This Week in Social Media–News for the Week of October 26

Twitter Publishing and Storytelling

Twitter introduced its new publishing and storytelling tools that will help users turn content into compelling stories. Using a new Collections API, multiple tweets can be turned into a single story with a collection ID, and the story can be edited, updated, and published using any of the tools in Twitter’s ecosystem. Instead of manually managing tweets, Twitter has simplified the storytelling process, allowing users to organize several tweets via TweetDeck, Curator, Spredfast, and others. Additionally, the new Twitter for Websites display option offers users an engaging experience with images and videos that display edge-to-edge. Dealerships, look for ways to expand your Twitter presence by creating cohesive stories that will be compelling to consumers who are in-market and ready to explore what you have to offer. Embed great content your online users love and ensure you’re engaging with customers across platforms to reach the most potential shoppers.

Welcome, Twitter Polls

Twitter announced all users will soon be able to create polls, and with only a couple of taps, everyone will be able to share their opinions on topics that matter to them. If you’re looking to get insight or opinions, Twitter will be the place to turn. Expect to see polls on everything from sports calls to new product releases to feedback requests on new songs. With the ability to track replies, tally hashtag votes, and ask followers to favorite or Retweet votes, this will be a powerful and quick way to gain insights. Users can create their own 2-choice poll directly from the compose box, and polls will remain live for 24 hours. This is a great tool for dealerships looking to create extended online reach and engagement. Think of fun ways you can encourage consumer participation and create polls that will help you gain better insights when it comes to likes, dislikes, and what shoppers want to see in your dealership.

YouTube Red Arrives

YouTube recently announced the arrival of YouTube Red, a paid membership that allows users to enjoy accessing YouTube without advertisements. Dubbed “the ultimate YouTube experience,” YouTube Red not only allows users to skip the ads, it also lets them save videos to watch offline and play videos in the background. A relatively low price of $9.99 per month gives users a membership that extends across devices, anywhere they sign on to YouTube, and it includes the newly-launched Gaming app and the YouTube Music app, which will be released soon. U.S. users are invited to try YouTube Red for a free one-month trial. Remember YouTube still exists as it always did—so whether your consumers are paying or whether they’re viewing content for free, they can still find your dealership’s content and engage with you online. Continue to create relevant content that drives consumers toward your website, has strong calls to action, and shares quality insights, and you’ll continue to win with online shoppers.

Instagram Boomerang

Instagram introduced Boomerang, a new video app that lets users make everyday moments even more fun by transforming a quick pic into a funny video. By simply pressing a button, the app will take care of transforming user pics into videos. Boomerang takes photo bursts and puts them together into a video that plays both forward and backward, and to make it even easier for users, pics can be shot in either portrait or landscape. Automatically saved to the camera roll, users can then share on Instagram. Hyperlapse technology and looping videos let users experiment with motion to come up with fun, new creations. Boomerang from Instagram is now available for iOS and Android. Dealerships, imagine the fun you can have helping new buyers celebrate their purchases with this app. Or think of ways you can make your employees fun and relatable to consumers. Share funny dealership antics and even lighten up your lot walk-throughs. Get creative with new apps and really reach your consumers via social media to engage them with your brand!

Search FYI for Facebook

Facebook is adding Search FYI to make it easier for users to find out about subjects that matter to them. Now, not only can users search for people, they can also search for topics of interest, including world news, popular stories, and trending updates. Simply by typing in the search box, Facebook will offer personalized search suggestions and highlight things that are currently happening. Additionally, when using search, users will see the most recent public posts as well as posts from friends. To cut down the clutter, posts are organized, and users can pull-to-refresh to see the latest posts. Users can also search for public conversations, for example, links that get shared across Facebook by several users; this offers a way to quickly join that conversation. Updates are currently rolling out in English on iPhone, Android, and desktop. Dealerships can take advantage of this advanced search capability to do further research and see what online users are discussing when it comes to car shopping. Join in discussions and become part of the community to engage more consumers and share your expertise.

Tip of the Week—Know Your Audience, Know Your Message

As marketers, you probably spend a lot of time crafting the perfect messages for your audience. But in addition to getting the message right, it’s important to ensure you’re getting the message to the right people. In other words, you may be saying all the right things, but are you saying them to the right crowd? We’ve all heard “the right message at the right time to the right people,” but when we boil it down, what’s it mean in today’s market? If we were going to choose a Facebook relationship status, we could just say “It’s Complicated.” It’s not easy to know exactly who you’re talking to, what they want to hear, and how to deliver the message in a way that will resonate, but there are some things you can do to help you get started in the right direction. When you’re thinking about your messaging, keep the following in mind: Keep your underlying message the same, but vary the creative content. No one wants to see a thesis paper on Facebook, and Twitter is kept short for a reason. Instead, on the social platforms that demand short, concise content, get to the root of your brand message, and guide users to your website and other platforms for more indepth content.

• Know your audience. When it comes to doing your homework, it goes beyond age, race, and sex; instead you’re going to need to delve further into market behaviors in order to apply your best messaging and marketing techniques to engage consumers. Go beyond the surface research of basic demographics and create personas that offer revealing insights to help you connect with shoppers.
• Add visual content. According to Emarketer, Facebook posts that contained photos were responsible for 87% of all network interactions in 2014. Images get your viewers involved with your posts, making them want to interact and engage with your content. Consumers are on the go and in a hurry, so especially for mobile, images are key.
• Practice social listening. Plan on being present on social media and listening to what consumers are saying. Participate in conversations, observe interactions, and really pay attention to what matters to them. This will help you when it’s time to craft content specifically for your audience.
• Know your value. In order to know the value you offer, you also need to know the pain points of your consumer. This comes with research and legwork. Without a problem to solve, your solution will fall on deaf ears. Once you know the problem you’re solving, have a clear focus on the value you offer to the consumer group you are trying to reach. This will steer your content in the right direction and help you convey to consumers exactly how you are a great match for them.

With a planned approach, your content can deliver welcome messaging and work to educate and entertain your audience. It takes careful research and quite a bit of observation to deliver targeted content that will resonate with consumers, but when you put in the time and interact with potential shoppers, you’ll be able to create lasting relationships that will keep them looking for your content.

The image used in this post was provided by freedigitalphotos.net.

