We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
“The world is very noisy so we have to be very clear about what we want people to know about us.” ~Steve Jobs
How many times have you visited a dealership’s Facebook page to find the content is all about them? I see it everyday.
We’ve all known a narcissist or two in our lives who tries to commandeer our attention. We also know how uneasy we feel when that’s happening. We remember to avoid them the next time.
Posting status updates on Facebook or Tweeting only about your brand makes your audience feel the same way. It’s a total turn off. It damages your brand and your reputation.
In these days where we get 2.7 seconds to hold someone’s attention, it’s hard to bounce back from having a reputation as a narcissist. People won’t buy from you. People won’t recommend you to their network. Heck, they won’t even bother to think about you again.
I’ve developed 3 smart strategies for attracting the right kind of attention. These are the roots of Social engagement:
If you’re not devoting at least 2 hours per day to curating relevant and beneficial marketing content for your store, you’re not going to sell anything through Social Media. The most ideal content is that which you create and it all must speak to your customer. Blog posts, videos, status updates, and Tweets – you have to be the Publisher of Awesomesauce. Make it so interesting that people will even make a point to visit your profile to see what new things you’ve posted. Do whatever you can to help people buy from you.
Content is what drives your Social marketing success and that success culminates into transactions. Within 3 years’ time, every dealership will have an in-house content writer/strategist. Google is morphing from an information channel into a knowledge channel. Google wants to know how you influence others. The content you share on your profiles, the links, the Social connections you make and everything you create, it all represents your store’s “knowledge footprint”. No one watches your brand like you do. Start right now to “grow your own” content creator. Educate them. Give them the tools and training they need and you’ll be miles ahead of your competition.
The reason that certain stores are more successful than others on Social Media is they have an open door policy regarding content ideas from their staff. Employees who’re on the front lines have access to great information and should be welcomed to contribute. My friend, Dennis Galbraith, of DrivingSales advocates the cohesiveness that must happen between departments at the dealership in order to compete in this socially-connected world. The culture of Social Business is community. The community you’re building around your store’s brand involves your staff as much as your customers. Develop a process for employees to contribute content ideas.
Sales transactions DO happen on Social Media. You have to be listening for the lead. Put these three winning strategies to work, watch engagement rise and your competitor fade into the distance.
Your turn: I love hearing Social Media success stories. Do you have one?