Ed Barton, fusionZONE CEO, gives you the red flags to look for when picking a digital marketing vendor.

Whether you run a pet shop or a car dealership, it is essential to connect with your customers on social media platforms like Facebook, Instagram, and LinkedIn. Engaging with your client base can:

  • Help new people discover your brand
  • Boost traffic to your company’s website
  • Encourage buyers to remain loyal to your brand
  • Drive sales and generate leads

What can you do to increase your organization’s social media engagement and begin enjoying these benefits? 

1. Post Engaging Content

The first move on the road to increased engagement is to create and post content that will encourage your followers to comment, like, or share. Depending on the demographics of your client base and the nature of your business, this content could be:

  • A funny meme or picture
  • A thought-provoking infographic
  • A product photograph, or
  • An in-depth news article

When selecting content, stick to topics that are likely to leave your audience feeling happy, inspired, or encouraged. If you post something controversial, you may find yourself generating social media engagement for all the wrong reasons.

2. Ask Questions

One of the fastest and simplest ways to get your social media audience to leave a comment on your Facebook post is to ask them a question or seek their opinion on something. These questions don’t need to be complicated or overly detailed. The following examples can drive the engagement your company needs:

  • “If you could travel anywhere in the world next summer, where would it be?”
  • “What do you want for Christmas this year?”
  • “What do you think? Is a hot dog a sandwich?”
  • “What’s the first thing you’re going to do when you get your hands on our new product?”
  • “Have you ever dealt with this issue before? What did you do?”
  • “What’s your New Year’s resolution?”

If your questions are particularly thought-provoking, you may even spark a lively debate among your customers in the comments. Asking questions can also encourage your customers to leave reviews and feedback on how you can improve your products and services.

3. Use Relevant Emojis

Adding emojis to your social media posts may not seem like it would have a significant bearing on the amount of engagement your company enjoys, but the data shows it can make a sizable difference. According to a study conducted by Media Update, posts that use emojis get:

  • 57 percent more likes on Facebook
  • 33 percent more shares on Facebook
  • 48 percent more engagement on Instagram, and
  • 25 percent more engagement on Twitter

When adding emojis to your posts, it is extremely important to select ones that suit the tone of your message. It makes little sense to add a crying or sad emoji to your announcement post for your exciting new product.

4. Respond to User Comments

You do not want to leave your audience hanging once you finally get them to leave comments on your Facebook and Instagram posts. If they notice that you seem to be ignoring their thoughts and ideas, they are unlikely to leave any again in the future.

The best way to avoid this nightmare scenario is to leave a short response under as many comments as your resources will allow. Your replies do not need to go into a great deal of detail, but they should show you took the time to read their comment.

You may use the following examples if you get stuck for response ideas:

  • “Thanks for taking the time to read our blog! To answer your question…”
  • “Glad you liked the video! We always love hearing feedback from our loyal customers!”
  • “Thanks for asking about our product! You can learn all about it at the following link.”

Being able to see that you take the time to leave replies to comments will encourage users to come back to your page again in the future.

5. Use Eye-Catching Imagery

You only have a second or two to grab a user’s attention while they scroll through their social media feed. If you miss the mark, they will move on to the next post without giving yours a second thought.

Fortunately, you can make users stop their scrolling and take a closer look at your post by using eye-catching imagery. According to Buffer, adding a vibrant picture to a Twitter post can boost engagement by as much as 150 percent

For examples of eye-catching images, check out the following examples from Tesla, CHANEL, and Estée Lauder.

Need a Little Help? Contact the Experts at fusionZONE Today

Are you having some trouble putting these engagement-boosting tips into action? Perhaps you don’t have time to worry about your company’s social media pages? In either case, the experts at fusionZONE are here to help!

We have been helping small and large businesses across the U.S. to grow and manage their social media presence for years – and we would love to do the same for you. Fill out our online contact form or give us a quick call at (424) 232-0728 today to talk to a member of our experienced team.

Laura Morse of Jim Norton Toyota

This month’s Word on the Street segment features Laura Morse, the eCommerce Manager at Jim Norton Toyota in Tulsa, OK. As Laura will tell you, her multifaceted career prepared her to tackle automotive sales as an industry veteran. State Farm Auto insurance just may have stolen their slogan “we know a thing or two because we’ve seen a thing or two” from Laura.

While most dealerships are scratching their head on how to mitigate sales losses in the era of COVID-19, Jim Norton Toyota is meeting and possibly exceeding their sales targets. As it turns out, their processes and commitment to outstanding customer service prepared them for just this sort of event.

Below are some of the key moments of our conversation together on how to equip yourself to make the most out of the situation.

On Creating an Empathetic Message

At Jim Norton Toyota, my General Manager saw very quickly we couldn’t have the same sales message as we were using a few weeks before. We took a look at ourselves from the customer’s point of view to see if we liked our own message under these new and very serious conditions. 

The message we wanted to create was not “Big sale going on today!” but “How can we help you today?” Thankfully we launched our Express purchase program last year as well as Service Concierge. So, for us it was not new to offer and promote safety-conscious home visits for sales test drives or picking up a customer’s vehicle to be serviced and returned.  

It may sound funny, but back when I was on the sales floor, I always treated my customers the way I’d want someone to treat my mom, dad or brother.  To me this feels the same – what can our dealership do to help our loyal customers during this unusual time?

On Social Media and Being Creative

We know people are spending more time on the internet than ever before due to COVID-19.  Our social sites are seeing a lot more engagement.  But if everything we post is a blatant sales message, folks are going to stop reading pretty fast.  So, we enjoy offering a mix of interesting content peppered with sales info. 

We recognize our dealership staff and congratulate high achievers, give fun employee birthday and anniversary shout-outs every day. We worked with our service department to create ‘Tech Tip Tuesdays’, which offers helpful service advice.  Then we do Trade-Talk-Friday, answering common questions people have about trading-in their vehicle.

On Sanitation and Informing Customers

Our company is taking extra precautions to ensure our customers’ safety while visiting the dealership.  Not only has our dealership followed every CDC guideline, but we have added plexiglass dividers throughout our customer-facing departments.  We want customers to feel safe while they’re here.

After someone has been in lock-down for a month, they tend to look for any reason to go out!  Having reliable transportation is so important and why the Oklahoma Governor deemed automotive an essential business.

On Industry Veterans Adapting to New Technology

Everyone on our team has been very resilient and adaptable. Thanks to the guidance and vigilance of our General Manager, we were a process driven dealership beforehand. So a lot of this came second nature.

With a sales team of over 50 sales associates, we quickly started a telecommuter process and changed our team schedules. Tracking everyone’s activity and reporting was essential before but was now is under the microscope. I believe it is a large contributor to why we’re doing well.

 

That wraps up this month’s segment of Word on the Street! If you’d like to be featured as a person of interest, please contact WOTS@fzautomotive.com.

Stay safe!