Social media is no longer an option when it comes to digital marketing. Either your dealership has a plan or your competition will move in and eat your lunch.
But there’s more to social media than your typical vendor will let on, because they don’t want you to know how little they’re actually doing to improve your dealership’s social media presence.
The reason this is such a big problem is because there’s real ROI in social media marketing. Facebook, Twitter, and other social networks are more than just platforms for communication. A whole new type of consumer has been trained to participate in this great experiment, and we know how to market to them.
Unfortunately, the vultures swooped in before social media matured into a true marketing platform, and now everybody thinks there’s no real value. That mindset needs to be squashed once and for all. Because on average, Facebook users actually view more pages and spend more time on your website than any other type of user. They also submit leads, share content, and come see you in person.
How is this possible? Well, before I give you the solution, let me tell you about the problem:
Vendors suck at social media. There’s no sugar coating that fact. From what we’ve seen, most vendors duplicate content across their client base, outsource social media postings, and have no plan to ever show true ROI or make an effort to utilize a dealer’s inventory or website content. They’ll take your money, buy your dealership a few thousand likes from users who are nowhere near your target market and call it a day.
At Wikimotive, we see this as the absolute worst way to handle social media. Here’s why:
- Your social media strategy should be localized. The last thing you need is an unrealistic view of your target market’s activity. That’s why we consistently check for irregularities to make sure we’re not wasting your time and money marketing to the wrong people. If it turns out we can’t help you, we’ll actually tell you instead of taking your money.
- The content you pay for should be unique. How would you feel if your vendor was writing the same content for your competitor? There’s no difference here. A successful social media strategy requires original, high-quality content that people actually want to see when they visit a social media site.
- Inventory just sits there, waiting to be set free. Vendors love convincing dealers that they need to pay a premium to list their inventory in a tab on Facebook. Of course, they’ll never tell you that no one, and I mean NO ONE, clicks on those tabs. You’d be better off investing that money into lottery tickets each month.
So what’s the moral of the story? Real content, created by real people, that’s then marketed to consumers in your target market is how you win on social media.