Importance of Advertising Your Inventory on Facebook

Facebook has clearly become a leading resource for businesses to advertise their products and services. It’s evolved from simply a social networking site, to a lead generating and converting tool. We’ve talked a lot in the past about how Facebook can benefit your business, something that this story from Successful Farming demonstrates quite clearly.

Successful Farming interviewed Brian Scott, a grain farmer in northwest Indiana, and Matthew Sligar, a California rice farmer, about their notable success in utilizing Facebook to reach and resonate with their target audience. Since the launch of his Facebook page, The Farmer’s Life, in February 2011, Scott has amassed nearly 60,000 followers, and Sligar has built up a successful YouTube channel, Rice Farming TV, through his Facebook following. Here are the key points we took away from their interview about what’s made their pages so successful.

Posts Don’t Always Need to be Detailed

Scott noted that just because Facebook gives you the opportunity to post longer form posts compared to Instagram or Twitter, it doesn’t mean you should feel pressured to create the most detailed post every time. He’s even found that to his surprise, his audience is oftentimes most interested in the smaller and more mundane things that go into his day-to-day work. They don’t have the vast knowledge that Scott does, so even the smallest things are interesting and new for his followers.

This means that even though your dealership’s audience might be more attune to your work than Scott’s audience, it still might be valuable to include the smaller details and activities inside your dealership to give them some insight into how your business runs.

Use Multimedia, Not Just Text!

It’s evident that no matter what business you’re in, images and video resonate more with audiences than simple text posts. Facebook also favors these posts in newsfeeds because naturally, they’re receiving more engagement.

When it comes to video in particular, Sligar says the platform favors posting your videos directly to Facebook itself. Despite this fact, Sligar has built his YouTube channel to 6.3K subscribers with a creative approach to his videos. The steps in his strategy are as follows:  

  1. Post the video to YouTube
  2. Post a link to the YouTube video on his Facebook
  3. Go Live on Facebook so that all his followers get a notification he’s Live
  4. Mentions that a new YouTube video is up on the channel and followers can scroll down to find the link.

It’s a great way of working around Facebook’s algorithm to continue building a following on both channels!

Get Involved in Groups

Both farmers have found a lot of success in engaging with the right audience by joining relevant Groups on Facebook. For example, Scott joined agricultural group, Farm Hats, and has actually bonded so much with other group members that he has a running group text with them in which they talk almost every day.

Sligar has found success in sharing his videos with a more targeted audience. For example, if he’s talking about a specific tractor, he can find a group that utilizes that tractor and share it with them. Therefore, he’s reaching a more targeted audience that is actually using the product, instead of a much wider audience.

The Biggest Takeaway

Ultimately, the biggest take away from the interview is to just get started on Facebook! It may seem overwhelming with all the features and attributes the platform has, but even dipping a toe in the water to show your inventory presence in another capacity could be a game-changer for your business.

The more you become comfortable with Facebook, the more strategies you can explore, and we can help! A great way we help dealers get started on Facebook, without the hassle of managing regular posts and content is through our Inventory Broadcaster service.

Contact us at marketing@commercialwebservices.com to hear more about how you can seamlessly get started on Facebook and start attracting more customers!


Kelsey Fritz
Kelsey is the Marketing Coordinator at Commercial Web Services where she monitors the latest marketing advancements to better educate dealers on marketing trends that can further their business goals.

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