Everybody wants to be a diamond but very few are willing to get cut.
What’s standing in the way of your Social Media success? In my day-to-day interactions with people in the automotive industry, I find what hampers their success are their own beliefs about Social Media. Even though it may seem like a “new thing”, Social Media has come into its own as a very viable platform for leads and sales.
I was in yoga class the other day and the teacher said, “Our minds tell us we have to create what we want, but actually it’s already created. Our effort should be spent on clearing the obstacles, the layers of toxic thought that stop us from getting what we want.”
If Social Media marketing is a challenge for you, spend your effort on clearing the obstacles that keep you from getting what you want. Inform yourself, consider what it will take to adapt and for goodness sake, cease having the mindset of failure. Sure Social Media marketing isn’t easy but you’ll never get where you want to go (leads and sales) if you keep holding onto your limiting beliefs. Many automotive and other industry professionals think they have to create “something” when in fact it’s already been created. What you need to do is peel away the misconceptions and excuses so Social Media can breathe and flourish.
I remember in art school my teacher told us the story of Michelangelo when people asked him about his creation of the statue of David. He said, “The marble not yet carved can hold the form of every thought the greatest artist has. Every block of stone has a statue inside it and it is the task of the sculptor to discover it.”
You are the sculptor for your business and your success. You have what it takes but when your head starts talking to you, the obstacles appear. Here are 6 limiting beliefs that are costing you and your business leads and sales:
1. Social Media doesn’t sell cars. Did the newspaper, TV or billboard ever sell cars? No, your salespeople do the selling. Those mediums generate leads. When you do it right, Social Media generates leads. The operative word here is “right.” I see sad Facebook pages and weak Twitter accounts of businesses who are not paying attention. Success on Social Media requires a solid content strategy to attract prospects, an engagement strategy to respond to your fans and build community, and a well-defined promotion strategy to generate leads and sales.
2. My boss just put me in charge of our Facebook page and I have no idea what to do. If your employee doesn’t know what to do, and you don’t know what to do, then how in the world will you know if you’re successful? Do you know what success on Social Media looks like? Just because someone’s under 30 and has a personal Facebook account, doesn’t mean they’re a Facebook marketer. Especially since Facebook continues to make improvements daily and your staff are doing Social Media in their spare time. Get yourself a Social Media coach or trainer to create some objectives for your staff to meet. Keeping them on the “right” path means you get results.
3. It’s a scary place. What if we say something wrong? It’s okay to fail. If you make a mistake, don’t panic. If you say something wrong, apologize. With some finesse, you can turn a negative into a positive. It’s all in your strategy. We’re all human and most people on Social (and in real life) understand that. If you attract a hater, let them be a hater. Many times the community will come to your defense, especially if you’ve built up trust and credibility with your fans. These challenging situations used to be kept on the down-low but Social Media blew the doors off that. Maintain a solid strategy for handling small and not-so-small crises.
4. Social Media is stupid. Yes, I’ve heard this with my own two ears more than a handful of times. Simply put: showing disdain for Social Media is like bragging that you can’t read. Social Media is where your customers spend their time and interact with their friends and family. Not being there to communicate the value of doing business with you is what’s stupid.
5. We just don’t know how. Staying stuck will kill you. Don’t let your fear keep you from capitalizing on the huge opportunities afforded you with Social Media. There are Social Media blogs (like this one), podcasts, books and webinars available to you every single day. Carve out 15 minutes per day to consume content that’s going to help you take action.
6. There is no such thing as Social Media ROI. Ugh, that ol’ chestnut? Return on Investment is only calculated when you have specific goals and measure your results to tie back to those goals. Growing your likes on Facebook, maintaining a 10%+ engagement level, consistently high reach and eventually the number of leads generated are all goals you should set for your business. Measure, analyze, track everything back to your objectives and you’ll have Social Media ROI.
Now you know the obstacles and maybe a few of them sound familiar. Social Media has many rewards. Are you willing to get cut in order to become a diamond?