Social Media is Not a Checklist

Social Media is Not a Checklist

By now everyone is aware of the need for social media. Regardless of your type, B2B, B2C, manufacturer, or retailer, you must have a social media presence. Facebook, Twitter, Instagram, Snapchat, and LinkedIn have all become a necessary part of the marketing mix. But what does it mean?
Social media is not a checklist. It’s not just post and pray. You cannot set up the accounts and post once in awhile and expect any results. Social media is no different than the rest of your business plan, and its integration is necessary. It is an integral part of your marketing and advertising plan, one that requires a budget, analytics, and a dedicated person to take care of the intricacies involved. Remember social media is post, connect and converse, all the time.
Gone are the days when anyone in your business with a Facebook account could be responsible for your social media strategy. And that is the essential part of this article. Social media is not a checklist. You can’t just open a bunch of accounts and call your social media strategy done. You need to put in place a plan for content, posting schedule, how to handle comments and who will interact online.
With the season slowing down, now is an excellent opportunity to put down on paper a plan to use these valuable marketing tools. Make sure your social media ties in with your monthly sales and marketing goals for a cohesive presentation to the end user. A disjointed and inconsistent message will cost you business.
It could be as simple or complicated as you make it, but working on a plan now will pay off in the busy season. At the very least the program should include each month’s marketing and sales goals and then the associated social media posts related to these goals. Are you having your annual open house? Then make sure you have an event set up on your Facebook page. Having the plan in place will allow you to build the appropriate content with high-quality images and a call to action. Include all of these needs in your plan to ensure you aren’t running around when the time to post comes.
The other important thing to remember is social media is “social.” It’s not just posting about your sales and business; it’s providing value to your customer and listening as well. Make sure the person in charge of your social stream has the knowledge to answer questions quickly and accurately. If they don’t, then please ensure that he/she knows who or where to get the correct answer. Build value in your customer’s eyes, and you will see an increase in business as a result.
So what are you waiting for? Need help? Use the power of immediate action and get going.
I hope you’ve enjoyed the content I provided this year. I’ve thoroughly enjoyed sharing my knowledge and ideas each month, and I’m pleased to announce that I will be back for another year in 2018. With that in mind, if there are any topics you would like me to cover or provide insight to, please reach out to me via email at scott@scottlukaitis.com.
Happy Holidays!
Social Media is Not a Checklist

Social Media is Not a Checklist

We have to be on social media. We need a Facebook Page, a Twitter and Instagram account. This is a very standard directive in business today. But what does it mean?

Social media is not a checklist. It’s not just post and pray. Social media is no different than the rest of your business plan and needs to be integrated as such. It needs to be a part of your marketing and advertising plan and based upon the current metrics regarding post views and shares; it needs to have budget allocated as well.

Gone are the days when someone in the business with a Facebook account could be responsible for your social media strategy.

With the season slowing down, now is an excellent opportunity to put down on paper a plan to use these valuable marketing tools. Make sure your social media ties in with your monthly sales and marketing goal for a cohesive presentation to the end user. A disjointed and inconsistent message will cost you business.

It could be as simple or complicated as you make it but working on a plan now will pay off in the busy season. At the very least the plan should include each month’s marketing and sales goal and then the associated social media posts related to these goals. Are you having your annual open house? Then make sure you have an event set-up on your Facebook page. Having the plan in place will allow you to build the appropriate content with high-quality images and a call to action. Include all of these need in your plan to ensure you aren’t running around when the time to post comes.

The other important thing to remember is social media is “social.” It’s not just posting about your sales and business; it’s providing value to your customer and listening as well. Make sure the person in charge of your social stream has the knowledge to answer questions quickly and accurately. If they don’t, then please ensure that he/she knows who to get the correct answer from. Build value in your customer’s eyes, and you will see an increase in business as a result.

So what are you waiting for? Need help? Use the power of immediate action and get going.

As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.

