Digital Dealer - July 2018 - 42

M A R K E T ING & ADVERT ISING: So cia l Medi a M arketi ng

By Kathi Kruse
Founder,
Kruse Control Inc.

10 Reasons Why
Your Facebook
Page Is Failing
Not all Facebook pages
are created equal. It's
hard to ignore the opportunities available with Facebook
to attract, engage, and
convert would-be customers, but building a high-converting Facebook page has
been elusive for many
dealers. It's important to
know the elements of a
successful Facebook page,
and it's even more crucial
now to recognize the
reasons your Facebook
page is failing.
If you want customers to
like your page and follow
you, you have to continually
reward them with great content and build an engaged
community for them. This
means employing a content
strategy that works for your
organization both culturally
and operationally.
You also have to incorporate Facebook ads to promote your content, increase
clicks to your website and
turn fans into customers.
Is achieving consistent
engagement and conversions on Facebook a struggle for you?
Here's a list of 10 reasons
why your Facebook page
is failing with tips to make
it work for you rather than
against you.
42

J U LY 2 0 1 8

1. YOU DON'T PUBLISH
REGULARLY

Consistency is a cornerstone of Facebook (or any
other) marketing. Users
need to see your posts in
their newsfeeds for you to
stay relevant. It's a battle
right now for attention.
Inconsistent posting a few
times per month is not
going to capture anyone's
attention.
2. YOUR PAGE LACKS
THE HUMAN TOUCH

Facebook pages fail
because posts focus on
products instead of people.
There's often a complete
disconnect from the human
side. Content that demonstrates why people choose
you seems to be non-existent on many dealership
Facebook pages.
If you approach Facebook
with the sole mindset of
selling you will end up your
wasting time. Facebook is
first and foremost a social
network, not a billboard.
"In this ever-changing society, the most powerful and
enduring brands are built
from the heart. They are
real and sustainable. Their
foundations are stronger because they are built with the
strength of the human spirit,
not an ad campaign. The

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

companies that are lasting
are those that are authentic." - Howard Schultz,
CEO of Starbucks

3. YOU'RE NOT
USING THE 3-GEARED
APPROACH TO CONTENT

Content marketing (a
component to Facebook
marketing) is a powerful tool
for driving qualified traffic
and leads. The challenge
lies in producing high-quality, original content on a
consistent basis.
Content must reach all
stages of the buying cycle:
 Entertain. Most people
who engage with your page
are not immediately "in-market." The inability to engage
this large segment of users
is where many pages fail.
 Educate. Fans who
either are thinking about
a purchase or who have
friends who are, appreciate
answers to their questions.
 Excite. Facebook posts
and ads need to provide
offers that are worth the
prospect's time. Exciting
content compels people to
click in anticipation.
4. YOUR POSTS LOOK
AND FEEL COUNTERFEIT

Every dealership's culture
has a personality - characteristics, features, traits
- that makes it unique.

People are more attracted to organizations that
communicate exactly who
they are and what impact
they wish to have in their
customers' lives.
Publishing benign content
that can be found anywhere
is the shortest distance to
the bottom.
This is often obvious
when dealers hire outside
providers (and sometimes
shady vendors) to "do
social media" for them. The
provider's "voice" can come
through on your Facebook
posts and make it look like
someone other than you is
doing the work. Not a good
look for those who want to
engage real people.
This is the easiest way to
get fans to scroll right past
your content. Real people
are behind your brand so let
that shine through in your
content.
5. YOU DON'T FULLY
UNDERSTAND YOUR
TARGET AUDIENCE

Creating a content strategy without a clear understanding of your audience is
like setting sail without navigational tools. You're out
there, you're taking action,
but you're not sailing toward
a specific goal. Pretty soon,
huge amounts of time and
money have been spent
without any clear return on
investment.
Facebook's deep data
allows dealerships to laser-target ideal users. Building target audience profiles
improves your Facebook
marketing ten-fold.
 Determining the "buyer
personas" of your core
audience improves the way
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Table of Contents for the Digital Edition of Digital Dealer - July 2018
