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Rebecca Ward

Rebecca Ward Marketing Writer

Exclusive Blog Posts

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Engaging Consumers in Your Dealer Market, No Matter What the Size

Every dealer marketer faces different challenges, due to the various market sizes, locations, and more. The trouble is finding out how to engage your market despite what roadblocks you may come across. Really, there are only a handful of concepts that you need to address to boost your engagement and increase your sales.

  1. Set your social goals.

To set your goals, first you have to know what you want out of your market. Meaning, what do you want to accomplish with your efforts here? Are you increasing your fans, are you promoting an event, a specific car, or are you trying to increase site visits? Setting your goals will guide you towards increased engagement.

  1. Who are you reaching out to?

For every area and every dealership, there is a specific customer type.Do you know the most common and best customer type that walks into your showroom? What age are they, what location, do you know their income level? This information will help you understand how to communicate and even which social platform to use. For instance, Pinterest is very popular with females and Facebook has a wide reach. To be successful you have to understand your customers, their social interests, and how they like to be communicated with. Think of this as a conquest to collect information.

  1. Begin your social campaign.

Now that you know what you want and who you’re talking to, begin your campaign. Create your copy, schedule it out on your social platform, create incentives, and run with it. Multiple social platforms are valuable, but you have to make certain to adjust the copy for each platform. Boost your posts to further increase your efforts and reach more consumers. Social campaigns aren’t a onetime thing. Social campaigns should frequently be launched and always be monitored. Remember you have to test campaigns to see if they are right for your area. But remember to promote value, not gimmicks or giveaways.

  1. Make social a habit.

Engagement is about habit, consistency, and reliability. When you reach out to buyers on social media, they are learning about you, following you, and eventually communicating with you. If you don’t quickly and positively respond you are losing the momentum that you build with your campaigns. By interacting with your consumers you are encouraging them to take the steps towards purchasing from you.

Don’t forget to monitor your level of success, i.e., if the reach starts to go down or if the cost of the boost starts to increase while the number of people that will be reached goes down, then take a step back and see what’s going wrong.

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