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4 Ways to Build Brand Awareness With Social Media


Are you using your dealership social media presence effectively? This weeks Wednesday Workshop has tips to make sure that you are! 


Welcome back to another Wednesday Workshop from DealerOn. Social media can be one of the most cost-efficient ways to promote your dealership. The challenge is knowing how to effectively use these platforms to be noticed in an increasingly cluttered field. Today, we’re going to go over four tips that will help turn your social media presence into one that gets eyes on your brand.

Number One: Personality goes a long way.

You want your social media to feel like a person, and people have a distinctive personality. Are you funny? Sincere? Warm? Do you have a fondness for cheesy dad jokes or a photographer’s eye? All of these can be excellent hooks for your brand. Ask yourself a simple question: what’s your dealership’s personality? Look at the kinds of vehicles you sell, your customer base, where you’re located, and other indicators. These make up what is known as your Target Audience. Ensure your social presence reflects content that your customers want to see.

Number Two: Humor can be very effective when used with care.

Corporate Twitter accounts that get a lot of followers are usually funny. Wendy’s, Netflix, and Denny’s are some of the best-known brands who are surprisingly funny. While this can be a great way to build followers, it’s also difficult. First, being consistently funny on social media isn’t easy, and a smaller brand will need a joke to go viral to get any real traction.

Number Three: Tag, you’re it.

Think of social media as a party. You can stand in the corner and talk to yourself, or you can start conversations with other people. The way to do this is with tags. This is different than hashtags, which we’ll get to in a second. Tagging other accounts varies based on the platform. On Twitter, where it happens most often and is most effective, that means adding the Twitter handle to your tweet.

Number Four: Hashtags, hashtags, hashtags

Hashtags are a way of creating and maintaining larger conversations across the breadth of a social media platform. Include a couple with most tweets to reach a larger audience, but don’t go overboard. No one likes reading a tweet that looks like this. One or two hashtags helps make your point. More than that and you’re hiding your message.

We hope find these tips helpful in boosting your dealership’s brand awareness. That’s all for today’s workshop. As always, if you have any questions or comments, leave them below. Thank you for watching, join us next week for another Wednesday Workshop from DealerOn.

Emotional Intelligence in Online Sales

Emotional Intelligence in Online Retail

Emotional Intelligence in Online Sales 

At its root, the internet is a paradox. It connects the world, but in so doing it misses some crucial parts of the human experience. Social media posts ironically lack a personal touch, which leaves everyone at a disadvantage when interpreting intent. Whats needed in the public sphere is something whose importance many have only just begun to recognize: emotional intelligence. 

Ive talked about emotional intelligence in this space before and likely will again, because of how vital and largely forgotten it is in the modern landscape. Today, Im going to discuss applying emotional intelligence to a place where its often lacking but sorely needed: online marketing. 

What is emotional intelligence? 

Emotional Intelligence encompasses a broad range of skills in the social arena. Think of it as having an awareness of not only how you feel, but of how youre presenting yourself and how others are reacting to you. A degree of control over your moods is essential. Im not talking about turning yourself into an emotionless robot, but rather curbing outbursts of temper and the like. Empathy is perhaps the most important cornerstone. People with high amounts of emotional intelligence tend to be leaders, have lots of genuine friends, and are good to have at parties. 

Isnt it hard to be emotionally intelligent online? 

Oh yeah. When interacting online, youre doing so at a remove. Emotional intelligence in-person is often practiced with a high degree of nonverbal communication as you read someones facial expressions and body language, both of which are hard to do on a Zoom call, let alone in a text-based environment like most social media. 

Fundamentally, though, marketing is about emotions. Buying decisions are made primarily at an emotional level, and any effective marketing must address that. So as difficult as it might be, emotional intelligence is required for good marketing. 

How do you start using emotional intelligence in marketing? 

The goals of online marketing are to be personalized, unobtrusive, and effective. Data collection is part of the first, although it can run into the second. For you, as an automotive dealership, most of the data you get are either going to come from submitted leads or from previous purchases at your store. But thats just the technical angle. Emotional intelligence is about moving beyond the technical and into the personal. 

Making your marketing unobtrusive and effective is about empathizing with the needs and desires of your customer base. Understand them, and you will be using emotional intelligence in your marketing. 

Is it about branding? 

To an extent, yes. Emotional intelligence on a personal basis involves knowing oneself first. You can do this with your brand as well. Are you a family-oriented business where everyone is welcome and the atmosphere is informal? Or are you a luxury store where everything from the clean decor to the smartly-dressed sales associates just screams class? Either way, your online marketing needs to reflect this personality.  

What about the audience? 

Good news, thats exactly the kind of question you should be asking. Empathy with your audience shows a high degree of emotional intelligence right off the bat. If I could distribute reward cookies, I would. 

Its more than that, of course. Its about caring what the response is. Think about what your audience cares about. In our example, the former store likely has a customer base that is more concerned about cost and wants a low stress purchasing experience. The latter store has a customer base that highly likely wants a vehicle with all the bells and whistles. 

As a rule of thumb, ask yourself how your customers are feeling, and then how you can address those fears. 

Great! So Im done. 

Youre never done. Emotional intelligence is a process that should inform every aspect of your marketing. Never stop asking the questions about yourself, or about your customers. Who knows, the answers might change over time. Simply asking those questions puts you in the right headspace to be understanding and empathetic, which will take you a long way. 

Got it. Im going to go think about my feelings. 

Me too. And if you find you have any other questions, just add a comment below. 

Car Dealers Should Stop Running SEM Campaigns Right Now


If you’re just going to let a machine do all the work, you might as well stop. The majority of SEM campaigns running for car dealers today are machine-based programs. Is this all bad? No, but there are consequences that come with “set it and forget it” SEM platforms.

Honestly, some dealers can afford to run SEM campaigns through automated systems that miss critical components for optimal results, but why would you want to? Let’s be fair… most dealers are not going to take the time to know how every digital marketing detail affects their bottom line. With that in mind, here are a few tips to fill the knowledge gap that will at least help you keep an eye on areas of importance.
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