Part II: Generation Z, the Mobile-First Generation

In Part I of this series, The Millennial Mindset, the focus was on millennials and their impact on the marketplace—and not without reason.  The fact that they are over 75 million strong in the U.S. alone gives them enormous influence and buying power.  Now, however, it’s time to take a look at Generation Z, the generation born after millennials—and the first true digital natives, those who have grown up completely in a digital world.

Defining Gen Z

Many members of Gen Z are just coming into their purchasing power, with the oldest members of this group beginning to turn 20 in 2016.  Roughly defined as those born between 1995 and 2010, this generation is quickly creeping up in population, readying itself to outnumber its predecessor, the millennials.

Defined as true digital natives, members of Gen Z have had access to technology since they were born.  And while they may not have been using phones in their cribs, it didn’t take long for them to develop an affinity for iPads, gaming systems, TVs, and smartphones.  With Gen Z’s high levels of digital interaction, brands are able to gain an inordinate amount of information about their preferences as consumers; however, many still remain perplexed as to how to accurately market to these younger consumers.  The one thing that is perfectly clear, because they’ve grown up with technology, is that they demand near-instant answers and information.

Although they’re not all spending on their own behalf yet, this generation influences about $200 billion in spending power, much of which comes from their parents and caretakers.  However, these are the professionals and consumers of tomorrow, and that has marketers very intrigued.  For the automotive market specifically, this generation brings good news, because unlike the previous generation, Gen Z demonstrates a stronger interest in owning vehicles. A recent study by Autotrader and Kelley Blue Book reveals that not only are 92% of Gen Z consumers planning on owning vehicles, there are specific things that come along with vehicle ownership they’re looking forward to:

32% say it offers them freedom,

29% say it gives them responsibility, and

23% say it offers excitement.

Gen Z consumers look at vehicle ownership so positively, in fact, that a large number of them said they would give up social media, new clothing, or cell phone access for a year if it meant getting their own cars. This is a huge difference from the preferences of millennials, who are often content to take the bus or ride share with friends, indicating a promising trend for the auto industry for the coming years.

So one big question remains for auto dealerships when it comes to this youngest consumer generation: What they can do to win over this these shoppers when they’re ready to buy?

Personalization Matters

Despite the fact Gen Z has grown up surrounded by technology, buying online isn’t important to them when it comes to car shopping. 67% of surveyed Gen Z members stated they would rather car shop in-store as opposed to shopping online. This generation is looking for the best experience overall, including convenience and price, both online and at the dealership. This generation will still be shopping online, but it’s important to them to visit the dealership for test drives and to see additional options and add-ons that may be available.

Because the buying habits of Generation Z consumers tend to be more cautious overall—and because they’re looking for a great experience—dealerships that offer experience centers or product specialists will likely do well in winning them over. Additionally, look for these shoppers to be great candidates for extended warranties, as well as candidates for F&I products like extended service plans or prepaid maintenance.

Vehicle Choice

Gen Z continues is shaking things up across the board, and vehicle choices are thrown in the mix, too.  While millennials earned a name for themselves for choosing the most environmentally friendly cars, Gen Z is focused on saving money.  Whether it’s the sticker price, gas mileage, or overall maintenance, they’re looking for rides that are the most price-friendly.

This generation is also more focused on practicality than previous generations, with a serious bent toward safety as well.  In fact, 43% of Gen Z teens value safety features, up from 25% of millennial teens and only 11% of Gen X teens. Gen Z actually places more value on the safety features of a vehicle than they do the infotainment center, proving once again that Gen Z is like no other generation before it.

While millennials are still capturing the attention of marketers everywhere, they’re now sharing the spotlight with their younger counterparts: Gen Z consumers.  Large in numbers and leveraging their own increasing buying power and that of their parents, they have the capacity to change the way businesses sell, market, and communicate with their audiences.  These young consumers’ expectations are different, driving different choices in products and services.

For dealerships, this means it’s imperative to focus on the overall experiences that appeal to this generation, as well as vehicle features, benefits, and savings.  Gen Z is growing up and growing into its buying power, and those who are focused on developing business plans to answer the growing needs of this generation will succeed in capturing their attention when it’s time to buy.

This Week in Social Media

News for the Week of August 15

Hello, Google Duo

Facetime has a brand-new rival named Google Duo.  A video chat app that works exclusively on phones is releasing today, and word on the street is that it will be fast, user-friendly, and easy to use.  Users will be able to simply tap on the face of the person they want to call in order to initiate a call.  And the beauty of this app is that it works across both Android and iPhones, with just about the easiest setup process around.  Once users sign up, the app checks their phone numbers from their SIMs, then sends a confirmation code—and then, they’re ready to roll.  The app is tied directly to user contact lists, meaning there is no additional account to create or friend lists to maintain.  Dealerships, this is another way your team can stay in touch with customers and show them you’re in tune with the latest technology.  Today’s shoppers want quick, seamless communication, and by utilizing the latest apps, tools, and tech, you’ll be able to reach more consumers in a way that resonates with them.