This Week in Social Media–News for the Week of October 26

Twitter Publishing and Storytelling

Twitter introduced its new publishing and storytelling tools that will help users turn content into compelling stories. Using a new Collections API, multiple tweets can be turned into a single story with a collection ID, and the story can be edited, updated, and published using any of the tools in Twitter’s ecosystem. Instead of manually managing tweets, Twitter has simplified the storytelling process, allowing users to organize several tweets via TweetDeck, Curator, Spredfast, and others. Additionally, the new Twitter for Websites display option offers users an engaging experience with images and videos that display edge-to-edge. Dealerships, look for ways to expand your Twitter presence by creating cohesive stories that will be compelling to consumers who are in-market and ready to explore what you have to offer. Embed great content your online users love and ensure you’re engaging with customers across platforms to reach the most potential shoppers.

Welcome, Twitter Polls

Twitter announced all users will soon be able to create polls, and with only a couple of taps, everyone will be able to share their opinions on topics that matter to them. If you’re looking to get insight or opinions, Twitter will be the place to turn. Expect to see polls on everything from sports calls to new product releases to feedback requests on new songs. With the ability to track replies, tally hashtag votes, and ask followers to favorite or Retweet votes, this will be a powerful and quick way to gain insights. Users can create their own 2-choice poll directly from the compose box, and polls will remain live for 24 hours. This is a great tool for dealerships looking to create extended online reach and engagement. Think of fun ways you can encourage consumer participation and create polls that will help you gain better insights when it comes to likes, dislikes, and what shoppers want to see in your dealership.

YouTube Red Arrives

YouTube recently announced the arrival of YouTube Red, a paid membership that allows users to enjoy accessing YouTube without advertisements. Dubbed “the ultimate YouTube experience,” YouTube Red not only allows users to skip the ads, it also lets them save videos to watch offline and play videos in the background. A relatively low price of $9.99 per month gives users a membership that extends across devices, anywhere they sign on to YouTube, and it includes the newly-launched Gaming app and the YouTube Music app, which will be released soon. U.S. users are invited to try YouTube Red for a free one-month trial. Remember YouTube still exists as it always did—so whether your consumers are paying or whether they’re viewing content for free, they can still find your dealership’s content and engage with you online. Continue to create relevant content that drives consumers toward your website, has strong calls to action, and shares quality insights, and you’ll continue to win with online shoppers.

Instagram Boomerang

Instagram introduced Boomerang, a new video app that lets users make everyday moments even more fun by transforming a quick pic into a funny video. By simply pressing a button, the app will take care of transforming user pics into videos. Boomerang takes photo bursts and puts them together into a video that plays both forward and backward, and to make it even easier for users, pics can be shot in either portrait or landscape. Automatically saved to the camera roll, users can then share on Instagram. Hyperlapse technology and looping videos let users experiment with motion to come up with fun, new creations. Boomerang from Instagram is now available for iOS and Android. Dealerships, imagine the fun you can have helping new buyers celebrate their purchases with this app. Or think of ways you can make your employees fun and relatable to consumers. Share funny dealership antics and even lighten up your lot walk-throughs. Get creative with new apps and really reach your consumers via social media to engage them with your brand!

Search FYI for Facebook

Facebook is adding Search FYI to make it easier for users to find out about subjects that matter to them. Now, not only can users search for people, they can also search for topics of interest, including world news, popular stories, and trending updates. Simply by typing in the search box, Facebook will offer personalized search suggestions and highlight things that are currently happening. Additionally, when using search, users will see the most recent public posts as well as posts from friends. To cut down the clutter, posts are organized, and users can pull-to-refresh to see the latest posts. Users can also search for public conversations, for example, links that get shared across Facebook by several users; this offers a way to quickly join that conversation. Updates are currently rolling out in English on iPhone, Android, and desktop. Dealerships can take advantage of this advanced search capability to do further research and see what online users are discussing when it comes to car shopping. Join in discussions and become part of the community to engage more consumers and share your expertise.

Tip of the Week—Know Your Audience, Know Your Message

As marketers, you probably spend a lot of time crafting the perfect messages for your audience. But in addition to getting the message right, it’s important to ensure you’re getting the message to the right people. In other words, you may be saying all the right things, but are you saying them to the right crowd? We’ve all heard “the right message at the right time to the right people,” but when we boil it down, what’s it mean in today’s market? If we were going to choose a Facebook relationship status, we could just say “It’s Complicated.” It’s not easy to know exactly who you’re talking to, what they want to hear, and how to deliver the message in a way that will resonate, but there are some things you can do to help you get started in the right direction. When you’re thinking about your messaging, keep the following in mind: Keep your underlying message the same, but vary the creative content. No one wants to see a thesis paper on Facebook, and Twitter is kept short for a reason. Instead, on the social platforms that demand short, concise content, get to the root of your brand message, and guide users to your website and other platforms for more indepth content.

• Know your audience. When it comes to doing your homework, it goes beyond age, race, and sex; instead you’re going to need to delve further into market behaviors in order to apply your best messaging and marketing techniques to engage consumers. Go beyond the surface research of basic demographics and create personas that offer revealing insights to help you connect with shoppers.
• Add visual content. According to Emarketer, Facebook posts that contained photos were responsible for 87% of all network interactions in 2014. Images get your viewers involved with your posts, making them want to interact and engage with your content. Consumers are on the go and in a hurry, so especially for mobile, images are key.
• Practice social listening. Plan on being present on social media and listening to what consumers are saying. Participate in conversations, observe interactions, and really pay attention to what matters to them. This will help you when it’s time to craft content specifically for your audience.
• Know your value. In order to know the value you offer, you also need to know the pain points of your consumer. This comes with research and legwork. Without a problem to solve, your solution will fall on deaf ears. Once you know the problem you’re solving, have a clear focus on the value you offer to the consumer group you are trying to reach. This will steer your content in the right direction and help you convey to consumers exactly how you are a great match for them.

With a planned approach, your content can deliver welcome messaging and work to educate and entertain your audience. It takes careful research and quite a bit of observation to deliver targeted content that will resonate with consumers, but when you put in the time and interact with potential shoppers, you’ll be able to create lasting relationships that will keep them looking for your content.

The image used in this post was provided by freedigitalphotos.net.

Quick Social Selling Hacks for Automotive: Twitter and LinkedIn

Leveraging social media for sales is no longer an option. Facebook is the go-to channel for dealerships these days, but Twitter and LinkedIn are invaluable resources for sales professionals willing to put in a little time and effort. The greatest resource sales professionals in any market can have is a vast network of supportive, and mutually beneficial professional partnerships. Social selling strategies will help you develop that resource. Still not convinced? Here’s a few numbers to inspire you:

• 79% of sales people that use social media outsell their peers.
• 53% of buyers said they peer recommendations before they make a purchase.
• 65% of buyers feel the vendors content had an impact on their final purchase decision.

