News for the Week of August 31

Guest Blogger today: Kristin Huntley, Director of Content and Marketing

You Don’t Have to Be Square!  Thanks Instagram!

This week, Instagram announced they are expanding their format to allow for portrait and landscape photos and videos, as well as the traditional square posts users are accustomed to. Instagram stated that one in five posts shared is not in square format, prompting this update in order to make posting easier and more fun for all users. To maintain its clean grid feel, posts will appear as center-cropped squares. For video formats on Instagram, this newest update allows for an even more cinematic experience than ever before. Dealerships can now take advantage of panoramic views to display all of the curves and features of their vehicles, or showcase more inventory for consumers.

Clipping on LinkedIn/SlideShare

LinkedIn and SlideShare recognized the fact that it’s difficult to keep track of all the content that’s available today; but now users can keep everything organized in topic-based clibboards. Clipping make it easy to clip, save and share the content you want in Evernote, or right on your profile to view and share now or later. Dealerships with an active LinkedIn presence should take advantage of this feature to build a library of useful information for every area of their dealership.   

LinkedIn eBook, 10 Ways to Drive Killer ROI with your Sponsored Updates

LinkedIn is offering their new eBook as a brand-new resource for those looking to improve ROI. Citing brands that are succeeding in the marketplace today and giving real-world examples of ways you can succeed by tailoring content that speaks directly to your audience, creating effective campaigns, and extending the life of already-existing content, this new eBook is a valuable tool that helps businesses take their marketing efforts to the next level and reach even more consumers.Facebook page managers will gain valuable insights for marketing via LinkedIn with a behind the scenes look at the successful strategies of more than 200 top brands.

Facebook Admin’s Guide to Page Messaging

Users can now find Facebook’s new admin's guide to using page messaging, which helps users connect with people when it comes to everything from customer service to product questions. The admin’s guide includes step-by-step recommendations for using Pages most effectively, as well as new and upgraded features. Recommendations are included for admins handling messaging and saved replies, and admins are now able to reply privately to sensitive questions. For dealerships interacting with consumers and participating in online platforms, leveraging all of Facebook’s features to authentically connect with consumers is a smart move. Take difficult conversations offline, and when possible, use your Facebook presence to build trust with transparent communication.

Facebook Video Rights Management Tools Updated

Video creators now have more say when it comes to how their videos are shared on Facebook. With newly-updated cideo rights management tools, the social media giant is meeting the upsurge in recent video with much-needed tools that empower users and give them control, thereby cutting down on “freebooting,” or other users uploading their videos to Facebook without their permission. This protection goes into place to benefit video creators and ensure those who have worked to create the content end up getting credit for their creations. Alternately, Facebook’s IP policies ensure posters who repeatedly post content without permission will be held responsible for their actions. Dealerships and individuals alike are now able to protect their original content.  Facebook is committed to ensuring that only users with permissions are able to post video content to your page, and that no one else can claim ownership of your hard work.

Facebook Adds “Donate Now” Button

Facebook for Business has added a new "Donate Now" call-to-action button, providing an even easier way for brands to connect with individuals who share an interest in the same causes. Brands that support a specific nonprofit can now encourage customers to join the cause with the “Donate Now” button that appears on both link ads and Pages. The Facebook Help Center can help you get started. Dealerships are leaders in supporting their communities and nonprofits. This new feature is an indirect reminder of the work they’re doing, and one more way your dealership can give back.

Facebook Moments App

Facebook Moments has been updated for iOS and Android and can automatically “create a video of your shared photos which you can customize, personalize and share back to Facebook.” Available in many countries, it has also now been translated to 34 languages, making it a user-friendly, universal app and a fun way to turn collected photos into music videos. Once an automatic video compilation has been made, users have the opportunity to customize by selecting from a variety of music backgrounds. Dealerships can now customize and personalize Facebook Moments videos and engage more consumers in a meaningful way.

Tip of the Week—Think Like a Customer to Win at Mobile

It’s not a stretch to say just about everyone knows mobile is where it’s at right now. That said, having a responsive, mobile-friendly website isn’t enough to capture the market anymore. Want to sell more cars via mobile?  Here are some tips designed to supercharge your mobile success:

• Think Like a Customer. Don’t just guess what the customer wants; instead place yourself in the position of a customer and deliver the customer experience you’d like to have.

• Offer valuable communication. The value of communication lies not in its frequency, but instead in its quality and the consumer need it meets. Overwhelming consumers with messages they don’t care about will drive them to your competitors. Instead of overselling, provide engaging content that answers questions consumers ask, and captures buyers early in the sales cycle.  Reduced foot traffic in the showroom means your customers begin their shopping journey online.  Make sure you’re leveraging the latest technology to give your self the competitive edge this market demands.

• Market Smarter. Take advantage of emerging technology to market intelligently to your consumer. You don’t need to guess what your consumers want.  We are able to identify exactly what your consumer cares about, and answer the questions they are asking, well before you lose them to a competitor.

Mobile is not just a trend; with more and more consumers relying on mobile devices for shopping, research, and daily social interactions, your dealership must know how to leverage data insights to capture more in-market shoppers as early as possible.  Today’s consumer demands a more efficient purchase cycle.  How easy is it for you to capture in-market buyers via mobile?  A recent study by Internet Retailer revealed that are 71% more likely to be influenced by digital advertising across multiple retail categories than the average consumer.   And a new Edmunds study identified the top five behaviors of automotive mobile shoppers:

What are the ways I sabotage myself? [Getting honest]

Here’s some honest for you. I avoided writing this post because I’ve been going through a lot of change over the past 4 years and I’m tired. I crave the blissful ignorance of imagining I don’t have any major blind spots at the moment. I want to not knowwhat I need to work on for a hot second…but that is not the path I’ve committed myself to, and it’s not the path to growth or success. I’m all in on becoming the best version of myself and there’s no turning back. So who’s with me?  Let’s get started.

