DO SOCIAL MEDIA ADVERTISEMENTS WORK? ONLY IN THE EVENT THAT YOU DO!
LIKE ANY OTHER SALE OR LEAD… WORK IS REQUIRED OF SOCIAL CUSTOMERS!
Because I’m blogging on the SIMPSOCIAL website tonight, this feels appropriate. Also, I’m not a SIMPSOCIAL employee or affiliate; I am, however, a fan.
I believe that using Facebook and other social media to create sales leads is a good idea. This may be done for almost any company, regardless of their demographics, background, or location. Ten years ago, social media advertising didn’t even exist. In the United States alone, more than $30 billion was spent in 2017 (according to the HootSuite Blog) to grab people’s attention on Facebook.
With all the money spent on social media, you’d think it’d be simple, right? To offer for sale. Because of the advent of social networks, relationship marketing, and the need for transportation, people, all those prospective clients, should be lining up to buy automobiles from you. After all, they clicked your ad, so what else is there to do?
IT REQUIRES EFFORT.
Facebook and other social media platforms will be able to generate leads, clicks, and attention for your company. But…
Someone still needs to WORK the lead, the relationship, and the deal. Just because you can appear where the eyeballs are doesn’t imply it will happen automatically. People, like any other consumer from any other lead source, want to be taken seriously and treated well.
Any social media channel, in fact, can create leads. In comparison to other types of leads, I believe social leads, or “relationship leads,” are special. Before they even know who you are, these individuals are out buying for you! Someone has submitted their information because they believe you or your company is who they think you are. It’s due to their view of you and the way you presented yourself on Facebook (or elsewhere). They simply want to be recognized, make a buddy, and buy a car.
IS THEIR PERCEPTION CONSISTENT WITH THE PROCESS AT YOUR STORE?
The issue is that many salespeople overlook this initial chance. Because they have been conditioned not to be human anymore, but to be salespeople, salespeople get in their own way and raise objections. They make assumptions and try to figure out what “excellent leads” are. Managers obstruct growth because they do not believe Facebook is a “genuine” advertising platform. We follow the old school approach of “Get ’em in!!” and “Let’s sort things out once they’re here.” BDC (phone) personnel obstruct customers since they frequently do not know the answers to their questions. It’s like a game of customer volleyball gone awry. THAT STUFF DOESN’T WORK AT ALL.
THE TIME HAS COME FOR YOU TO SHINE.
Here’s what actually works. This is where the magic takes place. THE GOLDEN RULE: TREAT OTHERS AS YOU WOULD LIKE TO BE TREATED.
When did we stop doing that? People should be treated as humans. Remember that a social consumer came from a social network and treat them with respect. In theory, you should treat all customers equally, but occasionally social customers don’t even aware they’re customers. It’s possible they weren’t looking at 19 other websites and touch points. They were perusing Facebook with cousin Eddie when they came across a truck they loved. So they pressed the button. And then… #BOOM, the sales process begins.
Allow for greetings and the initial stages of “wishes and needs” evaluation to take place right away. Remember… what is the one thing that someone expects in return when they ask a question? Yes, there is a response. People want a response… closure to what was asked, even if it isn’t the one that was expected. Then, as the sale progresses, Continue each step where you left off as things progress.
The last thing a customer wants is to feel like they’re making progress with you, so they decide to move forward with you toward a purchase, only to be thwarted and have to start over when they arrive at the dealership… they’ll be wondering, “What just happened?” Both online and offline, maintain continuity by picking up where the conversation left off.
In a nutshell, social networking and Facebook advertising both work. These platforms are costing you money —
PUT IN THE TIME AND EFFORT! IT WILL ONLY BE AS EFFECTIVE AS YOU ARE, LIKE ANYTHING IN LIFE.
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