How Well Do You Know Your Consumers? 

Do you know their likes, dislikes, what content they’re most likely to engage with? If you don’t, you should. Knowing your consumers is the first step toward turning them into customers who will return time and again to your dealership. Whether you know it or not, consumers have been talking, and there are some things they’d like business owners to know. Some of their revelations may surprise you, but all of them are things you can immediately turn into actionable items in order to make your dealership their go-to automotive destination:

1. Quality and attitude are more important that speed. Although today’s shoppers are focused on immediate-gratification in the marketplace, speed doesn’t count as much as ensuring the service they receive is high quality and delivered with a great attitude. 44%of U.S. consumers will take their business elsewhere if they receive poor customer service, a statistic that fuels the importance of this shopper standard.
2. Shoppers know what they are looking for—and they are doing research to make sure they get it. Automotive consumers are looking for some very specific things when they are in-market, and a recent J.D. Power Autoshopper study tells us 96% of all automotive internet users do online research before buying. Today’s shoppers want to be an integral part of the process from beginning to end, and dealerships that recognize this and work to facilitate information gathering will get ahead and gain loyalty.
3. Shoppers want to save, but they don’t want to look cheap. It’s one thing to be a savvy shopper, but it’s quite another to come off being cheap. Give shoppers great ways to save without making them look like they’re cutting corners and skimping on important items. Think about ways you can ensure they know about deals and incentives; this way, they won’t feel the need to haggle down to the penny. Keep in mind, if shoppers come to you with the goal of finding the safest family vehicle, your best approach may not be pushing the “cheap” message. Value and savings will win, but be sure to show a well-rounded choice that highlights their original intent of landing a safe and reliable family vehicle.
4. Time is an important commodity. Time is something everyone is short on in today’sbusy world, so it’s important that while you build up all the other reasons to shop at your dealership, you also remind consumers the time they spend with you is time well-spent. Sure, the car-buying process is lengthy, and maintenance often takes a while, but strive to find ways to enhance the time customers spend in your dealership—and they’ll be happier to be there. Provide them with a comfortable waiting area, engaging and updated reading material, interactive technology that provides unique content, a great wifi connection, and other amenities; their stay in your dealership will be much more pleasant when you show you value their time.
5. Everyone likes (good) surprises. It’s easy for shoppers to become overwhelmed with all the information they’re trying to absorb while in the dealership, so don’t feel like you have to let them in on everything all at once. Save a few small surprises for later, and you’ll end up shining in their eyes. For example, if you’re planning on throwing in a free oil change, surprise them with that when they show up for the service. Or if you’re planning on offering lifetime car washes, add that onto the end of individual sales as bonuses, and customers will be pleasantly surprised.
6. Your customers want to be remembered. It doesn’t take a lot of time out of your day to add some extra touches to your sales routine and let customers know you’ve remembered them personally. For example, instead of sending form letters or emails, take the time to send individual correspondence to those who have visited your dealership. Potential customers will feel important to you and relevant to your business when you take the time to let them know you remember them.
7. No one outgrows “Once upon a time.” Storytelling is proven to resonate with consumers, so don’t be afraid to make stories a large part of your content. Stories stick with people and make it easier to persuade, and for that reason, storytelling is a key component of selling. In fact, a whopping 92% of consumers say they would rather brands make ads feel like stories, rather than straight informational ads. Find ways to tell stories that convey your brand’s beliefs, experiences, and dedication to consumers. Not only will stories stick with potential customers, but they’ll also serve as compelling reasons to share your brand with others.
8. Shoppers like the personal touch. What can your dealership do to stand out from the rest? For example, there are car washes people can simply drive through; and then there are the car washes that hand out the damp towlettes as an added bonus to allow drivers to clean out the inside of their vehicles as they roll through the wash. Think of ways your dealership can separate itself from the pack by providing over-the-top service and extras. Do you offer free coffee? How about upgrading to one of the new select-your-own-brew machines? The small upgrades don’t cost your dealership a lot, but they are definitely noticed by consumers.
9. You don’t have to buy their love. It doesn’t take a fortune to get consumers’ attention and respect. The small things often add up even more than the large, expensive things, and while customers appreciate the amenities, they also appreciate the small favors. For example, if no one else is in the waiting room and a customer is waiting with a small child, why not change the TV channel to cartoons in order to help out the mom? Other things like ensuring you have up-to-date magazines, clean restrooms, and plenty of coffee cups are simple reminders that your customers are a priority.
10. Loyalty programs should be less difficult than rocket science. Most shoppers can likely count up to a dozen plastic loyalty FOBs on their keychains, and that’s because we love loyalty programs. However, there’s a catch. They need to be simple enough and attainable enough to actually pay off. In addition, programs need to emotionally connect with consumers. Failing this, they simply won’t catch on. This aspect of customer retention is important, because according to Gartner Group, 80% of companies’ future revenue will come from just 20% of existing customers. Work to create loyalty programs that are easy to understand, fun to participate in, and that have attainable payoffs.

