The Dealer Playbook
The Dealer Playbook

Episode · 5 years ago

DPB 094: Kathi Kruse on How to Get More Out of Facebook

ABOUT THIS EPISODE

  

Kathi Kruse (@KathiKruse) is a social media consultant and marketing strategist. Who newly revised book, "Automotive Social Business" brings you a deeper understanding of how to captivate your customers, sell more cars, and be generally remarkable on social media. 

Episode 94 of The Dealer Playbook dives into how you can get more out of your Facebook Marketing, and what KPIs you should be tracking for digital success. 

Key Takeaways:  

  • Have a clearly defined goal or objective. It's not enough to just say you want leads. You need to go deeper than that. 
  • Define your audience. Who are you speaking to? 
  • Audit performance (remember that performance is hinged upon your objective) 
  • Use Data to make adjustments 
  • Repeat  

You can find the shownotes at http://www.thedealerplaybook.com/94 

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Review the show here: http://www.thedealerplaybook.com/dpb-itunes 

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Welcome to the dealer playbook podcast. My name is Michael Cirillo, and each week I sit down with the brightest minds and marketing, sales and leadership to help you level up your career in automotive thank you so much for spending your time here with me today. Now let's open up the playbook. Here we go. All Right, here we go back with another episode of the deal playbook podcast. I'm so glad you're joined me today, because my guest is going to freaking drop power bombs on you like it is going out of style. Okay, don't get worried. I don't know what I'm saying here, other than I'm super excited to have cathy crews on the show today. Many of you know cathe. You've consumed her content, I'm sure, in some way, shape or form, and she is joining me on the show today to share insights into how you can get more out of social media. We're going to talk specifically about facebook and the KPIS and strategy and things that you can do to get more results. And come on, man, I know that is what you're looking for. So let's dive into this episode of the dealer playbook. Hey, Cathy, what's going on? Hey, everything and anything. Yeah, yeah, you're busy, heads down working some big projects, it seems like. Yeah, yeah, yeah, she's just do things. Just before the call, you were slamming back a protein bar, because that that's what cathe crews does. She's in a million places and one place all at the same time. Yes, and and a lot of times that's just in my head, I think most of our heads sometimes. It's funny actually you say that. I was talking to a guy and he's like don't we? We're busy as a badge sometimes, like it's like this badge of honors, like, Oh, I'm so busy all the time. But but no, I hear you and thanks so much for taking the time to join me on the dealer playbook and be my first guest in this new setup that I have here. Yay, well, thanks for having me. I'm really, really glad to be here. You know what, I've been looking forward to having you on the show since we met for the first time in person at digital deal or was it digital dealer in in Orlando, and ever since then I have a notebook and I'm like, okay, I need to ask Cathew cruis this and I need to ask, and I use your full name, by the way, like I need to ask a ready people. Yeah, totally, and so it's exciting to finally have you on the show. I know a lot of dealers are asking questions that I think we can explore and just dive in your brain here for a few minutes. Specifically, I want to start off with facebook, because I think, and correct me if I'm wrong, but what I've kind of observed as a lot of dealers are starting to go hey, wait a second, I think there's an opportunity here in facebook. You know, we're starting to see them divert maybe some other budgets or a little bit of their budgets away from Google and bing and some of the more, I guess now we can call them traditional digital advertising mediums and they're starting to explore with facebook. But, as always happens, I think what we're seeing is dealers going okay, but what am I looking for here? How do I get more out of this? And so I want to turn this over to you. When a dealer is saying, okay, I want to get involved in Facebook, I've got a budget set aside. What are some of the things they should that that they should be looking for getting started. Well, first I would say that make sure that you can commit to it, because it's going to be a different kind of journey. And in fact I just had a client right before we were talking here that they come to the table and they and it's either maybe the dealer, but sometimes it's also the staff that's involved in the marketing, because more and more I think there's in house staff that has to be in place to do marketing. So right, but you've got to come with it's like you want to be there, like you heard about it and like it's where you need to be. And I hear this from everybody, but I'm not really sure and there's a lot of apprehension about it. And then some, some do kind of make the decision. They want to do it, but it's almost like somebody that decides that they're fat and they need to go on a diet and they say, well, I'm going to go on a diet, I really want to, I want to lose weight, but then not quite ready. They can't really fully take the action to get there. And we it's our behavior. It's like human behavior. So it's because they haven't charted out like and that's almost a goal setting, like life lesson that you just dropped on me here, because I'm in that process right now, and boy do I...

