Social media marketing is growing every day as a result of increasing consumer activity across social platforms. Currently, 90% of young adults aged 18 to 29 use social media—which explains why social affects nearly every aspect of modern business interactions. From the customers who research, learn, and even purchase via social media to the sales professionals who have mastered the art of closing deals on via social, these booming platforms are front and center when it comes to running successful businesses today. To further illustrate the impact social media can have for your dealership, a recent study confirms 64% of sales representatives close deals with social media.
Your customers are researching and learning about products on social media; there’s no question about it. Try to wrap your head around this: There are 2.3 billion active social media users worldwide. (To put this in perspective, as of last July, the WORLD population was approximately 7.3 billion.) With that said, smart businesses are figuring out they need to be on social media, because that’s where their customers—and potential future customers—are interacting, sharing ideas, and even talking about the brands they like and dislike.
Connect & Build Trust
Why social media? The brands that are most successful on social media aren’t pounding their audiences over the head with sales pitches, too-good-to-be-true deals, or even bad news about the competition. Instead, they’re investing their time in building relationships and making connections with consumers who will, in turn, feel more comfortable giving them their business.
Sales professionals are becoming more active on a variety of social media platforms, taking advantage of the information consumers make available online, and as a result, they’re closing more deals. Facebook, Twitter, LinkedIn, and a variety of other platforms are teeming with consumers and brands who are sharing information about marketplace needs and preferences. And businesses that aren’t spending time where potential customers are interacting risk leaving money on the table.
When you build relationships on social media, you’ll have the opportunity to connect with customers, potential customers, and online influencers who can help take your dealership to the next level by promoting brand awareness and recognition. When you focus on connecting with consumers via social, you’ll:
- Build your brand and increase recognition. Build a positive brand image by sharing things that are going on at your dealership, updates regarding what you’re doing in the community, and news about your latest products and services. Be sure to utilize appealing images and post regularly so your followers become accustomed to looking for your updates. When you post compelling content, it won’t take long for your brand advocates to begin liking and sharing your posts, increasing your brand awareness across social media. Be consistent; it will pay off.
- Connect and earn trust. Interacting with consumers on a deeper level outside of the traditional dealership setting helps humanize your brand and add authenticity to your relationships. Build trust and credibility by sharing authentic, helpful content that adds value for your audience. When your customers begin to see you as a person and an ally in the industry, they’ll feel stronger connections and be more likely to stick with you when it’s time to buy.
- Strengthen leads with educational content. Today’s consumers are information seekers, so if you can provide content that educates, guides, and updates, you’ll go a long way toward connecting with them on social media. Be an advocate who helps shoppers through decision-making processes, offer advice and tips, and share relevant information. You’ll strengthen your relationships and earn customers in the process.
- Use your tools. Utilize what you have at your disposal to help you make your social media planning quick and easy. Remember, your employees are great advocates, and if you have a content curation tool like AutoAlert’s FuzeCast, all your dealership employees will be empowered to share online content that will engage followers and drive them to your dealership’s website. By getting everyone onboard and working together to boost dealership recognition, you’ll end up with more opportunities and a better bottom line.
When you get to know consumers on social media, you can gather a lot of information that can help you when it’s time to close deals. Pay attention to their interests, likes and dislikes, and even profile information—all important pieces of information that can tip you off to the vehicles they’re shopping for. A deeper understanding of consumer interests and lifestyles will help your sales team understand what they are looking for in their vehicles.
Your customers are on social media, and they’re sharing. They’re offering information that will help you get them into the right vehicles, so it makes sense for you to spend some time on the platforms where they’re hanging out. When your sales team takes advantage of everything social media has to offer, your dealership will see increased sales, a boost in brand recognition, and customers who are happy with your attentiveness.
Author: Joey Little
Joey Little serves as Director of Digital and Social Engagement for AutoAlert. An expert in customer experience management, he educates automotive professionals at speaking engagements across the country. With results-driven advice and proven industry knowledge, he assists dealerships in reaching their audiences and increasing business via their social platforms.