There are constantly new trends and social media platforms popping up, but several of them don’t stick around or never completely catch on to be worth your time. However, there are a few newer platforms and tools that seem to be catching fire for advocates, marketers, and overall social media and mobile users that may come in handy for your dealership right now.

What Are the Trendy Social Media Platforms + Tools in 2015?

Several social media platforms are classics, will always be “in,” and are a good idea to utilize if they fit with your dealership’s brand and target audience—like Facebook, Twitter, Instagram, and Pinterest. But there are three newer social media platforms and tools your dealership can utilize that have just recently taken off and are gaining customers, advocates, sales, and engagement in the business world. 

Periscope. This social media platform allows users to give live video updates while other Periscope users collectively watch and comment. This also enables the person who is live on video to respond, in real time, to users who are commenting and interacting. Users also have the option to watch the replay of a Periscope if they happened to miss it live. Periscope was started by Twitter, so it’s safe to say it will be around for a while, and it’s a great tool to use during an event. So just jump on and tell people something about what’s going on at the dealership or show off some vehicles on the showroom floor. Consumers like to be included and have the ability to engage in what’s going on, and Periscope allows your dealership to fulfill that in real time. Below are some quick tips on how to utilize and get started on Periscope:

• Your dealership can connect to Periscope via its Twitter handle. Twitter launched Periscope, so they’re connected.
• Currently, users can only live video on Periscope via mobile app, but viewers can watch on their phone or computer.
• The first 10-30 seconds of your Periscope generally consists of people joining in, so it’s a good time to address or do something for users who will catch the replay.
• Prepare for your Periscopes. Periscope users whose videos consistently and rapidly lose users don’t have as far of a reach as those who maintain viewers fairly well. Simply provide useful information, interact, or have something interesting to show that viewers can enjoy. 

Katch.me. This tool goes right along with Periscope. Your live videos on Periscope only last for 24 hours after they’re made, so if you want to make sure your videos stay available for your consumers to view, Katch.me is the go-to tool to utilize. Your dealership can use it to store all its Periscopes, you can pick and choose which you’d like viewable, and you can customize comments that show throughout your Periscope. A useful tutorial all about Katch.me and how to set it up in conjunction with Periscope is viewable here.

Snapchat. This app is no longer just for taking embarrassing photos and making 10-second videos. Now, people can use Snapchat to advertise to their employees as well by creating content that users can click on and watch, listen to, or simply just view. Snapchat may seem overwhelming, but here are some simple tips to make sense of it all:

• Snapchat is less about the “chat” and more about the “snap.”
• Stop thinking of the app as something you use to engage with others but use to, instead, engage others.
• It’s easiest to view Snapchat as a clever way for your dealership to stay connected by saying “Hi, I’m here. Look at me. See what I have to offer,” in short photo designs or clever video bursts versus Twitter, where you give a short burst of content info.
• Focus on your “Stories” tab of Snapchat, by swiping left on the app’s screen to view others or create your own. Your dealership can utilize it most with consumers and advocates.
• There are 3 types of stories: Recent Updates, Live, and Discover. Your dealership will want to utilize Recent Updates the most, so the users and advocates following you can see your content through your photos and videos.

 It’s beneficial to have advocates utilizing Snapchat for your dealership to market information to younger crowds. Just this year, FORTUNE wrote that it expects Snapchat to become one of the primary ways younger, mobile users get their information. 

The Buy Button. Facebook, Twitter, and Pinterest are three of the major platforms that have incorporated “buy buttons” or buy features for their users. This means mobile users now have access to one-click purchases when they see an item they like on a sponsored post, and they don’t even have to leave their app.

The buy button is beneficial for your dealership because mobile media usage is now significantly higher in 2015 at 51%. Consumers want the fastest option that includes the least amount of work when they’re shopping or clicking through something they may have interest in. If your dealership offers automotive services or products, this is a sure-fire way to make purchasing them as easy and available as possible for your consumers.

Utilizing the newest, fastest growing social media platforms and tools is extremely beneficial to your dealership and adds an edge that puts you above the bare minimum of simple posts and interactions on Facebook, Twitter, Instagram, and/or Pinterest. Consumers and online users are rapidly moving toward video interactions, in-real-time content and engagement, and taking advantage of the quickest, easiest option when shopping or searching online. It’s beneficial for your dealership to move along with its consumer market in order to gain the most out of your marketing.

There are constantly new trends and social media platforms popping up, but several of them don’t stick around or never completely catch on to be worth your time. However, there are a few newer platforms and tools that seem to be catching fire for advocates, marketers, and overall social media and mobile users that may come in handy for your dealership right now.

What Are the Trendy Social Media Platforms + Tools in 2015?

Several social media platforms are classics, will always be “in,” and are a good idea to utilize if they fit with your dealership’s brand and target audience—like Facebook, Twitter, Instagram, and Pinterest. But there are three newer social media platforms and tools your dealership can utilize that have just recently taken off and are gaining customers, advocates, sales, and engagement in the business world. 

