How to Adapt in 2013 If You’re New to Social Media

by Kathi Kruse

Let’s face it: Social Media mar­ket­ing is hard. Lots of auto deal­ers and oth­er busi­ness­es invest time and ener­gy in plat­forms to get likes and fol­low­ers and they aren’t real­ly being social at all. Many deal­ers find suc­cess in Social mar­ket­ing elu­sive. It doesn’t have to be if you get the right infor­ma­tion from a trust­ed resource and you fol­low these steps for begin­ners.

These 6 ele­ments are your best roadmap and they’re use­ful to design cam­paigns on oth­er plat­forms as well:

1. Clear Objec­tives. Set real­is­tic goals. It isn’t enough to say you “see” results. Mea­sure­ment is about more than just results. It must tie back to your objec­tives. You’ll nev­er know your ROI with­out first set­ting objec­tives.

2. Great Design. Visu­al con­tent has a last­ing effect on us humans. Whether it’s your sta­tus updates, your land­ing pages or your Face­book ads, what the audi­ence sees is what they’ll remem­ber. Make sure it’s com­pelling and gets the point across.

3. Sol­id Con­tent Strat­e­gy. How do you know what you’re going to post on your page? You must first sit down, get qui­et, and do what I call a “Brand Dis­cov­ery”. What is it about your store that makes you unique…makes peo­ple want to buy from you? Answer that ques­tion in detail. Then, describe your cus­tomer: what are their inter­ests, what prob­lems can you solve, how can you help them buy? Qual­i­ty infor­ma­tion that’s rel­e­vant to your audi­ence is how you build a Face­book com­mu­ni­ty.

4. Pro­mo­tion Strat­e­gy. You need to con­tin­u­al­ly grow your fan base. The best way I’ve found is using Face­book Ads. A small bud­get with care­ful­ly-select­ed pho­tos and ad copy will dri­ve likes to your page.

5. Engage­ment Strat­e­gy. You need a plan on how you’ll engage your fans and build those rela­tion­ships. Des­ig­nate one per­son inter­nal­ly to lis­ten, respond, ask ques­tions and engage with your audi­ence.

6. Con­ver­sion Strat­e­gy. Once you’re grow­ing fans and engag­ing them, you need a strat­e­gy on how to con­vert them into cus­tomers. This more advanced form of Face­book mar­ket­ing uti­lizes Face­book ads and mar­ket­ing land­ing pages. Done right, it gen­er­ates leads. How­ev­er, most deal­er­ships need advice and sup­port. Find the right per­son to advise you and train your peo­ple so you get where you want to go faster, more effi­cient­ly and cost-effec­tive­ly.

Kathi Kruse is an Auto­mo­tive Social Media Mar­ket­ing Expert, Blog­ger, Author, Speak­er and Founder of .

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