Ch-ch-ch-Changes

I said it in my session, and I will say it again…there is only one thing every woman who wants to be successful must fully commit herself to, and that is embracing change. Change is really the only constant in life. And change requires focused mental, emotional and spiritual energy…in other words STRESS. I know it’s very 21st century to seek opportunities to de-stress, but without stress we don’t grow.

There is a purpose to some kinds of pain, so one of the biggest ways we sabotage ourselves happens when we expend the energy we need to change, looking for ways to numb out and ease our pain. We have a drink, take an Advil, say yes when we mean no, give in and feel frustrated and resentful…the list goes on and on. Instead of the pause we ought to give ourselves that would enable us to respond in new ways, we do what we’ve always done, or what we need to do not to feel bad.

And before you decide you’ve got this nailed, understand that self-sabotage is an equal opportunity intruder. It worms its way in when you least expect it, and afflicts even those who don’t struggle with low self-esteem or lack confidence. In fact,thinking you can outsmart self-sabotage is the first step to succumbing to its insidiousness. Let me explain.

I have learned [from a friend of course] that even the most self-aware woman can be blinded to their own bent toward self-sabotage.  We refer to the ways we sabotage ourselves as bad habits or poor life choices, and look for quick fixes to get back on track. We avoid healthy confrontation, or responding to difficult requests and chalk it up to procrastination or lack of good time management. Perfectionism gets the blame when we put off starting new projects, and interruptions are why we can’t focus long enough to do the thing we need to do. And all of these reasons have a ring of truth, but our solutions often only scratch the surface of our need.

Getting Honest Rocks…You’ll See

Getting honest is the doorway to freedom from the tyranny of self-sabotage. Because, what if all of my bad habits that need fixing are really just saboteurs, keeping me from the success I deserve? What if by avoiding confrontation I’m reinforcing the core belief that my perspective isn’t important, or my thoughts and feelings matter less than others’? What if my avoidance in starting new projects is really rooted in believing I’m not worthy of success, and has nothing to do with managing my time better? What if my lack of focus has more to do with my inability to face the pain of [insert the thing] that stands in the way of my success? What if instead of getting a new plan, getting more organized or telling myself to try harder, what I really need is to be kind to myself? Forgive myself? Give myself permission to fail, to want, to start over?

The Physics of the Quest

I didn’t get to show you the last clip of my session because we were having so much fun, I ran out of time. But this clip, and the quote from Eat, Pray, Love sum up what I believe is the attitude of a woman determined to live in the light of truth. (Check out our blog to see the video)

Check your email inbox, or email me for a copy the quote to print out and put somewhere you’ll be sure to see it. [The background is a photo I took one morning when I was hiking at dawn, bravely trying to face some of my own truth and struggling.]

So here’s your homework, because you knew you’d have some!  Answer these questions [yes, honestly]:

1. What is one thing I’m avoiding, and what story am I telling myself about that?
2. What are the false beliefs about others or myself that might be sabotaging me in this particular situation?
3. What are the strengths I’ve identified in myself that I can use to move forward? What is the truth I need to tell myself?
4. If my daughter or my best friend came to me about this, what advice would I give her? Is it the same advice I give myself?
5. Write a letter to yourself.  Tell yourself the new, honest story about what’s holding you back, and give yourself the words you need to hear to be brave.

Thank you for being on this journey with me.  If you’d like to receive extra resources, links, etc, please email me and I’ll add you to my life coach list!  And either way, I’dappreciate it if you’d tweet me and/or comment to let me know you’re reading.  I appreciate each and every one of you!

#StrongerTogether,

Kristin

Defining and Attracting Your Mobile Consumer

More people in the world own smartphones than toothbrushes, so if your dealership isn’t already taking notice of the impact mobile marketing has on today’s shoppers, it’s time to sharpen the focus and zero in on how technology and convenience are changing the way consumers are shopping.  Businesses across the globe know that adapting and changing along with consumers is key when it comes to being successful, and everyone knows that today’s market is fast-moving and continually changing.  In order to compete and grab the attention of potential customers, you’ll need to reach them where they are shopping and researching—and the statistics tell us shoppers are increasingly using their mobile devices to help them with both purchases and pre-purchase research.

Why Go Mobile?

Before we get into the details of how to define your mobile audience, let’s take a quick look at the reasons mobile marketing makes sense for a busy dealership.  By going mobile to reach consumers, you’ll be able to target a specific audience with more accuracy, allowing you to deliver a more personalized message to various groups.  Not only will you be able to target specific consumer groups via mobile marketing, you’ll also have the opportunity to reach out and develop two-way communication, encouraging shoppers to interact with you via your marketing campaigns.  Mobile users tend to carry their devices with them most of the time, allowing more opportunity for your marketing to reach them in real-time.  For these very reasons—and simply because today’s consumers feel at home and comfortable with mobile communication, shopping, and research—your dealership will benefit from implementing a mobile marketing plan.

The importance of mobile has never been clearer than it is right now.  In fact, during the past holiday season, Target reported that 60% of its traffic for the months of November and December came from mobile devices.  This past year also showed Black Friday purchases via mobile coming in at double what they were the previous year for the retailer, and mobile doesn’t appear to be slowing down anytime soon.  

