5 Social Brand Building Tips for Auto Dealers
In the social era, content is marketing J. We live in times where a ‘Cat Playing Piano” video on YouTube, captured on a cellphone, can beat all your major TV channels put together.
When the cost of marketing is nearly zero, what count are the ideas.No, not the catchy slogans from ad agencies, but YOUR IDEAS - real, flesh and blood stories from your dealership.
Conversations that happen in new car sales. Stories told in the car service lounge. Like it or not, these very stories, told and retold in your circles, are shaping your reputation. It pays to take control of your stories. Now.
1. Always Tell Your Story
Every car dealer is unique. There may be hundreds of dealers out there selling the same auto brand, but each one has a unique promise that attracts customers. That’s why you remain in business and make profits. Find the many conversations that make your story. And tell them.
2. Always Talk to your Circle of Customers and Prospects
In the social era, stories are told in conversations. Invariably,in every conversation, there will be questions to answer.
The conversations will be verbal, as well as on Facebook, Twitter, Pinterest, and more. Increasingly, these stories begin with a "selfie”. Once the story is out, others will have questions.
For instance, a customer who received a perfect vehicle service will talk about it in her circles. Those who listen will ask questions - Which engine oil was used with the free offer? Do they offer pick up and drop in my area as well? You get the hang of it. Always answer these questions.
3. Always Watch for Patterns
Once you are in the groove of a socially responsive dealership, you will see patterns emerging in your conversations. Certain conversation paths will get more results.
For instance, prospective customers asking certain kinds of questions may be turning up more to service cars at your dealership. Pay close attention to these conversation threads.
4. Always Lead with Visual Content
Today, most stories are told with a Selfie. Visual information is not only powerful, it conveys emotion in the faction of a second, making it the ideal lead message for super busy customers and prospects.
Let the image lead, and content follow. The image works like a hook, drawing your audience into the content.
5. Always Measure
Always measure your social efforts. Then focus on areas that work best for your conversations.
Remember to test every avenue now and then. In the social era, media preferences change in the wink of an eye. Dealerships which miss the trend will miss a lot of business opportunities before they wake up to it.
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