Twitter is more than just a great networking site; it can also be a powerful tool for your dealership… if you know how to navigate it. As a massively popular platform for discussion, Twitter allows you to easily target individuals and companies with similar interests and speak directly to them. If your strategy is sound, those engagements can segue to solid leads and swift growth!
Here are five simple steps to utilizing Twitter and building a bank of sweet, sweet leads:
Here are five simple steps to utilizing Twitter and building a bank of sweet, sweet leads:
- Hashtags & Trending Topics – The easiest, fastest way to reach a large audience. Twitter always has a feed of trending topics on the homepage, and joining the discussion on any of those tags helps you reach a lot of people in a hurry. Keep an eye on those topics and make timely comments. Avoid sending tweets that aren’t relevant or that directly solicit sales – the average user is way too smart for that. In the same way, most of your tweets should use hashtags. This is the main way Twitter users explore topics of interest. There are scores of directly relevant hashtags, and some quick research should help you figure out which ones get the most use.
- Follow and retweet related content. Use your Twitter account as a springboard for relevant news and information. Make sure you’re following every relevant dealer, automaker, spokesperson, etc. Follow vintage car clubs, racecar enthusiasts, AAA, and other related organizations so you can forward news and promotions to your customers via retweets (and stay informed yourself!). To dive deeper, a little research can help you determine the interests of your customers. Start requesting Twitter handles from clients, enthusiasts and employees. See who they follow and compile lists to determine what types of people/companies/resources are popular among your potential and current clientele.
- TAKE PICTURES! Content with media attached to it always performs better than text alone. Snap shots of the sweet rides out on your lot and in your showroom. Take photos of vintage vehicles, old ads, modified cars and anything that shows your brand in a positive light. Post pictures directly from your dealership of staff and satisfied customers. This shows that you love what you’re doing and what you’re selling. Combined with proper execution (*hashtags), it will increase and diversify your base of followers, getting a wider range of people to notice you.
- Follow your competitors. Note complaints against them. Use the input of their customers to improve your own approach. Add those complainants to a list on your account. Tweet to them when you’re offering a promotion or putting out new models. Observe the promotions, responses and content from your competitors. Keeping an eye on them will surely spark some great ideas and help you avoid their pitfalls.
- Have a personality! Be funny, conversational and human. Instead of putting your company logo or a static shot of your dealership as the main profile picture, make it the person who operates the account. Allow them to take it on as an individual, rather than a corporate conduit. Check out Scott Monty, who runs Social Media for Ford, for a good example. Also, retweet useful or just-plain-fun content on a consistent schedule. While humanizing your dealership, this also makes you more accessible and ripe for interaction.
Have any questions on what you read or need any advice to settle your own Twitter misadventures? Leave a comment! We’re on the case!
