Part III: Gather Data to Dominate

Hopefully you’re already convinced social selling has a lot to offer your dealership.  In fact, dealerships that want to win in today’s marketplace will need to get social—and fast—if they want to keep up with the competition.  In addition to building relationships with consumers and becoming a top-of-mind resource, by amping up your social media presence, your dealership can glean plenty of useful data that will come in handy when it’s time to make a sale.

In Part III of this 3-part series, we’ll take a look at the ways social selling can help you access valuable consumer data you can utilize to help you sell more cars.  And selling more cars is the goal, right?

Consumers share an inordinate amount of information about themselves via social media platforms—whether it’s on their profiles, during interactions with acquaintances and friends, or when they involve their favorite brands in discussions.  And savvy businesses are utilizing the information that’s available to them on social media and putting it to good use as they build relationships with potential customers.  Why?  Because in a sea of competition, you’ll stand out when customers feel like you can offer them a personalized experience.

Defining the Data You Need

Today’s customers want to feel like you know them.  And what better way to get to know them than to form relationships where they interact, shop, and do research?  Social media has become the go-to for a majority of consumers, and that means your dealership needs to be there, too.  Facebook, Twitter, and other popular platforms aren’t just places to go when you’re looking for cute cat pictures or funny baby videos; instead, consumers and businesses alike have found there is valuable information to be found on social platforms that can facilitate both the shopping and selling processes.

Consumer sentiments and preferences abound on social platforms.  When you keep your eyes open and remain aware, you’ll find things like reviews, feedback and comments on product forums, chats, likes, and shares.  All of these things contribute to the big picture of what people are saying about the brands they like and trust—and even the brands they may be frustrated with.

Additionally, when you build relationships with online consumers, you’ll have visibility to data regarding life changes, which can affect how and when vehicles are shopped.  For example, if shoppers post updates about getting married, having a baby, or even having vehicle trouble, your presence in their social circles will give you exclusive insights that will help you provide the right communication at just the right time.

Finally, dealerships are leveraging data-mining intelligence and opportunities like AutoAlert’s Proactive Portfolio Management to help them reveal online trends and consumer behaviors, generate more leads, and increase their bottom lines.  By using every outlet at your disposal, you’ll be able to glean important data that will guide you in providing exactly the experiences your customers are looking for.

Taking the Daunting Out of Data

For many businesses, the idea of tackling consumer data is overwhelming, but when you leverage social media to get a good portion of what you need, it becomes easier.  Social media helps you understand your customers and get to know their needs in the marketplace, but once you’ve collected data, there’s another step you have to take in order to make it matter:

Data + Analysis = Valuable Insights

For the data you collect to be worthwhile and helpful to your dealership, you must not only aggregate it; you must analyze it, too.  This is the part that can seem daunting.  Whether you’re collecting data via social platforms or from other data sources, once it’s organized, you’ll find the most helpful insights come from the information you’ve thoroughly analyzed.

Many dealerships are choosing to power up their CRMs in order to get the most mileage out of their internal data.  Tools like AutoAlert’s ProfileFuze deliver insights letting you know exactly what customers are looking for, what shopping intensity they’re displaying, and even if they have existing social connections within your dealership.  When looking at new technology, stay focused on the number of actionable insights you’ll be offered, as this is the information that will guide your sales professionals toward potential shoppers who are ready to buy.

For external data, establishing a strong social presence is key.  You’ll be surprised at the amount of information you’re able to accumulate simply by interacting, engaging in conversation, and building strong online relationships with consumers.  At the same time you’re able to build recognition for your brand, you’ll be able to gain valuable insights you can put to work in order to help you sell more vehicles.

While it may seem daunting to analyze and calculate the numbers behind consumer behavior, everyone can be active on social media and take note of trends in order to effectively evaluate what shoppers are looking for.  The more attention and focus your dealership dedicates to understanding what shoppers need, the more effectively you’ll be able to create compelling messaging that draws shoppers onto your lot.  By leveraging the power of social media, your dealership can build solid relationships with consumers and gain innumerable insights regarding what they’re looking for in the marketplace.

This Week in Social Media

News for the Week of June 27

Twitter Adds Live Button

Twitter recently added a new button for both iOS and Android that will allow users to broadcast on Periscope from Twitter.  Now users can go live simply by tapping a button in Twitter—without switching apps.  When starting a new Tweet, users will see the Periscope live button as an option in the media picker, and to make things even more convenient, if users don’t already have the app, it will immediately be offered when the button is tapped.  Geared toward getting more new users to give Periscope a try, all users will enjoy a quicker way to broadcast live video. Dealerships that are already working on their live streaming skills can now reach their followers even faster by accessing the Live button via Twitter.  Whether you’re on the lot or the showroom floor, give video a try.  Your audience will gravitate toward a new format that’s personal and in real time.

Updates to Facebook Messenger

Facebook Messenger is making some changes to its app to make is easier for users to find their most recent conversations, as well as their most frequently messaged contacts, more quickly.  Users will still see their most recent conversations at the top of their screens, and in addition, they’ll notice the addition of a Favorites section, which highlights the people they message most frequently.  Messenger also highlights users who are Active Now so others can be prompted to interact in the moment.  Additionally, helpful tools like birthday reminders are being added to help users remember important information.  Dealerships, Facebook Messenger offers you a quick way to provide instant, personal customer service—right where your customers are spending time.  By ensuring dealership representatives are available to answer questions and participate in conversations, you’ll build your brand presence and gain loyal followers.