If you’re convinced social selling is important, but you just aren’t sure how to begin…I’m here to help! Social selling works because it is customer centric. The majority of the marketing your dealership does will always be very product centric. There is an over-abundance of information about your product online. Customers do an average of 16 hours of online research before they purchase a vehicle, and this research will largely be product-focused. Approaching customers with more of the same information without a relationship, isn’t likely to result is more sales.

Capturing today’s customer, automotive or otherwise, requires something different. Successful salespeople become experts at effectively connecting a customer’s wants, needs and desires to their product and brand. They understand the power of cultivating relationships with potential customers through asking questions, listening, and looking deeper to discover how the product they offer intersects with customer’s stories in a meaningful way. The bottom line: Social selling offers you the opportunity be the human face to your brand.*

Sales guru, Zig Ziglar once said, “You will get all you want in life, if you help enough other people get what they want.” I think adopting that philosophy as your guide for all content marketing and social media interactions will not only result in effective online engagement, but will help social selling become a personally gratifying experience as well.

Before we talk strategy, let me share my top 3 tips for successful social engagement:

1. Think like a customer. Automotive dealerships, along with other B2C businesses are discovering the need for customer centric rather than product centric sales strategies. It is no longer enough to have the best product if you aren’t able to create an experience or tell a story your customer wants to take part.
2. Engage as much as you post. Find others who are successfully capturing an audience and do what they do. Chances are pretty good they are not only posting regularly, but they are tagging others’ in posts, sharing and replying to others’ posts, and more. Comment and thank posters who help you in some way. What you give will come back to you.
3. Be a champion of your community. If your dealership is involved in supporting local charities or giving back to the community in some way, share it! Then, seek out others who support similar causes. Follow them and help spread the word about their efforts, then ask for their help the next time your dealership is having an event for the same cause. If your dealership has yet to discover the power of giving back, take matters into your own hands.

Twitter and LinkedIn: Social Selling Power Tools

Twitter

Twitter is an information powerhouse. I have said more than once that I have learned more from Twitter than I learned in college. Twitter indirectly provides you with the opportunity to be mentored by the best in every business, and it offers you the opportunity to connect with a large pool of potential buyers. A recent partner study by Twitter and Datalogix revealed:

• Households with Twitter users were 2 times as likely to purchase a new car as the average U.S. household.
• Auto brand Twitter followers were nearly 3 times as likely to purchase a new car.

Make sure to link to your dealership in your profile and use industry relevant hashtags, but after that, avoid more than the occasional sales post. Instead, position yourself as a resource. Discover the hashtags and accounts car shoppers follow and show up. Answer questions twitter users ask about the car buying process, makes and models or any other area of expertise without looking for anything in return. A small investment of your time being of service to someone will make a lasting impression.

Twitter Social Selling Strategy Starters

• Twitter Bio Tips-You in 160 Characters – Create an engaging Twitter bio with these stellar tips.
• Twitter for People Who Still Don’t Get Twitter – Invaluable tutorials for Twitter newbies.
• Sales for Life Blog Post – Check out this great post and do what it says.
• Twitter Analytics Tools to Improve Engagement – Discover tools to understand how Twitter works and reach your audience more effectively.

LinkedIn

As of July 2015 LinkedIn had more than 380 million users. Sales professionals who want to be successful need to learn to leverage the power of LinkedIn. Most sales professionals can immediately see the value of LinkedIn for B2B markets, but let’s take a look at how a robust LinkedIn presence, both for your personal brand and your dealership, has the potential to grow B2C marketshare as well.

• 84% of LinkedIn members will engage with a salesperson when they are connected through a friend or colleague and offer value (InsideView)
• LinkedIn members are more than 2x more likely to trust information provided on LinkedIn than other social networks for decision-making. [LinkedIn Study]
• 65% of consumers do not find it creepy to receive a LinkedIn message from a salesperson with whom they have connections in common. (Hubspot)

LinkedIn Social Selling Strategy Starters

How to Build the Perfect LinkedIn Profile for Social Selling – Animated infographic with excellent information from the folks at Sales for Life.

How to Use Your LinkedIn Feed to Create Real Time Conversations – Good news: Twitter hasn’t cornered the market on real-time interaction.

Staying Out of LinkedIn Jail – Avoid sales tactics that get you blocked or banned on LinkedIn by searching this article title. 

The resources linked will help you with social selling on Twitter and LinkedIn whether you’re just getting started or have been building your network for a long time. Start paying it forward online, and prepare to reap the rewards.

The image used in this post was provided by freedigitalphotos.net.

*Article credit to Kristin Huntley*

Quick Social Selling Hacks for Automotive: Twitter and LinkedIn

Leveraging social media for sales is no longer an option. Facebook is the go-to channel for dealerships these days, but Twitter and LinkedIn are invaluable resources for sales professionals willing to put in a little time and effort. The greatest resource sales professionals in any market can have is a vast network of supportive, and mutually beneficial professional partnerships. Social selling strategies will help you develop that resource. Still not convinced? Here’s a few numbers to inspire you:

• 79% of sales people that use social media outsell their peers.
• 53% of buyers said they peer recommendations before they make a purchase.
• 65% of buyers feel the vendors content had an impact on their final purchase decision.

If you’re convinced social selling is important, but you just aren’t sure how to begin…I’m here to help! Social selling works because it is customer centric. The majority of the marketing your dealership does will always be very product centric. There is an over-abundance of information about your product online. Customers do an average of 16 hours of online research before they purchase a vehicle, and this research will largely be product-focused. Approaching customers with more of the same information without a relationship, isn’t likely to result is more sales.

Capturing today’s customer, automotive or otherwise, requires something different. Successful salespeople become experts at effectively connecting a customer’s wants, needs and desires to their product and brand. They understand the power of cultivating relationships with potential customers through asking questions, listening, and looking deeper to discover how the product they offer intersects with customer’s stories in a meaningful way. The bottom line: Social selling offers you the opportunity be the human face to your brand.*

Sales guru, Zig Ziglar once said, “You will get all you want in life, if you help enough other people get what they want.” I think adopting that philosophy as your guide for all content marketing and social media interactions will not only result in effective online engagement, but will help social selling become a personally gratifying experience as well.

