The 99 Series: We’re Back!

Welcome to the Hope-Is-Not-a-Strategy post, where I remind everyone about the new way we generate buzz around our brand…hint: it’s not like the old way!  Social media strategy for businesses used to revolve around a lot of hope—and also a lot of funny cat memes, but that was before we learned about the metrics that really matter. As dealerships and businesses work toward reaching a customer base that is largely mobile and increasingly insistent on being educated about the products and services they purchase, content marketing is more important than ever. In fact, it’s so important that a full 77% of your online posts should be content marketing pieces.

When you post something on Facebook, it’s natural to check the numbers that appear alongside your post to see if everyone in your friend list has either liked, commented, or shared your social media brilliance. It’s pretty fulfilling to see you’ve been able to entertain a large portion of nearly every acquaintance you’ve had since Kindergarten with the latest video of your dog’s skateboarding adventures, but—and you’ll want to hold onto your seat for this one—those numbers don’t matter as much as you might think.

We used to judge our online success by the number of likes and shares a post received, but things have changed.Consumers are no longer interested in seeing the same funny memes, videos, and pictures everyone else is posting; instead, they are holding preferred businesses to a higher standard, and that’s where content marketing comes into play. By providing the high-quality material consumers are seeking, you will position your dealership as a thought leader, and consumers will keep you top of mind when it comes time to buy, service a vehicle, or simply get valuable information.

What Is Content Marketing?

Content marketing consists of materials that educate consumers and provide information regarding your brand, your culture, and the goods and services you provide. It is NOT a sales blitz, so when you’re considering content, don’t plan posts that will overload readers with inventory and sales-driven content. Instead, think of ways you can help shoppers by offering articles of interest. Consider, for example, educating new car buyers about the importance of following routine maintenance schedules or sharing information about the services you offer that make your dealership stand out from the crowd. If your dealership hosts charity events or is known in the community for supporting local schools or pet adoption organizations, be sure to post stories highlighting what you’ve been up to. Customers are interested in what your dealership is capable of professionally, and they also have an affinity for businesses that do good work in the community.

The key to providing the best content for your online followers is in posting material that is both relevant and valuable to them. Whatever you post should be useful and interesting—and it should place your dealership in the position of being a subject-matter expert. Content marketing is an integral piece of your overall brand voice, making everything you post a reflection of your business and your overall culture. You’ll want to post a mixture of pieces that are not only helpful to consumers, but also easily understood and not so overloaded with technical terminology and jargon that they become difficult to understand. Keep your posts friendly, interesting, and entertaining, and your online followers will be more likely to click, share, and interact.

What’s in a Click?

The content marketing you post will catch the attention of your online followers because they will quickly see you are giving them valuable material that adds to their knowledge base. You are essentially empowering consumers, allowing them to step into your dealership with the confidence they need to make informed decisions—whether it’s about a purchase, maintenance, or repairs. While online shoppers may not comment or like your post, if they find an article interesting or informative, they will click on it to get more information. A back-end feature, clickthroughs are a form of measurable success. Unseen on the Facebook homepage, your analytics will often show your clickthrough rate on successful content marketing pieces to far surpass the visible numbers of likes and shares. It’s for this reason the quality of your content marketing is extremely important—the more value your online followers see in your content, the more they will click and share.

In 2015, content marketing is expected to be the most important digital trend for businesses—impactful information for anyone looking to gain traction with consumers in the digital world. By providing your expertise and professional know-how to consumers about the products and services they are seeking, you will position your dealership as a leader in the industry. Content with real value will be clicked and shared by your followers, and in turn, traffic to your site will increase as awareness increases for your brand.

It’s important to have a content marketing strategy; if you don’t yet have a strategy, it’s time to get one. Just remember, aim for 77% of your posts to be content marketing, because we have learned with time, technology, and better analytics that hope is not a strategy. Posting online and then hoping for likes and shares is no longer enough to propel a brand toward success. But if you happen to have a funny cat video or two, feel free to share them; just make sure they fall into the much smaller 23% of your content. When you stay focused on your strategy, your brand will win!

The 99 Series: We’re Back!

Welcome to the Hope-Is-Not-a-Strategy post, where I remind everyone about the new way we generate buzz around our brand…hint: it’s not like the old way!  Social media strategy for businesses used to revolve around a lot of hope—and also a lot of funny cat memes, but that was before we learned about the metrics that really matter. As dealerships and businesses work toward reaching a customer base that is largely mobile and increasingly insistent on being educated about the products and services they purchase, content marketing is more important than ever. In fact, it’s so important that a full 77% of your online posts should be content marketing pieces.

When you post something on Facebook, it’s natural to check the numbers that appear alongside your post to see if everyone in your friend list has either liked, commented, or shared your social media brilliance. It’s pretty fulfilling to see you’ve been able to entertain a large portion of nearly every acquaintance you’ve had since Kindergarten with the latest video of your dog’s skateboarding adventures, but—and you’ll want to hold onto your seat for this one—those numbers don’t matter as much as you might think.

We used to judge our online success by the number of likes and shares a post received, but things have changed.Consumers are no longer interested in seeing the same funny memes, videos, and pictures everyone else is posting; instead, they are holding preferred businesses to a higher standard, and that’s where content marketing comes into play. By providing the high-quality material consumers are seeking, you will position your dealership as a thought leader, and consumers will keep you top of mind when it comes time to buy, service a vehicle, or simply get valuable information.

What Is Content Marketing?

