If you’re looking for innovative and creative ways to bring more interaction to your Twitter page and gain a larger following for your business, consider some of these options and hacks to optimize your page in 2016. Gaining more followers and interaction on Twitter is often as simple as utilizing clever, quick strategies and hacks. Check out these six Twitter options and hacks to find out more: ​

Stick to two hashtags in your tweets. As someone who’s looking for as much engagement and reach as possible when tweeting, it’s important to realize that hashtags on Twitter should be used sparingly and for ease of search when users are looking for subject, event, or name hashtags. According to Social Media Examiner, tweets that use more than two hashtags see a 17% drop in engagement. However, this does not mean stop using hashtags—use them in your tweets to increase your engagement rate and make your tweets more visible on Twitter; just don’t overdo it.

Tweet during the daytime and throughout the weekend. During the daylight hours in your audience’s time zone is generally when users are the most active on Twitter, with around 30% higher interaction. Although every target audience is slightly different and tracking your engagement time and interactions is the best way to get a feel for your specific audience, a general rule of thumb is to tweet and engage most when the sun is out.

Connect graphics to your tweets. Just by including images in your tweets, you can gain a 150% increase in retweets. Twitter’s rich Tweets give your tweets increased levels of engagement if they include images and videos. A solid ratio to use for tweets with images and tweets without is 70/30, according to Buffer.

Create a CTA in your tweets. Asking for retweets and giving users a call-to-action is surprisingly done by very few brands. However, directly asking followers for a retweet or to complete an action directly ups your chances of getting one by quite a bit. The philosophy of “If you don’t ask, you don’t get” rings true across social media, and especially Twitter. Your followers and general Twitter users are much more likely to interact with you if you’re clearly and directly asking them to do something.

Link your tweets. Salesforce states that 92% of all Twitter interaction, retweets, replying, and more, happens when users click links. Tweets that include links get roughly 86% more retweets, which means more engagement and reach for your Twitter page. Consider using a shortened link (like bit.ly) to track the links you include in tweets and strive to link in at least 60-80% of your tweets to grab more retweets overall.

Keep your tweets around 110 characters or less. Although the character limit for a tweet is 140, it’s actually better for your engagement to shorten your tweets even more. Shorter tweets get 17% higher engagement because leaving extra room in your tweet makes it easier for other users to retweet, add in commentary, or quote your tweet.

Optimizing your tweets and Twitter page requires a small amount of effort and a few, simple tweaks here and there. Stick to two hashtags per tweet, tweet when the sun is out, use images, shout out a CTA from time to time, include links, and keep your tweets well under the 140 character limit to increase engagement and gain interaction and retweets. Regardless of where your Twitter page is at right now with followers, it’s possible to grow and gain engagement on a weekly and daily basis by utilizing these six Twitter options and hacks.

If you’re looking for innovative and creative ways to bring more interaction to your Twitter page and gain a larger following for your business, consider some of these options and hacks to optimize your page in 2016. Gaining more followers and interaction on Twitter is often as simple as utilizing clever, quick strategies and hacks. Check out these six Twitter options and hacks to find out more: ​

Stick to two hashtags in your tweets. As someone who’s looking for as much engagement and reach as possible when tweeting, it’s important to realize that hashtags on Twitter should be used sparingly and for ease of search when users are looking for subject, event, or name hashtags. According to Social Media Examiner, tweets that use more than two hashtags see a 17% drop in engagement. However, this does not mean stop using hashtags—use them in your tweets to increase your engagement rate and make your tweets more visible on Twitter; just don’t overdo it.

Tweet during the daytime and throughout the weekend. During the daylight hours in your audience’s time zone is generally when users are the most active on Twitter, with around 30% higher interaction. Although every target audience is slightly different and tracking your engagement time and interactions is the best way to get a feel for your specific audience, a general rule of thumb is to tweet and engage most when the sun is out.

Connect graphics to your tweets. Just by including images in your tweets, you can gain a 150% increase in retweets. Twitter’s rich Tweets give your tweets increased levels of engagement if they include images and videos. A solid ratio to use for tweets with images and tweets without is 70/30, according to Buffer.

Create a CTA in your tweets. Asking for retweets and giving users a call-to-action is surprisingly done by very few brands. However, directly asking followers for a retweet or to complete an action directly ups your chances of getting one by quite a bit. The philosophy of “If you don’t ask, you don’t get” rings true across social media, and especially Twitter. Your followers and general Twitter users are much more likely to interact with you if you’re clearly and directly asking them to do something.

Link your tweets. Salesforce states that 92% of all Twitter interaction, retweets, replying, and more, happens when users click links. Tweets that include links get roughly 86% more retweets, which means more engagement and reach for your Twitter page. Consider using a shortened link (like bit.ly) to track the links you include in tweets and strive to link in at least 60-80% of your tweets to grab more retweets overall.

Keep your tweets around 110 characters or less. Although the character limit for a tweet is 140, it’s actually better for your engagement to shorten your tweets even more. Shorter tweets get 17% higher engagement because leaving extra room in your tweet makes it easier for other users to retweet, add in commentary, or quote your tweet.

Optimizing your tweets and Twitter page requires a small amount of effort and a few, simple tweaks here and there. Stick to two hashtags per tweet, tweet when the sun is out, use images, shout out a CTA from time to time, include links, and keep your tweets well under the 140 character limit to increase engagement and gain interaction and retweets. Regardless of where your Twitter page is at right now with followers, it’s possible to grow and gain engagement on a weekly and daily basis by utilizing these six Twitter options and hacks.

News for the Week of 2.25​

Facebook Reactions Are Here!

Facebook has been telling us about this enhancement, and now it’s finally here. Rather than simply clicking the little thumbs-up to like a post, users have 6 emoji options to help them express their feelings regarding posts and news. In an effort to respond to user feedback, Facebook is offering emotive icons that express everything from “love” to “sad” to “angry.” For dealerships on Facebook, be sure to give this simple new update a try. It’s an easy way to interact with your followers’ posts, as well as see how people are reacting to the content you share.

Facebook Instant Articles Program

Now open to all publishers of any size around the globe, Facebook’s Instant Articles program offers an extensive reading experience for Facebook users.  Globally, hundreds of publishers are working with Facebook to provide content, while the social media giant continues to make improvements, such as adding tools that allow users to open Instant Articles more broadly.  Intended to solve the problem of slow-opening web articles, the Instant Articles program is a benefit to all publishers and users, but specifically for those with connectivity issues.  Publishers have complete control over their Instant Articles content and can even bring their direct-sold ads and keep 100% of the revenue.  Additionally, they are able to track ad data via their existing measurement systems, or users can opt to monetize content through the Facebook Audience Network.  Facebook’s Instant Articles program offers users several options to create interactive and dynamic stories to better engage readers.  Dealerships, look toward Facebook as you continue to engage consumers with your brand.  Provide relevant, interesting content and use the latest tools and updates to help you reach an even broader audience.