Before we talk strategy, let me share my top 3 tips for successful social engagement:

1. Think like a customer. Automotive dealerships, along with other B2C businesses are discovering the need for customer centric rather than product centric sales strategies. It is no longer enough to have the best product if you aren’t able to create an experience or tell a story your customer wants to take part.
2. Engage as much as you post. Find others who are successfully capturing an audience and do what they do. Chances are pretty good they are not only posting regularly, but they are tagging others’ in posts, sharing and replying to others’ posts, and more. Comment and thank posters who help you in some way. What you give will come back to you.
3. Be a champion of your community. If your dealership is involved in supporting local charities or giving back to the community in some way, share it! Then, seek out others who support similar causes. Follow them and help spread the word about their efforts, then ask for their help the next time your dealership is having an event for the same cause. If your dealership has yet to discover the power of giving back, take matters into your own hands.

Twitter and LinkedIn: Social Selling Power Tools

Twitter

Twitter is an information powerhouse. I have said more than once that I have learned more from Twitter than I learned in college. Twitter indirectly provides you with the opportunity to be mentored by the best in every business, and it offers you the opportunity to connect with a large pool of potential buyers. A recent partner study by Twitter and Datalogix revealed:

• Households with Twitter users were 2 times as likely to purchase a new car as the average U.S. household.
• Auto brand Twitter followers were nearly 3 times as likely to purchase a new car.

Make sure to link to your dealership in your profile and use industry relevant hashtags, but after that, avoid more than the occasional sales post. Instead, position yourself as a resource. Discover the hashtags and accounts car shoppers follow and show up. Answer questions twitter users ask about the car buying process, makes and models or any other area of expertise without looking for anything in return. A small investment of your time being of service to someone will make a lasting impression.

Twitter Social Selling Strategy Starters

• Twitter Bio Tips-You in 160 Characters – Create an engaging Twitter bio with these stellar tips.
• Twitter for People Who Still Don’t Get Twitter – Invaluable tutorials for Twitter newbies.
• Sales for Life Blog Post – Check out this great post and do what it says.
• Twitter Analytics Tools to Improve Engagement – Discover tools to understand how Twitter works and reach your audience more effectively.

LinkedIn

As of July 2015 LinkedIn had more than 380 million users. Sales professionals who want to be successful need to learn to leverage the power of LinkedIn. Most sales professionals can immediately see the value of LinkedIn for B2B markets, but let’s take a look at how a robust LinkedIn presence, both for your personal brand and your dealership, has the potential to grow B2C marketshare as well.

• 84% of LinkedIn members will engage with a salesperson when they are connected through a friend or colleague and offer value (InsideView)
• LinkedIn members are more than 2x more likely to trust information provided on LinkedIn than other social networks for decision-making. [LinkedIn Study]
• 65% of consumers do not find it creepy to receive a LinkedIn message from a salesperson with whom they have connections in common. (Hubspot)

LinkedIn Social Selling Strategy Starters

How to Build the Perfect LinkedIn Profile for Social Selling – Animated infographic with excellent information from the folks at Sales for Life.

How to Use Your LinkedIn Feed to Create Real Time Conversations – Good news: Twitter hasn’t cornered the market on real-time interaction.

Staying Out of LinkedIn Jail – Avoid sales tactics that get you blocked or banned on LinkedIn by searching this article title. 

The resources linked will help you with social selling on Twitter and LinkedIn whether you’re just getting started or have been building your network for a long time. Start paying it forward online, and prepare to reap the rewards.

The image used in this post was provided by freedigitalphotos.net.

*Article credit to Kristin Huntley*

Changing the Way Your Dealership Markets to Women

While studies show women are the fastest growing consumer group, there’s still a disconnect between the number of women purchasing in the automotive industry versus the number of women working in the industry. Not only does this have an impact on marketing style, but it also has an effect on the overall success of your dealership when it comes to sales and service. The following stats help give a clearer picture of women in the automotive industry:

• Only 25.4% of the positions in the Motor Vehicles and Motor Vehicles Equipment Manufacturing industry were held by women as of 2013.
• 1.4% of automotive body and related repairers and 1.8% of automotive service technicians and mechanics are women.
• Ford employs around 2,100 female engineers compared to nearly 11,100 male engineers. This number is, however, double the employment of female engineers in 1990, but the employment rate of male engineers has also increased by 21%.

Aside from equality and creating an automotive industry that accepts and targets both men and women as professionals and workers, there are several reasons marketing to women and including working women in the automotive industry is a necessity and an advantage:

• CNW Marketing Research found that 47.3% of women car shoppers prefer women dealers.
• In 2010, women made up 44.1% of primary vehicle buyers, and the number only continues to increase; now, women buy 68% of all new vehicles. That’s almost a 24% increase in less than five years.
• Women are estimated to influence up to 85% of all vehicle purchases.
• Women spend approximately $300 billion yearly on vehicles and accessories.
• As of 2012, the amount of women who have driver’s licenses outnumbered men.
• Studies show that three quarters of women feel misunderstood by carmakers.
• Women are the fastest growing consumer group.

The stats alone are enough to show us how and why women are important to the automotive industry. It’s clear women aren’t the ones who should be pitching themselves to dealerships; rather, dealerships seeking to gain an advantage in the current marketplace should look for opportunities and new ways to market to women.

How Can We Make Marketing in the Automotive Industry All-Inclusive?

According to a study by Lifetime TV and the Insight Group, in the top 100 advertising agencies, 90% of creative directors are men, the majority of which work on automotive accounts, creating a Mad Men-esque market. It’s time the market outreach to female consumers and women involved in the automotive industry change.

Say goodbye to the soccer mom. As CEO of Girlpower Marketing Linda Sanders points out, examples like Chevrolet’s “I Love the Rain” ad shows a woman prepping to drive a group of children on a rainy day. There’s no focus on any other role as a woman except mother and chauffer of children. Instead of focusing on the traditional 1960s role typically reserved for women, auto makers would do well to focus on other attributes a vehicle may have that appeal to women—technology, safety features, space, environmental friendliness, or ease and accessibility.

Sell cars to women instead of using women to sell cars. Noting that women purchase 68% of all new vehicles and influence up to 85% of all vehicle purchases, using women to sell vehicles in the traditional manner is old school. Brainstorm new ways to advertise and appeal to men and women instead of playing the sex appeal card.

Note what women value in a vehicle. Appealing and marketing to different genders requires researching what each gender prefers and looks for when purchasing a vehicle. A survey done in 2013 using 50,000 new car buyers put fuel economy at the top of women’s lists of most desired features.

Reinvent the sales experience. 50% of women are dissatisfied with the car they buy, and much of this dissatisfaction has to do with the idea that women dislike the sales experience. Create an open dialogue about vehicles. If a woman is part of the car buying experience with a male—her husband, family, friend, etc.—acknowledge and include her in the car buying experience. Many women are frustrated with dealers who are dismissive or focus their attention primarily on the male during the sales and purchasing process. 77% of women also feel as if they need to bring a male with them during their car buying process, and women generally end up paying about $500 more per car than men. As a dealership, it’s important to reinvent communication and address these issues.

