As one of the UK’s most trusted social media advisors, Mark Shaw developed a name for himself by being a regular on the BBC and Skynews.
In episode 178, Mark explains why social media has become the kiss of death for many car dealerships – more importantly, this episode is full of his experience and advice about how to turn things around and grow to levels you probably never imagined were possible.
Noteworthy Topics from this Episode:
01:20 – Social media has become or can become the kiss of death to many businesses.
02:20 – People seem to have forgotten the tried and trusted.
03:17 – You just have to focus on your business.
04:47 – The end game must be and can only be to sell more stuff.
05:58 – The big players in social media, the reason they are awesome at social media is because people who are running their social media are awesome at their jobs.
06:33 – Most business owners think they got to be awesome at social media AND running their business, or they are never going to be found.
07:12 – People still only have so much time to look.
08:37 – If you can’t produce enough amazing quality content then you better spend your hard-earned money perhaps with paid advertising in Linkedin or Facebook.
10:10 – You need to ask yourself: The post you just put on Instagram, why does somebody like it?
10:50 – We get likes. We think we’re amazing.
11:08 – The only metric of success is someone walking in and buying something or on the phone buying something.
11:40 – Focus on what gets us people visiting our showrooms and phoning us.
12:08 – When your customers are saying how amazing you are, that’s really powerful.
12:36 – Meals that are served on a shovel. It has wheels. It has sparkles. They want you to take a photo for Instagram and give them free marketing.
12:53 – Create WOW moments for your customers in the car, out of the car, around the showroom and do something that is interesting and entertaining that will get people to share it on social media. Create a WOW moment worth sharing.
15:40 – You see the most valuable thing people really respect isn’t money – it’s time.
17:25 – You now need to be the black and white cow. Everyone copies everybody and you are never getting ahead of the game. And you are never getting ahead. Do something different.
23:08 – You need to think like a customer, not like a business. People always look at their own business through their own eyes, because they work at it.
24:30 – What other things can you do online and offline that will maximize your exposure.
29:07 – We stopped using all old and proven marketing methods. Everyone began social media-obsessed and stop doing any other marketing. No one’s going back to the basics.
30:27 – Business owners need to wake up.
33:12 – People need to get away from social media and they need to say – Okay, what are we actually gonna do to drive sales.
33:40 – If whatever you posted doesn’t move a needle to sell another car, why did you post it?
34:19 – We’ve got to that world now where everybody’s obsessed with just posting something.
35:10 – We really need to question what we’re doing, why we’re doing it, who’s doing it.
36:41 – If we got a fun brand, why are we so boring on social? It should all be consistent.
FOCUS ON THE END GOAL.
Mark says that most people post on social media just for the sake of posting or to follow a schedule even when there is nothing worthy to post. We need to ask ourselves what is the end goal of our social media strategy. It is to sell more and bring in more business. That means we need to post everything that will be able to get us more phone calls and more sales.
Mark says that it is almost impossible for you to compete with big players on social media for attention. They have incredible teams of dedicated social media managers. But while everyone copies everyone, you should be looking to stand out and focus on reaching the local audience and engaging them in your content. Look for ways to differentiate yourself. Start creating the WOW moments in your customers experience worth sharing.