New Facebook Ranking Signal

You guessed it; Facebook is changing things up again, and it’s aiming to ditch even more of the clickbait and get users closer to the content they love most.  While the network says most feeds won’t see much difference, it is implementing a new ranking signal that predicts the stories users most want to see and making them appear higher in their News Feeds.  Using criteria like a user survey, as well as user relationship with the person who posted a story; previous clicks, likes, and shares; and posts users have commented on, the platform will be able to factor in which stories are best matched to each user and place those at the top of the feed.  Dealerships, you’ll get consumers to click, share, and interact with your content by ensuring you continuously post fresh, engaging material that’s useful and interesting.  Be sure to post regularly so your followers know to expect you—and don’t use this as your sales platform.  When you form relationships by interacting and sharing with consumers, you’ll get more traffic in your dealership.

More Creators in Twitter Moments

Created last year, Twitter Moments consisted of an initial team of partner curators, but it was always the intention of Twitter for this portion of the platform to expand.  Moments is now opening up to more creators, influencers, and voices across the web—and Twitter is planning to open this opportunity up to everyone in the near future.  A way to offer even more creative expression, Twitter users can expect to see Moments continue to expand over time.  Check out Moments by tapping the lightning bolt icon at the top of your Twitter screen.  Dealerships, by staying up to date on current and trending events, you can interact with consumers who are following you online.  Share trending and relevant stories to spark conversation and grow your audience.

Facebook 360 Adds New Publisher Tools

Facebook is welcoming Guide and Heatmap for 360 users, brand-new tools to add even more flexibility in posting.  Guide is a way to offer viewers guided tours of user videos as they play, allowing viewers to sit back, relax, and know they won’t miss a single detail.  Video creators who use Guide can highlight specific moments in their videos, and once those points of interest have been selected, viewers will be directed around the video as it plays.  Access this functionality via the 360 Controls tab.  Heatmap offers detailed insights for users, letting them know exactly which parts of their videos users find most interesting.  By indicating exactly which portions of a 360 field of view an audience is watching, publishers are able to see the most popular parts of their videos.  Available for any video posted after May 1 that has more than 50,000 unique viewers, publishers can access this functionality via the Video Insights tab.  Dealerships, Facebook continues to offer smarter and more valuable ways to create quality content that appeals to your audience.  Take advantage of the immersive qualities of Facebook 360 video, as well as the newest features to pull in your audience and capture their attention—and be sure to utilize the newest options that offer insights into what your followers like the most! 

Ad Preferences in Facebook

Facebook just added a brand-new enhancement that will allow users even more control over the ads they see in their feeds, offering a more tailored experience and improved user content.  Users can now remove ads from their ad preferences if they no longer want to see them, giving them more control over what they see and how they spend their time, offering a better overall user experience with more flexibility and personalization.  Dealerships, ad preferences in Facebook show the power of consumer experiences and insights when it comes to how your brand is viewed by social consumers.  Be sure to offer content that’s useful and relevant—and consumers will be more likely to respond well to what you have to offer.

Tip of the Week – Your Reviews Matter

Every consumer has an opinion, and every business has faced a negative review or two.  But, guess what?  That’s ok.  First of all, a less-than-perfect review here and there is actually a redeeming quality, because no one believes any business is perfect.  Also, it gives you the opportunity to show every customer—the unhappy one and prospective future customers—how great you are a solving problems and offering solutions.  So, no matter the review, the best course of action is to respond to it swiftly and positively.  Here are some quick tips and general rules of engagement when it comes to handling online reviews and coming out with a shining reputation:

• Respond quickly to reviews.  Every review should get your attention, especially the negative ones.  Remember, everyone can see how you answer and the solutions you offer, so the way you respond can make or break future consumer relationships.

• Thank the reviewer.  It’s a good practice, whether the feedback is negative or positive, to show gratitude toward the person who’s taking time out to give you a review.  Let that person know you appreciate their insights.

• Offer solutions.  Excuses are never a good idea, especially if your dealership is in the wrong.  Instead, lean on strong solutions get you out of sticky situations.  When you offer positive ways to make things right with your customers, you’ll not only appease those who left negative reviews, you’ll stand out to potential shoppers as a dealership that is focused on ensuring quality and customer satisfaction.

• Give contact information.  When you respond to online reviews, be sure to give consumers a way to contact you at the dealership.  This is helpful for a couple of reasons.  First, it allows you to take issues offline and deal with them in person, and it also gives you the chance to personalize your service and ensure you’re completely satisfying customer needs.

Online reviews are essential to your dealership because that’s the way today’s shoppers are researching and getting information about future purchases.  They look for consumer feedback before purchasing, so it’s essential your dealership is present and active on online review sites.  When you’re aware of what shoppers are saying about your brand, you’re able to respond in a timely manner, ensuring you play a part in the word of mouth reputation your dealership earns.

To learn more about feedback and what it means for your dealership, join me at NADA 2017 where I’ll be presenting Learning to Love Complaints: Turning Feedback Into Success!

Change is inevitable. For dealerships and every other business, change is driven by shopper needs in the marketplace, and businesses that don’t change to accommodate consumers will fall by the wayside.  Today’s knowledgeable and fast-paced shoppers are looking for dealerships with an informed sales team that can meet them where they are in their buying and researching processes.  When your employees demonstrate product expertise, as well as an innovative sales environment, your dealership will stand out from the rest.

