[et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Social media marketing is still the most prevalent form of online marketing for all businesses. In 2021, there were <\/span>295 million<\/span><\/a> social media users in the United States, making up about three quarters of the population, and over <\/span>31 million<\/span><\/a> social media users in Canada. Social media advertising is a highly effective marketing strategy, but it is also extremely competitive. To maximize social media marketing, you need to know what the benefits are for your parts department and how to use it well.\u00a0<\/span><\/p>\n Here are the seven ways social media can drive traffic to your parts site and help you generate more business. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Getting in front of new customers is one of the biggest challenges to expanding your parts business. Social media can help you get your parts site in front of more potential customers at a faster rate. Social media metrics and campaign tools can help you create content that you can then expertly target to the right audience, in the right place, at the right time. In order to capture their attention, you need to know how to serve content to your customers effectively. This is where social media targeting really comes into play.<\/span><\/p>\n According to leading research, up to 54% of active users on social media use social media platforms to <\/span>browse and research products<\/span><\/a>. If over half the individuals on social media are using it as a way to research companies, products, and services, then you need to find ways to narrow in on customers who are searching for your products through targeted marketing.\u00a0<\/span><\/p>\n To target social media content effectively, you first have to identify your target market and your target audience. Your target market is the specific group of people that would be or are interested in the products that your company (dealership) offers; in this case, parts buyers. Your target audience is the more specific subset of the two. It\u2019s the specific audience subset that defines that group based on demographics, interests, values, and buying history. You can have more than one target audience. In fact, the companies that see the most success on social media have multiple target audiences that they segment and serve specific types of content to.\u00a0<\/span><\/p>\n Let\u2019s look at an example target audience and how you can use this information to create effective social media content.\u00a0<\/span><\/p>\n Let\u2019s say you notice the bulk of your parts customers are:<\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n How can you use this information to your advantage when creating and serving social media content? <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.revolutionparts.com\/wp-content\/uploads\/attract-customer-with-social-medai-300×220.png” title_text=”attract-customer-with-social-medai” align=”center” _builder_version=”4.16″ _module_preset=”default” custom_margin=”-20px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Getting content out to your customers is the first step in the process of gaining leads, and getting them to engage with you (more specifically, your website) is the next step. Measuring what social media campaigns your customers like, comment on, or click on to put them through to your website can help you determine what content works best for your customer base. It can help you better determine their needs, values, and interests, and can help you get them to the nurturing stage of the customer journey.\u00a0<\/span><\/p>\n The question is, how should you <\/span>measure customer engagement<\/span><\/a>? It\u2019s hard to know what you need to look at when you first start, but once you gain enough data, you can better understand what your customers like and what they need from you.\u00a0<\/span><\/p>\n At the foundational level, these are the things that you should always be measuring when you post anything to social media:<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n In your social media reporting, the following two metrics should take precedence at the post level:<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n By measuring these areas of engagement you can identify what content is most popular among your target audience, streamline your strategy to create more content like it, and gain traction among new customers. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Establishing a strong customer base requires building a strong image. Social media can help you build your brand image and transform prospects into loyal return buyers. Having a strong image makes it more likely for your customers to refer you to others in the future.<\/span><\/p>\n Here are some of the things that companies with the best brand image on social media have in common: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Let\u2019s look at Nike as an example. Nike is one of the<\/span> leaders in social media branding. Nike’s social media posts and ads are instantly recognizable, generate an extreme amount of engagement, and have some of the highest conversion rates out there. That\u2019s because they understand what works best for their audience.\u00a0<\/span><\/p>\n Just take a look at this image.<\/b><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.revolutionparts.com\/wp-content\/uploads\/Nike-Good-Advertising-Example.png” alt=”example of recognizable branding on social – Nike” title_text=”Nike-Good-Advertising-Example” align=”center” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n What works in this image that lets consumers know, \u201cThat\u2019s Nike!\u201d<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Customers who have an excellent buying experience with your parts department can help do a lot of the work on social media for you. Whether it\u2019s through reviews, comments, or even just general praise on your social media, they can actually be your best source of customer referrals. In 2019, as many as <\/span>80% of social media referral<\/span><\/a> traffic to eCommerce platforms\/websites came from Facebook.\u00a0<\/span><\/p>\n Any time a buyer has a positive experience with your business, you can use that interaction to generate new business. You can encourage buyers to leave comments or rate your website on your social media by creating a referral program. Offer buyers who refer you to a friend on social media or who leave a 5-star review a special discount on their next purchase. There are ways for you to encourage customers to take some of the strain off of finding prospects. Plus, it\u2019s a great way to build word of mouth.\u00a0<\/span><\/p>\n Remember that you should respond to customers who leave comments and reviews. Always thank them for their input, and be sure to ask them about what you can improve to make their buying experience even better. It\u2019s quality customer service that everyone can see. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Social media can also be a great resource for predicting customer needs before they know they need them. Through social media monitoring and interactions, you can get a better idea of what kinds of things customers want from your parts business. It\u2019s a 24-hour job though, so don\u2019t keep your social media on the back burner.\u00a0<\/span><\/p>\n According to a study published on Statista, nearly 47%<\/span><\/a> of online consumers like a company more, or will look at it more favorably, if a company responds to their questions or complaints on social media. The faster the response time, the more likely a customer will become a return buyer in the future. Plus, when your customers have a positive experience with your customer service approach on social media, they will shout it from the rooftops. It\u2019s basically free publicity!<\/span><\/p>\n What should you look for on social media to help you anticipate their needs (especially for customer service-related issues)? <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Social media is a great way to gain insight into your competitors’ actions. You get a front-row seat to find their strong points and their weak points on social media. It also allows you to see what\u2019s popular among your competitors and find ways to be creative with your social media.\u00a0<\/span><\/p>\n If you can identify your main competitors on social media, you can use that information to tailor your social media strategy and make it personal to your brand. The <\/span>\u201csimilar-but-different\u201d approach<\/span><\/a> can be an effective baseline strategy.\u00a0<\/span><\/p>\n When looking at your competitors\u2019 social media, ask yourself these questions:<\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_2_font_size=”32px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\nPuts Your Parts Business in Front of Future Customers<\/strong><\/h2>\n
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Helps Get Customers Engaged<\/strong><\/h2>\n
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Builds Brand Awareness For Your Dealership and Parts Department<\/strong><\/h2>\n
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Helps Increase Your Referral Rates<\/strong><\/h2>\n
Helps You Anticipate Customer Needs<\/strong><\/h2>\n
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Keeps You Ahead of the Competition<\/strong><\/h2>\n
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