Dealerships are no strangers to change, especially now with all the vehicle innovation that’s being introduced, as well as the flexibility consumers now have with shopping and buying.  Professionals in the automotive industry have learned that, to be successful, they need to be able to turn on a dime and adjust to whatever comes their way—and even better, those leading change and setting the curve for everyone else are the ones who will continue to come out on top.  And what about the ones who are still sitting back waiting for change to slowly reach them?  You’re going to want to go ahead and put on your turn signal, get into the passing lane, and leave them in the rearview mirror—because change is already here!

Fast and Furious

President of General Motors, Dan Ammann, said, “We see more change in the next five years than there’s been in the last 50.”  Dealerships everywhere can expect the rapid pace of innovation to continue—and even accelerate—as more manufacturers, technology partners, and even financing partners get in on revolutionary changes that are reshaping the automotive industry.  In 1990, when GPS navigation systems were introduced by Mazda, it was a big deal to think about saying good-bye to paper maps and relying on in-vehicle innovation to guide drivers to their destinations.  Since then, however, technology—both in-vehicle and in general—has exploded onto the scene, delivering powerful solutions for both businesses and consumers.  And it’s showing no signs of slowing down.

Your dealership is positioned to gain tremendously by standing out as a leader, especially during a time when some businesses are still dragging their feet and trying to do the same things they’ve always done.  Consumers today are busy, and they’re looking for businesses that appreciate their time constraints, their need for efficiency, and their affinity for technology.  Shoppers have heartily embraced changes in the marketplace, namely because their lives are made easier through innovation, so when you pave a path for your dealership to step up and embrace change, you’ll stand out as a business that’s interested in the needs of modern shoppers.

To get you started on the right track, check out a few things today’s consumers are interested in:

• Expediency.  Car shoppers want to save time.  One of the biggest complaints customers have about the car-buying experience is the lengthy process.  From start to finish, from vehicle selection to final paperwork, it can seem endless—especially if you’re the one on the waiting end of the process.  As a dealership, work on ways to speed up processes, or at the very least, improve communication between steps to keep customers informed of what’s going on behind the scenes.  Often, customers will be more patient just knowing the wheels are turning.  Innovative platforms like AutoAlert’s Pando are helping modern dealerships improve collaboration and communication between every department, ultimately making processes more efficient and improving communication overall.
• Savings.  Your customers want to know they’re getting the best deal.  Often, they’ve already done their homework and are walking into your dealership prepared with the knowledge of what they want to buy and what they want to pay.  You’ll do best with modern consumers when you offer straightforward pricing and haggle-free deals.  Shoppers who are in a hurry want to get to the best deal quickly, and they already have an idea of what’s fair, so you’ll be doing your dealership a favor by reviewing your pricing strategy and opting to deliver the best deals early in your customer interactions.
• Online convenience.  You may not be selling vehicles online, but there are several things you can do to ensure your customers’ online experience with your dealership is excellent.  Since shoppers are accustomed to turning to online sources for a majority of their needs, you’ll want to make sure your website is appealing, responds quickly, and is updated regularly with the latest makes, models, and current prices.  Today’s consumers are so used to speed and convenience, in fact, that a recent shopper study confirmed over half will leave a site that doesn’t open in 3 seconds or less.  It’s also wise to consider offering shoppers time-saving options like being able to fill out preliminary financing or trade-in paperwork online.  These experience-boosting efforts will pay off for your dealership in the long run!
• Personalization.  In a market that’s full of competition, you’ll stand out to consumers when you remember their shopping preferences.  Personalization is an impactful way to let customers know you’re paying attention, and chances are, if you’re more quickly able to meet individual customer needs, you’ll have a better shot at keeping shoppers on your site and in your dealership.  When it comes to online consumers, marketers have seen an average increase of 20% in sales when they deliver personalized experiences, and emails with personalized subject lines are 26% more likely to be opened.  There’s a wealth of data available to dealerships, and when you leverage all the in-market consumer insights that are at your fingertips, you’ll end up closing more deals.  Dealerships have discovered AutoAlert’s One-to-One Intelligent Marketing and are successfully gaining more consumer insights and reaching exactly the right customers at the right time—with the right information.  When you invest in a powerful and comprehensive platform, you’ll know more than ever about in-market customers, and you can deliver the best solutions for every shopper need.

This month is all about leading change to lead the market.  Your dealership will stand out as an innovative choice for modern shoppers when you step away from the crowd and embrace the changes that are already here.  Consumers are looking for convenience, personalization, online shopping, and haggle-free pricing in every buying category, so when your dealership makes these solutions available, you’ll earn the trust and favor of shoppers who’ve been looking for ways to streamline their car-buying experiences for years.

This Week in Social Media

News for the Week of October 31

End Screens Feature From YouTube Available for All

When creators produce great content, it leaves viewers looking for more. End Screens is a great way to engage viewers, both on mobile devices and desktop, and encourage them to view more of videos. The current feature is Annotations, which is a desktop-only tool where links can be attached to creator videos, manually creating an end screen. End Screens is replacing this feature, making it easier to allow further reach via both mobile and desktop. Dealerships, continue to provide your followers with quality content via new and improved platforms. Give them a way to access all the content you have, as well as plenty of great reasons to view what you’re posting.  YouTube’s new tool offers you an improved way to engage viewers and allow them to easily access more of your content.

Facebook Offers Online Courses for Journalists

Courses are now available online via Facebook’s global training program, Blueprint. Facebook’s online courses for journalists were inspired by conversations with editors and journalists from around the world who wanted a way to gather in a single location to learn about the tools, products, and services Facebook offers. The focus of these courses will be based on three main ideas: discovering content, creating stories, and building audiences. These courses will include topics such as how journalists can utilize Facebook and Instagram, including product courses on Facebook Live, 360 photos and videos, and Instant Articles. Dealerships, don’t shy away from this opportunity because it’s directed toward journalists.  Take advantage of free modules and e-learning that will continually change to meet the needs of Facebook users.  Ensure you’re getting the most out of your social presence by picking up tips and tricks you can use with your very own audiences—and make Facebook work for your dealership.