Ready to Buy

Customers are showing up to dealerships ready to buy; they are doing their own research online and are aware of what they want to buy before setting foot on your lot. In fact, 1 in 6 customers are even choosing a car to purchase fully online, skipping the test drive and dealership walk-around altogether.  Because shoppers have changed the ways they approach car buying, many dealerships are scrambling to determine the best ways to meet their needs in what has now become an online showroom. 

Your customers are steering clear of old-school sales pitches, instead opting for value, service, and a well-informed sales staff.  It’s important to keep in mind shoppers are looking for quick insights and the best service—in the shortest amount of time—so when your dealership is able to offer those things, you’ll earn their trust.  By ensuring your employees become product experts, you’ll know they can answer questions in a timely manner, respond to customer concerns, and provide the fastest service possible.  In short, today’s well-informed consumers demand an equally well-informed sales staff to meet their needs.

Data-Driven Insights

Big data is more than just a catch phrase—it’s become essential in assuring dealerships are able to direct their efforts efficiently, offering shoppers exactly what they’re looking for at the right time.  For example, AutoAlert’s data mining helps dealerships leverage analytics to reveal important shopper trends and consumer behaviors, in order to provide actionable in-market consumer intelligence.  By knowing ahead of time exactly what your customers are looking for, you can increase your sales and enhance the overall experience in your dealership.

Technology Speaks

Especially now, the functionality of your technology is crucial.  It’s imperative you have a well-designed and updated website that not only highlights your products and gives accurate pricing, but also gives customers an easy way to contact and interact with you.  Your online presence is important when it comes to reaching those who are shopping and researching the vehicles they’re about to buy.

Knowledgeable customers are bringing about increased competitiveness in the market, forcing dealerships to be innovative. One Texas-based dealership is doing this by equipping the staff with earpieces connected to a site-wide radio system that is able to contact every member of the team with the push of a single button. This system has helped them provide the customers with a better experience and make the dealership stand out from the competition. Additionally, powerful platforms like AutoAlert’s Pando are changing the way dealerships connect and interact by addressing specific industry challenges and significantly improving workflow, productivity, and communication.  For your dealership, it’s worth the investment to ensure every employee is communicating seamlessly and effectively—because this will lead to positive customer experiences that will grow your business in the long run.

Dealerships that adjust their business practices according to shopper needs will be more likely to succeed.  So what are shoppers really looking for?  They are looking for a dealership that can offer them faster service, less stress, and professionals who can efficiently answer their questions.  By investing in training and technology, your dealership can thrive in a changing consumer landscape.

Social media is the name of the game for businesses that want to attract consumer attention, and every day, more companies are realizing it.  According to Optimizely, 66% of companies say they’re putting more pressure on measuring return on investment (ROI) in social media.  After all, if you don’t know that what you’re doing is working, how do you know if you should continue down the same path?  ROI is your guidepost.  It tells you whether you’re hitting the mark with consumers or if you’re out in left field.  And in today’s competitive marketplace, your dealership does NOT want to be out in left field.

It hasn’t been too long since companies were thinking of social media almost as an experiment.  Many were thinking they might get a few bites from getting out there and being social, but not many companies really expected a huge turnout from their social platforms.  But along came consumers—and they surprised companies with their adoption of all things social, mobile, and tech-related.  And now, businesses are scrambling to not only build their platforms, but also measure ROI to determine what’s working the best for them when it comes to reaching their audiences.  Social is no longer an experiment; it’s a strategy!

So, how will your dealership know what works and what doesn’t? When you measure your ROI, those are the answers you’ll get. By focusing on your social ROI, you’ll be able to evaluate the efficiency of an investment, allowing you then to determine whether or not it’s worth maintaining.  Companies are starting to put more of an emphasis on ROI in order to better understand their investment opportunities, as well as understand areas where they may be misdirecting their energy.

Tools of the Trade

There are several web analytics tools that make it easy to measure ROI. Common packages offered by Hubspot, Google Analytics, and Kissmetrics allow clients to gain powerful insights that will guide them as they make decisions regarding their social platforms.  These are all available to help clients achieve insights into how well their social media marketing campaigns are working—or even if they’re not working well at all.  By generating reports, they are able to let clients know how many people viewed their online posts, how many clicked on them, and how many visits specific posts generated to their websites. With this information in hand, companies are able to see the types of content and posts that are catching consumer attention and driving interaction.

For dealerships specifically, AutoAlert’s powerful suite of products offers insights ranging from intelligent consumer data insights, shopping triggers, and strategies to help dealerships deliver exactly the right message to every consumer—at exactly the right time.  All of this information is available via a simple click on each dealership’s individually tailored dashboard.

Boosting Your Online Presence

Analytics are vital because they help you measure your success as you work to build your online presence, which is necessary in today’s increasingly mobile market. While social ROI makes a difference in how businesses interact online, it’s not always about getting the next sale. Think about it like this:

You won’t make a sale every time someone clicks one of your links or visits your website, but what you will do is get visibility. First, the fact you’re getting clicks shows interest, which is great. This means potential customers are thinking about buying.  It also means they’ll likely go to a friend or family member to get an opinion, and people will start talking about and sharing your brand. This type of social media presence creates hype about your dealership, which often leads to even more sales. And that type of recognition is priceless!