Defining Your Mobile Market

The first thing you’ll need to know—and really remember—is that your market is constantly evolving, so just as soon as you think you’ve got it all figured out, it will change.  Instead of being discouraging, this merely serves as a reminder to constantly be aware of our audiences and remember to pay attention to consumer needs and preferences.  When things change, we must change with them so we’re not left behind; so as you work to define your market and your mobile plan, just remember you’ll likely repeat the process as your market continues to change.  This constant forward momentum will keep your dealership at the top of its game.

So how do you define your mobile market and maximize your strategy for success?  How do you know who your audience is and whether or not they even hear what you’re saying?  

Defining Your Market

When you begin by defining your market, you’ll find it’s easier and more efficient to get relevant messages out to your audience.  Demographics are a great place to start.  You’ll want to know specifics about consumer characteristics in your market, especially things like income level, median age, occupation, education level, and whether there are specific ethnic groups your products or services could benefit.  By getting to know your potential customers, you’ll start to get a feel for what they might be shopping for, what types of vehicles they might enjoy, and even what budgetary considerations might exist when it comes to car shopping.

Demographics alone won’t tell you everything you need to know, however.  There is more work to do when it comes to getting to know your consumers, and this part is where you’ll really need to buckle in for some serious homework.  Instead of looking at hard numbers and facts, you’ll need to delve into the things that really motivate the shoppers in your area.  In addition to things like income and budget, you also need to look at some of the less tangible—yet just as important—things.  Known as psychographics, these are the things that answer the why, when, and how behind consumers choosing specific products.  What music do they like to listen to?  What services and special offers will best help them in their day-to-day lives?  Why do they prefer certain brands?  What makes them consider new products?  Their values, likes and dislikes, lifestyles, and myriad other details all play into helping consumers make product decisions—and by finding the answers to these questions, you’ll be guiding your dealership toward success as you better connect with your audience.

Once you’ve identified your audience, you’ll want to develop a targeted mobile plan that inspires consumers and lets them know you’re the dealership for them.  By outlining a clear path toward gaining shopper trust and growth in your target market, your dealership will be well on its way to reaching the goals you’ve set.  To get you started, we’re unveiling 6 tips to help you clean up your mobile campaign and reach consumers on a whole new level:

1. Check your compatibility.  The key to mobile is ensuring the content you put out there is compatible with a range of devices.  Consumers use a variety of mobile devices, and no one wants to deal with cumbersome content that doesn’t work seamlessly with the technology at hand.
2. Keep it local.  The great thing about your dealership is that you ARE local, so be sure to reach out to shoppers in the vicinity closest to you.  Leverage the trust you have built in consumers by being the home-town brand, and position your dealership as the neighborhood expert.  Consider providing coupons or specials to get neighbors to stop by with their automotive needs.
3. Get to the point.  Shoppers who are using mobile crave efficiency and information, so you’ll need to plan your marketing content accordingly.  Remember to give them the most important information first and get their attention quickly with headlines of interest and relevant content.
4. Think about your keywords.  In a mobile setting, consumers are often searching with a geographic location in mind, so be sure to include your local area in the keywords.  In fact, clickthrough rate increases by 200% when mobile ads and search results contain location data.
5. Consider a call-to-action.  Consumers are more likely to act when you let them know what you’d like them to do.  Be clear with your CTA and make it easily readable on mobile sites.
6. Be easy to contact.  Include your contact information in an easy-to-locate spot on your mobile site and consider a click-to-call button.  Consumers are continuously more mobile-friendly, and as they gather information on the go, they’ll want to be able to immediately call you when they’re ready to make a purchase or schedule an appointment.

Your consumers are on the move with mobile—and they’re waiting for content from

 you!  Be sure to present a mobile marketing plan that packs a punch by taking the necessary time to get to know your audience.  Your marketing message will be more powerful and will resonate when you work to define your market and present shoppers with exactly what they are looking for from a dealership.  The tremendous opportunity that exists in the mobile arena today makes it well worth the time and effort it takes to develop a quality strategy that creates brand awareness within your market.  So get out there and get mobile!

Finding your target market is a key part of a successful marketing strategy. Whether you want to highlight new inventory, promote an event, grow your service department’s customer base, or simply boost business, defining your ideal audience is key.

It’s easy to be generic when marketing because the hope is always to connect with as many different demographics as possible, but the truth is that the more personal approach you have, the more success you’ll have. You’ll connect with YOUR people—the ones who are really interested in what you’re offering. When your customers feel like all of the attention is on them, they are more than willing to share their experience with their network and help your dealership achieve even higher community engagement.

Dealerships already have a plethora of tools in front of them to discover their market, including customer insights and social media. Here are some ways your dealership can discover its market by fully utilizing these tools.  

Gain Customer Insights

Knowing consumer demographics is imperative to your marketing success because they give insight on who is already buying your products and using your services. Surveys are a great way to define your current audience and will certainly help you define your target audience as well, putting into perspective who you are best marketing to now, compared to consumer groups you should be targeting. The first portion of a target market survey should include the basics such as age, gender, location, language, and ethnicity. When you include more personal survey questions like questions about income, education, personality, hobbies, and preferences, you’ll gain even greater insights and more detailed information about your audience.

All the components of a survey work together to help your dealership discover which demographics are creating the most revenue for your business. They also show what your current market appreciates and looks for in your brand while simultaneously showing your dealership what to improve upon when trying to effectively market to them. Knowing the qualities your target market values most will help your dealership market even more effectively, as well as show what demographics are being left out of your marketing strategy.

