Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Most car dealers don’t think it’s important to have a Twitter page, but I am going to tell you otherwise. Twitter has over 200 million users; they get 300,000 new users each day. Twitter is a platform where car dealers must leverage to improve sales, improve customer service, and to increase your brand. Twitter is a great way to connect with people directly. Car dealers can use this to build relationships with people in their community.
20% of Twitters tweets are about products such as invitation for product information, answers or responses are usually from peers or directly by brand representatives. So if you were tweeting right now you could have people replying to your tweets about your inventory or inquiring about where you are located, so they can tell a friend. 44% of twitters users have recommended a product to others, so imagine you have tweeted about a new car that has come to your lot and some one looks at it and knows a friend who is in the market for that vehicle… you have just made a potential sale, at no cost.
Twitter users send more than 55 million tweets per day, that’s 640 tweets per second. You can only image how many people are on twitter constantly tweeting. If you were one of those people you would drive so much traffic to your dealership you would be overwhelmed.
80% of Twitter usage is on a mobile device, people update anywhere, anytime (imagine what that means for a bad customer experience). As long as you treat you customers with respect imagine what good news they would put out on twitter about your dealership. Also, with over 200 million users reading tweets everyday your dealership traffic is bound double.
You can tweet about your inventory, your sales, or what is happening at your dealership. Twitter has many applications that can help you manage your tweets. If you want to be part of this community and drive traffic to your dealership than sign up for twitter and start tweeting!!!
Here are a few tips: The biggest mistake most businesses make on Twitter is not creating goals for why they want to be on the site in the first place. They set up an account, create a profile, but then do very little with it. The first step in making Twitter a part of your dealership marketing efforts is to decide what you are trying to accomplish. Then you will be much more likely to keep at it. Is the sole purpose to drive traffic back to your website? Do you want to provide dealership news and information about deals to your audience?
If you’re unsure, some of the ways other businesses (including dealerships) have successfully used Twitter include:
1. Answering customer questions and providing customer service
2. Increasing awareness of the business with the online reach of Twitter
3. Networking with vendors, contractors and other professionals
4. Building loyal relationships with customers by being a trusted resource for them
5. Increasing sales directly through special Twitter deals and sale announcements
6. Gaining better understanding of customers by listening to what they are talking about in relation to your business
7. Increasing traffic to your website and improving your visibility in search engines
8. Creating a sense of community around your brand and allowing your customers to interact
9. Being able to both directly research your market and share ideas with it
Implementing an Effective Twitter Strategy for the Dealership
Once you’ve decided what your goals are, it’s important to remember that marketing with social media is not like writing an ad. Talk too much about yourself and just like in any conversation, people will get bored and leave. Each tweet and link that you publish should have your audience’s interests in mind.
Be authentic, and if possible use your own name.
Take the time to create a profile with your branding in the background. This will make you seem more trustworthy and like you plan to stick around.
Contribute useful material, information you think your audience would genuinely like to know. Offer things and talk about what you do from the customer’s perspective.
Post regularly, if not every day then at least several times a week.
Respond when followers ask you questions.
Consistently measure your results on Twitter. Number of followers is often not the most important measurement. When you tweet a link, use a URL shorten er such as bitly.com that provides analytics to see who is clicking and their level of engagement.
Simply following these few guidelines over the long haul will have you standing above the majority of your competitors.
Trends and Benefits Even When Customers Aren’t on Twitter
Millions of people have tweeted billions of times on Twitter, but even so, a large number of your potential customers probably have nothing to do with the site. What you might be surprised to learn is that Twitter can actually help you reach these customers too. As mentioned earlier, Twitter can help increase your visibility in search engines outside of the site. Another way your tweets can be spread outside of the site is by sharing. Twitter makes it easy for your followers to share information with their friends, whether those friends are on Twitter or not. You can also put a feed of your tweets directly on your company website.
Shape the Message
You’ve heard some of the potential benefits of participating on Twitter, but perhaps the biggest reason of all why car dealers need Twitter is because whether you’re participating or not, people will be talking about your business online. You may not be able to control the message online, but at least with a social media presence you will be able to shape and contribute to it.
Contact me for further information and tools to help dealers with social media... firstname.lastname@example.org, or www.e-autopilot.com