...wish that after five weeks of working out, I could just see some sort of like cha like resemblance of something happening in the abdomen region. But you know, I think the differentiator and why I'm still sticking with it five weeks into the process is, or picking it back up into five weeks into the process, is because, you know, I sat down I, like you said, am I committed? Am I committed to seeing this thing through, and what are all the steps that are going to take place between the decision I just made here and what it's going to take to get there? Yes, and so we're seeing that with with facebook. You're saying, yes, definitely. So many that lately, for some reason, so many are like, yeah, I really need this, and I get but they're not really ready, whether it's operationally ready that, and that can mean many things, but or they're sales people aren't ready or whatever. But but also just that it's, you know, the the actual commitment that it takes and understanding really what that commitment is. And that's probably what I do most of the time, is, at least through my blog and through my conversations, is try to get people to understand that these mediums are, you know, valuable, but you have to have a strategy and have a plan and just taking to it like Willy Nilly is going to get you nowhere. And but I thought Willy Nilly was by strategy. I thought, and you know, just to break out what I'm saying here, because you and I chuckle about this, but I mean Willy Nilly really is kind of the strategy that I or sorry, the thing that a lot of people call strategy, not just in the car industry. But we sit here we go, okay, so my strategy is I was spending ten grand a month on Google. I will now spend five, take the other five and put it on facebook and run the exact same stuff, type of ads. Yes, so that that's just for those of you listening, and that's kind of where I'm going with the Willie nillion and I mean Cathy, you tell me, is that kind of what you're seeing is happening most prominently right now? Yes, definitely it's. It's both with content, like the subject matter of the content. So, in other words, no, you know, you can't really post the picture of like a boring car and say here's a here's a special and here's the monthly payment and call us today. That isn't going to work. So that content part of it, because it really content, really needs to reach all the types of the buying phases, I call it, yeah, and those are people that are not in market or people that have just recently bought from you too, but you still get to keep them part of your community. So so the content part of it and then the yeah, the the actual like dollars that you spend on facebook ads. What are your Kpis? So I know we're going to talk about that. So, yeah, starting with a goal. Each ad should have a goal, and or you can have a goal, you know, in a bunch of ads with that same goal, but and then be able to take that and Ruis, you know, run it for a while, then measure what you do and tie it back to where your goals are, and then you'll get you'll see, you know, what what worked and what didn't, and there's so much opportunity on facebook. ADDS to that. This is another where, you know, the Willi Nillie stuff can get out of hand. Every it seems like literally every week something new comes from Book Ads Platform. So gives me anxiety. And it's like, do you think the Willie Nilly is powered by? Here's a game. Do you think it's powered by like a laziness, because we're just so impatient because you said something and that was to see it through, like run ads for a while or run a strategy for a while to see at three so a is it because we're just inherently so lazy? We think like Hey, no, five thou dollars, we're going to see results, even if the result is like a bunch of vanity metrics, I don't know, and we just feel like that did something a be is it because we just don't know or see? kind of a hybrid all of the above. I think it's both. You know, for instance, I'll there's actually have a Canadian client that's we started looking at there what they're spending, and there Roli and they're spending forty five hundred a month and paper click and they don't have access to their google analytics and they don't have any I mean and they don't know any better and it's not that they're dumb, it's just they don't know any better and they haven't been, you know, around the knowledge base to know that. And and so, you know, I asked them what were you getting for...

...forty? It was actually more than forty five hundred because they were charging them another nine hundred for remarketing and then one one six hundred for something else. And I just I want to cry when I see that, because the if you're getting what you need from that kind of spend, awesome, great, but usually that's not the case. It's and that's part I actually what what I do because I have to. I really need to have the I mean I treat it like me. If it was my business, I would want to know and I'm spending on this one, am I getting for it? So yeah, but just helping them understand that. So I think there is that not not not knowing, but yeah, there is. It's laziness by by it's a ten. Laziness is like the symptom. But the root of it is the mindset of old media. Sure, you know old media, where you'd, you know, create an ad or two, have the people put it in the newspaper for the weekend or on TV or whatever, and then people would show up in the showroom and off you'd go and it's it's it's a struggle, especially for those that were that lift it, you know, but I lived it. But and if I can, if I can transition that firs can. But you know, and it's funny too, I think, you know, and that's one of the reasons we do this show is to kind of demistify, like hey, here's what it actually looks like to do this stuff. I think a lot of times, you know, people are shocked to find out that developing the strategy is probably the most intensive work, like the figuring out, like who are who's our market segment here, like demographics, data, compiling all that information, coming up with the messaging, the copy, the graphics, all these sorts of things, and they think like Hey, oh, we thought advertising was just grab a cool image from like big stock photo and for Google or Google, yeah, copying licensed image from Google and dropping it in in a way. We go and there is so much more to it. And I think, I mean, you know, I think that the effectiveness, I mean, if somebody's just willing to see through the strategy from start to finish and kind of take the steps the right way and be patient and realize, you know what, there's no rush here, like I'm not going to go out of business tomorrow if I don't get these facebook ads up or or even these Google adds or whatever it is, or send out these tweets or whatever. I'm not going to go out of business. If we can get past that, I feel like then it alleviates a lot of the pressure to say, okay, well, what is the strategy? First of all, like whom I speaking to? Hear who is who is my buyer? Like, do I have a buyer profile? And I feel like the OEM's spend a gazillion dollars a year on marketing agencies to come up with this information for the dealers to use, but I don't think it's like as readily available. I mean they're you can see offshoots of it, like if when you see a Honda Element commercial and it's always a dude like racking up his mountain bike or throwing a surfboard on the roof and like you know, there you get glimpses of who the advertising and who the vehicles may be built for, but at the dealer level it's almost like here's the money, here's one message, we hope it's valuable to everybody and then we sit here and wonder why it doesn't work. So I guess where I'm going with this is, you know, if we want to delay, just a very simple actionable path or strategy out for some, for those listening or watching, where do we start? What's the first step? Can we do we have like a maybe a mini five to seven step sequence that will help those, you know, consuming this content right now kind of figure out where they need to go, where they need to get started. Yeah, if if I'm thinking about you know, we talked about facebook. There's a lot of their I can talk about that in a second. But I think overall, just the marketing in general, you want to set your goals and then you can you can build your strategy around that. And I think the and part of that. I was just listening to an awesome podcast yesterday about buy our personas. This is not something dealership level people really have ever had to deal with because things were not that way. You didn't need to really necessarily mean if you did, it was it would be great, because the more you know about your customer, the better your marketing is going to be in the more happier they will be and we'll have a you will be but identifying the traits of your customers and and kind of establishing those, those buy our personalities, by our personas is. I just realize how important it is, and especially now the F facebook ads, because you have this wealth of data and information from facebook users and it isn't just about location anymore. You can do a whole bunch of really cool things with the the things that the the data that facebook has available. So I think took Skynet from Terminator.