Employees are a huge part of gaining consumer insights when it comes to your target market. Your employees have the most interaction with customers because of their close contact throughout the customer journey, at the point of sale, and at the service center. They know what makes customers most excited about the cars your dealership sells and the services you offer, and they have the opportunity to address customer concerns while simultaneously taking mental notes on the things specific shopper demographics are looking for when they visit your dealership. Listening to your employees and leveraging their experience with consumers on the job can give you a better idea of the things different demographics value in a car and thus, what to highlight in your marketing strategy.

Utilize Social Media

In our highly innovative and ever-changing world, social media has proven itself to be a powerful force. It’s not just for sharing pictures of dogs or vacation stories—now more than ever, people are sharing opinions about almost everything online including their favorite businesses and their best (or worst) experiences with companies. Along with social sharing, social media gives users various opportunities to connect with others in their demographics through the use of groups on Facebook, following on Twitter, or connecting on LinkedIn. These demographics are based on various things such as location, ethnicity, and hobbies. The chances are high that your customers and social media followers, fans, and friends are connected with other consumers who are car shopping, so missing an opportunity to connect with them on social media could mean missing out on an immeasurable number of sales.

Dealerships can effectively target their markets by finding social groups and communities that involve the automotive industry. Joining these groups will create interactions with members on a personal level. Making regular posts, being quick to reply to messages or comments, and encouraging others to share their ideas or suggestions will expose your dealership to more people who qualify as your target audience. In return, these connections can lead to sales, increased brand awareness, and free advertising if members feel inclined to share your dealership with others.

In addition to connecting with your own market, social media is a platform in which your dealership can monitor industry leaders and competitors. It is more than likely your competitors and other industry leaders have connections and contacts with people who aren’t familiar with your brand but who are interested in the automotive industry to some extent. Including these leads in your target market strategy by inviting them to like your Facebook page, following them on Twitter, or connecting with them on LinkedIn will lead them to your brand, inform them your dealership has alternative solutions to offer, and increase the number of genuine car buyers in your market.

Dealerships have many tools available to target their markets, but they sometimes

 overlook the day-to-day things they can do to help them reach consumers. Listening to current customers and connecting to others on social media will show you what consumers love about your dealership and bridge the gap between your dealership and potential buyers. Finding your target market in these simple ways can grow the size of your market while still allowing you to focus on current clients, reducing marketing costs and heightening sales.

Social Media News for the Week of August 24 via @SocialLittleMan

Blab.im Hitting the Social Scene

Still in Beta, Blab.im is a chat app marketers and various other users are keeping their eyes on.  Similar to Periscope, its live streaming functionality allows groups of up to four to video chat simultaneously.  Boasting easy-to-install and easy-to-integrate usability, users will also the Blab emoticons, link accessibility, and variety of color schemes for personalization.  With the popularity of instant-message chat, dealerships will want to keep an eye on this app and consider applying to their daily interactions with savvy online consumers.  Chat away, answer shopper questions, and participate in live sales conversations.

Twitter Ad Network Expands

As it continues to improve and expand its advertising offerings, Twitter recently announced the Twitter Audience Platform, an expanded advertisement platform offering new creative features such as Tweet engagement campaigns that become interstitial and native ads on Twitter, Promoted Video campaigns that are turned into in-app video ads, and app install or re-engagement campaigns that become interstitial or banner ads.  According to Twitter, advertisers will now be able to reach “over 700 million people on and off of Twitter.”  As your dealership continues to focus on your social platforms, increase your reach with Twitter’s newest improvements; get your videos seen more often and drive consumer engagement by reaching out to your target audience.

LinkedIn Lookup Helps

The latest and greatest for LinkedIn is LinkedIn Lookup, a new app that helps users more easily find, learn about, and get in touch with their professional contacts.  According to LinkedIn, most corporate intranet sites do a poor job of providing co-worker information, so they’ve solved that problem by creating Lookup, an effective way for professionals to search for other professionals by name, title, experience, education, and skills.  Now available in the App Store, Lookup is making it easier to create business relationships.  Dealerships looking to connect with industry professionals—either to round out their teams or simply to share expertise—can now look to LinkedIn Lookup to facilitate their searches.

Instagram Makes It Easier to Add Locations

It’s now easier for users to add locations to their Instagram photos.  By removing the “Add to Photomap” button, Instagram changed the way locations will be tagged when posted.  Effectively, all images tagged with a location are now added to user maps, facilitating the location-adding process for users.  For users who want to remove locations from their photos, Instagram provides a process to do so, allowing for privacy via the profile page settings.  For dealerships taking advantage of the Instagram craze, adding your location just got a lot easier—simply post your tagged photos, and Instagram will place your inventory or lot pics on the Photomap for you.

WhatsApp Rolling Out for iOS

Nearly half a year behind the rollout for Android, WhatsApp is rolling out for iOS.  A cross-platform mobile messaging app, allowing users to exchange messages without having to pay for SMS, WhatsApp makes it possible for users to message across iPhone, BlackBerry, Android, Windows Phone, and Nokia.  Users are also able to create groups, send images, video messages, and audio media messages.  Although WhatsApp’s legal docs state “your use of the service as permitted is solely for your personal use,” dealerships would be completely above board in sharing blog posts, engaging with customers, and sharing showroom images.