Content marketing consists of materials that educate consumers and provide information regarding your brand, your culture, and the goods and services you provide. It is NOT a sales blitz, so when you’re considering content, don’t plan posts that will overload readers with inventory and sales-driven content. Instead, think of ways you can help shoppers by offering articles of interest. Consider, for example, educating new car buyers about the importance of following routine maintenance schedules or sharing information about the services you offer that make your dealership stand out from the crowd. If your dealership hosts charity events or is known in the community for supporting local schools or pet adoption organizations, be sure to post stories highlighting what you’ve been up to. Customers are interested in what your dealership is capable of professionally, and they also have an affinity for businesses that do good work in the community.

The key to providing the best content for your online followers is in posting material that is both relevant and valuable to them. Whatever you post should be useful and interesting—and it should place your dealership in the position of being a subject-matter expert. Content marketing is an integral piece of your overall brand voice, making everything you post a reflection of your business and your overall culture. You’ll want to post a mixture of pieces that are not only helpful to consumers, but also easily understood and not so overloaded with technical terminology and jargon that they become difficult to understand. Keep your posts friendly, interesting, and entertaining, and your online followers will be more likely to click, share, and interact.

What’s in a Click?

The content marketing you post will catch the attention of your online followers because they will quickly see you are giving them valuable material that adds to their knowledge base. You are essentially empowering consumers, allowing them to step into your dealership with the confidence they need to make informed decisions—whether it’s about a purchase, maintenance, or repairs. While online shoppers may not comment or like your post, if they find an article interesting or informative, they will click on it to get more information. A back-end feature, clickthroughs are a form of measurable success. Unseen on the Facebook homepage, your analytics will often show your clickthrough rate on successful content marketing pieces to far surpass the visible numbers of likes and shares. It’s for this reason the quality of your content marketing is extremely important—the more value your online followers see in your content, the more they will click and share.

In 2015, content marketing is expected to be the most important digital trend for businesses—impactful information for anyone looking to gain traction with consumers in the digital world. By providing your expertise and professional know-how to consumers about the products and services they are seeking, you will position your dealership as a leader in the industry. Content with real value will be clicked and shared by your followers, and in turn, traffic to your site will increase as awareness increases for your brand.

It’s important to have a content marketing strategy; if you don’t yet have a strategy, it’s time to get one. Just remember, aim for 77% of your posts to be content marketing, because we have learned with time, technology, and better analytics that hope is not a strategy. Posting online and then hoping for likes and shares is no longer enough to propel a brand toward success. But if you happen to have a funny cat video or two, feel free to share them; just make sure they fall into the much smaller 23% of your content. When you stay focused on your strategy, your brand will win!

Experience and Relationships are the Building Blocks of Your Brand

Ask most people what they think of walking into a dealership to buy a new car, and you’ll get a variety of reactions rangingfrom nervous jitters to hyperventilation all the way to a raging case of hives—not exactly promising conditions for anyone, let alone for the salesperson who is left to attempt to sell a vehicle.  There are many reasons for the extreme reactions peoplehave when it comes to buying cars, but they all relate in some way to the sales process and what people perceive as high-pressure sales tactics.  Traditionally, people have come to expect high-pressure tactics whenever they head to the dealership,so what would happen if you were to surprise them and instead offer an environment where shoppers felt comfortable and at ease while purchasing a vehicle? 

By leveraging your employees’ social contacts and reaching out to friends and family—not through high-pressure sales, but instead by way of offering support, information, and assistance when the time comes to purchase—you can provide a more comfortable car-buying experience for shoppers.  In addition to the friends and acquaintances your employees already have,they can work to create an even larger network by building a brand based on trust, reliability, and a good reputation.  Whenyour dealership places a greater emphasis on building relationships rather than solely on the high-pressure sale, you will begin to build a loyal customer base that will return for repeat vehicle purchases, repairs, and maintenance.

Building relationships is a task that takes dedication, time, and above all—a plan.  Now, more than ever, your focus should revolve around an online platform and reaching out to potential customers on social networks like Facebook and Twitter. When customers walk into your dealership after having formed an online relationship with you, they will feel more at ease.  If you’re not exactly sure how to get started, we’ve put together a list of best practices and helpful tips so you can begin to create the EPIC CAR-BUYING EXPERIENCE for your customers:

• Build an online community, starting with Facebook and Twitter.  Focus on these major game-changing sites first and ensureyou have profiles filled out for your dealership, complete with professional photos of your staff and information regardingyour business.  Don’t forget to link back to your website so that customers can easily navigate online.

• Deliver quality content.  Be prepared to provide content your potential customers will find useful as they research online.  Remember the 80/20 rule when it comes to planning your content calendar.  Plan so that 80% of your content includes poststhat don’t promote your dealership; in other words, post content that is enlightening, entertaining, and just plain fun for your readers, but don’t hit them in the face with selling vehicles or service.  Save the other 20% of your content for promoting yourbusiness; post service specials, financing offers, or new inventory that might be of interest.  Consumers will be more likely to tune in to your posts and stay connected when they aren’t overwhelmed by constant selling.

• Stay connected.  You are connecting with new people every day via your online social networks, and you will grow yourfollowing by continuing to post relevant content.  Be sure to post regularly.  One way to ensure this happens is to create and follow a content calendar, which can keep you organized and serve as a reminder to update your online networks.

• Interact with the people in your networks.  Instead of always talking toward your audience, why not interact and talk withyour network?  Consider taking a poll, starting a conversation about a popular topic, or getting people involved in a friendly online competition.  These are all ways of asking your audience to participate with you and showing them you are interestedin what they have to say.

• Read and engage with others’ posts.  Use your online networks as a resource and find out what people are thinking, whattheir opinions are on certain topics, and even what they are looking for when it comes to certain shopping experiences.  Occasionally even toss out some questions to get specific feedback—and listen intently to what consumers say.

