CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
You can look at many dealership social networks and see why they are stuck in social quicksand; you just need to look closely enough to find out what is causing them to not be as successful as other dealerships and it has nothing to do with your make or model.
If you take a close look you will see that many cannot think outside of the dealership, often getting sucked into a cycle of promoting what’s on the show room floor instead of the brand. Here’s the thing, people who want a car already know what they are looking for, which vehicle is within their price range down to the smallest detail of what color, year and style they are after.
When using social networks or social media in general to communicate with others you need to think of what is happening outside of your dealership (this includes the lot) to truly capture the attention you sought for in the first place.
Your local community is full of events that are worthy of sharing and this is your opportunity to not only keep up with the happening’s that are occurring around you, but by sharing them on your social sites. You can also take a stance on rooting for local teams and even giving your community a heads up of games that occur within the different seasons to keeping score for them.
Take time to take pictures of your local area, find monuments, historical places and share the history of the city or town with a simple Google search. You can even turn it into a blog post or series if you have the writing skills, if not, find someone who does.
Take it a step further and team up with local events or businesses to offer promotions and swap to make a great campaign that will highlight each brand. You are a dealership but a business first and you need to work with your community to gain a following all year round, not just when someone needs to buy a vehicle.
This doesn’t mean you leave out cars, shoot a car within the setting as a part of the story; just don’t always make it THE story. If you write about the local museum then take a picture of a car in front of the museum. Tour the town with one of your cars, trucks or vans and make it a series that focuses on your local area with the vehicle as a part of the team.
People tend to want something that strikes up emotion, if a car is featured in a blog post or is constantly showing up on great pictures on Instagram, subliminally you are helping sell that car.
These are just a few tips to help you see more outside of the dealership than from your office window and begin thinking outside the box so you can gain more customers when using social media.
The more active you are within your community offline and online the more people you will attract. Become the interactive bulletin board that people in your local area want to read and your dealership’s name will remain within their minds and help them make that step inside your dealership by you thinking outside of it.
Read more Automotive news on the Automotive Social Network DealerBar.
Erin Ryan is Creator & Editor of Socialeyezer, a Social Media Blog as well as the Social Media Specialists Guide on TheErinRyan. Erin is passionate about Social Media, Writing, and the Automotive Industry. Connect on Erin Ryan's Social Networks through About.me