In 2022, Facebook made a significant change to its Marketplace platform, which had a direct impact on businesses, including dealerships. The social media giant removed the ability for businesses to directly post their inventory on Facebook Marketplace. However, there are still ways for dealerships to tap into this valuable platform and reach potential buyers.
Why is Facebook Marketplace Important for Dealerships?
With over 2.8 billion monthly active users as of 2021, Facebook remains one of the most popular social media platforms worldwide. Facebook Marketplace, in particular, offers dealerships several key advantages:
Massive User Base: With millions of people actively using Facebook Marketplace, it provides a vast audience for dealerships to showcase their inventory.
Local Targeting: Marketplace allows businesses to target users in their local area, making it an effective tool for reaching potential buyers nearby.
Cost-Effective: Compared to traditional advertising methods, promoting inventory on Facebook Marketplace can be cost-effective, especially when using the right strategies.
User Engagement: Facebook Marketplace encourages user engagement through messaging, inquiries, and comments, enabling direct communication between dealerships and potential customers.
Visibility: Listings on Marketplace can attract organic traffic, enhancing the visibility of a dealership's inventory.
Now that we've established why Facebook Marketplace is important, let's explore the two methods for dealerships to get their inventory on the platform in 2022.
1. Using Facebook Ads
While businesses can no longer directly post their inventory on Facebook Marketplace, they can still leverage the platform through Facebook Ads. Here's how it works:
Create Ads: Dealerships can create vehicle inventory ads within Facebook Ads Manager. These ads are typically in the form of "sponsored" listings and will appear in the Marketplace section.
Targeted Reach: Dealerships can precisely target their ads based on location, demographics, interests, and more. This ensures that their inventory is seen by potential buyers in their target market.
Ad Budget Control: Businesses have control over their advertising budget, allowing them to allocate resources efficiently.
Engagement Tracking: Dealerships can track the performance of their ads, including the number of clicks, impressions, and conversions.
While this method allows dealerships to showcase their inventory on Facebook Marketplace, it's essential to note that these ads will appear as "sponsored." Therefore, they may not blend in seamlessly with organic listings.
2. LocalShift's Facebook Marketplace Solution
Understanding that Facebook Marketplace aims to facilitate people-to-people selling, LocalShift developed a solution to help dealerships continue leveraging the platform effectively. LocalShift's approach involves automating Facebook Marketplace postings through a unique strategy. Here's how it works:
Personal Pages: LocalShift's solution posts vehicles from the designated Sales Reps' personal pages rather than the dealership's official page. This aligns with Facebook's desire for a more personal touch on Marketplace.
Automated Posting: The product automates the posting process, ensuring that a dealership's inventory regularly appears on Marketplace without manual intervention. New inventory will automatically be posted and any vehicle sold
will automatically be marked so on Marketplace.
Lead Forwarding: LocalShift provides the option to forward leads generated from Marketplace inquiries to a dealership's CRM (Customer Relationship Management) system, streamlining the sales process.
Dashboard Tracking: Alternatively, dealerships can track lead numbers and performance metrics conveniently through the LocalShift dashboard.
This approach allows dealerships to maintain an active presence on Facebook Marketplace while adhering to Facebook's guidelines and preferences. By using Sales Reps' personal pages, dealerships can create a more personal and engaging experience for potential buyers.
In 2022, Facebook's decision to remove direct posting capabilities for businesses on Marketplace posed a challenge for dealerships. However, two viable methods remain for dealerships to get their inventory on Facebook Marketplace: using Facebook Ads and leveraging LocalShift's Facebook Marketplace Solution.
While Facebook Ads offer precise targeting and tracking options, listings will be marked as "sponsored." On the other hand, LocalShift's innovative solution automates posting through Sales Reps' personal pages, aligning with Facebook's people-to-people selling vision. This method provides the additional benefit of lead forwarding and tracking through their dashboard.
In conclusion, Facebook Marketplace continues to be a valuable platform for dealerships to connect with potential buyers, especially given its massive user base and local targeting capabilities. Adapting to the changes brought about by Facebook's new policies is essential for staying competitive in the automotive industry. By exploring the available options and choosing the method that aligns best with their goals, dealerships can continue to thrive on Facebook Marketplace in 2022 and beyond.