With 10 simple insights, your dealership is that much closer to delivering exactly the consumer experience that will bring shoppers back time and again. You’ll end up with more loyal customers, and you’ll also have shoppers who are excited to share what’s going on at your dealership. When you implement changes and show you’re truly paying attention to the things shoppers are saying, you’ll stand out as a business that cares about its customers and wants to create a successful brand story. 

Image used in this post courtesy of freedigitalphotos.net.

It Was Always Burning 

How Automotive Dealerships Can Win With Today’s Consumers

There’s not a dealership around that hasn’t noticed the changes today’s consumers have brought to the marketplace. The differences between shopping trends of the past and the way people want to do business today can be seen and felt on the showroom floor and the lot in every dealership across the country. And along with these changes, there are opportunities for dealerships when it comes to reaching shoppers and engaging them. It comes down to meeting consumers where they are, providing quality customer service that recognizes modern marketplace needs, and improving sales techniques to ensure professionals are giving customers the right kind of attention.

Consumers have started a fire in the marketplace. They have created changes that businesses must keep up with in order to survive. Today’s consumers demand more efficiency, more knowledge, and more authenticity—all while seeking the best prices. When it comes to car dealerships, consumers are changing the way they are buying cars, and dealerships must make changes to accommodate for this or risk being left behind. Without changing to meet consumers with the information and customer service they are looking for, dealerships will lose out when it comes to sales and repeat business.

Trends in the Marketplace

One of the biggest and most noticeable trends is that fewer shoppers are visiting dealerships.You’ve probably noticed less foot traffic in your dealership, and while you’re still selling cars, it may be difficult to understand this latest phenomenon. According to Hans-Werner Kaas of McKinsey & Company, “This is the most dramatic change we’ve seen in the auto industry and how people buy cars in the last 50 years.” The McKinsey & Company study looked at patterns at dealerships around the world, and it confirmed this change is due to the fact that car buyers are doing a lot more of their own online research, which allows them to spend less time at dealerships. Just 10 years ago, the average buyer visited 5 dealerships, whereas now the average buyer visits only 1.6 dealerships—cutting down their facetime with in-house salespeople.

What does this mean for you? This means your dealership will have to be more prepared than ever when potential buyers walk through the door. Your salespeople will need to be customer-oriented, ready to help, and prepared with informative product details that consumers will find integral to their shopping experience. Since potential buyers are walking into your dealership more educated than ever before about the products and services you offer, you’ll need to be prepared to answer their informed questions and be ready to respond when they raise concerns or need clarification.

