Community

Share your automotive expertise

2 Write a Blog Post

From "Push" to "Pull": How to Market to Your Social Customer

By Kathi Kruse on Mar 16, 2012

automotive social media kathi kruseOutstanding content is at the heart of every Social Media success story.  Whether it’s Facebook status updates, Twitter messages, or Blog posts, when your customer is interested in what you’re publishing, they will come back for more.  In fact, they’ll look forward to what you’ve got next.  How does a busy dealer, with a traditional sales and service team begin to attract and engage the Social customer?

 

Awesome Content Strategy

Content marketing is new for auto dealers.  We’re used to advertising to the masses and watching the results walk into the store.  Today, people walk into your store alright, but they’ve been online an average of 11 hours researching everything about you.  The sales relationship no longer starts with an Up.  It begins months before you ever see them and it’s built on trust using Social Media.

The old way of advertising was to “push” marketing messages on the audience.  Consumers’ resistance to that model is what made Tivo a household name.  We have to stop interrupting what people are interested in and BE what people are interested in.  Dealers must evolve from advertisers to content marketers.  Great content attracts, beguiles, entertains and informs.  It’s what connects you to your community and keeps them engaged.

Brian Solis of Altimeter Group posted a study recently about the transition businesses must go through in order to stay top-of-mind with today’s consumer.  Due to shifts in consumer attention, dealers have to move beyond short-duration “push” advertising to longer term, often continual, content-driven “pull” campaigns. To do this, it requires a dealer to develop internal processes for content curation and strategy.

Develop Who and Why. You have to know who you’re trying to reach and why.  Identifying your target audience and the kind of information they’re looking for is essential.

Own Your Social Media Content.  Not participating in your content curation and letting a third-party “handle it” is the same as allowing another person speak for you.  Are you willing to take that chance? How do you know they aren’t posting the same content on other dealers’ Social Media? Someone in your store should be in charge of content strategy, creation, approval and governance.

Measure Your Success.  Social Media is only valuable if you use it to meet specific marketing goals.  How will you know if you meet those goals? Tools like the newly-enhanced Facebook Insights, Hootsuite and Sprout Social are all key components to analyzing your progress so you can clearly see your next steps.

You can’t build a great house with a bad foundation.  Take methodical steps to organize these integral parts of your overall content strategy. Social Media is a marketing platform.  It’s a place for consumers to see what you’re all about.  When they like what they see, they buy.

Have you developed a strong content marketing plan that works for your business?

Kathi Kruse
Social Media coaching & Training
www.krusecontrolinc.com

 

Comments

Kathi this is a great read. Thank you for sharing and highlighting the importance of building a strong foundation along with a strong content marketing plan. It seems so many out there still today are just "winging" their social strategy and hoping for some type of result. Thank you for sharing the "analytic tools" for everyone to measure what they are doing. Great post.

Mar 27, 2012

Thanks Chris! Yep, #1 rule is know your audience. #2 is know yourself/your brand. I, too, see a lot that are "winging" it. No wonder they think Social Media doesn't work. Winging it never sets you up for success. The strength comes from within the operation. A great system involving employees will help dealers create great content!

Mar 27, 2012

Kathi, you should write a Social Media Bible. I would preach from it daily! Thanks for another great post and the tips. :)

Mar 27, 2012

Haha...Hallelujah! Thanks Brian :-)

Mar 28, 2012

Oops, I mean Bryan :-) (It's early here in So Cal, my fingers aren't awake yet).

Mar 28, 2012

Comments 1 - 5 of 0

You must be logged in to comment

Login Create an account

Add your comments:

   

Kathi Kruse's Recent Posts

Related Posts

  • Buyer Intent

    Often, dealerships wonder why ad agencies don't buy generic search terms related to their models.  Honda dealers want to know why they aren't showing up for one-word searches such as "Civic" or "used Honda".  The reason is actually quite simple: it all comes down to buyer intent. If an automotive dealer wants to buy one-word search terms, they should realize that they will be capturing visitors that may not be ready to make a purchase just yet.  In most cases, given a limited budget, a better solution is to avoid using these terms and instead focus on purchasing deep funnel long tail terms that signify clear buyer intent.  This is also known as Zero Moment retail. For example, someone looking for a car might search ‘used car’ in Google.  In this case, the shopper doesn’t know what he wants, other than that he wants to buy a used car.  At this point, he is most likely researching what is available rather than settling on a particular vehicle to purchase - he has what is ca...Read post

  • Passive Intent - A Thought Technology I Learned from Warby Parker

    Passive Intent a phrase you wont find anywhere. Because for the most part it's somewhat contradictory. However the intention of being passive seems like an idea that we probably could all get behind.Read post

  • Should Dealers Target Everybody or a Selection of Buyers with their Advertising?