Twitter Customer Service Tools

Aiming to help businesses provide even better customer service via their social platform, Twitter recently introduced two new customer service tools.  The first offers a simple way to start a Direct Message.  A great way for businesses to communicate and have private conversations with customers, the transition from Tweets to Direct Messages is now as simple as a single click.  By adding a deep link to their Tweets, businesses can automatically display a call to action button allowing customers to send Direct Messages.  The second update is a Customer Feedback feature, which enables users to share feedback with a business privately after an interaction is complete.  This feature allows businesses to use Net Promoter ScoreSM (NPS®) and Customer Satisfaction (CSAT) formats for receiving more structured feedback, in addition to the open-ended feedback they get from Tweets.  Dealerships can benefit from Twitter’s latest updates as they continue to offer top-notch customer service and strive to engage and interact with as many consumers as possible.  By personalizing your interactions and responding to consumer feedback, your dealership will gain a solid reputation in the industry, and you’ll build trust in your brand.

Facebook Video Metrics Updated

Facebook’s redesigned video metrics in Page Insights make it even easier for publishers to see how their videos are performing.  After taking into consideration the updates publishers wanted to see, Facebook has added several tools to help publishers refine their video strategies.  Metrics that will now be available to publishers include Minutes Viewed, Unique Viewers, Views, 10-Second Views, and Average % Completion (including Audience Retention and Average View Duration).  Many publishers rely on insights to track performance, as well as plan upcoming posts, so the latest updates and refinements will give them an even better view of how videos are performing.  Dealerships, in addition to creating and posting video, be sure to track performance by utilizing the latest tools and metrics available to you.  You’ll be able to see what’s resonating with your audience, and you can plan your content based on what’s getting the most traction.

Instagram Adds Two-Factor Authentication

Instagram confirmed it will soon roll out two-factor authentication before users can access accounts, meaning that in addition to verifying an email address and password, users will also have to verify a phone number.  With 400 million users, this was a necessary step to make it more difficult for hackers to break into user accounts.  Two-factor authentication is something Facebook, Instagram’s parent company, has had for quite a while, and without it, users are at risk of hacks that can lead to, not only stress, but also financial loss.  Dealerships that realize the importance of Instagram as an integral social network will be able to capitalize on the importance it plays in the lives of today’s consumers.  It appeals visually to shoppers, and you can use it to engage with timely updates.  Remember, don’t oversell; instead post content your consumers will find interesting and will likely want to share.

Hello, Twitter GIF Search

Twitter has realized just how popular GIF sharing has become, and in order to make it easier than ever to share, the platform has introduced their new GIF search.  Now, when users compose Tweets or Direct Messages, they can search the GIF library to find the perfect GIF to accompany them.  Users can simply click the new GIF button to either search by keyword or browse a variety of categories to find the perfect GIF for their purposes.  Dealerships, don’t be shy about occasionally adding a GIF to your Tweets.  Your shoppers, especially the younger generations, are accustomed to seeing online communication that includes things like occasional emojis and GIFs.  Just remember to keep your platform and your posts in mind, keep your add-ons in context, and if your content is lighthearted, it’s ok to go for a GIF every now and then.

Twitter Video Capture

Twitter recently introduced video capture and sharing in Direct Messages for all iOS and Android users.  Users can now record, upload, and share video via the Twitter app, which means users no longer need to have a Vine account in order to share videos with their followers.  With a max length of 30 seconds, there are two possibilities for uploading and sharing Twitter videos.  Users can either record directly from the app or upload videos from the gallery of the device being used.  Either way, videos are not played automatically when reached in a timeline; users must click play in order to view.  For dealerships on Twitter, take advantage of the latest updates and boost your audience by capturing and sharing videos via this app.  Consider engaging users in a video contest to boost interaction and interest in your brand.

Tip of the Week – Be a Consistent Presence

At first, guaranteeing a consistent presence may sound like it makes social media a much bigger job than you want it to be.  However, once you’ve established your presence on the platforms where you want to interact, you can easily schedule posts and make time for interaction without feeling like it’s taking up too much of your day.  Once you’ve connected with followers online, they’ll expect to see updates, content, and information from you on a regular basis, and when you follow through, not only will you gain loyalty from those already following you, but you’ll likely see more people gravitate toward you over time.  Check out some quick tips for helping you post regularly—without dedicating too many work hours to social media:

• Share third-party content.  When you find interesting and helpful content you think your followers would appreciate, be sure to share it via your social platforms.  Everything you share doesn’t have to be original.  Be sure to attribute it, comment on it quickly if you wish, and you’ll emerge as a thought leader who is willing to share the ideas of others.

• Schedule social time.  If social media is only a small portion of your day, be sure to schedule time for it so it doesn’t get overwhelming.  For example, block off early morning hours to prepare and schedule any posts you want to go out throughout the day, and likewise, plan a small amount of time in the afternoon to answer questions and/or give feedback.

• Set up a social calendar.  If you lay your plans out onto a social media calendar, you’ll be able to visualize exactly what you want to accomplish, and you can plan for consistent posting throughout the week to stay in touch with your followers.

• Plan for each channel.  All social channels are not alike.  You’ll probably plan more frequent posts for Twitter, and you’ll plan longer, more in-depth content if you’re on LinkedIn.  Plan according to the audience you’re trying to reach, the message you’re trying to convey, and the platform structure you’ll be on.

• Post images.  Your content doesn’t always have to be in-depth and wordy.  In fact, images tend to garner a lot of attention on their own.  You can consistently post and change things up by sharing quick pics with captions that convey your brand message or relevant information.

• Re-use, recycle, rework.  You put a lot of time and energy into your dealership’s content, so if you have a past post that’s been especially popular or that’s gotten a lot of traction, consider reworking it slightly and reposting.  You don’t have to re-invent the wheel every time in order to share great content.  This can save you some time and help you stay consistent with your posting.

When you are able to maintain a consistent online presence and interact with your audience, you’ll remain front of mind when it’s time for consumers to research vehicles, purchase, or visit a shop for service.  It’s worth the time it takes to schedule posts and plan to engage your online audience, because the trust and loyalty you gain will end up bringing more shoppers to your dealership.

News for the Week of 2.25​

Facebook Reactions Are Here!

Facebook has been telling us about this enhancement, and now it’s finally here. Rather than simply clicking the little thumbs-up to like a post, users have 6 emoji options to help them express their feelings regarding posts and news. In an effort to respond to user feedback, Facebook is offering emotive icons that express everything from “love” to “sad” to “angry.” For dealerships on Facebook, be sure to give this simple new update a try. It’s an easy way to interact with your followers’ posts, as well as see how people are reacting to the content you share.