Shoppers are also looking for ways to save time. Once they have decided to buy a vehicle, they are looking for ways to fit the complicated process of purchasing into their busy lives. This means they’ll be looking for dealerships that are offering ways to streamline the process, making it quicker and more buyer-friendly. It’s no surprise consumers are in a hurry; after all, we live in a rushed world where we want to have everything completed yesterday. But take a moment to really think about the aversion shoppers have to car shopping. According to a recent Accenture survey of 10,000 consumers, 75% said they would like to complete their entire car-buying experience online. From financing, price negotations, and paperwork—up to home delivery of their new vehicle—most said they would prefer to avoid the dealership experience altogether. An additional Autotrader study confirmed this finding by citing only 17 consumers out of a total of 4,002 polled stated they like the buying process as it currently exists. They went on to confirm they would like to see significant changes in the vehicle purchasing process in order to benefit consumers.

Your dealership has options to make the experience more appealing to shoppers. Consider looking to examples like that being set by Scion, offering customers the option of being able to purchase a vehicle in less than two hours; or Toyota, a brand that is attempting to make buying a vehicle “Feel More Like Buying an iPad.” Additionally, AutoNation dealerships in Florida are going even further, offering customers the opportunity to purchase a vehicle in 30 minutes or less—about the time it takes to get a pizza delivered—by allowing them to do a hefty portion of paperwork and browsing online.

While your dealership may not be able to offer a 30-minutes-or-less delivery time, there are ways you can streamline the process for today’s shoppers and make your dealership a more desirable destination. Check out some of the tips below to get you on the right path toward keeping the fire going for your customers:

• Take a look at the tools you are using. Often, a simple update can make a huge difference in the way you’re able to interact and communicate with customers and employees alike. On the flip side, if you’re using antiquated messaging systems, not responding to online requests, and unaware when consumers are in the market for your products, you’ll be left behind.
• Ensure your professionals are up-to-date. Customers are walking into the dealership armed with more knowledge than ever before, and your staff needs to be prepared to answer their questions with real, immediate information, rather than sales-speak. Updated tools that offer instant access to information regarding makes and models, reviews, and comparisons will go a long way when it comes to helping your sales professionals make gains with shoppers.
• Get to the point on price. Customers are attracted by the no-haggle offers they see in various advertising formats, and additionally, today’s shoppers are attracted to authenticity and plain-speaking professionals. Offer your best deal and avoid wasting time by making several trips back and forth trying to get lower numbers.
• Be clear when it comes to service. Ensure your service professionals communicate with each other regarding time and price estimates—and then be sure this information is correcty passed along to the customer. Misunderstandings regarding wait times and billing are points of frustration for customers in the service center, and it’s important to keep these individuals coming back. They’ll be your return car-buying customers, and they’ll be the ones to refer friends and neighbors to your dealership.

It’s clear consumers are changing and the marketplace is along for the ride. Automotive dealerships that are able to change alongside their consumers and offer the best deals, the most efficient service, and the most attentive professionals will be the ones to stand out and thrive. It’s time to take a look at the tools you have to support the professionals in your dealership as well as the strategies you’ve set forth to meet consumers in a mobile marketplace. With fewer people setting foot in your dealership and with more demands being placed on your staff when shoppers are onsite, it’s essential you have what you need to let shoppers know you’re the dealership for them. 

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

Is Your Multicultural Marketing Strategy the Best it Can Be?

Multicultural Consumer Needs

As with every aspect of your marketing plan, when you look at multicultural marketing, it’s necessary to constantly ask yourself if you’re up to date and meeting consumer needs. Things are changing in the marketplace almost as quickly as businesses can implement strategy changes, and that’s why it’s important to keep up with trends and activities that affect your business and the way you choose to communicate with shoppers.

Strategy Makes You Strong

If you already have a multicultural marketing strategy, that puts you ahead of the game, however, according to MarketingProfs, only about half of marketers in the U.S. have plans in place to reach diverse consumer populations. The numbers of diverse and multicultural consumers continue to grow; in fact by the year 2042, it’s expected that in this country, no single ethnic group will be a majority of the population. This only serves to drive home the importance of creating quality marketing that reflects the modern lifestyles present in society today. By focusing on cultural ties, heritage, and customs—and by creating inclusive marketing strategies, companies will achieve much-needed success in our diverse marketplace.