Facebook Changes Branded Content Policy

Facebook has made a few more changes to its branded content policy, now allowing Verified Profiles to share branded content.  For a while, public figures—like musicians, actors, bloggers, and others—have wanted a way to monetize their content via social, and this update allows them to do exactly that.  By updating the Branded Content Policy, Facebook hopes to incentivize these individuals to share more quality content with fans, which includes branded content.  While the Branded Content Policy has been updated to include Verified Profiles, the overall substance of the policy has not changed, and users remain responsible for ensuring legal obligations are met before posting.  Dealerships, it’s now easier than ever to collaborate with marketers, businesses, influencers, and individuals to share branded content on Facebook.  When you’re creative and dedicated to making interesting, relevant campaigns, it’s worth your time to partner with others who can help ensure your campaigns get the most possible traction in the marketplace.

Bye-Bye, Vine

Twitter recently announced it’s going to be giving Vine the boot, with final good-byes planned within the coming months. This announcement was made shortly after the release of Twitter’s Q3 Earnings Report, where the company revealed other product updates, as well as a plan to lay off somewhere around 9% of its workforce. (The company is currently restructuring to ensure it can still run and operate on its own.) Along with the announcement of Vine’s demise, the company reassured users nothing will happen to the website, the app, or existing Vines today, allowing everyone time to save and view any Vines before final discontinuation. As changes begin to take place, users will be updated via Vine’s Twitter account regarding details and updates. Dealerships, this is a great time to ensure you are staying up to date with consumer preferences and watching changing trends.  If you’re still focused on Vine, it’s time to update your plan!  It’s ideal to know exactly where your audience is hanging out—and then work to build relationships and interact with them there.  You’ll get more interaction, exposure, and traction for your brand, and you’ll save energy by making sure you know where consumers are hanging out before you create your content and post.

Facebook and PayPal Payment Options for Messenger

PayPal has extended its services, now offering payment via Facebook Messenger. Both parties were looking for a way to make mobile commerce easier and smarter, and they concluded that integrating Messenger and PayPal into one easy place to manage transactions and receipts would benefit both businesses and consumers.  A nod to the fast-paced world today’s consumers are accustomed to, this newest functionality streamlines online shopping even more. PayPal customers in the U.S. will have access to this option and will soon be able to receive notifications in Messenger as well. Dealerships, even though PayPal may not be your primary payment source, today’s shoppers are becoming more accustomed to the conveniences of online shopping and payments.  In addition to staying on top of your online messaging, it might be time to consider online payment options for maintenance and service customers to streamline the service drive experience and let customers know you’re all about making things convenient for them.  You’ll stand out as a leader in the industry when you innovate in small ways that offer big-time conveniences for shoppers!

Tip of the Week – Be Responsive to Earn Trust

Consumers are on the lookout for businesses that are responsive and attentive—no matter the industry.  When your dealership demonstrates you care about shoppers and are genuinely interested in interacting with them, answering questions in a timely manner, and providing important information, you’ll build better relationships and make more sales.  It’s as simple as that.  You can change the way customers see you by doing a few simple things:

• Answer all calls. When the phone rings, within operating hours, ensure there’s always someone there to answer it.  It’s a huge turnoff to potential customers when they have to wait on the line, listen to an endlessly-ringing phone, or leave a message on a machine.  (In fact, they probably won’t leave a message.)  When you have someone there to answer every call, you’re letting customers know they can rely on you whenever they need you.
• Reply to every message. You’ll build trust with your customers when you answer every message.  Positive or negative, on Facebook or via text, be sure you answer every message.  It doesn’t take long to respond to feedback, and you’ll be showing both current and potential future customers you’re responsive and interested in ensuring their satisfaction.
• Be timely. Customers are looking for quick responses from you.  In fact, 7 of 10 Twitter users expect responses from businesses, and of those, 53% expect a response in less than an hour!  For your dealership, set a standard window so those who are responding to comments and feedback have a guideline to go by.
• Be ready with the answers. This doesn’t mean you need to know everything; instead work to get the answers your customers need.  It may take some work or some research, but when you do the legwork and provide solid information, you’ll stand out as a reliable source.  And your reliability will build trust, in turn ensuring you sell more cars.
• Offer proactive solutions. Not all customer feedback will be good, so when customers have complaints or issues, be ready to offer solutions.  Most unsatisfied customers just want to know they’ve been heard, and once you offer a personalized response and suggest a way to fix the situation, they’ll likely respond in a positive way.  By reacting proactively, you’re letting them know their business is important to you—and you’re letting future shoppers know your dealership puts customers first.

It’s a fast-paced, online world, and your customers can get just about any information they want online.  They’re also able to share everything about their shopping experiences online—and that’s why it’s more important than ever to ensure you’re building and maintaining your customer relationships.  When you are responsive, you’re letting consumers know how important their business is to your dealership.  You’ll earn their trust, and in turn, their business.

With a marketplace full of choices, technology, and customization, today’s consumers are more empowered than ever.  They’ve taken control when it comes to shopping, making their preferences known, and ensuring they get exactly what they want.  Whatever the product, there’s no shortage of options and add-ons, and competition is fierce.  For those in the automotive industry, this makes it incredibly important to zero in on shopper insights and focus on the features being prioritized by today’s consumers.

Things like quality, reliability, fuel economy, environmental friendliness, vehicle size, price, and safety are major deciding factors, and salespeople who spend time getting to know what’s most important for individual customers are the ones who will be able to offer the best solutions—and ultimately, sell more cars.  For automotive in general, the National Automobile Dealers Association (NADA) predicted a strong finish to 2016, with a forecasted 17.71 million in light car and truck sales, an increase of 2.3% over the previous year.  Attributable to better gas prices, a general uptick in the economy, and lower interest rates, dealerships have advantages in front of them when they leverage shopper data and take advantage of this momentum.

What Consumers Want

Consumers have changed what they’re looking for as vehicles have steadily adapted to modern needs and lifestyles.  Now, shoppers are more apt to put tech features that impact safety and convenience at the top of their lists.  In fact, AutoTrader’s recent Car Tech Impact Study confirmed exactly how much the latest technology affects the buying behaviors of various consumer groups:

• 52% of consumers surveyed said they expect their vehicles to sync with all the other technology in their lives, and 46% said they want their cars to be able to do all the things their smartphones do.
• 6 out of 10 consumers say there’s at least one must-have tech feature they’d be willing to wait for when buying a new car.
• 70% of those surveyed said they’re likely to consider a car with autonomous features next time it’s time to buy.
• 70% of Gen X survey participants said they would like WiFi in their vehicles.
• Consumers chose advanced safety features—like backup cameras and blindspot monitoring—nearly 7 to 1 over advanced infotainment features.

