Digital Dealer - January 2018 - 44

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

ONCE YOU SPEND TIME IN THE FACEBOOK ECOSYSTEM AND MAKE ANY
PROMOTION EFFORTS, YOU WILL REALIZE THAT YOU CAN EASILY SPIN
YOUR WHEELS, INVEST TIME AND RESOURCES, AND END UP WITH
VERY LITTLE TO SHOW FOR YOUR EFFORTS.
customers spend their
time.
„ Engage customers
long before they're buyers. With a solid content
strategy to reach buyers
at every stage of the
buying cycle, including
post-purchase, Facebook can't be beat for
engaging people.
„ Communicate who
you are and why people
buy from you. Today's
consumers want to
know your story. By
leveraging the right content mix, your Facebook
presence allows wouldbe buyers to learn more
about you.
„ Opportunity for
transparency and
authenticity. Consumers have had enough
of fakes and phonies.
The realer you are, the
closer people will come
to you. It makes them
more comfortable about
their decision when they
feel a connection.
„ Generate leads
and sales. Facebook
ads drive customers to
purchase and there's
no reason you shouldn't
capture some of that
magic. While Facebook
ads take serious skills
to master, it's worth your
time to consider the
opportunities.
CONS OF BUILDING
A FACEBOOK PAGE

44

JANUARY 2018

„ It's a major investment. Building a Facebook page takes commitment. It's not only time
consuming but it requires:
„ A financial investment (especially Facebook ads budget and
management fees)
„ Human resource
investment (someone to
manage and interact with
the community you're
growing).

out a content strategy.
The old adage "If you fail
to plan then plan to fail,"
couldn't be more relevant
than when it comes to
Facebook marketing.
Useful customer information is one of your store's
biggest assets and
delivering quality content
to buyers via Facebook
takes a solid content
strategy.

ENGAGE CUSTOMERS LONG BEFORE
THEY'RE BUYERS. WITH A SOLID
CONTENT STRATEGY TO REACH BUYERS
AT EVERY STAGE OF THE BUYING
CYCLE, INCLUDING POST-PURCHASE,
FACEBOOK CAN'T BE BEAT FOR
ENGAGING PEOPLE.
„ Personnel/HR (to
manage employee use of
social media).
„ Constant change. If
you're not comfortable
with constant change,
building a Facebook page
will be one of the most
infuriating experiences
you'll ever have. They
roll out updates without
any notice. They make
changes to things that
don't necessarily need
changing. There are bugs
that cause unexplained
issues.
„ It doesn't work with-

D I G I TA L D E A L E R . C O M

„ It's Pay to Play now.
Facebook has changed
dramatically, even from
just a few months ago.
Perhaps the biggest
change is that posting
great content is only half
the job now. Paying to
promote your content effectively is the other half.
„ Growing your likes
was a huge investment
that didn't pay off. Many
people judge the success
of a dealership by their
number of Facebook
likes. For years, people
have spent millions of

dollars on growing their
likes, but now that Facebook has shifted their
focus to advertising, the
amount of likes on a
page isn't as valuable.
Some will view Facebook's shift as less-thanforthright (as I do) but
remember, it's Facebook's movie and we're
just in it. If you invested
in growing your likes
over the past few years,
treat your investment accordingly. Leverage the
community you've grown
and work on increasing
its engagement.
Building a Facebook
page is not for every
dealership. I hope these
tips will help you decide
what's best for your
store and, as always, I'm
here if you need advice.
KATHI KRUSE is an
automotive social media
marketing expert, blogger,
speaker, coach, author and
Founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people," Kathi's passion for
the car business spans a
30-year career managing
successful dealerships in
Southern California. Kathi
is the author of "Automotive
Social Business - How to
Captivate Your Customers,
Sell More Cars & Be
Generally Remarkable on
Social Media." EMAIL: kk@
krusecontrolinc.com


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
http://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
http://www.nxtbook.com/nxtbooks/digitaldealer/201904
http://www.nxtbook.com/nxtbooks/digitaldealer/201903
http://www.nxtbook.com/nxtbooks/digitaldealer/201902
http://www.nxtbook.com/nxtbooks/digitaldealer/201901
http://www.nxtbook.com/nxtbooks/digitaldealer/201812
http://www.nxtbook.com/nxtbooks/digitaldealer/201811
http://www.nxtbook.com/nxtbooks/digitaldealer/201810
http://www.nxtbook.com/nxtbooks/digitaldealer/201809
http://www.nxtbook.com/nxtbooks/digitaldealer/201808
http://www.nxtbook.com/nxtbooks/digitaldealer/201807
http://www.nxtbook.com/nxtbooks/digitaldealer/201806
http://www.nxtbook.com/nxtbooks/digitaldealer/201805
http://www.nxtbook.com/nxtbooks/digitaldealer/201804
http://www.nxtbook.com/nxtbooks/digitaldealer/201803
http://www.nxtbook.com/nxtbooks/digitaldealer/201802
http://www.nxtbook.com/nxtbooks/digitaldealer/201801
http://www.nxtbook.com/nxtbooks/digitaldealer/201712
http://www.nxtbook.com/nxtbooks/digitaldealer/201711
http://www.nxtbook.com/nxtbooks/digitaldealer/201710
http://www.nxtbook.com/nxtbooks/digitaldealer/201709
http://www.nxtbook.com/nxtbooks/digitaldealer/201708
http://www.nxtbookMEDIA.com