TikTok From Scratch
TikTok From Scratch
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SUMMARY
SUMMARY
ZAG Motors is a used car dealership that decided to implement social media to their marketing efforts, more specifically TikTok. I carefully crafted a social media strategy that not only allowed the account to reach over 11M people but also fostered meaningful conversations with potential customers.
WHO IS ZAG MOTORS
WHO IS ZAG MOTORS
ZAG Motors is a family-owned used car dealership with over 19 years of experience in the industry. They offer financial options for every type of credits, helping people from all backgrounds to get the car they deserve. Back in 2023 ZAG Motors took the step to the future by adding a Social Media Marketing department to the team to stablish themselves in the online landscape.
THE CHALLENGE
THE CHALLENGE
ZAG Motors faced several key challenges:
Building an audience from scratch on a platform dominated by young users.
Creating engaging content that would resonate with potential car buyers.
Stablishing a social media presence in an industry often viewed with skepticism
THE APPROACH
THE APPROACH
I began by testing various types of organic content to identify and understand the audience that I was growing. This experimental process helped me understand:
Which content formats performed best
Optimal posting times and frequencies
Production requirements and resource allocation
After that, strategic content pillars were developed:
Top of Funnel: Entertainment content about cars and the automotive industry
Middle of Funnel: Detailed vehicle showcases and educational videos
Bottom of Funnel: Customer testimonials and specific vehicle specials, promotions and benefits content.
THE RESULTS
THE RESULTS
TOP FUNNEL- LETTING THE AUDIENCE KNOW WE ARE HERE
TOP FUNNEL- LETTING THE AUDIENCE KNOW WE ARE HERE
This type of content focused on reach and engagement, always showcasing our inventory, customer service and our brand voice.
MIDDLE FUNNEL- MAKING THE PRODUCT DESIRABLE
MIDDLE FUNNEL- MAKING THE PRODUCT DESIRABLE
A key factor about this pillar is to make the product desirable for the customer, and we achieve that by:
Showing our team as friendly and welcoming potential customers.
Showcasing vehicle features.
Creating educational videos.
Posting easy-to-consume videos that are engaging but making our product desirable.
BOTTOM FUNNEL - ANSWERING QUESTIONS TO TAKE THE NEXT STEP
BOTTOM FUNNEL - ANSWERING QUESTIONS TO TAKE THE NEXT STEP
While we created ad-liked videos, it is always with the intention of showing not only our inventory but showcasing our team's personality.
The objective is to make the audience feel like they know the team and feel more comfortable not only to visit our store but to make a purchase.
CONCLUSION
CONCLUSION
ZAG Motors' success on TikTok demonstrates the power of strategic social media marketing in the automotive industry. By creating targeted content for each stage of the buyer journey and maintaining consistent engagement, we built a strong digital presence that complements ZAG Motors' physical dealership.
Additional Notes
Additional Notes
I am in charge of:
Scripting
Set up
Planning
Recording
Editing
Posting*
*Ads and boosted posts have been set up by the owner.
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