Improving ROI doesn’t have to be hard. There are some quick and easy things you can do to increase the amount of attention your dealership gets on social media:

• Define goals. Setting a standard on where you want your ROI to be gives you a great place to start, but make sure it’s attainable. By keeping your numbers reachable, you’ll see yourself making gains—and you’ll leave room for even more improvement later.
• Create variations. Nobody wants to see the same old post over and over again, but at the same time, don’t be afraid to get some good traction from your best content. Just be sure to change things up, make some tweaks, and always keep your eyes open for fresh ways of sharing insights with your audience. This will keep their attention and ensure they’re always looking forward to what’s coming next.
• Run tests. Testing your strategy before going full scale will allow you to work out any bugs before the big reveal. This ensures it’s launched without major setbacks and is fully ready for your audience to view.
• Measure results. Keep a constant eye on what’s working best. When you monitor your ROI and focus on providing the content your audience loves, you’ll be on your way to having the strongest social media presence possible.

ROI can be the thing that revives your social media marketing strategy.  If you’ve been flying in the dark or throwing darts at the social media dartboard while blindfolded, it’s time to tackle your platform with eyes wide open.  66% of companies are placing more focus on their social ROI because it’s important.  When you turn the focus on your dealership’s social ROI, you’ll differentiate yourself in the marketplace and stand out to even more consumers.

Check out the video too!

Part I: The Millennial Mindset

Every generation does things differently. From shopping to careers to family life, younger generations are forging their own paths and writing their own rules.  For dealerships, this means taking a closer look at what’s fueling their buying behavior and learning how to forge strong relationships that bridge generational gaps.

Meet the Millennials

This generation has been the recipient of quite a bit of hype recently, and it’s not without cause.  With 75.4 million millennials in the U.S.—now the largest generational group in the country—it’s no surprise this group is causing a stir and forcing businesses to take note, adjusting their marketing and business plans along the way to meet the needs of these shoppers.

Millennials are doing most of their shopping online, moving at a faster pace, expecting information upfront, and resisting haggling over prices. And these are some of the exact traits that make millennials game-changers for dealerships.

Traditional dealership models tend to be time consuming, require shoppers to complete the entire purchasing process in-house, and involve at least some amount of haggling.  Millennials are turning the tables and asking for change—and successful dealerships are meeting them in the middle with compromises like online credit applications, real-time inventory and pricing updates on their websites, and state-of-the-art communication platforms like AutoAlert’s Pando that streamline communication and address challenges dealers typically face.

Millennials are a generation not like the rest. Their diverse needs and preferences make it difficult for marketers to pin down exactly what they want, but we do know this: millennials want convenience and access to information—and they lean heavily on technology to get those things. They thrive in low-pressure environments where they have all the information they need to make decisions in front of them with the click of a button. For many dealerships, this requires a change in philosophy and sales approach, placing a greater focus on building relationships and empowering shoppers to find exactly the vehicles that are right for them. 

To top it all off, millennials simply aren’t “into” cars like the generations that came before them.  In general, these consumers want to spend their extra cash on experiences and the latest technology, accounting for large jumps in spending at companies like Uber, as well as smartphone providers.  Since millennials often see public transportation as a more suitable option to fit their lifestyles, many dealerships are feeling the effects of a generation that’s all about ride sharing, trading, and renting. Even though car ownership may not be a top priority with this generation, there are still some great ways your dealership can reach millennials:

• Update your technology.  And make sure it’s working and compatible across devices and platforms.  Millennials are looking for businesses that offer a great overall experience—and they’ll run if your technology is out of date or slows them down.

• Personalize their experience.  Millennials want to know you’re paying attention to their needs, and you’ll reach them more effectively by sharing with them, interacting, and getting to know exactly what they’re looking for in a dealership experience.

• Do good.  Millennial consumers are not only interested in what you’re selling; they’re also interested in how you’re interacting with your community and the ways you’re giving back.  They’re drawn toward businesses that support causes they care about, so take time out to give back—and this generation will notice you.

• Collaborate and listen.  When you are open to consumer insights and opinions, you’ll make shoppers feel more included in your brand.  Today’s shoppers want to be more involved with the brands they purchase, and they want to know companies are listening and taking their suggestions to heart.

• Socialize and share.  You’re probably already working on beefing up your social media platform, but if you’re not, it’s time to get started.  These shoppers are social.  They’re sharing, reviewing, and rating products online—and when your dealership is present and accounted for, you’ll be part of the conversations, earning trust and brand recognition along the way.

Millennials make up the largest and most diverse consumer group in the U.S., and this presents both a challenge and an opportunity for modern dealerships.  Sure, it will take some work to get to know these shoppers and learn exactly what they’re looking for when they step onto your showroom floor, but once you gain these insights, you’ll have unlocked the key to a consumer group that has $200 billion of spending power annually.

Millennial customers are an important part of your dealership’s customer base.  They have money to spend—and they are willing to spend it on the products and services that truly matter to them.  By reaching out to these consumers and getting to know the details regarding when and why they buy, you’ll gain valuable insights that will help your dealership grow alongside this generation.

