For any social media strategy to be successful, it must have a clear purpose behind every tactic. From tweets about this past weekend’s Daytona 500 to upcoming dealership events, it’s not sharing for the sake of sharing but rather sharing with the intention of engaging in conversation and building awareness for your dealership.
For dealers to sell more cars with social media, they must create and promote relevant and resonant content. Here are four tips on how you can get build engagement that matters, and sell cars, via Twitter.
- Be an industry expert, not just another car dealer. Too many dealers make the mistake of selling their Twitter followers on their inventory or service bay, focusing on the dealership’s details rather than information that’s relevant to the everyday lives of their followers. When your followers learn that you’re an automotive industry expert, they’ll trust your dealership when they look for a car. This means tips for tire air pressure, how to handle winter driving conditions, crash test safety results, and so on…
- Create content that applies to the lives of your followers. If I tweet that I’m waiting for a table at a popular restaurant, I may get one or two responses. However, if I tweet that I hate it when restaurants don’t take reservations it would resonate with a larger group of people. Many of my followers would likely retweet my statement because they also hate waiting for a table. It’s something folks can relate to, and can [for the most part] be applied to anyone. Consider the perils of car shopping: We’ve all been there. Here’s your chance to relate to your audience.
- Listen for opportunities. The great thing about social media is that it’s social. Inherently, social media is a conversation — which some folks forget involves listening! While it’s important to share interesting, relevant, and resonant updates with your audience, it’s equally (if not more) important to listen to their updates. You never know when someone may be looking for a new car, helping a friend look for a car, or in need of service.
- Respond to everyone. Whether you’re managing Ford’s official Twitter account or a small used car lot’s, it’s important to thank every follower who asks a question, has a problem, or gives you a compliment. Not everyone will respond, but some will retweet your response because they want their followers to know you engaged with them. Think of it this way, you’re not engaging with one follower — you’re engaging with a much larger audience.
Start with these four tips and you’ll begin to see an improvement in your dealership’s Twitter engagement, which can build trust, and eventually revenue. It’s time to sell more cars with social media! Get started today.