Information is power. This isn’t just some fluffy phrase uttered by motivational speakers in hotel banquet rooms. Information leads to freedom and higher profits for your business. When you know more your can do more.
Ah, but how to actually discern truth from fiction. When I talk to business owners lately, I find there’s a lot of misinformation being spread throughout the land (mostly by vendor salespeople who don’t have the same goals you do). Not knowing the truthful advantages and disadvantages of a product or service keeps you in the dark. Staying there harms your business.
I get it. You’re busy. You don’t have the time to figure out exactly whether Social Media marketing is good for your store. That’s actually why I started this blog: to supply dealers and their staff with useful information on automotive Social Media marketing and online reputation management. But even now, after 4 years there are still many who aren’t seeking the information they need to make an informed decision.
Are you resisting Social Media marketing as a way to grow your business?
We all have little gremlins in our heads that compel us not to take action. I get them a lot! Sometimes they’re so loud you think they’re sitting right next to you when in fact, they are an illusion. As a business leader, acting or NOT acting because of gremlins keeps you from your business goals. If gremlins are keeping you from interacting with your current customers and prospects online, it’s time to evict them and choose something better for you and your business.
What are the gremlins saying to you?
Let’s break it down so you can move past this old noise and rock Social Media! The following are some of the most common excuses I hear from dealership managers (and many other business owners). See if any of them sound familiar and let’s walk through the resistance together.
I’m Too Busy
Are you too busy to get more traffic, leads and sales? Take 10 minutes per day to consume information. Don’t rely on vendors to always give you the right information. Just this week I had a potential client reach out to me who’s automotive Social Media provider had given them bad information and their page was suffering because of it.
I’m Too Old
I’ve seen 19 year old receptionists that don’t want anything to do with Facebook. I’ve seen a 55-year-old Digital Marketing Manager at a dealership group who fully embraces Social Media. It’s not the age, it’s the mindset. If you believe you’re too old, you are. Every business leader must push back on this notion. The people that buy your products and services are out there ready to hear your message.
It’s Too Late
While the Social web moves at a high rate of speed, there is always time to catch up. It will take hard work but it’s never too late to bring awesome products and services to those that want them. You need to figure out where those people are spending their time and launch a concerted campaign to attract and engage them. Act now.
I Don’t Like Facebook
I once had a GM of a dealership tell me that he doesn’t go near Facebook because his friend’s wife was on there and met up with her high school sweetheart. She ended up divorcing his friend. Respectfully, that’s not Facebook’s fault. You may have reasons why you don’t want to be on there personally but that’s no reason to completely discount the power of Facebook. The numbers clearly point to the fact that your customer spends time there. Your business should be there too.
I Don’t Know Where to Start
Here’s another case of letting the gremlins win. Taking ONE step today is more than you did yesterday. Seek out a trusted expert and ask where to start. Shine the light of information on that dark room and see where it takes you. The place to start for your store may be different than another dealer’s. There are many components at play including how your dealership operates so discuss this with your trusted expert. Taking everything into account will ensure you start well and get traction early.
It’s Too Expensive
Getting solid advice from a trusted expert is a lot less than you might think. You spend thousands on advertising every month. You can get quality advice and training for your staff at a fraction of what you spend monthly.
It’s Free So It Can’t Really Do Anything For Me
Social Media marketing is not free. The platforms are free by design. They attract users for the same reason as any other entertainment or communication platform – so they can be served ads. Social Media allows you to interact with customer and prospects across all stages of the buying cycle. You need finesse, training, a budget and skillful people to succeed. Done right, Social Media can generate leads and sales and that’s exactly what it can do for you.
Be careful. Watch out for the gremlins’ nasty little falsehoods. Each time you listen and believe, it costs you money.