Tip of the Week—The Social Media Time Warp

It’s happened to all of us.  You get on Facebook or Twitter or Instagram—the list goes on.  And suddenly when you look up, half the day is gone.  You’re left wondering if you’ve accomplished anything productive.  Most professionals, especially those in small- to medium-sized businesses recognize the need to establish a presence on social media, but along with that, one of the biggest concerns is the amount of time it takes to build a platform your consumers recognize and return to time and again.

Fear not!  There are ways to create a killer online presence while still reserving enough time in your day to take care of the other tasks that demand your attention.  Look below for some great time-saving tips:

• Start off with a plan.  No great mountain climber ever walked out of his house and conquered Everest on Day 1—so recognize the fact that you need to start slowly.  Choose one or two (maybe three if you’re a time-juggling genius!) to start off, and get really good at interacting on those platforms.  Find out where your potential customers are interacting, and go where they are.  Hint: Facebook and Twitter are probably great places to start.

• Be consistent.  Your goal is to show your online followers you are a presence they can count on, and that means you need to consistently post content.  Make a schedule and stick to it; your fans will be expecting you.  A schedule will keep your followers satisfied, while also keeping you on task and saving time.

• Don’t stress.  This wastes time and makes you sound inauthentic.  Instead of spending time reworking your posts and trying to come up with perfection, relax and use your own voice.  Trust me, you’ll be a natural at it.  It’s just like talking to customers on the showroom floor.  Your comfort will shine through, and people will want to interact with you.

• Schedule posts.  This is a handy little feature for those of us who tend to wander when posting.  Block off a segment of time and plan on scheduling several posts at once.  It’s efficient, and it will save you time in the long run.

• Go notification-free.  Notifications can be distracting and time-consuming, so when you really need to buckle down and focus, take a second to turn off your notifications.  It will save you valuable time and keep you focused on the task at hand.

When it comes down to it, dedicating time to your social media platforms is necessary as today’s marketplace becomes more fast-paced and consumers demand quicker solutions.  It’s worth the effort you put in today to get the results you’ll see from engaged consumers in the future.

Have a social media tip you’re dealership has used successfully?  Tweet it to me @sociallittleman or comment below.  We love hearing from you!  #StrongerTogether

4 Reasons Marketing to Your Employees Matters

Employees are the lifeblood of your dealership and have the most impact on your customer loyalty. If that sentence made you cringe, you probably aren’t doing all you can to ensure your employees are actively engaged and have the tools and guidance necessary to fully do their jobs. Marketing to customers may be the key to bringing in business, but who is responsible for truly conveying the message of your business to consumers? Who gives customers the first impression at your dealership, has meaningful conversations with consumers on the lot, and spends time in the service center showing customers how to check their oil? Who informs customers about their financing options, fosters relationships, and creates customer loyalty? Your very own employees.

Correctly marketing to employees means showing them your dealership is a place they can be proud to work and ultimately leads to success in the marketplace. Below you’ll find four important reasons why marketing to your employees matters.

Employees become more engaged.

Marketing to employees means encouraging communication and positivity, understanding their values, showing every employee respect regardless of job title, and appreciating the work they do. It also includes fostering workplace relationships and assuring they understand your dealership’s culture and mission. They should feel proud to be employed by your dealership.

Consistently listening to employees and measuring their preferences will promote employee engagement, creating the classical win-win relationship for both employees and employers. According to PeopleMetrics, individual companies lose about $2,246 each year per disengaged employee. This is certainly something your dealership wants to avoid. An environment where people feel connected and in sync with the company culture encourages employees to care more about the jobs they do and leads to high levels of employee output. 

Employees will want to stay at your dealership.

Employee turnover costs US business $11 billion a year, and disengaged or dissatisfied employees are far more likely to leave their employers. On the flip side, engaged employees are less likely to leave and seek jobs elsewhere. Retention should be a priority for your dealership, given the added expense of recruiting and hiring replacements. If your dealership is focused on making sure employees know the goals, culture, and mission of your business, retention won’t be an issue. In addition, working toward a common goal or for a cause people want to support can work wonders for a dealership’s engagement and employee satisfaction.

Employees will share your dealership.

It’s true your vocal employees are your best brand advocates. Did you know that on average, your employees have 10 times more connections than your brand? And did you know that leads from employees convert 7 times more frequently than other leads? With these statistics in mind, do you want to miss out on the potential sales your informed and engaged employees could afford your dealership?

Employees will only want to share your dealership with their networks if they fully understand the company mission. Ensuring your employees want to recommend your dealership means highlighting what makes your dealership the best one in the market so they feel comfortable sending their family, friends, and acquaintances to it.

Dealership executives aren’t the only ones who should focus on creating the best customer experience. ALL employees are brand ambassadors, even the ones who aren’t payed the most and have ample opportunities to interact directly with customers. This includes professionals on the sales floor, on the lot, in the service department, in the waiting room, or in the finance office.

Great managers market to employees so they gain an understanding of how their job connects the dealership to the customer. Every direct or indirect point of contact has the potential to make a customer feel more or less engaged with your dealership, and because sales and service employees are almost always in close proximity to customers, ensuring they want to make the customer experience a good one is imperative to the growth of your market and your dealership’s success.

Marketing to your employees has many benefits. Focus on making employees feel valued and convey your mission, goals, and what makes your dealership unique and prepare to be wowed by a highly engaged team, a lower turnover, a bigger market, and guaranteed great customer experiences.  

