Have you tried to explain the value of Social Media marketing to your boss or manager and felt frustrated when they “just don’t get it”?
Does it sound something like this? “Oh, if I could only make my boss understand how valuable Social Media really is!”
Call it an educated guess but there are a lot of you out there. Your Social Media tip-of-the-week is….
How to Get the Boss on Board
First, you have to be on board with more than a vague approach. It’s easy to just complain about it and go on with life. If you really want to make an impact, you have to get serious. Dealers and other business owners don’t spend money on anything unless they can see it will benefit their business. Prepare strong points, with facts, and be willing to ask for a 20 minute meeting to go over it with them. When you take it seriously, they just might listen!
Get Their Attention
Present compelling stats (in writing) like these from Edison Research that establish facts your potential audience:
- Facebook is the most frequently checked website on the internet
- 852 million daily logins
- 25% login five times a day
- 3.2 billion likes and comments everyday!
Define and Emphasize What Value is for Them
Use an analogy that illustrates it in their language. For example, most bosses remember what it was like before cell phones. These devices were revolutionary in their day but they’re commonplace now. TV, radio and even newspaper advertising were relevant in their time. Today, 96% of customers are online. Let them see the value in tapping into that market.
Facebook ads should be a part of your overall Social Media strategy. Facebook ads are a language your boss speaks fluently, even if they’re not ready to acknowledge it. Spotlight how social advertising has become uber-efficient at targeting the customers most likely to buy from you. Here are the Facebook ad options you have:
Illustrate ROI (Return on Investment)
Good business decisions are based on getting the best solution for the least cost. You already know Social Media is cost effective and can generate leads. To persuade the boss, illustrate ROI by setting some clear goals (with time deadlines) and ask for a reasonalbe budget to meet those goals. Your commitment to those goals will demonstrate your trustworthiness in reaching them. Once you’ve achieved some results from your effort, tie your results back to your goals and show the boss the cold, hard facts.
Don’t Oversell It
Social Media is not all kittens and unicorns. It’s NOT free, it’s super hard work and it takes a solid strategy. Don’t make it look easier than it really is. Be bold and transparent about what it takes. Provide the boss with a list of Social Media manager’s duties so they know how much this commitment really is. If you don’t have one, click here for Kruse Control’s Social Media manager job description.
Highlight the Effect that Content has on Prospective Buyers (especially the content you publish yourself)
The best brands are using content to beat their competitors. If a potential customer has read 30+ pieces of your OWN content, you have an 80% better chance of closing the sale (Marcus Sheridan). Providing information (especially useful information prospects didn’t know they didn’t know) moves your store into the post position. More stats to support your claims:
- 61% of people feel better about a company that delivers custom content and are more likely to buy from that company. (Content Marketing Institute).
- Companies with an active blog report 97% more leads (Content+)
- Clicks from shared content are 5 times more likely to result in a purchase (Voltier Digital)
Don’t Forget to Sell the Easy Wins
I find there’s a short wall to climb when you tie online reputation in. Every business must present their message where customers spend their time. Today, people share their thoughts about buying, they discuss their purchase and sometimes they share reviews, all on Social Media. 71% of those who receive positive Social care are likely to recommend your brand to others.
Show the boss how important it is to maintain your profile. Design processes to combat negativity and sustain your store’s reputation and offer a plan on how to implement it. That way, when a crisis happens, you’ll be ready.