Now is the time to be thinking about your comprehensive marketing plan. In order to be comprehensive today, social media must be included. David Meerman Scott said, “The rules of marketing & PR have changed. Now buyers are finding answers to their problems online. They search Google, read online portals and news sites and are active on social media like Facebook and Twitter. Your buyers watch YouTube videos, listen to bloggers’ advice and opinions, and visit company websites. Are you reaching them?” (http://www.davidmeermanscott.com/). People are spending more and more time online. They are not simply surfing, they are participating. The key to all great marketing is getting the audience involved. “the average Facebook user clicks the Like button nine times, writes 25 comments, becomes a Fan of two pages, is a member of 12 groups, and spends 55 minutes on Facebook daily (Mashable Feb 2010). This information has to be considered when creating a comprehensive marketing plan.

Online marketing has been compared to a cocktail party. You would not walk into a cocktail party and shout, “I sell cars”. The same rules apply to social media. “If you’re selling you’re not socializing, socialize and they will buy and become loyal” (Scott). The best way to socialize online is through your Facebook page and Twitter account. You can build up a following by providing great content on a consistent basis. As with traditional marketing, give the audience what it wants. Car dealers consistently have the worst sites on Facebook; ahead of only realtors. The best Facebook pages belong to Religious Organizations, Pets, and Bars (HubSpot).Why is this? Think about it, what does a bar post about daily? Social events, photos of their customers, things the audience is interested in, and by the way, they sell drinks. 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a Fan of (SOS Marketing March 2010). The potential of your Fan base is immense. It’s not about your Fans, it’s about their friends. Your Fans have the potential to direct all of their friends to your page. The best advertising around is the word of a friend. This may be considered cutting edge marketing for many of us; however, the big brands are already there. Coke has over nineteen million Fans. Imagine the power of accessing that Fan base, offering a coupon to Fans could strategically drive sales.

When considering an overall comprehensive marketing plan for your dealership consider the power of social media. The value of a Facebook Fan is tough to calculate, but the cost of creating a great site with great content is very little compared to print advertising. Keep your Fans engaged on your site and when the need for a vehicle arises, they will be more likely to come see you and direct their friends to your dealership.

Tracey Dortch

StoneMeta Media