Facebook Instant Articles Program

Now open to all publishers of any size around the globe, Facebook’s Instant Articles program offers an extensive reading experience for Facebook users.  Globally, hundreds of publishers are working with Facebook to provide content, while the social media giant continues to make improvements, such as adding tools that allow users to open Instant Articles more broadly.  Intended to solve the problem of slow-opening web articles, the Instant Articles program is a benefit to all publishers and users, but specifically for those with connectivity issues.  Publishers have complete control over their Instant Articles content and can even bring their direct-sold ads and keep 100% of the revenue.  Additionally, they are able to track ad data via their existing measurement systems, or users can opt to monetize content through the Facebook Audience Network.  Facebook’s Instant Articles program offers users several options to create interactive and dynamic stories to better engage readers.  Dealerships, look toward Facebook as you continue to engage consumers with your brand.  Provide relevant, interesting content and use the latest tools and updates to help you reach an even broader audience.

Twitter Customer Service Tools

Aiming to help businesses provide even better customer service via their social platform, Twitter recently introduced two new customer service tools.  The first offers a simple way to start a Direct Message.  A great way for businesses to communicate and have private conversations with customers, the transition from Tweets to Direct Messages is now as simple as a single click.  By adding a deep link to their Tweets, businesses can automatically display a call to action button allowing customers to send Direct Messages.  The second update is a Customer Feedback feature, which enables users to share feedback with a business privately after an interaction is complete.  This feature allows businesses to use Net Promoter ScoreSM (NPS®) and Customer Satisfaction (CSAT) formats for receiving more structured feedback, in addition to the open-ended feedback they get from Tweets.  Dealerships can benefit from Twitter’s latest updates as they continue to offer top-notch customer service and strive to engage and interact with as many consumers as possible.  By personalizing your interactions and responding to consumer feedback, your dealership will gain a solid reputation in the industry, and you’ll build trust in your brand.

Facebook Video Metrics Updated

Facebook’s redesigned video metrics in Page Insights make it even easier for publishers to see how their videos are performing.  After taking into consideration the updates publishers wanted to see, Facebook has added several tools to help publishers refine their video strategies.  Metrics that will now be available to publishers include Minutes Viewed, Unique Viewers, Views, 10-Second Views, and Average % Completion (including Audience Retention and Average View Duration).  Many publishers rely on insights to track performance, as well as plan upcoming posts, so the latest updates and refinements will give them an even better view of how videos are performing.  Dealerships, in addition to creating and posting video, be sure to track performance by utilizing the latest tools and metrics available to you.  You’ll be able to see what’s resonating with your audience, and you can plan your content based on what’s getting the most traction.

Instagram Adds Two-Factor Authentication

Instagram confirmed it will soon roll out two-factor authentication before users can access accounts, meaning that in addition to verifying an email address and password, users will also have to verify a phone number.  With 400 million users, this was a necessary step to make it more difficult for hackers to break into user accounts.  Two-factor authentication is something Facebook, Instagram’s parent company, has had for quite a while, and without it, users are at risk of hacks that can lead to, not only stress, but also financial loss.  Dealerships that realize the importance of Instagram as an integral social network will be able to capitalize on the importance it plays in the lives of today’s consumers.  It appeals visually to shoppers, and you can use it to engage with timely updates.  Remember, don’t oversell; instead post content your consumers will find interesting and will likely want to share.

Hello, Twitter GIF Search

Twitter has realized just how popular GIF sharing has become, and in order to make it easier than ever to share, the platform has introduced their new GIF search.  Now, when users compose Tweets or Direct Messages, they can search the GIF library to find the perfect GIF to accompany them.  Users can simply click the new GIF button to either search by keyword or browse a variety of categories to find the perfect GIF for their purposes.  Dealerships, don’t be shy about occasionally adding a GIF to your Tweets.  Your shoppers, especially the younger generations, are accustomed to seeing online communication that includes things like occasional emojis and GIFs.  Just remember to keep your platform and your posts in mind, keep your add-ons in context, and if your content is lighthearted, it’s ok to go for a GIF every now and then.

Twitter Video Capture

Twitter recently introduced video capture and sharing in Direct Messages for all iOS and Android users.  Users can now record, upload, and share video via the Twitter app, which means users no longer need to have a Vine account in order to share videos with their followers.  With a max length of 30 seconds, there are two possibilities for uploading and sharing Twitter videos.  Users can either record directly from the app or upload videos from the gallery of the device being used.  Either way, videos are not played automatically when reached in a timeline; users must click play in order to view.  For dealerships on Twitter, take advantage of the latest updates and boost your audience by capturing and sharing videos via this app.  Consider engaging users in a video contest to boost interaction and interest in your brand.

Tip of the Week – Be a Consistent Presence

At first, guaranteeing a consistent presence may sound like it makes social media a much bigger job than you want it to be.  However, once you’ve established your presence on the platforms where you want to interact, you can easily schedule posts and make time for interaction without feeling like it’s taking up too much of your day.  Once you’ve connected with followers online, they’ll expect to see updates, content, and information from you on a regular basis, and when you follow through, not only will you gain loyalty from those already following you, but you’ll likely see more people gravitate toward you over time.  Check out some quick tips for helping you post regularly—without dedicating too many work hours to social media:

• Share third-party content.  When you find interesting and helpful content you think your followers would appreciate, be sure to share it via your social platforms.  Everything you share doesn’t have to be original.  Be sure to attribute it, comment on it quickly if you wish, and you’ll emerge as a thought leader who is willing to share the ideas of others.

• Schedule social time.  If social media is only a small portion of your day, be sure to schedule time for it so it doesn’t get overwhelming.  For example, block off early morning hours to prepare and schedule any posts you want to go out throughout the day, and likewise, plan a small amount of time in the afternoon to answer questions and/or give feedback.

• Set up a social calendar.  If you lay your plans out onto a social media calendar, you’ll be able to visualize exactly what you want to accomplish, and you can plan for consistent posting throughout the week to stay in touch with your followers.

• Plan for each channel.  All social channels are not alike.  You’ll probably plan more frequent posts for Twitter, and you’ll plan longer, more in-depth content if you’re on LinkedIn.  Plan according to the audience you’re trying to reach, the message you’re trying to convey, and the platform structure you’ll be on.

• Post images.  Your content doesn’t always have to be in-depth and wordy.  In fact, images tend to garner a lot of attention on their own.  You can consistently post and change things up by sharing quick pics with captions that convey your brand message or relevant information.

• Re-use, recycle, rework.  You put a lot of time and energy into your dealership’s content, so if you have a past post that’s been especially popular or that’s gotten a lot of traction, consider reworking it slightly and reposting.  You don’t have to re-invent the wheel every time in order to share great content.  This can save you some time and help you stay consistent with your posting.

