As a social media guy, I work with a ton of different clients. Many have very different business needs and therefore have many different uses for social media profiles. But one goal always remains the same: find out how to connect with your customer, whoever that may be. Finding ways to connect with your customer can be tricky, but is very necessary in building out your core community of followers. You have to start the conversation so you can control the message and the discussions to help nurture the growth of your community. The larger the community, the more interactions your customers will have with your brand and the more you will be seen as a trusted source for your market.
Now more than ever, customers are looking to connect online with their favorite brands. Why is that? Because most customers want to feel like they are a part of their favorite brands. They want to feel like they are getting a “behind-the-scenes” look at a company that may have never before advertised the “behind-the-scenes”. So the main question is: What should I post on social media?
Let’s use a car dealership as an example. We’ll say, hypothetically, that you are a Chevrolet dealership. What sorts of things can you post on your social media profiles?
- Special events and on-site promotions. Many car dealerships will hold customer appreciation events, summer tent sales, community involvement events and car enthusiast events. So if you are a Chevrolet dealership and you are holding a Camaro enthusiast event, other Camaro enthusiasts will be interested to see the many people that showed up for the event and the vast array of custom vehicles that made their way on to your lot.
- New model videos. With all of the buzz surrounding new model releases, it would be a great idea to post videos on these releases as soon as you get the first model on your lot. Get out there with a Flip camera and do a quick test drive. With the right sort of video optimization you could get listed for your geographical area in the Google search results. Not too bad for a quick video that cost you nothing to make.
- Customer testimonials. With the right sort of customer, comes the right sort of testimonial. In most cases when you have a customer that has just bought a vehicle, they are more than happy to offer their excitement and appreciation to the sales team for helping them find their new vehicle. Capture this on video and it will be worth more than a thousand words. Guaranteed.
- Interviews with your sales and service teams. Customers want to know about the people they are doing business with. It makes it easier to connect on a personal level and, especially for larger purchases like cars, puts the customer’s mind at ease. Wouldn’t you want to see a video of your mild-mannered service manager expressing his deep commitment to making sure you get the service you need at the best price? I would certainly be more inclined to service my vehicle with someone who (at least on video) looked trustworthy and genuinely concerned with my satisfaction.
These are just a few ideas but, rest assured, there are literally hundreds of ideas you could implement for your business. It’s all a matter of thinking from the customer’s point of view. If you were connected to your own business, what sorts of things would you want to see? Would you rather have advertisement after advertisement or would you rather see a funny video of the sales team working together to make improvements on how they deal with the customer’s needs? Connect with your customers and they will connect back. It’s pretty much that simple.