There’s a wide range of new technology being developed for vehicles, and the research overwhelmingly shows consumers want new cars to fit seamlessly into their lives.  When shoppers purchase devices, they expect them to be smart, efficient, and updated with the latest technology—and they have these same expectations for cars as well.  Consumers want to know they’re getting the latest in safety, connectivity, and infotainment when they get behind the wheel, and they want the experience to be seamless.  Ideally, their vehicles will become trusted devices, much like their smartphones, they can rely on in their busy day-to-day lives.

Other factors like vehicle size, fuel economy, and alternative fuels continue to factor in to consumer decision making, so keep these in mind as well when working with environmentally-conscious shoppers.  Fuel economy continues to improve, with technology that used to only appear in premium models now becoming standard, offering better options for more drivers.  In addition, new clean diesel offerings are appearing across the market—a solution that’s been popular in Europe, and one that’s intriguing consumers who are interested in a potential 20% increase in gas mileage.

Green consumers still have their sights trained on electric cars and strides are being made in this arena.  With the 263-mile range of Tesla’s Model S, limits are being pushed, and drivers are seeing even more possibilities with electric mobility.  There are currently 1.3 million electric vehicles worldwide, but this number will continue to increase and those concerned with diminishing their carbon footprints continue to see advancements in electric cars.

How to Win With Innovation

Your dealership has a wide range of shoppers with a variety of needs.  You’ll win them over and sell more cars when you get in front of their needs and know what they’re looking for before they ever get to your showroom floor.  Remember, consumers are utilizing smart tools to find and research the vehicles they want, so it’s up to you to leverage intelligent shopper insights to get your customers exactly what they need.

Dealerships used to saturate the market with blanket offers, hoping shoppers would be interested enough to visit the dealership and shop.  But with today’s technology, it’s not enough to guess what shoppers are looking for—especially when it’s quick and easy to see exactly what they’re interested in simply by tracking their online shopping behaviors.  Successful dealerships are utilizing AutoAlert Data Mining, which uses advanced algorithms and analytics to reveal valuable insights and alert them when consumers are in the market to buy, when customers schedule service or pull into the service drive, when lease contracts are about to expire, and more.

Whatever your sales goals, the bottom line in today’s market is getting to know your customers and providing exactly what they need, at exactly the time it’s needed.  That’s when you’ll stand out from the rest and earn a reputation for being a dealership that’s insightful and in tune with what shoppers are looking for. 

Ride sharing.  Corporate fleets.  Short-term rentals.  Mass transit.  Ride subscription plans.  The list continues to grow—and traditional dealerships are rethinking how they’re going to position themselves to win with consumers who are approaching personal transportation in a whole new way.  Brand-new drivers are no longer forming lines at the DMV the second they celebrate their birthdays, and broadened consumer needs based on geographic location, changing family structures, safety, technology, and more are confirming that many dealerships today must restructure their game plans before moving forward.

Plan and Then Move Forward

Pausing for a moment to adjust your trajectory isn’t a negative thing.  It simply means you recognize the need to reacquaint yourself with your customers and their changing needs.  After all, they’re driving the marketplace and perpetuating innovation—and by getting to know your them and leveraging in-market behavioral insights, you’ll position your dealership for continued success.

Let’s Talk Tech

Technology touches just about every aspect of our lives now, and it’s reached the point where most people simply expect it to be there.  Often, technology doesn’t even require our attention; it just works its magic and makes our lives easier.  It’s no different for the automotive industry.  We’re all watching companies like Tesla, Google, and Uber as they push the limits, prepare to put self-driving cars on the road, and offer to put drivers everywhere on autopilot.  But what do consumers think?  And even more importantly, how will your shoppers react?  Will they trust these cars enough to let them drive themselves? The answers might surprise you, especially when it comes to the ways different generations are responding.

All eyes seem to be on the tech of the moment: self-driving cars—likely because there are some big names in the game.  To understand consumer sentiment surrounding driverless vehicles, it’s important to first take a quick look at what’s on the horizon.  Tesla has been working on an autonomous car for quite a while and now vows it will be ready to hit the streets by 2018.  Its CEO Elon Musk adds more fuel to the fire by confirming all vehicles will now come standard with self-driving hardware, ultimately leading to fully autonomous driving.   Google is also in the race with its Self-Driving Car Project and is focused on improving road safety while being able get people where they want to go with just the touch of a button. Uber is the newcomer to the crowd, having recently released a fleet of autonomous cars in Pittsburgh, allowing customers to now summon rides directly from their phones.

Generationally Speaking

What’s your guess as to who’s jumping in line for the newest cars when they become available?  They sound like rides millennials and Gen Z would go for, right?  Exactly, but there’s more to the story.  And this is where getting to know your customers becomes extremely important, because leaning into data and marketplace insights will help you discover what consumers are truly looking for.

It’s true millennials are attracted to the latest and greatest when it comes to technology, however, it’s not an open-and-shut case.  There are skeptics among younger shoppers, with one 25-year-old quoted as saying, “They’re just money buckets. If I didn’t have my kid, I’d ride a bike.”  Still others give a nod to the idea that autonomous cars might be great for highway driving but might cause problems on crowded city streets or on more adventurous off-road treks.

Surprising, however, are the reactions of some more experienced, older consumers.  Seniors specifically expressed excitement about autonomous vehicles, seeing them as a safer way to get around.  Citing problems with night driving, declining vision, slower reaction times, and even difficulties in finding parking spaces, these consumers look forward to checking some worries off their lists with the aid of technology.

Reviews are always mixed when new products and services are introduced to consumers.  And whether your dealership is excited about new vehicle technology—or maybe even a little nervous—one thing is certain.  When you anticipate consumer needs and focus on meeting expectations in a way that can’t be replicated, your dealership will rise to the top.  In a world of constant innovation and stiff competition, it’s all about who can meet shopper needs quickly and accurately, as well as provide an over-the-top customer experience.