When you are able to maintain a consistent online presence and interact with your audience, you’ll remain front of mind when it’s time for consumers to research vehicles, purchase, or visit a shop for service.  It’s worth the time it takes to schedule posts and plan to engage your online audience, because the trust and loyalty you gain will end up bringing more shoppers to your dealership.

News for the Week of 2.18​

New Twitter Timeline Feature

Twitter users and marketers will be happy to see the latest update, which allows them to view the best Tweets first.  Most Twitter users follow hundreds, if not thousands of people, and this enhancement ensures the best Tweets won’t be missed.  Users can easily turn this feature on in their settings by selecting ‘Show me the best Tweets first,’ and from there, when they open Twitter, the Tweets they’re most likely to be interested in from all the people they follow will show up at the top of their timelines—in reverse chronological order.  Users won’t lose any of the other Tweets, as the rest will simply be displayed underneath the initial display.  Twitter hasn’t announced exactly what drives prominence in the algorithm for this latest update, so no one is really sure what will drive a Tweet to be in the “best Tweets” list.  Keep your eyes on the potential of this functionality to help businesses learn what types of interactions and engagement will drive Tweets to the top of user timelines.  For your dealership, it’s important to remember to interact regularly and provide valuable content they will want to Retweet.

Twitter First View

Marketers can now share their brand stories across Twitter via First View, which offers exclusive ownership of prime Twitter real estate for 24 hours.  Promoted video occupies the top ad slot when users first logon to Twitter, and when marketers take advantage of First View, they are able to tell their stories in this ad space for 24 hours, achieving a significant audience reach.  Initially rolling out to managed customers in the U.S., First View will continue expanding and eventually be available globally.  Whether it’s on Twitter or another platform, it’s important to reach consumers via the mediums they gravitate toward.  92% of mobile video viewers end up sharing videos with others, and 64% of consumers are more likely to purchase products after watching videos about them.  Video is powerful, so it’s important for dealerships to keep this in mind when planning their marking.

New Facebook Video Ad Features

Users can now welcome automated captions and added reporting and buying options for video ads to Facebook’s extensive bag of tricks.  The addition of automated captions is a big deal for the social media giant, as extensive studies have been done which show users who are surprised by unexpected volume from feed-based ads react negatively—both toward the advertiser and toward the platform.  Consumers want the choice to either opt in or out for sound.  By being able to easily add captions to video ads, consumers can read what’s going on without being inundated with sound during their mobile experience.  Additionally, Facebook is offering more reporting and buying options for ads to allow advertisers to better understand how people are engaging with their videos.  New metrics have been added that allow advertisers to view the number of people who have viewed videos with sound.  Dealerships that are already working with video can benefit from this enhancement.  Keep your consumers in mind and caption your mobile video so on-the-go users can opt out of sound and still engage with your brand.

Foursquare + Delivery.com = Convenience

Foursquare and delivery.com have joined forces, along with Button, to offer consumers the convenience of delivery directly from Foursquare.  Available to consumers in all of delivery.com’s 36 serviced cities, this latest pairing offers fast and simple front-door delivery.  Users can open the app, search for what they want, and tap to have meals, alcohol, and groceries delivered.  A nod toward today’s convenience-loving consumer, this gives us a glimpse at the future of service and hints at options other industries can potentially deliver.  For dealerships, it’s a great time to take a look at both your technology and the ways you can use it to increase convenience for consumers to boost your business.

New Google+ Web Preview Updates

Google+ has begun work to update and roll out improvements on its new Google+ Web Preview.  Google+ has been listening to feedback, and they’ve begun with 102 bug fixes, as well as completing updates to allow users to search for members in a Community, approve or reject comments Google+ has flagged as spam, and upload multiple images at once to a post.  As users continue to send suggestions and ideas, Google+ has promised to keep working on further enhancements.  Dealerships, be sure to maximize your visibility by maintaining your online presence, ensuring your profiles are up to date, and providing key business information for potential customers.  Don’t get lost in the crowd; instead, be sure you stand out on Google+ by engaging your followers and providing relevant content, visuals, and responding to reviews.

Tip of the Week – Join the Conversation Marketers

As marketers, businesspeople, and salespeople, our jobs revolve around getting people’s attention.  And we all know how busy people are.  They are overwhelmed with working, playing, driving, exercising…pretty much doing everything except focusing on what we’re trying to sell.  So we’re left with figuring out how to get shoppers to notice us, and that’s ok—if we do it well. There was a day when interruptive marketing was just about the only thing consumers saw, however businesses have figured out they’ll make more progress with shoppers if, instead of making them stop what they’re doing, they join consumers in their conversations and interactions.  Brands offering a seamless, more enjoyable experience that is authentic are more likely to gain the attention of busy shoppers who crave engagement. In order to become a part of the conversation with your audience, consider some of the following and work toward putting your dealership’s most authentic foot forward:

• Quality counts. While your presence is important, remember consumers are inundated with content, so be sure if you’re asking for their attention, it’s for a good reason.  Offer quality content, feedback, and valuable insights that will be appreciated, and you’ll end up being a customer favorite.
• Speak their language. In addition to finding out what customers are interested in, it’s a good idea to perfect your storytelling skills and find ways to make your dealership messages truly resonate for shoppers.  Straightforward ads and hard sells don’t stick with consumers nearly as well as stories that show them how your products can impact their lives.
• Know your message. Social media is the place where you really need to hit your message and be accurate, because whoever your audience is, they are listening.  They’ll know if you goof, and they’ll tell everyone about it.  The really good news is, however, if you’re authentic and honestly try to fix an issue, your followers are likely to be supportive and spread the word about your good will.
• Be fun. Consumers are overwhelmingly interested in video, visuals, and interactive content—so do your best to give them what they’re asking for.  You can stay true to your brand and add plenty of fun elements in at the same time.  Chances are, you’ll end up garnering plenty of engagement when you step up your fun quotient!
• Remember where you are. Facebook isn’t Twitter…isn’t Google+…isn’t Instagram.  Do a little homework and be sure you’re posting content that works effectively for each specific platform.  You can get quite a bit of traction and re-use some of your content, however, you may need to update it or tweak it for various platforms in order to achieve the best results.

Above all, have a good time getting to know your consumers and be sure to join their conversations and engage with them in a natural way.  You’ll find this helps you gain more ground, earn trust, and get more people through the doors of your dealership than stiff me-to-you advertising that interrupts and distracts consumers.  When you find ways to seamlessly make yourself a part of their natural conversations, you’ll end up being a valuable connection they’ll be more likely to turn to when it’s time to buy.

