Social Media marketing is a great way to boost interest in your brand and increase leads and sales. But are you aware of the precise types of content that will make your marketing successful?
I see dealerships and other businesses jump into Social and many lack the solid foundation with which to build their online community. Social is a medium just like TV, radio or print. You must first design a marketing strategy for your audience. To succeed, you must break things down in order to build it up.
Your Social Media house is only as strong as its foundation. The key is to start with a sensible and effective marketing plan that includes development of your content strategy. You need to design what you want to share because it will be what drives the engagement on your page.
What is content strategy? It’s 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. It takes a solid plan to pull this off.
Winston Churchill once said, “He who fails to plan is planning to fail.” Nothing could be truer with respect to your Social marketing. It’s the planning that must come first before you move out into the world of Social Media. Many times people skip over the planning and then give up because, “It didn’t work for us.” Without a comprehensive plan, three things will happen:
- You won’t be ready for prime time and you could potentially damage your reputation.
- You’ll waste your budget on things that you don’t need.
- You won’t generate leads and sales.
The first steps of your plan will be to focus on who you want to reach and leveraging your already-existing customer database is a smart move. They are most likely to want to connect with you on Social Media because they’ve bought from you already. Their “word of mouth” has always been the most valuable form of marketing. They carry a lot of weight when they rave about doing business with you and Social Media amps that reach.
Of course it’s important to include a spend on advertising to acquire new customers. But constantly focusing on new customers and ignoring the huge opportunities available in engaging your repeat customers is one-dimensional and leaves a lot of money on the table to be scooped up by your competitor.
Providing content to satisfy your customer’s needs is difficult and sometimes tricky. People are becoming more and more accustomed to getting what they want, when they want it. Dealership marketers must make every attempt to understand the customer – their likes and dislikes, their problems, their interests – so they can design a content strategy that’s relevant to them.
There are 3 categories of content that are most ideal and should factor into your overall Social marketing plan:
1. Personality. This type of content focuses on subjects outside of your store, your products and your services. We’re talking about fun, humorous and engaging content that people generally enjoy seeing and interacting with. Irresistible community-related stories and interesting subjects that peak peoples’ attention are what you’re going for. It’s the hardest type of content to produce and it gets you the highest engagement. Drilling down and brainstorming with a content strategist will certainly help you get traction and move you quickly to where you want to go. It is an art and not many people have the gift. (Percent of total content: 70%)
2. Brand. This type of content revolves around your dealership’s brand – the characteristics that compel people to buy from you. This would be things like interesting stories about your customers (with pictures), video interviews/testimonials, coverage of local events that you’re participating in, your blog posts, “How to” videos and certainly anything focusing on employee recognition. (Percent of total content: 20%)
3. Product. Here’s where you get to share specials and spotlight cool features of your vehicles and related products. Service specials work really well here and very often generate organic leads in the comments section. Most everyone knows by now that Social is not a broadcasting tool but don’t be afraid to post sales-related content. You’ve worked hard to build trust with the audience and you’re allowed to reap the benefits. (Percent of total content: 10%)
Take action now. Develop your Social marketing plan utilizing these 3 valuable types of content. You’ll see the results you’re looking for sooner and with more consistency. Build it the right way and they will come.