Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Everything I read about social media marketing seems to be on the right track just to the wrong destination. To often we try to promote the dealership we work for or the units we have on the lot. Most dealerships have budgets for doing this on their own through mail, radio, t.v., including the all the social networks. As salesmen and saleswomen (unless its your job to promote the dealer) we need to start promoting ourselves, the public is saturated with the ads our dealerships constantly have going. With the multitudes of tools available most for free we need to turn our focus on making our online presence more personal. It seems to be the only thing really missing from the overall efforts we put into our internet marketing, imagine the difference in a posting on Facebook or YouTube when you add your personal touch to things, when you pour a little bit of your self into what would other wise just be another posting of a vehicle you have or a special your running. It goes from being one of thousands of ads a person sees to being a genuine post about something your passionate about. Its called social media for a reason. It also brings to the table one of the most important factors in the sales process, sincerity, it completely changes the way the post is viewed. In a nut shell what I'm trying to say is I think we are over thinking the way we do things in social media, we should approach social media as is if we were just posting content to just show our friends. Take all the science and math out of trying to market our pages and just start making genuine connections with people, rather than blasting information and getting unqualified and often useless responses. Why not use the same amount of time and connect with a couple of qualified and interested prospects, as I have said its social media treat it as such and get the best results. People don't go to Facebook or Twitter to read about what your trying to sale them they go there to see what their friends are doing or whats happening in the world around them. So become one of those friends, become apart of the world around them. If you can each day just make one friend or create one connection, is that not far more valuable than generating a post and getting likes or comments, I believe it is. The time spent creating content for a page, promoting that content, then managing all the response to it can be used to make one single qualified connection. Do the math say you spend a good hour and a half creating the content, then another thirty minutes posting it everywhere and promoting it,then another hour replying to responses to the content. So were talking three hours of work spent on what may generate a couple of prospects that may or may not be ready to buy and may or may not even be able to buy. Instead lets say you spend the same time just talking to people making connections getting to actually know them before trying to sale them anything(the first product you have to sale is yourself) you can find out right away the things you need to know to qualify them. No everyone you talk to will not want to buy a car, no not everyone you talk to will be qualified, but you have met this person you know a few of their likes, you know where their coming from, so you can put them in your CRM and continue to talk with them as time goes on. These forms of media were created to put friends in touch with each other, and to create new connections. So why not do just that make it personal, make it your own, just letting the prospect know your just trying to know them will go alot further than constantly selling them because as we all know NO ONE LIKES TO BE SOLD!!!