For some dealers and other businesses, there’s an apprehension to start or continue forward beyond baby steps on Social Media. It can seem like a bridge to nowhere, or even a bridge to death. As the consumer becomes more and more social, commerce transitions to Social Business. How can you take the leap and supply yourself with the best possible outcome?
I hope I have a few Monty Python fans out there. You’ll remember in the movie, “Monty Python and The Holy Grail“, their quest for the grail takes them to the Bridge of Death. The keeper of the Bridge, a gnarly old man, says he’ll let them cross the Bridge of Death only after they answer 3 questions correctly:
For some dealers, Social Media seems like the Bridge of Death. Have faith, I’m here with 3 questions to ask yourself and your team before you cross the bridge into Social Business. Answer these and you’ll lay the groundwork for success:
1. What are your goals? Before any quest, you must establish goals to move your team in the right direction. You’ll also be able to analyze and compare your results. Generating leads should be at the top of your list because it’s the goal of all marketing. However, most Social Media leads look and act unlike the leads you’ve seen before. With your goals in place, you can direct your team to monitor, listen, respond and engage.
2. Who are YOU (your brand)? Asking this question is not something we’ve been doing much in automotive marketing lately. In my book, I talk about Cal Worthington, a well-known Southern California dealer in the late 70’s (who’s still going today BTW). He branded himself as the crazy guy on TV who would “stand on his head, ’til his ears were turnin’ red…Go see Cal, go see Cal, go see Cal.” You can say what you want about him but when I’m speaking to large crowds I mention him and EVERYONE in the room smiles.
What is unique about you and your store? Do you have a legacy, are you a 3rd or 4th generation dealer? What causes do you champion in your community? What rockstars do you have working for you? These are all glimpses into what makes your dealership’s brand stand out in the crowd. Knowing what makes you YOU will define your path to successful Social Business.
3. Who is your customer? The answer to this may seem elusive but it’s actually quite simple. For those of us who’ve been in the car business for awhile, we are great at knowing our customer. We just don’t realize how well we know them sometimes. Break things down by each model you sell. The customer who drives an import compact car is far different than one who drives a European luxury sedan. The F-150 driver has certain interests that the Nissan Juke owner would never be interested in. Once you can identify who your customer(s) is, it will be easier to start creating content that’s relevant to them.
Answer these 3 questions correctly and you’ll successfully cross the bridge to Social Business. To attract today’s shopper, you must make the quest. If you need a hand, reach out for a safety line and hire an automotive Content Strategist. A connected, engaged audience is not the Holy Grail. You can achieve your goals! It may seem like a Bridge of Death but actually, once you cross it, your Social Business is on it’s way.