News for the Week of 2.18​

New Twitter Timeline Feature

Twitter users and marketers will be happy to see the latest update, which allows them to view the best Tweets first.  Most Twitter users follow hundreds, if not thousands of people, and this enhancement ensures the best Tweets won’t be missed.  Users can easily turn this feature on in their settings by selecting ‘Show me the best Tweets first,’ and from there, when they open Twitter, the Tweets they’re most likely to be interested in from all the people they follow will show up at the top of their timelines—in reverse chronological order.  Users won’t lose any of the other Tweets, as the rest will simply be displayed underneath the initial display.  Twitter hasn’t announced exactly what drives prominence in the algorithm for this latest update, so no one is really sure what will drive a Tweet to be in the “best Tweets” list.  Keep your eyes on the potential of this functionality to help businesses learn what types of interactions and engagement will drive Tweets to the top of user timelines.  For your dealership, it’s important to remember to interact regularly and provide valuable content they will want to Retweet.

Twitter First View

Marketers can now share their brand stories across Twitter via First View, which offers exclusive ownership of prime Twitter real estate for 24 hours.  Promoted video occupies the top ad slot when users first logon to Twitter, and when marketers take advantage of First View, they are able to tell their stories in this ad space for 24 hours, achieving a significant audience reach.  Initially rolling out to managed customers in the U.S., First View will continue expanding and eventually be available globally.  Whether it’s on Twitter or another platform, it’s important to reach consumers via the mediums they gravitate toward.  92% of mobile video viewers end up sharing videos with others, and 64% of consumers are more likely to purchase products after watching videos about them.  Video is powerful, so it’s important for dealerships to keep this in mind when planning their marking.

New Facebook Video Ad Features

Users can now welcome automated captions and added reporting and buying options for video ads to Facebook’s extensive bag of tricks.  The addition of automated captions is a big deal for the social media giant, as extensive studies have been done which show users who are surprised by unexpected volume from feed-based ads react negatively—both toward the advertiser and toward the platform.  Consumers want the choice to either opt in or out for sound.  By being able to easily add captions to video ads, consumers can read what’s going on without being inundated with sound during their mobile experience.  Additionally, Facebook is offering more reporting and buying options for ads to allow advertisers to better understand how people are engaging with their videos.  New metrics have been added that allow advertisers to view the number of people who have viewed videos with sound.  Dealerships that are already working with video can benefit from this enhancement.  Keep your consumers in mind and caption your mobile video so on-the-go users can opt out of sound and still engage with your brand.

Foursquare + Delivery.com = Convenience

Foursquare and delivery.com have joined forces, along with Button, to offer consumers the convenience of delivery directly from Foursquare.  Available to consumers in all of delivery.com’s 36 serviced cities, this latest pairing offers fast and simple front-door delivery.  Users can open the app, search for what they want, and tap to have meals, alcohol, and groceries delivered.  A nod toward today’s convenience-loving consumer, this gives us a glimpse at the future of service and hints at options other industries can potentially deliver.  For dealerships, it’s a great time to take a look at both your technology and the ways you can use it to increase convenience for consumers to boost your business.

New Google+ Web Preview Updates

Google+ has begun work to update and roll out improvements on its new Google+ Web Preview.  Google+ has been listening to feedback, and they’ve begun with 102 bug fixes, as well as completing updates to allow users to search for members in a Community, approve or reject comments Google+ has flagged as spam, and upload multiple images at once to a post.  As users continue to send suggestions and ideas, Google+ has promised to keep working on further enhancements.  Dealerships, be sure to maximize your visibility by maintaining your online presence, ensuring your profiles are up to date, and providing key business information for potential customers.  Don’t get lost in the crowd; instead, be sure you stand out on Google+ by engaging your followers and providing relevant content, visuals, and responding to reviews.

Tip of the Week – Join the Conversation Marketers

As marketers, businesspeople, and salespeople, our jobs revolve around getting people’s attention.  And we all know how busy people are.  They are overwhelmed with working, playing, driving, exercising…pretty much doing everything except focusing on what we’re trying to sell.  So we’re left with figuring out how to get shoppers to notice us, and that’s ok—if we do it well. There was a day when interruptive marketing was just about the only thing consumers saw, however businesses have figured out they’ll make more progress with shoppers if, instead of making them stop what they’re doing, they join consumers in their conversations and interactions.  Brands offering a seamless, more enjoyable experience that is authentic are more likely to gain the attention of busy shoppers who crave engagement. In order to become a part of the conversation with your audience, consider some of the following and work toward putting your dealership’s most authentic foot forward:

• Quality counts. While your presence is important, remember consumers are inundated with content, so be sure if you’re asking for their attention, it’s for a good reason.  Offer quality content, feedback, and valuable insights that will be appreciated, and you’ll end up being a customer favorite.
• Speak their language. In addition to finding out what customers are interested in, it’s a good idea to perfect your storytelling skills and find ways to make your dealership messages truly resonate for shoppers.  Straightforward ads and hard sells don’t stick with consumers nearly as well as stories that show them how your products can impact their lives.
• Know your message. Social media is the place where you really need to hit your message and be accurate, because whoever your audience is, they are listening.  They’ll know if you goof, and they’ll tell everyone about it.  The really good news is, however, if you’re authentic and honestly try to fix an issue, your followers are likely to be supportive and spread the word about your good will.
• Be fun. Consumers are overwhelmingly interested in video, visuals, and interactive content—so do your best to give them what they’re asking for.  You can stay true to your brand and add plenty of fun elements in at the same time.  Chances are, you’ll end up garnering plenty of engagement when you step up your fun quotient!
• Remember where you are. Facebook isn’t Twitter…isn’t Google+…isn’t Instagram.  Do a little homework and be sure you’re posting content that works effectively for each specific platform.  You can get quite a bit of traction and re-use some of your content, however, you may need to update it or tweak it for various platforms in order to achieve the best results.

Above all, have a good time getting to know your consumers and be sure to join their conversations and engage with them in a natural way.  You’ll find this helps you gain more ground, earn trust, and get more people through the doors of your dealership than stiff me-to-you advertising that interrupts and distracts consumers.  When you find ways to seamlessly make yourself a part of their natural conversations, you’ll end up being a valuable connection they’ll be more likely to turn to when it’s time to buy.

News for the Week of 2.4 ​

Snapchat Add Me URLs

Snapchat recently rolled out Add Me URLs to make adding people even easier. Users are now able to copy their own unique URLs and instantly share them via apps like Twitter, as well as add them in places like signatures.  When the URL is tapped on a mobile device, a preview of the user’s Snapchat profile appears alongside an Add button. Previous feedback showed that following people via Snapchat could be challenging for less experienced users, but this latest update corrects that, making it easier to follow friends, acquaintances, and celebrities at the touch of a button. Dealerships, keep in mind the popularity of Snapchat as you work to build your social presence. With over 100 million daily active users, Snapchat can give you an extensive presence with your mobile audience. Consider quick updates like coupon Snaps or service incentives for users who follow you. Even on other platforms like, Twitter, Facebook or Periscope.

