Fairbanks Nissan Influence 144 Sales Online

Fairbanks Nissan, a car dealership in Fairbanks, Alaska, has gone from struggling to stand out… To becoming the ‘Go-To’ dealership in their market faster than anyone could have predicted.

Within a year, they’ve had over 2.5M impressions online, generated 1175+ 1st Party Leads, and influenced 144 sales just through Facebook and Instagram alone.

Fairbanks Nissan is a glowing example of how strategically placed content can significantly boost a dealership's overall performance.

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They Didn't Want To 'Blend In' Anymore

Operating in a competitive market, Fairbanks Nissan was struggling to stand out. Traditional advertising methods were helping to generate a few sales, but the wider impact had them falling in line with every other dealership in the area. They knew from the customers' perspectives that they talked the same, looked the same, and felt the same as most of their competitors, but they didn’t know exactly what to do to fix it.

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Strategy

Our strategy to build a brand for Fairbanks Nissan that was recognized as the go-to dealer in their area, can be broken into four parts:

1. Understanding the Audience: DealerSmart conducted extensive research to understand the interests, preferences, and pain points of potential customers. This helped in crafting content that resonated with the audience under DealerSmart's three-pillar strategy, utilizing senior media buyers and Meta’s powerful algorithm to find the ideal clients. This approach helped Fairbanks Nissan sell 144 cars last year through the program.

2. Content Creation: Fairbanks Nissan produced a variety of content types to stand out and keep customers top of mind. They focused on DealerSmart's three-pillar strategy, which emphasizes informative, testimonial, and fun content to elevate their brand.

3. Social Media Focus: Leveraging Facebook and Instagram ads as primary platforms, the dealership entrusted DealerSmart to push its content, stay relevant, and influence customers to take action.

4. Call-to-Actions (CTAs) / Retargeting: Each piece of content included compelling CTAs to encourage viewers to take the next step, such as visiting the dealership, calling for more information, visiting the website, or submitting a lead form. Fairbanks Nissan also utilized retargeting strategies to re-engage visitors who had shown interest in their website, targeting these customers for up to 180 days to move them further down the buying cycle.

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What Happened?

Over the past year, Fairbanks Nissan have become a ‘Go-To’ dealership in their market achieving:

- 2,621,346 Impressions: The content reached a vast audience, significantly increasing the dealership's visibility and brand awareness.

- 1,175 Qualified ‘Direct’ Leads: The engaging and informative content successfully converted viewers into potential buyers, generating a substantial number of qualified leads.

- 144 Sales: The dealership's strategic use of content led to 144 sales directly attributed to their Facebook and Instagram efforts.

- Cost Efficiency: With a cost of $172 per sale, the content strategy proved to be a cost-effective method for driving sales compared to traditional advertising methods.

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In Conclusion:

Fairbanks Nissan's success story is a testament to the power of ‘Compelling Content’ in driving sales and customer engagement. By creating relevant content, and leveraging social media platforms effectively, the dealership not only increased its visibility but also generated substantial leads and sales. 

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