Let Data Lead the Way

Your best friend will be the data that lets you know what shoppers are looking for.  And believe it or not, attaining, analyzing, and acting on great data isn’t nearly as complicated as it sounds.  When you leverage intelligent consumer insights to get to know your customers, you’ll be able to provide exactly what they’re looking for, and the best part is, you’ll have perfect timing in the process.

Whatever makes and models you’re selling—and whatever service you’re providing—today’s shoppers expect you to know what they need.  That means doing your homework and meeting them where they are doing their research and getting feedback, and it means investing in the latest technology that will help you get the best insights in the quickest, most efficient manner.  Successful dealerships are getting ahead of the curve by implementing comprehensive, multi-channel platforms like AutoAlert’s data-driven One-to-One Intelligent Marketing to help them effectively target their best opportunities and offer the right offers at precisely the right times.

It's true the marketplace is changing; new products are emerging all the time.  And when your dealership utilizes data and technology to engage with shoppers and predict what they’re looking for, you’ll gain an edge over the competition. With insightful consumer data and strategic marketing, you’ll reach in-market shoppers and deliver exactly what they’re looking for, effectively meeting expectations of shoppers in a modern market.

This Week in Social Media

News for the Week of October 24

Facebook Adds New Recommendation Engine and CTA Buttons for Local Events and Businesses

Facebook issued an update to improve the usage of the Events bookmark by adding a new Recommendations feature. This feature simplifies the process of gathering, mapping, and organizing local businesses or service recommendations from online acquaintances. The updated Events page will also make it easier to search and obtain the most current information on local events. Facebook has also improved the way users respond when they’ve found events they want to attend. With the addition of new call-to-action buttons on business Pages, users can order food, purchase tickets, set up appointments, or get quotes without ever leaving those Pages. Dealerships, drive as much traffic through your Facebook page as you can. These new additions are making it easier than ever for customers to set up appointments to visit your showroom. People are looking for ease of access, and the easier you make it to contact you, set appointments, and interact, the more potential customers you’ll attract. Draw them to your Page and get them to use these new call-to-action buttons.

Broadcast Scheduling Tool for Verified Pages to be Added to Facebook Live

The new Broadcast Scheduling Tool allows Verified Pages to set up a time for live broadcasts, giving the audience time to sign in to the live feed and view the whole video. Broadcast Scheduling gets your followers talking about the live video ahead of time and helps create anticipation while waiting for the live broadcast to start. When a live broadcast is scheduled, an announcement post will be published on your News Feed, bringing awareness to your audience. Your followers can then enter a pre-viewing lobby where they can wait for the video to begin and interact and connect with other viewers. A live broadcast can be scheduled a week in advance, and viewers can enter the pre-viewing lobby 3 minutes before the broadcast actually begins. Dealerships, engage the followers you have on Facebook by getting them excited about upcoming content. This is a really good opportunity to begin posting regular content and get your audience accustomed to expecting your broadcasts.  Schedule a live video every week and keep them exciting by offering up relevant industry news and updates. Give your followers something to look forward to every week!

Pin Collective Brought to You by Pinterest

This is an initiative to take the best content creators of Pinterest and put them in contact with businesses so they can create content simultaneously. The Pin Collective is a hand-picked group of people, made up of both businesses and individual content creators. These creators work directly with brands to create content that will draw attention to the business, while also making Pinners happy. Businesses can choose the right partners depending on their needs at the time, and then can be part of the production of Pins, videos, or even larger creative initiatives from beginning to end. This allows for full collaboration, giving businesses everything they want in their ads, as well as offering up appealing Pinterest content for those who turn to this outlet for inspiration and creativity.  Dealerships, while the Pin Collective is currently running a pilot, you can still focus on delivering high-quality, creative Pins to your audience, ensuring they seek you out on this platform.  Remember the power of images, especially with today’s mobile-driven, busy consumer!  Be sure to update your content frequently and post appealing and fun content to capture shopper interest.  Don’t miss out on this major social opportunity for your brand!

LinkedIn Improves the Features of Skills and Endorsements Section

LinkedIn has added an extra feature to the Skills and Endorsements section of its platform, allowing for more personalized viewing. Now, when a user profile is viewed, the skills and endorsements that matter most to the viewer will be highlighted. This allows users to see exactly what they want to see, making it easier for hiring managers to decide more quickly if candidates are great fits for the positions they’re seeking to fill. For job seekers, this update offers an extra edge when it comes to competing for opportunities, as top skills will stand out to employers. Dealerships, your sales staff is the key to your success.  They’re likely the first ones to be in contact with shoppers, so don’t be shy about taking advantage of LinkedIn’s newest functionality.  Check out the skills and endorsements of potential new hires and know who will be a great fit for your dealership before you hire.  After all, having the right employees can make all the difference!

Facebook Offers Option to Set Initial View on 360 Photos

Users have offered up plenty of suggestions when it comes to photo posting, and Facebook has been listening.  The latest update now allows users to set an initial field of view when posting 360 photos.  Functional for iOS, Android, and Chrome for desktop, users can now select a specific field of view, which is what will be seen at the beginning of a 360 photo post. To change the field of view, users can simply drag with a finger or select edit on a desktop and utilize a mouse, moving the photo until the desired initial viewing position is reached.  This is done after a photo is uploaded, but before actually posting. This functionality still allows the full 360 photo to be viewed, while giving users the ability to set a custom initial viewing point. Dealerships, get creative with this new update and utilize it to zero in on a specific aspect of a vehicle, a new feature, or even a brand logo.  This allows you to highlight what’s most important in your post—like fun or exciting new vehicle technology—while still allowing viewers to see the entire 360 photo.

Vimeo Updates Profiles and Introduces Looping Cover Videos

Vimeo recognizes the importance of customization when it comes to helping users stand out and express themselves.  That’s one of the reasons it has redesigned its profiles, giving users more control over how their videos are showcased online, as well as the overall look of the profile. Vimeo users can now further customize their profiles by adding up to 10 videos that can be viewed on the front page, put in any order, and shown in a constant loop. These newest features are available to Vimeo customers with any type of membership, allowing everyone to join in the fun of customizing their profiles. Dealerships, when you have a compelling profile, you’re letting consumers know you care about building relationships with them.  Be creative and work on capturing attention with new tools, and remember to check all your contact information for accuracy and completeness.  Check out Vimeo’s latest functionality to create some quick, fun content that will capture and retain the attention of online consumers.

