3 Effective Ways to Use Social Media to Debunk the Stereotype

- February 12, 2012

If you ask most peo­ple where buy­ing a car is on their “com­fort scale,” many reply some­where between a root canal and chron­ic diar­rhea. Those of us in auto retail know how uncom­fort­able it can be and for years, many deal­ers have worked hard to fix that. We all know the stereo­types we’ve had to live with day in and day out and the buy­ing pub­lic is ready for a change.

Think about when you’ve made a pur­chase with some­one you know, like and trust. What’s your ener­gy lev­el dur­ing that trans­ac­tion? Calm, peace­ful and har­mo­nious. Social Media is your tick­et to estab­lish that trust with your cus­tomer. You have a com­mu­ni­ca­tion tool that allows you to inter­act with them on a reg­u­lar basis with­out inter­rupt­ing their day. You earn the right to send mar­ket­ing mes­sages by not bom­bard­ing them with mar­ket­ing mes­sages. Your cus­tomer trusts you and ignores the stereo­type.

Here are 3 effec­tive ways to use Social Media to estab­lish trust with your cus­tomer and debunk the stereo­type:

1. Help Them Buy From You. What are the fre­quent­ly asked ques­tions about the car buy­ing process or ser­vice process? Each one of these can be a blog post or a sta­tus update on Face­book or Twit­ter. See your­self as your cus­tomer does and come from a sup­port­ive space. Help them buy so they remem­ber you as the lik­able expert–so they think of no one else when it’s time to buy.

2. Show Your Cards. What makes your store unique? Why do your cus­tomers return again and again? Be open and trans­par­ent. Peo­ple want to know who they’re buy­ing from, they want to align them­selves with brands that have shared val­ues. Use Social mar­ket­ing to con­vey what you stand for, who you sup­port in the com­mu­ni­ty and why you do what you do.

3. Repeat Buy­ers are Gold­en. When some­one who’s pur­chased from you before returns to buy again, that is a sig­nif­i­cant event! Whether it’s to pur­chase a car or to get their car ser­viced, these folks are your “brand advo­cates.” Social Media allows you to stay in con­tact with them reg­u­lar­ly. Ask for refer­rals. Ask for a video tes­ti­mo­ni­al. Ask them to guest blog! Involve them in your mar­ket­ing so that poten­tial buy­ers can observe how you treat repeat buy­ers. You make them part of your com­mu­ni­ty and oth­ers will want to join in.

READ the entire blog arti­cle by Kathi Kruse, Founder of Kruse Con­trol, Inc. can be con­tact­ed at [email protected] or by dial­ing 714–251-8440.


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