Periscope. This social media platform allows users to give live video updates while other Periscope users collectively watch and comment. This also enables the person who is live on video to respond, in real time, to users who are commenting and interacting. Users also have the option to watch the replay of a Periscope if they happened to miss it live. Periscope was started by Twitter, so it’s safe to say it will be around for a while, and it’s a great tool to use during an event. So just jump on and tell people something about what’s going on at the dealership or show off some vehicles on the showroom floor. Consumers like to be included and have the ability to engage in what’s going on, and Periscope allows your dealership to fulfill that in real time. Below are some quick tips on how to utilize and get started on Periscope:

• Your dealership can connect to Periscope via its Twitter handle. Twitter launched Periscope, so they’re connected.
• Currently, users can only live video on Periscope via mobile app, but viewers can watch on their phone or computer.
• The first 10-30 seconds of your Periscope generally consists of people joining in, so it’s a good time to address or do something for users who will catch the replay.
• Prepare for your Periscopes. Periscope users whose videos consistently and rapidly lose users don’t have as far of a reach as those who maintain viewers fairly well. Simply provide useful information, interact, or have something interesting to show that viewers can enjoy. 

Katch.me. This tool goes right along with Periscope. Your live videos on Periscope only last for 24 hours after they’re made, so if you want to make sure your videos stay available for your consumers to view, Katch.me is the go-to tool to utilize. Your dealership can use it to store all its Periscopes, you can pick and choose which you’d like viewable, and you can customize comments that show throughout your Periscope. A useful tutorial all about Katch.me and how to set it up in conjunction with Periscope is viewable here.

Snapchat. This app is no longer just for taking embarrassing photos and making 10-second videos. Now, people can use Snapchat to advertise to their employees as well by creating content that users can click on and watch, listen to, or simply just view. Snapchat may seem overwhelming, but here are some simple tips to make sense of it all:

• Snapchat is less about the “chat” and more about the “snap.”
• Stop thinking of the app as something you use to engage with others but use to, instead, engage others.
• It’s easiest to view Snapchat as a clever way for your dealership to stay connected by saying “Hi, I’m here. Look at me. See what I have to offer,” in short photo designs or clever video bursts versus Twitter, where you give a short burst of content info.
• Focus on your “Stories” tab of Snapchat, by swiping left on the app’s screen to view others or create your own. Your dealership can utilize it most with consumers and advocates.
• There are 3 types of stories: Recent Updates, Live, and Discover. Your dealership will want to utilize Recent Updates the most, so the users and advocates following you can see your content through your photos and videos.

 It’s beneficial to have advocates utilizing Snapchat for your dealership to market information to younger crowds. Just this year, FORTUNE wrote that it expects Snapchat to become one of the primary ways younger, mobile users get their information. 

The Buy Button. Facebook, Twitter, and Pinterest are three of the major platforms that have incorporated “buy buttons” or buy features for their users. This means mobile users now have access to one-click purchases when they see an item they like on a sponsored post, and they don’t even have to leave their app.

The buy button is beneficial for your dealership because mobile media usage is now significantly higher in 2015 at 51%. Consumers want the fastest option that includes the least amount of work when they’re shopping or clicking through something they may have interest in. If your dealership offers automotive services or products, this is a sure-fire way to make purchasing them as easy and available as possible for your consumers.

Utilizing the newest, fastest growing social media platforms and tools is extremely beneficial to your dealership and adds an edge that puts you above the bare minimum of simple posts and interactions on Facebook, Twitter, Instagram, and/or Pinterest. Consumers and online users are rapidly moving toward video interactions, in-real-time content and engagement, and taking advantage of the quickest, easiest option when shopping or searching online. It’s beneficial for your dealership to move along with its consumer market in order to gain the most out of your marketing.

This Week in Social Media with @seekristintweet – News for the Week of October 12

LinkedIn Groups Will Be Made Private

LinkedIn announced the latest updates to Groups including an improved Groups interface on desktop, and a standalone iOS app beginning today, October 14, 2015.  [Android is also on the way.]  The app offers group push notifications, and all Groups will now be private, so only Group members will be able to participate in, and see conversations posted to the Group. LinkedIn is also blocking search engines from discussions to offer professionals a more private communication space. Dealerships, it’s time to spiff up your LinkedIn Profiles, and choose the best inventory and event pics to share with followers.

Facebook Is Testing Reactions

Beginning in Spain and Ireland, Facebook is testing Reactions and determining user satisfaction with various emojis that are available alongside the “like” button. Although there is still no “dislike” button, the emojis allow for a wider range of emotion as users interact with posts. Available on any Facebook page with a “like” button, users can access the additional emojis by hovering over the “like” button or long pressing. A panel of different reactions, including “like,” “love,” “haha,” “yay,” “wow,” “sad,” and “anger” will then appear as choices for users. Since the feature is still in its experimental stages, it’s possible even more updates will be seen before the full launch goes into effect. Keep engaging consumers and sharing your content across social platforms to increase your brand’s visibility—and take advantage of the newest Facebook features when they’re available to help you communicate even more effectively.

Twitter Moments Comes to the U.S.

U.S. Twitter users can now see top trending topics on Twitter by tapping on the new Moments lightning bolt tab on their screens. Twitter follows emerging stories throughout the day and keeps users updated.  Swipe to select specific categories to narrow down your categories and see what’s been happening during the past few days. Once a Moment has been selected, a title and description are given, and users can jump right in and view images, Vines, videos, and GIFs. Moments can be shared or followed, and users will know when Moments have been updated when a blue dot appears in the corner of the image associated with the Moment. Dealerships active on Twitter should leverage Moments to be on top of trending content important to your dealership brand.  Embed Moments in your blog posts, articles, newsletters, and emails—wherever it fits with your brand. 

