acquisition of potential prospects and thus tenants or buyers is with few forms of advertising so precisely on a target group alignable but just as accurate in monitoring. After all, individual clicks, e.g. from Facebook or YouTube, can be tracked precisely. Through event tracking, i.e. the tracking of a specific action on the website, paths can be traced and thus ultimately also evaluated, e.g. which campaign had a success of 4.8% and which only told 0.3%. But there we are already in a very deep matter, let’s start with the basics, social media marketing for real estate & housing.

• House & Apartment

Pets: Cat, Dog & Co.

66% see their pet as their “best friend”, 59% as a “cuddly toy”, 37% even see their pet as a “protector” and a full 33% as a “child”. This shows the high, emotional bond between pet and pet owner. Few things are as present in households in this country as pets. Dogs, cats, budgies, hamsters, guinea pigs and many other cute roommates cavort in our living rooms. But how do you reach animal lovers on social networks? Especially when looking at the various social networks, with their individual target groups and interest groups.

• Pets: Cat, Dog & Co.

Food and beverages

There is hardly any other industry with as much competition as the food industry. Not only in the supermarket and at the checkout, but also online, new startups are launched every day, from food delivery services to new vegan or organic products, to energy drinks. An indispensable marketing tool for all: social media. In the last 10 years, social networks have become the ultimate platform for opinions, ideas and recommendations (but also criticism). A good social media agency gives you the right performance, with expertise and experience.

• Food & Beverages

Tax consultants and optimizers

Advertising on Facebook, content for Instagram, explainer videos for YouTube, where do you actually start? Similar to social media marketing for banking and finance, understanding taxes, whether tax accountants for businesses or individuals, is critical to the success of social media campaigns. Community, channel, advertising, learn about social media marketing for tax accountants here. Target businesses (B2B) and individuals (B2C) through social networks such as Facebook, Instagram, YouTube and LinkedIn. The first steps, processes and strategies to build reach.

• Tax consultant

Travel company

Who are you? Where are you going? And how at all? A look at the industry, product(s), target group(s) is the first step. Travel itself is as diverse as places and destinations. Individual travel in a motorhome, a short vacation in the city, with a hotel in a package vacation or on the extended cruise, with the whole family from the travel agency, is enormous. Depending on the destination, period, season. Learn more about social media marketing strategies, at a glance, here. Have more questions? Read more in the related links or contact our tourism experts.

• Travel company

Hotels and hostels

Competition is fierce in the hotel industry, whether it’s a resort, a major city or a trade show venue. But how does it all start? Boutiquehotel, hostel, grandhotel or even special providers such as golf or business hotel, before the community building, before the advertisements: First, it is always about the right advice and strategy for your hotel or hotel brand! Because, money that is not spent is profit: Therefore, focus the tasks, in the social media strategy.

• Hotels and hostels

Cruises

No other industry has generated such large increases in recent years as cruise tourism. Discover distant countries, many destinations in a short time, at the same time wellness and relaxation on board. More and more book a cruise for their vacation, instead of 14 days a location with hotel. The possibilities are extremely diverse, so we would like to give you a small overview of how the current distribution of users is in the social networks and through which ways you can reach your target group most effectively.

• Cruises

Insurances

Insurance and social media marketing initially sound like two completely different areas to many advertising employees! Best practice examples prove it, even the largest insurance companies in Germany barely manage more than 1,000 followers on Instagram. 1,000 followers on Instagram? That’s all you can do? Maybe these insurance companies haven’t found the right social media agency yet!

• Insurances

Gastronomy, craft, … ?! Small business

Many who have a catering business or even a craft business, often think to themselves, social media marketing and advertising in social networks, that brings me nothing! Marketing, ads, that’s something for “the big guys”. Is that really true?

• Gastronomy, Craft, … Social media

Social marketing for new ideas

Social media is the leading medium, not only of a young generation anymore, because pretty much everyone is logged into social networks. Whether heavy users who open three different social media apps every hour or users who only get an update from their circle of friends in the evening.

Targeting and re-targeting: hardly any wastage

Social media marketing is currently the most efficient way of brand communication. In particular, the advantages of precise addressing (targeting) ensures exact coverage and little wastage. In addition, users can be addressed at several contact points, but also addressed again (re-targeting), through advertisements.

In this small guide we want to give you, in cooperation with a social media agency, an overview of how everything works and runs. Here you will also get to know roughly the services!

Brainstorming, workshop, launch!

Step number one in the cooperation is your brand, your product! Because before target group, concept and strategy can be formed, your product and your brand are the starting point of any considerations. This is how the USP is sharpened (unmistakable product features). The red thread, so to speak, for the further course. Of course, this already happens before the first meeting, the first joint workshop. Even if many steps can take place digitally, there is no substitute for a joint appointment and joint communication.

After that, the real work starts at the social media agency, no longer just with our social media experts on the front lines, but with the team behind them.

Strategy development and individual concept

The strategic development of the social media concept is then a very individual solution for each individual customer. The range alone between supplier company, battery manufacturer, electric bike, electric scooter or even electric car and electric bus or truck is huge. Accordingly, of course, the target group and the social networks through which messages are communicated.

While electric trucks are best promoted via a business portal like LinkedIn or Xing, electric bikes are best suited for target groups on Facebook. Scooters, on the other hand, more on Instagram. Just to give you a little insight into how already the product and the target audience has a strong influence on the final choice of communication channels. Because in the end it’s all about performance (sales), this should be designed as efficiently as possible.

Want to know even more about each social network? Read more about the four most popular ones here:

• Instagram agency
• TikTok Agency
• Facebook agency
• Youtube agency

Charging infrastructure is also a focus of e-mobility:

Creatives, postings and campaigns

All preparations and conceptions have ultimately only one goal, creative concepts for postings, campaigns and of course advertising in social networks.

Social media ads

Social media ads in particular bring great advantages for manufacturers. Because of the exact reachability of target groups, e.g. based on interests, age, place of residence, but also other parameters, messages can be sent out as targeted as never before.

Tracking for key figures

Marketing mobility no longer has to take place via large poster campaigns, TV commercials or even newspapers. Advertising in social networks is significantly more effective, more efficient and of course also more measurable, e.g. through indirect data exchange of systems. For example, it can be tracked directly whether advertised persons have visited a website, subscribed to a newsletter or used the color configurator on your own website, for example. The more information you collect about your users, the more you can play them out with a good social media agency.

Campaign management for advertisements

Campaign management for advertisements is therefore also a central factor in the service spectrum of a social media agency. Why? The big goal is reach. However, in a balanced mix of quality and quantity.

You don’t have one poster for a million people, but one ad, for an ad group that may only be 1000 people. For this, it is explicitly adressed, e.g. young parents, tech-savvy people, males or females, certain age groups or even people according to where they live or where they are currently staying.

Contact: Social Media Experts

You want to learn more about the possibilities? Then get in touch with our social media experts now. We look forward to your inquiry!

• Contact