Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

The Relationship Side of Social Media Marketing

Over the last two years I have met a number of people that see car dealerships and the automotive industry in general, as nothing more than a cash cow. A source of funds for the next best SEO/Re-targeting/think global and act local marketing scheme that it almost boggles my mind at just how much crap is available at a low monthly price that promises so much but only if you act now.

Hell even in the early days of my own selling strategy (with regards to my own product line) I was guilty of doing this type of marketing. So after defining the definition of insanity for just under two years till I decided not to do what everyone else is doing.

I decided that it might be best to focus on building relationships with people that truly believed that marketing, advertising and media was about being creative. That the fun and the passion behind developing a product to connect people to car dealerships was more about doing things right and doing things openly than looking at each transaction as the stepping stone to the next dealership acquisition and the next pay cheque.

We are in an era of information/social overload. 

I like to think of myself as a bit of a marketing guy but I have been called a disrupter who doesn't always listen and more than once has taken the road less travelled. However...

We are in an era of information/social overload. It is a time when the smallest tidbit of information about something can be blasted out to a waiting public that is then retweeted, liked and shared to millions of people within seconds and for what?

If content is king shouldn't we be thinking about the content first?

Is it necessary to share the vast information available to a global public while ignoring our communities and our own social circles? Is it necessary to tweet and share that the Johnson's just bought a car from your dealership and then lather rinse repeat for every person that bought a vehicle as well. 

The tools are not going to change but how you choose to engage with them and utilize these tools are what you should be looking at changing.

I am not saying that this type of content is wrong, but I am saying that there is a much more creative way to do the same thing and achieve even better results that comes across more as a conversation than an advertising gimmick that is deemed to be social media marketing.

We need to bring back the craft of what marketing, advertising and creativity was all about. You don't need to sit in a room and listen to an OEM rep talk about the benefits of social media to your dealership when you should be sitting with the OEM and finding ways to make relationships stronger within communities. Facebook and Twitter are not going away but they are becoming clogged with the same content designed to do nothing more than be ignored unless something familiar speaks to your viewer.

The tools are not going to change but how you choose to engage with them and utilize these tools are what you should be looking at changing.

If you engage on a local and purposed based level then what you choose to say, share, like and post will work for your benefit within your community. Period.

It is much nicer to say that a local community business is utilizing your dealerships commercial vehicle offering than it is to say that we offer commercial vehicles for you to use in your business.

If you engage on a local and purposed based level then what you choose to say, share, like and post will work for your benefit within your community. Period.

It will also also your dealership to not be so gentrified with regards to how the OEM and your dealership interact and in turn reflect your dealerships position within the community.

The world of marketing has always been about building relationships that in turn work to help sell products. As an industry we are marketers, advertisers and creatives much work together to ensure that messages are relevant, timely, community based and creative otherwise it is just noise and like all noise our brains will just filter it out naturally.

With that said, I love working in the automotive industry and I love the product that me and my team are developing and I invite you to connect on a relationship building level to see what it is we do.

Enjoy your weekend.

Edward Curran
Founder
Shift Automotive Apps
www.shiftautomotiveapps.com

Views: 15

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2018   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service