CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
There is a reason your social media icons aren’t doing anything. Simply put consumers will ask--what’s in it for me? While browsing many dealerships websites I found these social media icons slapped on the homepage with no value proposition or very lackluster call-to-actions.
As a consumer, why do I want to connect with you? One dealership thinks I want to be friends while many others did not give me a reason for me to follow them.
While browsing print ads I found the same trend:
There are three things to consider when you are looking to add social media icons to your newspaper ads and online.
1. If you want more people to connect with you on your social media channels, what’s in it for them?
2. If you want more people to connect with you on your social media channels, you must make it easy for them to follow/like you whether its online, in print, or collateral.
3. If you want more people to connect with you on your social media channels, you must ensure there is a clear call to action!
Let’s break it down:
What’s in it for them?
A cosumer goes to your digital showroom and sees social media icons all lined in a row. That’s it? Why should I like your dealership on Facebook/Twitter? What’s in it for me? Can I expect to be updated with breaking news or when new vehicles hit the lot? Will I get to see pictures of your staff? Or maybe I’ll be lucky enough to follow you because you’ll include service coupons/discounts or special follower pricing on a new vehicle!
Did you make it easy?
In regards to print or any other marketing collateral you slap social media icons on--ask yourself, did you make it easy for me to follow you? How do I like you on Facebook? How do I follow you on Twitter? Where do I go? (hint: What’s the URL?). What do I do when I get there?
Also, the homepage isn’t a very good place to place your social media icons. It is already crowded enough with rotating banner ads, new vehicle information, and current specials. Try placing social media icons where it makes sense, in the About Us section, or under Specials/Coupons section of your website to get people to follow you for updates on money saving coupons. You could even make a section on why consumers should follow your dealership.
Where’s the call-to-action?
Dedicate more real estate to your social media icons and add a call-to-action. Let’s be friends isn’t sufficient enough. Again think, what’s in it for me? Something more appropriate would be:
Follow/Friend us to:
Get exclusive updates and money saving coupons!
Be a part of exciting contests and prizes!
Learn how to maintain your vehicle!
I could go on with more examples of good call-to-actions, but I think you get the point.
The next time I’m browsing dealership’s websites and print ads, I hope to find more value in the social media icons dealerships display, and if I do maybe--just maybe, you’ll gain a follower/like. =)