Social Media News for the Week of August 17

Twitter Character Limit

The private side of Twitter saw a big change this week, as the social media platform removed the 140-character limit from direct messages. While the public side of Twitter still carries the 140-character limit, users can now chat privately via Direct Messages without the character limitation. This functionality has rolled out across Android, iOS, twitter.com, TweetDeck, and Twitter for Mac and will continue to roll out worldwide over the coming weeks. To ensure you’re getting full Twitter functionality, be sure you’re using the latest version on your device. For dealerships, consider upping your Twitter presence and interacting with customers and potential shoppers via Direct Messages to answer questions and show the responsiveness of your customer service.

Google Hangouts 4.0 for Android

If you’re a Google Hangouts users, you’ll be happy to see the sleeker, faster look for Android. The new look also boasts improved speed, making even easier for users to reach the people they’re trying to get in touch with. Newest updates include items that respond to user touch in more intuitive ways, a brand-new Compose button that makes it easier to start a new group or conversation, a streamlined contacts list so users can find people quickly and easily, and simplified attachments to make sharing things like emojis and GIFs easy. Users get all these updates, and as an added bonus, Hangouts is faster and uses less battery than before. Smart dealerships will take advantage of Google Hangouts and post short videos, chat with customers, or even promote events to show off their marketing prowess.

Facebook High-Performing Ads in Audience Network

Facebook has expanded the ad types and formats available in the Audience Network, boasting better outcomes for those using the ads. The expansion includes native ads, which now represent over 80% of impressions in the Audience network, according to Facebook, and interstitials. Users can now bring autoplay video ads directly to their apps by upgrading to SDK for Android and iOS. Interstitial formats will include Dynamic Product Ads that display ads based on products that have been visited via website or app, Carousel Ads that showcase up to 5 images, and Click-to-Play Video. Dealerships can take advantage of these updates by targeting direct markets with relevant ads and measuring engagement on both desktop and mobile.

Over 10 Million Users on Periscope

A significant milestone, currently over 10 million users share and view live broadcasts on Periscope. According to the booming social giant, this equates to over 40 years of video watched per day—if the amount of time everyone spends were watching live broadcasts via iOS and Android were added up. Reflective of the way consumers receive and share information, this statistic is valuable for marketers and businesses looking to grow in today’s mobile world. For dealerships looking to connect with a mobile society, Periscope’s most recent milestone is an indication you’ll find success in sharing video, in focusing on mobile, and in creating relationships with your consumers.

Canva for Work

Many already knew about the accessible design features offered through Canva, and now the platform has launched Canva for Work. With over a million photos, graphics, and fonts available to users in a drag-and-drop format, the company is looking to become a staple in the corporate world as well as with individuals. Features aimed at businesses include a brand kit for logo and color palette creation and the Team Stream which allows users to share designs with other team members. Sharable files and folders make working and customizing across teams a snap. Dealerships that are currently collecting old clipart can delve into the world of Canva to create beautiful, eye-catching event flyers, and they can even be shared across your online social networks.

Buffer for Video

Buffer recently announced the addition of  buffer for Video, an upgrade that correlates nicely with the recent surge in social media videos across multiple platforms. Video has increased on Facebook by 360%, and a staggering 82% of Twitter users confirm watching video content. It was only a matter of time before Buffer customers were given the opportunity to upload, share, and schedule video—from Buffer to all their social media networks. This newest capability allows users to upload video content once and then share everywhere. Users are able to schedule content to Facebook, Twitter, Pinterest, Google+, and LinkedIn simply by uploading their video content once on Buffer for Video. Dealerships looking to use video to grab shoppers’ attention can now save time by looking to Buffer for Video to share content across platforms.

Tip of the Week—Social Video 101

Have you ever wondered how to create a great video your viewers will want to watch? Have you thought about how to grab their attention and keep it while you share your dealership’s message? By using short videos to market your dealership, you’ll expand your reach and gain greater brand recognition. Video is simply that transformative.

The concept of using video to market your dealership can be overwhelming, but the key is to remember that no matter how small or large your dealership, there is a way to make video work for you. You’ve probably noticed the huge uptick in videos on your Facebook feed recently, and that’s because a majority of people on social media are looking to video to share and receive information. In fact, it’s predicted that 74% of all internet traffic will be video by 2017—which means that businesses wanting to get ahead need to be up-to-date and on trend when it comes to online marketing.

If you don’t know where to start or what to do, you’re not alone. Check out the tips below to help you gain traction and get rolling with video:

· You don’t need a recording studio. In fact, most phones can give you high-quality video output, especially if you’re doing a lot walk-around or a quick on-the-spot interview. For informal, short videos, don’t worry about high-tech equipment; instead focus on delivering a message that’s informative and helpful to your consumers.

· Plan your content and keep it short. Most consumers don’t have the attention span for a full-length movie, so be sure you get to the point and clearly let shoppers know what you’d like them to do. How can they get your great deal? Where can they contact you? Include a call to action, but leave out a long history of the dealership for this particular format.

· Tell a story. Instead of clobbering consumers with overt selling, tell a story instead. Let shoppers know what you can offer them by giving them a compelling narrative. Tell a story about a safety feature that saved the day or a memorable vacation when everyone piled into a particularly comfortable vehicle. There’s always a way to weave a story into your selling—and storytelling speaks to every consumer.

· Consider customer testimonials. Instead of you delivering a message to your audience every time, think about getting some of your best customers to offer their honest feedback about the service they’ve received at your dealership. Automotive is a great format for customer testimonials, and shoppers will enjoy seeing satisfied customers talk about their positive experiences.

· Be interesting. Think about the videos that capture your attention when you’re online. They’re the ones that do one of several things: they teach you something, make you laugh, answer a question, or offer you something. Give consumers a reason to watch your video, and they’ll tune in from beginning to end. Consider choosing a consumer question each day to answer. Or teach consumers about automotive maintenance. When you give shoppers something of value, they’ll come back for more.