Pinterest Offers New Targeting Tools

Pinterest just rolled out more powerful targeting tools, letting marketers and businesses better gain the attention of their audiences by combining their own data with the data collected by Pinterest.  Businesses can target based on user interests, keywords, devices, location, and more; but now, with even more powerful technology in play, they can combine the information they have with the data Pinterest has about potential customers.  By using the Pinterest Ads Manager, users can create and target in three new ways, including customer list targeting, visitor retargeting, and lookalike targeting.  Throughout testing, some businesses saw clickthrough rates increase by as much as 3x by utilizing retargeting, and lookalike targeting boosted clickthrough rates by up to 63%.  Dealerships, keep your eyes on Pinterest for new and innovative ways to reach consumer groups.  As many as 80% of millennials use Pinterest to help them find things they want to buy, and that means being visible and interacting on this platform could help you form valuable relationships with one of the youngest groups of consumers.

Facebook Store Locator Is Here

Facebook recently launched a brand-new feature that will help businesses drive shoppers to their stores, as well as track the number of store visits and sales that follow mobile ads.  While 45% of all shoppers lean on mobile to contribute to their shopping journeys, the majority of purchases are still completed in brick and mortar stores.  With this latest technology, businesses will be able to measure exactly how impactful their online advertising campaigns are in driving traffic to their physical store locations.  Consumers already lean on technology that helps them locate stores, and by leaning into this technology and pairing it with the ability to measure foot traffic to those locations, Facebook Locator will can tell businesses when their ads are working effectively to bring customers—and sales—to their storefronts.  Dealerships, when reaching out to consumers online—whether it’s via social networks or your website—be sure to check your contact information and keep it updated and easy to find.  When shoppers can easily find and contact you, it’s more likely they’ll seek you out for their needs.

YouTube Director Is Here

Businesses are increasingly aware that video speaks volumes to today’s consumers, and YouTube is right there to offer what’s needed to help them create it.  The newly launched YouTube Director allows businesses to create video ads directly from their phones, and the popular social platform has made it quick and easy.  Available now for iPhone throughout the U.S. and Canada, users can create video ads directly from their phones—even if they have no video editing experience.  Users can download the app from iTunes and get started making ads that will resonate with their customers right away.  With 4 billion video views per day on YouTube, there’s plenty of room to make a mark and be seen by consumers via video ads.  Dealerships, the combination of video and the ever-popular social platform, YouTube, will give you nearly an unlimited playing field when it comes to getting your brand message out to interested shoppers.

Twitter Emoji Targeting

Twitter recently introduced emoji targeting, allowing advertisers to target users based on particular emoji sentiments they have expressed.  Emoji activity has continued to grow on social networks and can be seen as a view into individuals’ moods or mindsets—information that is quite valuable to businesses.  With this latest update, brands can now connect with individuals based on a particular expressed sentiment, target people who Tweet food emojis, and reach individuals based on their passions.  To get started with an emoji targeting campaign, businesses can reach out to Twitter Official Partners, AdParlor, Amobee, HYFN, Perion, SocialCode, or 4C.  Dealerships, whether it’s an ad or a couple of posts, give emojis a try.  Remember, for some of your more casual communications, your followers will appreciate a change in style that catches their eye.  After all, the word of the year in 2015 was  , which pretty much says it all.

Tip of the Week – Get Personal

With social media, it’s all about creating a unique, personal connection with consumers that will, in turn, encourage them to turn to your dealership when it’s time to purchase or service their vehicles.  Social media platforms allow you the freedom to build one-on-one relationships with potential customers by interacting, learning what your followers like, and also what they don’t like.  You’ll be able to go beyond selling and gain a better understanding of your audience when you lean take the time to get to know your online consumers and interact with them on a personal level.

Check out a few simple ways to make things more personal:

• Address customers by name. Using a customer’s name during interactions, especially in emails or any online interactions, shows you actually took the time remember them. This makes them feel more comfortable during their time with you and really makes them feel appreciated.

• Invite a reply. Getting a response when reaching out to customers is hard enough as it is. To provide them with more comfort and a more personalized experience, provide them with the name, title, and contact info of an actual person they can get in touch with whenever they feel the need. This gives them the feeling they have their own personal assistant who’s available at their discretion.

• Personalize your response. Receiving a message from a customer means that they took the time to read your message and respond. In return, it is important to take the time to send a timely response, using their name and letting them know their issue is being handled. Even if it can’t be answered right away, a quick response lets them know that you are working on it and are paying attention to their needs. 

• Share common interests. Social media is the best place to share what you like and find interesting. Sharing your common interests with customers makes them feel more connected to you. It shows them you’re a regular person like them and makes the connection and overall experience that much more personal.

When working on building relationships with customers, creating a personal experience is a huge factor in determining whether the interaction will be a success. Increasing the personal factor increases the chance of building a life-long relationship. Whatever interactions occur between you and your customers, ensure to take that extra time to make it personal for them—and it will definitely pay off in the end!