Continual change can be expected in a growing market, and the more flexible your team is when it comes to learning about and providing for the needs of an expanding marketplace, the more growth you’ll see. As changes continue to shape the way society shops, researches, and purchases products, you’ll need to continually re-evaluate the strategy you have in place, tweaking it to meet the changing needs of your target consumers. Consumers are the voice of the marketplace, and they guide businesses toward success when it comes to what will resonate with them. They are the shoppers, the researchers, and the buyers, so it only makes sense for businesses to look toward them for guidance when it’s time to update marketing strategies.

Strengthening Your Multicultural Strategy

According to Peter Drucker, a business consultant and educator who contributed much to the foundations of modern business thought, “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Marketing is, in essence, all about gaining consumer insights—even more than selling products and services. After all, the more you know about consumers’ likes, dislikes, and needs in the marketplace, the better off you’ll be when the time comes to sell your products and services.

It’s a multicultural market, and in order to be successful, businesses need to develop plans that include the increasingly diverse culture that is present in the marketplace. Instead of a one-size-fits-all marketing plan, businesses must take a look at their target audiences and formulate messages that speak directly to the people who will actually be purchasing and using their products. Otherwise, their messages will be lost in the crowd. As the marketplace continues to change, it’s imperative that businesses change along with it in order to be successful with consumers.

As your dealership looks toward a more diverse marketing plan to reach more consumers, there are several things to keep your eyes on. Earlier market predictions indicated shifts in population and demographics that will affect the way every business should look at potential shoppers.

The Hispanic population in the U.S. is growing more slowly than originally anticipated. Although still increasing at a rapid pace, the U.S. Census decreased projected population numbers for the year 2050 by 30 million. For various reasons, the number of foreign-born Hispanic consumers in the U.S. will be lower than anticipated, however, this demographic continues to grow in other ways, with U.S. births representing a majority of the population growth. For businesses, this means taking a long look at marketing strategies and taking into consideration the growing number of individuals who identify strongly with dual cultures.

Emerging Hispanic markets will be in less traditional geographical areas. Although traditional markets like Miami, Chicago, New York, and Los Angeles are still thriving markets for Hispanic consumers, look for substantial growth in the South and the Midwest. Due to population growth and a boom in job creation, a shift in population centers for Hispanic consumers and workers will also mean a shift for marketers. Businesses that haven’t traditionally seen large Hispanic consumer groups will see this change dramatically as the population continues to shift.

More influential brands are speaking Spanish in the marketplace. Brands that know the importance of being relevant and resonating with consumers have learned that language is key when making genuine connections. Not only does it make communication easier in many cases, but it also serves as a way to emotionally link individuals to their cultural backgrounds. While not every Hispanic consumer requires Spanish-language messaging, it’s beneficial for brands to provide target-language content in order to reach consumers who prefer it.

The poverty rate has declined in the Hispanic population. According to the U.S. Census Bureau’s 2014 report, the Hispanic population has seen a decrease in the poverty rate, notable especially because this is the only major racial or ethnic group with this recent outcome. Due to increased education levels, improved employment options, and the shift toward a higher percentage of U.S.-born individuals, the economic outlook for this demographic is positive. For businesses, this means an increased focus on Hispanic shoppers, who have shown to be early adopters of technology and influencers in the marketplace.

All of these factors—and more—affect the decisions your dealership will make as you move forward in an increasingly multicultural marketplace. It’s important to remember the influence of diverse shoppers on your business and work toward developing messaging that resonates and reaches them on a personal and individual level. When you include diverse consumers in your marketing efforts, you’ll be reaching a vastly larger audience that will be appreciative of the effort you put forth.

Companies that invest their time and energy in providing insightful solutions that reach the largest possible consumer audiences will end up gaining more loyal followers in the end. Work toward developing a solid strategy that integrates everyone into your brand’s efforts, goals, and values—and consumers everywhere will say ¡Gracias!

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*

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.

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.

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.