· Keep it up. As you grow your online following, you’ll learn what your potential customers like and what they’re looking for in your videos. As you’re learning from the weekly social media updates, things are constantly changing, so it’s ok that your video strategy morphs and changes as you find your online niche. Just keep posting and reaching out to your potential customers, and you’ll win in the long run.

Video is a sweet spot in the social media realm that’s only expected to increase in the future. Just about every platform is boasting huge increases in video posting and interaction, and when you reach out to consumers in a way that’s relevant and appealing, your dealership will benefit. Don’t let the concept of social video overwhelm you; instead, embrace the powerful way it can increase your reach and connect you with your market.

Hispanic Consumers Are Serious About Shopping

As marketers and businesses reach out to Hispanic consumers, one thing is clear: the range of shopping behaviors and attitudes among this segment of the population varies greatly depending on several factors. Shoppers show preferences based on factors such as what is being purchased, why they are purchasing, where they are purchasing, and who they are shopping with. This range of behavior provides a challenging task for those who are marketing to this demographic, with the best course of action being simply to gain the greatest possible consumer insights in order to effectively market to an ever-growing and diverse segment of society.

The Hispanic demographic is shopping, and while they have typically been known for their brand loyalty, more acculturated individuals are tending toward a less brand-loyal approach when it comes to spending their money. Previous generations have opted for loyalty when it comes down to brand, however, younger generations are making companies work harder for their loyalty, showing they are more willing to try new products and brands to find the options they prefer. According to Nielsen Homescan research, this difference is based largely on acculturation, with language being a specific defining factor. In other words, as individuals become more acculturated and more in tune with their new environment, they show less inclination toward brand loyalty and are more comfortable trying new products and brands. This finding stands out for brand leaders because they will need to focus on forging relationships with Hispanic consumers earlier in the acculturation process if they are seeking the typical brand loyalty for which these consumers have been known.

Many companies are realizing they are behind the curve when it comes to marketing to Hispanic shoppers, and with good reason. With a population of over 56 million in the U.S. identifying as Hispanic and a spending power cruising toward a solid $2 trillion by 2020, businesses have been slow to recognize the need to include the Hispanic buying market in their game plans. Now, it’s time to play catch-up, and it’s a frenzied race to see which brands will successfully connect with the Hispanic audience, now the fastest growing segment of the U.S. population.

The importance of creating an inclusive marketing platform cannot be overstated. Companies are often overly eager to jump on the multicultural bandwagon, and by skipping some very important steps, they feel they can be faster to market with their ideas. This is often a mistake that is costly in the long run, resulting in marketing that misses the mark with their Hispanic audience, or worse, is downright offensive due to cultural differences or language nuances. Yes, it’s important to prepare your marketing plan and be culturally inclusive, but at the same time, make sure you’ve covered all your bases and don’t get in a hurry.

Here are a few things marketers and businesses should know about their Hispanic market and the way their Hispanic consumers are shopping:

• Language choice is important. Although there are many Hispanic individuals in the U.S. who are highly acculturated and bilingual or English-dominant, many still feel a strong pull toward advertising with Spanish content, which can serve as a reminder of their family origin. Remember that not all of your advertising needs to be in Spanish, however, you should know your audience and plan thoughtfully created target-language content when appropriate. Whether in Spanish or English, content still has the power to reflect community, background, and culture, so aim for authenticity.

• Hispanic shoppers are early adopters of mobile technology and are extremely digitally savvy. They lead the pack when it comes to engaging online, sharing, and being socially connected. For your brand, this means you should strategically plan marketing that meets them where they are shopping and researching—online. Plan content that is mobile-friendly and offer video to capture their attention. On the go, it’s estimated that at least 72% of Hispanics own at least one mobile device, with several owning and being adept at using more than one. When targeting this market, remember technology is helping the Hispanic population do more of what they already do best—stay connected with friends and family.

• Hispanic shoppers, on the median, are younger than the rest of the population. 77% of Hispanics are under the age of 45, while only 57% of non-Hispanics are under age 45. The younger demographic continues to grow and use technology to their advantage for shopping and connecting, and businesses that focus on offering online social experiences while promoting their brands will be more successful with this audience.

• Culturally relevant messages resonate with Hispanic shoppers. By gaining an understanding of the culture and the things that are important to your consumers, you will be able to deliver more meaningful messages that help connect your audience with your products. The richer the experience you are able to provide, the more your message will resonate—ultimately allowing you to capture even more market opportunities and reach a larger audience.

What Consumers Are Buying

Let’s debunk the myth that high-end brands should not bother with marketing to the Hispanic population. Not only are Hispanic households—families earning more than $75,000 annually—have more than doubled in the past 10 years, and along with that, spending power continues to increase. However, marketing within the upscale brand community is decreasing—probably due to the failure of businesses to recognize and accept the spending power that resides with the Hispanic community.

Here’s a quick look at some of the things the Hispanic community is excited about purchasing:

Smartphones—At least half of Hispanic consumers in the U.S. own one.

Airline Tickets—Staying connected remains at the top of their list of priorities.

Books, Clothing, & Accessories—At least 6% spent more than $2,500 online in a 6-month period.

Vehicles—In 2013, Hispanic shoppers represented 20% of new vehicle sales.