Part II: Increase Employee Engagement

When dealerships are focused on social selling, they’ll be able to increase employee engagement, as well as boost their bottom lines.  Most businesses already know increasing employee engagement is important, because engaged employees are more dedicated, motivated, and committed to helping them succeed in their overall endeavors.  You’ve heard quite a bit about how social selling can boost your profits, but it also plays an integral role in employee engagement, ensuring your dealership is one that thrives and delivers top-quality experiences to every consumer.

In Part II of this 3-part series, you’ll learn how you can utilize social selling and boost employee engagement, essentially leveraging the benefits of both to increase brand recognition and profits for your dealership.

What Is Employee Engagement?

Employee engagement is a way of measuring the level of commitment an employee has to his or her company.  An engaged employee is one who will go above and beyond to get the job done, strive to perform at the highest possible levels, and put forth the effort necessary to make a positive difference in his or her workplace.  These are the employees you want, because they will consistently go past what is expected and do things that will surprise you!

Engaged employees have the power to determine the success of your dealership by sustaining a culture of trust, cooperation, and collaboration.

Social Selling Leads to Employee Engagement

By empowering employees to act as the voice of your brand, you’ll be building trust in their abilities to interact with online consumers and speak up on behalf of your dealership.  You can build a culture that celebrates employee engagement by ensuring you communicate every employee is invited—and encouraged—to participate as you work together to reach more online consumers.  Remember, employees who are engaged with their work and feel valued will end up being some of the strongest advocates for your dealership—and that’s great news, because employees actually have 10 times more reach on social media than businesses alone.

When you harness the power of social selling by encouraging your employees to act as advocates for your dealership, you’ll be empowering them to be proponents of your brand—and their workplace.  The trust you place in them and their abilities to reach out to consumers will build their confidence and bolster employee engagement throughout your dealership.

It’s a Win-Win

More employee engagement means more employees will want to advocate for your dealership—and the more you encourage them to advocate, the more they’ll feel engaged.  This way of thinking benefits your dealership’s bottom line in several ways, and in case you still need a bit of convincing, check out the following stats to discover all the benefits behind building your brand by increasing employee engagement and encouraging social selling:

• One third of millennials say social media is their preferred method of communicating with businesses.
• 70% of the U.S. population has at least one social media profile.
• 90% of young adults ages 18-29 use social media.
• 57% of consumers say they would be influenced by positive online reviews.
• 90% of consumers say they trust recommendations from personal connections, while only 33% say they trust recommendations from brand messages.
• Engagement increases 8x when shared by employees vs. when shared by brand channels.

With consumers turning so much time and attention toward online social sites, it makes sense to ensure you have an all-hands-on-deck mentality when it comes to communicating and staying in touch via social media.  Shoppers want to interact with businesses, and they are looking for feedback and reviews before they buy—so be sure your dealership establishes a strong social presence and enlists the help of your team to reach even more consumers.

Your employees can propel your dealership to the next level when it comes to gaining brand recognition and traction online.  As with consumers in most industries, automotive consumers are increasingly turning to online avenues to seek out information, and when your pros use their social sharing skills to engage potential customers and build relationships, they’re more likely to bring them into your dealership.

In today’s fast-paced marketplace, more dealerships are turning to apps like AutoAlert’s FuzeCast for solutions that boost engagement, reach more consumers, as well as get employees involved.  When you leverage the reach of every employee and offer professionals the opportunity to speak up on behalf of your dealership, you’ll not only be getting more bang for your marketing buck, but you’ll be increasing employee engagement throughout your business.

By leveraging the social power of your employees, you can tackle several important issues at the same time.  You can gain exposure and visibility for your dealership, boost employee engagement, and ensure your dealership is building valuable relationships with consumers throughout the marketplace.

Part I: Social Selling and Your Bottom Line

There’s serious hype about social selling in every industry, but do you know what it means for your dealership?  Do you know how it can impact your sales, your employee engagement, and ultimately your bottom line?

If not, it’s time to take a look.  There are several ways social selling can dramatically impact your dealership, and in Part I of this 3-part series, you’ll gain insights that will help you leverage social media to make the greatest possible impact on your bottom line and set your dealership up for continued success with today’s consumers.

What Is Social Selling?

Social selling is the idea of using social media to interact with consumers via online social platforms—like Facebook, Twitter, LinkedIn, and more—in order to gain brand recognition and build relationships, ideally culminating in consumers seeking out your dealership when they are ready to purchase.

If you haven’t taken a look at the facts, you might be surprised.  Social selling is garnering attention for a few reasons, namely because it works—exceptionally well—and it won’t break the bank when it comes to your marketing budget.  In addition, social selling can help your dealership reach an extremely large audience in a fairly short amount of time.  In fact, when you enlist the help of your employees and get them on the social selling bandwagon, you’ll reach even more consumers than your dealership alone could ever reach.

Social selling can make a huge difference in your dealership’s performance when you have a plan and tackle things the right way.  It may seem counterintuitive at first to encourage your employees to become active on social media while at work, however, it will pay off for your dealership in the long run.  To bolster your confidence in the whole idea, keep in mind 73% of sales reps who are active social sellers end up outperforming their colleagues. Leveraging your social channels in the right way can help your team hit their goals and help your dealership rise to the top.

