By Kathi Kruse
If you ask most people where buying a car is on their “comfort scale”, many reply somewhere between a root canal and chronic diarrhea. Dealers know how uncomfortable it can be and have worked hard to fix that. The buying public is ready for a change.
Here are 3 effective ways to use Social Media to establish trust with your customer and debunk the stereotype:
1. Help Them Buy From You. What are the frequently asked questions about the car buying process or service process? Each one of these can be a blog post or a status update on Facebook or Twitter. See yourself as your customer does and come from a supportive space. Help them buy so they remember you as the likable expert–so they think of no one else when it’s time to buy.
2. Show Your Cards. What makes your store unique? Why do your customers return again and again? Be open and transparent. People want to know who they’re buying from, they want to align themselves with brands that have shared values. Use Social marketing to convey what you stand for, who you support in the community and why you do what you do.
3. Repeat Buyers are Golden. When someone who’s purchased from you before returns to buy again, that is a significant event! Whether it’s to purchase a car or to get their car serviced, these folks are your “brand advocates”. Social Media allows you to stay in contact with them regularly. Ask for referrals. Ask for a video testimonial. Ask them to guest blog! Involve them in your marketing so that potential buyers can observe how you treat repeat buyers. You make them part of your community and others will want to join in.
Social Media is now Social business. We are more connected now than we’ve ever been. There’s never been a better or easier way to debunk the old car sales stereotype. We’ve tried for years to break it but now, with some effort and the right content marketing, we can lay it to rest once and for all.