Yeah, much like they know, facebook knows where terrorists are, but because of their privacy, was like, you know, like, and so, like, I hear what you're saying. I mean, how can you? I mean, I'm just picturing somebody sitting there and you know what, I've done it myself. I sit in front of you know, ads manager or power editor or something like that, and it comes time to do targeting and I'm like, Oh, right, there's five thousand options here. Yes, and so you know what you're saying about creating a buyer profile or a person or something like that. I think, man, it just does wonders for getting this whole thing kicked off. And also ties into the goals right, because you know, I feel like a lot of times we don't set clear or concise enough goals. We we say, I mean I think you we could count, two, three and both say what the the typical goal is and one, two three leads. Right. Yeah, we want leads, we want to sell more cars, but it's got to be I think it's got to be more specific than that, would it? I mean, what's your take? I feel any goal is if you just write down a goal and you have no plan, then what is that saying? You know, goal without a plan is just a wish yep to that's that. Yeah, it doesn't just work. And and you know, you go to conferences or you you know, you read blog posts or you know whatever, and there's a lot of really great tactics that you can take, like, you know with custom audiences on facebook ads and retargeting and Gosh, website customer, which is retargeting. There's so many saved audiences with it. Was the other thing I was going to say. But those are tactics. But if you don't have a strategy, you're just going to spin your wheels, and I know I keep saying it, I know that I do, but it's because you have to. You have to break down so that you can measure what you're doing and say, okay, did this work? And that's the best thing about digital marketing is that you can track it. It's trackable, it's you can see what's working what isn't right, even with content. You know, some people will say, well, you know, I'm just my content, I'm not sure and what's happening on there and it's not really doing anything for me. It's not selling anything for me. Well, you know, marketing isn't always there's components to marketing and reaching those customers that aren't like in in market today is still valuable. And so can you what can you do to get a measure of what your content is about? And you know, the tactic there is certainly promote the content on facebook and or, you know, do twitter or whatever is works for you, but for facebook is the main thing. Are So you're saying, like just having a website and just doing facebook ads is not enough. Oh, I I crack myself up. Now you know what they'll like, whether it's facebook ads, whether it's content, like you said, everything is, and you said you're you know you're saying it often, but I mean the point is is the success of anything you do on on in marketing is hinged upon whether or not you have a strategy or not. And and, like you said, I mean my takeaway here is, if you don't have a clear, concise goal, then whatever follows your in your execution plan will never measure up to any low like any measure of success. And you're always going to be either mad at your vendors because they're not working, you're going to be mad at Your Business Development, I don't know whoever, like you need to point your finger at. You're always going to be mad. You're always going to feel like you're being deceived. You're always going to feel like the information out there is an accurate because you didn't take the time to say, Oh, leads, okay, cool, but what type of leads? New Car leads, use car leads, finance leads, service leads. Oh, service leads. What specifically about service leads? Well, you know what, we have a real cool program where we custom build this of this and that. Okay, now we're talking. Yeah, you know, and I'm certain of it, like not even not even just car dealers, but a lot of people, I think, who are listening or watching this right now. We're going, holy crap, my my strategy isn't solid enough, because my objective isn't clear enough. Yeah, and I think I come to the table that way because most of my time in retail most, well, nearly all of my time was managing. I was a gem and a CFO probably a percent of the time that I was for my career and I and so, being a CFO, I came to operations with the that knowledge the accounting side of it, the financial statementside, the dock side. So so when when a dealer's going to do this, I'm thinking, if you don't have the if either you don't want to do...