Tip of the Week – Ensure Your Network is Well-Connected and Engaged

An engaged and well-connected network of clients, professionals, and customers is essential. In fact, the size of your network is not the most important aspect; but rather, it’s how connected and engaged your followers are with your content.  If you find yourself in an engagement slump, check out the quick tips below to kick-start the engine:

• Connect.  And then connect some more. Once you’ve signed up for Facebook and Twitter, you’re done, right?  Wrong.  Not only do you need to consistently post and offer great content, you need to purposefully connect with other professionals in your industry.  The more connections you make, the more you’ll see your own circle of acquaintances and followers grow—because you’ll not only gain the primary connections; you’ll also link up with the social connections of the people you just met.
• Keep their interest. Don’t overload your posts with whatever you can find simply for the sake of posting something, anything.  Instead, focus on providing quality content your audience will find useful.  When you become known for delivering great content, you’ll keep your audience engaged—and they’ll stick around.
• Don’t blend.  Stand apart from the crowd and be unique.  That’s not to say you should be controversial or over-the-top weird.  Simply find the things that make your dealership one-of-a-kind and let them shine through on your social platforms.  Let the magic of your brand be what consumers remember.
• Share—a variety of things.  Remember today’s consumers like images and videos, so don’t be afraid to get outside your comfort zone and utilize new tools and techniques.  When you change things up and keep it fun, you’ll boost engagement and end up with more online connections.
• Don’t post AT your followers.  Instead, aim to include them by asking questions, creating contests, or simply replying to comments.  Look at your social platforms as a place to interact.  The more effort you put in, the more engagement you’ll see on the part of your followers.
• Purge if necessary. Keep an eye on which people are the most influential in your network.  Be aware of your advocates and don’t be afraid to eliminate those who aren’t positively impacting your business.

Networking is an ongoing activity that’s important for retaining current customers, bringing in new customers, and staying in touch with other industry professionals.  Now that a majority of consumers are spending time interacting and researching online, it’s more important than ever to carve out time to build your online social relationships.  In an industry that’s consistently and rapidly changing, it’s key to be where your customers are, define a plan that will boost online engagement, and work to include every professional in your dealership as you focus on making valuable connections that will impact your business.

We’ve been focused on the high level of consumer engagement with video, and we know it’s important to create interactive visual content for consumers.  But in today’s market, there are so many different platforms, it can be tough to decide where to begin.  When it comes to visual content, consumers could be turning to TV, YouTube, Netflix, Hulu, Vudu, you name it.  But here’s the thing: In order for your content to get the attention it deserves, you must first figure out where your specific audience is hanging out and where they find your ads most compelling.

Content must be placed where you know your audience will see it and accept it; otherwise, you’re just spinning your wheels.  You’ll be left wondering why you’re getting no traction, no traffic, and no new customers if you simply place content onto channels where it’s not getting any attention.  By getting to know your audience and learning where they spend their time, you’ll be able to engage them more effectively.  Putting in a little bit of time on the front end will give you valuable insights that can guide you as you build connections with potential future customers.

For example, a recent Think With Google study pitted TV ads against YouTube ads among Canadian consumers.  57% of the participants confirmed they found YouTube ads to be more engaging, a signal to brands working to reach this particular market segment.  Marketers were provided with three new and telling insights they can use to their advantage:

1. YouTube ads capture consumer attention more effectively than TV ads. The study showed the same ads on both YouTube and TV and looked at biometric responses of the participants.  Participants were more attentive and connected during YouTube ads versus TV ads.  In fact, YouTube ads were 39% more effective—to be expected when considering platform styles.  While watching TV, viewers typically expect a few dull spots and plan for longer viewing periods, however with YouTube, viewers more carefully choose the content that appeals to them, therefore also being more engaged with the ad content that’s included.

For marketers, this is a valuable insight that lets them know Canadian consumers are zeroed in while viewing YouTube—the perfect opportunity to make connections via the right content.

2. A smaller screen offers bigger creative opportunities. Google found that viewers focus mostly on the center of the screen when watching TV, however, with YouTube, their eyes move around more freely, indicating more active attention.  The way viewers interact with YouTube—with continual eye movement—mimics the way they engage with other smaller devices like phones and tablets.

For marketers, this means they can take advantage of the entire screen to engage viewers, rather than being restricted to the center.This allows for more overall space to share their brand messages.

3. A second screen attracts more viewer attention. Consumers don’t sit down and focus solely on watching TV anymore.  In its study, Google offered participants a secondary device to use while watching TV, and it found the second device commanded more viewer attention than the TV.  When TV watching was interrupted by YouTube, YouTube had 2.4X the visual attention as TV.

For marketers, this means diving in and understanding how and why people engage with online video.Businesses are learning that consumers utilize secondary devices to supplement programs viewed on TV, and some are aligning their messaging to reach specific consumers in relevant ways during real-time televised events.When it comes to online video, viewers will tune out background noise and focus on their secondary screens, and businesses that offer compelling video content will be successful in keeping viewer attention.

It’s Not Just Canada

This phenomenon doesn’t only apply to Canada.  Wherever you’re looking to reach your customers, it’s important to take a look at the impact of video.  Earlier this year, YouTube CEO Susan Wojcicki said, “I’m happy to announce that on mobile alone YouTube now reaches more 18- to 49-year-olds than any network—broadcast or cable.”

YouTube’s success, especially with this age group, reaffirms marketers’ need to change gears and focus on creating online video content across the board.  Advertisers have historically used television ads to target 18- to 49-year-old consumers, however, as the popularity of TV declines and that of online video increases, it’s imperative to make compelling video part of your strategy.  And when it comes to video, mobile is king.  A majority of viewers consume content via their mobile devices, and 92% of mobile video consumers end up sharing videos with others.

When you work on understanding your audience—and when you invest the time it takes to create compelling, relevant video content—consumers will not only want to view it, they’ll also want to share it, and they’ll continue to come back for more.  You’ll build a name for your brand when you go where your customers are going and offer them what they’re looking for.  While their interest in TV may be dwindling, they are highly invested in online video.  When you make it a part of your marketing plan, you’ll end up building more relationships and discovering more prospects.

