Pub. 1 Issue 4

VIRGINIA AUTO DEALER www.vada.com 10 S elling cars is a great business to be in, but the rules have changed in some ways as a result of the internet and social media websites. Today, customers do look on web- sites, but they often start the car search on social media. Reaching potential customers and connecting with them through social media is only going to work if you choose the right social media websites and use them to build a compelling brand. Building a compelling brand has essential components: the brand needs to be likable, convenient and available. Also, you need to prepare potential customers for the day when they are ready to buy so that when they decide to buy a car, your brand is the one they want. Being likable involves being personal and social. Many deal- erships do good within their communities by supporting local charities and schools. Social media platforms are ideally suited to letting people know about these efforts. Pick things that matter to you, because whatever matters to you is going to matter to other people, as well; being personal is a great way to connect with someone else. Animal lovers may divide into groups (the ones who love dogs, the ones who love cats, and the ones who love anything alive), but whichever category you happen to fall in personally, other people will be able to tell that your interest is genuine. Genu- ine interest creates a bridge between you and other people. Being convenient involves knowing your customers and potential customers well enough to know which social media platforms they use so you know which ones are most likely to help you maintain a connection with people. Social media platform usage shifts all the time. Do your homework and plan accordingly. Once you decide where you want to put your time and energy, write another plan for reminding people about your brand. The Auto Brands AND SOCIAL MEDIA