Women make up a large portion of vehicle purchases, and it’s important dealerships take that into account and market to them equally and correctly without using outdated or demeaning tactics. The amount of women in the automotive industry and women who are automotive consumers is rapidly and continuously increasing. It’s important to focus on women’s up and coming role in the automotive industry, both professionally and as consumers, when creating your dealership’s marketing strategies and content mapping.

The day will come when men will recognize woman as his peer, not only at the fireside, but in councils of the nation. Then, and not until then, will there be the perfect comradeship, the ideal union between the sexes that shall result in the highest development of the race. –Susan B. Anthony

 

The image used in this post was provided by freedigitalphotos.net.

Changing the Way Your Dealership Markets to Women

While studies show women are the fastest growing consumer group, there’s still a disconnect between the number of women purchasing in the automotive industry versus the number of women working in the industry. Not only does this have an impact on marketing style, but it also has an effect on the overall success of your dealership when it comes to sales and service. The following stats help give a clearer picture of women in the automotive industry:

• Only 25.4% of the positions in the Motor Vehicles and Motor Vehicles Equipment Manufacturing industry were held by women as of 2013.
• 1.4% of automotive body and related repairers and 1.8% of automotive service technicians and mechanics are women.
• Ford employs around 2,100 female engineers compared to nearly 11,100 male engineers. This number is, however, double the employment of female engineers in 1990, but the employment rate of male engineers has also increased by 21%.

Aside from equality and creating an automotive industry that accepts and targets both men and women as professionals and workers, there are several reasons marketing to women and including working women in the automotive industry is a necessity and an advantage:

• CNW Marketing Research found that 47.3% of women car shoppers prefer women dealers.
• In 2010, women made up 44.1% of primary vehicle buyers, and the number only continues to increase; now, women buy 68% of all new vehicles. That’s almost a 24% increase in less than five years.
• Women are estimated to influence up to 85% of all vehicle purchases.
• Women spend approximately $300 billion yearly on vehicles and accessories.
• As of 2012, the amount of women who have driver’s licenses outnumbered men.
• Studies show that three quarters of women feel misunderstood by carmakers.
• Women are the fastest growing consumer group.

The stats alone are enough to show us how and why women are important to the automotive industry. It’s clear women aren’t the ones who should be pitching themselves to dealerships; rather, dealerships seeking to gain an advantage in the current marketplace should look for opportunities and new ways to market to women.

How Can We Make Marketing in the Automotive Industry All-Inclusive?

According to a study by Lifetime TV and the Insight Group, in the top 100 advertising agencies, 90% of creative directors are men, the majority of which work on automotive accounts, creating a Mad Men-esque market. It’s time the market outreach to female consumers and women involved in the automotive industry change.

Say goodbye to the soccer mom. As CEO of Girlpower Marketing Linda Sanders points out, examples like Chevrolet’s “I Love the Rain” ad shows a woman prepping to drive a group of children on a rainy day. There’s no focus on any other role as a woman except mother and chauffer of children. Instead of focusing on the traditional 1960s role typically reserved for women, auto makers would do well to focus on other attributes a vehicle may have that appeal to women—technology, safety features, space, environmental friendliness, or ease and accessibility.

Sell cars to women instead of using women to sell cars. Noting that women purchase 68% of all new vehicles and influence up to 85% of all vehicle purchases, using women to sell vehicles in the traditional manner is old school. Brainstorm new ways to advertise and appeal to men and women instead of playing the sex appeal card.

Note what women value in a vehicle. Appealing and marketing to different genders requires researching what each gender prefers and looks for when purchasing a vehicle. A survey done in 2013 using 50,000 new car buyers put fuel economy at the top of women’s lists of most desired features.

Reinvent the sales experience. 50% of women are dissatisfied with the car they buy, and much of this dissatisfaction has to do with the idea that women dislike the sales experience. Create an open dialogue about vehicles. If a woman is part of the car buying experience with a male—her husband, family, friend, etc.—acknowledge and include her in the car buying experience. Many women are frustrated with dealers who are dismissive or focus their attention primarily on the male during the sales and purchasing process. 77% of women also feel as if they need to bring a male with them during their car buying process, and women generally end up paying about $500 more per car than men. As a dealership, it’s important to reinvent communication and address these issues.

Women make up a large portion of vehicle purchases, and it’s important dealerships take that into account and market to them equally and correctly without using outdated or demeaning tactics. The amount of women in the automotive industry and women who are automotive consumers is rapidly and continuously increasing. It’s important to focus on women’s up and coming role in the automotive industry, both professionally and as consumers, when creating your dealership’s marketing strategies and content mapping.

The day will come when men will recognize woman as his peer, not only at the fireside, but in councils of the nation. Then, and not until then, will there be the perfect comradeship, the ideal union between the sexes that shall result in the highest development of the race. –Susan B. Anthony

 

The image used in this post was provided by freedigitalphotos.net.

News for the Week of October 19

Pinterest Improves Place Pins

Pinterest announced it’s now even easier for users to locate their favorite spots on a map using Pins. New location information will now be added automatically to Pins, which means that nearly 7 billion pins will now have useful details along with them like phone numbers, addresses, and store hours. Along with this update come some additional extras including map previews and nearby places of interest. Currently available on iPhone and iPad, these updates will also be coming soon to Android. Dealerships using Pinterest to share updates with consumers can now ensure they are easily found, and shoppers can find things like showroom hours and their exact map location simply by tapping.

Facebook Sells Via Canvas

Facebook is testing Canvas, a new ad experience that will enable businesses to build their brands and drive sales directly from the News Feed. With Canvas, users will see quick-loading ads that offer a full-screen experience, offering the capability of browsing a number of products before going to a retailer’s website to purchase. For mobile users, a “Buy” button will make purchasing even easier, and users on desktop can click on “Buy” directly in their News Feed without leaving Facebook. Facebook-savvy dealerships will want to keep an eye on Canvas and consider ways you can streamline the ways you reach your customers. Consider ways to make your brand experience seamless and easy with the newest tools that are becoming available.