In the age of social selling, the idea of making friends takes on an important meaning for businesses. Getting to know your customers, building a recognizable brand, and focusing on growing relationships will greatly increase your chances of bringing shoppers into your dealership.  And that makes it more likely you’ll create customer relationships that could last a lifetime.

Interact and Connect

It’s important for sales professionals to connect with consumers via social platforms; after all, that’s where a majority of today’s shoppers research and get feedback before they even think about visiting a dealership in person.  Rather than solely focusing on the content, it’s beneficial for your sales team to schedule time to interact with online consumers.  When businesses take time to answer questions, reply to feedback, and respond to posts on their sites, they’ll end up building solid relationships—and followers will come back for more.

92% of buyers will delete emails and ignore missed calls and voicemails from people they do not recognize. For this reason alone, it’s essential to be recognized and accepted by consumers.  Interacting with potential customers on social media will not only allow you to get to know them and what they are looking for, it will also enable you to connect with them on a deeper level and form relationships that will ultimately bring them to you for their car-buying needs.

Finding prospects is a key element in the success of your sales team. Without leads on potential customers, the list of people they’re selling to becomes very short.  Savvy dealerships and salespeople are looking toward social selling to break the ice and build their prospect lists.  82% of prospects can be reached on social media platforms, making it vitally important for your employees to become active and reach out to consumers by sharing relevant information that will position your dealership as a leader in the industry.

When your dealership professionals find and interact with prospects in the places where they research, seek feedback, and learn about products, they’ll be perfectly positioned to share valuable insights and build trust in your brand.  By being easily accessible, potential customers won’t have to look hard to find them, and they’ll be top of mind when it’s time for shoppers to buy.

Get Social to Meet Your Goals

Goals and quotas are a way of life for nearly every salesperson.  In place to ensure individuals perform well and everyone does their part to contribute to the whole, sales goals can be daunting without a steady stream of opportunities coming in.  An important note for modern sales professionals is the fact that those who do not use social media miss their quotas 15% more often than peers who are frequent social media users. Social selling increases the number of leads, improves customer relationships, promotes brand awareness, and allows for ease of access to potential customers—all of which adds up to your team being able to make more sales and hit more goals.

A Few Quick Tips

A constant presence is needed to ensure your social selling strategy becomes a success. It won’t work if it’s treated with a “set it and forget it” attitude; instead, keep the following Do’s and Don’ts of Social Selling in mind, and you’ll be golden:

• You don’t have to create your own content every day.
• Do read consumer posts and be a good online listener.
• Do respond appropriately with content that brings value to the conversation and shows your interest.
• Do leave comments, like posts, and interact whenever possible.
• Do offer industry insights that may be helpful to consumers.
• Don’t use social media to oversell. In fact, most of your posts should be for the purpose of interacting, not selling.
• Do be easy to find by making your presence known and offering multiple access points across a variety of platforms.

Social selling will take your dealership to the next level when it comes to building your brand recognition, growing your customer base, and increasing your bottom line.  Most consumers turn to social media to interact and share feedback, and dealerships that find new ways to build relationships in a market that is constantly changing will reap the most benefits. When you build relationships and focus on social selling, your dealership will break through to a whole new level of success.

This Week in Social Media

News for the Week of June 16

Snapchat Content Now More Discoverable

Snapchat is bringing updates to users and making its content more discoverable by revamping its Stories and Discover pages.  The Snapchat Discover page will now feature a grid-style format, much like Pinterest, as well as headline previews which will allow users to quickly discover new and exciting content.  The Stories page now combines two rows of Discover channels and Live Stories into a single row of non-friend content that is scrollable, making it easier for users to determine which Stories they are interested in watching.  An additional feature is the tap-and-hold feature, which will allow them to subscribe to their favorite Discover channels, rather than having to search for them.  Dealerships, don’t overlook the usefulness of Snapchat in your social media planning.  With 10 billion daily video views, there’s plenty of room for you to get creative and deliver brand stories that will help you connect with today’s consumers.

Facebook Video Comments

Facebook users worldwide can now add video to their comments.  Available immediately and supported by desktop, Android, and iOS, users can upload videos as replies to posts by people and pages, and even within groups and events.  This encourages an even greater level of engagement and interaction between users and allows for more creativity in conversations.  Dealerships, consider video replies when consumers pose questions or leave feedback for you.  You can leave a personalized, detailed response simply by clicking the camera icon next to the comment field.

Facebook Supports 360 Photos On News Feed

Facebook users can now share 360 photos on their new feeds simply by taking phone panoramas to capture 360-degree photos and then posting as they would any other photo.  Facebook will do the rest by converting the photo to an immersive 360 photo users can explore and experience—similar to viewing Facebook 360 videos.  To identify 360 photos in the Facebook News Feed, simply look for the compass icon on the right-hand side of the photo.  Dealerships, keep exploring the latest advancements and tools available to you, especially when it comes to social media and visual capabilities.  Your consumers will be more likely to interact and get involved with your brand when you’re able to deliver relevant content that leverages the latest technology.

Instagram Adds Easy Share for iOS

The Instagram 8.2 update offers a welcome enhancement for users, allowing them to post directly to the app from Photos or other iOS apps.  Users are now able to select an image or video and simply use the share menu to post directly to Instagram—and captioning is also available—all without having to open the Instagram app.  Users will still have to open the app to user filters or tag others, however.  In order to access this latest feature, users will need to download the latest version of Instagram.  Add pics to Instagram and keep your consumers updated on what’s going on at your dealership.  With 400 million monthly active users, there’s a high likelihood you’ll reach plenty of people when you post content that interests and involves your consumers.