Stay tuned for the next article in this series, Part II: Generation Z, the Mobile-First Generation

This Week in Social Media

News for the Week of August 8

Twitter #Rio2016 Emojis Are Here

Emoji fans are sure to get some traction on their posts by following the Olympics and adding in some Olympic-themed emojis.  Check them out and keep your consumers updated on who you’re following, how your favorite athletes are doing, and what’s coming up.  Dealerships, remember your social presence isn’t all about selling.  It’s about interacting with consumers and sharing the things they’re interested in.  The Olympics are a big deal to plenty of people, so here’s your chance to start some conversations!

Instagram Stories

Instagram debuted Stories last week, a brand-new feature for the platform, which allows users to share a compiled history of the day’s moments with their followers.  All the photos and videos taken throughout the day will appear in a slideshow format much like Snapchat stories, and Instagram users will be able to get creative by using text and drawing tools to enhance what they share.  Stories will disappear after 24 hours and won’t remain in user profiles.  To view stories, just tap a user’s profile photo. It’s also easy to go forward and backward or view another user’s story by tapping.  Dealerships, take some time to get to know Instagram and all the features it offers.  Your customers are already using this visual platform to interact and share their interests, and when you take advantage of its latest updates, you’ll have even more creative ways to connect with your followers and share what your dealership is up to.

Facebook Shopping and Services

Facebook recently began rolling out new sections for Pages where businesses can promote their goods and services.  There are over 60 million businesses present on Facebook, and it’s important to offer the most effective way for them to reach customers and highlight their services.  The Shop section will help businesses bring their products to the forefront of their Pages, and the new Services section will allow businesses to show off their professional offerings at the top of their Pages.  These updates will effectively allow businesses on Facebook to present a menu of their goods and services at the top of their Pages, giving consumers the opportunity to get to know them better.  Dealerships, be sure your Facebook information is correct and updated for mobile.  A majority of users look to their smartphones to research and interact with brands during the buying process, so the better and more accessible your information, the more likely it is shoppers will choose your dealership.

Snapchat Location-Based Geostickers

Leave it to Snapchat to give us location-based Geostickers.  The popular social platform just introduced stickers, which will currently be available for Los Angeles, New York City, San Francisco, Washington DC, Honolulu, London, Sydney, São Paulo, Paris, and Riyadh.  The stickers will function much like Geofilters and will be themed to the location they represent.  Dealerships, keep your eyes open for fun new ways you can spice up your posts and connect with consumers.  Keep a good balance of lighthearted content in your Snaps, Tweets, and Facebook posts to help you humanize your brand and connect with today’s consumers in ways they enjoy.

LinkedIn Influencer Videos

LinkedIn is introducing 30-second videos from influencers across the globe and across a vast array of topics that affect professionals today.  Everything from political issues like Brexit to the phenomenal success of Pokémon Go will be covered—and conversations will be generated across the platform by a group of more than 500 influencers who will share their opinions and thoughts on a variety of trending topics.  LinkedIn users can look forward to seeing updates on topics like workplace diversity and culture, education, and innovation—along with many more—and it will all be done via video.  Once users follow a particular influencer, videos will appear directly in the user’s feed, allowing the user to weigh in and respond to the topic being presented.  As a wide range of topics are presented, LinkedIn users will have the opportunity to participate in more directed conversations that immediately impact their industries and professional lives.  Dealerships, look toward this new enhancement on LinkedIn and follow industry influencers who can share valuable information you can then pass on to your customers.  Remember, when you participate in conversations, build your social presence, and interact with a broader online base, you’ll successfully build your brand and be more recognized among consumers.

Tip of the Week – Use Facebook Live to Boost Business

You’ve probably heard about Facebook Live.  And if you haven’t done any live video, chances are, the second you heard about it, you covered your ears and hoped it would just go away.  But guess what?  It’s not going away.  Video is here to stay because your consumers are on the move.  They are busy, and they want their content quick, easy to digest, and given to them in a format they enjoy.

So, welcome to Facebook Live.  It’s really a pretty awesome way to have fun AND connect with your audience.  And to top it all off, it’s a great way to show the human side of your dealership.  If you’re wondering how to come up with topics, here’s a quick list of things you can talk about to engage your followers and keep them coming back for more:

• Answer frequent dealership questions.  Do you regularly get questions about leasing or buying?  Do customers often ask about behind-the-scenes processes?  This is a great forum to quickly give an overview so customers get a better understanding of what goes on in your dealership.
• Reply to blog or website comments.  When you get interesting or challenging online questions, Facebook Live is a great way to answer and reach several people who may also have the same questions.  Reach a broad audience and let people know you’re attentive by going live and responding to your followers.
• Introduce new makes and models.  This is a great way to get the word out when brand-new vehicles arrive on your lot.  You’ll get consumers excited about shopping, and you’ll likely generate traffic from those who are eager to see the shiniest new models.
• Introduce your dealership professionals.  Give customers an inside look at your finance office, your sales team, and your shop.  By showing off the talent you have working at your dealership, you’ll instill confidence in the fact you have the best team ready to take care of customers, both during and after a vehicle purchase.
• Invite customers to dealership events.  Your customers love to get insider info, and when they receive exclusive invites to your events, you’ll make them feel special and appreciated.  By sharing events with your online followers, you’ll get them into your dealership and get more facetime with them, ultimately earning more business in the long run.