You are making connections and maintaining friendships with your online social circles, and in turn, those individuals will feelmore comfortable when they set foot in your dealership because they will have a feeling they already know you.  Not to mention, every connection you make can result in word of mouth marketing that is priceless in the online marketing age.  Weall know that word spreads quickly, but especially online, it’s important to maintain your presence, be vigilant, and provide quality content so that consumers are able to share and drive even more shoppers to your site.

If you are a bit hesitant to jump into the social media realm and start planning your strategy, you need to remember that your competitors don’t share that hesitancy.  They are already using the power of social media to propel their dealerships to thenext level.  In fact, 8 out of 10 small businesses today are using social media to expand their business growth, with 3 out of 5of those respondents saying they have gained new customers by doing so.  Both from word of mouth advertising and by leveraging the already-existing relationships your employees have with their online connections, the possibilities are endlesswhen it comes to the business you can bring to your dealership.

With Facebook being the most visited social media site, you can be sure your presence there (or lack thereof) has a huge impact on your business.  Additionally, it’s important to note that businesses on Twitter are thriving, with 53% of peoplerecommending companies and products on this site alone.  By increasing your online presence, your dealership can focus on forming meaningful relationships with consumers and taking the necessary steps toward building a better bottom linethrough consumer trust and knowledge.  Remember, you are earning trust and building friendships, so that when potential customers step into your dealership, they will feel more at home, relaxed, and ready to do business.

Providing an epic buying experience is up to you.  In today’s social media marketing age, it starts by getting to know your customer online, becoming familiar with his or her needs, and offering relevant content that will educate and promote loyaltyto your brand.  But it doesn’t stop there.  It continues onto the showroom floor, and everything you do—from your initial online contact to your service at the dealership—must reflect your desire to provide the ultimate in customer care.  You are not just making a sale; you are building a relationship.

Experience and Relationships are the Building Blocks of Your Brand

Ask most people what they think of walking into a dealership to buy a new car, and you’ll get a variety of reactions rangingfrom nervous jitters to hyperventilation all the way to a raging case of hives—not exactly promising conditions for anyone, let alone for the salesperson who is left to attempt to sell a vehicle.  There are many reasons for the extreme reactions peoplehave when it comes to buying cars, but they all relate in some way to the sales process and what people perceive as high-pressure sales tactics.  Traditionally, people have come to expect high-pressure tactics whenever they head to the dealership,so what would happen if you were to surprise them and instead offer an environment where shoppers felt comfortable and at ease while purchasing a vehicle? 

By leveraging your employees’ social contacts and reaching out to friends and family—not through high-pressure sales, but instead by way of offering support, information, and assistance when the time comes to purchase—you can provide a more comfortable car-buying experience for shoppers.  In addition to the friends and acquaintances your employees already have,they can work to create an even larger network by building a brand based on trust, reliability, and a good reputation.  Whenyour dealership places a greater emphasis on building relationships rather than solely on the high-pressure sale, you will begin to build a loyal customer base that will return for repeat vehicle purchases, repairs, and maintenance.

Building relationships is a task that takes dedication, time, and above all—a plan.  Now, more than ever, your focus should revolve around an online platform and reaching out to potential customers on social networks like Facebook and Twitter. When customers walk into your dealership after having formed an online relationship with you, they will feel more at ease.  If you’re not exactly sure how to get started, we’ve put together a list of best practices and helpful tips so you can begin to create the EPIC CAR-BUYING EXPERIENCE for your customers:

• Build an online community, starting with Facebook and Twitter.  Focus on these major game-changing sites first and ensureyou have profiles filled out for your dealership, complete with professional photos of your staff and information regardingyour business.  Don’t forget to link back to your website so that customers can easily navigate online.

• Deliver quality content.  Be prepared to provide content your potential customers will find useful as they research online.  Remember the 80/20 rule when it comes to planning your content calendar.  Plan so that 80% of your content includes poststhat don’t promote your dealership; in other words, post content that is enlightening, entertaining, and just plain fun for your readers, but don’t hit them in the face with selling vehicles or service.  Save the other 20% of your content for promoting yourbusiness; post service specials, financing offers, or new inventory that might be of interest.  Consumers will be more likely to tune in to your posts and stay connected when they aren’t overwhelmed by constant selling.

• Stay connected.  You are connecting with new people every day via your online social networks, and you will grow yourfollowing by continuing to post relevant content.  Be sure to post regularly.  One way to ensure this happens is to create and follow a content calendar, which can keep you organized and serve as a reminder to update your online networks.

• Interact with the people in your networks.  Instead of always talking toward your audience, why not interact and talk withyour network?  Consider taking a poll, starting a conversation about a popular topic, or getting people involved in a friendly online competition.  These are all ways of asking your audience to participate with you and showing them you are interestedin what they have to say.

• Read and engage with others’ posts.  Use your online networks as a resource and find out what people are thinking, whattheir opinions are on certain topics, and even what they are looking for when it comes to certain shopping experiences.  Occasionally even toss out some questions to get specific feedback—and listen intently to what consumers say.

You are making connections and maintaining friendships with your online social circles, and in turn, those individuals will feelmore comfortable when they set foot in your dealership because they will have a feeling they already know you.  Not to mention, every connection you make can result in word of mouth marketing that is priceless in the online marketing age.  Weall know that word spreads quickly, but especially online, it’s important to maintain your presence, be vigilant, and provide quality content so that consumers are able to share and drive even more shoppers to your site.

