5 Audience Specific Social Media Marketing Trends That Will Impact Your Dealership’s Business in 2016
By now, savvy dealerships that sell heavy trucks and/or construction equipment know that social media tools are must-have assets for effective communication and marketing. To make the most of these tools, you have to stay abreast of the latest social media marketing trends. So let’s take a look at what’s trending for 2016.
Not all of these trends will seem as relevant for your dealership as they may be for other types of businesses, especially B2Cs with younger audiences. But don’t gloss over them too hastily. It behooves dealership owners and managers to remember that young people who are setting many of these social media trends are tomorrow’s customers and employees. If your dealership is family owned, they are your up-and-coming top leadership.
Relatability today will help you build a more profitable future. These five social media marketing trends will help you relate to all your audience segments.
- Fewer, more relevant followers
Top celebrities have millions of social fans and followers. You were told your dealership should rack up as many as possible, too. But why? If 10,000 people saw your latest video, would that actually increase your sales? Not likely. Just as you’ve worked hard to define your target audience segments and create highly relevant content for each of them, it’s now time to think value rather than volume when it comes to social interactions.
Build stronger relationships with those who already know your dealership. They’re the ones most likely to comment, share, like and find other ways to promote your dealership to their own social networks.
- More relevant metrics
If you’re going to reevaluate your marketing based on quality instead of quantity, you’ll need to rethink the metrics you’re using. Monitoring your number of followers, likes and re-tweets is still good, but the most telling metric is conversions. Conversions lead to sales, the reason you market your dealership.
Facebook now offers “Conversion Lift” analytics that help you see how (or if) your Facebook posts and other interactions are producing bottom line results. This could be a big plus for your dealership, because determining social media ROI has been a bit fuzzy up till now.
- Analytics that track emoji
Did you just say huh? Emoji, also known as emoticons, are those little faces or other “doo-dahs” you can add to your messages to denote emotions. They are highly favored among younger generations but also used by a growing number of not-so-young online communicators.
Too cute for your tough-minded construction and trucking customers? Not necessarily. Your customers and prospects have feelings, and they’re certainly busy. Emoji are a quick, easy way to make a point – far more efficient than struggling to spell out a message on their smartphone’s tiny keypad.
What’s trending here is the fact that Facebook and Twitter are introducing emoji analytics. You’ll be able to track how emoji usage relates to click-throughs and conversions and maybe even find a correlation between certain emoticons and positive or negative marketing response.
Customer service goes social
There’s nothing new about customers using social platforms to express themselves about products or the service they’ve received. What is one of 2016’s top social media marketing trends is that businesses are using social proactively to boost customer service. Facebook’s new-and-improved Messenger gives you new ways to reach out to customers and enable them to message you privately if they have questions or concerns.
Industry experts project companies will use these opportunities to automate much of their straight-forward Q&A type customer service. When customers can get answers quickly via Facebook or Twitter, live support staff can focus on more complex issues one-on-one with customers.
Mobile is mandatory
Construction and trucking customers and dealers fully understand the need for mobile communications. These devices are ubiquitous now. Studies show the vast majority of social media users access their platforms via mobile devices. If your website and all your other content, marketing campaigns, etc. isn’t optimized for mobile, you’re going to lose customers. Guaranteed.