The marketing strategies of yesteryear required a lot of waiting and patience. Businesses pushed their universal messages to an obscenely broad audience in hopes of reaching any potentially interested consumers. This is no longer the case as today’s consumers demand relevant conversations with brands and businesses. While some marketers still yearn for the days of shouting impersonal messages at vague populations, others no longer wait for leads; they go out and get them.
A simple Twitter search for a business will reveal current, potential and former customers sharing experiences, questions and opinions about the company and its products/services. Broadening your search to industry-relevant keywords, filtered for the business’ location, will reveal a much longer list of conversations. These dialogues are all potential customers’ thoughts and feelings of the business!
Within the automotive industry, proactively searching online conversations is an incredibly valuable practice. In essence, it expands the sales floor and service bays by hundreds of square miles beyond any dealership, allowing dealers to go out and get leads instead of waiting for them to come walking in.
While it’s a great start, searching Twitter is just the tip of the iceberg. By monitoring all online conversations for industry keywords such as “car shopping,” “need an oil change,” or “broken transmission,” dealers can discover exact models, accessories and services that consumers in their area are discussing and shopping for. After that, it’s only a matter of engaging with these potential customers in a tactful and strategic way that offers them an exclusive experience, valuable insights, services and solutions.
There are many online listening platforms available, including those inherently built into social media channels and, of course, search engines. Most are easy to use, but there is always a learning curve when it comes to developing truly efficient skills. There is some time required to develop an idea of consistency and even more time to develop an overall effective strategy. For the long-term, investing in such a platform necessitates a firm commitment to daily monitoring, interaction and optimization.
Unfortunately, the personnel of most organizations are often too busy with their main responsibilities to devote the proper amount of time to learning and managing online listening. This is when digital marketing agencies like Dealer Product Services, having developed proprietary online monitoring tools, are most valuable.
At DPS, online monitoring is included in the social management packages. In addition to developing social media strategies and daily management of social channels, DPS has the necessary bandwidth and expertise to systematically monitor online buzz, engage consumers accordingly and capture valuable sales leads.
Are you actively listening to online conversations in order to capture viable leads? Share your questions, opinions and/or success stories in the comments section below.