Do you lay awake at night watching little text bubbles of this above your head dancing their way across your bedroom? I admit, it’s hard getting Facebook fans. It takes a well-designed plan and focused strategy. The strategies and tactics for each dealer or business owner depends on so many variables. It’s a whole lot more than just starting a page and putting up a few status updates. You have to consider your store, your brand, your staff and how all that interacts with your customer. Any way you slice it though, it’s marketing. Facebook is only the medium.
Whatever your marketing goals are for Social Media, your plan of action requires a budget. Now, it’s not anything near what we’ve seen at dealerships in the past but you must be prepared to spend something. Many dealers think, “Oh, Facebook is free so why not jump in.” That way of thinking is actually more harmful than if you did nothing. This truly is the case of you get what you pay for. What’s great is that today you get much more return on your investment than you did with traditional advertising. Facebook ads are laser-focused to who you want to reach and when you use them in tandem with your relevant content, it’s a winning combo. Planning a budget forces you to look for the value and then you’re much more motivated to create a marketing plan. If you take the, “Facebook is free” approach, prepare to have some sleepless nights.
Ah, but where to start. There is one secret weapon you have in your arsenal that most dealers tend to miss. It’s actually two secret weapons working together to gain the traction you need to grow your Facebook fan base. It’s your already-existing network! Your current customers and your employees are your strategic partners in Social Media. With the right foundation, you’re ready to move forward.
Here are 2 winning strategies that are your key to unlock a bounty of Facebook Fans:
1. Leverage your current customer database using email marketing. Design a “drip” campaign to create awareness around your Facebook page. Create a hounding curiosity with the subject line. Make sure you tell your audience what’s in it for them (ie: exclusive fan-only specials) and direct them with a call-to-action. Remember to provide a link to your page. Make it effortless.
2. Nail down your internal process. Create awareness with “Like Us on Facebook” signs, cards, and memos on repair orders, counter tickets and paychecks. Implement a proactive strategy to motivate your staff. Recognize them for a job well done. Hold a store-wide game to reach a milestone: when you hit 1000 fans draw a name out of a hat to win cash. Motivate, recognize and reward is how to get it done.
Quality Facebook fan growth happens two ways: organically and through Facebook ads. Your stellar content that creates engagement, that starts and nurtures conversations, is slow and steady. Awareness causes action. Activity breeds activity. If you use these two techniques I’ve mentioned, your fan base will grow faster and it will be filled with customers who already know, like and trust you. A repeat buyer is always better than a cold call. Tap into your already-existing networks and watch your Facebook page come alive.