Facebook Lead Ads

Facebook Lead Ads were recently introduced as a way of offering a fast and private way to sign up to get information from businesses, and now lead ads are available to all advertisers. When users click on a lead ad, an auto-populated form pops up and is filled based on previously-entered Facebook information. The form is editable, but the auto-populated format makes this a quick, two-tap process which allows contact information to be submitted to businesses quickly and safely. By syncing with a CRM, businesses can collect and respond to lead ads in real-time, and capture cost-per-conversion metrics easily with lead ads. Dealerships will want to evaluate Lead Ads in their overall digital marketing strategy.  Try a test ad and see how Lead Ads perform in your market. 

Facebook Verified Badges

Facebook recently started rolling out Verified Badges for local businesses, which means businesses with local Pages will now get an official stamp of authenticity to help them stand out from the crowd. Verified Badges will show up as gray checkmarks, and they’ll be available for businesses located in the U.S., Canada, Great Britain, Australia, and New Zealand. A way for Facebook to show support for local businesses, Verified Badges will help consumers locate authentic accounts for local merchants. Dealerships, grab your verified badge and make sure your customers know they’re on the right page with a verified badge.  

Periscope “On Air” Button

Periscope’s newest update, the embeddable “On Air” button comes to life when you’re live, letting users know your status and username as you’re broadcasting. When users click the button, they will be taken to a new window, which displays a profile page, and if the user is live when this window opens, his or her live broadcast will automatically begin to play.Dealerships will no longer have to tweet to let your fans know you’re on air!  Capture dealership events, lot walkthroughs and more to create authentic connections with customers.  Humanize your brand and make your customers and employees the stars of your broadcasts by showcasing events, awards and accomplishments. 

Social Media Tip of the Week—Are they “Always On Your Mind”?

It’s easy to do the same things over and over when it comes to engaging your online audience, but it’s important to periodically take a break, step back, and make sure you’re looking at things from your audience’s perspective to be most effective with your content. To boost engagement, ask yourself things like:

• What kinds of topics have interested my followers in the past? What has kept their attention, garnered comments, questions, and shares?

• Is there information regarding new vehicles, updates, or incentives that would be particularly interesting to this customer base? What have they shopped for in the past, and what are they currently looking for?

• Has the dealership received customer feedback that would guide us in future posting? Are we able to help troubleshoot, anticipate questions, or provide maintenance suggestions?

• What other blogs and websites are customers mentioning in their online comments or discussions? Can the dealership learn about trending topics or industry issues from them?

• What are my consumers’ biggest challenges when shopping for vehicles, and how can my dealership help make the process easier? How can we communicate that in our content?

• Do our customers have unmet needs, and can the dealership find ways to meet those needs? How can we convey our desire to help in our online communication?

• What solutions does our dealership offer that would be of interest to shoppers? How can we tell them about those opportunities at the most ideal times?

The most important thing is to remain customer-focused.  This is something that won’t escape potential customers when they cross your digital path! Let your dealership be known for answering consumer questions, offering information to make their lives easier and supporting the community where you live and work.

This Week in Social Media with @seekristintweet – News for the Week of October 12

LinkedIn Groups Will Be Made Private

LinkedIn announced the latest updates to Groups including an improved Groups interface on desktop, and a standalone iOS app beginning today, October 14, 2015.  [Android is also on the way.]  The app offers group push notifications, and all Groups will now be private, so only Group members will be able to participate in, and see conversations posted to the Group. LinkedIn is also blocking search engines from discussions to offer professionals a more private communication space. Dealerships, it’s time to spiff up your LinkedIn Profiles, and choose the best inventory and event pics to share with followers.

Facebook Is Testing Reactions

Beginning in Spain and Ireland, Facebook is testing Reactions and determining user satisfaction with various emojis that are available alongside the “like” button. Although there is still no “dislike” button, the emojis allow for a wider range of emotion as users interact with posts. Available on any Facebook page with a “like” button, users can access the additional emojis by hovering over the “like” button or long pressing. A panel of different reactions, including “like,” “love,” “haha,” “yay,” “wow,” “sad,” and “anger” will then appear as choices for users. Since the feature is still in its experimental stages, it’s possible even more updates will be seen before the full launch goes into effect. Keep engaging consumers and sharing your content across social platforms to increase your brand’s visibility—and take advantage of the newest Facebook features when they’re available to help you communicate even more effectively.

Twitter Moments Comes to the U.S.

U.S. Twitter users can now see top trending topics on Twitter by tapping on the new Moments lightning bolt tab on their screens. Twitter follows emerging stories throughout the day and keeps users updated.  Swipe to select specific categories to narrow down your categories and see what’s been happening during the past few days. Once a Moment has been selected, a title and description are given, and users can jump right in and view images, Vines, videos, and GIFs. Moments can be shared or followed, and users will know when Moments have been updated when a blue dot appears in the corner of the image associated with the Moment. Dealerships active on Twitter should leverage Moments to be on top of trending content important to your dealership brand.  Embed Moments in your blog posts, articles, newsletters, and emails—wherever it fits with your brand. 