Facebook Audience Network Broadens

Facebook broadened its Audience Network to support mobile web, which means native ad formats and people-based marketing are now available to a new set of publishers. Additionally, 2.5 million Facebook advertisers will now be able to reach people via mobile devices.  Recently updated technology allows publishers to take advantage of fully customizable native units, as well as formats like carousel ads to showcase multiple images.  Currently in beta, publishers are able to integrate easily and get started with Audience Network for mobile by adding a JavaScript tag to their HTML page source code.  As Facebook continues to innovate and provide improved experiences for publishers, dealerships should continue to take note of the opportunities that are available to reach their audiences via this platform.   Consider engaging consumers with innovative content and targeted campaigns in order to gain traction for your dealership.

Twitter Enhanced Video Player and Auto-Looping GIFs

Twitter continues to update, and its latest enhancements include a custom video player in Twitter Kit, as well as auto-looping GIFs.  With the custom video player, users are now able to view the duration of a video before initiating a playback, allowing for increased user engagement.  Additionally, GIFs now have a unique badge and feature auto-looping playback to enhance user enjoyment.  As Twitter continues to develop innovative ways to reach more users, dealerships should keep their eyes on ways to engage consumers by utilizing the newest tools and updates.  From dealership events to service specials, reach out to customers and share your latest via Twitter to gain online traction.

Broadcast From GoPro Directly to Periscope

Now GoPro HERO 4 users have the ability to broadcast directly to Periscope for iPhone, making it easier to tap into user creativity—and at the same time keeping numerous iPhones out of potentially perilous filming conditions.  Instead of using iPhones to video their adventures, users can now broadcast from their GoPro HERO 4 devices directly to Periscope for iPhone simply by connecting to GoPro’s WiFi and ensuring it’s on video mode.  From that point, users are able to open Periscope on their iPhones and tap the broadcast button, allowing a broadcast to go live on Periscope.  Dealerships, be sure to use your creativity to update your followers with live video in order to take advantage of consumers’ affinity for visuals and video updates.  Consider live inventory or vehicle feature updates to highlight things consumers might find most compelling when making purchase decisions.

YouTube Donation Cards

YouTube creators can now raise money to support their favorite causes, transforming video views into donations.  Donation cards allow subscribers and viewers to donate directly from videos simply by adding a donation card and choosing a nonprofit.  100% of donations go to the organizations selected, giving YouTube users the opportunity to give back and do good throughout their communities and the world.  For dealerships that already participate in fundraisers and nonprofit work, this is a great way to get the word out and grow online engagement for the causes you support.  Consumers want to interact with businesses that give back, and this is your chance to help others and let your audience know what you’re all about.

Facebook Expands Live Video

Facebook live video has been expanded even further, allowing iPhone users across the U.S. access to this latest functionality.  In the coming weeks, Facebook expects to roll this feature out to users throughout the world, encouraging more people to connect and communicate with video.  Simply by tapping on Update Status, users are able to select Live Video, write a quick description, choose an audience, and then go live.  While broadcasting, users are able to see the number of viewers, the names of friends who are viewing, and a stream of real-time comments.  Once a video broadcast ends, it will be saved to users’ timelines to either be rewatched or deleted at a later time.  As more platforms move to live video, it’s important for businesses to engage with consumers in this way in order to connect and share important moments.  Dealerships, continue to find new and innovative ways to share live video feeds with shoppers in order to build relationships and stay connected.

Vine Trends Page

Vine recently launched its Trends page, making it easier for users to discover trending stories and follow what’s important to them.  This page offers a unique and simple way for Vine users to dig into the history behind their favorite Vines, allowing them to discover the back stories that make the most popular Vines stand out to millions around the world.  Dealerships that are focused on the importance of social should not lose sight of Vine.  Take a few moments to get creative and reach out to consumers who want to get to know the personality of your dealership.  Vine is a great place to let your brand shine by sharing quick clips of employees, tales from the showroom floor, or anything else that allows you to share a sneak peek of what’s going on in the dealership.  When you interact with consumers, they’ll be more apt to align with you when it’s time to shop.

Tip of the Week – Show Your Personality

Consumers want to engage with brands they share a connection with.  Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are.  There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality:

• Stick with your brand identity.  Your dealership has a personality—friendly, down-home, neighborly, family-owned—and whatever you’ve always been is what you should continue to convey.  Have fun with your online engagement, but don’t change who you are.

• Stay positive.  Stick with the rules you already know about sharing on social media.  Share positive information, stay away from the negative, and avoid anything controversial.  You are sharing your personality—but you’re not looking to start a debate or drive potential customers away.  Positive posts will encourage interaction and engagement, and you’ll gain more shoppers in the long run.

• Share information.  Your online followers love to learn.  If you are able to share quick how-tos, give helpful updates, or show them how something works, you’ll be providing a valuable service—and you’ll be seen as a go-to resource.

• Share your experiences.  Consumers are drawn to storytelling, and when you’re able to share your own personal experiences, you’ll build trust and loyalty.  Storytelling allows you to build connections with your followers based on shared experiences, adding to your dealership’s human side. And sharing your story via video (on Periscope, YouTube, etc.) gains more traction than ever this year.

• Show images.  You probably already know the importance of sharing images and video on social media.  Not only is it good for engagement, it’s also a great way to add personality to your brand.  By sharing images, you’re giving a human face to your dealership.  Be sure to change things up by showing your pros at work, behind the scenes, and even include some candid or funny shots of lighthearted times on the lot.

When you allow your customers to get a glimpse of your dealership’s personality and share in the human side of your brand, you’ll go a long way toward gaining loyal shoppers.  By interacting and engaging with online followers, you’ll forge relationships that carry over onto the showroom floor.

News for the Week of 2.4 ​

Snapchat Add Me URLs

Snapchat recently rolled out Add Me URLs to make adding people even easier. Users are now able to copy their own unique URLs and instantly share them via apps like Twitter, as well as add them in places like signatures.  When the URL is tapped on a mobile device, a preview of the user’s Snapchat profile appears alongside an Add button. Previous feedback showed that following people via Snapchat could be challenging for less experienced users, but this latest update corrects that, making it easier to follow friends, acquaintances, and celebrities at the touch of a button. Dealerships, keep in mind the popularity of Snapchat as you work to build your social presence. With over 100 million daily active users, Snapchat can give you an extensive presence with your mobile audience. Consider quick updates like coupon Snaps or service incentives for users who follow you. Even on other platforms like, Twitter, Facebook or Periscope.