Live video is here to stay, because your customers are busy.  They’re trying to accomplish more than ever, and they’re focusing on brands that respect their time crunch.  They will watch what you have to say if it’s engaging and relevant to their lives, so be sure to change things up and make your videos fun, helpful, and exciting.  When you give them a reason to watch, they’ll watch.

Social media plays a big part in the lives of consumers, so it shouldn’t come as a surprise when you hear 67% of Twitter users are more likely to buy from brands they follow.  For any industry, it’s important not only to build your social platform, but also to find new and innovative ways to interact and grow relationships with online consumers.

For your dealership, a solid online presence is a must.  Your consumers spend more time researching and interacting online than ever before, and when you make yourself present and become a part of those interactions, you’ll increase the likelihood they’ll end up doing business with you.  Think of the convenience of online searching when it comes to daily life, and you’ll understand how essential it is for your brand to be present and active, especially on social platforms, where communication is quick and far-reaching.  It’s easy to reach out and get things like restaurant recommendations, current coupons, and references for the most hassle-free dealerships in town.

Now imagine the part you could play in your own dealership’s success if you were right there on Twitter—interacting with consumers and sharing valuable content that could lead directly to sales.

Getting Started

Some beginners say they are intimidated by Twitter’s platform.  Somewhere between the hashtags, the 140-character limit, the scheduling, embedding, and everything else, newbies start to slowly back away.  But it’s really not hard to get started—in fact, you don’t need to know all the hacks to start sending out tweets that will get you some brand recognition.

You should, however, pay attention to a few things that have already been discovered.  They’ll help you out in the long run:

• Social media audiences love images. You’ll get about 313% more likes, quotes, and retweets when you can offer up some pics to post alongside whatever you have to say.
• Short is good. The character limit is part of this platform’s charm, but even shorter than 140 characters will gain you higher engagement.
• Consumers want to share ideas with you. In fact, about 60% of your followers are interested in giving feedback, so asking for their insights is a great way to boost interaction.
• Utilize hashtags. Select hashtags your consumers can share, remember, and search to make your dealership even more discoverable on social media.
• Use @ mentions to call out brand advocates. Let your supporters know you appreciate them by mentioning them in your tweets.
• Build your knowledge as you go. You’ll see individuals and brands participating in Twitter chats, building lists, and interacting in a variety of ways.  Take time out to learn about all the tools available to help you reach an even broader audience.

If you’re looking for one more reason to build relationships on Twitter, check out the ways consumers want to interact on the platform.  About 42% of users learn about brand products and services via Twitter, and 41% offer their opinions regarding products and services there as well.  Additionally, companies are now starting to provide more online support via social platforms, with 19% of Twitter users saying they turn to this platform to seek support.

Your consumers will follow you on Twitter for a variety of reasons.  They want to keep up with the latest and greatest in product offerings, so if you can be the first to engage them in conversation about exciting updates, you’ll have a good shot at holding their attention and getting them to visit your dealership when they need to buy.  But keep in mind, many of your customers follow you to get information about sales, deals, and maybe even a few exclusive discounts or giveaways.  In fact, 52% of Twitter users that follow brands are on the lookout for some type of promotion.  You have the opportunity to make your online brand advocates feel special and get their continued support by going out of your way to make them feel like valued customers.

On the flip side, if your customers look for you on Twitter and can’t find you, they can end up frustrated—and they might even turn to other resources to get the answers or insights they’re looking for.  A recent Sprout Social survey confirmed that a majority of brands not paying enough attention to their customers on social sites.  For example, for every 23 branded messages sent out, brands only reply with 1 consumer response.  And to top it off, consumers who aren’t getting responses aren’t shy about turning to their own platforms to complain about the brands that ignore them.

With all this information, the choice seems clear.  Twitter offers a huge opportunity for your dealership to actively engage with consumers and build relationships.  Since 67% of Twitter users are more likely to buy from brands they follow, it’s a no-brainer.  It’s time to get on Twitter, start building your online platform, and get consumers interested in following and interacting with your brand.  Your willingness to engage will truly make a positive impression and leave customers wanting to do business with you.  You’ll be helping your brand stand out from the crowd. 

Sell More and Stress Less With Intelligent Marketing

Times change. Not everything that worked for businesses 5 or 10 years ago is going to work as well in today’s evolving marketplace. This is true for merchandising techniques, sales pitches, and customer service practices.  And it’s absolutely true when it comes to marketing strategies.

The mindset and knowledge base of consumers is always changing, and in recent years, there’s been a shift toward a more personal and customized experience.  Shoppers expect businesses to know exactly what it is they need and what they want to purchase, and at the same time, they want experiences that are created just for them.  In the past, it would have been impossible for dealerships to ascertain exactly what customers were looking for; let alone what makes and models they’d been shopping, whether they were in an equity situation, or even if they’d been shopping the competition.  But as technology has progressed, so have the capabilities of sales teams—and this means they now have access to an immense amount of consumer data that can help them make even more sales.

While dealerships have long leaned into the hope-and-spray marketing method to make sales, modern technology and intelligent marketing tools offer much more efficient and effective ways to target shoppers.  Instead of wasting time and money on generalized marketing efforts in an attempt to appeal to everyone—or at the very least, someone—dealerships can now utilize valuable data to target specific shoppers who are already interested in purchasing vehicles from them.