Facebook Lead Ads

Facebook Lead Ads were recently introduced as a way of offering a fast and private way to sign up to get information from businesses, and now lead ads are available to all advertisers. When users click on a lead ad, an auto-populated form pops up and is filled based on previously-entered Facebook information. The form is editable, but the auto-populated format makes this a quick, two-tap process which allows contact information to be submitted to businesses quickly and safely. By syncing with a CRM, businesses can collect and respond to lead ads in real-time, and capture cost-per-conversion metrics easily with lead ads. Dealerships will want to evaluate Lead Ads in their overall digital marketing strategy.  Try a test ad and see how Lead Ads perform in your market. 

Facebook Verified Badges

Facebook recently started rolling out Verified Badges for local businesses, which means businesses with local Pages will now get an official stamp of authenticity to help them stand out from the crowd. Verified Badges will show up as gray checkmarks, and they’ll be available for businesses located in the U.S., Canada, Great Britain, Australia, and New Zealand. A way for Facebook to show support for local businesses, Verified Badges will help consumers locate authentic accounts for local merchants. Dealerships, grab your verified badge and make sure your customers know they’re on the right page with a verified badge.  

Periscope “On Air” Button

Periscope’s newest update, the embeddable “On Air” button comes to life when you’re live, letting users know your status and username as you’re broadcasting. When users click the button, they will be taken to a new window, which displays a profile page, and if the user is live when this window opens, his or her live broadcast will automatically begin to play.Dealerships will no longer have to tweet to let your fans know you’re on air!  Capture dealership events, lot walkthroughs and more to create authentic connections with customers.  Humanize your brand and make your customers and employees the stars of your broadcasts by showcasing events, awards and accomplishments. 

Social Media Tip of the Week—Are they “Always On Your Mind”?

It’s easy to do the same things over and over when it comes to engaging your online audience, but it’s important to periodically take a break, step back, and make sure you’re looking at things from your audience’s perspective to be most effective with your content. To boost engagement, ask yourself things like:

• What kinds of topics have interested my followers in the past? What has kept their attention, garnered comments, questions, and shares?

• Is there information regarding new vehicles, updates, or incentives that would be particularly interesting to this customer base? What have they shopped for in the past, and what are they currently looking for?

• Has the dealership received customer feedback that would guide us in future posting? Are we able to help troubleshoot, anticipate questions, or provide maintenance suggestions?

• What other blogs and websites are customers mentioning in their online comments or discussions? Can the dealership learn about trending topics or industry issues from them?

• What are my consumers’ biggest challenges when shopping for vehicles, and how can my dealership help make the process easier? How can we communicate that in our content?

• Do our customers have unmet needs, and can the dealership find ways to meet those needs? How can we convey our desire to help in our online communication?

• What solutions does our dealership offer that would be of interest to shoppers? How can we tell them about those opportunities at the most ideal times?

The most important thing is to remain customer-focused.  This is something that won’t escape potential customers when they cross your digital path! Let your dealership be known for answering consumer questions, offering information to make their lives easier and supporting the community where you live and work.

From Content Mapping to Content Marketing: Part III—Measuring Content Effectiveness

Now that content mapping has led to effective content marketing, it’s important for you to measure the effectiveness of your overall content. It’s simple to find statistics on how much of an impact content marketing has for a business, but giving an exact number or time frame to measure its effectiveness isn’t quite as easy.

How Can I Tangibly Measure My Dealership’s Content Marketing Success?

The world around us today is a “right now” type of environment—we want results, and we want them now. It’s difficult to implement a strategy and realize the gain may be steady and paced instead of immediate. Marketing success doesn’t come overnight; it requires your dealership to build your brand, outlets, audience, and customers on a solid marketing foundation, which takes time. When trying to figure out if your marketing strategies are working for you, a few measurement tips will help you nail down the effectiveness of your content and improve it:

• Know your goals. If your content meets them, you can show that impact. Design your content to reflect an impact on your dealership’s sales and revenue. Track the return on investment (ROI) that results from your content, clickable links, etc., and then you’re left with a tangible number and able to show you met a specific goal from the moment you started posting content. For example, if your goal is to gain 5% in sales in the next six months by adding content or using a new marketing strategy, that will reflect a tangible number which shows gradual improvement.  

• Engagement is the new time, and time is money. Engaging with your customers and general consumers is key to gaining advocates and keeping your business strong in the long run. Your followers’ and target audience’s time is important. If they’re using their time to interact with your content, you’re doing something right. Keep track of numbers like the amount of followers, unique visitors, traffic, bounce rates, users’ time on your site, etc., and compare them with sales increases over a specified period of time. Allot time throughout the day to interact and respond to consumers on social media.

• Use the right tools. The problem many businesses encounter is that they want to measure ROI, but the tools they’re using aren’t giving them the actual information they need. For example, many businesses use Google Analytics, which will show traffic, but will not measure leads. To truly know the ROI of your content—social media, blog, ads—people must fill out a form on your website. This form will attach a “cookie” to the person’s IP address and allow you to track the person’s behavior on your site. By doing this, your dealership is able to see each lead gained through your content and the exact amount of customers that came from those leads.

