Five Ways to Take Advantage of Social Media
Social media is quickly becoming one of the most relevant tools to reach potential buyers. It’s becoming more effective, more targeted and is still relatively inexpensive. Audiences continue to grow and social media has more and more influence. In fact, eighty percent of car buyers said they were more likely to turn to social media for advice than a sales associate.1 Dealers are fighting to figure out how to leverage social media to get new customers in the door and to get past customers to promote their dealership. So how do you make your mark on social?
People engage with content that matters to them, so talk about what matters to you. Talk about events in the community that relate to your dealership, share information and tips like how to change your oil, and talk about new and exciting cars on your dealership lot.
People will scroll right past generic messages or canned responses. Talk to your audience just like you would talk to them in your dealership. Use social media to showcase your dealership’s personality — highlight your employees and talk about what makes your dealership unique.
Social media fails when you don’t have a plan. Your team might get fired up about it and start posting, but without a strategic plan, your voice and content might not be cohesive, and you’ll likely start to forget to post when the excitement fades. Use a calendar and align your strategy to your overall business goals.
Including images or video with your content is essential in driving engagement. On average, posts with an image get 98 percent more likes than posts without an image. So make sure you’re taking photos of those new cars on your dealership lot!
Putting yourself out on social media means your customers are going to want to reach out to you. In fact, 34 percent of people say social media is their top choice for customer care. When customers do come to you with issues or complaints, don’t deflect. Acknowledge, apologize and respond transparently about how you’re going to fix their problem.
Social media doesn’t have to be that complicated. Watch the video and follow these easy steps and you’re on your way to success.
1CrowdTap Poll of Car Buyers, 2015