Leverage Your Racers for Social Media Success

Leverage Your Racers for Social Media Success

OK, so the keeps on asking why we’re sponsoring all of these racers. And what do we really get from them anyway? They just cost us money!

While in some cases this is true, looking at your store sponsorship program as an asset, not a liability is the first step.

You need to look at all of these sponsorships, from the racer right down to the event or riding club as influencers in the market. You just need a plan to use them as such.

When you are hosting an open house or sale, get them to tweet, post, share the content. New products in the accessory department that appeal to that segment have these influencers share it as well.

Now, this is going to take a little work, but trust me the planning and background effort will pay off.

First of all, do you have a list in one place of all the racers you sponsor? One with their name, address, investment level, and their social media accounts? Well, you should. This pre-planning will make it much easier later when it comes time to ask them to promote your sale or event. Fortunately, it’s very easy to build and maintain this list. A simple Excel spreadsheet works the best, and here’s a version that I’ve used saved on Google Drive.

(Dealer Marketing Templates)

Once you have the list completed be sure to maintain it as riders come and go. It’s also beneficial for you to review the list and see if these influencers are following you. If not a simple communication asking them to do so would be appropriate. You want to build on this relationship, so when you do ask for their participation and support, it’s not viewed as intrusive.

Now when it comes time for you to promote an event or special, your reach has just amplified by the # of your influencers and their followers. Provide them the appropriate artwork and if you’re really feeling it, a time and date to post, then let them go for it. Spend a little time in the days following the post to determine the success and tweak as needed.

Record this information in your content calendar and use it as you plan other shows and events.

The follow-up information will be beneficial the next time the owner asks what we get from the sponsored riders.

As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.

How to Use Influencers to Increase Sales

How to Use Influencers to Increase Sales

On of the most talked about trends in marketing, today is the use of influencers to promote a product or service. A recent AdWeek statistic showed that around 40% of respondents said they’d purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube. That’s a pretty compelling figure, don’t you think.

But I’m just a dealer you say; I’m not a brand that can put this information to use. But that’s where you’re wrong. You can. I’m assuming you all have at least some presence on social media. If you don’t, we’ll have more tips on that in the future, but one thing is for certain you need to. Social media in the broadest sense can be a cost effective, highly target-able use of your marketing dollars. I’ll get to that in the future.

Maybe your influencer isn’t Ryan Dungey or some celebrity; you are lucky if it is, but what about a “local” celebrity. The local newspaper editor, racer or bike club member. What about your customers. This is your opportunity to tap into the greatest asset you have. An already satisfied client base. (If you don’t have this you are in trouble).

Stay with me for a minute. Here are a couple of ways you can experience the advantages of influencer marketing.

  1. Align with those local celebrities that ride and ask them to share on your behalf. Every shop I’ve ever worked at had 1 or 2 of these local celebrities.
  2. What about the local engine builder or suspension guru. I’m sure they have good things to say about your dealership? Use these influencers to build your credibility.
  3. Tap into the racer support network and make them work for their discount. They are or should be, respected in their field and can help promote your dealership.

But there is more. Try and look at this in a broader scope. Everyone is an influencer. You never know where that next sale will come from.

By now virtually everyone has at least one or 2 of the popular social networks. They have friends, and their friends have friends, and their friends have friends, on so on. Tap into that network.

  1. Make it easy for your customers to share their dealership experience. You are sharing each new bike sale, right? Do it in front of a simple step and repeat banner. Heck, go ahead and create a “Red Carpet” for all new vehicle pick-up. Go all in with lights. A minimal investment can yield great rewards.
  2. Create a selfie spot within your dealership for people to share their experience. Have the place tagged with your hashtag or social handles.
  3. When a potential customer is sitting on bikes in the dealership, why not encourage them to take a selfie and share it with their friends. Tag your dealer as the location, and you win.

You see there are many ways to tap into the new marketing world of influencer marketing and these are just a couple. What other ideas do you have?

As always please use this post as a springboard to look at your business with new eyes and contact me with any comments or questions.