“Most people use statistics like a drunk man uses a lamppost; more for support than illumination”
Andrew Lang, Novelist.
If you know anything at all about Armchair Marketing, you’ll know that we aren’t exactly conventional when it comes to statistics. Simply put, we’re the kind of business that prefers good ol’ ‘no-brainers’ to debates, opinions and fancy stats.
So, here’s some stats, that you should absolutely disregard:
- 50% of the UK is on Facebook.
- Facebook users check in 5 times on average every day.
- 9 out of 10 people begin their purchasing journey online.
You see, whatever you think of these stats, if you believe that ‘Some people do this’, then social media presence plays a vital role in helping your business to win new business and stay in touch with your existing customers.
So, if you’re in the mood to learn something new today – then read on!
5 Key Social Media Tips for Dealers.
1. Engage with your community.
Collaboration increases brand awareness & reach. Utilise the power of other people’s audiences.
Do you work with local companies that provide services to your local potential consumer base?
- How about the company that delivers your flowers?
- How about the local football club that you sponsor?
- Are you affiliated with any other local organisations?
Make a plan for collaboration.
Work out who you can collaborate with, how you could collaborate and what your end of the bargain will be.
2. Learn to protect your assets from disgruntled employees, or get a specialist to help.
Social media channels are company assets, which add to the company’s overall value. Sadly they are rarely treated in this way.
Imagine creating a social media account with hundreds of thousands of followers, only for a disgruntled employee to walk away with access locking everybody out.
The highest level of social media access should always be assigned to the owner of the company – even if they do not use it.
Look out for: Naughty contract small-print.
Social media agencies should never, repeat never own or have the highest access to your account.
Watch out for social media agencies who hide sneaky clauses in your contracts stating their ownership of your accounts should you wish to leave them – or worse – a ‘buy-back clause’.
Find out what happened when HMV lost the keys to their social media.
3. Quality not quantity.
The Wyzowl Study Reveals that we remember only 20% of what we read and 80% of what we see. Use images and videos to create an everlasting impression on your customers!
As a car dealer you have access to lots of great visual content. Measure what works for you, engagement is a great metric – how many people like, share or comment on your posts?
- Post pictures with contrasting colours or images that are striking.
- Try sharing videos from the OEM’s.
- Showcase the culture of your business with car hand over pictures, birthday celebrations or the latest dance your team just learnt!
4. Learn the art of storytelling.
Price comes after suitability. Suitability is deemed in the mind.
Tell stories that help your buyer’s to imagine being in the car.
Add meaning to your handover photographs by asking your happy customers why they chose this car, give the buyers a window into people like them.
5. Use platform features properly.
Many people don’t take advantage of Facebook’s large description area. Compared to other channels Facebook allows users to expand and elaborate on image posts.
Combining images with stories will get you double points.
Twitter Pro Trick:
Have you seen the Twitter Thread Feature which is currently hidden away as a little blue plus in the bottom right corner once you begin a tweet?
Why not use Twitter’s Thread Feature to explain how your customer came about purchasing your vehicles and how others could follow the same path – or tell stories about the people behind your business and what your customers can expect.
You might also like: Is Facebook Organic really worth it?
People buy from people.
Social media is a great way to represent your people, your business and your brand. Use it to showcase all that is great.
As we embark on a ‘new normal’, you’ll benefit more than ever from ensuring that your online presence makes you proud and shows off the best picture of your business.
Good luck – and @WeAreArmchair if you’ve found the article helpful!
Hungry for more knowledge?
Check out our Automotive Youtube show and Podcast that highlights people who do great things in the industry.
Watch Dermot Kelleher from eBay Motors Group to learn: What marketing metrics should you look at to drive your marketing spend?
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