Great companies don’t have to shout at people. I see so many stores’ Facebook and Twitter pages that broadcast marketing messages strictly about themselves. Understandable, of course. It’s how dealer advertising has been done since the first round-shaped piece of rubber hit the road. Social business is a like an earthquake to dealership operations. The environment was stable for so many years, complacency set in. Now that the earth is shaking, it’s time to wake up and adapt.
Social business is not so new for your customer. People spend more time on Facebook now than they do watching TV. And while marketing principles haven’t changed–you still need to be seen and heard where customers live–the message and medium has. Shouting marketing messages falls on deaf ears. Developing trust, being transparent and engaging with your audience gets you heard now. Content marketing on Social networks is your microphone.
Social Media success is still elusive for many dealers and other businesses. Slow adoption and apprehension are rampant. Pushing against the tide is only going to put you further behind the 8-Ball. It’s putting your store at a disadvantage during a time when the difference between you and your competitor is one click or one negative review. Social business has infiltrated every aspect of your daily operations. Employees have adapted to it (after all, they’re consumers too!). Some are even using it to grow their own network using their own personal brand. There’s a groundswell coming from your rank and file. Take their cue: listen and embrace this valuable tool.
Today’s customer doesn’t need one more place to go to find out that you have a deal for them.
They’ve heard it all before and they tune it out. When a Social customer likes your Facebook page or follows you on Twitter or reads your blog, they’ve been promised conversation, engagement and relationships. Give them what they want. Shouting and hoping you’ll be heard to the point of relevance is an exercise in futility.
Content marketing is how your message gets heard today. Content marketing means freely sharing information as a means of converting prospects into customers and customers into repeat buyers. It’s designed around your audience, the optimal demographic for what you’re selling. The #1 question to ask yourself is this:
How Can I Help My Customer Buy From Me?
What are your customers’ pain points? What questions do they ask? What kind of things to they like to talk about? Be informative, educational and helpful. By attracting the attention of fans and followers and keeping them engaged, you become an influence machine. Your helpful, supportive content creates that long-term value proposition you want associated with your store.
We’ve never had a platform so efficient at keeping in continuous contact with the prospect. Today’s car buyer is looking for good, trustworthy information. You are their trusted advisor. Provide your buyer with every piece of information they need to make their best decision. Keep them engaged with your brand along the entire sales cycle. When you help your customer buy, you’re known as the credible, helpful, trustworthy source. The word gets out to the community and you get customers for life!