As marketers and businesspeople, it’s time to get in the game with the Hispanic consumer. Making up 18% of the U.S. population, this segment is purchasing from businesses that can prove their relevance, demonstrate cultural awareness, and connect in a meaningful way through authentic messaging and product offerings. By raising the bar and giving Hispanic shoppers the authenticity and variety they are seeking, your business will be a strong contender in the marketplace.

Earning Hispanic Consumer Trust Through Communication and Empowerment

Think about the brands that reach you and catch your attention, whether television ads, ink and paper, or online.  How do they speak to you?  How do they approach you as a consumer?  Chances are, your favorite products are delivered to you courtesy of companies that have taken considerable time and effort to ensure they are communicating with you in just the right way.  Companies that don’t do their homework and strive to communicate with and empower consumers in the marketplace are not the companies we see at the top of the leaderboard when it comes to consumer trust.

Over 56 million strong, the Hispanic population in the U.S. is growing and represents an economic force that should not be ignored by businesses.  Although most businesses are well aware of the spending power present in the Hispanic marketplace, a staggering number are unaware of how to communicate with a multicultural audience in a way that earns trust and consumer loyalty.  Many businesses, in their haste to meet the needs of the Hispanic consumer, have jumped into poorly planned marketing campaigns as a way of quickly offering a solution to growing markets, but there is a better way!

Before jumping into any campaign, marketers and businesses alike would be wise to take the words of Cuban American singer Pitbull to heart as he talks about Hispanic culture.  “The culture is amazing and its buying power is through the roof, but I think it’s about more than the buying power.  It’s about the real people.”  By taking into consideration the individuality of your market and focusing on the real people and authentic culture that form your customer base, you’ll make greater strides toward developing lasting consumer trust.

Getting Past the Buying Power

It’s true that the Hispanic population in the U.S. has tremendous buying power—$ 1.5 trillion approximately—but the companies that will be successful in connecting with this segment of the population are the ones that will forget about the buying power and focus on the people, the culture, and the communities behind the money.  For many, it’s nearly impossible to remove their “business hats” and forget about the bottom line for a moment, but by focusing on a true, authentic connection with the Hispanic population, the products and services they are selling are more likely to be accepted.

In the Hispanic community, relationships are forged over time, and trust is not earned without demonstrating authenticity and cultural awareness.  This means marketers will need to focus on where their priorities lie with shoppers.  Instead of forcing products on their Hispanic audience, marketers need to emphasize culture, values, and customs and empower the Hispanic population to make their buying decisions based on the brands that give them a voice.  It’s not as simple as defining a language and tossing advertising dollars at quick translations; instead, companies must be willing to invest more than money—they must invest more of themselves.

Building Consumer Trust

Several companies have figured out the keys to marketing successfully to the Hispanic consumer.  We need not look far to see leaders in the field (Nestle, Coca-Cola, Wal-Mart, McDonald’s), and they have done this by focusing on their consumers and staying true to their brand ideals, all the while presenting product aspects that appeal to their consumers.  For example, the McDonald’s “First Customer” advertisement was able to capture the importance of family in the Hispanic community as a mom and dad pull through the Drive-Thru and are the first customers at their teenaged son’s first job.  Not only did they show up to cheer him on, but they had their camera in tow and were taking pictures to help them remember the day.  In just one minute, McDonald’s captures the importance of family as well as an important milestone—all while integrating a few strategic Spanish words into the content.

Companies that are succeeding in reaching their Hispanic markets aren’t doing so by accident.  It takes time, market development, and careful planning to continuously close gaps that exist in marketing.  The Hispanic consumer in today’s market offers an opportunity for businesses that are willing to work and present authentic marketing solutions, but companies must realize it is more than a total market strategy, as the Hispanic market itself is extremely diverse and rich in culture and tradition.

As a starting place, marketers delving into the Hispanic market can look to the following tips for guidance:

• Integrate your Hispanic audience.  Rather than talking TOWARD them, include them in your campaign.  Give your campaigns a synergistic feeling from the beginning by planning inclusive content.

• Ensure your content reflects the culture of your audience.  Take things like country of origin, education, level of acculturation, traditions, and other factors into consideration when planning your message.

• Your message may not always need to be in Spanish.  Not all Hispanic shoppers speak Spanish, and likewise, not all Hispanic shoppers speak English; as a marketer, this puts you into a bit of a conundrum.  The only thing to do is get to know your audience.  Do research to determine whether the audience you are addressing is bilingual, Spanish-dominant, English-dominant—or even whether language usage changes at different times of day, depending whether speakers are at work or at home.

• Just as in all your marketing, find your influencers.  Hispanics are early adopters of technology and known for being influencers, so find out who can speak up for your brand and provide powerful word-of-mouth messaging.

• Be aware of family values as you deliver your content.  Hispanic consumers tend to have extremely close connections with family, and often different generations will live in a single household.  Consumers who are part of multi-generational households will find a family-centered business approach appealing.

• Present a strong brand value.  Once you have earned the trust of your Hispanic consumers, they tend to be brand loyal.  When a company is able to present strong brand values, it will likely enjoy more success in the Hispanic market.

The population in the U.S. is ever-changing, and those who are driven to succeed will continue to embrace change while engaging and encouraging every consumer to interact with their brands.  The leaders are those who will be willing to examine how they are reaching out, and they will commit to re-energizing their brands by communicating with and empowering consumers.

Want more information on reaching your Hispanic automotive consumer?  Check out our articles here.  Do you have a bilingual dealership?  FuzeCast is available in both English and Spanish to improve communication.  Call us today 1-855-313-2452 and see how you can put FuzeCast to work for your dealership!

This Week in Social Media with @SocialLittleMan

News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!