Facebook Audience Network Broadens

Facebook broadened its Audience Network to support mobile web, which means native ad formats and people-based marketing are now available to a new set of publishers. Additionally, 2.5 million Facebook advertisers will now be able to reach people via mobile devices.  Recently updated technology allows publishers to take advantage of fully customizable native units, as well as formats like carousel ads to showcase multiple images.  Currently in beta, publishers are able to integrate easily and get started with Audience Network for mobile by adding a JavaScript tag to their HTML page source code.  As Facebook continues to innovate and provide improved experiences for publishers, dealerships should continue to take note of the opportunities that are available to reach their audiences via this platform.   Consider engaging consumers with innovative content and targeted campaigns in order to gain traction for your dealership.

Twitter Enhanced Video Player and Auto-Looping GIFs

Twitter continues to update, and its latest enhancements include a custom video player in Twitter Kit, as well as auto-looping GIFs.  With the custom video player, users are now able to view the duration of a video before initiating a playback, allowing for increased user engagement.  Additionally, GIFs now have a unique badge and feature auto-looping playback to enhance user enjoyment.  As Twitter continues to develop innovative ways to reach more users, dealerships should keep their eyes on ways to engage consumers by utilizing the newest tools and updates.  From dealership events to service specials, reach out to customers and share your latest via Twitter to gain online traction.

Broadcast From GoPro Directly to Periscope

Now GoPro HERO 4 users have the ability to broadcast directly to Periscope for iPhone, making it easier to tap into user creativity—and at the same time keeping numerous iPhones out of potentially perilous filming conditions.  Instead of using iPhones to video their adventures, users can now broadcast from their GoPro HERO 4 devices directly to Periscope for iPhone simply by connecting to GoPro’s WiFi and ensuring it’s on video mode.  From that point, users are able to open Periscope on their iPhones and tap the broadcast button, allowing a broadcast to go live on Periscope.  Dealerships, be sure to use your creativity to update your followers with live video in order to take advantage of consumers’ affinity for visuals and video updates.  Consider live inventory or vehicle feature updates to highlight things consumers might find most compelling when making purchase decisions.

YouTube Donation Cards

YouTube creators can now raise money to support their favorite causes, transforming video views into donations.  Donation cards allow subscribers and viewers to donate directly from videos simply by adding a donation card and choosing a nonprofit.  100% of donations go to the organizations selected, giving YouTube users the opportunity to give back and do good throughout their communities and the world.  For dealerships that already participate in fundraisers and nonprofit work, this is a great way to get the word out and grow online engagement for the causes you support.  Consumers want to interact with businesses that give back, and this is your chance to help others and let your audience know what you’re all about.

Facebook Expands Live Video

Facebook live video has been expanded even further, allowing iPhone users across the U.S. access to this latest functionality.  In the coming weeks, Facebook expects to roll this feature out to users throughout the world, encouraging more people to connect and communicate with video.  Simply by tapping on Update Status, users are able to select Live Video, write a quick description, choose an audience, and then go live.  While broadcasting, users are able to see the number of viewers, the names of friends who are viewing, and a stream of real-time comments.  Once a video broadcast ends, it will be saved to users’ timelines to either be rewatched or deleted at a later time.  As more platforms move to live video, it’s important for businesses to engage with consumers in this way in order to connect and share important moments.  Dealerships, continue to find new and innovative ways to share live video feeds with shoppers in order to build relationships and stay connected.

Vine Trends Page

Vine recently launched its Trends page, making it easier for users to discover trending stories and follow what’s important to them.  This page offers a unique and simple way for Vine users to dig into the history behind their favorite Vines, allowing them to discover the back stories that make the most popular Vines stand out to millions around the world.  Dealerships that are focused on the importance of social should not lose sight of Vine.  Take a few moments to get creative and reach out to consumers who want to get to know the personality of your dealership.  Vine is a great place to let your brand shine by sharing quick clips of employees, tales from the showroom floor, or anything else that allows you to share a sneak peek of what’s going on in the dealership.  When you interact with consumers, they’ll be more apt to align with you when it’s time to shop.

Tip of the Week – Show Your Personality

Consumers want to engage with brands they share a connection with.  Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are.  There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality:

• Stick with your brand identity.  Your dealership has a personality—friendly, down-home, neighborly, family-owned—and whatever you’ve always been is what you should continue to convey.  Have fun with your online engagement, but don’t change who you are.

• Stay positive.  Stick with the rules you already know about sharing on social media.  Share positive information, stay away from the negative, and avoid anything controversial.  You are sharing your personality—but you’re not looking to start a debate or drive potential customers away.  Positive posts will encourage interaction and engagement, and you’ll gain more shoppers in the long run.

• Share information.  Your online followers love to learn.  If you are able to share quick how-tos, give helpful updates, or show them how something works, you’ll be providing a valuable service—and you’ll be seen as a go-to resource.

• Share your experiences.  Consumers are drawn to storytelling, and when you’re able to share your own personal experiences, you’ll build trust and loyalty.  Storytelling allows you to build connections with your followers based on shared experiences, adding to your dealership’s human side. And sharing your story via video (on Periscope, YouTube, etc.) gains more traction than ever this year.

• Show images.  You probably already know the importance of sharing images and video on social media.  Not only is it good for engagement, it’s also a great way to add personality to your brand.  By sharing images, you’re giving a human face to your dealership.  Be sure to change things up by showing your pros at work, behind the scenes, and even include some candid or funny shots of lighthearted times on the lot.

When you allow your customers to get a glimpse of your dealership’s personality and share in the human side of your brand, you’ll go a long way toward gaining loyal shoppers.  By interacting and engaging with online followers, you’ll forge relationships that carry over onto the showroom floor.

Give Dealership Professionals the Tools They Need to Succeed ​

You’ve worked hard to ensure you have the best professionals in the business working at your dealership, so it makes sense that you’ll continue working hard to give them the edge they need when it comes to connecting with shoppers, creating relationships, and boosting sales.  But things move quickly in today’s marketplace, and tools are continuously being updated.  Consumers are in a rush to complete transactions, they show up at your dealership more informed than ever, and your professionals are under pressure to stay up-to-date and informed, as well as find new ways to engage and level with shoppers. As we kick off this month, we’re focusing on ways you can help level the playing field for every professional at your dealership, and first and foremost, that involves building solid relationships and interacting with consumers in a way that allows you to gauge and meet specific needs.  Today’s shoppers are looking for seamless transactions throughout their automotive buyer journeys, and by striving to provide positive experiences, you’ll earn a reputation for being a dealership that’s easy to work with and cares about shopper needs.  Solid consumer relationships built on trust will be the cornerstone for success in today’s busy and ever-changing marketplace.