Good-Bye, Mass Marketing

The hope-and-spray method of marketing is widely recognized as mass marketing. By using this method, businesses essentially saturate the marketplace with product information and advertising, with the goal of reaching as many potential buyers as possible.  It’s all about getting their messages out in bulk, commonly via flyers, brochures, or TV commercials.  The dealership hope-and-spray method also pulls cold calling into play and places sales teams in the position of reaching out to consumers who may or may not be in the market for new vehicles.

While dealerships have long leaned on mass marketing to achieve sales, there’s now a better way.  Today’s intelligent marketing options offer a more efficient and targeted approach, allowing them to use data-driven insights to target specific consumers whose interests line up with products and services being offered.  For your dealership, this means having more precise access to your target market and knowing exactly who is in market and when shoppers are ready to buy.

Successful dealerships are turning to platforms like AutoAlert’s ProfileFuze to help them reach in-market customers and deliver specific insights such as makes and models being shopped, information about previous dealership interactions, and even whether or not customers are in equity situations with their current vehicles.  All of these pieces of data are valuable when it comes to better targeting customers and offering them exactly what they’re looking for.

By focusing on consumer behaviors and utilizing the data that’s available within their CRMs, dealerships are able to save marketing money they otherwise would have spent on widespread, untargeted campaigns.  Rather than spending an extraordinary amount of money to reach a broad audience that may or may not be ready to buy, dealerships are able to utilize the power of data to guide them toward the best in-market opportunities.

Personalize the Experience

By leveraging data that’s readily available, dealerships are also able to personalize the buying experience, making it more memorable—and likely repeatable—for shoppers.  When you’re able to show shoppers you are in tune with their needs and expectations in the marketplace, you’ll have a better chance of bringing them back to you for future transactions.  Especially when dealing with a large purchase, like a vehicle, shoppers want to know you’ve taken the time to get to know them and that you’re willing to go out of your way to offer them an impactful, positive experience.

Data can help you do all that.  By using the tools that are available to modern dealerships and ensuring everyone on your dealership team is onboard with new processes, you’ll be able to reach exactly the right audience at exactly the right time, ensuring you make more sales.  By implementing a data-driven marketing plan, you’ll be able to more effectively and efficiently reach customers who are ready to buy, and you’ll have the insights to get them the products and services they need.

While mass marketing allows everyone within your reach to be able to see your marketing content, it’s a shot in the dark compared to the laser focus you can get by using data to target in-market shoppers.  When you are able to see exactly what your customers want, does it really make sense to sit back and guess?

No matter the products or services they are shopping for, customers today are looking for more personalized experiences. If they feel they are receiving one-on-one attention—and if they feel a dealership is truly speaking to their unique needs—shoppers will be more likely to stick around and follow through by purchasing or scheduling services.

By saying good-bye to the hope-and-spray marketing techniques of the past, you’ll end up being able to provide your customers with more relevant and meaningful solutions.  When you tap into the power of data, you’ll gain valuable insights that will help you get to know shoppers, in turn positioning you to earn their trust and gain more long-term loyalty.

According to the Pew Research Center, 71% of online adults have a Facebook account—a statistic that, in itself, gives way to quite a bit of insight.  Social networking, sharing, and marketing have become the norm in our hectic day-to-day lives, and busy consumers are demanding more online interaction for brands to earn their trust.  But have you thought about how your dealership can benefit from all that interaction?

For both social and consumer purposes, people are turning to online platforms as a matter of convenience and as a reflection of a new, fast-paced lifestyle that requires instant responses and unlimited information.  Facebook is the giant in the room, but it’s not the only platform that’s changing the way we interact and share.

While Facebook users continue to show high levels of engagement, it’s also been shown that multi-platform use is increasing, with 52% of adults stating they use two or more social media sites—up from 42% in just one year.  Although engagement on Facebook is high, there is also plenty of growth in user numbers on popular platforms like Twitter, Instagram, Pinterest, and LinkedIn.  However we look at it, social media dominates the way most people interact and do business in the world today.

The Benefits of Being Social

All those online consumers have something in common.  They share.  In fact, they share a LOT.  And for your dealership, that means you have the opportunity to glean quite a bit of valuable data you can put to good use when it comes to selling cars and service.

Think about your own Facebook account and the details people can likely pick up just from your profile and your feed.  You probably share your birthday, special life events, updates about your family, and maybe even insights about brands and products you like.  That’s a lot of information that can help others learn about you and what you might be interested in purchasing.

The same information shows up when you interact and form relationships with consumers via social media.  Not only are you working to build trust and rapport, but you also gain valuable insights into their shopping preferences, brand affiliations, and needs within the marketplace.  Consumers are turning to social media to share just about everything, so it makes sense that your dealership is there to listen and learn how you can provide exactly what they’re looking for.

Doubt the Doubters

You may have heard people say the internet—and social media specifically—is a distraction or a time-waster, but it’s exactly the opposite when you leverage your strengths and enlist the help of your employees to share your dealership with their online social circles.  The doubters are missing out on all the great benefits social media can offer.