If you are a bit hesitant to jump into the social media realm and start planning your strategy, you need to remember that your competitors don’t share that hesitancy.  They are already using the power of social media to propel their dealerships to thenext level.  In fact, 8 out of 10 small businesses today are using social media to expand their business growth, with 3 out of 5of those respondents saying they have gained new customers by doing so.  Both from word of mouth advertising and by leveraging the already-existing relationships your employees have with their online connections, the possibilities are endlesswhen it comes to the business you can bring to your dealership.

With Facebook being the most visited social media site, you can be sure your presence there (or lack thereof) has a huge impact on your business.  Additionally, it’s important to note that businesses on Twitter are thriving, with 53% of peoplerecommending companies and products on this site alone.  By increasing your online presence, your dealership can focus on forming meaningful relationships with consumers and taking the necessary steps toward building a better bottom linethrough consumer trust and knowledge.  Remember, you are earning trust and building friendships, so that when potential customers step into your dealership, they will feel more at home, relaxed, and ready to do business.

Providing an epic buying experience is up to you.  In today’s social media marketing age, it starts by getting to know your customer online, becoming familiar with his or her needs, and offering relevant content that will educate and promote loyaltyto your brand.  But it doesn’t stop there.  It continues onto the showroom floor, and everything you do—from your initial online contact to your service at the dealership—must reflect your desire to provide the ultimate in customer care.  You are not just making a sale; you are building a relationship.

Epic Ways to Tell Your Brand Story

Storytelling is what sets your brand apart when it comes to communicating to your consumers what you’re really all about. Anyone can tell people what they do.  And anyone can tell shoppers what they sell.  The secret lies in telling your brand story—who you are, why you are, what you are—in a way that resonates and makes it all meaningful to consumers.  The WAY youtell your story will stick with people and determine the success of your business.  It’s up to you, and it’s all about the story youtell.

There is a Native American proverb that states, “Those who tell the stories rule the world.”  This rings true in business, especially as the marketplace becomes more crowded with businesses struggling to be seen by consumers.  Consider the likelihood that in many businesses or dealerships, the products and services being served up to the public are much thesame as those being offered by competitors, and if all else is equal, what is to make a business stand apart?

Stories define your dealership.

Stories form the backbone of all you are offering consumers as a collection of products, services, and capabilities; and bestof all the stories that are part of your dealership are unique to you.  By weaving together a picture of ideas and experiences,you are creating a meaningful relationship with customers that will help to form a bond built on loyalty and trust.  Rather than simply selling your wares, you are building a brand presence and gaining solid footing with customers who will find your business more credible and trustworthy because they feel a connection to you through your story. 

All that sounds great, but many may still be wondering how to go about the actual storytelling.  When you think about the factthat storytelling is a natural thing that has been around as long as we can remember, it helps to put things into perspectiveand make this whole “telling” and “resonating” thing sound a little more doable.  A story is the way a person (or business) chooses to tell about his or her journey, and it encompasses all the events and meaningful characters that have played a partalong the way.  Your story is what will compel shoppers to choose your dealership over the many others that are vying fortheir business. 

Storytelling has always been an intrinsic part of society.  It is the way we pass along information, remember history, and influence people—and when it comes to business, the art of storytelling is much the same.  When you consider how you willtell the story of your dealership, keep in mind the things you most want your customers to know.

Show them how you are unique.  What does your dealership do that is unique to make it stand out in the community?  Do yousupport local high school teams?  Do you regularly hold events like car-care clinics to help educate the public?  Are you activewith a local pet adoption program?  Share with your shoppers the things that make you a local original and be sure to inviteyour customers to join in when you sponsor events.  The best way to grow and be recognized is to continue to spread theword about the great things you are doing.  You aren’t like everyone else.  Your story is unique, so let it shine!

Use social media to broadcast your story. You probably don’t have too many customers who aren’t on social media, so if youwant your story to be heard, you’ll need to go where the people are.  Brush up your online skills, hone your brand voice, andtake to your online platform—because that’s where your audience is hanging out.  Start with Facebook and Twitter and besure to get visual.  Online audiences like pictures, videos, and infographics!

Inspire customers with your culture. When customers walk into a place of business that has a great culture, they know it. How?  They know it because they can feel it.  They are immediately greeted by engaged employees who are happy to be doing their jobs, and instead of walking into a dealership where everyone is simply going through the motions, they walk into a car-buying experience.  When the foundation of your dealership is a culture of excellence and engagement, it is evident to everyone who walks through the showroom doors.  This is part of your story, and it is told by the people who form the dealership culture every day.

Share your dealership’s history.  Is your dealership family-owned?  Does it come from a long line of proud, hard-working localmen and women?  Whatever the history of your dealership, be proud to share it with your customers.  They will find a bondwith the feeling of family and the reminder that you are a part of the hometown history they share. 

Offer to solve customer problems.  Customers appreciate it when you understand their frustrations.  You become a part oftheir story when you empathize and understand where they are coming from.  There aren’t many things as frustrating as car problems—from repairs to financing to maintenance—so when a dealership can step in and smooth the way, it is recognizedand appreciated.

Stand for something. What does your dealership stand for?  Does your maintenance department unequivocally offer the fastest tire rotations in town?  Then stand for that!  But if your dealership offers a customer experience that is out-of-this-world and amazing, then stand for that.  Whatever it is you stand for, make it known.  The thing you stand for should be woven into every part of your dealership; it is your story, so talk about it.

Tell it here, tell it there, tell it everywhere. Your story is something you are proud of; in fact everyone in your dealershipshould be proud of it.  It should be shared with everyone who sets foot in the dealership, and every employee should be encouraged to shout it from the mountaintops—or at least on Facebook and Twitter.  Your employees have a MUCH greater online reach than your dealership alone, so encourage them to spread your story and be proud of the dealership where theywork.  After all, it’s not just a dealership; it’s a story.

