DAMILOLA AINA examines how the expansive and dynamic landscape of social media is driving sales within the automotive sector, exploring the various strategies and trends that contribute to this growth
In an era where digital transformation is reforming industries worldwide, business owners in Nigeria are embracing online marketplaces for growth.
This is because the ability to reach a wider audience, streamline operations, and adapt to changing market dynamics has never been more critical.
The shift towards online commerce in Nigeria has been nothing short of transformative. With the increasing smartphone adoption estimated to reach 140 million by 2025, consumers are more connected than ever before.
A recent forecast by Statista shows that 13 per cent of all sales done in Nigeria by 2026 will be conducted online.
Also, a recent report by Global System for Mobile Communications Association revealed that more than 65 per cent of Nigerians use their social media platforms for business ventures.
This shows the digital space in Nigeria is flourishing, with internet penetration currently at 55 per cent and poised to grow steadily. Auto dealers now increasingly use their platforms to advertise products, making more sales than the conventional means.
This is why businesses are leveraging them to achieve significant growth, overcome challenges, and stay competitive in our digital world.
This connectivity has paved the way for platforms like Facebook and Instagram to transform businesses.
They do this by offering them a powerful tool to reach customers beyond their immediate geographic location.
Every day, these owners post pictures of their car lots, enticing their followers with mouth-watering deals.
These platforms not only offer a space for listing items. They also come equipped with various tools that help businesses optimise their listings, engage with customers, and track performance.
These result in a more streamlined and effective sales process that drives growth and improves customer satisfaction.
The shift towards digital channels has proven to be a game-changer. Particularly in a market where consumer behaviour is largely influenced by online research and comparisons.
Dealers now lean on some of these online marketplaces both for selling and buying cars.
Commenting, the Chief Executive Officer of Peca Prime Cars, Oluwapelumi Popoola, noted the importance of technology to drive sales and visibility.
He stated that technology is a powerful tool that has vastly improved the business of car sales while limiting operational costs.
Speaking in an interview, the car expert said, “Technology as a whole is a powerful tool in the whole world currently, and as an auto dealer and entrepreneur, I leverage technology, which includes social media platforms.
“In auto dealerships, I can say technology and online platforms are needed. This is because you can reach individuals across the globe from the comfort of your phone. While I believe auto dealers should have good car lots, it doesn’t take up the space of media platforms.
“We have platforms that are so advanced that they can restrict your sales to a certain geographical area or pay some amount for subscription and they begin to market it with ads on their page. So I can say online platforms and advertising schemes have helped.”
Making further recommendations, he said, “I am going to advise that auto dealers should take advantage of platforms that are credible or available. Dealers can also come together to create such platforms. With WhatsApp, dealers can create different groups; if we have more online platforms like Jiji and Cars 45, the car business will become more convenient and durable because competition will be high, and everyone will want to do what is right.
“An application where people can order and upload cars. Facebook Marketplace and Jiji are platforms to engage for visibility and sales.”
Also, Levi Bereiweriso, a business owner who specialises in selling cars on Jiji, mentioned the immense benefit of online platforms, noting “I have sold numerous cars to customers all over Nigeria and made profits.”
He added, “Online platforms like Jiji have helped me to stay connected, to stay competitive in the car-selling business. I’ve sold numerous cars to customers all over Nigeria and made profits.
“That’s because over 95 per cent of people who reach out from the platform are genuine and interested buyers.
“I have been able to reach a wider audience, engage with genuine buyers, and ultimately increase sales by listing vehicles online.”
On his part, the Chief Executive Officer of Auto Project, Raymond Iyoha, said the invention of online platforms has reduced the challenge of getting needed cars for appropriate customers through visuals and images.
Raymond, a dealer partner with Cars45 has been sourcing verified cars through the platform for years. He shared one of his biggest challenges before partnering with the platform.
He said, “Our biggest challenge was getting the right car to buy. Sometimes, we end up buying vehicles with security issues. But since partnering with Cars45, when it comes to verification, I’m rest assured.”
“Autoproject has since been able to source verified cars and increase their inventory, without having to travel both far and near. All are facilitated through the online platform.”
One of the key advantages of selling cars through online marketplaces is the ability to provide detailed information and visuals that help buyers make informed decisions.
Unlike traditional methods, where potential buyers might have to visit multiple dealerships to compare vehicles, online marketplaces allow them to do so from the comfort of their homes.
Likewise, dealers now source verified vehicles from the comfort of their offices hassle-free.
These translate to cutting down costs and reducing documentation issues and security concerns.
Steps to build online presence
Improving platform visibility as an auto dealer involves a multi-faceted approach. Here are some key steps:
- Build your website: Ensure your website is mobile-friendly and fast-loading.
- Create profiles on platforms like Facebook, Instagram, and LinkedIn.
- Share engaging content, including promotions, vehicle showcases, and customer testimonials.
- Encourage satisfied customers to leave positive reviews.
- Start a blog that addresses car maintenance tips, industry news, or buying guides.
- Create videos showcasing vehicles or dealership services.
- Build a mailing list and send regular newsletters with updates and promotions.
- Personalise content to enhance engagement.
- Focus on exceptional service to encourage word-of-mouth referrals.
- Implement loyalty programs to retain customers.
By systematically applying these strategies, you can significantly enhance your dealership’s visibility and attract more potential buyers.