New LinkedIn Groups Experience

LinkedIn recently announced an updated and enhanced Groups experience, which offers a more valuable experience for users. The updates include higher quality conversations that allow users to add photos and mention other group members, less spam and promotional content, a new iOS app that offer anytime-anywhere access, conversations that are only visible to group members, simplified navigation that makes starting and joining conversations easier, and group suggestions based on your personal profile. The newly updated LinkedIn conversation space has been tailored with professional users in mind and offers plenty of upgrades to make just about everyone happy. Dealerships should plan on spending more time interacting with and starting conversations on LinkedIn as thought leaders in their industry. By creating a space in the professional automotive community, there is plenty of room for growth and engagement.

Upload Videos to Twitter from the Web

Users can now upload videos to Twitter via the web when using their apps for iPhone and Android OS 4.1 and higher. Capabilities include recording, editing, and sharing; and if using the iPhone or iPad app, users are able to import videos from their devices. Just as with viewing photos, only approved followers are able to view user videos, and video posters can delete their videos the same way they delete photos. For dealerships already doing short lot walk-throughs and videos to promote events, get ready to promote your brand by uploading your videos to Twitter to gain an even greater reach.

Facebook Video Updates

Not to be left out of the video update frenzy, Facebook is jumping on the bandwagon by testing its own enhancements to help publishers with flexibility and control when it comes to their online videos. Video watchers can look forward to features like suggested videos which make it easy to discover new content and floating videos which allow users to watch videos while simultaneously doing other tasks on Facebook. Additionally, users can mark videos as “Saved” and return to them at a later time that may be more convenient for viewing. Finally, Facebook is testing a dedicated space that will be solely for users who want to watch videos, which can be accessed by tapping the “Videos” icon on the screen. Publishers can also look forward to updates like new tools for Pages, which include updates to Page insights and video upload improvements. Dealerships should continue to watch for updates and enhancements to Facebook video in the future, as users continue to lean toward video as a primary mode of discovery. Consider new ways of communicating with consumers, like quick interviews or Q&As with techs, finance managers, or used car specialists as a means of connecting with shoppers.

Instagram for Business

Instagram recently introduced Instagram for Business, a way for business professionals around the globe to connect and inspire others. With the worldwide launch of Instagram ads, more businesses will be using Instagram to tell their stories, and it’s fitting to highlight a variety of successes. Focusing on three categories throughout the worldwide business community—brands, small businesses, and creative agencies—Instagram will showcase behind-the-scenes work, tips, and news. They kicked their new blog off by highlighting Ben & Jerry’s and will continue to share the secrets of success to brand leaders across the globe. Because of the importance of storytelling and resonating with today’s consumers, dealerships should pay particular attention to the businesses selected for these highlights. Consider boosting your Instagram presence and sharing fun images that resonate with your consumers.

Tip of the Week—Up Your Game in the Amenities Department to Increase Consumer Satisfaction

Whether it’s online or on the lot, consumers like to feel special, and it’s your job to make that happen. From manicures to hot meals, dealerships around the country are raising the bar when it comes to customer comfort. While you may not be making the leap to offering manicures just yet, there are several ways you can make your customers comfortable while they wait—and they don’t all involve investing a lot of money. Consider some things you can do—both right now and in the long term—to enhance customer satisfaction and ensure shoppers make your dealership their top choice:

Is your waiting area comfortable? Ensure you have plenty of comfortable seating and make sure you have allowed as much space as possible in preparation for your busiest days. Consider offering a variety of seating, like sofas and chairs for families and work tables for professionals who may want to get down to business. Sometimes waiting is inevitable, but no one likes to feel cramped or uncomfortable.

Do you offer refreshments? Forget about stale coffee in a pot. Many dealerships have upgraded to inexpensive ways to for customers to get steaming cups of fresh coffee. Consider investing in a choose-your-own-flavor coffee brewer as a perk for customers. And don’t forget the water and inexpensive snacks; the minimal expense is well worth it in order to keep customers happy and comfortable.

Is there a place for kids? Many dealerships have an area for children to play so parents don’t have to add to their stress level while waiting. If you don’t have a lot of extra space, consider a few tubs of building blocks, coloring books, or other inexpensive toys to help pass the time. Be sure to have a separate waiting area for children and working professionals so everyone can relax and wait in their own way.

How’s your wifi? Most of your customers will find being connected one of the most important amenities you can offer. Be sure to offer wifi and let customers know the login so they can easily connect while they wait.

Have you upgraded your screens? Investing in new TVs and ensuring you have plenty of options for channel surfing can work wonders for customers who are waiting. If you can offer a variety of feeds, you’ll be able to keep business people happy and still keep cartoons running to entertain the kids.

You customers will notice every extra effort you put in to add to their comfort while in the dealership—and your efforts won’t go unrewarded. Not only will happy customers be more likely to return to your dealership, but they’ll also be more likely to share their experiences with friends and acquaintances, boosting your dealership’s reach throughout the community.

The image used in this post was provided by freedigitalphotos.net.

News for the Week of October 19

Pinterest Improves Place Pins

Pinterest announced it’s now even easier for users to locate their favorite spots on a map using Pins. New location information will now be added automatically to Pins, which means that nearly 7 billion pins will now have useful details along with them like phone numbers, addresses, and store hours. Along with this update come some additional extras including map previews and nearby places of interest. Currently available on iPhone and iPad, these updates will also be coming soon to Android. Dealerships using Pinterest to share updates with consumers can now ensure they are easily found, and shoppers can find things like showroom hours and their exact map location simply by tapping.

Facebook Sells Via Canvas

Facebook is testing Canvas, a new ad experience that will enable businesses to build their brands and drive sales directly from the News Feed. With Canvas, users will see quick-loading ads that offer a full-screen experience, offering the capability of browsing a number of products before going to a retailer’s website to purchase. For mobile users, a “Buy” button will make purchasing even easier, and users on desktop can click on “Buy” directly in their News Feed without leaving Facebook. Facebook-savvy dealerships will want to keep an eye on Canvas and consider ways you can streamline the ways you reach your customers. Consider ways to make your brand experience seamless and easy with the newest tools that are becoming available.

New LinkedIn Groups Experience

LinkedIn recently announced an updated and enhanced Groups experience, which offers a more valuable experience for users. The updates include higher quality conversations that allow users to add photos and mention other group members, less spam and promotional content, a new iOS app that offer anytime-anywhere access, conversations that are only visible to group members, simplified navigation that makes starting and joining conversations easier, and group suggestions based on your personal profile. The newly updated LinkedIn conversation space has been tailored with professional users in mind and offers plenty of upgrades to make just about everyone happy. Dealerships should plan on spending more time interacting with and starting conversations on LinkedIn as thought leaders in their industry. By creating a space in the professional automotive community, there is plenty of room for growth and engagement.