...it or you don't really it's not in your wheelhouse to do it, incorporate someone from the office or someone that can look at these analytics and make sense of it. I actually have a client that does this. Their business manager is involved in the spend and once she's involved in what the spend is, then she looks at every single thing and goes, Oh, show me what we're getting for this. So and back in the old days, old old days of dealerships. You know, there was a peel book and we had a separate Po Book for Advertising, Sure, and you'd, you know, write a Po and then off it go, and then at the end of the month you had somebody look at that pel book and match up everything and see what was going on. Just take that routine and apply it here and and I think that it's because somebody's got a really look at this. Somebody does and days of being frustrated and like this other clan I was talking about that doesn't have access to the google, Google analyps because their website provider uses their own and doesn't let the dealer see it. That's that's problem. It's a big, big problem, and you know, enough is enough. It's been going on for fifteen years, or made my asterisk sigh right, like it's two thousand and sixteen. Why? You need to have access to your own analytics. Like, you know, move goals to the side for a second, like if you don't have access to your own Google analytics, like, what the what the balls is going on right? Like you need to have that. I love what you're saying here because, and I it resonates with me. I think we I feel like our brains are kind of connected right now, because these are some of the things I think I rant on most frequently. You know, just being in the know and what you said about seeing it through and the results and in holding you know yourself, your team, your vendors, whoever it is accountable by auditing what's going on. You know, you said something that stood out to me. What am I getting for this? And I think a lot of times. I mean, what happens? Did I get any more leads? Oh, I didn't. Well, what the heck? And then you realize at the end of it that everything you might have described to your third party marketing agency was an awareness play, not a like macro, you know, take action play. And and because you didn't realize it, because that decision and that thought process happens so quickly, your brain is still saying I want leads, I want sales, but your agency went on a whole like reputation, brand awareness, like whatever, you know, phase and you were expecting people to show intend. Yep, it was funny. I was actually having a conversation yesterday with a friend of mine and I said, look, the you know, Businessperson aside. Okay, the Businessperson and me wants fast results because I'm a cold, red blooded, I shouldn't say cold bloody, but like a red blooded, you know, capitalist. But you know, the marketer and me switching hats says. You know what, the whole premise of my job is to make mistakes as fast as I possibly can, because in so doing I learn what works and and I feel like that's kind of the direction we're going when it comes to marketing. I'm seeing more and more dealers buying into this, this idea of Oh wait, if that's the case, that also means we are unique because a business and as individuals. And if we are unique, then I cannot aim like, I mean, where am I going with this? They go to these twenty groups, they go to the conferences, like you said, they come back with these like high level figures of here's what you could achieve, like get a two hundred percent guarantee. You create all these kind of this crap that we buy into. Then they come back to their store, scramble the jets. It's like deaf con five at the dealership now, because so and so at this conference said I should be getting quadruple the leads that I should be getting until that, until they pause for a minute and realize, wait a second, I am in like Walla Walla Washington, where there's I don't know, like four thousand people and I own a franchise whatever store, Chevy store, and you know, this is a predominantly Ford country or whatever, and all of it like they're not considering, I think, the big picture. And so so we've talked about set goals, set proper goals, put together a buy our persauna, whether and that's going to help you so much when it comes to advertising and producing content. You've said, now distribute that content on social media, which I don't think happens enough, probably because it's not share worthy enough. I'll just venture to say, where do we go from there? Okay, we're we've got goals, we've know who we're talking to, we've put something out there. Now what then? You want to have the KPIS and for key performance indicators. So you're looking at what you're doing, you're looking at the results and you want to...

