by Kathi Kruse
What makes you choose one clothing store, contractor or florist over another? Chances are it’s their success in identifying what makes them unique and broadcasting that message to the marketplace. Going into 2013, dealers and all businesses need to take a page from those memorable business’ playbook.
The way to communicate that you’re better is by actually figuring out how you’re better. You can’t send an empty “we are better” message anymore like we all used to do. Today, you have to dive deep into the facets of your brand.
1. Determine what sets you apart from the pack. What are your core values? What do you want to be known for? Be specific. Authenticity has a way of rising to the top on Social Media. For instance, take the subject of online reviews. Ratings platforms need to be optimized and managed internally. What Google or Yelp say about you is exactly what customer/prospects are basing their purchase decisions on. When there are few reviews and one or two are negative, that tells me your missing an internal proactive process to capture and build your reviews. When your profile has a lot of reviews and a low score, that represents a deeper cultural issue that will take superior leadership to rectify.
A key element of Social Media marketing strategy should involve the development of your brand values and how you would like to be perceived.
2. Define your unique selling proposition.What do you do better than anyone else? It’s something that can’t be copied. Deliver a clear-cut, marketable benefit to your customer. Give yourself a significant advantage over the other players.
In order to have a unique selling proposition, you can’t attempt to be known for everything. You have to make a stand for something. You have to choose what your business will stand for and what you’ll be known for. By making a stand and choosing something that makes your business unique, you’ll become known for that unique quality and stand out from the crowd.
3. Use pain to your advantage. Identify customer pain points and main frustrations with the auto industry. Devise a marketing plan to address those concerns. Every person I talk to (who’s not in the car business) asks me for tips on buying and selling cars. What would happen if you wrote a white paper on the “30 things you need to know before you buy your next car.”? Use Social Media to promote that white paper and give easy access to it via your website. People crave information, especially when they have to make a decision around “big-ticket” items. Be helpful. Be interested. Be human.
4. Leverage your employees’ unique selling proposition. Your front-line personnel are the ones who talk to your customers every day. What are your employees saying to your customer when you’re not looking? Identify each employee’s core values and unique selling proposition. Capitalizing on their strengths can mean the difference between closing sales and not.
Kathi Kruse, an Automotive Social Media Marketing Expert, Blogger, Author, Speaker and Founder of Kruse Control Inc.