Your dealership’s Social Media marketing is designed to do one thing: generate leads. Of course there are various tactics you can use but it’s all about generating quality leads and following up with them. If some of you are scratching your heads wondering how in the world you can make that happen, I have the answer that’s going to let your anxiety take a vacation. Before we talk about that answer though, let’s review a bit, shall we?
Remember in the 90’s when we could delegate the Internet responsibilities to somebody in the store? Wasn’t there somebody who could fit “IT stuff” into their daily routine? As time went on, we had to admit that it was a full-time job and the only way we were going to get leads out of it was to devote more time and effort.
Today, dealerships don’t have that luxury. Internet marketing, including Social Media, requires your full attention if you’re going to succeed at developing your market. Think about it, when you’re considering a purchase or you talk to a customer service person with an issue you’re having, don’t you expect an immediate response? What happens if you don’t get it? You keep shopping until you find someone who cares about you enough to be responsive.
Car buyers are no different. Service customers are no different. So how can you ensure that you respond to the customer who’s reached out to you through your marketing efforts? Make Social Media part of our dealerships’ lifestyle. There’s no place for “I can’t find the time” anymore. You make time in your life to work out, to play golf, to attend your kid’s soccer games. Your business deserves the same devotion.
Incorporating Social Media marketing into your daily operations is what will make it work–you’ll create interest in your store and generate high-value leads. Social Media leads are warmer than other leads: I like to call them “nurtured leads”. These folks have developed a relationship with you online, you’ve shared good information with them, you’ve engaged them in conversation. Nurtured leads have 9% higher average gross and 23% shorter sales cycle. Have I got your attention now?
The decision to make Social Media an integral part of your store’s marketing strategy is the key. Reallocate your advertising budget to cover the cost of dedicating someone to Social Media full time. Give that person your attention, help them implement a plan that will honor your store’s image. A monthly content strategy plan and a daily checklist will help them get the routine in place.
It’s a new world and dealerships must create the environment where Social Media is as much a part of the culture as greeting Ups on the lot, selling parts at the counter, or writing up a customer in the service drive. The #1 thing that will generate leads for your store is your full attention to Social Media. Are you ready to take action?