Hello, Twitter Insiders

Twitter recently introduced Twitter Insiders, a network of over 12,000 Twitter users who participate in research studies.  Intended to present a solution for more well-rounded and streamlined consumer research, this program is made of consumers who participate in anonymous panels across the U.S. and U.K.  Twitter Insiders partners are able to test market ideas and get consumer feedback, allowing them to update campaigns based on valuable and quick insights.  Dealerships, it’s important to get to know your audience—even before you start interacting with them via social media.  When you know who your consumers are, know their likes and preferences, and take the time to understand their needs in the marketplace, you’ll be better equipped to offer the right solutions for them.

Now Easier to Embed Twitter Timelines

Twitter just made it easier for users to embed timelines for any web app.  Now with factory functions, Twitter makes it possible to embed one timeline or numerous timelines, and users can take advantage of the new oEmbed API to help them integrate timelines directly into their CMS.  To customize their own embedded timelines, users can go directly to publish.twitter.com to get the code needed to copy and paste into their sites.  Not only is it essential to have a functional, up-to-date website, but it’s also wise to embed your social feeds and keep consumers connected to what you’re doing online.  Dealerships, it’s easier than ever to embed your Twitter feed, engage consumers, and let them know how you’re interacting with online followers.

Tip of the Week – Use Images Creatively to Capture Audience Attention

By now, you’ve heard a lot about images and video and how well they resonate with your consumers.  That’s because today’s shoppers are busy.  They are on the move, accustomed to things happening quickly, and attracted by quick, easy-to-digest content.

But now that more people are figuring that out, how can you stand out from the crowd?  How can your dealership use images in a creative way to both earn brand recognition and bring followers onto your lot?

Check out a few quick tips that will give you an edge when you’re working to create captivating visuals:

• Consider an infographic. Infographics are a fun way to convey a lot of information in combination with visuals that keep readers interested in your content.  There are plenty of sites, like com, that will make creating the perfect infographic quick and simple.

• Make a GIF. While you may not want to use them all the time, for your more casual posts, GIFs can be a great way to capture attention.  Apps like com will help you along the way, and before you know it, you’ll be posting your very own animated image files.

• Use a quote. Some of the most popular posts on social media are quotes, and the automotive industry has some inspiring stand-outs of its own.  Consider Henry Ford’s fun, “Auto racing began 5 minutes after the second car was built.”  Turn it into a great visual by visiting a site like com and voila, you’ve got a great post to engage your consumers.

• Make a collage. Instead of a single photo, consider combining several of your best shots into one eye-catching design.  It’s quick and easy with sites likecom, and since your consumers are accustomed to seeing multiple pics and collages on sites like Instagram, you’ll likely catch their eye with your creativity.

• Create a storyboard. You’ll need to use your creativity for this one, but consumers will gravitate toward something you can explain to them in an easy step-by-step format, especially if you use visuals.  Consider making it light-hearted or simplifying a difficult topic, for example: The New Car Buyers’ Guide to Maintenance.  Then create a visual storyboard of maintenance milestones to help customers remember important times they need to visit the dealership.  Check out sites like com to get help and great ideas.

• Make a meme. Memes are big on social right now, and net can help you create your own in no time.  Take your own dealership pics and top them off with clever—yet tasteful—captions.  You’ll capture consumer attention and garner online interaction.

When you’re working with visuals, there are plenty of easy add-ons you can utilize to quickly capture attention.  Add a filter or a caption, position pics for side-by-side comparisons (great for automotive!), or just snap unique or candid moments in your dealership.  Whatever you decide, be sure to be a consistent online social presence, and your followers will learn to look to you for enjoyable, relevant content.

Businesses today can no longer count on passive consumers; in fact, it’s a given that shoppers will enter your dealership empowered with more information and technology than ever before.  In order to build trust in your brand and win over savvy shoppers, it’s important to keep up with what’s important to them in the marketplace.  While it may not be possible to pinpoint everything that’s transformed shoppers from passive to empowered, it’s clear consumers entering your dealership today have a specific set of needs setting them apart from shoppers of the past.

Informed and Connected Consumers

There are several factors behind today’s empowered consumers, not the least of which is the heightened connectivity available to nearly everyone at the touch of a cell phone button. Additionally, the number of choices available to consumers has been steadily increasing over the years, offering more decision-making power and flexibility in shopping.  With the ability for consumers to get what they want when they want it and where they want it, they are empowered in nearly every shopping endeavor.

