Recently I had the opportunity to be a guest on AutoConverse "On Air", a Live Weekly Broadcast hosted by way cool car guy Ryan G of AutoConversion.net and got to also meet automotive dynamo Mike Phillips to explore a couple big topics:
1) Where is your ad spend being used?
2) How is social and personal branding evolving the sales process at a salesperson level?
Had a great time and some really awesome conversation, looking forward to the next time Ryan has Mike and Mike back on April 4th!
If you are paying a 3rd party to post on Social Media for your company do you know what they are posting and saying on behalf of your company? Are you sure?
If you aren't inspecting what you are expecting you could end up in an awkward situation having to answer to your followers why your company made statements that may appear to be uncaring or even rude. Turning the keys to your online presence over to someone else could end up in a digital strike out if that company doesn't have your companies best interests ahead of your monthly check... Car dealerships deserve better Social Media, that's why I started Mike theCarGuy! Call me when you are ready to demand more and Supercharge your dealerships Social Media!
Your Dealership Is Losing Deals You Aren't Even Aware Of
I wrote about this back in 2013 (https://goo.gl/TdNRN9) and I cannot understand for the life of me why its STILL happening! Same post, multiple dealers!
My frustration with this type of stuff is this; this vendor is also being paid by the OEM so they are focused more on promoting that brand than where to buy it! They care only that a Ford is sold and not where the customer ends up buying it. As a dealer I was always offended by this because I felt we were paying good money to get some professional marketing efforts for my dealership, to boost our sales and separate us from the other dealers in the area. Two of these dealers are in the same zone, but they probably aren't inspecting what they are expecting and don't realize the same thing is being posted for many stores. Customers may not 'follow' multiple car dealers but if they are researching their next car they may indeed see this same post at multiple pages, and as they say 'you don't get a second chance to make a good first impression...'
Wait... dealers don't know they are getting poor quality social media posts! That's why I started Mike theCarGuy as a company, to help dealers with the highest quality Social Media Management AND to help them understand better what their dealership looks like online so they know the difference!
A Social Media Company Not Pulling Their Weight!
Some time ago I worked for a dealer group that had a full service social media marketing company working for them, I was asked if I could send them info from the dealership for content because the marketing director of the group knew how active I am with social media. As requested I would send a constant flow of emails to the media company as 'thought starters' for social media posts along with pictures when needed. After a very large car show we sponsored and participated I in sent an email to our dealer group along with pics and CC'd the media company as a thought starter for a post about the event. The next day I saw the post, the social media company had made a collage with my pics and actually copied and pasted my email! The email was meant as an internal review of the days event and as much as I'm sure people filling out contact forms at an event realize they will be called it isn't really something I wanted spelled out in an Instagram post!
Reason number eleventy bazillion that I formed my own Social Media Management company, to give dealerships a better quality social media presence!
Mike theCarGuy :)
Your Dealerships Social Media Posts Are Just Not Very Social!
I bet you can remember being at a party or gathering and there is that guy, that one guy that's always handing out his card to people that didn't ask for it and only talking about himself and his business whether its cars sales or insurance.... That awkward silence after he walks away is how your customers feel when they come across a social media post from your business online,
DONT LET YOUR DEALERSHIP BE THAT GUY!
To get a great perspective of your own companies social media presence I always recommend asking a few of your own employees if they follow your company on social media. If they don't that is a problem, ask them why. Chances are its because the posts your company is putting up are not interesting! If they do, ask them to show you on their phone where they follow the company at, Facebook, Twitter, Instagram etc, and ask them for honest feedback about how your company is represented online. Their point of view could be quite eye opening and should be a great start for you to start your social media spring cleaning! Running a business takes up a lot of time and adding the effort of improving your social media image can be daunting, call Mike theCarGuy for help!
"The guy that created our Facebook page doesn't work here anymore..."
GM/Dealer Principals who aren't paying attention to their own dealerships Social Media efforts baffle me! Look I know they have a lot on their plate, the car business is 98 parts chaos and 2 parts insanity, I get it because I spent thirty years living it and rockin at it! At the very least GM's should be aware of who is posting on behalf of their store and from time to time take a moment to check out whats being posted. Often times they will have someone who demonstrates a decent level of Internet knowledge take on the duties of dealer postings, which may be fine however it is very important that more than one person know WHERE the dealer is being represented and HOW to access the profile/postings. There should be a social media policy in place for the store and routine meetings to discuss what is being posted and how its working. There should always be a central location for the site address along with user names and passwords, perhaps a shared file even. Should the employee overseeing the social effort for the store leave and not share all the access with someone else its could result in quite a mess! Lately I've had the chance to speak with potential clients who have numerous social media pages that haven't been updated in MONTHS. Its also not uncommon for a dealership to have multiple pages set up in the same site, ie Facebook etc, because the person who set up the first one left and no one knows how to get in and keep it going. This kind of mess can easily confuse potential customers and also misdirect possible traffic. There should be a central place where ALL the listings, profiles and pages for the company are listed with user names and passwords and it should be kept up to date. I know for sure that when a salesperson departs a dealership the first thing that happens is they are blocked from the stores CRM and other sites they have access to, why would the digital brand of the dealership be any less important? Good question right? Your thoughts?
A post on Bloomberg caught my eye this morning, and yes I do read Bloomberg! It was about the rise in interest rates and how it could have an effect on auto sales. It made me think back over my thirty years of selling cars and remember times when customers hugged me for getting then the super low rate of 11.75% on their car and also of the advise I have shared with many new salespeople coming into auto sales over the years. Here are my thoughts on the rise in interest rates, what are yours??
Its almost time for Spring Cleaning and the first place for your dealership to start is your company's Social Media! Ask a few of your own employees if they follow you dealership online, and tell them to be honest! If they don't follow, that's a problem! Ask them why, it will be an eye opener I promise. If they do, ask them if they like or share anything that the dealership has posted and tell them honesty is ok that you can only fix what you now about and genuinely want their feedback. Chance are, they don't like many posts from the dealership and that too is a problem. Luckily, Mike theCarGuy can help :)
When a consumer searches online for the solution to their problem the results they see from the search engine are based on the content, how current and how relevant to the search terms the sites are. If your company is not active on social, not just generic lame kitty pic posts either(!), they likelihood of the consumer seeing links to your reviews is very high. Not many company owners like reviews sites but you know who does? YOUR customers! When they see many review sites listed for your company the WILL click and the WILL read! Its imperative that ALL reviews are replied to with more than a copy and pasted non specific response, it shows potential customers that your company is gracious and also willing to address concerns when they arise. Take the time now to do some spring cleaning, get into all the sites and make sure your company info is current and then reply to EVERY review! Need help? Call Mike theCarGuy :)
Hey there, I'm Mike theCarGuy and here are some of my thoughts about cars, the car business and sales! Take a look around, maybe you will learn something or at the very least find your self smiling, and if you do... leave me a comment so I know I at least did something right! Thanks for stoppin by...
Need to reach me?
Call or Text: (909) 213-5475
22421 Barton Rd Suite 523
Grand Terrace, CA 92313
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the Car Guys reads:
Bloomberg (yes, Bloomberg!)
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Used Car Ricky.com
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