    At first glance, it's an easy question with an instant answer. Car dealers want to target everyone within driving distance with their message. As Ripley said in Aliens, "It's the only way to be sure." Upon closer examination, problems start to pop up. Even if we assume that "everybody" is actually a large portion of the audience (since you can't reach everybody from a literal sense), there are still holes in the strategy. Those who have extremely large marketing budgets could do it, but even then they really shouldn't. Here's why: At any given moment at most 3% of the adult driving population is in or near the market for buying one of your vehicles and that's if you have a very popular brand. For many brands it's under 1%. Reaching all of them requires large mass-media buys and a shotgun approach. Based upon diminishing returns, the second $10,000 can be less effective than the first, the third $10,000 will be less effective than the second... etc. Targeting is getting much, much...Read post

  • Yelp! WTF

    I’m not complaining about this at all. We could use more of these 5 star reviews to actually stick. But, it does make me wonder… Read post

  • Celebrate Summer with All-Star Baseball

    Every year, thousands of Major League Baseball games are played with millions in attendance. These same baseball fans are gearing up for the long awaited All-Star Game coming up July 14th.  Believe it or not, your dealership can leverage these enthusiasts’ excitement to drive sales and service business. How, you ask? With creative, relevant marketing. Check out these three ideas to celebrate summer with All-Star baseball. Get Active Here in Cincinnati, if the Reds combine 11 strikeouts during a home game, LaRosa’s (a local pizzeria) allows every fan with a ticket from that game to redeem it for a free pizza. This is an example of how a local business can get involved with the sport of baseball to promote their brand. Similarly, your dealership could offer discounts for events that transpire during the All-Star Game, such as offering $10 oil changes if a local player hits a home run or a similar promotion that may fit your particular business model.  Create a Contest Everybody l...Read post

  • 5 Simple Link Building Strategies for Small Businesses

    When someone new to digital marketing reads about link building strategies, it’s likely a confusing and stressful experience. The reason is, most people try to complicate the process to sell services by convincing you there’s something proprietary about their methods. Now, most businesses should consider SEO or link building services if they want to get results, but the cost is something many small businesses simply can’t afford. But instead of just forgoing link building altogether, you need solutions that fit your business, right? That’s why I’ve put together a list of five simple link building strategies that small businesses can start immediately. So take notes and start building links!   Sponsor Something Locally or Create Your Own Event Local businesses are often asked to sponsor events, children’s sports teams, and school functions. And while many see some of these are charitable or simply promotional, most of the organizations looking for sponsorship wou...Read post

  • Preempt Lease-End Competition for Your CPO Inventory

    The combination of consumer demand, increasing off-lease supply, and record-setting lease penetration is creating what could be sustainable momentum for the certified pre-owned (CPO) market. To provide context, consider the following market dynamics: Lease originations exceeded 3.5 million in 2014, Manheim reports—their highest level since 2000. CPO sales increased nearly 11% last year and accounted for 20% of used car sales in 2014, according to Edmunds.com. TrueCar notes that CPO sales this year will total more than 2.5 million units, predicting 2015’s supply of one-to-five-year-old used vehicles, including CPO, at 10.4 million units. As these market dynamics unfold, used car managers will need to source CPO inventory more wisely than their competition. To help stay ahead and grow market share, I suggest two strategies: Obtain CPO inventory from nontraditional sources. Get ahead of banks and lenders, lease-conquest marketers, and other dealers before lease-end. Executing ...Read post

  • Managed vs Self-Serve Chat

    The automotive industry is really starting to come around to the idea that they must have chat on their websites. It has moved from being a luxury to becoming a requirement due to the increased use of mobile and the trend towards real-time communication. Now, the debate has been shifting to an old question: manged or self-serve? There are advantages and disadvantages to each that we've discovered and we'd love to hear from the DrivingSales community about their opiinon. As we covered on a recent blog post, the reasons for managed are plentiful: 24/7 Coverage Professional, Consistent Responses Experience of Managing Chat Constantly Proven Scripts Over Off-The-Cuff Replies For every argument, there's a counter-argument. Self-serve chat software has its own advantages: Live Answers to Inventory Questions Direct Appointments Instead of Inquiries Dealership Personality Again, we offer both so we have all of the horses in this race. We simply want to know what you guys think. What...Read post