For your dealership, the choices, information, and connectivity available to shoppers make it essential to make a powerful impression immediately and consistently in order to earn trust and loyalty in a competitive market.  Empowered consumers fill every industry, making it important to know their characteristics in order to successfully reach and sell to them. Some notable traits belonging to these shoppers include the following:

1. Mobility plays a huge role for empowered consumers. Today’s shoppers are highly connected to their smart phones; in fact, phones serve as their calendars, maps, and even credit cards. They play a huge role in every aspect of their lives and are critical to their daily activities. When your dealership focuses on zeroing in on mobile technology to reach more consumers, you’ll gain ground in this arena.  Keep in mind, businesses with mobile apps are able to provide better and quicker service, make shopping easier, and stay connected with customers who are on the move. 
2. Intelligent shopping has a taken on a whole new meaning for today’s consumers. With access to nearly unlimited information at any point in time, shoppers can be fully informed before making any buying decisions. And it goes even further than that; now more than ever, shoppers are reaching out to gather the opinions of friends and family via social media before they visit your dealership to purchase. Because of the broad reach of your audience and their capacity for gaining intelligent shopping information, it’s essential for your dealership to engage them on the platforms where they’re most active.  By creating and maintaining a strong social presence, you can build strong consumer relationships that will encourage shoppers to visit your dealership to purchase.
3. Dedication is important, as empowered consumers can be very loyal to specific brands or dealerships. However, your shoppers are smart, and this dedication must go both ways. Today’s discerning consumers identify value, especially personal value, in both quality products, as well as quality experiences. Shoppers are on the lookout for excellence in service, quality products, as well as an overall experience that satisfies them; and for dealerships, this means finding ways to make the car-buying process as smooth and enjoyable as possible. Dealerships that find ways to shorten overall processes, make waiting areas more comfortable, and even offer some online forms will gain the approval of empowered consumers who are looking for positive buying experiences.

Connect With Empowered Consumers

Because consumers have changed and are looking for dealerships that can meet their needs when it comes to communicating, sharing information, and shopping, your dealership will likely need to re-examine its approach in order to successfully connect. Some key points to keep in mind are:

1. Finding social platforms of choice will allow you to connect much easier—and in a more natural way—opening up two-way conversations between your dealership and consumers. Keep in mind, a majority of consumers get information and feedback from online social platforms, so when you’re there to offer conversation, content, and feedback of your own, you’ll make inroads to lasting consumer relationships.
2. Offering relevant content provides opportunities. By offering content that educates, informs, and entertains, you’ll strengthen the relationships you’re building. Remember, your online posts aren’t about selling; instead, they’re about connecting.  So be sure to offer high-quality content that benefits your consumers.  They’ll be more likely to share it with friends and acquaintances, and they’ll be more likely to return to you as a trusted source.  Not only will you strengthen your brand, but you’ll build trust in the process. 
3. Analytics are important in order to understand what’s working successfully for you. It’s important to interact and share content with your consumers, and it’s equally important to take time to analyze and gather data regarding how shoppers are interacting with your content. This will provide a deeper understanding of customer viewpoints, what they want, and what does and doesn’t work. Your dealership can base future posts and content on the data gathered, giving rise to a higher quality online experience.

Empowered consumers hold the keys to the marketplace, and it’s up to dealerships to meet them with the experiences, service, and technology they expect to receive from modern businesses.  Dealerships that understand shopper needs and work to provide innovative solutions that keep up with the marketplace will capture and keep the attention of today’s shoppers.

As consumers, we are influenced by everything we hear and see, everywhere we go, and in everything we do. Whether we realize it or not, no purchasing decision is made entirely on our own. Instead, however large or small the influences may appear, we are swayed by people, marketing, and opinions every day.

It might be a recommendation from a friend, an online review, or a Facebook post recommending a great new product that was recently purchased.  ­Whatever form it takes, all of these comments, reviews, and opinions add up to word-of-mouth marketing (WOM), and when shoppers share insights about your dealership via their social platforms, they have the power to influence consumers who are actively shopping and researching online.  This is a powerful form of marketing, with the ability to reach an unlimited number of people in a very short amount of time.

The Benefits of WOM

WOM is all about the sharing of information between customers and potential customers about a brand, product, or service. Your dealership can benefit greatly from this type of marketing for several reasons, not the least of which is its cost-effective nature.  Since WOM marketing often begins with a simple conversation between friends or acquaintances, it’s free marketing for your dealership.  By encouraging your customers to go out and share their experiences online and with their friends and family, you’ll be tapping into a much broader audience simply because your customers have a greater social reach than your dealership alone.  Additionally, most companies find WOM marketing increases overall brand awareness and directly impacts sales results.

When you build great relationships with your customers and provide top-notch dealership experiences, you’ll have a great chance at gaining their support when the time comes to vouch for you to their friends.  With customer support, you’ll gain the attention of a greater number of consumers who may be in the market for new cars, and, as statistics have shown, 77% of consumers are more likely to purchase a product when they learn about it from friends and family. In fact, 84% of global consumers believe recommendations from friends and family are the most trustworthy sources of information about products. It’s important to keep this in mind as your dealership works toward giving customers the tools to spread positive WOM about your dealership.

If you’re looking to improve your WOM strategy and entice shoppers to speak up for your dealership, keep the following tips in mind:

• Target the influencers within your market space. These can be public figures, bloggers, trendsetters, or anyone who has a sizeable social presence and enjoys interacting with your brand. Encourage them to chat, engage them with great content, and work to build trust in order to ensure they speak up for your dealership while interacting with others online.

• Construct a tightly woven social media community. Social media allows people to stay connected and share information. This is an easy way for you to directly connect with your customers and build stronger relationships. The relationships you foster and build with consumers will encourage them to share your brand with others on their social platforms. 