Building Relationships to Build Sales 

Today’s shoppers want to build relationships with the brands they select.  Shoppers are finding their online voices and speaking out regarding what they’re looking for, how they want to shop, and what types of businesses appeal to them.  This is great news for your dealership, because now you have access to consumer insights that can help guide you toward enhancing the shopper experience in a meaningful way.  By building relationships and having social conversations with potential shoppers, your dealership will be able to thrive and grow in the marketplace.

Removing Shopper Pain Points

Successful dealerships strive to remove shopper pain points and understand consumer motivators, and with the insights and connections that are now available, this is more achievable than ever.  This month, we’ll take a closer look at the tools, tricks, and behaviors that will help your dealership pros level the playing field and shine in the eyes of shoppers.  No matter how dealerships arrive at the goal, the mission stays the same: create meaningful consumer relationships that result in trust, shopper loyalty, and increased business:

• Get to know your demographic.  By being able to identify specific consumer groups and deliver what they’re asking for in a car-buying experience, you’ll gain credibility and a reputation for being a dealership that’s in tune with shopper needs.  Take an in-depth look at various shopper groups like millennials, Gen X, Gen Z, Hispanic shoppers, and more—and you’ll be able to determine marketplace needs, as well as deliver a top-notch shopping experience.

• Stay up to date with technology.  Like all shoppers, auto shoppers are on the lookout for the latest technology, both in-vehicle and with regard to the way your dealership does business.  When you stay abreast of the latest updates, gadgets, and apps available to shoppers, you’ll be able to share more; and when you’re in-the-know and on top of tech, shoppers will continue to look to you for the latest insights.

• Utilize the technology that’s available to you.  Shoppers arrive at your dealership with more information than ever about vehicles, and often they feel like they already know what they want.  When you arm your dealership pros with technology that helps them meet consumers where they are in their buying journeys, you’ll be giving your employees a valuable edge that will help them boost the dealership’s bottom line.

• Identify your super-advocates and enlist their help.  Your advocates are consumers who are excited about sharing your dealership with others.  They are your biggest fans and your loudest proponents, and they want to spread positive news about what’s going on with your dealership.  When you interact with them and give them your time, they’ll be more than willing to share your updates with their social circles.

• Tell great stories with micro-moments that resonate.  Storytelling sticks with consumers because, more than straightforward advertising, it strives for a personal connection.  By creating meaningful micro-moments, you’ll be infusing personality into your brand, making it memorable and more appealing.  Much more than sales pitches, stories allow consumers to connect with who you are and what you do.

It won’t take long for consumers to notice your dedication, and they’ll come to see your dealership as a reliable partner and a great place to do business.  By utilizing all the tools in your arsenal to help build stronger relationships, you’ll win shopper trust and succeed in leveling the playing field as your professionals work to make sales.  It’s important to keep in mind shoppers are looking to build connections with your dealership.  When you remain focused on creating meaningful consumer interactions, you’ll see your dealership propelled toward success in the marketplace.

Give Dealership Professionals the Tools They Need to Succeed ​

You’ve worked hard to ensure you have the best professionals in the business working at your dealership, so it makes sense that you’ll continue working hard to give them the edge they need when it comes to connecting with shoppers, creating relationships, and boosting sales.  But things move quickly in today’s marketplace, and tools are continuously being updated.  Consumers are in a rush to complete transactions, they show up at your dealership more informed than ever, and your professionals are under pressure to stay up-to-date and informed, as well as find new ways to engage and level with shoppers. As we kick off this month, we’re focusing on ways you can help level the playing field for every professional at your dealership, and first and foremost, that involves building solid relationships and interacting with consumers in a way that allows you to gauge and meet specific needs.  Today’s shoppers are looking for seamless transactions throughout their automotive buyer journeys, and by striving to provide positive experiences, you’ll earn a reputation for being a dealership that’s easy to work with and cares about shopper needs.  Solid consumer relationships built on trust will be the cornerstone for success in today’s busy and ever-changing marketplace.

Building Relationships to Build Sales 

Today’s shoppers want to build relationships with the brands they select.  Shoppers are finding their online voices and speaking out regarding what they’re looking for, how they want to shop, and what types of businesses appeal to them.  This is great news for your dealership, because now you have access to consumer insights that can help guide you toward enhancing the shopper experience in a meaningful way.  By building relationships and having social conversations with potential shoppers, your dealership will be able to thrive and grow in the marketplace.

Removing Shopper Pain Points

Successful dealerships strive to remove shopper pain points and understand consumer motivators, and with the insights and connections that are now available, this is more achievable than ever.  This month, we’ll take a closer look at the tools, tricks, and behaviors that will help your dealership pros level the playing field and shine in the eyes of shoppers.  No matter how dealerships arrive at the goal, the mission stays the same: create meaningful consumer relationships that result in trust, shopper loyalty, and increased business:

• Get to know your demographic.  By being able to identify specific consumer groups and deliver what they’re asking for in a car-buying experience, you’ll gain credibility and a reputation for being a dealership that’s in tune with shopper needs.  Take an in-depth look at various shopper groups like millennials, Gen X, Gen Z, Hispanic shoppers, and more—and you’ll be able to determine marketplace needs, as well as deliver a top-notch shopping experience.

• Stay up to date with technology.  Like all shoppers, auto shoppers are on the lookout for the latest technology, both in-vehicle and with regard to the way your dealership does business.  When you stay abreast of the latest updates, gadgets, and apps available to shoppers, you’ll be able to share more; and when you’re in-the-know and on top of tech, shoppers will continue to look to you for the latest insights.

• Utilize the technology that’s available to you.  Shoppers arrive at your dealership with more information than ever about vehicles, and often they feel like they already know what they want.  When you arm your dealership pros with technology that helps them meet consumers where they are in their buying journeys, you’ll be giving your employees a valuable edge that will help them boost the dealership’s bottom line.

• Identify your super-advocates and enlist their help.  Your advocates are consumers who are excited about sharing your dealership with others.  They are your biggest fans and your loudest proponents, and they want to spread positive news about what’s going on with your dealership.  When you interact with them and give them your time, they’ll be more than willing to share your updates with their social circles.

• Tell great stories with micro-moments that resonate.  Storytelling sticks with consumers because, more than straightforward advertising, it strives for a personal connection.  By creating meaningful micro-moments, you’ll be infusing personality into your brand, making it memorable and more appealing.  Much more than sales pitches, stories allow consumers to connect with who you are and what you do.

It won’t take long for consumers to notice your dedication, and they’ll come to see your dealership as a reliable partner and a great place to do business.  By utilizing all the tools in your arsenal to help build stronger relationships, you’ll win shopper trust and succeed in leveling the playing field as your professionals work to make sales.  It’s important to keep in mind shoppers are looking to build connections with your dealership.  When you remain focused on creating meaningful consumer interactions, you’ll see your dealership propelled toward success in the marketplace.