One of the things I like best about Social Media is it gives businesses the chance to connect with their customers on a deeper level. This allows the business to know more about who they sell to so they can deliver more of what the customer wants. Social Media also allows the customer to align themselves with brands who matter to them.
I was looking for a new pair of glasses the other day. I had heard about a company called Fetch Eye Wear. They offer high quality frames at affordable prices AND they believe (as I do) that buying the things you need should support the things you love. They donate all profits to The Pixie Project to improve animal welfare through rescue, veterinary care and education. They let you try on the frames at home (free shipping and return) too! I love when I get what I want.
Legendary car dealer Carl Sewell famously said, “Find out what customers want and give it to ’em.”
The only way to find out what your customers want is to know who they are. The days are gone where mass advertising blocked communication between the seller and the buyer. We have a two-way conversation now which gives businesses an opportunity to really connect with every person in their local community. We can deliver great content though Social channels and attract those most likely to buy.
Content strategy is a strange phrase. It’s not something we’ve heard before in automotive marketing. The fact is, it’s always been there but businesses never had to really think about it. We left that to the advertising companies. Content has always been valuable but now it’s even more prevalent because customers are searching for and expecting purchase information online.
Content strategy is your mindset, culture & approach to delivering your customer’s information needs in all the places they’re searching for it, across each stage of the buying process. The channel you choose (Facebook, Twitter, Blogging, YouTube, etc.) is the one where your customer spends the most time.
Designing a content strategy for your business’ Social Media can be challenging. If you’re new, it helps to have guidance from a strategist with industry expertise. A content strategist is someone who defines the content you’re going to publish and why it’s published in the first place.
What would happen if you asked your salesforce to identify their ideal customers? Chances are they wouldn’t know where to start. This is why a lot of dealerships and other businesses are having a tough time with Social marketing and the answers are vital to your success. Outsourcing doesn’t make it easier. You and your staff are the only ones who can really know who your customer is.
There are two questions to answer that will help you start developing your content strategy:
1. Who is my ideal customer? Define the identity of your customers.
- Where do they live their lives everyday? Describe the community’s characteristics and attributes.
- What do they do? Outline their general lifestyles such as professions, activities and groups they affiliate with.
- What challenges do they face everyday? Especially when it comes to shopping for your product and/or service.
2. Are we using the correct voice? What you publish speaks for you. Is your content relevant to those ideal customers you just identified? It’s okay to publish information about your products/services but pay close attention to the frequency and make sure your audience is engaging with it. Ask yourself: Would I like this page based solely on this one post?
Identify who you’re trying to reach, who’s most like to buy from you, and design content strategy around them. You’ll start attracting the right customer for the right reasons.
Social Media has cleared away all the fluff. We used to broadcast messages to the masses with hope that a few would hear us and decide to buy (and the decision was usually based on price). Now we can laser target our time, effort and budget to be much more efficient. It takes know how and not everyone is cut out for it. Make the decision to dive deeper into content strategy. Engage your ideal customers and increase leads and sales.