One of the biggest challenges facing the automotive industry is the way consumers feel about buying cars.  Their overall dispositions have changed, the reasons they purchase and lease have shifted, and the ways in which they want to buy are moving from the showroom floor to the digital world.  All these things are causing a major shift in the way dealerships must interact with and talk to shoppers in order to win their approval.  Just about everything—from diapers to produce to giant bags of pet food—can be purchased online, and consumers are looking for businesses that can offer the convenience of online shopping to meet their needs.

Does this mean the end for traditional dealerships?  No way!  But it does mean changes are in order—changes in mindset, service, and efficiency.  Sure, some people are already buying cars online, and there are companies out there offering this capability.  Sites like Beepi, Carvana, TrueCar, Cars.com, and Ebay Motors all sell directly to consumers, with no dealership interaction needed, and although this seems to be the next big thing, it doesn’t necessarily spell disaster for brick and mortar dealerships that are prepared.  It just means you’ll need to know more than ever before about your consumers and what they’re looking for.

For many consumers, nothing beats a good old-fashioned test drive and in-person interaction, especially since—second only to buying a home—a vehicle is one of the largest purchases most consumers will make.  There is a certain comfort level that comes with interacting with knowledgeable professionals, so when your team is prepared to meet today’s informed, tech-savvy customers, you’ll go a long way toward earning their trust and keeping their business.  Here’s what you need to know:

1. Today’s consumers expect you to know them.  Yes, you read that correctly.  Without creeping them out, they want you to know what they’re looking for, what they’ll qualify for, and how you can save them money.  How do you do that?  It’s all about data, and now you can have everything at your fingertips with AutoAlert’s One-to-One Intelligent Marketing, which offers the automotive industry’s only 360-degree data-driven consumer insights.  The only way to get to know your customers is by interacting with them on a regular basis, individualizing your communication, and tracking your campaign results—and it’s worth the effort.  Dealerships utilizing Intelligent Marketing are already seeing incremental increases in sales!

2. Today’s consumers want convenience. They’ll skip the hassle of loading the family in the car, finding a parking spot, and searching the store for what they need; and instead they’ll opt to have items conveniently dropped on their front porches whenever possible.  When your dealership zeroes in on providing modern conveniences like in-house connectivity and free wifi, technology that keeps your sales team up to date, and options to complete preliminary purchasing paperwork online, you’ll win convenience-driven shoppers.

3. Consumers want peace of mind.  While shopping online offers convenience, it also means placing trust in products, sight unseen.  Traditional dealerships have an advantage in this arena, because many shoppers still want a test drive before buying.  In addition to interaction with knowledgeable salespeople, customers can give vehicles a complete walkthrough, solidifying their decisions to buy.  To secure your dealership’s success with today’s shoppers, work toward turning your salespeople into product experts.  When they are familiar with every vehicle’s features and are able to anticipate customer questions and requests, they’ll be trustworthy resources—and your dealership will stand out from the competition.

4. Consumers appreciate great service.  Great service often comes in the form of in-person interactions or direct online follow-ups initiated by individuals at your dealership.  The best online businesses can thank human interaction for their success.  When your dealership focuses on delivering the best possible customer experience—both in person and online—you’ll be letting shoppers know you truly care about their needs.  Take time out to make a social media plan, a measurable marketing plan, and ensure you’re interacting and following up with customers regularly. 

5. Consumers are looking for efficiency.  Convenience is a major factor that drives shoppers to online sources for their purchases.  With the simple click of a button, they can ensure the products they need are delivered directly to them with no hassle and hardly any waiting.  Face this challenge head-on by upping the technology game at your dealership.  Consider cutting-edge communication and collaboration platforms like AutoAlert’s Pando to help you streamline workflow between departments and improve productivity, ultimately improving the overall customer experience.  When you can save the customer time, you’ll earn bonus points for your dealership!

6. Consumers want to get to the point.  They want to know the price of the vehicles they’re looking at, and they don’t want to spend a lot of time haggling.  When you offer your best deal up front and develop a reputation for straightforward pricing, you’ll earn shopper trust and end up making more sales.  Online sites are popular because they boast low prices and no-haggle shopping—so if your dealership is able to offer the same structure, along with all the perks that accompany an in-person transaction, you’ll be ahead of the game.

When you get to know your customers’ needs and wants, you’re letting them know you care and are willing to do what it takes to earn their business.  Don’t let the idea of utilizing data seem daunting.  When you leverage valuable consumer insights to individualize your customer interactions, you can stop guessing what shoppers may want and instead give them exactly the right messages at the right time—resulting in your dealership selling more cars.  The more you know about your customers, the better equipped you’ll be to deliver exactly what they’re looking for…exactly when they’re looking for it.

Yes, there’s a buy-from-the-couch trend happening with consumers everywhere, but your dealership can combat it and come out on top by offering the best customer experience, excellent service, and knowledgeable salespeople who can answer shopper questions without missing a beat.  By leaning into technology and using innovative thinking to gain powerful consumer insights, you can ensure your dealership comes out a winner in a changing marketplace.  

This Week in Social Media

News for the Week of October 17

Pinterest Increases Targeting Options for Ad Campaigns

Pinterest provides an opportunity for your business to reach new and existing customers by targeting because Pinners are looking for ideas to act on. People use Pinterest to get inspired, plan ideas, and shop; in fact, 87% of people have made a purchase after they have found something they liked on Pinterest. The latest updates added by Pinterest are going to make it easier for your business to reach out to the right audience at the right time. You can now create campaigns based on the types of interactions with your Pins—including clicks, comments, saves, likes, and close-ups. Also, Pinterest has made it possible to link your actual website and take advantage of traffic and engagement there as well. After a tag is added to your website, you can create an audience on Pinterest to retarget based on the types of actions consumers perform on your website. Dealerships, ensure your content is accessible in more than one way and track engagement everywhere you can. It is important to cross examine interaction with your content across multiple platforms to see where it is getting the most traction.