...say say, what am I doing? What is this? What is this actual metric? And it did I did I reach it? How did I reach it? If I didn't reach it, then what do we need to do? That's different and it can't that can happen even on a daily basis with facebook ads, as you know. You know, you you do your best guess about what what the campaign will be for and you write the copy and the image and and then the target. You target the right people, which is a big component. It's actually the most important component. And then, and then you see what how it worked, and sometimes you have to tweak it, you know, which is great. The availability to do that is like right at your fingertips. So, but so, setting these these Kpis, and I actually, as we were talking, I was bringing up a I have a lot of dealers and I'm guilty of this myself. I've always been one that relied on my gut and did it, you know, gutwise did it work, and I oh, everyone should always rely on their gut for certain things. But when it comes to facebook marketing or and digital marketing, content marketing, you have data and you'd be amazed at what you can find out when you look at the data as well. Sure, so it's and taking those tactics that they learn in your twenty group or on at digital dealer or wherever you go. You the tactics before strategy is never, never a good practice. So so that said, but with with with facebook, Kpis in general. All I would look at my three top ones. I actually wrote about eight of them, but there's there's more than this, but the top ones are. Are you growing your audience? Are you growing your facebook audience? Know there's a lot of talk now about do I really need to have likes on my page? Yeah, for dealership, yes, maybe, for other businesses maybe not. But you're a local business that is in a community and you want to make yourself available, and why not bring those real life community members into your facebook community? So growing your likes? I love that, because how many times have we heard no likes or just a vanity metric? They don't mean anything. Yep, you're saying. No, there's actually an impact here when, as a local business, local people in your community are you know, like. I've always thought of it as well. It's mine share like the fact that a real human being of their own free will and testament looked at me long enough to make a choice to click a like button like. To me that's not just vanity. That means something. So I it's I love that that you said that it's not all likes are created equal. Like, you know, you don't go buy likes from, you know, places like Turkey or Saudi Arabia. You you spend the the effort to get the likes that are within your market area or the competitor, because a bunch of people going through deleting some of their facebook likeers right now. Yeah, Crod Turkey, they're all for. So you want to you want to grow. Dude, I've seen you can't believe what I think there is. I'm there's a dealership in southern California that I've seen their there the back end of their facebook page, and they have about three hundredzero likes on their page and and I'd say ninety, maybe ninety five percent are from they're just fake. They're fake, lex really and mean. Like. Meanwhile, some poor like with turnover, some poor like Internet director, rolls into this thing, pulls up their facebook and is like how come, like somebody explain to me why ninety percent of my comments are all written in like Glyphs, like like symbols, you know, and they don't realize while some some smart person, you know, decided to pay. Who knows? I don't even want to know how much you pay for these types of things to get all these facebook when scheme. Fifteen a month, last time I checked. And you know what, like it doesn't take long for the facebook savvy individual, which, by the way, I think we all are today, to realize that when you post something and you have three hundred thou likes and you have zero engagement on your post, it doesn't take people long to do the whole like CSI, like horatio, you know, like I think we have, you know, paid likes here, kind of a thing. Yea, and facebook notice? Is it to PS? Okay, fair enough, and so does that. Let me ask you that while while we're talking about this, does because facebook notice, is it? Does that affect reach? Do they start like yeah, they start kind of suppressing you and saying, okay, well, you're fake. Yes, it's just like Google. It's like Google's and facebook both they want to deliver the best experience for users.

And facebook can stumble here and again, I get it, but at least they're moving forward. They do, and Google too. But so when you get regular, first of all you have they know where your likes are. Coming from. They can tell whether they're fake or not. Sure, but also the fact that no one's engaging, and so what little organic reach you possibly could have is completely forget it. Your no one is seeing your content. Nobody. How this differ from, I mean because I think you know. I'm sure there's people out there that are going, okay, well, how does that differ from like facebook promotes to me to pay to promote my page to get more likes? What? How does what differ the organic reach? Well, like so so say, you know, like for myself, I have a facebook page, public figure page, or however it's been set up, and every now and again facebook will say, Hey, promote your page to get more likes. So where I'm going with this is, so we've talked about paying for likes, fifteen hundred bucks a month for, you know, everybody and their dog from Turkey and Russia and Syria to come and like your page. Very versus facebook saying well, here, how about you do this to get more likes to your page? What's the difference is it? I'm sure there's more strategy behind it, right, versus like just facebook trying to take our money. Oh Yeah, there's definitely a big, huge difference. Well, those, those likes are bots. Most likely, there not even real people. Got It. So and facebook knows this. Okay, so, so so. But when, when you get the little notice to like hey, you know, grow your page legs? Yes, and as long as you you know dealerships, as long as you are targeting, you're going to get your targeting correctly, you're going to get a decent return and, you know, targeting the right people. Talking tart targeting for likes, you, I mean for likex. I'm a big fan of using retargeting, the website custom audience's version, to grow your likes, because those people have visited your page or some page on your site or your site somewhere. Yeah, and so they know you already and and if you've got some decent content, then you could actually serve an add to them to like your page. There's also, you know, and so we're talking about likes. There's some that page like ads, actually work really well, and then there's other cases where you're you're putting, like, your latest blog post or some really cool information out there that you're audience, your target audience, wants to know, and then you pay to promote that and there's like can come with that as well, because the little like buttons on the AD. So I'm seeing a lot more of that happening to you know, thinks brilliant. You don't have to do exact you know like grow your page likes if you want to awesome. It's kind of depends on some factors, but one is the creative side part of it and and the time and effort that you have available to do that. But sure, yeah, it's I'm trying a strategy like that right now where, through my my so I created a group on facebook called entrepreneur growth hacks and, you know, it's non industry specific, but it's just place for like Solo priners and entrepreneurs to get, you know, connect with each other. And it's different where, you know, most entrepreneur groups are like people talking about how awesome they are and how big the deal they just closed is and how dumb their customers are and or the like, motivational like, you know, typography and all those sorts of things. Our group is, you know, we talked about, like here's the naty gritty of like growing your business. Like we talk finances, we talk business strategy, we talk those sorts of things, but a strategy going along the lines of what we're talking about here. Since I can't actually run ADS as my group to promote the group, what I did is I created a wall post on my business page talking about the group and a link to the group and I promoted that post to my target audience. And you know, it's been really crazy. There's been, like you've said, there's the spill off of like page likes that have come from it, but there's also the strategy where my group has grown from people who are genuine, genuinely interested in like growth hacking their their business or their career. But but, like you, set along with what you were saying, my intent was to like promote a post to get people to my group so they could check it out for themselves. But as a result, I think just in the last day or two I probably had thirty or forty people like my page, you know, just just because. Yeah, right, yeah, Yep, yeah, so so awesome. Yeah, what I was I think the takeaway here not only with growing your page likes, increasing your reaching engagement by promoting your awesome content and and awesome...

