Digital Dealer - December 2019 - 37

STACK UP AGAINST
YOUR COMPETITORS.

Competition is a good
thing. It helps us do our
best. It's helpful to know why
your customers choose you
rather than your competitor.
Assessing how your
competitors are using social
media - and revealing their
weaknesses - gives you
a distinct advantage. The
social media audit will reveal
areas to concentrate on to
attract more customers.
5. YOU KNOW YOU'RE
LOSING PEOPLE IN YOUR
SOCIAL SALES FUNNEL
BUT CAN'T SEEM TO
FIGURE OUT WHY.

One of the coolest things
about social media is that
every step of the buyer's
journey within the social
media ecosystem can be
met with helpful content that
engages them, including
ads and special offers.
To engage them at each
step requires proper strategy and proven tactics.
„ Are you recognizing
organic leads via your social
channels?
„ Do you have a process
with which to engage and
follow up on social media
leads?
„ Are you providing specific pages and/or content
for in-market customers to
learn more?
„ Are your prospects
clicking on Facebook ads
but not completing the lead
form?
A social media audit will
examine how, where, and
when you're losing people in
your social sales funnel.
6. YOU NEED ANSWERS
TO QUESTIONS, BUT

YOU DON'T HAVE THE
BUDGET FOR A DEEPER
DIVE ASSESSMENT OR
REWORKING OF YOUR
WEBSITE.

Dealers tend to assume
that their marketing manager or vendor "knows it
all." The reality is that many
social media managers are
self-taught and eventually
realize they don't have all
the answers - especially
when it comes to achieving
business marketing goals
and desired outcomes.
Creating a comprehensive social media and/or

the social media manager's
duties should be or how to
install accountability.
PRO TIP: A comprehensive social media manager
job description should be
included in a social media audit, along with your
manager's specific monthly
goals and reporting.
8. YOU WANT TO FIND
OUT WHAT TRUE SOCIAL
MEDIA SUCCESS LOOKS
LIKE.

Key performance indicators (KPIs) are integral to
social media success. You'll
achieve goals quicker by

THE DISCOVERIES
FROM THE AUDIT PROVIDE
ACTIONABLE FEEDBACK
THAT HELPS ENGAGE
MORE CUSTOMERS
AND SET MORE
APPOINTMENTS."
digital marketing plan can
cost upwards of $10,000+.
A social media audit calls for
a fraction of that investment
and can provide the answers you need to keep the
boss happy and informed
while keeping your goals on
track.
7. YOU'RE
CONSIDERING HIRING
SOMEONE TO HELP YOU
WITH SOCIAL MEDIA
AND NEED GUIDANCE
ON YOUR OPTIONS OR
THEIR SCOPE OF WORK.

It can be very difficult to
fill the job of a social media
manager. Why? Because
very often the person
making the decision doesn't
exactly know for sure what

affirming what they are first.
Don't depend on a vendor
to tell you what success
looks like because there's
no guarantee that they
know. They don't know your
business goals or what
your current operation can
handle. Their perception of
success is not yours.
Social media ROI is
achieved when goals are
set, results are measured,
and tied back to your goals.
A social media audit will
provide KPIs to track and
measure your results.
9. LEARN SOCIAL
MEDIA BEST PRACTICES
FROM SOMEONE WHO
LIVES AND BREATHES IT
EVERY DAY.

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

There's a glut of "information" circling about social
media marketing and it's
hard to know what automotive social media best
practices truly are, considering how often social media
changes.
Information is
not necessarily knowledge.
A social media audit determines where gaps lie in
your tactics, uncovers them,
and provides a better path.
You should also receive a
list of best practices to ensure you reach your goals.
No fluff, just good data from
which to grow.
START 2020 OFF
RIGHT!

You may be working with
an agency that provides
marketing for you. You could
be disappointed in your
vendor's results and want to
know what you can do to fix
it. You could also be "flying
blind" trying to make it work
in-house or even trying to do
it all yourself.
In each of these scenarios, a social media audit will
bring you peace of mind.
It will help you clarify your
message, so customers
engage.
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

DECEMEBER 2019

37


http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

Table of Contents for the Digital Edition of Digital Dealer - December 2019

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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