We all know Facebook is right now for dealerships around the nation the #1 choice when trying to engage with customers off-site, next to the biweekly or monthly ownership email marketing “blast” (my God do I hate this term “blast”) and/or dealer newsletter provided by IMN, Outsell, 3Birds Marketing or OnStation.
But I could discover throughout my held trainings and seminars that we as dealers very rarely know about the motives of consumers, why they are following us or a brand – why do they like us. What make fans and followers click?
A recent conducted research of Co-Tweet and ExactTarget came closer to provide an answer. The following motives and answers will possibly help dealerships to adjust their engagement level on Social Media Networks. It will help us further in creating new approaches to “catch” potential customers’ attention.
Here the Top 10 Motivations why Consumers “Like” a Brand on Facebook and Follow
1. 40% want to receive discounts and promotions
2. 37% want to show support for the brand/company to thers
3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)
4. 34% want to stay informed about the activities of the company
5. 33% want to get updates on future products
6. 30% want to get updates and information on future sales
7. 27% like to get fun and entertainment out of it
8. 25% want to get access to exclusive content
9. 22% mentioned they were referred by someone to follow this brand/company
10. 21% want just to learn more about the company
Wow, would you have guessed it. Consumers actually like to receive update and information on future sales!
And by the way, don’t feel bad when you do not have too many interactions, shared thoughts and ideas or provided feedbacks from your “fans, followers and likes”.
The survey found out that indeed only 13% want to interact directly with the company.
So, my suggestion would be: Take the numbers, share them with your sales and management team and start to tailor a Facebook Marketing plan around the findings.
Happy reading, planning and executing...VJ the Social Media Buzzer