Digital Dealer - June 2018 - 43

EVERY INVESTMENT FOR YOUR BUSINESS SHOULD HAVE AN INTENDED GOAL.
THAT WAY, YOU CAN CREATE A STRATEGY TO ACHIEVE THOSE GOALS, EXECUTE
IT, MEASURE YOUR EFFORTS AND TIE THE RESULTS BACK TO YOUR GOALS.
ensues to come up with
a clever concept, create
the necessary assets,
and execute in time to
ride the wave of lightsaber-filled fun. In some
cases, it may be too late
to do anything at all. But
it doesn't have to be this
way.
Enter the social media
content calendar.
Your content calendar
will:
 Organize your
content
 Supply fertile ground
for brainstorming and
inspiration
 Never let you miss
important dates
 Improve team collaboration
 Save time
 Let you allocate resources more effectively
 Help you gain a
deeper understanding
of what works (and what
doesn't work)
3: CLEARLY DEFINE
YOUR TARGET
CUSTOMERS.

One of the first things
you should do is define
your target customers.
Unfortunately, most
dealers don't have a clear
idea of exactly who they
want to reach. Maybe this
is because, for years, the
answer to that question
was, "Everyone."
Social media allows
you to laser-target ideal
customers - those most

likely to buy what you
sell. Why spend money to
reach people who aren't
interested when you can
be uber-efficient with your
investment and reach the
right customers?
Pro Tip: Determine
who your "Raving Fans"
are and create content
that speaks their language. What are their
concerns, issues, and
questions? Leverage

ed goal. That way, you
can create a strategy
to achieve those goals,
execute it, measure your
efforts and tie the results
back to your goals. In other words, establish ROI.
Some common areas
for setting goals are:
 Growth of business
page or profiles (likes
and followers) from within
your market area.
 Engagement

ONLY 32% OF MARKETERS HAVE
A DOCUMENTED SOCIAL MEDIA
STRATEGY, AND THESE MARKETERS
WITH A PLAN ARE 60% MORE LIKELY TO
BE EFFECTIVE IN THEIR CONTENT.
Facebook's ad tools to
promote that content for
lead generation.

4: OUTLINE
YOUR TOP GOALS
AND TRACK
CORRESPONDING KPIS

Social media gets very
overwhelming at times
and you may be avoiding
it because it's daunting.
It's easy to get caught up
in all the craziness and
lose your footing.
Determining and
setting goals for social
media is where many
companies (not just
dealerships) fail in their
process. Every investment for your business
should have an intend-

 Reach
 Traffic to website/
landing page
 Leads
 Sales
 Online reviews
 Customer loyalty

5: LEAD WITH
YOUR STORY

Numbers numb. Stories
sell.
"No one ever made
a decision because of
a number. They need
a story," explains Dan
Kahneman, who won the
2002 Nobel Prize in Economics for his pioneering
work on the psychology
of decision-making. But
the best social science
says storytelling lies at

the heart of memorable
and persuasive communications.
Everyone has a great
story to tell, but not everyone knows how to tell a
great story.
WHAT IS YOUR
STORY?

It may seem trivial but
there are stories to tell
every day about your
organization that your
customers are interested in; stories about the
community you're in, the
causes you support and
the people you help.
Everyone's busy doing
his or her job so you must
make it someone's job to
tell your story.
Social media strategy
will make your efforts
more effective. You'll
spend less time worrying and you'll be able to
hold your vendors more
accountable.
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

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

JUNE 2018

43
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - June 2018