Listen to your customers’ stories.  From feedback to buyers’ angst to financing woes, whatever your customers are tellingyou is part of their story.  When your dealership becomes a good listener, it will help your bottom line.  You will be able tobetter receive and respond to feedback, both online and in person, and you will be able to react quickly to shopper needs and requests, allowing you to be a more responsive sales leader.  It’s a win-win when you become a great listener as well as agreat storyteller.

Remember, your brand is your story.  And in order for a story to be interesting and engaging, there are several elements to consider.  Don’t forget the details and don’t forget your brand’s personality.  Remember to surround your customers with the experiences and culture of your dealership, and you will be giving them a way to emotionally connect with your brand.  By infusing your brand with personality, you are refusing to get lost in the sea of dealerships and marketing messages that areout there today, and customers will recognize your dealership for the clearly-defined brand story it provides.  Be epic in your storytelling and be authentic; your dealership will thank you for it.

Epic Ways to Tell Your Brand Story

Storytelling is what sets your brand apart when it comes to communicating to your consumers what you’re really all about. Anyone can tell people what they do.  And anyone can tell shoppers what they sell.  The secret lies in telling your brand story—who you are, why you are, what you are—in a way that resonates and makes it all meaningful to consumers.  The WAY youtell your story will stick with people and determine the success of your business.  It’s up to you, and it’s all about the story youtell.

There is a Native American proverb that states, “Those who tell the stories rule the world.”  This rings true in business, especially as the marketplace becomes more crowded with businesses struggling to be seen by consumers.  Consider the likelihood that in many businesses or dealerships, the products and services being served up to the public are much thesame as those being offered by competitors, and if all else is equal, what is to make a business stand apart?

Stories define your dealership.

Stories form the backbone of all you are offering consumers as a collection of products, services, and capabilities; and bestof all the stories that are part of your dealership are unique to you.  By weaving together a picture of ideas and experiences,you are creating a meaningful relationship with customers that will help to form a bond built on loyalty and trust.  Rather than simply selling your wares, you are building a brand presence and gaining solid footing with customers who will find your business more credible and trustworthy because they feel a connection to you through your story. 

All that sounds great, but many may still be wondering how to go about the actual storytelling.  When you think about the factthat storytelling is a natural thing that has been around as long as we can remember, it helps to put things into perspectiveand make this whole “telling” and “resonating” thing sound a little more doable.  A story is the way a person (or business) chooses to tell about his or her journey, and it encompasses all the events and meaningful characters that have played a partalong the way.  Your story is what will compel shoppers to choose your dealership over the many others that are vying fortheir business. 

Storytelling has always been an intrinsic part of society.  It is the way we pass along information, remember history, and influence people—and when it comes to business, the art of storytelling is much the same.  When you consider how you willtell the story of your dealership, keep in mind the things you most want your customers to know.

Show them how you are unique.  What does your dealership do that is unique to make it stand out in the community?  Do yousupport local high school teams?  Do you regularly hold events like car-care clinics to help educate the public?  Are you activewith a local pet adoption program?  Share with your shoppers the things that make you a local original and be sure to inviteyour customers to join in when you sponsor events.  The best way to grow and be recognized is to continue to spread theword about the great things you are doing.  You aren’t like everyone else.  Your story is unique, so let it shine!

Use social media to broadcast your story. You probably don’t have too many customers who aren’t on social media, so if youwant your story to be heard, you’ll need to go where the people are.  Brush up your online skills, hone your brand voice, andtake to your online platform—because that’s where your audience is hanging out.  Start with Facebook and Twitter and besure to get visual.  Online audiences like pictures, videos, and infographics!

Inspire customers with your culture. When customers walk into a place of business that has a great culture, they know it. How?  They know it because they can feel it.  They are immediately greeted by engaged employees who are happy to be doing their jobs, and instead of walking into a dealership where everyone is simply going through the motions, they walk into a car-buying experience.  When the foundation of your dealership is a culture of excellence and engagement, it is evident to everyone who walks through the showroom doors.  This is part of your story, and it is told by the people who form the dealership culture every day.

Share your dealership’s history.  Is your dealership family-owned?  Does it come from a long line of proud, hard-working localmen and women?  Whatever the history of your dealership, be proud to share it with your customers.  They will find a bondwith the feeling of family and the reminder that you are a part of the hometown history they share. 

Offer to solve customer problems.  Customers appreciate it when you understand their frustrations.  You become a part oftheir story when you empathize and understand where they are coming from.  There aren’t many things as frustrating as car problems—from repairs to financing to maintenance—so when a dealership can step in and smooth the way, it is recognizedand appreciated.

Stand for something. What does your dealership stand for?  Does your maintenance department unequivocally offer the fastest tire rotations in town?  Then stand for that!  But if your dealership offers a customer experience that is out-of-this-world and amazing, then stand for that.  Whatever it is you stand for, make it known.  The thing you stand for should be woven into every part of your dealership; it is your story, so talk about it.

Tell it here, tell it there, tell it everywhere. Your story is something you are proud of; in fact everyone in your dealershipshould be proud of it.  It should be shared with everyone who sets foot in the dealership, and every employee should be encouraged to shout it from the mountaintops—or at least on Facebook and Twitter.  Your employees have a MUCH greater online reach than your dealership alone, so encourage them to spread your story and be proud of the dealership where theywork.  After all, it’s not just a dealership; it’s a story.