...is relevant, and then generating leads. Okay, those top three goals or you know, KPI's, if you will. You need to have, you know, a time element there. You know what do we want to grow the page likes by? You know, in ninety days or how where's our engagement and reach right now? And where do we want it to be in ninety days or sixty days or thirty days? And then same with LEA's. How many? You know, we're going to spend x amount of dollars on facebook ads to run to a landing page or something, and or many and how many of these do we get off of it? What kind of success did we have? Did people like I just had a client that they had people clicking to over to the lend landing page, but the landing page wasn't converting. So so there's some information that you can look at and say, well then, my landing page doesn't have what people are looking for. It's not grabbing them quickly enough. Or either that or I'm targeting the wrong people, which was the case with this. And is able to do it with data to back up. DO WITH ITA and and look at what your results with facebook IADS and you're just and with that Pixel, you know, the pixels to your site, facebook Pixel and you're able to see the results. And then so there's the kind of the whole kind of thing. We've we've created this set our goals, we've the strategy, we've looked at the customers and then we've executed what we think is right and then we come back and look at what's done by the data and then make that decision from there. You know, I love this. I mean you know this. This is the kind of stuff that you know needs to this is the kind of information that really needs to be out in into the industry, you know, because there are dealers, there's business people all over the place right now struggling to figure out how do I make this work, and I guess kind of the big takeaway from me is, you know, we've predominantly talked about facebook here and social but this is a strategy that applies to your business period. Like if you're trying to figure out why people aren't showing up to your lot on Saturday, because I remember ten, twelve, fifteen years ago where, I mean that was the thing to get do. People would go and they check out the car lot and they would be the big gorilla and the squiggly arm thingis and the end, I mean the go and grab a hot dog, and it was like a social event on Saturday mornings. And now these lots are completely empty. And that's kind of the validation or verifies what we've been saying for the last ten years that people are doing it. They're just doing it online. They're visiting you online, and I love that this day and age we have access. One of my tryings that we have more abundant access to data and, you know, being able to track user movements and understand their intent and understand what it is that they're looking for then in any other time period in the history of this planet. And so what a shame it would be if the reason it didn't work for you is because you just didn't have a strategy and you were you were going all Willie Nelson on this thing and and like you just thought putting money into it. So, you know, here's a big takeaways for me. Have a very, very and by vary I mean very clear goal. Like leads not enough, like what kind of where we're we going with this? If it's a social KPI, like what are we trying to achieve here? What is our purpose? If we want want, I don't know, a thousand new likes in the next ninety days. What is the purpose for like going beyond? So that's the biggest thing for me. Second thing is applying buyer persannas and getting to understand your audience and PS, and you can correct me if I'm wrong here, but my my opinion is that every vehicle that you sell, every service that you offer, has an intended audience. Right. So get to know your audience. Put out information, like you said, put out awesome information, and awesome is relevant in this case. Make it share worthy, make it informative, give people what they're looking for. At the beginning of the conversation you talked about buying, the buying process. Make sure your content speaks to people at varying phases of the buying process, whether it's your social posts or blogs or, you know, landing pages or whatever it might be. And and get involved on social media and make sure that you're actually fulfilling now your strategy. Make sure that halfway through, when you feel like things aren't working, you decide to pivot and change direction all together. And I don't know by you, but I feel like I feel like so many people are just stuck in this perpetuate they're like it's they're sitting in a rocking chair. Lots of motion, no movement. You know, they've pivoted so many times they don't actually know where they're where they're going towards. And I talked about this on my last I do a minisod. I've just started doing a Monday miniso to the podcast, and I talked about how a football can't change direction one it's...