• Create a unique advantage to gain an upper hand against your competitors. Find out what your dealership does better or differently from the rest, and get the word out. Learn the best ways to reach your target audience and share with them the advantages of choosing your dealership. When you grow your online audience, you’ll gain followers—and those followers can boost your WOM strategy, communicating positive experiences to their online circles.

• Honesty is key. The most important component in any WOM strategy is honesty. Your reputation and your marketing strategy depend on the trust customers have in your brand. When issues arise or questions are posed, be sure you engage with consumers in a positive way. Respond efficiently and truthfully, even if you’re responding to criticism or to less-than-positive feedback.  Consumers will respect your willingness to interact and share information, and you’ll build more trust amongst your audience.

WOM marketing is important, as it can make or break your brand. By following the points listed above, your dealership will be well on its way to creating a strong word-of-mouth strategy. You’ve already been hard at work building a high-quality, top-notch dealership brand—and now, when more customers share their stories about the great experiences you’re providing, you’ll end up making more sales.  In the end, word of mouth carries far, and consumers have an immense trust in their friends and online connections.  When your customers are happy and you give them plenty of reasons to speak up and share their positive experiences with their social circles, you’ll see even more customers roll in the doors of your dealership.

This Week in Social Media

News for the Week of June 9

Instagram Business Profiles

Instagram recently announced a variety of new business profiles, which include a Contact button, access to insights, and the ability to convert posts that are performing well into ads.  Instagram business profiles are free for business accounts, and with a business profile, businesses have the ability to choose how customers can contact them.  With the latest Instagram Business Tools, businesses will have even better ways of reaching and connecting with customers.  The Contact button allows customers to call, text, or email simply by tapping a button, and they can also get directions to the business.  Additionally, business profiles allow access to insights, as well as the ability to promote posts within the app.  For dealerships, this update will allow you to more quickly and efficiently connect with your followers and learn what interests them when you post.  Share a variety of content and be sure your dealership information is up to date so potential customers are able to find you when they’re ready to buy. 

Facebook Messenger Gets New Emojis

Hello, new Facebook emojis!  The popular platform has added over 1,500 new emojis to Messenger, including a brand-new set of standard emojis.  Aimed at providing a better representation of the world we live in, this bundle of emojis offers everything from a broader range of skin tones to more women in diverse roles to a range of different hair colors.  Emojis will be the same for users across all platforms, so users can count on not running into any more broken-looking black boxes or emojis that don’t seem to make sense.  Now available worldwide, users can enjoy a much broader variety of emojis for their communication styles.  Dealerships, give emojis a try in your informal communication.  Remember, it’s ok to lighten the tone and include an emoji or two in Tweets or Facebook posts in order to reach specific audiences or communicate fun messages.

Periscope Comment Moderation

Periscope introduced comment moderation to its platform, allowing users to report and vote on comments they view as either spam or abuse.  While unfiltered user comments are an important part of social interaction on the platform, it’s important to ensure all users feel they are in a safe environment.  While developing its latest comment moderation tool, Periscope focused on transparency to ensure users clearly understand how and why comments are monitored.  In addition, comment moderation is community-led, because Periscope believes users in a broadcast are best equipped to determine the appropriateness of comments.  It’s important to note comments will be reported and moderated in real time, since broadcasts are live.  Viewers will still have the ability to report ongoing harassment or abuse, as well as block people from broadcasts in the traditional way. For dealerships focused on live streaming, take time to get to know your audience and find out what they’re interested in watching.  To get an idea of what’s working, view some local live broadcasts, follow popular brands as they share with their audiences, and learn from those who are successfully reaching viewers.

Pinterest Save Button Now Available Everywhere

The Pinterest Save button is now available worldwide, making permanent last year’s upgrades to the previous Pin It button.  Now, when users hover over images they wish to add to their boards, a Save button will be available, rather than the older Pin It version.  Additionally, Pins themselves have received an upgrade: Users are now able to see every board on Pinterest where users have saved a specific Pin, an enhancement that gives users even more ways to get new ideas.  Pinterest’s latest updates are available globally to all platform users.  As more dealerships discover the power of Pinterest, they’re realizing a lot can be accomplished on this platform.  In addition to creating your own boards and building consumer interest, consider taking time to grow and build relationships with online influencers who may already be connected with your target audience. 

Tip of the Week – It’s Personal

The majority of today’s shoppers aren’t looking for a clinical buying trip.  Instead, they’re interested in dealerships that offer the whole package, a consumer experience with memorable perks.  Any dealership can sell a car.  But not every dealership can provide a top-notch experience that will make shoppers want to come back.  And that’s where you can make a difference.  To stand out from the rest, there are some things your dealership should be doing, and the best part is that most of them won’t cost you much—if anything at all:

• Get social. Social media is today’s way for shoppers to connect, share information, and give opinions; and it’s also nearly always the first place shoppers start when they’re beginning their research for product purchases.  Your dealership needs to build a social presence to gain brand recognition, earn trust, and begin to create the personal relationships that will bring consumers onto your lot.

• Offer value. Both with your online content and in your dealership, be sure value is stressed above everything else.  Offer content that informs and engages, and when shoppers enter your dealership, be sure your pros are attentive, authentic, and offer efficient, friendly service.  When your customers leave with valuable take-aways and feel they’ve received the best service possible, you’ll leave a memorable impression they’ll want to share with others.

