By Eric Miltsch
Automotive professionals keep talking about how influential they are within the industry, yet it seems that nobody is talking about who the influential people are within their own markets and local areas.
We’ve made some progress with the reduction of the self-promotional klout score touting, now is your opportunity to focus the attention on local influencers and harness the power of their voice.
So, what should you do? These steps will help build greater awareness, drive traffic and ultimately influence other in-market buyers to buy from you.
Step 1: Scrub your CRM for social media contacts and info. Find out who has a blog, a large Facebook friend base and who has an active Facebook business page with a lot of fans. Check their twitter followers, LinkedIn connections, Instagram followers and yes, even their klout score. Encourage your sales staff to get this info from your customers during the sales process. (Even better, educate your staff on these platforms and measurements mean!)
Step 2: Next, feature them in your own dealership blog. Interview them, feature their business, give them a link back to their website or any other web property they may own. (Reciprocity is a great thing — show them you care first, it’ll go a long way)
Step 3: Ask them to write about their experience; include pictures, videos, screenshots of tweets. Give them guidelines about the specific links and call to actions to include — it’ll make it easier for them and make their blog posts even more effective.
Step 4: Ask them to provide a long-term follow up post sharing their ownership experiences and anything else about their dealership activities.
Step 5: For those influencers who haven’t bought from you, offer them a weekend test drive in exchange for a blog post review. If available, offer to buy advertising space on their blog.
And of course, watch your Google analytics, use tracking URL’s and manage the data to determine your activity and the overall social contribution of these activities.