Digital Dealer - July 2018 - 43

FACEBOOK'S DEEP DATA ALLOWS DEALERSHIPS
TO LASER-TARGET IDEAL USERS. BUILDING TARGET
AUDIENCE PROFILES IMPROVES YOUR FACEBOOK
MARKETING TEN-FOLD."
you solve problems for your
customers.
„ Establishing customer
pain points helps create
content that's useful to your
prospects (and builds authority with search engines).
„ Useful, high-quality
content increases engagement and builds your social
presence.
„ Website content (i.e.
blog posts) published on
Facebook and clickedthrough to your site increases search ranking.
6. YOU DON'T
REGULARLY CONDUCT A
FACEBOOK PAGE AUDIT

Whether your social media marketing is in-house or
outsourced, it's often difficult
to know where the gaps
are between your current
successes and where you
need to be. Your inbox is full
of tips, tools, and hacks to
improve Facebook- and
it's exhausting.
There are a host of ways
to benefit from an audit or
review of your social media.
Given today's accelerated
rate of potential failure with
Facebook marketing, a
social media audit will help
your page work harder and
achieve goals faster.

7. YOU'RE IGNORING
COMMENTS & MESSAGES

Facebook is a communication channel just like
email and the phone. Customer service via social media is a game-changer but if

you don't have a process to
monitor, listen and respond
to messages, you're dead in
the water.
Nobody likes the feeling
of being ignored. If you're
looking for a competitive
advantage, social customer
service is the answer.
„ 71% of consumers who
experience positive social
customer care are likely to
recommend the brand to
others, compared with just
19% of customers who do
not get a response. (Sentiment)
„ Today's tech-savvy
consumers want their online
questions to be addressed
promptly; 42% expect a
response within one hour
(Gigya)
„ 33% of users even prefer to contact brands using
social media rather than the
telephone. (Nielsen)
„ 83% of respondents in
a recent survey said they
liked-or even loved-when
a company responded to
them on social. (Convince
and Convert)

8. YOU HAVE NO
DEFINED GOALS

High-converting Facebook
pages have clear, well-defined marketing goals, like:
„ Attract. Likability and
relevancy are huge in
attracting new and existing
customers to your Facebook
page. Add value to their
lives by delivering awesome
content.

„ Engage. Many companies fall flat when determining what to do with their
fans once they become
connected.
„ Convert. Attracting the
right audience and engaging
them lays the groundwork.
Drive conversions by providing information and value
that helps them finalize their
purchase decision.
9. YOU'RE NOT
LEVERAGING THE
POWER OF FACEBOOK
ADS

Facebook has become
one of the most powerful
platforms to market and
advertise a business. Facebook pages fail because
they either aren't using
Facebook ads correctly or
they're not using Facebook
ads at all.
No Facebook page will
work without Facebook ads.
Why? Because you must
pay Facebook in order to
reach your target audience
and deliver the right content
to the right customer and
the right time.
No pay, no play.
10. YOU'RE NOT
MEASURING AND
ANALYZING RESULTS

You can't manage what
you don't measure. Dealers
that don't review their Facebook results are doomed to
repeat their mistakes over
and over again.
Facebook Insights (your
page analytics tool available
D I G I TA L D E A L E R . C O M

to all page admins) is your
best friend. It gives you
all the metrics you need
to judge how your page is
doing. You can see which
content got the most organic
and paid interaction, what
you did right, and what
didn't work so well.
Analyzing results lets
you...
„ Deliver a better experience for fans and the public
„ Make better decisions
on your content
„ Determine if you've
reached your goals
„ Set a course for next
steps in your marketing plan
If you're not getting the
results you want, compare
your page and your plan to
these 10 reasons and see
where you can improve.
There's a war for attention
on social media right now
and you're in this to win,
right?
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

J U LY 2 0 1 8

43


http://www.DIGITALDEALER.COM

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

Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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