Listen to your customers’ stories.  From feedback to buyers’ angst to financing woes, whatever your customers are tellingyou is part of their story.  When your dealership becomes a good listener, it will help your bottom line.  You will be able tobetter receive and respond to feedback, both online and in person, and you will be able to react quickly to shopper needs and requests, allowing you to be a more responsive sales leader.  It’s a win-win when you become a great listener as well as agreat storyteller.

Remember, your brand is your story.  And in order for a story to be interesting and engaging, there are several elements to consider.  Don’t forget the details and don’t forget your brand’s personality.  Remember to surround your customers with the experiences and culture of your dealership, and you will be giving them a way to emotionally connect with your brand.  By infusing your brand with personality, you are refusing to get lost in the sea of dealerships and marketing messages that areout there today, and customers will recognize your dealership for the clearly-defined brand story it provides.  Be epic in your storytelling and be authentic; your dealership will thank you for it.

Putting Social Media to Work at Your Dealership

There are two opposing schools of thought regarding social media and business; some believe social media can boost your brand into orbit, while others are steadfast in their belief that no amount of social media interaction will have an effect on your success. After reading this article, you’ll not only know why this argument exists, but you’ll also finally get an answer to your questions about whether social media really can work to boost your brand.

The purpose of social media is to be social. It’s all about sharing and having conversations and interactions with a community of individuals who share your interests. When it comes to your business, social media’s purpose is much the same. Your goals are to interact with others, build a community, find potential leads, and grow awareness of your brand. When your dealership decides on a game plan for implementing social media as a marketing tool, it is important to remember that, although it is a powerful way to reach an exponentially higher number of consumers, it must be done correctly in order for it to be successful.

For Brands, There’s a Right Way and a Wrong Way

The varying opinions regarding the success of social media for brand growth stem from the fact that dealerships everywhere take different approaches toward using social media outlets. Some businesses dive into the social realm without a plan and continually post memes or selfies as their way of updating a page. Other dealerships feel it’s in their best interests to bombard consumers with pictures of inventory and updated sales specials. A few take the time to lay out a well-planned platform that consists of a social media calendar, professionally curated content that is interesting to their potential consumers, and interact frequently by engaging consumers on popular social media forums like Facebook and Twitter. Any guesses as to which method is most successful?

If you guessed the dealership that is actively planning and interacting with potential consumers is the most successful, you are correct. While it’s easy to throw content onto social media, true engagement with your consumers requires careful planning and reflection regarding what is really important to your audience. There is a right way to do social and a not-so-right way to do social, and those who are speaking out and saying it doesn’t work for dealerships are likely not doing social the right way.

Doing Social Right

Dealerships already know they have an uphill battle to climb when it comes to gaining and maintaining a pristine reputation in the eyes of their consumers. After all, we’ve seen the slick car commercials that run on TV, and we’ve all received the “winning” scratch-off ticket in our mailboxes that promises a brand-new car if we just visit the local lot, right? So upstanding businesses that are working to gain consumer trust have a hard battle ahead of them when it comes to convincing people of their authenticity. Social media can be the key to engaging shoppers and strengthening relationships if it’s done right. So what is right? Check out some tips to get you started:

• Connect with shoppers. The majority of shoppers do online research before going to a dealership, and since you are working to build your brand, you need to be where the shoppers are. Get in front of potential sales by being online where the customers are and provide content, feedback, and interaction that is relevant. This will position you as the expert and keep you top-of-mind with shoppers.

• Post great content. Post professionally curated, relevant content that grabs the attention of your consumers. By positioning yourself as a subject-matter expert, you will be seen as the dealership to go to when it’s time to buy.

• Build relationships. By making your online interactions about your customers and potential customers, rather than solely about products, you will build valuable business relationships. Instead of just talking toward your audience, be sure to engage them in online conversations and interact with them.

• Respond to feedback. Negative online feedback is unavoidable, but no matter the feedback your business gets, be sure to respond to it in a professional manner and offer practical solutions to help in every situation. Remember, everything online is visible by potential customers, and the way you react and respond affects your future business.

• Be consistent. Once you develop an online following, your posts will be expected. Be sure to provide content on a regular basis to keep people coming back for more.

• Use images, videos, and infographics. Today’s world moves quickly, and online users prefer posts that are clear and concise; images help to make a post quickly understandable and also entertaining. Posts with images get more interaction!

• Personality is important. Build your online profile; whether it’s on Facebook, Twitter, or the myriad other social sites you can choose from, be sure to let consumers know who you are, what your business stands for, and how they can contact you.

• Think culture and engagement. When you build a culture every employee is proud of, you’ll end up with a dealership full of engaged employees, and that means every employee will want to share things on social media. Encourage that and leverage the power of positive social word of mouth. Your employees are a valuable tool, and engaged employees will be excited to help grow the business.

• Authenticity is key. Remember to be yourself and reflect your brand when you reach out to customers via social media. You will be reminding your audience your dealership is unique, is present where they are shopping and researching, and is the expert in the subject matter they are researching.

It makes sense that people disagree regarding whether or not social media works for building business, because the truthful answer is actually complicated. Social media will do amazing things for your business…if it is done right. If it’s not done right, it will fall flat. Overloading consumers with content that isn’t relevant or that doesn’t resonate with their current needs will end up getting you unfriended faster than you can click the refresh button. However, if you take the time and plan content that truly speaks to consumer needs, and if you engage consumers with topics that interest them, the time you spend planning your social media marketing will be well spent. You will end up building your customer base, increasing loyalty, and positioning yourself as the expert in your area. Simply stated, social media works if it’s done right.

Putting Social Media to Work at Your Dealership

There are two opposing schools of thought regarding social media and business; some believe social media can boost your brand into orbit, while others are steadfast in their belief that no amount of social media interaction will have an effect on your success. After reading this article, you’ll not only know why this argument exists, but you’ll also finally get an answer to your questions about whether social media really can work to boost your brand.

