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Put Social Media To Work Before, During, and After a Sale

May 9, 2012

Social media is an extremely versatile marketing tool with a lot of potential. Successful dealerships are using this online platform to reach potential customers, keep in touch with current ones, and encourage happy buyers to write about and share their experience with their own friends and family. Social media is bringing customer service to a whole new level – the article below, from Driving Sales, offers some tips for how to implement social media strategies into every aspect of sales: before, during, and after. Enjoy the excerpt below, and read the full article here.

How is your dealership using social media to connect in meaningful ways with customers?

How Social Media Delivers Before, During & After the Sale

by Kathi Kruse on May 7, 2012
We talk a lot about Social Media as a marketing platform.  One of the cheapest, most effective forms of marketing is called extraordinary customer service.  When you combine Social Media with customer service, you create an environment where customers want to share their story.Social Media done right is like a supportive cocoon enveloping your customer during every stage of the sales process.  You serve your customer in ways they never expect.  You develop and manage long-term profitable relationships on a scale larger than ever before.  You create a personal connection with your customer throughout their life.  They emerge from their cocoon as butterflies, free to spread the good word.Your employees are an integral part of your customer service process.  They’re on the front lines interacting with your customers every day.  You can mirror this in the online world.  With guidance in Social Media best practices, employees can be outstanding advocates for your store!

Social Media is a valuable resource to listen for sales opportunities.  When you spend the time and effort to build your online community, conversations arise that bear fruit.  Social allows you a glimpse at where each fan/follower is in their sales process. From the very top of the sales funnel (not necessarily interested in buying) to the bottom (ready to buy this weekend), you are privy to each person’s needs and wants.

Here’s how mastering Social Media can help you facilitate the sale from top to bottom:

Before the Sale

This is where Social content marketing is vital.  Ask yourself, “Who is my customer?” Once you know what they’re interested in, once you’ve defined where they live, what they like and how they buy, you write and publish content relevant to them.

Think about it locally.  What’s happening in your surrounding area that means something to your audience?  What problems can I solve?  This is how you strategize for the customer who’s either not ready to buy right now or is just beginning to research their next purchase. Once this customer becomes a fan, you can keep them engaged in conversation while they are in the market.  The added benefit to you is each fan/follower has a trusted network themselves.  In social situations, online and off, your fan/follower will only think of you when someone they know is ready to buy.


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