Navigating the ever-expanding world of social media can be a confusing task – especially for shop owners who are often more focused on replacing fuel pumps than posting new photos on Facebook. As a result, many shop owners either turn to a social media agency to manage their social media efforts or forgo social media altogether.
Neither option is ideal, but opting out of social media altogether is worse, since it can potentially cost a shop the opportunity to build relationships and drive sales. And while I understand the convenience of delegating social media to an outside vendor, it’s rare to find an agency or consultant who can accurately convey the unique personality or characteristics of your shop. That lack of “customized content” makes it difficult to connect with customers and can actually result in you having the same type of generic posts as many of your competitors.
So, while I know social media can be time consuming, I believe it is worth doing yourself. Following some simple rules can make managing social media not only less frustrating, but more efficient and effective. Here are some basics to help guide you through the social media maze.
Choose your channels carefully
The social media landscape is overflowing with options, but as is the case with traditional advertising vehicles, only a small portion will benefit your business.
For shop owners, I recommend Facebook, Google Plus, Yelp and and YouTube. In my experience, these four channels seem to have the best conversion rates and make it more likely that you will reach your target audience.
· Facebook is the world’s largest social network and it’s becoming the place consumers are increasingly turning to when searching for goods and services. Nearly 1 in 3 Facebook users has purchased a product or service after sharing, liking or commenting on it on the social media platform – making it the channel most likely to drive purchases, according to the software and marketing research firm Vision Critical.
· Google Plus may not be as large as Facebook, but it can have a tremendous impact on your search rankings and anything that drives more consumers to your site is worthwhile.
· Like it or not, millions of people use Yelp to research businesses, so if you’re not active on the site, it could mean missing out on potential customers. Earning positive reviews on the site could also translate into increased sales if research serves as any indicator. A Harvard Business School study identified a correlation between high Yelp rankings and revenue and another survey from Dimensional Research found that 90 percent of consumers who read online reviews claimed that positive reviews influenced their buying decisions.
· Posting videos on YouTube can not only boost your search rankings but also drive more engagement with followers of your Facebook, Google Plus page and website.
Content is king
Developing content is where shop owners seem to struggle most and where falling short can often prevent your social media efforts from connecting with customers. When it comes to Facebook and Google Plus, a mix of promotions, advice and unique content seems to work best. The unique content can be anything from reviews to photos of staff and customers to comments on current events to information about a shop’s community contributions. For examples, check out Houston-based Kacal’s Auto Repair’s Facebook page, (www.facebook.com/kacalsautoandtruckservice) where the shop’s posts include asking followers about the longest they’ve owned their cars and which Top Gear host they like best.
For Yelp, engagement is key. Thank customers for positive reviews and let them know you value their business. Apologize to customers who post bad reviews and offer solutions to resolve whatever issue was raised. Replying consistently can help you build your brand and protect your online reputation.
YouTube is the channel that seems to intimidate shop owners most. Many think they have to hire an expensive videographer or spend months learning how to shoot and edit video on their own. But shooting something simple with your iPhone about why people should frequent your shop can work just as well.
Cultivate a following
There’s no point putting time into these platforms if you don’t have an audience to conduct a dialog with. Encourage your customers to follow you on the social channels where you have a presence every time you interact with them. Make sure there are links to your various social media pages on your website and on everything you distribute – from your mailers to your newsletters and even at the bottom of your email signatures. Posting interesting content frequently is also a good way to attract fans. For Facebook and Google Plus, that means posting at least three times a week. If you run a promotion, make sure you place a specific time limit on the special to create a sense of urgency.
Gathering reviews from Yelp can be trickier. Some shop owners have an iPad at their front desk and ask customers to write reviews during the check out process. Another option is to send an email to customers as soon as the repair order is closed, encouraging them to post a review with links to your Yelp site.
Remember to also use your website to direct traffic back to your social media channels. Posting reviews or videos can help tremendously with your audience-building efforts.
There’s no denying that social media does take time and energy, but if you target the right channels, create personalized content and stay consistent, you’ll see the return is worth the effort.