...flying through the air, and that's something you said, you know in this conversation. Don't like see it through to the end. See it through to the end. You can pivot once it's on the ground and rints, refine, repeat whatever you're going to do, but like wait till the football flipping lands for Pete's sake. And if I might add that you might when, when, when you find yourself in that quandary, then it might be worth looking at contacting somebody that knows that can guide you, and on a course, temporary, basic, but someone that can guide you through that strategy. And then you have a vendor. When I say a vendor, I mean someone that's selling you something, a bit of a widget of some sort, software platform or the next greatest whatever. Those are not your strategists. Those are salespeople for other companies and their goal is to sell you something and increase the profit at that company. Get the information from somewhere. It meet you. There's blogs out there, there's lots of conferences that are outside automotive. Would have imagine if the Egyptians had the access to information that we have today, they would crap their loin cloths. Okay, so, like when you're saying it's because I you know, I was about to ask what I'm now thinking is a dumb question, and that was, well, how do we know who to talk to? And it's, like you just said, G O O gle DOT com. Right, and start researching and research and if you've seen someone at a conference that you think you align with, because not everybody aligns with everybody, you know, test it out and see and are you know seed are do they? Are they someone that could work with you and as someone that could be considered, you know, an expert or whatever? But but yeah, there's information everywhere. And but I should also caution, though, because there's everybody gets, you know, every day you'll get, you know, the latest tips and tricks and hacks for facebook marketing and and so there's this fire hose of you know, coming at you with information. So you have to be extra diligent about establishing who it is that you believe to be right, that's an expert. And and unfortunately, I wish, you know, in my in my dreams, I always when I started doing this, actually because I was operational consulting firm before the social side of things, and when I started this I thought, well, the factory, you know, this is great because the factory can can understand this and push the training or the knowledge, you know, maybe through me or someone else whatever, to the dealer. But the factories have not stepped up to the plate. They've been a piecemeal. You know, I worked on a project last year with Mazda and they took their top eighty dealers nationally to had these half day workshops on social and online reputation and it was great. Why? It was a great thing that we did. I think we everyone was very happy, at least feedback was, and if I saw more of that I would be really acused. But what I'm seeing from factories is again that same like let's hire the latest I don't know Shiny Object Company that's gonna and we'll push it down to the dealers and then, you know, but there's no value. There's no value. You know what. And and I would at some point love to have some Om exacts who are involved in these types of programs sit across the camera from me and tell me it's not because there's some paper being passed around. Yes, you know, because, like, how can you, Oh man, I'm about to rant here for I any like, how can you look somebody in the eye, somebody who pays you a B Jillion dollars in franchise fees, and tell them that you're not taking money under the table for the sucky of the suckiest shiny object that is ever been known to man and you're mandating all of your dealers to use it or else. Yes, this, this doesn't make any sense to me. It sounds so bizarre. I didn't know. Other circumstances life. Would we accept it? Yeah, I tell people outside, my friends and, you know, colleagues and stuff outside the business at this have there like how can that be? I'm like, Oh, no, it's real. It happens all the time, because money, money, money. Yeah, yeah, you know what I mean, yeah, totally. I'm with you on that one. And and it doesn't make any sense. And I think you know. You know, like you said, there's a fire hose treatment happening and there's so much information out there and it can look. I mean, I don't think either one of US would suggest that it's not difficult to know who to listen to. But you said something very important and that is tested out like that...

...is marketing. If you're not comfortable with the risk associated with marketing, don't market. You know like I mean, like you're going to spend money. Be Comfortable with that. You're going to spend money, you're going to feel like you wasted money, but you have to do it because it's funny. I say this too to some dealers. They go, Oh, you know, we're too busy to make digital a priority, or we're too busy to make our website a priority. I said, so, fantastic. You want to test something. What's that? Let's turn your website and your digital presence off for the next ninety days. You willing to do that with me? Like you're just shut it off completely? And they're oh, no, no, so I guess where I'm going. Fist, and I'm not intending to make fun or point fingers or anything like that, but the reality of it is what you're doing to market yourself, whether directly or indirectly, is affecting your business. Whether you can physically like look at a piece of paper and say, Oh, that really sucky commercial or or my five thousand facebook posts all saying you should could be here and like the stating the obvious, like Hey, we sell cars, are affecting your brand and they're affecting your reputation in the market and they're affecting your credibility. So be just be comfortable testing something. Things will break along the way. It's like, dude, it's like me learned to ride a motorcycle. I was in the parking lot the other day and I tip the thing over and gas started link leaking and I started tinkering around. Did I say, yes, this is going to cost me money. Of course I did. Does that suck? Sometimes, totally, but I spent some time tinkering around with the motorcycle to let and in so doing I learned things about the mechanics that I wouldn't have learned. And so my point is is an and I think you know, this is kind of something that's important for people to hear, is just do it, get you know, getting in there and getting your hands dirty and making mistakes and testing things out and taking the time to strategize and get clear on your goals and your vision. Those are the things that will make you that much more stronger of a marketer tomorrow and next thing you know, you're going to be looking back ten years from now, when some new social platforms out there and facebook's been bought for eight ZILLION dollars and you're just going to have so much more knowledge to go along with what you're doing on that new platform or whatever, or in your other marketing to just people are going to be like how'd you get so strong and you're going to be able to look confidently back, like Caffie and I do, and say because we fell a lot, we made a tope of mistakes and we learned and we picked ourselves up, we brushed ourselves off and we kept moving and forging forward and listening to people that we respected and gathering all that information. Like, like you said, right, yes, I'm not. I am not passionate about this at all. Just now, right now, I would say that because I used to say this only about social, but it's actually digital marketing, because there's I actually hear this, that you know, we don't, we can't do digital right now, or they or we're going to. We're doing digital, but they're really not. They're really spending a bulk of their their advertising dollars and marketing dollars on traditional stuff. So so I used to say this about social, but it's really bad digital. Is that you may say that you're you're like you've got a website and you've maybe you've got some things, but you're not really, you know, on digital or you're not really spending. Well, you're actually on digital and you're on social. It's just there's other people talking about you or other people it, or people are ignoring you, or people that may want to buy from you are looking for you and not finding you, and that says something about you. So not participating in what is your own brand, you know, like the whole value of what your brand is, and delivering that value in those specific platforms, whether it's facebook or twitter or your website or your blog or wherever you are, then if you're not, you have that opportunity to participate and if you're not, you're still participating. You're saying you're you're not, you're saying no, and and that they're in lies the biggest danger. I think that. I think dealers, and not just dealers. I see it a lot of places where people are just like waking up and saying, you know, well, I don't know and I maybe I will, maybe I want so, yeah, totally saying on the bench is still participating. Basically, and for those people that are new or that well, you know, how do I get from here where I'm at, to there? I would say, dude, just dude. Or go spend a fifteen minutes a day consuming content. I'm not talking about the political rantings of whatever is in the news say. I'm not talking about in...