• Patience. Know that content marketing success will not be a speedy process. To build up your dealership’s content, increase followers, and have the ability to see and gather real data requires time.

• Schedule. Know when you want to collect data and who you want collecting your data. Some metrics may be monitored monthly while others should be monitored weekly or even daily to keep goals on track. Make having a measurement process a priority, and keep in mind, the cycle of measurement is essential to tweaking and marketing your content correctly.

• Accept change. The significance of what you’re tracking and measuring is always changing. It’s important to evaluate your metrics from time to time and reassess the data in relation to your key concerns and questions. Keep adapting your content and marketing strategies to reflect your dealership’s findings and take note of changes that stem from updates and adaptations—numbers that reflect more or less traffic, interaction, clicks, and sales.

Knowing how to correctly measure the results of your content marketing is crucial to coming out ahead as a dealership today. It gives your dealership the ability to learn about your audience and create content that sells. If your content is turning consumers into prospects and creating customers, it’s important to know about it and keep adapting, updating, and bettering your content so that it remains effective for you.

From Content Mapping to Content Marketing: Part III—Measuring Content Effectiveness

Now that content mapping has led to effective content marketing, it’s important for you to measure the effectiveness of your overall content. It’s simple to find statistics on how much of an impact content marketing has for a business, but giving an exact number or time frame to measure its effectiveness isn’t quite as easy.

How Can I Tangibly Measure My Dealership’s Content Marketing Success?

The world around us today is a “right now” type of environment—we want results, and we want them now. It’s difficult to implement a strategy and realize the gain may be steady and paced instead of immediate. Marketing success doesn’t come overnight; it requires your dealership to build your brand, outlets, audience, and customers on a solid marketing foundation, which takes time. When trying to figure out if your marketing strategies are working for you, a few measurement tips will help you nail down the effectiveness of your content and improve it:

• Know your goals. If your content meets them, you can show that impact. Design your content to reflect an impact on your dealership’s sales and revenue. Track the return on investment (ROI) that results from your content, clickable links, etc., and then you’re left with a tangible number and able to show you met a specific goal from the moment you started posting content. For example, if your goal is to gain 5% in sales in the next six months by adding content or using a new marketing strategy, that will reflect a tangible number which shows gradual improvement.  

• Engagement is the new time, and time is money. Engaging with your customers and general consumers is key to gaining advocates and keeping your business strong in the long run. Your followers’ and target audience’s time is important. If they’re using their time to interact with your content, you’re doing something right. Keep track of numbers like the amount of followers, unique visitors, traffic, bounce rates, users’ time on your site, etc., and compare them with sales increases over a specified period of time. Allot time throughout the day to interact and respond to consumers on social media.

• Use the right tools. The problem many businesses encounter is that they want to measure ROI, but the tools they’re using aren’t giving them the actual information they need. For example, many businesses use Google Analytics, which will show traffic, but will not measure leads. To truly know the ROI of your content—social media, blog, ads—people must fill out a form on your website. This form will attach a “cookie” to the person’s IP address and allow you to track the person’s behavior on your site. By doing this, your dealership is able to see each lead gained through your content and the exact amount of customers that came from those leads.

• Patience. Know that content marketing success will not be a speedy process. To build up your dealership’s content, increase followers, and have the ability to see and gather real data requires time.

• Schedule. Know when you want to collect data and who you want collecting your data. Some metrics may be monitored monthly while others should be monitored weekly or even daily to keep goals on track. Make having a measurement process a priority, and keep in mind, the cycle of measurement is essential to tweaking and marketing your content correctly.

• Accept change. The significance of what you’re tracking and measuring is always changing. It’s important to evaluate your metrics from time to time and reassess the data in relation to your key concerns and questions. Keep adapting your content and marketing strategies to reflect your dealership’s findings and take note of changes that stem from updates and adaptations—numbers that reflect more or less traffic, interaction, clicks, and sales.

Knowing how to correctly measure the results of your content marketing is crucial to coming out ahead as a dealership today. It gives your dealership the ability to learn about your audience and create content that sells. If your content is turning consumers into prospects and creating customers, it’s important to know about it and keep adapting, updating, and bettering your content so that it remains effective for you.

Hispanic Marketing is Powerful

You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?

Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active than their non-Hispanic counterparts. Known as super consumers in the marketplace, Hispanic consumers are highly active online shoppers, and the U.S. Census Bureau estimates an 86% increase in the Hispanic population between 2015 and 2050, providing even more economic stimulus for savvy companies that are catering to a diverse market.

Already well-known for their social culture and high rate of mobile technology adoption, these consumers are a desirable target market for businesses for many reasons. Their tendency to be vocal online and advocate for the products and services they believe in is valuable for businesses seeking online growth and recognition. As a growing dealership, your Hispanic brand advocates are important when it comes to spreading the word about your business and sharing with their online social circles. If you are still hesitant to leverage the power of advocacy in the multicultural marketplace, consider the following:

• The spending power of Hispanic consumers has increased by an estimated 50% since 2010.
• 66% of Hispanic consumers in the U.S. say they pay attention to online ads, nearly 20% higher than the general online population.
• In a recent survey, nearly 80% of Hispanic consumers aged 18-64 said they use a search engine daily, with search engines being their top source for gathering information regarding potential purchases.
• 83% of Hispanic shoppers say they use their mobile devices to access product information and inform their purchases while in a store.
• The cultural relevance of ads is a key driver of action for Hispanic consumers, with 88% confirming they pay attention to ads that display culturally relevant information and 44% saying they feel more favorably toward brands that aim for cultural relevance.
• The number of Spanish keyword searches has increased exponentially—going from 65% to 200% across categories like automotive, food, and beauty.