The purpose of social media is to be social. It’s all about sharing and having conversations and interactions with a community of individuals who share your interests. When it comes to your business, social media’s purpose is much the same. Your goals are to interact with others, build a community, find potential leads, and grow awareness of your brand. When your dealership decides on a game plan for implementing social media as a marketing tool, it is important to remember that, although it is a powerful way to reach an exponentially higher number of consumers, it must be done correctly in order for it to be successful.

For Brands, There’s a Right Way and a Wrong Way

The varying opinions regarding the success of social media for brand growth stem from the fact that dealerships everywhere take different approaches toward using social media outlets. Some businesses dive into the social realm without a plan and continually post memes or selfies as their way of updating a page. Other dealerships feel it’s in their best interests to bombard consumers with pictures of inventory and updated sales specials. A few take the time to lay out a well-planned platform that consists of a social media calendar, professionally curated content that is interesting to their potential consumers, and interact frequently by engaging consumers on popular social media forums like Facebook and Twitter. Any guesses as to which method is most successful?

If you guessed the dealership that is actively planning and interacting with potential consumers is the most successful, you are correct. While it’s easy to throw content onto social media, true engagement with your consumers requires careful planning and reflection regarding what is really important to your audience. There is a right way to do social and a not-so-right way to do social, and those who are speaking out and saying it doesn’t work for dealerships are likely not doing social the right way.

Doing Social Right

Dealerships already know they have an uphill battle to climb when it comes to gaining and maintaining a pristine reputation in the eyes of their consumers. After all, we’ve seen the slick car commercials that run on TV, and we’ve all received the “winning” scratch-off ticket in our mailboxes that promises a brand-new car if we just visit the local lot, right? So upstanding businesses that are working to gain consumer trust have a hard battle ahead of them when it comes to convincing people of their authenticity. Social media can be the key to engaging shoppers and strengthening relationships if it’s done right. So what is right? Check out some tips to get you started:

• Connect with shoppers. The majority of shoppers do online research before going to a dealership, and since you are working to build your brand, you need to be where the shoppers are. Get in front of potential sales by being online where the customers are and provide content, feedback, and interaction that is relevant. This will position you as the expert and keep you top-of-mind with shoppers.

• Post great content. Post professionally curated, relevant content that grabs the attention of your consumers. By positioning yourself as a subject-matter expert, you will be seen as the dealership to go to when it’s time to buy.

• Build relationships. By making your online interactions about your customers and potential customers, rather than solely about products, you will build valuable business relationships. Instead of just talking toward your audience, be sure to engage them in online conversations and interact with them.

• Respond to feedback. Negative online feedback is unavoidable, but no matter the feedback your business gets, be sure to respond to it in a professional manner and offer practical solutions to help in every situation. Remember, everything online is visible by potential customers, and the way you react and respond affects your future business.

• Be consistent. Once you develop an online following, your posts will be expected. Be sure to provide content on a regular basis to keep people coming back for more.

• Use images, videos, and infographics. Today’s world moves quickly, and online users prefer posts that are clear and concise; images help to make a post quickly understandable and also entertaining. Posts with images get more interaction!

• Personality is important. Build your online profile; whether it’s on Facebook, Twitter, or the myriad other social sites you can choose from, be sure to let consumers know who you are, what your business stands for, and how they can contact you.

• Think culture and engagement. When you build a culture every employee is proud of, you’ll end up with a dealership full of engaged employees, and that means every employee will want to share things on social media. Encourage that and leverage the power of positive social word of mouth. Your employees are a valuable tool, and engaged employees will be excited to help grow the business.

• Authenticity is key. Remember to be yourself and reflect your brand when you reach out to customers via social media. You will be reminding your audience your dealership is unique, is present where they are shopping and researching, and is the expert in the subject matter they are researching.

It makes sense that people disagree regarding whether or not social media works for building business, because the truthful answer is actually complicated. Social media will do amazing things for your business…if it is done right. If it’s not done right, it will fall flat. Overloading consumers with content that isn’t relevant or that doesn’t resonate with their current needs will end up getting you unfriended faster than you can click the refresh button. However, if you take the time and plan content that truly speaks to consumer needs, and if you engage consumers with topics that interest them, the time you spend planning your social media marketing will be well spent. You will end up building your customer base, increasing loyalty, and positioning yourself as the expert in your area. Simply stated, social media works if it’s done right.

Take Back Your Brand: How Your Service Department Can Tell a Great Brand Story

As the automotive industry continues to evolve and look toward the future, it is clear that service departments are an integral piece of every dealership’s overall success. For varying reasons, consumers are looking to dealerships to provide outstanding service, both during the upfront sale of a vehicle and throughout its life on the road. While it is comforting to know the service department is on hand during the purchase of a new vehicle, it is imperative a dealership have knowledgeable professionals available to help maintain, repair, and service vehicles throughout their life cycle.

Take Back Your Brand: Deliver a Service Story Worth Sharing!

Few things are more frustrating than the inconvenience of a car breaking down—except possibly realizing that your go-to repair shop is either booked solid, closed when you need them, or unable to help with the problem at hand. Customers in today’s rushed society look for and appreciate dealerships that have outstanding parts and service shops that can keep up with their needs. In order to make the grade, not only will your dealership have to be top-notch, but your service shop will need to demonstrate the following qualities to attract and bring back customers:

Make a good first impression. Ensure that a friendly professional greets customers quickly and by name. After getting details regarding the nature of their visit, give accurate details regarding the time required for service or repairs. Customers who know exactly what to expect feel secure about the service choice they have made.

