Got 20,000 names in your database and only 167 Fans? Why the disparity? Let's take a closer look.
Social media marketing in the automotive space is all about generating leads. And without engaging content, many dealers aren’t producing desired results. Is your ‘Social Media’ manager also the "Internet Manager"– who used to be the 'Used car sales manager'? Is your content focused solely on transactional material, meaning, making that ‘one-time sale’?
Relationship marketing, on the other hand, is focused on building sustainable relationships. Facebook-friendly dealers recognize the power and potential of this type of marketing and nurture their fans with excellent content. It’s not just about a contest or sale. Here are tips on the art of engagement – which will grow, one fan at a time, your sales and retention.
- Content, content, content! Make your content value added. How can your dealership save women time and money? Put out clear calls to action and invite your fans to come forward and comment. Make your content so good customers can’t help but share it. Take a look at the Women & Family Car Buying and Service Guide – we can assist you with this customized site whose articles get auto-posted into your Facebook page – increasing your traffic, time spent on site and leads.
- Become A Facebook Member. Market yourself as a fellow member. Meet the customer, engage them in conversation and literally friend them as a peer.
- Ask Questions. Ask thought-provoking questions that evoke an emotional response. Fans will interact with you if you ask questions. Questions boost engagement.
- Acknowledge Everybody. Add comments like “Thank you for sharing” or “I really appreciate you passing this on”. When you acknowledge your female fans and let them know you appreciate their comments, they will be more willing to share your content.
- Develop A Facebook Marketing Strategy. Develop a strategy and online presence for your dealership. Include testimonials from satisfied customers, value-added tips, and special offers. Actively engage the customer in conversation and supply them with useful information at every opportunity. Resolve their problems. Earn their trust. And be consistent in your interactions with them. That’s what the art of engagement is all about.