Facebook Adding Monetization Options for Instant Articles

Facebook says that “creating value for publishers using Instant Articles is extremely important.” Instant Articles is Facebook’s way of collaborating with news and content publishers, allowing them to choose specific articles and make the full version available via Facebook’s mobile app in a format that is similar to the publisher’s website. For publishers that have direct sold advertising businesses, Facebook now offers larger and more flexible ad units within Instant Articles. This gives publishers more freedom to bring their custom and premium direct sold campaigns to Instant Articles. Dealerships, get creative with your advertising. If you have the ability to increase your ad space, then do it. Create campaigns that are unique, innovative, and eye-catching—and be sure to get relevant ads in front of your consumers whenever you can.
Periscope Releases Periscope Producer

Periscope Producer provides brands, media, and organizations with an alternative way to stream live videos, without solely depending on mobile phones or tablets. Users can now use external sources such as streaming software, hardware encoders, and professional cameras to stream live videos via Periscope and Twitter. Producer acts just like a normal video on Periscope, and viewers are able to post comments and send hearts while watching live. These videos can be viewed on both Periscope and Twitter apps, as well as online at Periscope.tv. Dealerships, take advantage of this new update. It’s now easier than ever to post live videos, so record customer testimonials and behind-the-scenes insights for your audience. You can now post the same videos across multiple platforms—instead of individually from your tablet or smartphone. Increase your reach by sharing live video that reflects your brand, and keep consumers updated on what’s going on at your dealership.

Snapchat’s Auto Advance Feature Slowly Being Replaced by Story Playlist

Snapchat announced it will begin to slowly phase out its Auto Advance feature, starting with select Snapchatters in its Android community. It will later continue to roll out this update for all Android and iOS users, fully removing the Auto Advance feature. It will be replaced with Story Playlist, giving users more control over their “Story viewing experience.” This new feature prevents the app from automatically playing the next story once the previous story has ended. An extra option with Story Playlist gives users the option to select stories they want to watch in exactly the order they want to view them; once selected, stories play in full screen in the order selected. Dealerships, keep the power of Snapchat in mind when creating relevant content for your audience. This latest enhancement is likely to give this popular app an even bigger boost, so start planning your stories now and get ready to snap and share with your customers!  With relevant and interesting content, you’ll be sure your story is high on the list of customer selections.

Tip of the Week – 8 Easy Ways to Keep Your Facebook Followers Engaged

1. Make your content shareable. Make your audience stop scrolling and pay attention to your content by providing top-quality, relevant, and interesting information.  Don’t sell; instead, aim to inform, educate, and even entertain.
2. Include a call-to-action. Sometimes getting your online followers to act is as simple as asking.  Once you’ve engaged them with your content, don’t be shy about asking them to “Click here for more!” or “Share this article with your friends!”  Calls to action can help you build your audience—and in turn, build your business.
3. Put Facebook Live to good use. This is an easy way to share more videos with your followers. Start with one video a week and plan ahead of time to ensure you post regularly.  Your audience will start to expect your video content, and you’ll gain ground when you follow through.
4. Ensure viewing ability with the sound off. Users have control over the mute button, so be sure your videos are understandable even when the audio is turned off. Simple captions are a quick and easy way to ensure everyone can tune in to your message—even if they’re sneaking a peek at your video during work hours!
5. Give Instant Articles a shot. Facebook Instant Articles load 10 times faster than a regular mobile web link. And we all know today’s consumers are all about efficiency and instant gratification.  Offer up quick and convenient content via Instant Articles to please today’s on-the-go consumers.
6. Switch up your posting time. If you’re working to increase engagement—and who isn’t?—try changing things up and posting at different times.  If you’ve been posting mostly during business hours, try posting after hours and on weekends to capture a different crowd.  It’s easy when you set aside time to schedule your posts, and you’ll be surprised at your increased visibility.
7. Check out other Facebook Pages. Look at Pages of other businesses in your industry to see what’s working for them or what’s not. Set your Pages to Watch via your Facebook Page Insights to get notifications of what is most popular on other pages.  It’s just one more way to gauge what consumers love—and what they don’t—when it comes to online content.
8. Direct traffic to your Facebook Page. Increase engagement by driving traffic from other social platforms to your dealership’s Facebook Page. Share your post links whenever you can and build your audience—in turn, earning more business for your dealership in the long run.

It’s important to stay connected to your audience and continuously offer relevant content to keep them engaged. Once they become disengaged, they will look to other content providers—your competitors—to offer information and satisfy their needs, and you definitely don’t want to let that happen. In addition to beefing up your Facebook game, keep an eye on your competitors to see how you stack up in comparison to their online efforts. Social strategy is a moving target, and you can’t let it get stagnant; by staying on top of trends, competitive initiatives, and consumer needs, you’ll always be right where you need to be.

Instagram has become a social media powerhouse, beating out all their competition with respect to social engagement. Even though people don’t appear to engage with branded social content very often, Instagram has the most users who do. A study by Forrester showed that branded Instagram posts generated a per-follower rate of 4.21%. This is 58 times the engagement rate on Facebook and 120 times the engagement rate on Twitter.

With over 400 million users, Instagram is the place to post branded content.  Today’s consumers have exceptionally high expectations for their social experiences, however, so in order to get the most out of Instagram, it’s important to focus on a few specific details:

•  A call to action (CTA) is essential.  When you use a CTA, your followers will know exactly what you want them to do.  Look for interesting and exciting ways to incite action, but remember to keep your language simple and straightforward.  An example like ‘Want to be featured? Click the link in our profile to send us your best pics!’ does a great job of conveying friendly, appealing language while still making a request.  Keep your CTA central to the action of the page so it doesn’t get lost and try adding a sense of urgency to persuade readers to go ahead and click.
• Utilize hashtags to increase reach. Hashtags are an easy way to help your dealership stand out on Instagram.  Not only will they help you categorize your content, but they make it easier for those who haven’t yet followed you to find you.  Consider taking advantage of trending hashtags if they are relevant to your business, as this will help you get discovered by new followers. The beauty of Instagram is its simplicity, so be sure you choose hashtags that are topically relevant and stick to no more than three per post so your content doesn’t appear overly complicated. 
• Caption creatively. It’s a great idea to try different things with your captions to see what resonates with followers. Each image is allotted a 2,000-character caption, so you’ll need to make every character count. Your picture should tell a story all by itself, and the words you add should serve to accentuate that story.  The most powerful ads and brand stories use a combination of both images and strong words—and with Instagram, you can have the best of both worlds.
• Maintain a consistent presence.  Once you’ve established your dealership’s presence on Instagram, it’s important to stick to your posting schedule in order to build your audience.  Those who follow you will grow accustomed to seeing your posts, and they’ll look forward to liking and sharing your content.  Keep in mind many of your followers may be waiting quietly in the background for you to make the first move, which means if you want improved engagement, you’ll have to initiate it.  Try using hashtags to find content that’s relevant to your brand and jump in on already-established conversations. Users will receive a notification when you’ve commented on their posts, and you’ll likely earn yourself some new followers by being the first to reach out.
• Promote your other content. Instagram doesn’t allow clickable URLs in photos, however, you can still creatively direct followers to your content that exists elsewhere by using the link in your Instagram account bio.  Consider directing them to a permanent page, like your website or your blog, or for more current content, try linking them to your most recent article or even a promo or deal you’ve got going on.  By creatively using the link in your bio, you can gain more visibility for your content on other platforms.
• Create interesting visuals. Your followers will be more likely to interact with and share visuals that are appealing, and while some of the designs you see businesses sharing online may look complicated, there are easy-to-use sites that can help you create memorable content.  For example, check out Canva if you’re looking for a simple way to utilize text over images.  Get creative and mix things up to keep followers interested in what’s coming next.

