Forget the Billboards: 74% of Consumers Rely on Social Networks to Guide Purchasing Decisions

Social media holds a powerhouse of capabilities for your dealership. And don’t let the name fool you; it’s not just for socializing. It’s being utilized for everything from shopping to research to networking and pretty much anything else your mind can conjure up. Social media’s importance to consumers is becoming more and more apparent as higher numbers of individuals lean on various networks like Facebook, Twitter, Pinterest, Google+, and others to guide their purchasing decisions. In fact, a whopping 74% of consumers now rely heavily on information gathered on social media to influence their purchasing decisions, a statistic that should pique the interest of any business looking to grow in today’s marketplace.

What does that mean for your business? It means many things, but first and foremost, before you consider spending money on things like billboards, newspaper ads, or television spots, you should take a long, hard look at how you can best position your brand on social media. With such a high percentage of consumers turning to social sites as a guiding presence when it comes to purchases, it’s in the best interests of your dealership to create an online social presence that highlights your brand, grabs the attention of your audience, and keeps you front of mind with shoppers. Online influencers—those who have significant networks and the ability to affect opinions—play a huge role in the success of your dealership, and when you begin to leverage the brand influencers you already have, you’ll be a step ahead when it comes to positioning yourself for social media success.

The fact that such so many consumers are impacted by the influence of social media is a sign of our increasingly-connected world, and in order to remain relevant in our highly-mobile society, it’s necessary for businesses to take the logical step of ensuring they are fully present where their consumers are doing business. When you think about it, being online and aware of the things that influence your shoppers allows you the opportunity to effectively promote your business and respond to consumer needs in a timely manner. If you’re busy going door-to-door handing out promotional flyers while everyone else is interacting online, you’ll miss out on a majority of your potential sales.

Rock Your Business With Social

Have you ever gone to the gym and seen someone working out while jamming to tunes on a vintage Discman? You KNOW the sound from your Beats By Dre™ is WAY better, but Retro Guy across the gym needs to experience the difference and really be educated about what he’s missing before the realization finally hits that the day of the Discman is over. The old ways of marketing have gone the way of the Discman, and while some people are still using them, they’re not nearly as effective as what your dealership could be doing.

The thing to remember is when consumers rely on something—in this case, social media—it’s a telltale sign about where your business needs to be and what you need to focus on. Consumers have the spending power, and right now, 74% are informed by social media when it comes to making purchases.

Why? We live in an age of speed and convenience, and online not only can consumers research products and get feedback from previous purchasers, they can also make purchases and leave their own product reviews for future buyers. Done correctly, the power of social media has the ability to shine a positive light on your business, highlighting your products and services and engaging consumers in order to drive more traffic to your dealership.

What Should You Do?

As a busy dealership, you may be wondering exactly how you’re supposed to tackle the world of social media successfully. The key is in knowing you aren’t expected to become a master of every network in one day; in fact, select the two or three social media networks that will work best to highlight your brand and plan on focusing your time on those as you get started. Chances are, most of your employees and customers are already on sites like Facebook and Twitter, so those are probably great places to start when it comes to engaging your influencers and getting the word out about your brand, what you offer, and sharing high-quality content. Check out some of the ideas below to get you going in the right direction and keep you from dropping all your marketing spend on billboards and high-dollar mailers with non-quantifiable results:

• Get out there. The first step is to go where your consumers are shopping and researching—and that means making your presence known on social media sites. Don’t let the technology or the analytics intimidate you; instead, make a plan and let your customers know you want to contribute to the sites that save them time and offer them convenience.
• Offer valuable information. You’ve heard the 80/20 rule on this site before, and that’s because it’s important. Make sure 80% of your content is valuable information that addresses customer problems or challenges, leaving only 20% for sales-related content. Don’t inundate your audience with a hard sell; instead provide interesting content that will make them want to come back for more. Got great advice about the safest way to change a tire? Share your knowledge and become a trusted source.
• Know your audience. When you get to know your consumers, you’ll have a better idea of their pain points and what you need to offer as a dealership in order to gain their trust. By being present and interacting with consumers online, you’ll get to know them and be better equipped to meet their needs.
• Create and customize. Whether it’s a personalized look and feel to your page or whether it’s an event at the dealership, you’ll begin to stand out from the crowd when you take the time to stand apart and, in turn, invite your consumers to be a part of your presence—both online and in the community.
• Include customers. Everyone likes to be the hero of a story, so be sure to share customer photos and videos whenever possible and thank those who are helping to make your dealership a success. Remember, positive interaction will give way to sharing, commenting, and even more social followers.

By including social media content in your marketing plan, you’ll be sure to gain connections, increase engagement, and boost the bottom line for your dealership. Consumers are hungry for businesses that are able to meet them where they are shopping and researching, offering them the speed and efficiency they demand in today’s fast-paced world. Social sites that enable and facilitate smoother shopping experiences are just one way technology is managing to align with the lifestyles of today’s consumers, and by offering valuable content and information via social media sites, you’ll be demonstrating that your dealership is ready to meet shoppers where they need you most.