...the industry. All that's important, I get it, okay, but right now, put the hat on of and this goes for everybody. This isn't just dealers. This goes for managers, salespeople, service writers, service managers, parts, everybody. Put the hat on and say I'm going to educate myself for fifteen minutes a day about the things that I think I need to know about or the things that I'm interested in and just fifteen minutes a day. That's it. That's all. That's all we ask and and see how that because the the journey will will it'll guide you to where you need to be in and I'll help you figure out where to spend your money wisely. I man. I tell you what, I'm so glad we caught up today because this is a message. I mean I feel like we talked facebook, but there was so many undertones to to the message. And I mean I love it because it's so relevant and for those you, you know, watching or listening, this is something you need to start chewing on, if you haven't already done so what caffee just said. I mean you got a dig in my day and we know for certain caffee's days, starts with education and we are constantly scout. We can't get enough of it right and it's a big part of what we do as marketers. And so if you're the DIY dealer marketer, you know it just needs to be part of what you're doing. Cafe like. Seriously, I'm so glad we caught up. I'm thanks for being on the show. I love it. Oh, you're welcome. It's been it's great. It's nice to talk about this and get it all out in the open. It's always better to, you know, express and be open and have it out there, because it is a huge issue. Okay, I am a former dealer executive manager. I I advocate for dealers and there's so much disruption going on in the dealership environment and you know, you got to come with your your big guns man and saying that digital isn't, you know, something you want to do, or is you know, you just don't quite want to do it. That's not going to work anymore. No, totally doesn't work. It doesn't. It's two thousand and sixteen. You need to embrace it. Yeah, you know, that's that's the bottom line. How can how can those listening or joining us today get in touch with you? Well, I'm pretty much everywhere on social so my worst thought you weren't. It would be yeah, although there I do see some people that are considered social gurus that don't really have a social presence, which always makes them loose. They're still trying to figure out how to say Tom is it Tom? That's right, my website is a cruise CONTROLINGCOM Kre U se, my last name control, a guyanccom my emails, Cathy a cruise controllingcom twitter, my twitter handle, cathy crews, facebook, Linkedin Instagram, pretty much everywhere, literally everywhere. We're going to link to all that in the show notes. So definitely go check that out and you know what, till next time. I'm I'm we need to do this again. That's that's basically the BOT. We definitely do. We definitely and you know, Oh men, I need to mention it because I'm I actually am just putting it just I think got up on Amazon, but I did a second addition of Automata social business. So it's up and actually I got on the show notes. Hey, here's my printed today. Ahhow version today? That and that's a much that. I mean that's a beast of a book right there. It's it the the what. The first one was only two hundred and some pages. This one turned out to be three hundred and seventy. So awesome. So it's on Amazon. It's on Amazon. So definitely we're going to link to that in the show notes as well, so you guys can go check that out. Thank Cathy. Thanks so much. Appreciate it. Sure, anytime. All right if we if I could give you a high five right now, I just I just you go BOT. So I don't know about you, but if you didn't sense the passion in the conversation, man, I don't know what to tell you. I'm so grateful for Cathe for joining me on the show today. I mean just a wealth of information about the strategy that you should be implementing on social media. So for those of you that want to learn more, definitely go check out the show notes at triple w dot the dealer playbookcom. I'm going to link to it in the description. If you're watching on Youtube or facebook and you know also, like you heard Kathy say, go grab a copy of her newly revised edition of her book, which, as you can see, man, it's a wealth of information. I'm super excited to dig into that as well. Until next time, guys, keep the playbook open and dominate.

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