By reaching out and maintaining a consistent presence, creatively posting, and interacting with your followers, you’ll boost your dealership’s online reputation and build an even larger audience of Instagram followers.  It’s about creating relationships and telling your brand story in a way that’s compelling enough to draw people in and keep them interested.  It will take a little bit of work, but you definitely won’t regret it.

This Week in Social Media

News for the Week of October 10

Facebook At Work Getting Ready to Launch

This is a communication and collaboration network tool that aims to make work just as addictive as social media. The belief is that employees will be engaged when using the product. A per-seating price model is being drawn up that plans to charge companies “per monthly active user” instead of a normal monthly service charge. This way, when a company signs up to use the product, they don’t have to pay for anyone that is not using it. Subscribers will be able to see special Work Feed posts from colleagues where they can interact with one another and exchange ideas and tasks back and forth. Similar to Salesforce Chatter and Microsoft’s Yammer, Facebook At Work also includes audio and video calling options. Dealerships, this makes it easier than ever to share content, streamline workflow, and communicate via social. By creating a Work Feed, each employee can log on and see everything in one place and interact with one another in a single platform.

Twitter Adds iOS Button to Help Train Algorithm

Twitter has just released a new button upgrade for customers with iOS devices. This upgrade is a new feedback tool called I don’t like this Tweet, aimed at providing users with a higher quality timeline. When this button is pressed, it flags content as something that is less relevant to the user. This causes the content to show up less often, creating a more personalized and customizable timeline. Less irrelevant content on users’ timelines makes it easier to see more of the content that they want, and it keeps them from searching through content they don’t want to see in the first place. Dealerships, make sure you’re providing quality content on your social media platforms. Be sure that it is both current and relevant to your customers. Give them something to share with their friends and families, including a call to action letting them know how you’d like them to interact with your brand.

The Introduction of YouTube Go

This is YouTube reimagined. It is a total overhaul of the current YouTube experience, but was built to be faster, more relevant, more affordable—and it includes new innovative features. YouTube Go was designed with four main concepts in mind: relatable, offline first, cost-effective, and social. Some of YouTube Go’s new features include the ability to search for and find videos right from the home screen, ability to preview videos before saving or watching them, choice of resolution when streaming, and video sharing with friends nearby. It’s becoming more customizable, allowing users to choose the amount of data used on each video and increasing usability even when there is little or no connectivity. Dealerships, this means YouTube content is more easily accessible from anywhere at any time. It is providing you with the opportunity to spread the reach of your social video content more easily and to a broader audience. Use this opportunity to post customer testimonials and video ads to YouTube for your customers to see and now share with their friends.

Google Optimize Coming Soon

Google recently launched its analytics product line Google Analytics 360 Suite, designed to for enterprise-class marketers in today’s technologically advanced world. Soon to be released, Google Optimize is Google’s newest analytics tool. This is a free version of Google Optimize 360, their enterprise-class testing and personalization product. It will also include enhancements for many of their existing free products. It offers improved customer experiences and business metrics. Businesses can use existing information to personalize and test site experiences since it is built upon Google Analytics, so users don’t need to worry about starting over. With the aid of Google Optimize, businesses will be able to create more engaging content and increase customer experiences on the web. Dealerships, when you can provide a better customer experience, it’s a major win for both you and your customers. This tool allows insight into the things online customers like and dislike, so you can use this information to create improved experiences and provide them with content that is relevant to them. This creates more engaged customers, as well as long-term customers.

Facebook Tests New Idea of Product Tagging

Much like tagging a friend or family member in a photo, Facebook is playing around with the idea of Product Tagging. This allows page administrators to tag products in photos, videos, and posts on their Pages. Additionally, it allows users to see exactly which products appear in any content that is posted, as well as click on the tag and be taken to the site where the product(s) can be purchased or reviewed. Dealerships, keep in mind the many different ways you can attract the attention of your online customers. When there is a tag on a picture or in a video, they are more likely to click on it when they scroll over it and see the tag pop up. It not only catches their eye, but forces them to stop scrolling and take a second look at your content.

Tip of the Week – Don’t Expect a Homerun Every Time

Not every post you make on your social media platforms is going to attract tons of attention. There are going to be some things that are viewed by many, followed by things that barely get any views at all. The main thing is that you keep at it and always have a presence online. Here are a few tips that will help maintain a strong social media presence:

• Know your audience. Millions of people visit social media sites every day. You have to narrow down your target audience and know where to focus.
• Show that you’re human. One of the worst things you can do is make your social media appear to be faceless. Get personal with your customers and be more transparent so you can reach your audience on a deeper level.
• Stay active. Diminishing your activity and limiting your presence is never a good idea. This is the quickest way to get overlooked. In order to get noticed and stay relevant, regular posting is key.
• Stay on top of trends. Tracking what’s trending is an easy way to catch the eyes of consumers. When you post about trending topics that matter to your followers, they’ll notice—and it will give you an edge over the competition.
• Keep track of your activity. Dedicate yourself to your social media strategy and utilize social media management tools, which can help you keep track of engagement, follower growth, content popularity, and much more. See what works, what doesn’t, and adjust your content accordingly.

There is always more that can be done to improve upon your social media strategy, because new technology is constantly being developed. Stay on top of your social media strategy to ensure it remains top notch, and you will definitely see a difference. It may not happen right away, but keep at it and you definitely won’t be sorry.