Hispanic advocates are eager to spread the word about brands they love, and when your dealership does its job and shares marketing messages that are relevant and compelling, this consumer group will work hard to get the word out for you. Once you’ve made yourself visible to this growing demographic, you’ll be able to leverage their power in the marketplace and put their online voices to work for your dealership’s brand.

Earning Trust Is Essential

Trust is a key element when it comes to enlisting the help of Hispanic brand advocates. While they are eager to help their preferred brands succeed, those brands first have to demonstrate authenticity and a genuine interest in connecting with consumers. It’s not enough to simply translate copy or post images that may seem relatable in an attempt to resonate with shoppers; instead marketers need to approach the various cultures that are present in the U.S. with a one-size-does-NOT-fit-all approach. Instead of being hyper-focused on finding the single right answer or the right piece to fit into a marketing puzzle, it’s time to take more of a larger world view when addressing Hispanic consumers.

Earning trust essentially means getting to know consumers—learning what they like, what they dislike, what experiences and traditions hold meaning for them, and how to provide entertaining and meaningful content that shows a true desire to connect. It’s a tall order, but savvy Hispanic consumers are shopping in a crowded marketplace, and they are discerning brand connoisseurs. Big brands have taken note of the spending power of this demographic; if you’re wondering whether or not to start working on building a relationship with these shoppers, check out the stats below:

• The top 500 marketers in the U.S. have increased their ad spend directed toward Hispanic consumers by 63%, up from $4.3 billion in 2010 to $7.1 billion currently.
• Investments have been increased by leading companies like Nissan, Toyota, Walmart, and Target to include Hispanic in-language efforts, as well as English-language marketing with culturally-based messaging.
• Target continues to extend its relationship with Hispanic consumers, and its marketing spend is also on the rise. In 2013, the company spent approximately $51.5 million on Hispanic marketing efforts, a direct reflection of the marketplace and the growing Hispanic consumer demographic.
• Macy’s spends $36.6 million per year on Hispanic marketing efforts, with an emphasis on engaging and sharing content with Hispanic consumers and their friends.

Find Your Advocates on Social Media

Hispanic brand advocates love social media, and you can bet you’ll find them on various platforms researching, sharing, and purchasing from their favorite brands. Hispanic millennials, especially, are socially active, with almost 3 out of 4 aged 18 to 29 actively using social media. Many of them are using social as a way to shop, and they enjoy sharing their shopping experiences with their online social connections.

Interestingly enough, Hispanic millennials on social media tend to trend younger than their non-Hispanic counterparts. 60% are between the ages of 18 to 24, and 40% are between the ages of 25 to 29. A majority—62%—are U.S.-born, compared with 57% of Hispanics in the overall age group. Finally, Hispanic millennials on social media are more educated overall, with 49% having attended college, than the number of total Hispanics aged 18 to 29.

Aware of social media’s influence on their shopping decisions, this group of consumers is highly active when it comes to sharing information about products and services online, making them the perfect brand advocates for your dealership. Once you’ve won them over with your authenticity and proven that your dealership is a brand they want to stand behind, you’ll earn loyalty that will carry you forward within this demographic. Energetic and eager to spread the word about their favorite products and services, Hispanic consumer advocates can take your dealership to the next level and pave the way for you to create relationships throughout the community.

Hispanic Marketing is Powerful

You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?

Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active than their non-Hispanic counterparts. Known as super consumers in the marketplace, Hispanic consumers are highly active online shoppers, and the U.S. Census Bureau estimates an 86% increase in the Hispanic population between 2015 and 2050, providing even more economic stimulus for savvy companies that are catering to a diverse market.

Already well-known for their social culture and high rate of mobile technology adoption, these consumers are a desirable target market for businesses for many reasons. Their tendency to be vocal online and advocate for the products and services they believe in is valuable for businesses seeking online growth and recognition. As a growing dealership, your Hispanic brand advocates are important when it comes to spreading the word about your business and sharing with their online social circles. If you are still hesitant to leverage the power of advocacy in the multicultural marketplace, consider the following:

• The spending power of Hispanic consumers has increased by an estimated 50% since 2010.
• 66% of Hispanic consumers in the U.S. say they pay attention to online ads, nearly 20% higher than the general online population.
• In a recent survey, nearly 80% of Hispanic consumers aged 18-64 said they use a search engine daily, with search engines being their top source for gathering information regarding potential purchases.
• 83% of Hispanic shoppers say they use their mobile devices to access product information and inform their purchases while in a store.
• The cultural relevance of ads is a key driver of action for Hispanic consumers, with 88% confirming they pay attention to ads that display culturally relevant information and 44% saying they feel more favorably toward brands that aim for cultural relevance.
• The number of Spanish keyword searches has increased exponentially—going from 65% to 200% across categories like automotive, food, and beauty.

