“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” – Howard Schultz, CEO of Starbucks
Through life, we connect with many different people and build very different relationships for varied reasons.
We may build relationships and connections based on common interests or because they teach us new things. Maybe we feel good when we are around them or because they are always there when you need a hand or just simply because they are fun to be around.
The main reason why we are attracted to anyone when building relationships is because of their personalities.
And there is really no difference when it comes to brands building connections with their audiences, ie; your future customers.
Building a relationship is dependent on a three-step process.
Let’s put this in real terms.
If you were to chat to someone you KNEW, a good friend, family member or fellow colleague – we assume that you LIKE this person. That’s why you have a relationship with them so you are going to trust what they say. If they recommend a great coffee shop – it is more likely you are going to try it out on the weekend!
But if ‘John Smith’, who you don’t know from a bar of soap, came up to you on the street and said “you should really buy a coffee from that little takeaway place around the corner” there is a very slim chance you are going to trust his opinion, as you do not know him, which means you have not had a chance to like or trust him.
The same goes for your brand. Brand personality matters and how you connect with people, especially online. Customers don’t do business with a logo or a product, they do business with people, they want to know about what goes on behind the scenes, what you stand for and how others feel about your organisation.
If you approach Facebook Marketing with the sole mindset of “making money” you will be disappointed with your results. Facebook is first and foremost a social network, not a business network. Our goal is to make a genuine connection with the audience.
When planning your social media content, start with these four fundamentals:
- And of course…. Wait for it…. Personality!
Due to the vendors creating stricter brand guidelines, all dealership websites tend to look the same.
The number one Jeep dealership in Brisbane will have the exact same website as every other Jeep website in Australia. The Mitsubishi down the road will have the same website as a Mitsubishi dealership in another state. Sure, they may function slightly differently but the potential customer has no particular desire or persuasive reason to visit one compared to another.
In an industry that is full of options – how do you stand out from the crowd?
ANSWER: By using social media to show what your website can not – your personality.
And why is the personality important? Because people relate to people and people buy from people.
The main thing people suffer from on social media is F.O.M.O – the fear of missing out. People want to be updated with the latest news and entertainment and don’t want to miss anything.
Introduce your fans to what happens day to day and the people who make your company tick — your employees, customers, vendors or even that guy who is there first thing in the morning putting plate surrounds on new cars.
Here are 5 ideas of personality content that you could implement straight away:
- Meet the team – Introduce a new member of the team or someone who has been there for a long time. Tell their story and why they love their job!
- Celebrations – is it someone’s birthday? Or work anniversary? Grab a piccy of them with their cake, balloons or the team celebrating with them!
- New stock – grab some staff and have them hop into the latest SUV that’s just rolled onto the yard!
- Current events – decorated the dealership for Christmas? Or are the staff dressed up for Halloween? Show off your efforts on social media!
- Spotted – do you have a car on display at a shopping centre or local event? Share this with your audience and encourage them to stop by and say hello!
…want some more ideas? Download our Personality Photo Guide with 25 great ideas to get your personality started! [Download Your Copy]
Now that your audience knows who you are, you can start to gain their trust.
Overtime, they will see more content from you, getting to know you more, but also providing them with entertainment and information that they will value. They will then start to LIKE what you are all about.
Overtime you will start to earn their trust.
By having your audience at this stage, they are so much easier to sell to – they already know, like & trust you. When it comes time to make a purchase, they will choose to buy from you, instead of you competing for their sale.
It may take some time to get everyone in the dealership on board, but making social connections with the customers is a guaranteed winning formula in the long run.
Get started today! If you need a hand, don’t hesitate to reach out, we would love to help you succeed!