Digital Dealer - August 2018 - 42

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

By Kathi Kruse
Founder,
Kruse Control Inc.

8 Tactics to Help
You Stand out
on Social Media
There is a war for
attention right now on
social media. The only way
for a dealer to stand out on
social media is to rise above
all the noise. People need
to hear your unique voice
amongst the roar of
everyone else.
Naturally, you'll wonder
how to cut through the
noise, how to get heard in
the social media ecosystem
that more and more people
are delving into each day
with their own messaging.
How noisy is it, exactly?
Here's what happens every
minute:
 1,440 blog posts are
published
 3.3 million Facebook
posts
 Facebook users share
2,460,000 content
 Twitter users tweet
448,800 times
 Instagram users post
65,972 new photos
 Yelp users post 26,380
reviews
 Pinterest users pin
3,472 images
 Youtube users upload
500 hours of video
 3.8 million Google
searches
 149,513 emails sent
These numbers are likely
to make your head spin
42

AUGUST 2018

and, by the time you're
done reading this list,
another minute will have
passed, making it even
harder to comprehend.
This process repeats 1,440
times per day, seven days a
week, 52 weeks a year. This
is the unrelenting power of
content on social media.
When faced with this
staggering amount of content, how can a dealer cut
through the noise? That's
the question that every
dealership social media
marketer strives to answer.
Information is good...except when there's too much.
In any human, natural,
or economic system, when
there is an overabundance
of some commodity, and a
limited capacity to consume
that good, something has
to change. What worked
in content marketing a
few years ago - when
content was a novelty -
will not work in this era of
overwhelming information
density. (Content Shock)
High engagement is
not sustainable on a large
scale. The same "Content
Shock" principle applies
with every attention-based
platform - when the
amount of content goes up,
so does the competition

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

for attention. If the amount
of content skyrockets, and
our attention span is finite,
something has to give.
The only solution then is
to build a community of raving fans around your store's
"brand," deliver helpful,
original, high-quality content
and focus on lead generation with those that are most
likely to buy from you.

8 tactics to stand
out on social media
1. TELL YOUR STORY

Stories are how we
connect with other people.
Emotional connections
leave a lasting impression
and customers align themselves with the stories that
resonate most.
 Tell the story of how
you started.
 Incorporate the story
of your company in your
content strategy.
 Tell stories of outstanding customer experiences in
your blog posts and social
media.
Dealerships that begin
with this approach will stand
out on social media.
2. CREATE A CONTENT
STRATEGY

A dealership trying to
adapt to social media is
often at a loss for what to

post. That can be cured
with a planned strategy.
The components of a
solid content strategy are:
 Pinpoint who you
are as a brand (your core
values).
 Determine your value
proposition (the unique
value you bring your customers).
 Identify and describe
your target customers (in
detail).
 Set objectives and
goals for your content
(awareness, engagement,
leads, conversions)
 Dive deeper into these
objectives and identify the
content that works best to
achieve them.
3. KNOW YOUR
AUDIENCE BETTER
THAN THEY KNOW
THEMSELVES

The more clearly you
define your target customers' attributes, the more
effective your marketing will
be. This has never been
truer than on social media
today.
Social media and blog
content that informs and
educates customers earns
engagement. When you
answer questions that your
customers didn't know they
needed to ask, you earn
their loyalty.
The Facebook ads platform offers stellar audience
targeting but you have to
know exactly who you want
to reach to realize the best
results.
PRO TIP: Test different types of content to
see what resonates. Test
different ad images and
copy. You'll expend fewer
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Table of Contents for the Digital Edition of Digital Dealer - August 2018