• Be transparent. Today’s shoppers are smart.  They have a multitude of online resources at their disposal, and they’re entering your dealership with more information than ever before.  Both online and in person, be sure to offer the clearest, most upfront information possible, and you’ll gain shopper trust in the process.

• Create an experience. When shoppers enter your dealership, do your best to ensure they want to return.  This means making sure they’re comfortable and attended to quickly, and when it’s time to buy, facilitate the process so it runs as smoothly as possible.  Consider things like online financial applications and maintaining up-to-date inventory and pricing on your website so shoppers are able to cut down on certain time-consuming dealership tasks.  And remember, little things like a comfortable waiting area, refreshments, and a great wifi connection will go a long way toward ensuring you have happy customers.

When shoppers have a positive experience with your dealership—from beginning to end—they’ll be more likely to return to you for future purchases, as well as maintenance and repair work.  And, they’re also more likely to mention your dealership to friends and acquaintances in their online social circles.  You’ll gain more traction when you make things personal and give customers an experience they’ll not only remember, but also share with friends!

Your customers will be your dealership’s best marketers when you give them an experience to remember.  Their feedback regarding products, performance, and the overall dealership experience can have a huge impact on the opinions of future shoppers, and with a majority of consumers turning toward social platforms to seek advice and recommendations, those who have shopped at your dealership can influence future buyers simply by sharing their insights and opinions.  Because of this, it’s even more important your customers leave your dealership feeling happy, satisfied, and ready to spread the word about their positive experiences.

You want to be sure the pros at your dealership are doing everything they can when it comes to converting customers into the ultimate marketing partners, because the influence they wield in the marketplace will have a serious impact on your dealership’s success.  When you provide an outstanding dealership experience, customers will be eager to tell their stories—and their word carries more credibility with friends, acquaintances, and other consumers than your dealership’s word alone.  In fact, 89% of millennial women turn to recommendations from friends, peers, or family members when they’re looking to purchase products.  They look to those who have had previous experience with the brands they’re considering, and more importantly, they look to those they trust to offer up insights and opinions.  Consumers who share their positive experiences will end up being the best proponents for your dealership.

Gaining Brand Advocates

Most shoppers are eager to share their experiences, and with social media helping them along the way, it makes it easier to nurture and build relationships as well, turning customers into life-long brand advocates. Today’s consumers are known for posting online about their shopping experiences—good and bad—and when you go out of your way to interact, answer questions, and respond online to consumer questions and concerns, you’ll go a long way toward forming quality relationships that will translate to long-lasting brand advocacy for your dealership.  Remember, it’s up to your dealership to ensure consumers have only the best experiences to share with their online acquaintances—gaining you more followers and fans and bringing more customers to your dealership.

Check out some of our quick tips to ensure you win advocates and create positive experiences your customers want to talk about and share:

• Focus on your customers. Let shoppers know you’re there for them—and not just for the sale.  Of course you want to sell cars, but when you focus on building relationships, you’ll create a solid foundation both for returning shoppers and new shoppers.  Consider offering exclusive incentives, behind-the-scenes insights, and personalized invitations to dealership events for those online advocates who support and share your dealership with others.  The little things will go a long way when it comes to building relationships with your advocates.

• Let them know you’re grateful. It’s a competitive market out there, and your customers have a lot of choices.  Let them know you’re thankful they’re advocating for your dealership.  From free oil changes to service coupons to a simple “thank you,” be sure you recognize your faithful brand advocates for following you online, sharing your information, and recommending you to friends and acquaintances.  A little recognition goes a long way!

• Interact and share. Your dealership advocates want to know you are available to them, so be sure you’re present and active on your online social platforms.  Change things up by sharing relevant content that’s fun, enlightening, and thought-provoking; and ask questions to get their feedback and opinions.  The more interaction you encourage, the more you’ll get to know your audience—and the more you’ll be able to tailor your content to their needs.

• Encourage shopper reviews. Positive reviews are one of the best ways to influence future purchases.  In fact, a recent Social Media Trends Study confirms automotive shoppers are turning to social media and review sites more than ever before, with 75% of car buyers saying they are influenced by these when it’s time to buy.  When shoppers have a great experience with your dealership, make it easy for them to leave reviews by offering quick formats and easy-to-use technology.  Not only will reviews attract attention for your dealership, but you’ll also show customers your ultimate goal is to provide the best service possible.

• Keep your website up-to-date. It’s a good idea to be sure your website is running smoothly so customers have a way of contacting you and researching your products. It’s a great way to emphasize the vehicles and services you offer, as well as present an inviting first impression to shoppers.  Be sure to link to your social media sites and highlight some of your top consumer feedback to let shoppers know they’ve found the dealership that’s right for them.  You’ll build a strong advocate base when customers know you consistently offer the best technology and resources.

When you allow your customers to use their voices to speak up for your brand, you’ll expand the reach of your dealership, as well as build trust in the products and services you offer.  A great brand advocacy campaign is extremely important to the success of your dealership, especially in today’s social-driven marketplace, as you’ll reach a broader range of consumers in a shorter amount of time. By focusing on building relationships and trust, you’ll end up with life-long advocates who will drive customers right to your front door and into your showroom!