The advancement of automotive technology and how the information is delivered to consumers has enabled automotive consultants to increase their revenue potential in more ways than ever before. A well informed customer as well as the ability to show off the products “bells and whistles” is a win win. Customers are more likely to travel further… The average distance that a buyer travels has grown since shoppers largely depend on the internet to become savvy consumers. Consumers who research a new vehicle purchase online averages 32.4 miles away.
Believe it or not I am still taken back by the amount of naysayers that fear and are apprehensive regarding the use of social media.
One of the fastest ways to lesson a customer’s defensive behavior is thru social media engagement.
To help put it into perspective I suggest you think of it as just another tool, to assist with lead generation and prospects that can grow your business and drive more sales your way.
The fact is with the increased use of online search and research being done automotive professionals must consider social media as a tool that can give us the edge we need to succeed. When marketing yourself the goal should be to deliver and communicate value, and to create long-term relationships.
Developing your relationship marketing skills:
I once heard a financial guru say his most successful stocks were found as a result of watching how his wife shopped. You’re most valuable research & data is likely right under your nose. Pay attention to your loved ones shopping patterns and you will be able to build fantastic social media campaigns.
"Social" Marketing is an underutilized method.
This is where you educate the consumer on doing business with your dealership beyond the purchase of the vehicle and the benefits in which this practice offers to society. Keep your "community" informed on the extensive efforts put forth by your dealership that build a strong local community.
For example the creation of jobs, generating thousands of dollars in tax revenue and the many charitable contributions made on your dealerships behalf.
Internet marketing should always be combined with other traditional methods.
Whether your message is delivered via email, tv radio or billboard, draw your audience to your website and or social media pages.
Keeping connected with your customers through social media encourages the consumer to share in the process of buying a car with friends and family.
Creating a transparent environment allows our customers to understand what we do while exhibiting accountability for the goods and service we provide. This ultimately builds trust and loyalty.