Over-the-top customer service is a must. Of course your professionals are knowledgeable, but today’s consumers demand even more than that; they want personable service with a smile. They are looking for friendliness and great communication, things that will continue to drive growth for your dealership by making customers happy and bringing them back for more.

All-around vehicle knowledge instills customer confidence. The professionals in your service department should leave no doubt in customers’ minds that they are competent and capable of completing the service requested. Ensure staff members continually update training and certifications and encourage them to clearly communicate technical information to customers to instill a higher level of confidence.

Guarantee your work. Consumers feel more confident they are receiving quality service when shops guarantee the work being done. Be sure to include all important information with the guarantee, for example whether or not the guarantee is prorated and whether or not the guarantee is transferable if the vehicle is sold.

The little things matter. A clean, neat service department that offers a comfortable waiting area with customer amenities is likely to earn loyalty from patrons. Consider offering fresh coffee, updated magazines, and plenty of seating to make waiting customers more comfortable.

Service Makes or Breaks a Brand

The importance of a top-notch service department is critical to your dealership in order to thrive in today’s economy. Currently, the average vehicle age is 11 years old, and shopping trends don’t show this changing dramatically anytime soon. Couple this with the fact that certain manufacturer warranties are becoming shorter, and we are left with consumers who are shopping for the best service providers in order to keep their vehicles maintained and drivable for the longest possible periods.

Additionally, a recent trend among car buyers is the long-term car loan, with close to a third of loans stretching to 74 months and longer. Used as a way to get consumers into a more expensive car at lower payments, these longer-length loans produce even more buyers who will hold onto vehicles longer—another reason to offer top-notch service and repairs at the dealership.

Much the same as on the car lot or closing a car deal, shoppers want to get in and out when repairs are needed. Looking for an immediate-gratification experience doesn’t change with the setting, and today’s consumers continuously seek efficiency combined with competency. By providing legendary customer service combined with transparency, fair prices, and high-quality professional knowledge, you can guarantee a growing customer base. The future of dealerships lies with the quality and performance of service departments, as they will drive the repeat business, customer loyalty, and revenue that comes with providing service throughout the life of a vehicle. A successful service department that is committed to retaining customers and expanding new business is essential to the overall success of the dealership.

Take Back Your Brand: How Your Service Department Can Tell a Great Brand Story

As the automotive industry continues to evolve and look toward the future, it is clear that service departments are an integral piece of every dealership’s overall success. For varying reasons, consumers are looking to dealerships to provide outstanding service, both during the upfront sale of a vehicle and throughout its life on the road. While it is comforting to know the service department is on hand during the purchase of a new vehicle, it is imperative a dealership have knowledgeable professionals available to help maintain, repair, and service vehicles throughout their life cycle.

Take Back Your Brand: Deliver a Service Story Worth Sharing!

Few things are more frustrating than the inconvenience of a car breaking down—except possibly realizing that your go-to repair shop is either booked solid, closed when you need them, or unable to help with the problem at hand. Customers in today’s rushed society look for and appreciate dealerships that have outstanding parts and service shops that can keep up with their needs. In order to make the grade, not only will your dealership have to be top-notch, but your service shop will need to demonstrate the following qualities to attract and bring back customers:

Make a good first impression. Ensure that a friendly professional greets customers quickly and by name. After getting details regarding the nature of their visit, give accurate details regarding the time required for service or repairs. Customers who know exactly what to expect feel secure about the service choice they have made.

Over-the-top customer service is a must. Of course your professionals are knowledgeable, but today’s consumers demand even more than that; they want personable service with a smile. They are looking for friendliness and great communication, things that will continue to drive growth for your dealership by making customers happy and bringing them back for more.

All-around vehicle knowledge instills customer confidence. The professionals in your service department should leave no doubt in customers’ minds that they are competent and capable of completing the service requested. Ensure staff members continually update training and certifications and encourage them to clearly communicate technical information to customers to instill a higher level of confidence.

Guarantee your work. Consumers feel more confident they are receiving quality service when shops guarantee the work being done. Be sure to include all important information with the guarantee, for example whether or not the guarantee is prorated and whether or not the guarantee is transferable if the vehicle is sold.

The little things matter. A clean, neat service department that offers a comfortable waiting area with customer amenities is likely to earn loyalty from patrons. Consider offering fresh coffee, updated magazines, and plenty of seating to make waiting customers more comfortable.

Service Makes or Breaks a Brand

The importance of a top-notch service department is critical to your dealership in order to thrive in today’s economy. Currently, the average vehicle age is 11 years old, and shopping trends don’t show this changing dramatically anytime soon. Couple this with the fact that certain manufacturer warranties are becoming shorter, and we are left with consumers who are shopping for the best service providers in order to keep their vehicles maintained and drivable for the longest possible periods.

Additionally, a recent trend among car buyers is the long-term car loan, with close to a third of loans stretching to 74 months and longer. Used as a way to get consumers into a more expensive car at lower payments, these longer-length loans produce even more buyers who will hold onto vehicles longer—another reason to offer top-notch service and repairs at the dealership.

Much the same as on the car lot or closing a car deal, shoppers want to get in and out when repairs are needed. Looking for an immediate-gratification experience doesn’t change with the setting, and today’s consumers continuously seek efficiency combined with competency. By providing legendary customer service combined with transparency, fair prices, and high-quality professional knowledge, you can guarantee a growing customer base. The future of dealerships lies with the quality and performance of service departments, as they will drive the repeat business, customer loyalty, and revenue that comes with providing service throughout the life of a vehicle. A successful service department that is committed to retaining customers and expanding new business is essential to the overall success of the dealership.