Hispanic advocates are eager to spread the word about brands they love, and when your dealership does its job and shares marketing messages that are relevant and compelling, this consumer group will work hard to get the word out for you. Once you’ve made yourself visible to this growing demographic, you’ll be able to leverage their power in the marketplace and put their online voices to work for your dealership’s brand.

Earning Trust Is Essential

Trust is a key element when it comes to enlisting the help of Hispanic brand advocates. While they are eager to help their preferred brands succeed, those brands first have to demonstrate authenticity and a genuine interest in connecting with consumers. It’s not enough to simply translate copy or post images that may seem relatable in an attempt to resonate with shoppers; instead marketers need to approach the various cultures that are present in the U.S. with a one-size-does-NOT-fit-all approach. Instead of being hyper-focused on finding the single right answer or the right piece to fit into a marketing puzzle, it’s time to take more of a larger world view when addressing Hispanic consumers.

Earning trust essentially means getting to know consumers—learning what they like, what they dislike, what experiences and traditions hold meaning for them, and how to provide entertaining and meaningful content that shows a true desire to connect. It’s a tall order, but savvy Hispanic consumers are shopping in a crowded marketplace, and they are discerning brand connoisseurs. Big brands have taken note of the spending power of this demographic; if you’re wondering whether or not to start working on building a relationship with these shoppers, check out the stats below:

• The top 500 marketers in the U.S. have increased their ad spend directed toward Hispanic consumers by 63%, up from $4.3 billion in 2010 to $7.1 billion currently.
• Investments have been increased by leading companies like Nissan, Toyota, Walmart, and Target to include Hispanic in-language efforts, as well as English-language marketing with culturally-based messaging.
• Target continues to extend its relationship with Hispanic consumers, and its marketing spend is also on the rise. In 2013, the company spent approximately $51.5 million on Hispanic marketing efforts, a direct reflection of the marketplace and the growing Hispanic consumer demographic.
• Macy’s spends $36.6 million per year on Hispanic marketing efforts, with an emphasis on engaging and sharing content with Hispanic consumers and their friends.

Find Your Advocates on Social Media

Hispanic brand advocates love social media, and you can bet you’ll find them on various platforms researching, sharing, and purchasing from their favorite brands. Hispanic millennials, especially, are socially active, with almost 3 out of 4 aged 18 to 29 actively using social media. Many of them are using social as a way to shop, and they enjoy sharing their shopping experiences with their online social connections.

Interestingly enough, Hispanic millennials on social media tend to trend younger than their non-Hispanic counterparts. 60% are between the ages of 18 to 24, and 40% are between the ages of 25 to 29. A majority—62%—are U.S.-born, compared with 57% of Hispanics in the overall age group. Finally, Hispanic millennials on social media are more educated overall, with 49% having attended college, than the number of total Hispanics aged 18 to 29.

Aware of social media’s influence on their shopping decisions, this group of consumers is highly active when it comes to sharing information about products and services online, making them the perfect brand advocates for your dealership. Once you’ve won them over with your authenticity and proven that your dealership is a brand they want to stand behind, you’ll earn loyalty that will carry you forward within this demographic. Energetic and eager to spread the word about their favorite products and services, Hispanic consumer advocates can take your dealership to the next level and pave the way for you to create relationships throughout the community.

Great Communicators Have Meaningful Conversations

Creating a culture of strong communication can make or break your dealership.  And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers.  People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.

Meaningful Conversations Matter

Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of consumers being less likely to purchase from an aggressive salesperson. We’ve all learned authenticity is key when connecting with individuals in today’s fast-paced world, so how do you help your sales professionals convey authenticity? By mastering key components of great communication, you’ll be better equipped to share the truest version of your dealership and, in turn, demonstrate to your employees the best way to connect with consumers.

There are multiple frustrations on the consumer side when it comes to the car-buying process. As a professional in the automotive industry, this probably isn’t surprising to you, but improving communication is a good first step in creating a better customer experience. Great leaders take the initiative to help employees improve communication in order to develop relationships with shoppers.  Improved communication means improved customer experience, and its the only way to earn customer loyalty and trust.

Here are a few objections consumers have when it comes to car shopping:

• Salespeople are pushy. What if salespeople didn’t have to be pushy? With the technology available to your team today, sales professionals have the benefit of knowing exactly which customers are serious shoppers and which ones are ready to buy. By strategically communicating with in-market consumers, your salespeople can ease up on that pushy feeling consumers tend to shy away from.
• The process is too time-consuming. It’s true that car-buying is a lengthy process; after all, it’s a substantial purchase. Consider ways your dealership can shorten the process or make it more comfortable for buyers. For example, what if you could begin the vehicle get-ready process while customers were signing paperwork to shorten the wait time? Or what if you offered a comfortable waiting area with free wifi to make the wait time seem more bearable?
• The financing process is confusing. Unless your customers are finance pros, this is indeed a confusing process, so the better your finance professionals are about communicating the various steps and paperwork, the more comfortable your customers will be. Work with your team and continually train to offer customers the best possible experience. Avoid jargon, and teach them to communicate in consumer-friendly terms and answer questions along the way. Your customers will appreciate this and show their loyalty by coming back to your dealership.
• It’s difficult to find the right car. There are a lot of choices on the market, and 48% of shoppers spend an average of 1-3 months shopping before making a decision. When buyers end up on your lot, facilitate the process for them by being transparent and communicating truthfully about price, fuel economy, and various features individual shoppers may be seeking. By providing the information shoppers are looking for, you’ll help them more quickly pinpoint the vehicle for them.
• Price negotiations are stressful. Finances are stressful in almost any situation, so when it comes to one of the largest purchases people will likely make, the stress level is even greater. Do your best to truthfully and openly communicate your best price and avoid the stereotypical haggling that can drive consumers away.

