5 Steps to Implement Influencer Marketing in your Dealership

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.

Read the entire blog by Eric Miltsch, Direc­tor of Prod­uct Strat­e­gy, Dri­vingSales Eric can be reached at eric.miltsch@drivingsales.com.

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