Trust Your Advocates

Not only is social media a great business-builder, it’s been proven employees are powerful advocates when it comes building a brand online.  Did you know employees have an average of 10 times more online social connections that brands alone?  That means not only can you connect with more potential shoppers, but you also have more resources who are able to help you gather consumer data.  And that seems like a pretty smart decision.

You need to be on Facebook.  You need to be on Twitter, LinkedIn, and any other social media platforms you are able to maintain.  Evidence shows consumers are spending an increasing amount of time learning about companies, products, and services on social media sites; and it only makes sense for you to engage potential customers and learn about them in return.  It’s a data recon mission, plain and simple.  And you don’t want to miss out.

Stand Out as a Leader

You have the opportunity to rise to the occasion and present yourself as a leader in the industry by providing the engagement consumers are seeking.  Online shoppers are hungry; they are hungry for businesses that can provide quality content and social interaction without “in-your-face” selling.  While it’s true many marketers waited to see what would happen with online social selling, that’s no longer an option for businesses that want to be successful.  90% of marketers now use social media to promote their brands, and you can be assured those who are not onboard the social media train are actively losing leads.

If you’re looking for a few more reasons to adopt social media as your new best friend, here are some things to keep in mind:

• It’s not just for millennials. When we think of social media, we tend to think the younger generations dominate the field, but for the first time ever, over half of all online adults that are age 65 and over use Facebook.  This accounts for 31% of all U.S. seniors.
• The average person in the U.S. spends approximately 16 minutes per hour on social media networks.
• Facebook has approximately 1.15 billion monthly active users, followed by Google+ with approximately 359 million monthly users, and Twitter with approximately 215 million monthly users.
• 47% of U.S. shoppers say their number one influencer for purchases is Facebook. That’s up from 24% in 2011.
• 23% of Facebook users say they login a minimum of 5 times per day.

Social media influences the lives of just about everyone—from the youngest generation to the oldest.  From gamification to online learning, from brand content to one-on-one consumer interactions—businesses are finding their niches and learning we are well beyond the wait-and-see stage.  Not only are you able to interact and share with consumers, you’re able to gain valuable information that will help you offer exactly what your customers need.  By being social, you’ll be able to personalize your service, and in today’s fast-paced, on-the-go society, personalization will help you stand out from the crowd.  Work toward building solid social relationships, and you’ll not only build consumer trust, but you’ll learn details about your customers that will help you make more sales.

69% of Executives Believe Social CEOs Boost Company Credibility from AutoAlert on Vimeo.

It’s important to get your dealership team involved at every level, from the very top all the way down. Not only does this improve engagement, but it shows everyone your dealer principal and the rest of your leadership team are regular people who are involved in the day-to-day activities of the business.  Especially when it comes to social media, it’s important to highlight those in leadership positions and ensure they’re interacting with your online followers to boost engagement, encourage online interaction, and ultimately, improve brand recognition.

In a recent report, Forbes released feedback from global executives, confirming that 69% believe social CEOs benefit their companies.  And company leaders across the globe are taking note of this insight, with the world’s 50 largest companies boasting an over 80% CEO online presence.

Overall, however, company CEOs are slow to adopt social media as a necessary form of communication and interaction.  Among the entire Fortune 500, a mere 32% of CEOs have LinkedIn Profiles, and an even lower 10% are on Twitter.

The Importance of Presence

Consumers and employees alike need to be aware that company leaders are everyday people—just like them.  By becoming and staying active on social media, CEOs can help build relationships, create more relaxed platforms for interaction, and make themselves more approachable.  This has a tremendous positive impact—not only on customers and bottom lines, but also on employees and the level of engagement that builds for companies.  When CEOs get involved and contribute on a regular basis on their companies’ social platforms, it helps to humanize the brand, and it shows everyone is connected and unified as a team.

For your dealership, keep in mind social media is a great way to share information and let your customers know what’s going on. A majority of consumers get information from social sites, and when you’re invested in sharing and updating them on the platforms they frequent, you’ll end up building solid relationships that lead to more sales.  It’s important for those in leadership positions to interact and share via social media in order to build solid relationships with your customers and better understand their marketplace needs—and it will set an example for employees as they reach out via social as well.

There are some solid examples of how CEOs in automotive are successfully connecting via social media, beginning with Mary Barra, CEO of GM, who makes weekly posts on Twitter. Additionally, Elon Musk, CEO of Tesla Motors, posts on Tesla products, science, and the future of motoring regularly. These posts help keep everyone aware of the company, environment, and events that are taking place.

Consider posting regularly to platforms like Instagram, Twitter, Facebook, and Snapchat to build lasting relationships and learn what customers are looking for from your dealership. If you have a company blog, it’s also a great idea to be sure you include a variety of voices, including that of the CEO and your leadership team, to express a broad range of content.  Remember, your social posts can be about work, family, and hobbies or passions you may have, but steer clear of a hard sell and focus on the relationships you’re building.

When CEOs get involved in a company’s social activity, the benefits are many.  Consumers will get to see a company that’s led by an approachable and personable individual, and employees will be more likely to engage as well.  It’s a networking opportunity that allows businesses to reach more consumers and build their brands more quickly than traditional routes, and it’s a great way to stay top of mind with shoppers who may be in the market for what you’re selling.