How to Listen

It may seem simple, but for many, listening is a lost art—or a skill not yet mastered. Dr. Stephen Covey is well-known for having authored the book, The 7 Habits of Highly Effective People, and he asserted, “Most people do not listen with the intent to understand; they listen with the intent to reply.” In other words, people tend to jump ahead when they are listening, searching for a reply to the speaker.

When you actively listen, you are authentically engaged with your customers and employees, and respect what they have to say. Teach your sales professionals to focus this type of active listening toward their customers as they interact with them, paying close attention to what each shopper is looking for in a vehicle. By doing this, they’ll be more likely to guide shoppers toward a purchase that’s right for them, leading to more successful sales.

When your sales professionals demonstrate the skill it takes to actively listen and be an efficient communicator with customers, they’ll encounter more success and earn more consumer loyalty in the long run. Consumers are able to sense when salespeople are being genuine and sharing authentic information with them, and they’ll gravitate toward dealerships they feel are best able to understand what they want and provide viable solutions that meet their needs. All of this leads to a healthier bottom line and more satisfied employees—and that’s something that will lead to a healthy, thriving dealership.

Great Communicators Have Meaningful Conversations

Creating a culture of strong communication can make or break your dealership.  And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers.  People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.

Meaningful Conversations Matter

Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of consumers being less likely to purchase from an aggressive salesperson. We’ve all learned authenticity is key when connecting with individuals in today’s fast-paced world, so how do you help your sales professionals convey authenticity? By mastering key components of great communication, you’ll be better equipped to share the truest version of your dealership and, in turn, demonstrate to your employees the best way to connect with consumers.

There are multiple frustrations on the consumer side when it comes to the car-buying process. As a professional in the automotive industry, this probably isn’t surprising to you, but improving communication is a good first step in creating a better customer experience. Great leaders take the initiative to help employees improve communication in order to develop relationships with shoppers.  Improved communication means improved customer experience, and its the only way to earn customer loyalty and trust.

Here are a few objections consumers have when it comes to car shopping:

• Salespeople are pushy. What if salespeople didn’t have to be pushy? With the technology available to your team today, sales professionals have the benefit of knowing exactly which customers are serious shoppers and which ones are ready to buy. By strategically communicating with in-market consumers, your salespeople can ease up on that pushy feeling consumers tend to shy away from.
• The process is too time-consuming. It’s true that car-buying is a lengthy process; after all, it’s a substantial purchase. Consider ways your dealership can shorten the process or make it more comfortable for buyers. For example, what if you could begin the vehicle get-ready process while customers were signing paperwork to shorten the wait time? Or what if you offered a comfortable waiting area with free wifi to make the wait time seem more bearable?
• The financing process is confusing. Unless your customers are finance pros, this is indeed a confusing process, so the better your finance professionals are about communicating the various steps and paperwork, the more comfortable your customers will be. Work with your team and continually train to offer customers the best possible experience. Avoid jargon, and teach them to communicate in consumer-friendly terms and answer questions along the way. Your customers will appreciate this and show their loyalty by coming back to your dealership.
• It’s difficult to find the right car. There are a lot of choices on the market, and 48% of shoppers spend an average of 1-3 months shopping before making a decision. When buyers end up on your lot, facilitate the process for them by being transparent and communicating truthfully about price, fuel economy, and various features individual shoppers may be seeking. By providing the information shoppers are looking for, you’ll help them more quickly pinpoint the vehicle for them.
• Price negotiations are stressful. Finances are stressful in almost any situation, so when it comes to one of the largest purchases people will likely make, the stress level is even greater. Do your best to truthfully and openly communicate your best price and avoid the stereotypical haggling that can drive consumers away.

How to Listen

It may seem simple, but for many, listening is a lost art—or a skill not yet mastered. Dr. Stephen Covey is well-known for having authored the book, The 7 Habits of Highly Effective People, and he asserted, “Most people do not listen with the intent to understand; they listen with the intent to reply.” In other words, people tend to jump ahead when they are listening, searching for a reply to the speaker.

When you actively listen, you are authentically engaged with your customers and employees, and respect what they have to say. Teach your sales professionals to focus this type of active listening toward their customers as they interact with them, paying close attention to what each shopper is looking for in a vehicle. By doing this, they’ll be more likely to guide shoppers toward a purchase that’s right for them, leading to more successful sales.

When your sales professionals demonstrate the skill it takes to actively listen and be an efficient communicator with customers, they’ll encounter more success and earn more consumer loyalty in the long run. Consumers are able to sense when salespeople are being genuine and sharing authentic information with them, and they’ll gravitate toward dealerships they feel are best able to understand what they want and provide viable solutions that meet their needs. All of this leads to a healthier bottom line and more satisfied employees—and that’s something that will lead to a healthy, thriving dealership.