Upload Videos to Twitter from the Web

Users can now upload videos to Twitter via the web when using their apps for iPhone and Android OS 4.1 and higher. Capabilities include recording, editing, and sharing; and if using the iPhone or iPad app, users are able to import videos from their devices. Just as with viewing photos, only approved followers are able to view user videos, and video posters can delete their videos the same way they delete photos. For dealerships already doing short lot walk-throughs and videos to promote events, get ready to promote your brand by uploading your videos to Twitter to gain an even greater reach.

Facebook Video Updates

Not to be left out of the video update frenzy, Facebook is jumping on the bandwagon by testing its own enhancements to help publishers with flexibility and control when it comes to their online videos. Video watchers can look forward to features like suggested videos which make it easy to discover new content and floating videos which allow users to watch videos while simultaneously doing other tasks on Facebook. Additionally, users can mark videos as “Saved” and return to them at a later time that may be more convenient for viewing. Finally, Facebook is testing a dedicated space that will be solely for users who want to watch videos, which can be accessed by tapping the “Videos” icon on the screen. Publishers can also look forward to updates like new tools for Pages, which include updates to Page insights and video upload improvements. Dealerships should continue to watch for updates and enhancements to Facebook video in the future, as users continue to lean toward video as a primary mode of discovery. Consider new ways of communicating with consumers, like quick interviews or Q&As with techs, finance managers, or used car specialists as a means of connecting with shoppers.

Instagram for Business

Instagram recently introduced Instagram for Business, a way for business professionals around the globe to connect and inspire others. With the worldwide launch of Instagram ads, more businesses will be using Instagram to tell their stories, and it’s fitting to highlight a variety of successes. Focusing on three categories throughout the worldwide business community—brands, small businesses, and creative agencies—Instagram will showcase behind-the-scenes work, tips, and news. They kicked their new blog off by highlighting Ben & Jerry’s and will continue to share the secrets of success to brand leaders across the globe. Because of the importance of storytelling and resonating with today’s consumers, dealerships should pay particular attention to the businesses selected for these highlights. Consider boosting your Instagram presence and sharing fun images that resonate with your consumers.

Tip of the Week—Up Your Game in the Amenities Department to Increase Consumer Satisfaction

Whether it’s online or on the lot, consumers like to feel special, and it’s your job to make that happen. From manicures to hot meals, dealerships around the country are raising the bar when it comes to customer comfort. While you may not be making the leap to offering manicures just yet, there are several ways you can make your customers comfortable while they wait—and they don’t all involve investing a lot of money. Consider some things you can do—both right now and in the long term—to enhance customer satisfaction and ensure shoppers make your dealership their top choice:

Is your waiting area comfortable? Ensure you have plenty of comfortable seating and make sure you have allowed as much space as possible in preparation for your busiest days. Consider offering a variety of seating, like sofas and chairs for families and work tables for professionals who may want to get down to business. Sometimes waiting is inevitable, but no one likes to feel cramped or uncomfortable.

Do you offer refreshments? Forget about stale coffee in a pot. Many dealerships have upgraded to inexpensive ways to for customers to get steaming cups of fresh coffee. Consider investing in a choose-your-own-flavor coffee brewer as a perk for customers. And don’t forget the water and inexpensive snacks; the minimal expense is well worth it in order to keep customers happy and comfortable.

Is there a place for kids? Many dealerships have an area for children to play so parents don’t have to add to their stress level while waiting. If you don’t have a lot of extra space, consider a few tubs of building blocks, coloring books, or other inexpensive toys to help pass the time. Be sure to have a separate waiting area for children and working professionals so everyone can relax and wait in their own way.

How’s your wifi? Most of your customers will find being connected one of the most important amenities you can offer. Be sure to offer wifi and let customers know the login so they can easily connect while they wait.

Have you upgraded your screens? Investing in new TVs and ensuring you have plenty of options for channel surfing can work wonders for customers who are waiting. If you can offer a variety of feeds, you’ll be able to keep business people happy and still keep cartoons running to entertain the kids.

You customers will notice every extra effort you put in to add to their comfort while in the dealership—and your efforts won’t go unrewarded. Not only will happy customers be more likely to return to your dealership, but they’ll also be more likely to share their experiences with friends and acquaintances, boosting your dealership’s reach throughout the community.

The image used in this post was provided by freedigitalphotos.net.

Communication and engagement go together like biscuits and gravy, like macaroni and cheese, like bacon and eggs. Most of the time, it’s pretty hard to have one without the other. (Who wants a dry biscuit anyway?) Now that everyone is hungry, it’s time to take a look at the many ways communication is at work in your dealership and how you can use it to boost employee engagement, in turn, boosting performance, improving profitability, and increasing customer loyalty.

“All that from communication?” you may ask. The answer is yes, and here’s why.

Communication Is Contagious

Communication is not only a skill; it’s an art form. It is something that requires practice and coaching, but when it is done effectively throughout an organization, its impact can create a contagious culture of trust, loyalty, and positivity. Great communication serves as a catalyst to employee engagement because of its ability to unify and connect everyone, as well as keep everyone on the same page and working toward similar goals. In a nutshell, communication is powerful stuff.

Once you get everyone moving in the same direction with communication, you’ll start to see all-around improvements in your dealership environment. If your business could use a boost in engagement and a cultural makeover, take a peek at some of the great ways you can work to improve your internal communication:

• Define communication. If everyone on your staff were asked to give their ideas regarding the concept of successful communication, you would end up with enough different ideas to fill a shopping cart. That’s why it’s important to start by defining what communication means to you and everyone in your dealership before moving forward and implementing a new plan. Does communication mean open and transparent conversation between all staff members? Between every department? Does it mean emailing responses within a specific time frame? If you have parameters you’d like to set to help every employee achieve greater success, it’s a good idea to share those up front.
• Begin at the top. Start by defining high-level dealership goals and ideals so employees have a marker they can use to gauge their levels of success when it comes to communicating and interacting within their changing culture. By outlining the overall business expectations first, you’ll be setting up a framework for the tone of all employee communication. If employees understand the dealership’s goals for communication, it will be easier for them to understand how to implement communication strategies for specific departments and between individuals.
• Set an example. Employees will gain confidence and be more willing to exercise their growing communication skills when they see you and other dealership leaders demonstrating great communication in action. Since communication is a skill that requires practice, individuals will be likely to join in and participate in the changes happening throughout the dealership when you provide a solid example for them to follow. Your communication style is something employees can look to when the time comes for them to initiate their own professional interactions.
• Encourage interaction. Once you’ve introduced an improved communication style for your dealership, follow through by encouraging increased interaction between all employees. Employees who are able to comfortably interact with each other will be able to de-escalate conflicts in the workplace and work through day-to-day issues more effectively. This is also a skill that requires practice, so when employees come to you with disagreements or issues that need to be solved, encourage them to work together as supportive team members to find a workable solution that benefits the dealership. Your guidance as employees master this skill will help reassure them they are, indeed, strong communicators.
• Plan your content. Much like the content you plan for your online platforms, you should focus on delivering information to your employees in relevant and compelling ways. Every time you deliver information, take a look at your audience and plan your content so it has the desired effect when it is delivered. Be sure you clearly present the goals of your content when you communicate to employees—whether via email, group meeting, or one-on-one touchbase. It’s important they understand the message you are delivering and the intent behind your communication. When you get to know your audience and focus on the intended outcome of your communication, employees will be more engaged with your message.
• Don’t overwhelm. Everyone appreciates communication that is brief and to the point. Take a moment to consider whether a team meeting is necessary or whether your message could be shared via an email or a memo. Many employees feel overloaded with excessive meetings, so if possible, give them the option of accessing your message in a variety of ways. When feasible, consider optional meetings followed by wrap-up emails. Whatever your communication style, strive to strike a balance and avoid overwhelming your staff with mass communication they may not need.

Great communicators have a gift. Everyone reading this can probably immediately call to mind someone who has made an impression as a gifted communicator. Most of us, however, have to work to improve in the area of sharing and interacting with others—not only so that we are able to get our own ideas across, but also so that others feel comfortable sharing their ideas with us.

If you are working toward becoming a better sharer, a better communicator, a better teller of your dealership story—then you are on your way to engaging a group of advocates that will also be willing to tell your story. Communication and engagement work together, and when your employees feel included and knowledgeable about what’s going on with the business, they’ll be excited to share great things about your dealership with their online social circles. The way you communicate directly affects your dealership’s success, and when you make the decision to improve the way your entire dealership shares information, you’ll be making the decision to improve engagement, enhance customer service, increase brand recognition, and rev up your sales. Communication truly IS contagious, and when your dealership catches it, you’ll be well on your way to even more success.

Communication and engagement go together like biscuits and gravy, like macaroni and cheese, like bacon and eggs. Most of the time, it’s pretty hard to have one without the other. (Who wants a dry biscuit anyway?) Now that everyone is hungry, it’s time to take a look at the many ways communication is at work in your dealership and how you can use it to boost employee engagement, in turn, boosting performance, improving profitability, and increasing customer loyalty.

“All that from communication?” you may ask. The answer is yes, and here’s why.

Communication Is Contagious

Communication is not only a skill; it’s an art form. It is something that requires practice and coaching, but when it is done effectively throughout an organization, its impact can create a contagious culture of trust, loyalty, and positivity. Great communication serves as a catalyst to employee engagement because of its ability to unify and connect everyone, as well as keep everyone on the same page and working toward similar goals. In a nutshell, communication is powerful stuff.

Once you get everyone moving in the same direction with communication, you’ll start to see all-around improvements in your dealership environment. If your business could use a boost in engagement and a cultural makeover, take a peek at some of the great ways you can work to improve your internal communication:

• Define communication. If everyone on your staff were asked to give their ideas regarding the concept of successful communication, you would end up with enough different ideas to fill a shopping cart. That’s why it’s important to start by defining what communication means to you and everyone in your dealership before moving forward and implementing a new plan. Does communication mean open and transparent conversation between all staff members? Between every department? Does it mean emailing responses within a specific time frame? If you have parameters you’d like to set to help every employee achieve greater success, it’s a good idea to share those up front.
• Begin at the top. Start by defining high-level dealership goals and ideals so employees have a marker they can use to gauge their levels of success when it comes to communicating and interacting within their changing culture. By outlining the overall business expectations first, you’ll be setting up a framework for the tone of all employee communication. If employees understand the dealership’s goals for communication, it will be easier for them to understand how to implement communication strategies for specific departments and between individuals.
• Set an example. Employees will gain confidence and be more willing to exercise their growing communication skills when they see you and other dealership leaders demonstrating great communication in action. Since communication is a skill that requires practice, individuals will be likely to join in and participate in the changes happening throughout the dealership when you provide a solid example for them to follow. Your communication style is something employees can look to when the time comes for them to initiate their own professional interactions.
• Encourage interaction. Once you’ve introduced an improved communication style for your dealership, follow through by encouraging increased interaction between all employees. Employees who are able to comfortably interact with each other will be able to de-escalate conflicts in the workplace and work through day-to-day issues more effectively. This is also a skill that requires practice, so when employees come to you with disagreements or issues that need to be solved, encourage them to work together as supportive team members to find a workable solution that benefits the dealership. Your guidance as employees master this skill will help reassure them they are, indeed, strong communicators.
• Plan your content. Much like the content you plan for your online platforms, you should focus on delivering information to your employees in relevant and compelling ways. Every time you deliver information, take a look at your audience and plan your content so it has the desired effect when it is delivered. Be sure you clearly present the goals of your content when you communicate to employees—whether via email, group meeting, or one-on-one touchbase. It’s important they understand the message you are delivering and the intent behind your communication. When you get to know your audience and focus on the intended outcome of your communication, employees will be more engaged with your message.
• Don’t overwhelm. Everyone appreciates communication that is brief and to the point. Take a moment to consider whether a team meeting is necessary or whether your message could be shared via an email or a memo. Many employees feel overloaded with excessive meetings, so if possible, give them the option of accessing your message in a variety of ways. When feasible, consider optional meetings followed by wrap-up emails. Whatever your communication style, strive to strike a balance and avoid overwhelming your staff with mass communication they may not need.

Great communicators have a gift. Everyone reading this can probably immediately call to mind someone who has made an impression as a gifted communicator. Most of us, however, have to work to improve in the area of sharing and interacting with others—not only so that we are able to get our own ideas across, but also so that others feel comfortable sharing their ideas with us.

If you are working toward becoming a better sharer, a better communicator, a better teller of your dealership story—then you are on your way to engaging a group of advocates that will also be willing to tell your story. Communication and engagement work together, and when your employees feel included and knowledgeable about what’s going on with the business, they’ll be excited to share great things about your dealership with their online social circles. The way you communicate directly affects your dealership’s success, and when you make the decision to improve the way your entire dealership shares information, you’ll be making the decision to improve engagement, enhance customer service, increase brand recognition, and rev up your sales. Communication truly IS contagious, and when your dealership catches it, you’ll be well on your way to even more success.